Drew Fleming, Chairman and CEO of Breeders’ Cup Limited, cleverly turned a routine question about fan development into a glowing advertisement for the Breeders’ Cup World Championships in November during the opening session of the 40th Asian Racing Conference.

As a member of the first panel, Fleming spoke to about 800 delegates from racing associations in the Middle East, Asia and Africa in Sapporo, Japan, on August 28. His remarks began with an overview of how the Breeders’ Cup attracts owners to its annual event.

“If you look at the owners, it’s a very difficult business to make money in. They’re in it for the sport and the fun and then they come to the racetracks and we have to deliver,” he said. “We start at the Breeders’ Cup from the moment you step off the plane. There’s a private car that takes you to a luxury hotel. We offer breakfast at the racetrack every morning and that’s not eggs and bacon. That’s shaved truffles and a glass of champagne. You get to interact with owners from all over the world, watch your horse train and have fun.

“There are parties every night. We have speakeasies. Michelin chefs come to the races,” he said, getting straight into the topic.

He then moved directly to this year’s edition, which is scheduled for November 1 and 2. Del Mar.

“One of the things we are doing this year at the Breeders’ Cup – it is Del Mar“Where the grass meets the surf,” Fleming said. “We’re playing with that by building a beach out of tons of sand on the infield where you can dress up, maybe take off your slippers, have a cold glass of champagne, put your feet in the sand and enjoy sunny Del Mar.”

“We will also offer a world-class dining experience with a Michelin-starred chef, so there will be something for every price range.”

When asked if he was trying to advertise to a receptive audience with this presentation, he said, “Absolutely. We’re very excited to be back in Del Mar. We think it’s a wonderful place and the more we can spread support for the sport and the Breeders’ Cup at conferences like this where the world comes together, the better it is for all of us.”