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Louisville Based Business Owner Doug Dearen Builds His Passion For Horse Racingand The Kentucky Derby Into The Thriving Travel Company Derbybox

By Jonathan Widran

Back in high school, when Doug Dearen would skip out on classes to place bets on horses at Churchill Downs, he was just having fun, seeing what he could get away with. He had no idea that this historic venue and its legendary and world famous annual event, The Kentucky Derby, would someday come to define his life.

As the future founder and CEO of Derby Box, the country’s only full time thoroughbred racing travel and tour company that specializes in providing premium seating and packages centered around the event, he wishes he could paint things all rosy (as in Run for the Roses) and say his first experience at the actual Derby as a teenager was a winner. But it wasn’t. He didn’t enjoy himself at all. He wanted to see the race, but my friends wanted to go to the Infield, where the crowd cared more about drinking and partying. A few years later, the year he graduated from Eastern Kentucky University, his dad took him, his mom and 3 sisters (decked out in the classic hats we all recognize as part of the cultural celebration) to the Derby, where they sat in a box seat in the clubhouse.

The enthralling experience changed Dearen’s life—and he’s dedicated most of his professional career to offering people around the world mementoes of the Derby or the potential for similar once in a lifetime in person experiences. After working for seven years as a licensed product manager for the Louisville Manufacturing Company, selling everything from Derby T-shirts and hats to mint julep glasses to huge retail chains, he ventured out and formed his own company, Thoroughbred Traditions Inc; one of the firm’s signature items was a limited edition mint julep glasses signature series, featuring autographs by the Derby’s winning jockeys.

“Throughout my years working for Louisville Manufacturing and my own company, I would invariably be asked by many high end clients if I could use my connections to help them score tickets,” says Dearen, who will be attending his 33rd consecutive Kentucky Derby on May 7, 2011. “Tickets were hard to find and these clients were important, so I learned how and where to find the best values and developed an expertise on the marketplace for all things related to the Derby. When I started the travel component of my business, I thought it would be a seasonal thing, an April only phenomenon and sideline to my overall merch business. But it quickly evolved into a year round enterprise, with people from all over the world interested in coming to this race and being part of the surrounding festival experience leading up to it.

“From booking hotel rooms to letting them know where to shop for hats, there’s a lot to plan for everyone—clients, friends, large associations—and we found that people wanted to plan it a year in advance,” he adds. “We quickly found that a huge portion of our business was people who had never been to the Derby before but considered it a lifelong dream. They would tell us they didn’t know anything about Louisville, where to go, where to eat, where to stay, where to park, so we decided to take a leap of faith. I wondered, could this one event support and provide for my family? Over the past eleven years since launching www.derbybox.com, the business has exceeded my wildest expectations.”

With offices just across the Ohio River from downtown Louisville in Jeffersonville, Indiana, DerbyBox is a local travel company that is now the recognized leader in all-inclusive Kentucky Derby travel packages and preferred seating for the Derby and its companion race event, Kentucky Oaks, which races three year old fillies (female horses) the day before the main event and draws over 100,000 attendees annually.

Taking great pride in providing preferred seating, guaranteed tickets, distinctive accommodations (including hooking up deals where travelers stay at the homes of local residents   instead of at fancy hotels), key information, advice and the finest in customer service, the company truly offers an unforgettable all-around experience and lives up to the promise on their site: “We make Derby Dreams come true.” Over the years, it’s been Dearen’s experience that around 8 a.m. outside Churchill Downs on the first Saturday in May, there are multiple cries of “Kentucky Derby tickets, I need two Kentucky Derby Tickets.” Those who know and trust DerbyBox are never left out in the cold.

