What impact do you think the 2010 World Equestrian Games will have on Central Kentucky?

By Sharalee Scanlon
Owner, AD-SUCCESS Marketing

The 2010 World Equestrian Games will release the "horse power" of Central Kentucky's economic engine and prove we can handle world-class events. It will also further solidify our reputation as the horse capital of the world.

Hearing John Nicholson, Executive Director of the Kentucky Horse Park, speak at the October, 2005, Kentucky Tourism Council's Annual Convention gave depth to my understanding of the games and their meaning to this area. Although this was before the December announcement of the host city, years had been put into studying the impact of the games. According to Nicholson, conservative estimates predicted over $90 million in economic impact, an attendance of 300,000 people, coverage of the event by 1,000 international media representatives and television coverage in over 40 countries.

Distill the numbers into local impact, and you realize that the region will be forever changed. It is our chance to show the world what we can offer. By necessity, we must work collaboratively to bring together the staging of the games, the private sector opportunities, and the government involvement on a local, state and federal level.

Although the event is only two weeks in 2010, the impact is already being felt. The economy and job market will soon reflect the need for an indoor arena, an outdoor stadium, an on-site hotel, and other infrastructure improvements for the games.

The interest in Lexington as a site for hotels, restaurants and related tourism attractions will increase. Equestrian companies, associations and events will have a heightened awareness of Lexington as a location. Tourism will blossom as visitors are attracted to a destination slated to host the 2010 World Equestrian Games.

Owning a marketing firm for 20 years, I tend to translate issues into marketing opportunities.

I believe that we should not just wait for the impact of the 2010 World Equestrian Games, we should reach out and capture opportunities that will enhance our area and our quality of life.

This can be done through carefully executed strategies and messages across a multitude of local, regional and state marketing efforts. Coordinating these messages to have "one voice," or a unified message, can act synergistically to compound the impact of the games.

Sports authorities can ride on the momentum of an International event. The scale of the event and the infrastructure being put into place can catapult the area to a new level of bidding opportunities on sporting events. Equine events should be pursued with vigor to capture a broad spectrum of horse-related activities which may not have included Lexington in their "short list" before.

Tourism marketing should take advantage of the credibility the area garners from holding an International event. Special pre-game and post-game equine tours can be packaged to enhance group tour and convention marketing. Plans for additional equine tourism venues (taking advantage of infrastructure put in place for the games) can be developed to attract visitors long after the games are over. The impact on the tourism industry should be planned and tracked before, during, and after the games.

Press announcements should integrate information about the games, economic development, and tourism. For example, all area horse-related activities, events and venues need to be woven into press releases about the games to build momentum as tourists look to this area for equine-related travel.

As we successfully bring about this event, our economic development messages should portray an environment open to progress. In addition to development needed for the games per se, a broad range of equine associations and related businesses should be pursued aggressively for establishing locations in Lexington.

Not only do the games serve as a gateway attracting associated businesses, the games can show the area in a new and progressive light. The whole story of economic development, technological support, and community support should be recorded in testimonials to serve us now and in the future. This will take a forward-thinking plan to capture the moments that make the stories interesting.

Our reputation as the horse capital of the world has traditionally been based on our rich heritage of thoroughbred racing. The diversity of the 2010 World Equestrian Games events, from dressage to show jumping, will expand and enhance the depth of our reputation.

Most importantly, the 2010 World Equestrian Games is a chance for the business community, the government, and Lexington residents to shine. It is one of those "once in a lifetime opportunities" to unleash our community's unique "Unbridled Spirit."

Let the games begin!