Welcome to your tribe - HorseFest

Welcome to your tribe

HorseFest is the place to celebrate all
things horse, we plan to bring the world of
 horses under one roof (or sky!) with
everything from top rider demonstrations,
 workshops and talks to camping, eating,
 drinking, chatting and partying, horse
 lovers will not want to miss out!

 The festival in year 1 will welcome around
 3,000 visitors to an incredible venue,
famous for both equestrian events & large
 scale music festivals.

HORSEFEST VISION:

An exciting and inspirational space to bring together
 horse loving people, to indulge their passion,
 and connect with others. The chance to talk, listen,
 watch, learn and participate.

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HORSEFEST VALUES:
Inclusive: We focus on creating a community of
people who empower each other. Irrespective of
background, experience, and type of equestrian sport
they’re interested in

Inspirational: We’re passionate about inspiring
people – showing them the possibilities and
aspirations they can have with their horses

Developmental: We want those who love all things
horse to learn and grow with HorseFest. We would like
every touch point to leave you in a better place.

Energetic: Developing should be fun and exciting.
HorseFest will be just that!

Caring: The horse world matters to us; we want to
support the best of it and also give back in a
charitable manner. We love the outdoors too, so we
encourage our community to look after it

TARGET MARKET

 3M people 347k horse owning 67% Female
 ride each year households in the 33% Male
 UK

 3000 + adults per day Many are 94% of UK riders are
 & family friendly dog owners* leisure riders

 31% of regular riders Rider numbers up 65% regular
 25-44 years old by 500k in 4 years riders are ABC1
BETA National equestrian survey 2019
*British Eventing Commercial guide 2017

TARGET PERSONAS

 Learn but Riding Club
Aspirational Don’t Community
 Owners Compete

 Pony Club
 Families
 Happy Confident
 Hackers Competitor

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EQUINE INDUSTRY VALUE

 24% increase £4.7bn £613m spent
 in spend total annual on feed in
 since 2011 spend 2019 2019 up
 69% of 44% of 2018
 horses are spend at
 insured trade stands

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BETA National equestrian survey 2019
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Horse lovers
you belong
right here…

WHAT’S ON?
A summer festival in Weston Park, 23-25 July 2021, creating opportunities for connectivity and
participation across the equestrian world.

 36+ Main Arena demos from
 experts and elite riders 40+ Equestrian & Lifestyle
 trade stands

 100+ Workshops, talks and
 interviews to participate in 12+ Delicious & varied
 caterers and bars

 2 Painted horses!
 5 Charities supported
 and more to add

 1 Wellbeing zone
 for R&R 3 Nights of music
 from bands & DJs

 1 Children’s area
 for family fun 6 Ways to stay! Tents, live in vehicles, glamping
 or cottages & rooms in Weston Park

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MARKETING PLAN OVERVIEW
A targeted campaign to create engagement and reach across the equestrian
consumer market:
 • Social: full social media campaign through Facebook, Instagram, Twitter & LinkedIn
 including paid advertising and posting by headliners to their followers

 • Influencers: social media strategy with targeted individuals who will appear at HorseFest
 • Digital: purpose build website with additional PPC to drive traffic and build database
 • E-campaigns: use of extensive equestrian marketing lists through paid & contra deals
 • Print advertising: editorial and advertorial in targeted equestrian magazines plus
 leaflet distribution through equestrian businesses

 • Competitions & giveaways: through social channels and printed magazines for
 ticket giveaways and ‘money can’t buy’ meet & greets with headliners and influencers

 • Outdoor & print advertising: banner advertising at equestrian venues, events
 and county shows

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GETTING INVOLVED
We’ve listened in focus groups to what our customers would most value and believe
this will provide you with a great platform to showcase your expertise and deliver sales
to your business. We offer:
 • Brand partnering opportunities:
 • Tailored packages to provide exposure to our audience, brand reach and feature throughout the
 HorseFest promotional campaign, that will support your individual business objectives
 • Exhibitor Opportunities:
 • Flexible options to create the perfect display space to attract and convert the HorseFest audience
 • Catering Opportunities:
 • Flexible options for a variety of food and drinks vendors to delight the HorseFest audience, with
 seated eating areas to encourage consumption within the festival.
 • Showcase presentation opportunities (only as part of one of the above packages):
 • A ‘neutral’ partner presentation zone to run talks and Q&A’s about your specialist area of knowledge.
 These sessions are designed to educate and inform the audience about what you do in a ‘brand
 neutral’ way to inspire them with your knowledge and experience.