As the website explains: “The Kentucky Derby ticket is a very diverse thing. There are Kentucky Derby tickets for Grandstand. There are Kentucky Derby tickets for Clubhouse. There are Kentucky Derby tickets for Infield and there are Kentucky Derby tickets for Millionaires Row. Horsemen, corporations, families and government have had Kentucky Derby tickets in their possession for over 130 years, which helps make this one of the most difficult tickets to obtain in all of sports. Getting the Kentucky Derby Ticket to suit your needs and budget is one of DerbyBox.Com's main concerns.”

Because it was established with the overall thoroughbred racing fan in mind, the company is dedicated to the welfare of the racing industry in general and aims not only to accommodate the needs of existing racing fans but also introduce the sport to as many potential new fans as possible. In addition to providing exclusive packages for the Kentucky Derby, DerbyBox also offers similar deals for the Breeder’s Cup.

In addition to its new and regular U.S. based clientele, the company regularly sells packages to travelers from Canada, Mexico and England, and has others who fly in from places as diverse as Czech Republic and Poland. For the 2011 event, there are 40 people flying in from Australia. Some just come for the long weekend, arriving Thursday and leaving Sunday, while others may come in for the entire two week Kentucky Derby Festival that precedes race day. It’s very much the Louisville equivalent of New Orleans’ Mardi Gras season.

The festival, which was launched as a week-long event in 1935 by the Kentucky Derby Festival Association, includes such events as Thunder Over Louisville, the largest annual fireworks display in North America; the Great Balloon Race; the Great Steamboat Race, featuring the Belle of Louisville; the Pegasus Parade, one of the largest parades in the U.S.; and the Derby Marathon and mini-Marathon.

Events vary somewhat from year to year but always include numerous athletic events, concerts, fashion shows, wine tastings, luncheons and private parties ranging from backyard barbecues to lavish Derby Eve balls attended by entertainment stars, famed athletes and other persons of note. Recognition is given to Louisville's hardworking restaurant employees with the Run for the Rosé. Waiters and waitresses run an obstacle course while carrying trays of glasses filled with White Zinfandel Wine. Servers finishing with the best time and most wine remaining in the glasses win prizes.

For clients who want to learn more about the horses and how they are bred, DerbyBox also arranges horse farm tours up the road in Lexington.

Aside from offering the best tickets and packages, Dearen believes the unprecedented growth of DerbyBox is due to several factors: 1) relationships his company has established with horse farms, corporations and individuals who purchase packages every year; 2) his personal touch, which includes physically greeting many customers he has previously only dealt with on the phone or online; and 3) going the extra service mile, from arranging for women to get their hair and nails done to renting limos and vans to the event.

“Another major aspect of our success is the fact that no other company devotes 365 days a year to Kentucky Derby Tour and Travel,” says Dearen. “Most of your sports travel companies are based in major cities like L.A., New York and Chicago and deal with Super Bowl, Final Four and Masters. The Derby is small potatoes to them. Any book you read about building a successful business will tell you what we have done—which is doing one specific thing well, and making sure it’s something you enjoy. Early on, our search engine presence was always strong because this is what we focused on.

“We’re a member of the National Association of Ticket Brokers, which allows us access to tickets for other major events, from the Super Bowl to the Final Four to NFL and Major League baseball games,” he adds. “But we have branded ourselves as a full service thoroughbred racing travel company and are proud of our commitment to the Derby and the wonderful city of Louisville.”

Dearen, who was born in North Carolina and moved with his dad’s business transfers everywhere from Chicago to Michigan to Indiana before settling in the family’s original home state of Kentucky, remembers that his original position at Louisville Manufacturing Company was as an advertising specialist for corporations like Purina, John Deere and Caterpillar. An opportunity in their horse racing merchandising division opened a door to express his lifelong passion and led to a life fulfilling the dreams for other enthusiasts.

