Foxfield Races: Branding, Tourism, and Community Benefit

On Sunday, October 5, Foxfield Races will host the Fall Races in Charlottesville, Virginia. To learn more about the event and its local impact, Standout Arts, LLC,  spoke with Susan Roberts, Director of Marketing at Foxfield Races, about branding, tourism, and what the community can expect on race day.

‍

Roberts views her role through a branding lens. Foxfield has been hosting steeplechase races since 1978, yet she finds that many people still do not grasp the full scope of its influence. In her words, people often miss “the full depth of the impact that Foxfield has not only as a race but also on the community.” She points to Foxfield’s standing within the National Steeplechase Association and to the sport’s heritage. Steeplechase originated in 18th-century Ireland as a cross-country horse race between church steeples before spreading to England and then arriving in the United States in the 19th century. Her goal is to show Charlottesville, the surrounding region, and the East Coast “what Foxfield is all about,” and to remind prospective visitors that a trip to the races can be part of a broader Central Virginia experience that includes Thomas Jefferson’s Monticello, the University of Virginia, and local vineyards.

‍

Tourism and Local Spending

Asked about tourism, Roberts describes a measurable lift across the area when Foxfield Races are happening. She highlights the hospitality sector as a clear beneficiary: hotels and restaurants see higher volume, and cultural venues, vineyards, and local retailers report increased traffic. Visitors who travel to Charlottesville for the races usually make it a weekend excursion, giving a boost to the economy.

‍

“Our races help our hotels, they help our restaurants, the theaters, the concerts, the vineyards, the little boutiques,” she said. “People continually come back and spend money in our market. They buy their tailgate food from Tiger Markets. They are constantly out in the community, booking hotel rooms. The boutiques and stores stock up because they know they are going to get an onslaught of traffic during race weekends.”

‍

What the Foxfield Brand Signals

Roberts wants the Foxfield brand to be synonymous with community benefit. She emphasizes both direct giving and the broader economic effect of bringing visitors to local businesses. Charitable partners such as Camp Holiday Trails and Habitat for Humanity of Greater Charlottesville are part of that story, as are on-site activations that include local food and retail vendors, charities, and participating organizations and businesses operating hands-on activities.

‍

“Supporting Foxfield means supporting the community.”

‍

“For the Fall Races, we have a lot of local vendors,” Roberts said. “We bring in so many charities. SPCA is coming out to the races. We bring in local retailers who will be displaying or interacting with children who can experience fly fishing or make a craft with a local retailer. We are giving back to the community, either by helping people engage with what they do or by giving back financially. It comes full circle. When sponsors support us, we get more advertising to help us spread the word, we get more people coming in, and we generate more revenue for our community.”

‍

Her message to newcomers is straightforward: you do not need an equine background to enjoy the experience. You can come with family or friends, take in the races, and discover something new. In her experience, first-time guests often return.

‍

“You don’t need to know what steeplechase racing is. You don’t need to know who a particular jockey is. You can come out and have a great time,” she said. “Once you come once, you are going to fall in love with it and make it a tradition.”

‍

Plan Your Visit

Foxfield Fall Races on October 5, 2025 offer a full day of steeplechase, family-friendly activities, and a direct connection to regional conservation and community impact. For ticketing, schedules, and sponsorship information, visit foxfieldraces.org.