Keeneland, Greenbriar will cross-promote properties

Keeneland and the Greenbrier, an upscale resort in West Virginia that will open a casino in July, have reached an agreement to cross-promote their properties, the two organizations announced on Wednesday.

Under the agreement, Keeneland will provide Greenbrier with memorabilia and racing-related retail items for its equestrian-themed lounge, Twelve Oaks, and the two companies will promote each other's properties at their own facilities, according to the companies. In addition, Keeneland will offer Greenbrier customers discounts on premium seating and "other exclusive amenities," the companies said.

Greenbrier, a 6,500-acre property in Sulphur Springs, approximately 300 miles from Lexington, Ky., was purchased last year by Jim Justice. The resort has been open for nearly 200 years, and is listed as a national historic landmark. The resort recently reached an agreement to host a PGA tour event, the Greenbrier Classic, for the next six years, starting with this season's tournament July 29-Aug. 1.

The agreement dovetails with other recent efforts by well-known racetracks to increase the visibility of their brands. Royal Ascot Racecourse in England and Longchamp in Paris, for example, have both launched retail brands in the past several years, in an attempt to capitalize on their relatively upscale images.

Greenbrier will open its 102,000-square foot Casino Club on July 2, a space that will also include retail shops, restaurants, and lounges.