Peru’s Jockey Club del Perú is executing a business transformation aimed at cementing annual revenues of around 102 million soles, diversifying beyond horse racing through real estate development and a push to attract younger audiences.
Danilo Chavez, president of the Jockey Club del Perú, said horse racing remains the club’s core business, accounting for 60 percent of total revenues. He said the division closed the first half of 2026 with growth of roughly 8.2 percent compared with the same period in 2025, building on 5 percent growth recorded in 2025 over 2024.
Real estate master plan
The club, located in the Surco district of Lima, is developing a Real Estate Master Plan alongside an international consultancy to monetize unused land within its Monterrico facilities. Chavez said options under evaluation range from residential developments and a concert coliseum to educational infrastructure and expanded commercial areas.
He said the club had commissioned the analysis to chart a roadmap, and that projects of this kind typically require two to four years for planning, permits, and execution.
Real estate and corporate event rentals currently account for between 22 and 25 percent of club revenues. Clients using the facilities include Interbank, BCP, and Chinalco. The club’s total economic activity across horse racing, events, concessions, and institutional operations reaches between 100 and 102 million soles a year, according to Chavez.
Targeting younger audiences
To attract new visitors, the club has shifted its communications toward Instagram and TikTok, producing content that has exceeded 500,000 views. It has also staged themed events at the racetrack.
A recent event dedicated to the cosplay and anime community drew more than 15,000 attendees. Chavez said 90 percent of those visitors were entering the facility for the first time and that many went on to show interest in the racing itself. He said the club aims to complement horse racing with music shows, food offerings, and improved security to deliver a complete entertainment experience.
The club maintains free admission to its public grandstand, drawing average weekend crowds of 5,000 people. Its flagship event, the Clasico Independencia, run without interruption since 1919 as part of Peru’s national holiday celebrations, attracts more than 20,000 spectators. The club also recently launched a new mobile app aimed at simplifying online wagering and connecting with younger users.
Shared horse ownership
The Jockey Club is promoting syndicate ownership of racehorses, a model common in the United States and Europe, as a way to broaden participation in the sport. Under the scheme, ownership of a horse is divided into shares, letting groups of friends or small investors split costs.
Chavez said monthly upkeep for a racehorse, covering feed, veterinary care, shoeing, and a groom, runs about $400. A group of five co-owners would each pay around $80 a month.
Membership and investment
Social membership contributions represent about 18 percent of revenues. The club has 5,000 active members, split between 55 percent lifetime members and 45 percent regular members, and invests around $150,000 a year in upgrading its facilities.
Chavez said the club attracts between 50 and 70 new members annually, generating close to $1 million a year in membership income. The club will also host a Davis Cup tennis event this year.
