June 16th, 2010

The Greenbrier and Keeneland Association Announce Strategic Partnership


WHITE SULPHUR SPRINGS, West Virginia (June 16, 2010) – The Greenbrier and Keeneland, two of America’s most renowned brands, today announced a strategic partnership to build on the tradition, elegance and luxury for which they are known. With more than 200 years of history, The Greenbrier resort has long been recognized among travelers as a destination for world-class accommodations and service. Similarly, as one of the world’s most prestigious Thoroughbred racetracks and the world’s largest Thoroughbred auction company, Keeneland attracts buyers and visitors from around the globe. Working in partnership, The Greenbrier and Keeneland will develop new offerings for their members and guests.


“Keeneland’s reputation throughout the world is unparalleled,” said Jim Justice, owner and chairman of The Greenbrier. “This partnership presents numerous opportunities for joint ventures that will enhance guest experiences, improve retail sales and support cross-promotions. For The Greenbrier, partnering with Keeneland is an obvious step in our continued effort to increase our appeal, attract more guests, and solidify The Greenbrier as the ultimate destination resort in America.”


Since Justice’s May 2009 purchase of The Greenbrier, the White Sulphur Springs, WV, resort has received national and international attention for many of its new developments and Justice’s commitment to honoring its traditions.


“Anybody who has ever been to The Greenbrier and talked to Jim about his passion for preserving its beauty and elegance will understand why Keeneland entered this partnership,” said Nick Nicholson, president and CEO of Keeneland. “The Greenbrier represents a certain lifestyle, the best that there is in terms of a sports and family experience. Keeneland represents the same values and ethos. The respect Jim and I have for what has been entrusted to us will assure our members and guests that, as we find new ways to grow our businesses, we will not forget them or the history that makes these two properties so special.”


International horsemen gather annually for Keeneland’s world-class racing and for its widely-attended Thoroughbred auctions. Located in the heart of Central Kentucky, Keeneland is a rare combination of high-stakes commerce, genteel sporting tradition and remarkable innovations. As the world’s largest Thoroughbred auction company, Keeneland’s horse sales dominate the world market in both gross sales and the success of sales graduates in graded stakes races.


Keeneland’s partnership with The Greenbrier comes just weeks before the July 2 grand opening of its much anticipated Casino Club, a 102,000 sq. ft. sophisticated gaming facility with new restaurants, lounges and upscale retail boutiques. Following the casino opening, the resort will host the first Greenbrier Classic, a PGA TOUR FedEx Cup event that will bring the world’s greatest golfers to the resort’s Old White Course, July 26–Aug. 1.


“With the opening of the Casino Club only three weeks away, we are thrilled Keeneland will be providing us with historic memorabilia for Twelve Oaks, our equestrian-themed lounge in the casino,” said Justice. “As we embark on this exciting new chapter in The Greenbrier’s history, having a relationship with Keeneland reinforces my belief that luxury travelers will greatly enjoy having an amenity like the Casino Club.


“Having Keeneland’s memorabilia in such an elegant setting, will extend interest about us among upscale travelers and help promote our Spring and Fall races to the benefit of our members. To show our commitment and loyalty, we will also offer Greenbrier guests premium seating and other exclusive amenities as part of this new relationship,” concluded Keeneland’s Nicholson.


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About The Greenbrier:
Residing on 6,500-acres of lush landscape in West Virginia’s Allegheny Mountains, The Greenbrier is an award-winning resort which has been offering a welcoming home to its guests since 1778. This National Historic Landmark, also known as America’s Resort, provides a world-class haven for discerning business guests and sophisticated leisure travelers. The property recently announced a six-year agreement to host The Greenbrier Classic, a PGA TOUR, FedEx Cup event starting July 2010. The Greenbrier’s amenities and services include a wide variety of flexible and unique meeting and event venues, several fine restaurants and lounges, including the newly opened Prime 44 West; access to more than 50 recreational activities and a luxurious 40,000 square-foot Spa. For more information or reservations, please visit www.greenbrier.com or call 800-624-6070.


About Keeneland:
For nearly 75 years, The Keeneland Association has devoted itself to the health and vibrancy of the Thoroughbred industry. As the world’s largest Thoroughbred auction company, Keeneland conducts sales every January, April, September and November. Its sales graduates dominate racing across the globe at every level. In April and October, Keeneland offers some of the highest caliber and richest Thoroughbred racing in the world. Uniquely structured, Keeneland is a private, for-profit corporation that returns its earnings back to the industry and the community in the form of higher purses, as well as millions of dollars in charitable contributions for education, research and health and human services throughout Central Kentucky. To learn more about Keeneland, visit us online at www.keeneland.com.


For More Information Call:


Lynn Swann
Director Public Relations
The Greenbrier
(304) 536-7857


Jay Blanton
Communications Director
Keeneland
(859) 254-3412

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