“DerbyBox is about bringing enjoyment to people and enabling them to do something they have looked forward to doing for their whole lives,” says Dearen. “We’re not just giving them a ticket and sending them in the gates. We go the extra mile to help them create an experience they will remember their entire lives. Beyond bringing this joy to our clients, the thing I find most rewarding is that I took a risk with this business and created a full time entity that has grown beyond my wildest expectations. It’s a crazy, full time business and there’s no spring break for me in April, when I work 18 or 20 hour days. We’re selling next year’s packages even while this year’s event is going on. But I have had so many amazing and unique experiences working with people as the President of DerbyBox that I could write a book about it. In fact, I think it’s time I do just that.”

“I love that you advertise your business through the best customer service a company can offer! Purchasing tickets for the KY Oaks and Derby can be somewhat stressful, especially when the buyer is not located in KY. With all of the chaos of dealing with many customers, I never felt as though my questions/requests were being ignored or dismissed. Everyone I dealt with, including the owner Doug, was professional, courteous, and as accommodating as possible. From adding tickets to my existing order to purchasing a parking pass directly across from the gate we needed to enter, this company is the example with which others should strive to follow. I have been exited to share my Derby Box experience with everyone, in hopes of spreading the word about this wonderful company. Thank you for everything. I can't wait for KY Oaks/Derby 2018!! You are the place to call & will have my repeat business, as well as my recommendations to all. Sincerely, Christine McCracken Sunflower Studio Photography ”

~ Christine McCracken

“I can't begin to tell you how much we enjoyed our DerbyBox experience! The entire week went off without a hitch! Our hotel, Courtyard Marriott, was in a fantastic location. We enjoyed being within walking distance of so many things. The horse farm tour was spectacular. The Kentucky Oaks and Derby were unforgettable experiences. We were greatly impressed with the efficiency of the shuttle service for both races. The pick up point was within easy walking distance of our hotel and that was marvelous! Our seats at Churchill Downs were excellent! Thank you for providing a once in a lifetime experience! We would also like to thank Chris, who helped us in the reservation stage! I would recommend DerbyBox to my friends, for sure! Our reservation was under the name of Janet Trexler. Thank you SO much! It was unforgettable! We loved Louisville and Lexington!”

~ Ann McCoy

“Kelly - Just wanted to touch base with you on our Kentucky Derby Package Basically, all I can say is that you hit a HOME RUN ! Residence Inn was fantastic - The people there could not do enough to make us happy. The "spread" put out Thursday night was much more than we thought. The transportation worked out fine - Actually it was much better than we could have expected - Miller has it down as best as it can be done with the amount of people. Our seats for the Oaks and Derby were fine for us, especially with the tv screen being almost directly in front of us. I am hoping we can do this again next year so please let us know when you have the packages arranged. Again, thanks for everything ! ”

~ Jim Van Horn

“Just wanted to say how much we loved our hotel and the whole event. Seats (120) were a bit too low but in the end we had great companions around us and of course great weather. The connection to the clubhouse made all the difference from the last time we went as it was a breeze going to the ladies bathroom. And the ticket lineups were reasonable. I was worried about the bus but really had no problems going or coming back. Bus is the only way for me to get into the track. Seeing all those people walking to the stadium to their cars made me happy to be on that bus. DerbyBox can be trusted and will hope to use you again in the future. ”

~ Janet and Bob Harrison

“You are truly the expert. The Oaks in the Turf club was amazing and section 120 for the Derby was everything you said it would be.”

~ Lance Shelton

“Doug, Bought tickets from you for the Derby yesterday and everything went off without a hitch. Row B in section 111 was spectacular and a great bang for the buck. Thank you again.”

