THE STRONACH GROUP

PROJECT TYPE:  FESTIVAL ACTIVATION

EVENT:  InfieldFest /  Preakness 144

THE CLIENT:

THE VISION 

Redefine the culture of Thoroughbred racing at Pimlico Race Track. Merging the youthful energy of live music with the spirit of horse racing at Preakness. Revitalizing the horse racing industry to a new generation of fans. 

THE IDEA

Create a multi-entertainment festival directly in the middle of the horse racing action.  Within the Infield of Preakness, we created InfieldFest, a festival customized with unique offerings, including elevated ticketing opportunities, Instagram-able moments and performances by some of music’s biggest names, including Diplo, Kygo, Logic and Juice WRLD. InfieldFest will appeal to music and horse racing fans of all ages.

THE IMPACT

  • Record setting betting revenue of $99,852,653
  • Estimated attendance over132,000
  • Record setting F&B income