'Magic is in our name, we want people to feel Magic': Eleven days of Magic events come to the Gold Coast

Cover image courtesy of Magic Millions

Putting together the calendar for the events on the Gold Coast is largely an internal effort done by Magic Millions staff, with each individual event run by different personal across different businesses to create the TAB Gold Coast Magic Millions Carnival.

Organising so many events over a short period of time is a mammoth effort and impressively nearly all the events are organised by an in-house Magic Millions team. Even the external events, organised by contractors, form part of the whole Carnival and are overseen by the team at Magic Millions.

“The whole carnival is organised internally with a few contractors to help with the showjumping and polo. The team is unbelievable for pulling everything together, it’s a lot of very long days. It’s a big job, but we’ve got some great colleagues, and we work closely with a lot of people and our partners, the Gold Coast Turf Club, Racing Queensland, etc. It’s great to showcase the Gold Coast,” said Greg Irvine, Magic Millions’ Media Manager.

“Small bits of magic bring the big magic. You’re only as good as every team member and everyone has a role to play. Everyone works to the best of their ability, and we think we do it well.”

A Magic impact on Queensland tourism

In 2025, the Magic Millions Gold Coast Carnival contributed over $50 million in economic value to Queensland with over 100,000 visitor bed nights over the two week carnival, and in 2026, the sales company will celebrate 40 years of operation.

“The Gold Coast Magic Millions Carnival delivers a major boost for the Gold Coast visitor economy, attracting interstate and international visitors and generating tens of millions of dollars in economic impact for the city,” said Experience Gold Coast CEO John Warn.

“What makes this signature Gold Coast event so special is the way it blends world-class racing with live entertainment, hospitality, fashion, and our iconic coastal lifestyle, creating an experience that is uniquely Gold Coast.

“The Carnival continues to grow and evolve adding fresh and exciting events like twilight racing which attract new audiences and plays an important role in positioning the Gold Coast as a world class destination for major sporting and lifestyle events.”

Barrier draw showcases horsemanship to the public

One of the most photographed events on the calendar is the R. Listed Magic Millions 2YO Classic barrier draw, featuring horses galloping along the iconic beaches of the Gold Coast. In 2026, the event shifts to Broadbeach. Cyclone Alfred in March 2025 caused mass erosion of beaches from Coffs Harbour to Surfers Paradise, and the ongoing remedial works is the core reason for the new location of the barrier draw in 2026.

“It’s about a kilometre up the beach to Broadbeach. The area has more beach for the horses and works with the tides. Most people stay in Broadbeach, so it’ll work out well for our clients,” said Irvine.

“The main action begins with the horses galloping every half hour or so from 6.30am. We are taking horses to the people, which is very important. People don’t have to come out here (to the sales yard). It’s very important that people can come here (to the barrier draw), meet the horses, and meet the jockeys. It’s different to the usual barrier draws which are often closed shops.

“We might find someone who wants to become a horse owner, or a child might want to become a jockey after they meet one of their heroes. It’s taking the event out to the people. It’s a wonderful event.

“It takes a bit of organising but it’s a wonderful event and the photos go around the world with thousands of people coming down to watch across the morning. Seeing them engaging with us is important.”

It’s all about the horses

The horses used in the barrier draw event are older retired racehorses, who are used to being ridden short by jockeys, as well as accustomed to crowds.

“We have a team of people who are good horse people who source the horses. They are all retired Thoroughbreds, and they are brought into a bit of training (before the event), so they are conditioned for it. They are all local horses, and now some of them have done it a few times,” said Irvine.

“Some are stakes winners, some are non-winners, and the horses love it. And the jockeys too!. We could have a hundred horses and still have enough jockeys. It’s on the bucket list of every jockey to ride along the beach on that morning. There’s a mixture of interstate and local jockeys and this year we have an American jockey Julien Leparoux, so there’s a touch of international flavour. The ambassadors, Billy Slater and Zara Phillips, join in on one of the runs, so it’s a good bit of fun.”

Leparoux has won seven Breeders’ Cup races and is currently visiting family in Australia.

“They don’t go at full speed, but the horses and riders love it. It’s where people are, they are going for morning walks or riding their pushbikes and they stop and engage. It’s not preaching to the converted, we are getting new people interested in racing.

“If 5000 people walk go past and only two new people become interested in racing, we’ve done our job. The horses love it, they put their heads over the fence for kids to pat them, and they crave the attention.”

It’s not just about the public, it’s also about the connections of the horses in the R. Listed Magic Millions 2YO Classic.

“The connections come down for the draw (at 9am), and we actually have cars from the complex here with a magnet on the side, so they get the full red carpet treatment," said Irvine. "We want to make them feel special for being part of the race, and we treat them like celebrities. We have a tent with refreshments for the owners. Without owners, trainers, breeders, we don’t have an industry, so it’s nice to make them feel special.”

Making connections feel special

Making connections feel special goes beyond the barrier draw for Magic Millions. Both the racedays have little touches added by Magic Millions that increase the sense of achievement for owners.

