Kentucky International Equine Summit Ends With Essential Call for Unity Within the Industry

By Lauren Greathouse

At the Kentucky International Equine Summit Olympic Gold medalist David O’Connor urged the disparate elements of America’s horse industry to work in concert to improvement promotion in the sport. He said that the 2010 Alltech FEI World Equestrian Games (WEG) gives America’s horse community a unique opportunity to reach a large segment of the public. The WEG is to be held in September in Lexington, Ky. He made his remarks on Tuesday at the Kentucky International Equine Summit, sponsored jointly by the University of Louisville and the University of Kentucky.

“There will be 700,000 people coming to the games,” said O’Connor. “Media from all over the world will be here. This can be a catalyst for promoting horses. These games won’t be back in America for another 25 years.”

O’Connor said that people in horse sports suffer from a “silo mentality” in which they compartmentalize their participation and don’t see themselves as part of the overall horse industry. He said that horse organizations must unify to create a promotional resource.

He drew a parallel between horse sports and track and field events. It’s difficult to promote javelin throwing, O’Connor pointed out, unless it’s packaged as part of the overall sport of track and field. Horse people should think of their participation as being part of the overall sport instead of just their individual discipline, he stressed. “None of us is big enough to play on the world stage by ourselves,” said O’Connor.

He emphasized that there is a desire among many Americans to interact with horses and it’s the responsibility of horse people to reach out to them. “The economic impact study done by the American Horse Council showed that horses are a $112 billion industry in the United States,” he said. “Americans want to have an association with horses. The USEF wants to create opportunities for people to participate in horse sports.”

Speaking as president of the United States Equestrian Federation (USEF), O’Connor said that the USEF’s “On The Road” outreach program has been successful in increasing the presence of horse sports around the United States. “We’ve taken the horse to the public instead of waiting for the public to come to us,” he said. “We need to get horses onto the internet, onto TV, and into the mainstream media.”

The Equine Economy in the 21st Century

Speakers came from all corners of the equestrian community, and beyond, yet their messages had several similarities. The importance of unity in the equine industry was echoed through a call for unity and a prompting to explore new methods of promotion during the final day of the Kentucky International Equine Summit.

The upcoming 2010 Alltech FEI World Equestrian Games, to be held at the Kentucky Horse Park for the event’s first venue outside of Europe, is a prime opportunity for horse enthusiasts to help showcase America’s love affair with the horse, speakers agreed.

“We have the theme of unity, and the theme of inclusiveness for the 2010 World Games,” said John Nicholson, Executive Director of the Kentucky Horse Park. “All of us here need to talk about legacy. There’s opportunity for the United States horse industry to permanently plant the horse in the U.S. consciousness.”

An extension of the WEG, the World Games 2010 Foundation, was formed to “put the time and effort into making sure we put on the very best show, and be commercially responsible,” said Terry Johnson, Vice President of External Relations for the foundation. “We’re speaking to a number of different audiences, and have to balance saturating the horse world with helping to grow [equestrian] sports with new people.”

Appealing to another part of consciousness is the focus of branding executed by Del Mar Thoroughbred Club. “Your brand is in everything you do,” said Craig Dado, Vice President of Marketing for the racetrack. “You need to commit to it, and you need to control it. Our plan was to make Del Mar sexy, to sell the social scene, and make going to Del Mar a cool thing to do.” The effort has proven to have teeth, as on-track attendance is up 17% since the new brand was introduced, said Dado.

Corey Johnson, President of Kentucky Downs in Franklin, said his track’s focus was to recognize and cater to the different clienteles. “You have the serious handicapper, and you have those that just want to gamble, be it on horses, slots or sports,” he said. “Then you have the sports fan, who loves all kinds of sports, and the entertainment seeker, who would be at his favorite restaurant with the family if he wasn’t at the track.

“Sometimes we ignore one type or the other, and we have to appeal to all types of fans,” he said. “You have to provide a safe, secure, clean atmosphere. You have to do your research and plan your marketing. If you can’t afford to pay a firm, you can learn a lot by just walking around and talking to lots of different people.”

One event that knows its market and what works is the All-American Quarter Horse Congress, held annually in Columbus. Recognized as the biggest equine expo in the United States, last year it attracted over 650,000 paid spectators and exhibitors over a many-day span.

Denny Hales, Executive Vice President of the Ohio Quarter Horse Association, said “the goal of the Congress is to be the mutual fund of the stock market. We do a lot of different things to appeal to lots of different people. There is evolution and constant change in this industry, and we need to embrace that rather than resist it.”

Another equine event that has its niche is the Little Brown Jug, held every September at the fairgrounds in Delaware, OH. Known as the biggest party in harness racing, Director of Marketing Phil Terry said the Jug survives on its history and tradition. “Everyone in the town of Delaware shares ownership of the event,” he said. “I wish everyone had the crowds we do, and that’s in spite of everything we do going against current culture.”

Unlike most American racetracks, the backstretch and barns at the Jug are open to the public, where people can interact with the horsemen and horses, Terry said.

The Florida Carriage Museum and Resort in Weirsdale, FL, has numerous interactive elements as well, said founder Gloria Austin. “People have very little exposure to large animals anymore,” she said. “And the importance of the horse in history gets very little play. No one teaches the social impact of the horse on civilization.”

Austin said her group has available entire curriculum on teaching about the important role of the horse in history, and urged equine enthusiasts to educate themselves and others.

Horse sport is very much top of mind in England and Ireland, and is deeply imbedded in local culture and history. All facets, including racing, are robust, said Sam Sheppard, Chief Executive of the European Breeders’ Fund. “Our racing is covered in every newspaper, every day, as well as on television, cable and internet,” he said. “I think that’s what binds people to horses at an early age. Virtually all equine activity today can trace back to England in some way.”

David Osborne, who is a member of the Kentucky legislature, a developer of equine-themed communities, and a horse owner, spoke about the Kentucky Recreational Trails Authority.

Senate Bill 196 “gave teeth” to the development of a trails system, which allows for the government to enter into agreements with private land owners, and provides liability relief for land owners.

Jerry Fruth, President of the U.S. Equine Trails Coalition, is a former polo player and champion endurance rider. “There’s a horse population of nine million in this country, and roughly half of them are recreational horses, which includes trail riding, endurance, and hunting. [A quarter] of the horses in the U.S. are in Kentucky or in the states that surround it.

“David’s bill will have tremendous impact,” he said. “In a few years, this will be the best state in the nation to trail ride. People will come here from all over the country, and spend a boatload of money while they are here.”

Osborne said horse people should not be hesitant to contact their legislators. “The squeaky wheel gets the grease,” he said. “We’re not really good at going out and advocating for ourselves. Don’t be afraid to pick up the phone and let them know how important issues are to you personally, and how important they are state-wide.”