Column: Shelbyville, Home of the Indiana Derby

Shelbyville Indiana – another Indiana Derby is now in the record books. All eyes were on Shelbyville Saturday. Thousands attended in person and millions at horse tracks and off-track betting parlors across the country watched the Indiana Derby.

The race day crowd of stylish men in bow ties and elegant women in fancy hats enjoyed a truly timeless event. It’s a race that never disappoints, captivating spectators year after year. Whether you’re a seasoned-racing enthusiast or a first-time attendee, the Indiana Derby promises an unforgettable experience.

After enjoying a delectable lunch and a mint julep or two, the Bugler blew that famous 15-second tune, “Call to the Post.” It was “riders up,” “they’re off,” and a couple minutes later time to cash those winning tickets. For those who did not pick Dragoon Guard, there’s always next year.

The citizens of Shelbyville now turn their attention to Hirons, an Indianapolis-based marketing and communications company hired to help the city create a new marketing brand.

I don’t know if anyone from Hirons attended this year’s Indiana Derby.  Since it is the largest professional sporting event to ever take place in Shelbyville, I do hope so. I have lived in Shelbyville for 68 years and I must pinch myself to make sure that I am not dreaming when attending the Indiana Derby. Somehow it still seems unbelievable that Indiana’s only thoroughbred horse track is in my hometown.

Thoroughbred horse racing is unique to Shelbyville. No other city, big or small, in Indiana has it. To me it seems like a no-brainer. Shelbyville needs a brand that capitalizes on thoroughbred horse racing.

Let’s see. What could it be? Maybe, “Shelbyville, Home of the Indiana Derby.”

Hirons needs to put the $100,000 we paid them into figuring out how we use this annual event to promote our city. 

Unfortunately, Hirons has been busy conducting a community survey. Supposedly the survey will assist in creating a new brand. It all has something to do with contributing to our “great social cohesion.” 

It sounds like we are headed toward a big group hug. Hirons will come up with a brand to “capture the unique spirit, values, and aspirations of our residents, and showcase what makes Shelbyville special.” 

I hope Hirons isn’t just selling us one of those generic brands. You know the ones. Brands that use words like, explore, eat, shop, discover, authentic, friendly and genuine. Brands that use phrases like “four season destination,” “historic downtown,” “best kept secret,” “close to it all,” and “so much to do.” 

I’ve visited a great number of other Indiana cities. Like Ripley famously said, “Believe It or Not,” the people living there share our spirit, values and aspirations. So, if that is the basis of our new brand, then it will not be unique to Shelbyville. The brand will make just as much sense if you plug in the name of any surrounding city. 

Hirons is scheduled to deliver a virtual presentation to the city leaders on July 11. I hope Shelbyville didn’t put their money on the wrong horse.

See you all next week, same Schwinn time, same Schwinn channel.