Captivating interest at small-scale equine events

Abstract

Attendance at the Right Horse Showcase—an event organized for students in ANEQ205 where they gain knowledge and valuable opportunities to work with horses from diverse backgrounds, and later offer them up for adoption - has been relatively small in recent years. Previous research suggests that several variables influence attendance, including competition with other events, weather conditions, cost, entertainment value, and the effectiveness of media outreach. Emotional engagement and the choice of facility also play important roles. These factors are further supported by organizations such as the American Wild Horse Conservation, which generated $4 million following significant revisions to their advertising and marketing strategies. This paper explores how a comprehensive marketing approach may improve engagement and increase attendance, and includes an example of a marketing application for the Right Horse Showcase.