Between Kentucky Derby and PGA Championship, Louisville Preps for a Record-Setting May

Louisville throws one of the biggest parties in the sports world each May when the Kentucky Derby captures millions of eyeballs for the “Greatest Two Minutes in Sports.”

However, this May will be even crazier for Louisville. Just 12 days after the Derby — which celebrates its 150th running on May 4 — the city welcomes the PGA Championship to Valhalla Golf Club from May 16–19.

“The Derby is our biggest event that we host as a community every year and then to have the PGA championship less than two weeks later is very exciting,” said Gen Howard, director of sports market development for Louisville Tourism. “To turn around and have that event coming in is a lot on the hotels and the hospitality community, but everybody’s ready. Similar to the Derby, we’re expecting PGA to also sell out the hotels.”

The Kentucky Derby annually brings up to 170,000 people to Churchill Downs and the estimated economic impact is generally north of $400 million. The race is the crown jewel of horse racing and the main economic driver for the city of Louisville.

“We like to say that we’ve been doing sports tourism for 150 years,” Howard said. “The Kentucky Derby is the longest-running sporting event in the United States. It’s very exciting every year for our community and for the entire state of Kentucky. The Derby is engrained in our community, especially in the hospitality industry.”

Over the last several years, nearly $300 million worth of renovations and additions has freshened up the look of Churchill Downs.

In 2022, the facility unveiled the Homestretch Club, which features club seating and access to VIP amenities including the longest bar in Kentucky. In 2023, Churchill Downs teamed with Populous to create a $90 million First Turn experience that includes a 360-degree wraparound LED screen visible from any vantage point. The biggest part of the multi-phase renovation project is ready to be showcased this week with a new paddock area including a luxury dining experience named ‘Club SI.’

“The biggest change is the paddock, which has been there since Churchill Downs opened,” Howard said. “It’s the first thing you see as you come into the gates, and it has had an entire overhaul. They pretty much rebuilt it and it’s much more welcoming now. When you used to walk in, you would be at the back of the paddock and all you would see is brick. Now, you see this beautiful arena-like area and it’s gorgeous.”

From dirt to grass

Speaking of beautiful settings for a sporting event, this year’s PGA Championship will take place at Valhalla Golf Club for the fourth time, having previously hosted in 1996, 2000 and 2014. The private club that opened in 1986 was designed by Jack Nicklaus. It also has hosted two Senior PGA Championships and the 2008 Ryder Cup, won by the United States.

That Louisville will be the center of the sports world this May has lasting effects throughout the succeeding months.

“The media coverage that we get for Derby is huge for the city, but then to turn around and have that again for the PGA Championship two weeks later is incredible,” Howard said. “We’re estimating close to $100 million economic impact for the community for PGA. But when it comes to media, it’s not just a national stage, it’s a world stage for both of those events and you can’t put a price tag on that for Louisville tourism. We’re getting Louisville and the state of Kentucky out there for all the world to see.”

The events will test the hospitality industry, as everything from restaurants and hotels to Uber drivers will be busier than usual.

“It’s huge, and I think our community understands that. To be able to have probably the two largest events that our city is able to host — in the same month — is making for a record May of 2024,” Howard said.

The Kentucky Derby has been happening consecutively for 150 years at the same venue and Valhalla has hosted many large golf events over the past three decades. Success breeds more success, as the people who attend the events want to come back.

“The Kentucky Derby is a bucket list item for a lot of people,” Howard said. “And I think post-pandemic, everyone is spending more money on experiences and those bucket list kind of things. They see it on TV and it’s a big party. To get there and actually experience it is something that I think people want to do. So we continue to sell out every year.”

The Derby is one of the biggest races in the world when it comes to the number of horses in the field, with a typical Derby reaching more than 20. While picking a winner is a difficult task, Howard has her eye on two horses this year: “I usually go with my gut on Derby day, but I really like Catching Freedom and Forever Young,” she said.

From now until May 19 will be a whirlwind for Louisville Tourism. But they wouldn’t have it any other way.

“We know how to throw a big party and we know how to take care of people and be hospitable and show people a great time,” Howard said. “We won’t be getting much sleep, but we’re going to get plenty of chances to celebrate with the community.”