WINTER EQUESTRIAN FESTIVAL
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SPONSORSHIP
WINTER EQUESTRIAN FESTIVAL
© 2010 Randi Muster/Mustphoto, Inc.
© Dunnʼs Aerial Photography
The Palm Beach International Equestrian Center
Wellington, Florida
Table of contents
What is the Winter Equestrian Festival? . . . . . . . . . . . . . . . . . . .4
Who rides horses in the USA? . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Why is the WEF unique? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
FEI Nations Cup . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Where is the venue? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
© ManciniPhotos
What types of competition take place at the WEF? . . . . . . . . . 10
Where do the horses stable during WEF? . . . . . . . . . . . . . . . .11
What type of media coverage does the WEF receive? . . . . . . .12
What types of shops are located at the WEF? . . . . . . . . . . . . . .13
What can being a sponsor of WEF do for you? . . . . . . . . . . . . .14
Sponsorship Components/Schedule of Events . . . . . . . . . . . . .16
What are the sponsorship options? . . . . . . . . . . . . . . . . . . . . . 17
What are the benefits of sponsorship . . . . . . . . . . . . . . . . . . . .18
Hospitality option, The International Club . . . . . . . . . . . . . . . 20
Hospitality option, Special Events . . . . . . . . . . . . . . . . . . . . . .21
Hospitality option, White Horse Tavern . . . . . . . . . . . . . . . . . 22
Quotes from sponsors and riders . . . . . . . . . . . . . . . . . . . . . . .23
Contact Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
3
What is the Winter
equestrian
Festival?
The Winter Equestrian Festival (WEF) is the largest
and longest-running circuit in horse sports,
a 12-week equestrian extravaganza held annually
from January through April at the newly renovated
Palm Beach International Equestrian Center (PBIEC)
in Wellington, Florida. The WEF is produced and
managed by Equestrian Sports Productions, LLC.
(ESP). The WEF provides unique sponsorship
opportunities that will allow your company to
promote its services and brands directly to tens of
thousands of enthusiastic spectators and passionate
equestrians, many of whom are from the most
affluent families in the world. Through various
highly effective media outlets your sponsorship
affiliation with the WEF will be broadcast across the
U.S. and the world.
Sponsorship packages start at $25,000.
Who rides
horses
in the USA?
Riding has always been a part of the fabric of America. At its
roots, riding is a family oriented sport that demands discipline,
confidence and commitment. Riding simultaneously has the
highest emotional value with all target groups (age, gender,
income). Horses have a very broad and deep national appeal as
evidenced by the following statistics provided by a survey by
the American Horse Council:
© 2009 Randi Muster
• 27 million - The number of people over the age of 12 in the
United States who ride a horse at least once every year.
• 14.6 million - The number of people over the age of 12 in
the United States who ride a horse on a regular basis.
• 9.2 million - The number of horses owned in the What are the National Rider Demographics?
United States. Industry statistics indicate the following;
• 88 million - Total attendance at sanctioned horse- • Females comprise the majority (85%) of
related events. participants.
• The average age is 39 years.
• 40% report an individual income in excess
of $150,000 per year.
• 80% have a minimum four-year college
degree.
• The average home value is $412,000.
• 81% own their primary residence outright.
• 15% own a second home.
• 43% travel on airlines more than 16 times
per year.
• 97% hold one or more credit cards.
• 55% of the automobiles owned were
purchased last year.
• Average number of equestrian events
participated in each year: 14.
• Average number of horses owned: 5.
(Source: US Equestrian Federation, the national
governing body of equestrian sport in the USA,
profile of 80,000 members and on-site audiences)
5
Why is the WEF
unique?
The WEF is a proving ground for the United States Equestrian Team
and serves as host of selection trials and qualifiers for such important
international events as the FEI World Cup Finals and the
Olympic Games.
In addition to Olympic-caliber competition, the WEF hosts the nation’s
premier competition for children, juniors, adults and amateurs; for
riders aged from 6 to 70 years old in more than 55 unique divisions of
competition. The breadth of competition provides an opportunity for
the entire family to participate in the sport together, creating a lifestyle
environment unique in the world.
The WEF is 12 weeks of intense competition with thousands of
competitors and spectators in attendance. Each week is considered an
individual horse show, with more than 10,000 exhibitors (horse owners,
trainers, riders, support personnel) and up to 3,000 horses competing
in any given week within 12 show rings throughout the 100-acre
equestrian show complex. Each show week starts on Wednesday and
concludes on Sunday with at least one major competition on a Saturday
night or Sunday afternoon in the world-famous International Arena.
