I recently attended an FEI Clinic in Westchester, New York, along with about 35 others, where my coach Greta Kemmer was holding a 'Fix Your Ride' style dressage event that was very well received and lots of fun. Greta lives in Switzerland and grew up as part of a large equestrian family in Germany before she married. At the end of the clinic there was a wrap up party and it was great to hear the lively discussion that came up about the wide divide in sponsorship between Europe and the U.S.A. and how it could be improved on this side of the pond.
While there are often much bigger purses to be won in Europe and dressage events are well attended by folks from all walks of life, in the U.S.A. the purses have been improving. The attendance sadly however, not so much. Take the events in the Wellington 'fish bowl this winter season. Robert Dover was remarking that the turn out in the stands was very disappointing and worried that sponsors would disappear as a result. A very real possibility.
Cindy M. suggested that riders at the top of the sport know how to treat their sponsors and go out of their way to promote them whenever possible. I cited situations where our farm had sponsored classes at shows and taken advertising in event programs, to arrive at the grounds of the event to find no programs in sight and none available. On one occasion I actually had a fellow FEI rider come up to me and ask could he please look at my program, because he'd left his at the stables and even the Show Secretary didn't have more. Whoops. So just maybe, it was about how sponsors in general were regarded and how well organized the event/show team actually are on a given day.
The VIP tents at events are often proudly hosted, but sadly not full unless it is a major National or International Championship. Perhaps the costs are just too expensive at the smaller shows?
Greta suggested that every rider must solicit their own direct sponsorships as a matter of course, but that also at events make a point to chat with the event sponsors at competitor parties and after parties, and actively support the sponsor with purchases and let the sponsors know you appreciate their input.
"At home as some of you here know for sure that come there, we do this. Think when on the grounds that you stop by the vendor, take a photo together for them to use. Remember your FEI rules about product endorsement for sure. Be clear. At dinner drinks talk to everyone, not bee line the judges. Also not always just the big sponsor. Send out to the market and buy something. Support the trade," said Greta.
Sally, who works in customer service at TheHorseStudio.com, who held a Trunk Sale at this clinic and presented the new Spring line of FITS Duet breeches (photo) and Kentucky line up amongst other lovely stuff, pointed out at recent smaller clinics that The Horse Studio had donated over $600 per clinic of items toward, that it was impossible to even garner a photo of the major prize winner receiving the prize.
"Event organizers on a local level, invariably are so busy wearing so many hats during the day, they simply don't give it a priority. Which in turns tells us they don't value the help," she said.
I added I had also experienced this problem in earlier years when our dressage & breeding farm were active sponsors in the dressage world. There were always exceptions and some events organizers did come through with photos, King Oak Dressage Days springs to mind and another in Maine I can't recall. Needless to say we never repeated sponsorship at events that failed to recognize our efforts.
In todays economy, event sponsors are even harder to find and to keep. Even major players like Rolex have stepped down from long term events. Smaller supporters have an even harder time finding funds to donate to clinics and shows. So showing appreciation is even more important.
Sally pointed out that TheHorseStudio.com had just signed up as a Bronze Sponsor for Dressage at Saratoga ( May 24/5/6th CDI at Saratoga Racetrack) and that at the THS team meeting it was reported that the response from the organizers had been extremely grateful and professional, and that they were going out of their way to make it a productive event for THS. Including advice on what to add to competitor packets and the like. Shouldn't it always be like that?
I asked how The Horse Studio determine where they will sponsor?
"Simple," said Sally, " Just ask!"
That had everyone laughing. On cross examination she admitted there were of course other factors, price, attendance/coverage etc. i.e $ value, But she did advise event organizers to write to their possible event sponsor organizations, to always include a copy of last years program, give some attendance numbers, and include a handwritten note if possible with a telephone contact number.
Cindy added that as an FEI competitor she was very aware of the event organizers busy schedules and noted often there was a designated person whose only duty was to take care of event sponsors, VIPs, press etc. ensuring the press met with sponsors/VIPs where possible in an informal setting and that as a corporate event organizer in her 'alternate life' she always sent some kind of thank-you card and/or gift afterwards to anyone that had contributed to the success of the event, especially the sponsors.
Greta pointed out that when we are showing in Europe, we always use the event as a gathering point to meet up with friends in the area. " People come to say hello, bring their friends and family. I give time to sit and chat when classes are over. So invite your friends even if they are not horse persons," she suggested.
This does build the numbers at the event as well as garner support for your students competing that day, so it's a double benefit. Plus you get to catch up with people you might not otherwise see much during the year.
As the after party began to break up there was a spontaneous shout out as Sally began packing everything up to head home, thanking The Horse Studio for sponsoring the wrap up feast and for bringing such lovely big discounts to all the riders. Sally blushed, bowed and laughed.
