Saratoga: “The August place to be” (Saratoga Race Course)

The Saratoga Race Course (at Saratoga Springs, New York) is one of the oldest courses in the United States. Saratoga’s main racing month is August.
 
“The August place to be”—using the month of “August,” but also implying the word “august” (respected, impressive)—is a popular Saratoga slogan. The slogan was trademarked with a first use in August 1981.
 
Saratoga has also been called the “August Mecca.”
   
     
Wikipedia: Saratoga Race Course
Saratoga Race Course is a thoroughbred horse racing track in Saratoga Springs, New York, United States, with a capacity of 50,000. Opened in 1863, it is the third oldest racetrack in the US (after 2nd oldest Pleasanton Fairgrounds Racetrack & oldest Freehold Raceway), though it is often considered to be the oldest sporting venue of any kind in the country.
       
Google News Archive
2 August 1982, Schenectady (NY) Gazette, pg. 15, col. 3 ad:

The August place to be.
Saratoga’s Longest Meeting Starts Wednesday.
 
Google News Archive
17 August 1984, Schenectady (NY) Gazette, pg. 29, col. 2 ad:
SARATOGA
THE AUGUST PLACE TO BE
This Saturday:
the Travers
 
12 May 1985, New York (NY) Times, pg. H20, col. 2 as:
SARATOGA
The August place to be.
The easy way to be there
If it’s August, it must be Saratoga. And if it’s Saratoga, it must be the most beautiful month of thoroughbred racing anywhere.
 
OCLC WorldCat record
Saratoga : the ultimate racing experience
Author: Frank R Scatoni; Horsephotos (Company)
Publisher: New York, NY : DRF Books, ©2004.
Edition/Format:   Print book : English
Contents: Introduction: the august place to be—
 
OCLC WorldCat record 
The Saratoga race course : the August place to be
Author: Kimberly Gatto
Publisher: Charleston : History Press, 2011.
Edition/Format:   Print book : English
 
The Irish Times
The Tipperary-born New York gangster behind America’s oldest race track
John Morrissey was, among many things, America’s bareknuckle boxing champion
Wed, Jul 20, 2016, 21:00
Dave Hannigan
(...)
On Friday, Saratoga opens for its annual 40-day season as the oldest track in the country with a tradition so enshrined that it trades on the simple slogan, “The August place to be”.
 
(Trademark)
Word Mark THE AUGUST PLACE TO BE
Goods and Services (CANCELLED) IC 041. US 107. G & S: PROVIDING HORSE RACING EXHIBITIONS. FIRST USE: 19810801. FIRST USE IN COMMERCE: 19810801
Mark Drawing Code (1) TYPED DRAWING
Serial Number 73682574
Filing Date September 4, 1987
Current Basis 1A
Original Filing Basis 1A
Published for Opposition February 16, 1988
Registration Number 1487878
Registration Date May 10, 1988
Owner (REGISTRANT) NEW YORK RACING ASSOCIATION INC., THE DBA NYRA CORPORATION NEW YORK P.O. BOX 90 JAMAICA NEW YORK 11417
Attorney of Record ALBERT ROBIN
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Cancellation Date November 14, 1994