BRAND PARTNER OPPORTUNITIES
Brand partnering opportunities will be developed using a collaborative approach, to
ensure that the package you receive is tailored to deliver on your business
objectives. Packages include a selection of:

 • Venue sponsorship: main arena, 20m demo area, main talks venue, 6 workshop venues, kids zone, well-being zone
 • Bar / Catering sponsorship: members bar, main bar, undercover eating area
 • Exhibitor opportunities: see next slide for trade stand details
 • Presenting opportunities: in the partner presentation zone
 • Onsite branding: locations include the entrance, driveway, arena, campsites
 • Written collateral: souvenir brochure, flyers, newsletters, editorial PR, tickets, car passes
 • Social presence: Facebook, Instagram, LinkedIn, Twitter
 • Web presence: horsefest.org dedicated sponsors page with info, photo and link to website
 • Complimentary tickets: for competition and guest usage

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EXHIBITOR OPPORTUNITIES
A selection of equine and lifestyle brands will be targeted to exhibit at HorseFest. In addition
to exhibition space there is also an opportunity to present in our partner presentation zone.
• A choice of space only stand sizes
• Free exhibitor passes based on size of stand
• HorseFest website exhibitors page to contain logo,
 30 words and link to website
• Souvenir festival brochure to contain logo, 30
 words, web address and contact details Size Pitch Only Pitch & Stand
• Exhibitor camping area with toilet facilities 3m frontage x 6m deep £390 £520
• Electric, internet and other extras available on 6m frontage x 6m deep £780 £1080
 request
 9m frontage x 6m deep £1170 £1580
• Showcase Partner Presentation Zone:
 All prices are excluding VAT
 For trade partner presentations and Q&A’s
 designed to educate and inform about what you
 do in a ‘brand neutral’ way. Sound equipment will
 be provided for brand partners that take up the
 opportunity of one of these limited slots.

FOOD VILLAGE OPPORTUNITIES
At HorseFest, we are committed to providing good quality food and variety at the festival. We also
want to grow our offering as the festival expands in future years, and it’s important to us that our
traders and exhibitors are part of this journey. Where possible, we would like to blend our offer with
opportunities to local vendors. Our food village will located around a central canopied seating area.

• Pitch fees for 2021, this will be based on 20% • Choice of pitch only stand sizes
 of your gross turnover, plus VAT. • Free exhibitor passes based on size of stand
• Payment will be in advance of the festival • HorseFest website exhibitors page to contain
 and will reflect a reasonable estimation of logo, 30 words and link to website
 your trade.
 • Souvenir festival brochure to contain logo, 30
• Water, electric, internet and other extras words, web address and contact details
 charged in addition
 • Exhibitor camping area with toilet facilities
• All traders must have strong environmental
 credentials

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What do our headliners and
festivalgoers have to say about

“We’ll be sharing what we know, what we’ve
 learned over the years … As well as hopefully
 being fun for people to watch our demos, they
 will take away a lot of information which they
can then process and do with their own horses …
 so educational but also fun. I think it’s a
 wonderful concept”
 Mary King, British Olympic Eventing Legend!

You have the best of every world and everything
to do with equestrianism and so I think it will be
 a spectacular event”
 Emily King, British Event Rider

 “We’re real, very real and I want people to see
that and come and have a laugh with us, d’you
 know and maybe ask a few questions and get
 some tips while they’re there as well”
 Ben Atkinson, Atkinson Action Horses

 Map for illustration purposes

“People will come along to HorseFest … and
 everyone will take different parts away from
 different people … I think it's going to be a
 fantastic weekend”
 Gillian Higgins, Horses Inside Out

 “I love the fact that we're looking at doing
 something, fun and educational over here”
 Jason Webb, Horse Trainer & Behaviourist

 “It's a very exciting concept and I'm looking
 forward to being a part of it … it's a great
 opportunity for people to ask questions that they
 wouldn't normally get to ask”
 Jay Halim, International Show Jumper

 “What's really fantastic is HorseFest will give
 people the chance to get up close and personal,
 get involved with the learning and take tips and
 hints away with them that they can use.”
 Jonty Evans, Irish Olympic Event Rider
Map for illustration purposes

“It’s all very well being a supposed expert in a certain
 area, but being able to, apply that and relate it to
people day-to-day is really important … So long as I get
 to dance around a campfire, I'll be happy!”
 Charlie Unwin, Performance Psychologist

“Some people might not have the money for what I call
 the ‘fancy horses’, but you can have fun on whatever
you have with time, effort and support … hopefully what
 I will show with my cobs will give other people a bit of
 inspiration”
 Sam Turner, Grand Prix Dressage Rider and
 Biomechanics Coach

“I'm looking forward to taking the family … we've already
 decided that we're going to spend the whole weekend
in the horse wagon with the kids and I'm viewing it as a
 holiday weekend … It's a weekend for everybody to
 enjoy [in my family], not just the horse lovers.”
 Stephanie Croxford, Grand Prix Dressage Rider

 Map for illustration purposes

"As a family we can’t wait to come along, there
 really will be something for everyone, and after a
 year of not seeing friends and family it will be
 lovely to get together”
 Anna Bates

 "I’m looking forward to spending a weekend with
 the girls from the yard. After a tough year it will be
 great to have a fun weekend to look forward to.”
 Kathryn Bell

 "Spending a weekend with horses and family.
 Sounds perfect ”
 Amy Claire

Map for illustration purposes

We look forward to continuing
the conversation with you…

 FOR MORE INFORMATION
 PLEASE CONTACT:
 Scott Rowley
 E: Scott@sr-pr.co.uk