My most recent article, “We Need To Strive To Better Ourselves” drew a huge reaction. Most of the article was asking the question: Do we ask our riders to strive to go to the next level? It was by no means knocking the lower height divisions. All I was saying is that we should use all the divisions as steppingstones.

I’ve always thought that a good writer presents topics that can be discussed. I’ve never thought I had all the answers, but simply many of the questions.

People tend to criticize and resist change, but sometimes change works. And sometimes we must revisit our decisions.

Good Shows Aren’t Cheap

One of those questions is: how will the different winter circuits attract their consumers? Will they bring the loyal supporters back? Will they bring new customers to their venues? Have show managers implemented new ideas, jumps, footing and divisions, or will it be the same old, same old?

All of us as owners and trainers need to understand that if we don’t work with the show managers and help them be a success, no one will want to run our shows and put up the money to host them. This holds true at all levels of shows from the unrecognized, to the “B,” “A” or “AA.” Would we rather have a professional show manager or a weekend volunteer who doesn’t have to make a living running shows? It’s a fine line. There’s resentment toward management, as people feel they’re the enemy and they’re the ones “making so much money.” I can assure you that running any type of show worth going to costs a great deal of money.

We as the consumer want more and more. We want good footing, good stabling, a good schedule, plenty of schooling and riding areas. We want nice awards and ribbons (yet many of those coveted ribbons are thrown in the trash at the end of the show). We want good hotels in the area, good restaurants and convenient airports. We want top judges, great course designers (both hunter and jumper), top office staff, great announcers, excellent communication between the rings and the barns, good weather, perfect in-gate personnel, good food, top jump crew, good stewards, top EMT and ambulance service. All of these “wants” cost money.

I’ve always said that every exhibitor should run one show in his or her life. He or she should be the manager, in-gate, jump crew, course designer, announcer, judge etc. Each of us would have a better idea of what goes on in making a top show happen.

The expense of putting on a rated show is huge. From payroll to jump rentals to port-a-johns, U.S. Equestrian Federation dues, drug fees—and the list goes on and on!

Coming Up With The Cash

So what’s the solution? More sponsorship so the exhibitors don’t have to pay for the price increases across the board? Our sport has never been very good at attracting sponsorship in this country. There are 9.2 million horses in 45 states. The horse industry involves 4.6 million people and provides 460,000 full-time jobs, and we all pay 1.9 billion dollars in taxes. Within the horse industry, 2,718,954 are show horses. Those are impressive numbers.

With those numbers as high as they are we should be able to attract sponsors.

But why is it that we have a hard time attracting spectators? Even the grand prix classes have a hard time attracting the public. Yet in Europe most top shows are sold out. The first Pfizer $1 Million Grand Prix at HITS Saugerties (N.Y.) featured a concert after the class, and both the class and the concert were well attended. Spruce Meadows (Alta.) has always attracted many people (easily 50,000 in a single day) for their big classes. They also seem to have many sponsors who are committed year after year.

So how can management change how we attract the general public and big-time sponsors in this country? Are our classes too long? Do people get bored at the average show and at our derbies and our grand prix classes? How do we change that and still make horse shows survive?

We have the HITS team offering a 3’3″ $500,000 classic in 2011. That’s impressive money. Obviously Tom Struzzieri and the HITS team believe that this is an area that is well supported at his shows, so why not reward those riders? This class has sent the hunter world into taking sides and criticizing management.

The newly created U.S. Hunter Jumper Association International Hunter Derby has now offered $100,000 finals for two years. This year coming up will offer close to $900,000 in derby money across the United States. That’s also impressive money that the hunters have longed for. But here again the money won in those derbies was the biggest controversy at this year’s USHJA convention.

Money won has been a huge attraction in many of our U.S. sports: golf, tennis, western reining. Yet we’re fighting about rewarding our horses and riders for money won. I would think that sponsors are able to relate more to money won rather than how many blue ribbons a horse has won.

Europe and Canada have huge money classes for the jumpers, and their riders have a huge spectator following.

I’m sure it’s because they’re charting the riders who win a great deal of money. The race horse world is about money won at every level. The Breeders’ Cup is the carrot that inspires the trainers and breeders to find that special horse.

The reining world has put together programs that offer millions of dollars. Yet we’re unable to see the end result of money won for the hunter world. I think it’s mainly because this is such a new concept for the hunters.
Let’s try to get behind our managers who are trying to inspire our sport. Let’s try to help create big money classes for all of us to support. Try to look to the positive with change and new innovations.

Susie Schoellkopf, of Buffalo, N.Y., is an active R-rated judge for hunters and equitation. She was a successful hunter rider and now is the owner and manager of SBS Farms, a training stable, as well as the executive director of the Buffalo Therapeutic Riding Center. She is a member of several U.S. Equestrian Federation committees and a founder of the Horsemen’s Advisory Council. Susie’s first Chronicle column was published in November 2002.