Brilliant Racing deals in transparency, 'life experiences'
Flowers -- both lilies and roses -- begin to bud. Storefronts fill with the finest display of Kentucky Derby hats. Dreary winter wardrobes swap out for bright pastels. And foals stretch their legs, igniting dreams in a state that seems blanketed by the aroma of mint and bourbon.
Springtime in Kentucky means Keeneland and Churchill Downs open for business, and in come racing fans to root on “their” horse. Maybe this is you: a racing fan who loves the action, the camaraderie of the track, and the memories made there.
But is something missing? You feel the rush as you cheer on a paddock pick -- your pretend pony -- but may wonder: How would it feel if that was truly your horse?
“Even people who are knowledgeable about horse racing are confused about ownership,” said Joe Kristufek, a founding member and a familiar handicapper. “Anyone with some disposable income can get in on the action. It’s important to understand the process and to get involved with people who have your best interests at heart.
“At this level, horse ownership should be about life enhancement and making memories.”
“Horse crazy” since she took her first riding lesson at the age of 12, managing partner Natalie Gils said “it’s an investment in your entertainment.” She and Kristufek originally teamed with private clocker, racing analyst and bloodstock agent Brandon Stauble to create an ownership experience enriched through social interaction and constant updates from the track. Gils and Stauble serve as managing partners, and Kristufek remains an involved member.
Other members say the Brilliant Racing group has surely succeeded in its goals.
“Even though horse racing is a huge industry, when your connections can take you in and you can feel apart of that community, even if for only one day it’s a very special feeling,” said Brilliant member Brian Lussier, a financial planner who resides in Saratoga Springs, N.Y.
A member of racing partnerships prior to joining Brilliant Racing, Lussier said the managing partners’ industry knowledge, as well as the group’s social aspect, sold him.
Brandon Haake, an emergency room doctor who lives in Lexington, Ky., is a longtime horse racing fan who was always curious in the ownership aspect of the industry. When Haake saw the opportunity shared through a social media post, he decided to dive in.
“The camaraderie of all the partners and meeting so many new and different people has been very enriching,” Haake said. “The hands-on aspect as far as being able to interact with the horses, take photos, spend time with them in the barns and speaking with the trainers is something that keeps me coming back.”
There’s purchasing, shipping, training, vetting, and the list of expenses goes on and on when it comes to horses. Brilliant Racing simplifies that process, breaking down financials that ultimately lead to one annual payment.
“We felt the structure would make it more appealing to the everyday person by making it affordable without any surprises,” Gils said. “Paying one fee that covers an entire year up front makes it more inviting and less intimidating to people who are new to the game.”
Brilliant Racing collects the membership payments, then moves on to purchasing its stock. The partners set out to acquire a pair of 2-year-olds and claim another at the races.
“We wanted to have enough up front first before buying the horse,” Stauble said. “We wanted to make sure everyone knew the plan ahead of time and that there were no surprises. Everything is up front with us and there’s full transparency.”
Claiming a horse, meanwhile, allows Brilliant Racing to get on track while the juveniles develop.
“If someone is willing to trust us with their money, I want to make sure that we do well for them on every level,” Gils said, “from the horses we buy to the interaction and communication. If someone has millions and millions to throw around, that’s one thing. But the people we’re approaching, yes, it’s expendable money, but it’s still a lot of money to just throw around, so we want to make sure it’s worth their time.”
This, however, isn’t all about the money. Stauble said there are greater rewards in being involved.
“If you’re looking to get into this game to make money, this sport is not for you,” he said. “This is something you have to look at as fun. It’s about being able to say you own a horse, being able to go to the track, the whole process. Seeing the horse from when we buy it at the sale all the way to the races. You want to be part of something like that.”
Potential members are always given that reality check before committing. Of course, thousands of foals are born each year, and only some of them make it to the races. Even fewer win a race, not to mention a stakes. While Brilliant Racing doesn’t seek to discourage dreams, the partners pride themselves on transparency.
“We tell our members right away, don’t expect to have have a Derby horse. Don’t expect to go to the Breeders’ Cup,” Stauble said. “If you sell that, you’re selling false hope. The odds are, you’re not going to have that, and if you are pushing that then it’s probably not going to happen. We are very transparent with expectations.
“We want to go out and have fun, we want this to be disposable income. Don't’ expect to go out and make a profit. I feel like these are all things that every syndicate needs to tell people. Sure, there aren’t things people want to hear, but you need to be honest. Getting to the Derby or Breeders’ Cup is possible, and making money is possible, but going in with that expectation is the wrong approach.”
He also explains to members that operating from a Kentucky base sets the partnership up to take full advantage of the growing purses that the state has to offer. For example, Churchill Downs has upped its awards this spring given a boost from a recently opened historical horse racing facility in Louisville.
Before even getting to race day, experiences include watching the sun rise while your horses train, conversations between members over coffee at the rail, discussing training plans and future races with the trainers -- and, mostly, making memories that last. Brilliant Racing emphasizes that from when the hammer drops at the sale to a horse’s first breeze to the gates breaking and, maybe, that keepsake win photo, ownership is a journey.
“There’s not many feelings better than having a horse you’ve developed, meeting them at the barn, seeing what their personalities are like,” Kristufek said. “You have a connection with them, and then all of the sudden you’re in the paddock on race day and you get to see them walk in.
“...Yeah, you want to win, but you just take so much pride in that. It should be looked at as an investment in enhancing life experiences because that’s what it is. Every aspect is enjoyable.”
Brilliant Racing Partnership 1 currently campaigns last year’s 2-year-old in training purchases Eskenforit (trained by Steve Margolis) and Yes It’s Ginger (conditioned by Michelle Lovell) as well as the claimer War Bond, also with Lovell.
The second partnership, which is now accepting members, will race a fresh set of horses. The gates close for enrollment on April 23, with more information available at brillianthorseracing.com.