The Kentucky Derby has grown into America’s most significant horse race through deliberate efforts to attract elite audiences and maintain cultural relevance, even as horse racing’s overall popularity has declined. Created after the Civil War to revive interest in horse breeding and racing, the Derby emphasized formal attire and social prestige from the start. Its prominence was further solidified during the early 1900s when progressive-era gambling bans reduced the number of racetracks nationwide, concentrating attention on Churchill Downs.

A pivotal moment came in 1915 when the filly Regret, owned by influential New Yorker Harry Payne Whitney, won the Derby, helping to elevate the race’s status. Churchill Downs leader Matt Winn, who managed the venue from 1902 to 1949, played a crucial role in marketing the event and convincing prominent owners to participate, thereby cementing the Derby as an American institution. These strategic efforts have sustained the race’s cultural power, drawing millions of viewers and thousands of attendees each year.