Churchill reaches promotional agreement with Sports Illustrated for new dining room

Churchill Downs has reached a multi-year agreement with Sports Illustrated to brand one of its new dining areas Club SI, calling the facility a “luxury dining experience,” the track announced on Tuesday.

The new area is part of a $200 million renovation of the track’s paddock area expected to be completed by the start of Churchill’s spring meet, which begins the Tuesday before the May 4 Kentucky Derby. The facility that is being branded Club SI was previously planned to be called the 1895 Club.

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In a release, Churchill said the facility, which will only be open on “premium race days,” will feature artwork from SI’s collection of magazine covers and stories about the Kentucky Derby. Churchill also said that “celebrity ambassadors” would act as hosts in the club for patrons.

“With a guest list that includes titans of the sports industry and appointed with iconic Sports Illustrated editorial artwork, Club SI will offer an elevated, exciting, and more unique Derby weekend than ever available before,” the track said.

Churchill has spent hundreds of millions of dollars over the past 20 years renovating its grandstand and partitioning ticketing areas to leverage the popularity of the Derby as a spectator event. The track is planning a series of events this year in partnership with the city of Louisville to mark the 150th anniversary of the Derby.

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