【Final Report】EQUITANA 2015
Nov 20, 2015
Workhorse draws huge crowds: 208,000 visitors at EQUITANA 2015
Once more, EQUITANA underscored its position as the world’s leading equestrian trade fair. A total of 208,000 visitors attended the 23rd Equestrian Sports World Fair, including almost 30,000 at the seven evening shows. That’s a plus of 3.5%. “We’re beyond satisfied”, says Hans-Joachim Erbel, managing director of organiser Reed Exhibitions. With 850 exhibitors from 30 nations, EQUITANA’s 17 exhibition halls were completely sold out again.
Two-time eventing world champion Sandra Auffarth captured the essence of the gathering: “EQUITANA is the totality of equestrianism. That’s what makes the whole thing so interesting for every audience; everyone comes together here”, including top athletes and top sires, sports and recreational riders from all disciplines, racing drivers and horsemanship fans. And it doesn’t matter whether one’s interested in building a riding facility or in finding a hoof pick: “EQUITANA has everything the world of international equestrianism and horse care has to offer right now”, says EQUITANA Director Christina Uetz, the heart and mind behind the overall event.
Seven evening shows with 30,000 visitors
Highlights 2015: The HOP TOP Show “Amirando” in front of an enthralled audience featuring Alizée Froment and her neck ring-only Grand Prix freestyle programme, newcomer Santi Serra Camps with an incredible liberty dressage act and Lorenzo, who on the occasion of his 20th EQUITANA show anniversary delivered the grand finale. The breeding show HENGSTE with stars such as Damon Hill under Jil-Marielle Becks, Embassy II and shooting star Franziskus along with his father Fidertanz, one of the heirs of the Florestan dynasty. The educational evening “UTA GRÄF at night” featuring, among others, Grand Prix trainer Gräf, Working Equitation expert Stefan Schneider and multiple Paralympic medal winner Dr. Angelika Trabert. And last but not least, the “WESTERN at night” premiere with the Cutting and Reining Cups.
EQUITANA’s evening programme wasn’t alone in drawing famous guest stars. Live training demos with Olympic gold medallists, world champions, national team coaches and top trainers filled the stands in Hall 6. Comments show jumper Christian Ahlmann: “To me, EQUITANA represents all the facets of our beloved sport of equestrianism and thousands of people who are enthusiastic about it.” His head coach Otto Becker adds: “The focus here isn’t just on the top level but on the entire spectrum of equestrianism.“
More than 40,000 trade visitors and an increasing willingness to invest
„More trade visitors, more international buyers and a higher propensity to make decisions and invest – the underlying mood is very positive”, says Klaus Böckmann. “EQUITANA is the only trade fair worldwide that motivates even visitors from overseas to make the trip, because the range of offerings here is unique. Customers even came from South Africa, Canada and Korea”, adds the general manager of vehicle maker Böckmann Fahrzeugwerke GmbH. Most of Hall 3 and 9 exhibitors – sellers of products for professional equestrian operations – had similar sentiments.
With a total of 40,000 trade visitors, EQUITANA continued to enhance its character as an event for professionals. One in two businesses arrived with concrete plans to buy and invest, 5% of them with a volume of more than €100,000. “While the trade fair was still going on, we had already sold two horse and water walkers – including to Slovenia. We’ve gotten other very concrete enquiries from abroad, including from Russia”, says Uwe Kraft, owner of equipment manufacturer Uwe Kraft Reitsportgeräte & Metallbau GmbH.
Riding gear and horse-related services in high demand
But exhibitors offering gear for horse and rider got their money’s worth, too. Nearly one quarter of the attending horse enthusiasts dug deep into their pockets and spent more than €250; another 35% spent a respectable €100 to €250 euros. Those findings are the result of a visitor survey conducted at EQUITANA by an independent market research institute. Reins, boots, new riding breeches, feed and care products, however, weren’t the only things on people’s shopping lists – safety and insurance products were in equally high demand, as Hans-Joachim Lindecke, management representative for insurer Uelzener Versicherungen, emphasises: “We achieved our best EQUITANA result ever.” Uelzener hosted an extensive demonstration programme entitled “Understand your horse".
The bottom line: exhibitors score event a 9.5
No wonder then that the exhibitors handed out excellent scores: 95% of companies exhibiting in Essen said the trade fair was “very good” to “very satisfactory".
EQUITANA Innovation Award 2015
The EQUITANA Innovation Award was presented in cooperation with the trade magazinePferdebetrieb for the fifth time. For the first time, a maximum of ten products – selected from the pool of all submissions – were nominated in each of the six categories. The jury handed out six “1st Prizes” and one special award.
EQUITANA 2017
The next EQUITANA will take place at the Exhibition Centre Essen from 18 to 26 March 2017. And horsemanship legend Pat Parelli’s words will ring true yet again: “I tell everyone that this here is the largest horse show in the world.“
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For more information on EQUITANA, the Cups, Innovation Award winners and press photos, please visit the press section at www.equitana.com