100-Day Horse Challenge
An estimated 25,000 newcomers were introduced to horses this summer through this new nationwide grassroots effort sponsored by Time to Ride.
September 25, 2014
Time to Ride
The American Quarter Horse Association is excited to announce that nearly 25,000 people made first-time connections with horses this summer thanks to the 100-Day Horse Challenge, sponsored by Time to Ride.
Through the 100-Day Horse Challenge, hundreds of stables, organizations and businesses signed up to host beginner-friendly events from May 31 to September 7, 2014. Hosts were divided into small, medium and large divisions with cash and prizes totaling $100,000 for those that connected the most newcomers to horses through at least a three-minute horse experience of petting, grooming or riding.
The 100-Day Horse Challenge was produced by Time to Ride, a marketing initiative created by the American Horse Council’s Marketing Alliance, made up of AQHA, the American Horse Council, the American Association of Equine Practitioners, Active Interest Media, Dover Saddlery, Farnam, Merck, Merial, the National Thoroughbred Racing Association, Purina Animal Nutrition LLC, Platinum Performance, SmartPak, United States Equestrian Federation, and Zoetis; with support from Program Partners the National Reining Horse Association, Rood & Riddle Equine Hospital and Morris Media Network Equine Group.
Participating “hosts” were required to collect newcomers’ contact information and email addresses to submit to the 100-Day Horse Challenge for verification.
“The 100-Day Horse Challenge is a great stimulant for the equine industry, said AQHA Executive Vice President Don Treadway. It was such a joy to share the love of horses with newcomers.”
After Challenge hosts successfully identified local families interested in horses through their events, Time to Ride reached out to each newcomer to encourage further involvement in horse activities. Follow-up efforts include providing each newcomer with a “Ready to Ride” e-book; information about local riding opportunities; and a link to a new website, www.Takemeriding.com, with educational and interactive content for young horse enthusiasts. A great feature of the Take Me Riding website is the Horse Finder tool, which locates nearby equine events and riding centers.
Winners of the 100-Day Horse Challenge will be announced October 1, 2014, following verification of all data, along with the number of new people they reached. The winners of each division – large, medium and small – will receive cash prizes of $25,000, $15,000 and $10,000 respectively; and additional prizes will be awarded through sixth place in each division. Participating hosts were also invited to enter a “Best Practices” contest, which judged written entries based on the creativity and effectiveness of strategies used to reach newcomers. Three winners will share cash awards.
About the American Horse Council
The American Horse Council is a non-profit organization that includes all segments of the horse industry. While its primary mission is to represent the industry before Congress and the federal regulatory agencies in Washington, D.C., it also undertakes national initiatives for the horse industry. Time to Ride, AHC’s marketing alliance to connect horses and people, is such an effort. The American Horse Council hopes that Time to Ride will encourage people and businesses to participate in the industry, enjoy our horses, and support our equine activities and events. AHC believes a healthy horse industry contributes to the health of Americans and America in many ways.