The latest attempt to take the racing message to the wider public will see racehorses take center stage in the very heart of Paris, with France Galop taking over part of the historic Place de la Concorde for two days in September for the 'Horses in the City' festival.
The Place de la Concorde became a key feature of the feel-good atmosphere around the Paris Olympic and Paralympic Games last summer and has been chosen for what the governing body's president Guillaume de Saint-Seine described as "a new stage" in France Galop's efforts to reach out to the general public.
In a promotion that could be replicated in the United States or throughout the world, the site will operate Sept. 5 and 6—the Friday and Saturday directly preceding the Qatar Arc Trials meeting at Longchamp—and will feature a parade ring, displays of other equestrian disciplines by retrained racehorses, family-themed activities, and the chance to meet racing professionals, as well as a ticket office for upcoming major race days.
Launching the project at Longchamp July 10, Saint-Seine said: "Everyone remembers the sensations and emotions we all shared in the Place de la Concorde during the Olympic Games: it was a real place of sport and of national communion.
"The entire racing industry will be involved in this important event, which falls exactly a month before the Prix de l'Arc de Triomphe (G1). We certainly hope some of those people who come to 'Horses in the City' will then consider a day at Longchamp for the Arc as well."
While several surprises are being kept back for September, France Galop director general Elie Hennau promised an experience which would be "educational and immersive."
Hennau said: "The ambition is very clear: to make people curious, to awaken their interest and give the general public the desire to explore and discover the unique world of racing; a world which is rich in emotions, in sporting excellence, is spectacular and brings people together in a convivial setting.
"Entry will be free and it is designed to be a real festival, one that is educational and immersive. The thing you hear from anyone who comes to racing for the first time is, 'I never realized how beautiful the horses are.' Here they will be able to see them up close in our recreation of a racecourse parade ring."
Hennau pointed to the parade of horses and riders carrying famous racing silks through the streets of Chantilly ahead of the Qatar Prix du Jockey Club (G1) as a first step, and expressed the hope that 'Horses in the City' would continue that success.
