Amplify Hopes To Make New Fans From Keeneland College Day Attendees

by | 10.17.2019 | 2:00pm

Amplify, a group created created to help improve horse racing through engagement, alignment and advocacy, offers its support to Keeneland College Scholarship Day, which will be held Friday, Oct. 18. Amplify aims to be a conduit into the industry for young people and allow them to build a personal connection to the sport through meaningful, positive interaction with racing.

Since its inception in June, Amplify has successfully executed five projects which engaged the industry with new audiences:

  • 4-H Farm Tours – hosted 31 students and their families at central-Kentucky Farms. Click here for a video.
  • Saratoga Tours – in collaboration with NYRA, Amplify hosted an enhanced tour of Saratoga, offering participants a tour of the backstretch, the opportunity to meet a trainer, go to the paddock for a race and seating at the races. Click here for a video.
  • School curriculum – worked with UK professor teaching fourth grade students about horses by contributing to curriculum and offering additional information on racing
  • Keeneland College Ambassadors – worked to enhance existing program that is part of College Day, ensuring the 40 student volunteers have an understanding and appreciation of racing
  • Retired Racehorse Project – ran backside tours of Keeneland and hosted competitors at the races in collaboration with Horse Country and Keeneland

Amplify is now putting its efforts into Keeneland College Scholarship Day. Held since 2002, Keeneland offers free admission to the 2,000-3,000 college students who attend, hosting them at the North Terrace on track with giveaways, prizes, contests and food. Scholarships are raffled off throughout the day – $30,000 was given in April of this year, including $20,000 donated by team Runhappy. Thanks to the generosity of stakeholders within the industry and Amplify's efforts, this total has risen to $70,000 for the Oct. 18 event.

“We are appreciative of Keeneland, the Kentucky Thoroughbred Association and team Runhappy (the McIngvales) for building College Day into a must-attend event for students,” said Madison Scott, Amplify co-founder. “Our industry has stepped up in a big way to support the event this fall – we have $70,000 committed to scholarships so far, with that total growing. It shows that as a collective group we see the need to promote racing and engage with a young audience. Amplify seeks to be that link, enabling those who want to contribute an actionable way to do so.”

Amplify is working to ensure that College Day is more than a single event, but a springboard to cultivate and educate those who attend.

“Racing is Kentucky's signature industry; this is an opportunity to show that we welcome young people and are relevant,” Scott said. “Changing perception and cultivating fans does not always occur from one-off moments, but from a series of impressions over time. By following up and engaging with the students who attend Scholarship Day, Amplify will create pathways into the industry for interested people and build connections to our sport.”

In additional to funds from Runhappy, Keeneland and the KTA, scholarships have been donated by Claiborne Farm, Glen Hill Farm, Hinkle Farm, Paramount Sales, Solis/Litt Bloodstock and Taylor Made Farm.

Amplify urges industry participants to share the event, promote the day and attend the festivities. If you are interested in contributing to a positive initiative in racing, please visit or contact [email protected].

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