NEW KENT — New Kent County is spending $125,000 to sponsor the top two horse racing days — the Arlington Million and Virginia Derby — at the Colonial Downs racetrack. The county hopes to use the high-profile events to attract new businesses to New Kent, although the level of sponsorship has raised questions in the past. Funds will be used for 15-second and 30-second commercials that will air throughout the nation during the races.
The county’s name and logo will also be on advertising materials including billboards, commercials and print media, according to County Administrator Rodney Hathaway. In addition, the Economic Development Authority will have suites on both race days that will be used to invite economic development partners and potential business prospects. The Arlington Million Race will be held on Saturday at Colonial Downs while the Virginia Derby is scheduled for Sept.
7. The Board of Supervisors voted 4-0 on July 30 to approve the sponsorship event. Chair Thomas Evelyn was absent from the meeting.
“The marketing and advertising reaches across the nation,” Hathaway said. He said the money was previously saved for the sponsorship during the budget process. The ads will run on the nationwide TVG channel, he said.
While $125,000 is a significant amount of money, it represents three days of revenue from Colonial Downs, the source of the funding, Hathaway said. “We are essentially giving three days of revenue back to Colonial Downs.” Supervisors said they are in support of the marketing plan, even though they acknowledged the sponsorship has been criticized in the past by some residents.
“This gets our name out there so as more commercial businesses know about New Kent County and can come to the county,” Supervisor Amy Pearson said. ‘That will help take the tax burden off of our residents.” Guests invited to the suites represent potential investors in the county, Hathaway pointed out.
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