HOP TOP Show | Press - Horse show, Horse musical

EQUITANA shows new international strength
Marked increase in “purchasing appetite“ and investments

Essen. Throngs of visitors, a significantly higher number of trade visitors and a noticeably livelier demand: at this year's EQUITANA, the increased ”purchasing appetite“ among riders and the growing propensity to invest among operators of equine businesses and breeders was the dominant characteristic. All in all the organisers, Reed Exhibitions Deutschland GmbH, had registered 207,000 visitors by Sunday afternoon. This year, more trade visitors from Germany and abroad filled the aisles of the 17 trade fair halls: “Our aim of expanding particularly on the international expert character of EQUITANA was fully achieved,“ is how EQUITANA Manager Christina Uetz sums up the nine days of the fair. The share of trade visitors rose from 20 to more than 25 percent this year.

The economic situation in the industry is brightening. More than 50 percent of companies anticipate a strong to light upturn in sales; only 10 percent of companies expect a slight weakening of the economic situation. This is the result of a representative survey conducted by an independent market research company during EQUITANA.

The positive climate could be felt in the exhibition halls, as Richard Vornbrock, Managing Director of Reitboden Vornbrock emphasizes: “Compared to 2005, we have more than twice as many trade visitors with very specific requests. We are very satisfied.“ Internationally, EQUITANA also showed a marked upturn: in this segment the percentage of trade visitors from abroad increased from previously 15 percent to almost 20 percent. “With this result EQUITANA consolidated its reputation as a leading international trade show,“ says Reed's Managing Director Hans-Joachim Erbel. Klaus Böckmann, Managing Director of Böckmann Fahrzeugwerke GmbH corroborates: “Compared to all other equine fairs, the proportion of international trade visitors at EQUITANA is the biggest by far.“ Here, increases were registered equally from the European key countries Spain, Italy and Switzerland and from the Asian and particularly the Arab regions.

But even in the „mecca of equestrian sports equipment“ – from exclusive to budget-priced – the purchasing appetite was the prevailing mood, which was markedly more positive than even two years ago, in spite of the VAT increase. Oliver Saeger, Regional Manager of Cavallo Albert Sahle GmbH & Co. KG also emphasizes this fact: “EQUITANA was a genuine success for us. People were extremely ready to buy and placed great emphasis on quality, which of course is crucial especially for our products in the higher-priced lines.“ It is not surprising, therefore, that the show was rewarding for most suppliers as well: 83 percent of visitors are riders, almost 75 percent own a horse, and more than one quarter even own two or more.

EQUITANA was also able to expand on its horse breeding expertise: in this area, not only the STALLIONS breeding show met with a sensational echo. 5,200 breeders and others interested in breeding matters watched this show in a fully booked Great Ring and presenting more than 70 top sires, ridden by top riders including Isabell Werth, Ingrid Klimke, Jana Freund and Franke Sloothaak. Breeders and stallion keepers were also much more strongly represented at the trade show than in previous years, accounting for a good 15 percent of trade visitors.

With the new expertise centre „humane for horses“, which took place for the first time in Hall 1 A and presented top coaches and riders in demonstrations and expert lectures on topics of humane horsekeeping and riding styles, EQUITANA created yet another point of attraction which was well received.

This year's „Cavaluna“ HOP TOP Show, which took the world of horses to the world of the stars, moons and planets in a breathtaking production, set new standards. On four evenings, impressive show elements, expert horsemanship taken to the point of perfection amidst a remarkable stage set enthralled more than 20,000 visitors and caused storms of applause. Even Heike Kemmer and Isabell Werth visibly enjoyed taking part: “It was an immense pleasure to be able to present my horse and myself to more than 5,000 spectators at each HOP TOP Show. I was very happy to come back to EQUITANA,“ said the most successful dressage rider of all times, Isabell Werth, who presented a HOP TOP Show Grand Prix freestyle at the conclusion of the show.

Proof of the unbroken innovative strength of the equine industry was also furnished at this year's EQUITANA Innovation Award presented by the trade magazine PFERDEBETRIEB. Altogether 36 nominated products were inspected and assessed by the expert panel of seven judges which also included Heike Kemmer. Seven products received the award. Further information on the award winners is available on the Internet at www.equitana.com.

The next EQUITANA – Equestrian Sports World Fair – will be held from 14th to 22nd March 2009.