Sunshine Matters

In French, they are called Jeux Equestres Mondiaux FEI Alltech 2014 en Normandie.  The English translation is the World Equestrian Games in Normandy, France.  Non–horse people might just call them the equine Olympics.  The Games occur every four years on a cycle opposite the Summer Olympic Games and feature the top riders competing in two weeks of equestrian showmanship.

With 1,500 media entities from around the globe registered to cover the 2014 Games, VISIT FLORIDA saw an opportunity to introduce the world to equine tourism in the Sunshine State.

“Equine tourism is an important niche market with affluent visitors who come for the polo season or during the winter to continue riding in the Sunshine State while the north is often blanketed with snow,” said VISIT FLORIDA Chief Marketing Officer Paul Phipps.

During a media dinner held during the Games, VISIT FLORIDA introduced the group to the Sunshine State’s many equine venues for professionals, as well as families exploring a new side of Florida; mixing what Florida is known best for – its magnificent beaches – with horses.  On Amelia Island and in St. Lucie County, visitors can enjoy sunrise or sunset rides on the beach. In Bradenton on Florida’s west coast, you can even go horse-surfing.

Florida Commissioner of Agriculture Adam Putnam told the media in a taped message that he thinks the Sunshine State is a perfect venue to host the World Equestrian Games in coming years.

“Bringing the World Equestrian Games to Florida would be a boon to the state’s economy and agriculture industry.  From Triple Crown winners to the latest international stars, Florida has a well-deserved reputation for turning out champion riders and horses.  Our state is the natural home for these amazing games.”

Florida’s love affair with horses goes well beyond the polo fields in Wellington and sprawling horse farms in Ocala.  Horses have been a part of the landscape since the earliest colonists used them to explore the landscape in the early 1500s.  The Spanish brought the Andalusian horses that were the precursors to Florida’s famed small, sturdy Cracker horses.

Horse farms are now located in each of Florida’s 67 counties and make up nearly 30 percent of Florida’s total farms.  More than 400,000 Floridians are involved in the industry as horse owners, service providers, employees and volunteers.  Even more participate as spectators.

“Florida’s equestrian industry brings $3 billion a year to the state,” said Carol Dover, a dressage rider, president & CEO of the Florida Restaurant & Lodging Association and a board member for both the Florida Horse Park Authority and VISIT FLORIDA.  “Think of the hotel bookings, rentals, restaurant traffic and service jobs.  In Marion County alone, where the Horse Park is located, Olympic-level riders and show-jumping competitors come from all over the world, with attendance ranging from 2,000 to 3,000 competitors each week, 7,000 horsemen and 10,000 spectators.”

In Marion County – which calls itself the “Horse Capital of the World” for good reason – equestrian activities have an estimated $900 million economic impact.

British Horse and Hound writer and well-known TV presenter Steven Wilde, who attended VISIT FLORIDA’s Discover Florida’s Horse Country dinner in Caen, France, has often been  to Wellington and toured South Florida, but admitted he had never been to Ocala in his many years of covering equestrian events around the world. “I just didn’t know there was so much to do in Florida.  Next trip, I’m going to head north after Wellington and see Ocala or maybe even eventing in the Panhandle.”

Wilde was not alone either – when Carol Dover asked the gathered media if any had visited Ocala, not a single hand was raised.

VISIT FLORIDA’s commitment to equi-tourism is not stopping with the 2014 World Equestrian Games.  A new feature, Florida Horse Country was launched this week on VISITFLORIDA.com showcasing the many wonderful activities that the Sunshine State has to offer tourists wishing to see the state from a saddle.

To learn more about VISIT FLORIDA’s equi-tourism opportunities, contact me at pforrester@VISITFLORIDA.org.