“We make special caps for all the strappers with the sponsors' names and colours on them, and then we have a bunch of caps with ‘winner’ written on the back of them to give to the connections of the winners,” said Irvine.

“It’s those little things, and I don’t think that’s done anywhere else in the world. It’s a big production. It’s good for the sponsors and it’s great for the connections. They won that race, and they get to keep a cap that says the race name like, “Magic Millions Subzero 2026” and “Winner”. Between the stable and the owners, each winner gets 25 caps to proudly wear. They make great mementoes. Not everyone can get the trophy or the rug, but hopefully everyone can get a cap and the memories, and keep it with the racebook and tell their grandkids about it. Not many people win a Magic Millions race.”

Having a unique memento for the connections of winners is important in a world where most horses have multiple owners, and there is only one trophy. Many syndicated horses have ownership groups who never get to keep the trophy or winner’s rug.

“It was an idea that came from Joe O’Neill from Prime Thoroughbreds," Irvine said. "We were talking about how owners like to have little mementoes. It adds to the vibe of it. We do it at all our Magic Millions races, Caulfield, Pinjarra, Wyong, Tasmania, all of them. Everyone gets a winner’s cap, and the Racing Women bonuses, they get a special cap too.

“Magic Millions was the pioneer of the sales-based race and that’s copied all over the world. We were the first to have ringside dining at the sale with people on tables watching the sale, and that’s been copied all over the world too. We have a Racing Women’s bonus which has been replicated in some places. We are proud to be innovative, and just to try and make things good for our clients. Magic is in our name, we want people to feel Magic.”

Running two race days across the carnival is the Gold Coast Turf Club.

“The whole team begins planning for the carnival in July,” said Gold Coast Turf Club CEO Steve Lines. “We bring in around $2 million worth of infrastructure just for the event, and we build our hospitality stock up to four times the food and beverage we would normally have. We bring in around $1.1 million in stock for the carnival.

“We have a dedicated area for owners every year, and we expect to have a lot of VIPs both for the club and for Magic Millions coming to both race days. We implemented the owners’ area a few years ago to enhance the experience. It is right beside the track, but it gives owners somewhere separate from the main crowd, and there's food and beverage on offer in the area, as well as members' passes for the enclosure as part of normal owner privileges.”

Setup begins in December, Lines shared that the club is expecting a crowd of up to 10,000 on Saturday for the $3 million Magic Millions Sunlight 3YO Plate card, and a crowd of 20,000 for the 2YO Classic card the following weekend.

“We’re very excited,” he said. “These are the semi-final and grand final weekends for us. This is what we live for, so we are really looking forward to it.”

Showjumping day puts the spotlight on Off The Track horses

A prize pool of $100,000, spread down to 20th place for the Queensland Off-The-Track (QOTT) Cup Final, is on offer at the Magic Millions Polo and Showjumping Day on Sunday.

“The QOTT Program is incredibly proud to partner with Magic Millions to present the QOTT Cup Final,” Racing Queensland Senior Animal Care Manager Kim Duffy told racingqueensland.com.au.

“This year marks the third running of this exceptional event, which continues to showcase the versatility, athleticism, and adaptability of retired racehorses. Driving demand for retired racehorses in alternative careers in their post-racing lives is a key principle underpinning the QOTT Program, with premium event partnerships like Pacific Fair Magic Millions Polo and Showjumping complementing the support available for all disciplines and levels of competition through the QOTT Event Sponsorship Program.

“Over the past four years, the QOTT Program has launched ten major initiatives to support racehorse aftercare in Queensland. The QOTT Cup Final is a proud showcase of the QOTT Program and our commitment to supporting the equestrian community, who play a major role in caring for retired racehorses for the duration of their post-racing lives.”

Bringing the Magic across other states

Magic Millions takes their philosophy around each sale being an event that’s bigger than the sale and replicates it across other states.

“We have a lot to look forward to over the coming months,” said Irvine. “We have our races in each of our destinations, in Tasmania, Adelaide, Perth, all have Racing Women bonuses, and in each location, we have some get-togethers and work with the local PRAs to have functions to promote horse ownership.

“It’s about demystifying the industry and letting people come in and not be overwhelmed by it. (People can) come and talk to us about how they can get involved. As soon as you walk onto a Magic Millions complex, come and talk to us. We are all hooked and it’s only curable by death. It’s an amazing industry.”

And the final word on the sale itself. It’s the core reason that racing participants head to the Gold Coast for early January.

“We are proud of what they’ve done (with our graduates). Our 3-year-old crop has had six individual Group 1 winners so far," said Irvine. "Ole Dancer, Apocalyptic, Autumn Boy. A horse like Cool Archie won his Group 1 at two but he’ll come back and win more. There has been horses from Book 1 and Book 2, and at all prices. We always say there’s something for everyone, and the race results prove that it’s true."

Table: Schedule of Magic Millions Gold Coast events over the next fortnight