And they’re off! On the sidelines of a pricier Derby, a race for small-dollar spending

The Kentucky Derby, long known as “the most exciting two minutes in sports,” may be on its way to becoming some of the most expensive two minutes in sports.

Ticket prices for the iconic horse race have more than tripled over the past decade, from an average of $378 in 2014 to $1,254 this year on the resale market as of April 22, according to the booking platform TicketSmarter.

That could reflect strong demand for the race’s 150th anniversary, but it’s also partly because Louisville’s Churchill Downs Racetrack has worked to lure spendier customers through its gates. The facility has shaken up its seating and poured $200 million into a renovation that debuts at this year’s Derby and features, among other upgrades, “a new luxury equine-focused dining experience.”