Finish Line Flavor: Bringing the Celebration to Life at the the GE Derby Marathon
Each spring, as runners cross the finish line of the GE Kentucky Derby Festival Marathon and miniMarathon, they’re met with more than medals and cheers—they’re greeted with the unmistakable energy, flavor, and hospitality that only GE and Michaelis Events can deliver.
We’ve had the honor of supporting this dynamic event for the past four years, helping GE create an unforgettable Finish Line Activation—a space where celebration meets comfort, and where families, supporters, and athletes come together to bask in the joy of a race well run.
A Partnership That Keeps Evolving
Our journey with this annual event began back when the race was still hosted on the lawn of Louisville City Soccer Stadium. From there, it has grown and transformed—relocating to the vibrant Ohio Riverfront in front of Louisville Slugger Field, and expanding in both scope and spirit.
As title sponsor of the Kentucky Derby Festival, GE anchors the finish line area not only with their official timing board but with an immersive activation zone that’s become a highlight for runners and families alike. And that’s where we come in.
Where the Race Ends and the Celebration Begins
GE’s Finish Line Activation is the first stop for many runners after they cross the finish line and claim their medals. It’s more than a photo op—it’s a thoughtfully curated celebration space featuring:
- All-white tables and chairs, creating a fresh, inviting space for rest and recovery
- A vibrant culinary activation that changes each year to surprise and delight guests
- Staffed stations where our team preps, assembles, and serves food on-site
- GE appliances featured in action—including their residential smokers and mixers
From Celebrity Chefs to Smoky Sliders
In the first year GE sponsored the event, they brought in a celebrity chef to headline the activation. We handled the full culinary production behind the scenes—prepping and serving food while the chef dazzled the crowd with live cooking demos. It was a huge hit.
Two years ago, GE decided to shift the focus to showcasing their home appliance line. Since then, we’ve helped them build an activation around their smokers and stand mixers, creating a high-energy food experience with:
- Mini pulled pork and chicken sliders, hot off the smoker
- Fresh-baked mini chocolate chip cookies, mixed on-site with GE’s residential kitchen appliances
This hands-on approach gives guests a flavorful taste of what GE does best—innovating the everyday—while our team brings the vision to life with seamless service, engaging presentation, and all the small details that make a big impact.
A Tradition We Look Forward to Every Year
From the branded backdrops to the last chocolate chip cookie served, we pour creativity and care into this event because we know it matters—not just to GE, but to the thousands of runners and families who gather in this space. It’s an interactive, feel-good experience we’re proud to produce and one of the most joyful mornings we get to be a part of all year.
Looking for things to do in Louisville during Derby week? Make sure to cheer at the GE Marathon finish line—and grab a slider while you’re there.
From large-scale brand activations and corporate catering to immersive community events with high-traffic impact, Michaelis Events is proud to partner with world-class companies like GE to deliver standout experiences across Louisville and beyond. Let’s build something extraordinary together.
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