The International Express Eventing competition was held in Cardiff’s Millennium Stadium last weekend.  There was much debate as to whether it would be successful but with big names involved, both on the competitor side and the judging panel, and a late minute Sky deal the organisers were set to prove everyone wrong. 

Andrew Lloyd Webber and Arlene Phillips (Strictly Come Dancing judge) were drawn in to judge the horse and riders’ interpretation of music. Tara Palmer Tomkinson and Jodie Kidd were drafted in for the half time entertainment and all 20 riders considered to be the cream of the crop were competing.  How could this not be a success?  With all those names in that venue it was sure to be the ‘great day out’ that I mentioned before.

The key to success was simple.  Give the spectators a memorable experience.  Offer them shopping, horses, entertainment, and a social experience.  However whilst the Millennium stadium is great for the rugby, it was sadly not the right venue for Eventing.  It was too harsh for this audience.  There was no Pimms tent or healthy eating vendors for the socialising I had planned.  Instead after the 45minute queue I was faced with a choice of crisps, or a Yorkshire pudding roll (whatever that is?).  Then there was a definite lack of shopping.  Rumour had it, not that I found them, that there were 6 stalls; two saddle makers, a Musto stand, and a few horse feed products.  Hardly a great shopping experience to engage the punters.

The half time entertainment caused additional concern.  Jodie Kidd and Tara Palmer Tomkinson were due to ‘jump off’.  Jodie went first and completed the course.  Tara stepped up and after five fences withdrew in absolute terror.  I can’t imagine organisers were very pleased with her performance after the fee that I’m sure she was paid to entertain the fans.

In terms of the equine content, the line up was spectacular.  I’m sure they couldn’t have hoped for more.  However, the momentum that had built up throughout the day came to a rather abrupt end with the tragic loss of one of the Equestrian worlds greatest horses. Mary King’s Call Again Cavalier fell half way through the cross-country course and was later put down.  Hats off to the emergency team who reacted quickly and efficiently to get it all cleared from the public eye.   However, his tragedy may have an adverse affect on the future of the event.

A second incident in the ring occurred when an awkward jump from a horse exposed a hole in one of the fences.  After a sterling effort from the course designers to fix it, the decision was made to remove the fence.  This meant that half the fleet would have jumped it and half would not.  With many horses and riders falling victim to the technicality of the course, this seemed an odd decision to make.  How would those who had already jumped be compensated? A decision was made to reimburse those who were on the leader board with a 2second time reduction.  With this bizarre decision being made, it seemed that those who hadn’t completed the course had grounds to complain, as  they had had the extra pressure of an extra fence.  Rules were definitely being made up as they went along, sadly devaluing the contest in the process.

The event ended with Oliver Townend picking up the £100,000 prize money but I couldn’t help but wonder if it had been a success.  My experience as a fan was that the venue was the wrong choice.  With only approximately 15,000 people in the stadium, we did rattle around a little.  The food was selective, there was no shopping and the equine event management was debatable. Originally I said this would be a success if they managed to make it a ‘great day out’.  In my opinion it was not.  The organisers did manage to get a TV broadcaster onboard but the coverage was shown five days after the event.  Not ideal.  There were obvious teething problems and I hope that the tragic loss of Mary King’s horse doesn’t mean the end for this competition.  I believe with a rethink it can be repeated and return a much stronger concept.

By Holly Anderson on December 5th, 2008

Tags: Equestrianism, Experiential marketing

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Every year I am disappointed that I can’t watch my favourite equestrian events on TV for more than a two hour highlights package.  Time and time again (what used to be) well-loved events get a few measly hours coverage on a Sunday afternoon.  For three day eventing, one of the reasons is that TV coverage is expensive requiring an extensive outdoor unit over a period of four days but it is also because the audience interest for equestrian events is shrinking. Showjumping suffered this fate in the 90’s and has never really recovered and now eventing seems to be following the same path.

So it’s good to see that British Eventing have a plan to kick start a turnaround – the question is will it work?  Express Eventing is their latest idea.  Inspired by the success of twenty20 cricket and World Rally’s in-stadia Super Special Stages, it aims to create a fast-moving single day event in one venue that features all the stars of the sport.

This isn’t the first time that British Eventing has tried to boost interest for their sport through a new format.  The Eventer’s Grand Prix, featuring showjumping and cross county only, taking out the (arguably boring) dressage element has been well-received and is now an integral part of the event calendar, featured at Hickstead’s Royal International Horse Show.  But it has not made significant inroads on audience interest levels.

If by using this new format they are attempting to recruit a broader audience, I think they have a tough job on their hands.  One event that appeals to more than the horsey set is the Olympia Christmas Show.  This continues to be a success and draws crowds looking for a Christmasy evening out as well as a chance to watch international showjumping.  The key to this format is that they offer a lot more than just horses.  With aisles of shops and Christmas treats the crowds are enticed through the doors to experience something a little different during the holiday season.  

Badminton, Blenheim and Burghley also continue to draw large gates by offering a ‘great day out in the country’, where dogs run about, children enjoy ice cream, the hunter wellie wearers lap it up in the Veuve tent and Joules clad yummy mummies peruse a more extensive shopping experience than most city malls. A one day sport-focused extravaganza in a stadium in Cardiff doesn’t appear to offer the same benefits. There has been no mention of shopping and other attractions and without this I wonder if it can attract a wider audience.

Is this therefore only an extravaganza for aficionados? If so is it exciting enough to win new followers to the sport without the added extras?  I believe it is critical that they convince enough horsey people to travel to Cardiff to give the event an atmosphere - the Millennium Stadium is a big space to fill. Secondly, they need to persuade a broadcaster that the event will work for TV, be cost effective to produce and have enough interest to win audiences.   Only time will tell, but maybe our equestrian heroes can once again fill our TV screens.  Harvey Smith and David Broome were there in the 1970s. Can Express Eventing reclaim this prime time Saturday night spot?  I certainly hope so.

By Holly Anderson on October 7th, 2008

Tags: BBC, Equestrianism

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