Some interesting WEF statistics:
* Riders from 30 countries and 49 U.S. states are represented.
* Exhibitors compete for more than $6 million in prize money.
* More than 3,000 horses with a net value of well over half a billion
dollars compete within the circuit.
* More than 90 food and retail vendors generate tens of millions of
dollars of commerce on the property.
* Thousands of spectators visit each year, enthralled by the
competition.
* Families share activities and enjoy pony rides, petting zoos, fun
entertainment and live music.
* Over 250,000 people attend the show over the 12 week circuit.
6
FEI Nations Cup
The WEF is host of the only FEI Nations Cup competition in the United States, the
most intense competition on the equestrian calendar. National Teams from around
the world – including USA, Argentina, Australia, Brazil, Canada, Columbia,
Denmark, France, Germany, Great Britain, Ireland, Netherlands, Mexico, and
Venezuela – compete head to head in front of thousands of fans to win the most
prestigious team trophy in US show jumping.
7
Where is the
venue?
The Palm Beach International Equestrian Center (PBIEC) is considered
the most recognizable equestrian sporting venue in America today. It is
a 500-acre “Equestrian Lifestyle Destination” nestled in the heart of an
8,000-acre equestrian paradise in Wellington, Florida. Located only 20
miles west of Palm Beach Island and 15 miles west of Palm Beach
International Airport, Wellington is an area renowned as a winter
getaway for those who are attracted by the splendid warm weather and
a lifestyle that revolves around horses. During the winter season
(December–April) Wellington becomes an equestrian mecca, home to
more than 7,000 local and visiting horses of all breeds and sporting
disciplines including show jumping, hunter, dressage, western/trail
riding, driving and polo.
The PBIEC horse showgrounds recently underwent a $25 million facelift
to create a state-of-the-art facility for equestrian competition. There are
a number of hospitality and vendor pavilions dedicated to dining,
shopping and VIP areas. Grandstands, box seats, private chalets and
hospitality pavilions surround the International Arena, providing up-
close views for all spectators. Equestrian Sport Productions, producers
and managers of the WEF, is dedicated to providing a first-class
experience for equestrian competitors and spectators alike.
Where the world’s most
enthusiastic equestrians
live, shop, dine,
ride, work and play!
8
9
What types of
competition Grand Prix Show Jumping
The Olympic sport of Grand Prix show jumping has been described as a cross between
take place at the WEF? the thrill of thoroughbred racing and the sheer gutsiness of downhill slalom skiing. Grand
Prix show jumping is the most challenging and sophisticated level of jumping
competition; pure athletic competition of the highest order. Horse and rider combine
as one to provide a level of excitement that is unmatched in most other sports. Women
and men compete as equals. The horse has the power and the rider the control. The
horse-and-rider combination must jump fences up to 6’ in height and up to 5’ wide
without dropping a rail and within the time allowed. Jump faults (penalties) are incurred
if a rail falls or a horse refuses the jump. A clear round permits the duo to come back for
the final jump-off round, where speed is of the essence. The combination with the fastest
time and the fewest jumping faults is the winner.
Show Jumping events are where the world’s top riders, horse aficionados, spectators
and celebrities gather for world-class competition and entertainment. Amongst the
competitors and Olympic equestrian athletes you will find business and political leaders,
entertainment superstars, celebrities and international dignitaries who participate in and
watch the spectacle of horses performing amazing athletic feats.
Hunters
Hunt seat competitions are based upon elegant traditions arising from the fox hunt,
where beautifully groomed horses are prized as much for their impeccable manners as
their lovely jumping style over fences. Hunters also complete a course with fences, however
in this competition they are judged on the style and technical proficiency of the horse and
rider within the constraints of the course design.
Dressage
Dressage is pure elegance in motion, where every movement made by the horse
and rider is choreographed to perfection. The horse and rider truly act as one during
a very technical routine. The fan favorite is the musical freestyle dressage where horses
perform to music chosen by their riders. The horse/rider combination is subject to a panel
of judges similar to an ice skating competition with scores awarded for technical
excellence and artistic merit. Dressage is a French term meaning “training” and is the
basis for the correct development of all show horses from flat work for hunters and
jumpers. The fundamental purpose is to develop a horse’s natural athletic ability and
willingness to perform its natural gaits from extravagant extended trots to “piaffe” and
“passage”, the ultimate demonstration of equine power. At the peak of a horse’s
gymnastic development, dressage becomes “horse ballet” with the horse and rider
© Sportfot
performing as one the required movement while remaining relaxed and appearing
effortless. Today’s modern dressage adheres to the same standards of the great European
riding masters even to wearing the clothing of top hat and tails.
