WIHS Barn Night - Where’s the Love? T e WIHS orga-
nizers say they love Barn Night, but we have our doubts. It seems to us that or- ganizers are no lon- ger embracing the es- sence of Barn Night. T ey say they love it, but it is beginning to
feel like just so much lip service. T e original goals of Barn Night were quite
clear: to increase ticket sales by providing im- mediate incentives, and to create a unique and memorable fan experience that would build fu- ture audiences and sponsors.
Build Spectators T e fi rst goal was to put more butts in seats
during the actual show, which pleases sponsors, who like to see full stands. T e methods were quite simple: provide incentives to those large groups most likely to want to attend the show in the fi rst place, such as schooling barns; and to provide tangible incentives, something that the barn owner or manager really wants but maybe could not aff ord, something that the barn as a whole would use or enjoy, and something that is universal in appeal, something that would in-
Wheaton Park Stables - To see more Barn Night group photos, see “Out & About at the Washington International Horse Show” in this issue.
hunter/jumper barn is not necessarily going to stampede to WIHS to earn a clinic with an eventer, regardless of how many gold medals he or she may have won. A barn full of trail riders is most likely not going to gather up all their
LEVEL LAND INC
Excavating and Grading Clearing / Heavy Mowing
Conservation Projects Riding Arenas Septic
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Top Soil/Dirt/Sand/ Stone All Equipment Needs Large Projects welcome
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60 | THE EQUIERY | DECEMBER 2012
Tonico is owned by Joe and Linda Denniston of CEDAR ROWE LUSITANOS, Rocky Ridge, MD
800-244-9580 |
www.equiery.com
spire students and clients to band together to “earn” this for their barn. Grooming vacs and Kawasaki Mules were very inspiring and had universal appeal. Clinics with “celebrity” riders will generally appeal only to those stables that specialize in the same kind of riding as the “celebrity.” A
friends and family for a clinic with some dres- sage rider. But off er new footing, a sprinkler system, automatic waterers, a John Deere Ga- tor or the latest in grooming vacs, and suddenly you are off ering something everyone wants! And by giving every entry an even chance of winning this “grand prize,” for instance, by pulling the winning barn from a hat, more barns would be inspired to participate, rather than get discouraged because it is always the same ginormous riding stable winning. Tell us…how can a group of 100 people really
share in and get excited about a gift certifi cate for $50? Even a $1,000 gift certifi cate lacks the punch, the glamour, the panache of having “earned” or “won” that grooming vac or Ga- tor. (T is is not to discredit Dover’s generosity in providing the gift certifi cates. But Dover’s ultimate goal is the same as that of WIHS: to increase participation. Having worked closely with Dover over the years, we know they will tailor their support in whatever fashion will generate the greatest number of spectators.)
Future Fan Base & Sponsorship T e other original goal of Barn Night was to
provide a memorable, unique and exclusive fan experience that builds a future fan base. Anyone continued...
Congratulations to Felicitas von Neumann-Cosel for winning the 2012
B.L.M. Grand Prix Championship on the Lusitano stallion Tonico Do Top.
853747-121012
Katherine O. Rizzo
855907-121212
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