So in conclusion I guess I'd say we all have to keep trying to build the sponsorship, treat our sponsors well, and give back where we can. Even if you are not competing at an actual event, go and watch. We all know you can learn a lot by watching. Catch up with friends, bring the kids, take a day off from the daily chores. Well - we all know taking a day off might not be in the works but maybe you can take an afternoon.
While there are often much bigger purses to be won in Europe and dressage events are well attended by folks from all walks of life, in the U.S.A. the purses have been improving. The attendance sadly however, not so much. Take the events in the Wellington 'fish bowl this winter season. Robert Dover was remarking that the turn out in the stands was very disappointing and worried that sponsors would disappear as a result. A very real possibility.
Cindy M. suggested that riders at the top of the sport know how to treat their sponsors and go out of their way to promote them whenever possible. I cited situations where our farm had sponsored classes at shows and taken advertising in event programs, to arrive at the grounds of the event to find no programs in sight and none available. On one occasion I actually had a fellow FEI rider come up to me and ask could he please look at my program, because he'd left his at the stables and even the Show Secretary didn't have more. Whoops. So just maybe, it was about how sponsors in general were regarded and how well organized the event/show team actually are on a given day.
The VIP tents at events are often proudly hosted, but sadly not full unless it is a major National or International Championship. Perhaps the costs are just too expensive at the smaller shows?
Greta suggested that every rider must solicit their own direct sponsorships as a matter of course, but that also at events make a point to chat with the event sponsors at competitor parties and after parties, and actively support the sponsor with purchases and let the sponsors know you appreciate their input.
"At home as some of you here know for sure that come there, we do this. Think when on the grounds that you stop by the vendor, take a photo together for them to use. Remember your FEI rules about product endorsement for sure. Be clear. At dinner drinks talk to everyone, not bee line the judges. Also not always just the big sponsor. Send out to the market and buy something. Support the trade," said Greta.
Sally, who works in customer service at TheHorseStudio.com, who held a Trunk Sale at this clinic and presented the new Spring line of FITS Duet breeches (photo) and Kentucky line up amongst other lovely stuff, pointed out at recent smaller clinics that The Horse Studio had donated over $600 per clinic of items toward, that it was impossible to even garner a photo of the major prize winner receiving the prize.
"Event organizers on a local level, invariably are so busy wearing so many hats during the day, they simply don't give it a priority. Which in turns tells us they don't value the help," she said.
I added I had also experienced this problem in earlier years when our dressage & breeding farm were active sponsors in the dressage world. There were always exceptions and some events organizers did come through with photos, King Oak Dressage Days springs to mind and another in Maine I can't recall. Needless to say we never repeated sponsorship at events that failed to recognize our efforts.In todays economy, event sponsors are even harder to find and to keep. Even major players like Rolex have stepped down from long term events. Smaller supporters have an even harder time finding funds to donate to clinics and shows. So showing appreciation is even more important.
Sally pointed out that TheHorseStudio.com had just signed up as a Bronze Sponsor for Dressage at Saratoga ( May 24/5/6th CDI at Saratoga Racetrack) and that at the THS team meeting it was reported that the response from the organizers had been extremely grateful and professional, and that they were going out of their way to make it a productive event for THS. Including advice on what to add to competitor packets and the like. Shouldn't it always be like that?
I asked how The Horse Studio determine where they will sponsor?
"Simple," said Sally, " Just ask!"
That had everyone laughing. On cross examination she admitted there were of course other factors, price, attendance/coverage etc. i.e $ value, But she did advise event organizers to write to their possible event sponsor organizations, to always include a copy of last years program, give some attendance numbers, and include a handwritten note if possible with a telephone contact number.
Cindy added that as an FEI competitor she was very aware of the event organizers busy schedules and noted often there was a designated person whose only duty was to take care of event sponsors, VIPs, press etc. ensuring the press met with sponsors/VIPs where possible in an informal setting and that as a corporate event organizer in her 'alternate life' she always sent some kind of thank-you card and/or gift afterwards to anyone that had contributed to the success of the event, especially the sponsors.
Greta pointed out that when we are showing in Europe, we always use the event as a gathering point to meet up with friends in the area. " People come to say hello, bring their friends and family. I give time to sit and chat when classes are over. So invite your friends even if they are not horse persons," she suggested.
This does build the numbers at the event as well as garner support for your students competing that day, so it's a double benefit. Plus you get to catch up with people you might not otherwise see much during the year.
As the after party began to break up there was a spontaneous shout out as Sally began packing everything up to head home, thanking The Horse Studio for sponsoring the wrap up feast and for bringing such lovely big discounts to all the riders. Sally blushed, bowed and laughed.
So in conclusion I guess I'd say we all have to keep trying to build the sponsorship, treat our sponsors well, and give back where we can. Even if you are not competing at an actual event, go and watch. We all know you can learn a lot by watching. Catch up with friends, bring the kids, take a day off from the daily chores. Well - we all know taking a day off might not be in the works but maybe you can take an afternoon.
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