~ Doug Lavanture

“I just wanted to take a moment and thank Derbybox.com for making our 2014 Kentucky Derby experience special. We purchased 4 seats in the Interior Premium Box section (and requested Row A) and we received exactly the tickets we asked for in the mail three weeks before the event. I must admit being quite nervous about paying big $$$ for these seats without getting the tickets immediately in hand, but you came through as promised. With all the problems being reported with Derby Deals, I'm very happy we went purchased our tickets through your company. I will highly recommend you to anyone planning on attending future Oaks/Derby races. ”

~ William Egr

“My wife and I really enjoyed the Derby the seats were great and after sitting in the boxes in 220 for the 3 years it was really wonderful being in the 300 level ; the other people who joined us in the box were wonderful and everyone had a great time.....Most of all your service was excellent as I told you on the phone this was a decision that we had to make at the last minute since my wife got permission from her Doctor to skip her Chemo treatment which was scheduled for Tuesday of Derby week......You were so helpful and got the tickets to us pronto.....Thank You again and again and God willing we will be calling you again next year...... ”

~ Mike & Liz Solvay

“Everything is great. Thank You for making the reservation for us. We have just checked into the hotel. Very exciting, a lot of guests are already dressed for the occasion. Roses in room and a nice gift bag, we Thank You and everyone responsible for making us feel very welcome. I will recommend you to anyone who is interested next year. Now off to find Donna a hat !!!”

~ Jerry

“I just wanted to let you know how PLEASED I was with the tickets I ordered from your company for the Kentucky Derby. It was an awesome experience from ordering tickets to the actual BIG DAY. I believe the name of the representative I dealt w/ was Mary. She was extremely friendly and very helpful (and patient) on the phone with me, while I decided which tickets to order. 2 of the people I took had never been before and they were totally blown away. I plan on going with your company again, I would love to make the Derby a yearly event . Kudos to your company and your representatives. In today's world, good customer service is a rarity! Sincerely, ”

~ Cheryl Feller

“I don't know if you were the person who took my order, but I just wanted to say a big, belated thank you. The person that I dealt with was very nice and very accommodating (even though I kept losing the call on my cell phone). Also, I was very pleased with the Crowne Plaza hotel, and the tickets to the Derby were great-just as promised. It made my husband's birthday very special, and I would definitely use derbybox again and recommend it to others. Many thanks, ”

~ Claire Carucci

“Thank you to all at Derby Box for making our trip to the Kentucky Derby so much fun. It was the perfect way to celebrate our silver wedding anniversary. We had a really special time and thoroughly enjoyed every minute of it. We’ll definitely be back. Thanks also for sending through the photos. Attached are a couple of our own, including us at the winners party (thanks so much for the tickets) with the winning trainer Doug O’Neill and owner J. Paul Reddam. Sarah loves her hat by Chrissy and had many comments about how great it looked (including several people taking photos at CD). Thanks Chrissy! Thanks again and we hope to make it back next year. ”

~ Mike and Sarah King

“I cannot thank you enough for our tickets to the 2012 Kentucky Derby. I was very nervous about using a ticket broker, and Derbybox.com exceeded our expectations. When the Clubhouse row we ordered (Row E) was not available, Chris offered us tickets under cover a few rows back. I explained to him that I was not interested in being under cover because we were bringing our 2 daughters, ages 6 and 11, to the Derby. I was concerned they wouldn’t be able to see over people’s heads if we were any farther back. Chris said he agreed with me, and would do his best to get us as close to the track as possible. Imagine my shock when our tickets arrived in the mail for Row A, on the rail! We all had the experience of a lifetime! As we continue to tell our friends about our magical day at the Derby, I tell everyone who will listen to buy their tickets from Derbybox.com. I originally started the purchase process for tickets with another local ticket broker, but after numerous unreturned phone calls and an attempted bait and switch on the price, I informed them that I no longer trusted them enough to proceed with the transaction. The staff at Derbybox always answered the phone and answered my questions immediately. We will be repeat customers! Thanks again! ”

~ Scott Humphrey

“Thanks again! I was very pleased with the tickets we purchased from you. The seats were by far the best I've ever had on Oaks day and it was probably the most fun we've ever had at Churchill Downs. ”

~ Natalie

“Margaret & I had a blast! Louisville is a great city, the Galt House hotel was great, and the seats were awesome. We will definitely be back next year, and now we feel comfortable bringing the kids. ”