10Where do the horses While more than 2,000 horses are stabled on the PBIEC property, what
makes the WEF unique among other major horse show venues in the world
stable? is that it is surrounded by hundreds of magnificent private horse farms
spread over 8,000 acres, providing a permanent border and exclusive
connection between the equestrian competitors and the PBIEC facility.What type of
media coverage
does the WEF receive?
Event news reports are sent directly to hundreds of mainstream and specialty
equestrian media outlets in the United States and around the world with a total
daily circulation of more than 10 million. Among the newspapers are USA Today,
The New York Times, Palm Beach Post and Daily News, the Chicago Tribune and
many more.
In South Florida alone, coverage in both the general news and sports sections is
provided in the South Florida Sun Sentinel, Wellington Magazine, Palm Beach
Post and Daily News, Wellington Town Crier and other newspapers with a combined
circulation of close to one million and readership that the media service Mondo
Times estimates to be at least 1.6 million. The group of Forum weekly newspapers
add another 800,000 readers.
More than 100 horse magazines in the United States and around the world including
the major publications in the equestrian powerhouse nations of Germany, The
Netherlands, France and Britain devote several pages to in-depth features on
Wellington’s Winter Equestrian Festival. Circulation of some of these publications is
in the hundreds of thousands. Paid circulation of the three U.S. Primedia full color
glossy publications devoted to shows such as WEF totals over 200,000.
Reporters, photographers and television camera operators from across the Americas
and more than 20 European nations spend periods of time ranging from
several days to three months providing detailed coverage of the Winter Equestrian
Festival and the unique lifestyle of Wellington to readers and viewers around the
world.
More than two dozen major global equestrian Internet sites convey the WEF story
in at least 10 languages. The largest Spanish language television network in the U.S.,
Univision, and news publications like Miami’s El Nuevo Herald and Portada
Magazine provide coverage for the large and growing Hispanic market, especially of
the numerous riders from all over Latin America who compete every day at WEF.
12What type of
shops
are located at the WEF?
Spectators and Exhibitors are invited to shop in a variety of locations throughout the
PBIEC, including the “Vendor Village,” an outdoor courtyard oasis filled with
exquisite shops and boutiques offering leather goods, high fashion clothing, gold &
silver jewelry, home goods, artists, horsewear and much more.
13What can being a The following key factors drive
the value of WEF Sponsorship.
sponsor • Scale. Thousands of affluent exhibitors
of WEF do for you? and their families spend hours each day at
the PBIEC facility during the show days
(Wed.-Sun.) each of 12 weeks. Also,
thousands of spectators are accessible
through the show week and, in particular,
WEF is the world’s largest aggregation of wealth over the weekend during the main Grand
around a single sporting event over such Prix event.
an extended period of time.
• History. The WEF began 35 years ago
WEF provides a unique opportunity for companies as a three-week series for 300 horses and
that are trying to link their brand with a luxury lifestyle has grown into the largest, longest-running
event and to develop strong relationships within one of hunter/jumper horse show in the world.
the most affluent market segments.
• Duration. WEF offers multiple days of
exposure over 12 weeks of uninterrupted
Marketing, developing and maintaining relationships with high circuit from January–April. Exposure to a
net worth individuals is challenging. These customers are resistant wide audience of both local and out-of-
to cold calling and are less accessible through mainstream media town spectators and international visitors.
like television and radio. In fact, according to the 2007 Mendelson
Affluent Survey, as income increases, TV and radio participation
• Loyalty. Equestrians are passionate
declines and publication readership (magazines, journals) and about their sport. Well over 90% of the
sports spectatorship increases. Also, the affluent consumer is participants return each year to the event.
much more receptive to advertising while at play than while A significant majority of participants have
at work. competed for over 5 years at WEF.
• Convergence. Single point of access.
