Belmont Park

A new chapter for a storied place

Belmont Park is one of New York’s most storied destinations — home to the final leg of the Triple Crown, the site where the Wright Brothers once demonstrated flight, and a historic gathering spot for generations. We partnered with S.D. Malkin and the Belmont team to help guide it into its next era as a modern destination for sports, entertainment, hospitality, and retail.

Over a multi-year engagement, we worked closely with architects, interior designers, and development teams to shape the conceptual and design foundation for the site’s renewal. The result was a cohesive brand vision and placemaking strategy that informed everything from experience planning to the recent launch of the UBS Arena and Belmont Park Village.

This is the first step in the newly redeveloped Belmont Park, which will serve as an internationally recognized destination for sports, entertainment, retail and hospitality.

Governor Kathy Hochul


Mural artwork by Mark Stutzman
Photos by: The Belmont Park / NYRA, Mark Stutzman, UBS Arena

Original architectural and landscape elements preserved at Belmont Park in Elmont, New York, including historic gates and mature plantings that survived from earlier eras of the racetrack. Love & War drew inspiration from these existing details in developing the brand vision, placemaking strategy and conceptual guest experience for the Belmont Park redevelopment, using the destination’s history and visual heritage to inform new signage, wayfinding, landscape and environmental design across the property.
Belmont Park — Wayfinding, Placemaking & Guest Experience by Love & War Custom directional signage and landscaping at Belmont Park in Elmont, New York, guiding visitors to the racetrack, gardens and other destinations across the historic property. Love & War developed the brand vision, placemaking strategy and conceptual guest experience for the larger Belmont Park redevelopment, helping shape signage, wayfinding, landscape and physical touchpoints that connect the historic racetrack with UBS Arena and Belmont Park Village.
Belmont Park — Environmental Branding & Destination Experience by Love & War Branded environmental graphics and arrival signage at Belmont Park in Elmont, New York, bringing the destination’s horse racing heritage into a contemporary physical experience. Love & War developed the brand vision, placemaking strategy and conceptual guest experience for the larger Belmont Park redevelopment, extending the identity across environmental graphics, signage, wayfinding, landscape, merchandise and other guest touchpoints connecting the historic racetrack, UBS Arena and Belmont Park Village.
Belmont Park — Staff Uniforms & Destination Brand Experience by Love & War Custom staff uniform for Belmont Park in Elmont, New York, featuring a varsity-inspired jacket designed to bring the destination’s heritage and visual identity into the guest experience. Love & War developed the brand vision, placemaking strategy and conceptual guest experience for the larger Belmont Park redevelopment, extending the destination brand across uniforms, merchandise, signage, wayfinding and other physical touchpoints connecting the historic racetrack, UBS Arena and Belmont Park Village.
Campaign imagery for Belmont Park in Elmont, New York, featuring a jockey on horseback against a graphic backdrop inspired by the historic racetrack’s visual identity and racing heritage. Love & War developed the brand vision, placemaking strategy and conceptual guest experience for the Belmont Park redevelopment, creating a contemporary destination identity that celebrates Belmont’s connection to thoroughbred racing and the Triple Crown while extending the brand across communications, merchandise, hospitality and the physical experience.
Custom Belmont Park invitation design featuring a horse racing motif and diamond pattern inspired by the historic New York racetrack. Love & War developed the brand vision, placemaking strategy and conceptual guest experience for the Belmont Park redevelopment, extending the destination identity across packaging, merchandise, signage, wayfinding and other branded touchpoints that connect Belmont Park’s horse racing heritage with its next generation of sports, retail and hospitality experiences.
Belmont Park — Custom Merchandise & Destination Branding by Love & War Custom Belmont Park Triple Crown jacket featuring embroidered horse racing imagery and floral graphics inspired by the heritage of the historic racetrack in Elmont, New York. Love & War developed the brand vision, placemaking strategy and branded guest experience for the redevelopment of Belmont Park, extending the destination identity into custom apparel, merchandise and hospitality touchpoints that connect Belmont’s horse racing legacy with a new generation of visitors.
Love & War touring UBS Arena during construction at Belmont Park in Elmont, New York, as part of our multi-year involvement in shaping the arena and broader Belmont Park redevelopment. Love & War developed the conceptual design direction and guest experience strategy for UBS Arena, working alongside architects, interior designers and development teams to help inform the arena’s architecture, circulation, private clubs, suites, food and beverage venues, branded spaces and overall hospitality experience.
Belmont Park — Wayfinding, Signage & Placemaking by Love & War Installation of custom Belmont Park and UBS Arena wayfinding signage as part of the redevelopment of the historic Belmont Park in Elmont, New York. Love & War developed the brand vision, placemaking strategy and conceptual guest experience for Belmont Park, helping guide the destination across signage, wayfinding, landscape, architecture and other physical touchpoints connecting the racetrack, UBS Arena and Belmont Park Village.
UBS Arena under construction at Belmont Park in Elmont, New York, during the development of the new home of the New York Islanders. Love & War developed the conceptual design direction and guest experience strategy for UBS Arena, working closely with architects, interior designers and development teams to help shape the arena’s hospitality experience, private clubs, food and beverage venues, suites, branded spaces and connection to the larger Belmont Park redevelopment.
UBS Arena under construction at Belmont Park in Elmont, New York, showing installation of the arena’s exterior UBS signage ahead of opening. Love & War developed the conceptual design direction and guest experience strategy for UBS Arena, working with architects, interior designers and development teams to help shape the arena’s architecture, hospitality spaces, private clubs, food and beverage venues, suites, branded environments and connection to the larger Belmont Park redevelopment.
UBS Arena — Arrival Hall Mural & Guest Experience by Love & War Large-scale mural artwork by Mark Stutzman in the arrival hall of UBS Arena at Belmont Park in Elmont, New York, celebrating the history and culture of the New York Islanders. Love & War developed the conceptual design direction and guest experience strategy for UBS Arena, working across art, interiors, branded environments and hospitality spaces to create a distinctive sense of place throughout the arena and connect the new venue to the Islanders’ heritage.
Original Large-scale mural artwork by Mark Stutzman in the arrival hall of UBS Arena at Belmont Park in Elmont, New York, celebrating the history and culture of the New York Islanders. Love & War developed the conceptual design direction and guest experience strategy for UBS Arena, working across art, interiors, branded environments and hospitality spaces to create a distinctive sense of place throughout the arena and connect the new venue to the Islanders’ heritage.