~ Joe

“Thank you both for a magical Oaks and Derby for my sister and our family. Our seats were fantastic and the days were wonderful. In her honor, since she will most likely not be here next year, we would like the same box, with all six seats for both days ... and parking passes. She was thrilled to be treated to this this year, and looked and felt like a princess. You have no idea what you did! ”

~ Max Barton

“As you know this was one of the items on my Bucket List and I had the time of my Life. The Crowne Plaza had the place really decorated with roses in each room, music, a fantastic buffet and a staff that was so nice and helpful. When we arrived at the Derby the seats were good and the people in our section were all so nice and we made some really nice friends. Your assistance in attire was so helpful and it was a once inA lifetime experience, thank you for making a dream come true. ”

~ Donna

“We purchased both Oaks and Derby tickets from Derbybox.com for the 2011 races. It was a difficult decision for me because I knew that when buying something sight unseen, 9 months in advance, you are relying on the integrity of the company to deliver what they say. There are no protections, credit card or otherwise to fall back on. There are a number of resellers out there but ultimately, I decided on Derbybox because you are local, have a good BBB rating, and I just got a good sense about you and your company. Our tickets came just as promised in mid-April, and we had a fabulous time at the Oaks--our seats were perfect and exactly as advertised. Then the problem came...we had an issue with our Derby tickets and my heart sank. I knew I had no leverage or power to do anything, so now it was time to rely on your reputation and integrity. I contacted you and you immediately rectified the situation. You didn't have to...you knew there was nothing I could do. But your integrity was as you promised on your website...you took care of us. I want to stress to whomever reads this that Derbybox.com is a business who truly values its customers. That doesn't happen much today. You can order your tickets no matter how far ahead, and know that Doug and his team will take care of you. ”

“Thanks so much the GREAT service. Your business is unique, because no oneanswers the phone anymore, but you all do. I loved getting truly greattickets, but the best part was that when I found an error on the invoice, Icalled and MARY answered the phone at 7 pm EST. Who does that these days? No one! That is unprecedented, exceptional service. She was right on it immediately, and understood the need to check with Fed Ex on the address. It turned out that all was well, but if I did not have Mary to help roubleshoot the issue tonight, I'd have had a very sleepless night, for we all know this BCC is the race of the Century with Zenyattta at the helm. My good friend Diana Baker helped raise Quality Road at Spring Hill Farm. Her husband Chris runs the farm, and I am thrilled to have such excellenttickets to see QR challenge Zenyatta. They will both be running the race of their lives, and it is the last race for both. Whoever wins, it is evertheless a Race For the Ages. And I have great tickets for my friends inIllinois, who are driving to Churchill Downs Friday night. Again, thanks to Mary and yourself for providing excellent customer service. I am a customer for life, and I'll be calling you next spring for my DerbyTx. ”

~ Carole

“Just a note to tell you how much I appreciated your excellent service during Derby weekend. I was apprehensive about booking such an expensive trip through a company I'd never dealt with before but you all did a wonderful job. The hotel was lovely and the tickets were great. Thanks so much to your staffers who suggested the box seats instead of the grandstand--that was definitely worth it. And thanks for your help with the shuttle information. I've recommended the weekend to several of my friends and suggested they use your company if they decide to attend. ”

~ Diane J.

“I wanted to send a thank you for your assistance with our tickets for the 134 Derby. Your early assistance in steering me towards various events and ticket 999s was critical to our enjoyment for this special occasion and certainly helped to create a very memorable event and birthday celebration for my wife our guests. We found the Dawn at the Downs event to be well worth the visit and thoroughly enjoyed both the Oaks and Derby. Our seat were unreal from a location standpoint and given the Oaks weather allowed us to enjoy the full slate of races on Friday without concern. I will certainly recommend you to others who may ask and again want to thank you for making our first Derby experience so memorable. ”

