The downside of the Alltech FEI European Show Jumping Championships was the attendance, or rather lack thereof. In contrast to the dressage championships held at the same venue, the modest 8,000-seater stadium was rarely half-full for the jumping.

Many believed the low turnout was not so much a barometer of interest but a consequence of hefty ticket prices—a covered seat in a prime spot for one afternoon or evening session cost $70 (compared with $30 for cross-country day at the Badminton CCI**** or jumping Derby day at Hickstead).

In addition, unfamiliarity with Windsor as a championship venue (historically, Hickstead stages championships), a partial clash with a major national jumping championship and minimal marketing by the host federation contributed to the low attendance.

As the event drew closer, many hundreds of tickets were given away by event operators Horsepower International in last-minute media promotions or handed-out in downtown Windsor.

Novelty competitions were also devised to get more “names” (like John Whitaker, who was absent, for once, from the British team) into publicity material. An “all-star” eventing Grand Prix allegedly featuring Zara Phillips (who did not attend) did little to fill the seats.

Sporting icon Mohammed Ali, in England to promote his charitable foundation, was asked to take part in a motorcade round the sparsely filled arena during Friday’s “gala night.” He must have left with a very warped view of British equestrianism.

These considerations will no doubt be heeded by the similar personnel involved in organizing the 2012 Olympic equestrian events at Greenwich Park—another urban, untried site.