Most sponsorship opportunities focused on affluent customers tend
WEF participation comes from 49 states
to be for short-term events such as golf tournaments, sailing regattas
and 30 countries.
and tennis matches. The opportunity to create a strong relationship
with the customer is limited. In comparison, WEF offers an ideal • Viral Marketing. After 12 weeks of
opportunity to create a strong relationship with the customer
sponsorship exposure in Wellington, more
over a 12-week time frame.
than 90 percent of the participants return
to their home markets where they can
Current involvement of Fortune 500 companies demonstrates the
share their brand experience. The largest
ability of show jumping sponsorships to deliver results. These
concentration of participants are from
companies have found that repeated, highly visible impressions
California, Connecticut, Florida, Illinois,
of their trademark in this affluent environment establishes
Massachusetts, New Jersey, New York,
priceless product identity and consumer loyalty. In addition,
Ohio, Pennsylvania, and Texas.
through WEF media options, we are able to communicate the
brand across broader national and international markets.
14sponsorship
components
WEF
Schedule of Events
Palm Beach International Equestrian Center, Wellington, Florida
Trophies & Prize Money $6.1 Million
WEF Series Week #1 January
WEF Series Week #2 January
WEF Series Week #3 January
WEF Series Week #4 February
WEF Series Week #5 February
WEF Series Week #6 February
WEF Series Week #7 February
WEF Series Week #8 March
WEF Series Week #9 March
WEF Series Week #10 March
WEF Series Week #11 March
WEF Series Week #12 AprilWhat are the sponsorship Equestrian Sport Productions respects the fact that potential sponsors – from private individuals to Fortune 500
companies – have unique marketing objectives in mind when considering their sponsorship options. Therefore
options? ESP will custom design a strategic sponsorship program to suit the specific marketing and promotional
requirements unique to each sponsor. We will work with each sponsor to create a dynamic package which
may include some or all of the benefits listed on the following pages.
Title Sponsor of one WEF Week Title Sponsor of Special WEF Event Product/Service Category Sponsor
(5-day event, may include a major Grand Prix) (single day or evening event)
Sponsor Fees from $100,000 - $200,000 Sponsor Fees from $25,000 - $200,000 Sponsor Fees from $25,000 - $100,000
“XYZ Company WEF - Week 3” “XYZ Company Grand Prix” “XYZ Company Official Champagne of the WEF “
“ABC Company WEF - Week 8” “ABC Company Battle of the Sexes” “ABC Company Official Automobile of the WEF”
17What are the benefits of sponsorship?
ADVERTISING AWARD CEREMONY PARTICIPATION
Advertise in the following publications Participation in on-field trophy & prize-giving ceremony
honoring event winners.
WEF Prize List
Annual official competition Award ribbons, trophies and embroidered horse blankets include sponsor name/logo.
publication distributed to
over 14,000 WEF exhibitors.
WEF Souvenir Program
Sold & distributed to over 5,000
exhibitors, spectators, sponsors,
VIP’s, special event guests
WEF Weekly WIRE
Weekly news publication distributed
to 2,000 WEF exhibitors and
sponsors per week
BRANDED JUMP & FACILITY SIGNAGE
Logo ID on jump
PA ANNOUNCEMENTS, SCOREBOARD LOGOS,
Original custom designed jump available at additional cost TELEVISION COMMERCIALS
Logo ID on facility signage Sponsor commercials played on big screen tv.
located in competition arenas and high traffic areas Sponsor announcements played over the public address system.
Sponsor logos on electronic scoreboards.
© Ken Braddick/dressage-news.com
© Sportfot
18PRESS RELEASES/FEATURE ARTICLES WEF WEB SITE
Link to the WEF web site which that receives more
than 40,000 unique hits per month during the WEF.
WEF Press Releases Name/logo included in
press releases distributed to over 10,000
Website Advertising / Annual advertisement
exhibitors, spectators, sponsors, VIP’s, special
on the WEF website rotating on main page and
event guests, and news media
all support pages
Event advertisements in mainstream print (with direct click through to your site)
publications/equestrian trade magazines/news.
Inclusion in Official WEF Press Kit
distributed to media throughout year BOUTIQUE TENTS & DISPLAY AREAS
Vendor space in a variety of sizes available in boutique tents and display areas
for periods of up to 12 weeks.
Vendor spaces may be used to sell and/or promote sponsor products.
PRODUCT PLACEMENT
Sponsor products and/or promotional material displayed and distributed
throughout the PBIEC showgrounds.
