2017 RECAP REPORT July 5 30 & August 2 13 Traverse City, Michigan

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1 2017 RECAP REPORT July 5 30 & August 2 13 Traverse City, Michigan

2 2017 HIGHLIGHTS The 2017 Great Lakes Equestrian Festival featured six weeks of exciting competition, great hospitality, boutique shopping and family fun against the beautiful backdrop of Traverse City, Michigan. Five weeks of FEI Competition $1.3 million in prize money 1,500+ participants $124+ million in Total Economic Impact to Traverse City

3 GREAT SPORT Six weeks of exciting equestrian competition featured jumpers, hunters and equitation with riders from around the country competing for prestige and prize money. USEF Premier & Jumper 5* & 6* Weekly $50,000 Grand Prix and $5,000 USHJA National Hunter Derby $25,000 USHJA International Hunter Derby Week 4 New USEF rated Equitation Tuesday s Five weeks of FEI Competition $100,000 Grand Prix Week 6 In 2017, the Great Lakes Equestrian Festival welcomed 1,300+ horses during their biggest weeks.

4 FLINTFIELDS HORSE PARK GLEF has made significant upgrades to the facility since 2015 and has an aggressive long term plan to make strategic improvements that will enhance the experience for participants, horses, spectators and partners. New footing in the two main hunter and schooling rings this past summer New bleachers by the hunter rings added in 2017 Plans to reconfigure Vankampen and Jumper to add an additional ring and to fix the footing Clear span tents and new tent pads added

5 FAMILY ENTERTAINMENT Family Days before the Grand Prix each Sunday featured lots of activities for the whole family including face painters, balloon artists, bounce houses, horseless horse shows and more Our pop-up Farmers Market was a huge hit and will be back for all six weeks next summer Cheers for Change raised funds and awareness for JustWorld International and provided a fun evening for our exhibitors, families and friends

6 BOUTIQUE SHOPPING In 2017, GLEF hosted more than twenty boutique vendors, selling equestrian equipment, apparel and products as well as fashion, monogramming services and more.

7 HOSPITALITY The VIP Club featured new furniture in 2017 and offered breakfast, lunch and drinks on Friday, Saturday and Sunday each week GLEF Special Events throughout the Festival included Happy Hours during the Welcome Stake on Friday, Wine and Cheese Parties during the Grand Prix and Hunter Derby, Ice Cream Socials, Pizza Parties and Exhibitor Breakfasts GLEF provided breakfast snacks, grab-and-go items and water for exhibitors each morning courtesy of Sea Change Farm GLEF worked with local partners to offer exhibitors and partners a taste of Traverse City North Peak Brewery, McGee s 72, Grand Traverse Distillery and Black Star Farms

8 GLEF POWERS THE REGIONAL ECONOMY $124,414,947 in Total Economic Impact (includes Horse Related, Event Organizer, and Visitor Expenditures Average travel party was 10.2 members and they average stay was 19 days 1,510 jobs created directly and indirectly Travel parties estimated spending close to $3, per day Estimated $6,882,572 in Total State & Local Tax, plus $10,475,201 in Total Federal Tax

9 DEMOGRAPHICS 2017 GLEF Economic Impact Study showed the following data: 81% Female Median age is % have a college education, 29% have some graduate school Typical attendee is working professional or student Median HHI for respondents was $225,000 18% have an annual HHI of over $500,000

10 COMPETITORS Other 32% Florida 17% Illinois 12% Week Texas 9% Horses 1 1, , , Michigan 30% 37 States & 13 Nations Represented in % of Participants are from MI, IN, IL, OH

11 TICKET SALES 2017 Ticket Sales = 4, % Increase in Attendance 274% Increase in Online Ticket Sales ATTENDANCE 16,869 trainers, riders, barn staff and their families came to Flintfields Horse Park during the six weeks of competition. 21,396 Total Visitors in 2017

12 MEDIA OUTLETS & PARTNERS Celebrating The Equestrian Lifestyle Ad Reach Print Ad Reach = 481,737 Radio Ad Reach = 5,286,400 Television Ad Reach = 132 total ads ran Online Ad Reach = 4,638,817

13 GLEF IN THE NEWS

14 WEBCAST Webcast events included: Friday Welcome Stakes Sunday Grand Prix USHJA International Hunter Derby 15,540 Views Viewed in 35 Countries Top 5 Countries: United States United Kingdom Argentina Canada Belgium

15 SOCIAL MEDIA OVERVIEW 7,315 Fans/Followers On average were tagged in over 10 posts a day during the 6 weeks of competition Highest performing post had over 29,500 likes and 360 comments Paid Ad Campaigns included Facebook, Instagram and Google Ad Words totaled over 700,000 impressions

16 SOCIAL MEDIA FOLLOWERS Facebook Average age of Facebook Fans Top 5 Countries 1. USA 2. Canada 3. Mexico 4. Ireland 5. United Kingdom Top 5 Cities 1. Traverse City, MI 2. Wellington, FL 3. Grand Rapids, MI 4. Kalkaska, MI 5. Lexington, KY

17 SOCIAL MEDIA FOLLOWERS TWITTER Top 5 Countries 1. USA 2. Canada 3. France 4. Italy 5. United Kingdom Top 5 Regions 1. Michigan 2. Florida 3. Ohio 4. Texas 5. New York Top 5 Interests 1. Horses 2. Business & News 3. Horse Racing 4. Sporting Events 5. Comedy (Movies & TV)

18 SOCIAL MEDIA FOLLOWERS INSTAGRAM Top 3 Cities 1. Traverse City, MI 2. Lexington, KY 3. Wellington, FL 84% Women 16% Men Average Age 25-34

19 THANK YOU TO OUR PARTNERS for a great 2017!

20 SAVE THE DATE July 4 August 12, 2018 Flintfields Horse Park - Traverse City, MI