“I went last year. I took my dad. He said he would never get there. Just wanted to let you know that we made his dream come true. Your seats in section 112 were awesome. We were 3-rows off the rail and seen baffert, pletcher, and asmussen. I also met tom amoss. We got his autograph. Also got victor espinozas autograph. It was the best trip of our lives. Just thought you should know. ”

~ Ron - Nebraska

“We had a great time at Keeneland! It was a first time for the three others I took up and they loved both the event and view from the seats. I can't thank you enough for the special attention extended to us in light of the tickets' delivery challenge. It's great to know there are still people who go beyond the expected for others. I see the tracking # below and it appears signed by one of employees in our other offices across the street. I'm guessing the FedEx delivery agent mistakenly delivered to the other building here on campus. Please let me know how I can work something out with you on the second set of tickets. We greatly appreciate your exceptional customer satisfaction and will be sharing your name here in Jacksonville, FL and with some of our work team in Louisville, KY.(P.S. - I'll be calling you in a couple months on Derby tickets.) ”

~ Steve

“Doug, just a note to say THANK YOU. The clubhouse box seats (sec 118) you reserved for me for this years Derby were perfect. We were one box off the rail between the tunnel and the winners circle. Exactly where I wanted to be. How did you do it? We saw everything and best of all bet Giacomo to win after visiting his sire (Holy Bull) the day before the race. Needless to say, i'll be purchasing tickets from you for next years race. Thanks again for the great service. ”

~ Michael DiMenna

“We missed seeing you there. The Hummer was excellent; Matt was a fantasatic driver and alot of fun! The box for the Oaks was not a repeat, the Turf Club was very nice as we saw all the stars coming and going. Took alot of pics with them! Overall a great time. Thanks for all your help. The friends we ended up taking had never been so it was great to be where we were. Next time we want the Turf Terrace or the Matt Winn terrace? Is there such a thing, it may all be the Turf Terrace. We enjoyed the hospitality of all the Churchill Downs personnel. They were all very accommodating as so many people did not know where to go. Enjoy the pics. ”

~ Dorminy Plantation

“Thanks again for all your help on the tickets for this year's derby. Everything was perfect - the seats were great, the weather was ideal and the people sitting around us were wonderful. It was everything I had hoped it would be, a memory for a lifetime. ”

~ Bill Hynes

“Our group just got back from the Derby and wanted to let you know what a great time we had. The hotel accommodations you made were fabulous and the Derby tickets were better than expected. Your exceptional service made our experience most enjoyable.”

~ Bob Rose, Houston, Texas

“Everything went absolutely beautifully for my parents, Doug, and thank you for following up! They enjoyed the Oaks very much, their tickets were perfect for them. I had sent them the parking info, with maps, etc. and they found the stadium with no problems, parked, and were immediately transported over the track. They loved the Derby -- all but the rain, of course! lol -- and were right across from the finish line in 1st floor Clubhouse, under cover. I had a Lincoln Town Car and driver pick them up for Derby day at their B&B, and take them to CD. Even had a brick dedicated to them in front of CD so their visit lives on... They were so very happy, and truly, I am grateful for your prompt service, answering all my questions and inquiries, and helping me to get the best tickets for them! ”

~ Marcia A. McGee

“Things were great! We had a wonderful time and really enjoyed our seats. Thank you so much for all your help. It was great doing business with you. ”

~ Z.horne

“Thanks again for the great service on such short notice. The view from the 3rd floor Finish Line was terrific! We had such a great time again this year that we will surely be back in 2005--next time with a larger group. Next year we'll have to go to the Barnstable Brown party or get some tickets in the Turf Club. Talk to you then. Thanks! ”

~ Michael E. Bishop

“Doug and the staff at Derby Box were most helpful in providing us with the Derby and Oaks tickets that we wanted. We received excellent service along with GREAT box seats for both days. I have also ordered memorabilia items from Derby Box and if they didn't have what I wanted, they managed to find it for me. Thanks Doug and all the staff at Derby Box! ”

~ S. Mitchell

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