HOSPITALITY OPTIONS
Special Event Venues for 25-600 guests
International Club - Reserved Tables
Box Seats and General Admission Tickets
WEF MAILING & E-MAILING LIST
Access via mail house and e-mail list to over 10,000 WEF exhibitors
for direct mail and e-blast communications
19Sponsorship Hospitality Option
the international club
Private members-only hospitality pavilion overlooking the International Grand Prix Arena; an exclusive gathering place for
more than 700 private members - horse owners, riders, sponsors, celebrities, business executives. Major sponsors will
receive a VIP reserved table in the International Club throughout the 12-week WEF. Club membership includes
complimentary breakfast, lunch & beverage service for up to 6 guests daily Wednesday through Sunday. Dinners will be
served during selected evening events.
© ManciniPhotos
© ManciniPhotos
20Sponsorship Hospitality Option
special events
The WEF is an exciting and unique venue for hosting special events. Our
various tents and pavilions can host hospitality events for groups from 10 to
600 guests.
The Special Events Pavilion is positioned on a raised platform with
a spectacular view of the International Grand Prix arena. The Pavilion
is particularly suited to private, catered hospitality events for
200 - 600 guests.
Smaller group events are held in additional ring-side venues including the
Wellington Club, The Gallery and the upper Tiki Hut. Hospitality events
sized 10-150 guests may be comfortably accommodated for dinner or
cocktails/networking.
© ManciniPhotos
21Sponsorship Hospitality Option
white horse tavern
The White Horse Tavern has established a premier dining
establishment in Wellington. Located at the Equestrian Club
overlooking the Palm Beach International Equestrian Center,
the White Horse Tavern is the official caterer at the
International Club and for all onsite hospitality functions.
The White Horse Tavern is also available to sponsors for private
functions from intimate dinners to large corporate hospitality events.
© ManciniPhotos
© ManciniPhotosQuotes
from some of our sponsors and riders:
Dennis Shaughnessy, Chairman of FTI Consulting, the New York Stock Exchange Company that has sponsored the 2009, 2010 and 2011 Winter
Equestrian Festival said his company is proud to be associated with the WEF and equestrian sports in general. The firm is a well known-problem solver
in the corporate world.
“We are the largest restructuring company in the world,” Shaughnessy said. “We are in 26 countries, and we are traded on the New York Stock Exchange.
Sports are very important to FTI.”
Shaughnessy equated his own company’s performance to the horse-and-rider equation in equestrian competition.
“At FTI we fix tough problems and people have to trust us. I have never seen a sport where you have to have that trust between the horse and rider.
That’s why this sport is such a good parallel to what we are trying to do.”
“We think it’s the ultimate definition of professionalism and trust. You have a phenomenal animal in these horses that are great athletes, but the horses
have to trust the rider’s judgment, when they’re going to negotiate the jumps, how they’re going to leave out strides, put in strides and they have to trust
the rider’s judgment of how to negotiate the courses. I think it epitomizes our relationship with our clients. They have to trust us to use our judgment to
solve complex problems. This is a great, exciting sport. We think it’s a sport that deserves much more media attention.”
“The amount of work that has been done at this place is really unbelievable. You can go to Spain or Portugal, and it rains. You can go anywhere in the
world, the weather is bad. (FTI WEF) is the best place to be if you want to do show jumping in any division in the first three months of the year, anywhere
in the world.”
- Rodrigo Pessoa, Brazil (based out of Belgium)
“The first time I decided to come here was to broaden my horizons in the buying and selling market. The quality of the place is top class, the jumping
without doubt is among the best in the world. At this time of the year, there’s nothing else that comes close to it anywhere else in the world. If you’re
actively buying, selling, competing, and riding, this is the top of the tree. This is like horse heaven. You have a chance to expand your business and bring
your grand prix or up-and-coming grand prix horses and give them some experience. This is the best improved circuit in the world, and everyone will be in
agreement with that.”
- Peter Charles, Great Britain
“The feeling (during the $500,000 FTI Consulting Finale Grand Prix) was electric. It was like riding at Aachen or Calgary. It seems like the crowd here has
gotten a hold on who to root for and it’s really fun.”
-Laura Kraut, USAEquestrian Sport Productions, LLC
14440 Pierson Road • Wellington, Florida 33414
561.793.5867
www.equestriansport.com
Photography Credits
Ken Braddick - www.dressage-news.com
Susan Egan - www.susanegan.net
Elizabeth Hedley
David Lominska - www.polographics.com
Jack Mancini - www.manciniphotos.com
Randi Muster - www.mustphoto.com
James Leslie Parker - www.jamesparkerphotography.com
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