BETA Conference links equestrian commerce and sport
| BETA Conference links equestrian commerce and sport
|  Pictured at the 2008 BETA Conference, from left, Jane Holderness Roddam (BETA President), Richard Davison, Diana Rhodes, Chris Gordon (BETA chairman), Claire Williams (BETA executive director) and Anthony Murphy. |
In addition, the future of equestrian retailing was debated. "This is the first time ever that any representative of the governing body of international equestrian sport, let alone its president, has had the opportunity to share their thoughts with you, the leaders of the equestrian industry," said Princess Haya via video link.
Hailing the London Olympics as "an opportunity for us all to work together to market the sport and enjoyment in horses", she added: "But between now and then the economic indicators would suggest that the horse world both as a sport and as an industry is in for a bumpy financial ride.
"The FEI needs to start work now with the equestrian industry in Britain and around the world to create the positive environment needed to develop our combined futures."
International dressage rider and trainer Richard Davison called for closer working relationships between competitors and the trade.
"Commercial sponsors are not kind benefactors; they are doing it to sell products and services. [As a rider], I don't want to be part of a sponsor's costs, I want to be on the income side with earning potential," he said.
Richard added that riders should make more use of their commercial alliances. "We can learn about cost-effective use of our time. We spend hours driving to shows, hanging around between classes, waiting in airports. Could we use that time more profitably by thinking about products and new developments?"
Referring to the need for riders and businesses alike to adapt to the "new economic climate", Richard felt some sponsors lose out when riders believe their only role is to win competitions.
"On their own, rosettes won't sell anything. That may work for Tiger Woods, but our sport does not make headline news, so we have to work harder on our PR. To non-professional horse enthusiasts stuck in office jobs, [professional] riders' lives can be interesting; this is a PR opportunity."
Richard stressed the value of consistent rider/sponsor partnerships. "Many riders change sponsors and logos too often and it becomes meaningless." Of only endorsing products he finds useful, he said: "I've worked my butt off all my life to earn enough money to buy my horses. They are all I have, and I'm not going to sacrifice them to make a quick buck."
Recognising the enthusiastic response to former glamour model Katie Price's appearance in a Horse of the Year Show dressage display, Richard asked: "Are those at the helm of equestrian sport really savvy enough to take [the sports] to a wider audience?
"If it becomes a choice of whether to keep beach volleyball or equestrianism in the Olympics, we need Katie Price on side."
Anthony Murphy, of the Department for Business, Enterprise and Regulatory Reform (BERR), addressed BETA Conference delegates on the 2012 legacy action plan, and how equestrian businesses can tender for a slice of £150bn worth of government contracts.
A former Olympian in the fencing competition at the 1976 Games in Montreal, Anthony said BERR aimed "to use the energy created by the London Games to inspire business."
He urged equestrian companies to visit www.competefor.com which acts as a brokerage service between buyers throughout the London 2012 supply chain and potential suppliers. Applications for contracts can be made at the site too.
Referring to British medals won in Beijing this year, Anthony said: "seven cycling golds pushed up sales of bicycles, gold in the pool saw huge sales of swim suits and goggles, and overall sales of sports nutritional products have surged.
"So I'd like to work with you [the equestrian trade] to put you in the centre of the stadium. There's every likelihood that businesses will become more competitive and innovative as a result of their exposure to the Games."
With the economy very much on BETA Conference delegates' minds, HSBC senior economist Mark Berrisford-Smith gave a timely presentation with historical examples helpfully putting today's monetary climate into context.
While warning delegates: "Don't take risks with foreign exchange", he added: "Goods coming out of China are getting more expensive. I'm not sure there is another low cost centre, but maybe this needs to happen to get a better balance in the global economy."
Mark also noted that consumers are currently more inclined to save than spend, something that could be addressed with lower interest rates.
"Taking away the incentive to hold onto cash will promote spending and this is good for the economy. Japan had interest rates at next to zero for the best part of a decade, and it didn't do them any harm."
Recession-busting PR was the theme of marketing guru Diana Rhodes' address to the BETA Conference.
Alerting her audience to Bill Gates' maxim "If I was down to my last dollar, I'd spend it on PR," Diana offered advice on PR tactics, producing press releases and working with national and local media.
"Good PR relies on a thorough understanding of an organisation's target audience and the media outlets that reach that audience," she said.
The 2008 BETA Conference concluded with a panel of retailers considering the future of the trade followed by an open forum.
Janette Moss of Janette Moss Horse Wear felt that consumers are becoming more aware of good quality and "moving away from cheap rubbish." She also endorsed the value of BETA training courses in helping retailers offer a more professional service.
Cathy Wood of Mole Valley Farmers spoke about new opportunities for retailers in the pet sector, pointing out that 81% of horse owners also have dogs, and the challenges of effective merchandising. "I have to fight for space for equine [products] in our stores...margin maintenance, stock turn and marketing are essential."
A thought-provoking presentation on the state of equestrian retailing by 2020 was given by Jim Bentham of Robinsons Country Leisure. Jim also returned to the theme of equestrian sports. "Surveys suggest there are more riders and more horses, but we are talking happy hackers and they are not the ones who put decent amounts of money into our tills. We need serious competition riders," said Jim who urged local authorities to do more for equestrianism."
BETA Conference delegates, many of whom had enjoyed a pre-Conference dinner and overnight stay at the Belfry - with a number enjoying the famous golf courses, also browsed a series of information stands and mingled with speakers over lunch.
BETA AGM
The Conference also incorporated the BETA AGM which marked the trade association's 30th anniversary. The hand-over of BETA chairmanship from Chris Gordon of Dodson & Horrell to Roger Cooper of KC Sport also took place. The new vice chairman is Alison Sherwood Bruce of Equilibrium Products; Martin Loveday of Thomas H. Loveday remains hon. treasurer.
Thanking the out-going chairman, BETA president Jane Holderness Roddam said: "Chris has undertaken a great deal of hard work on behalf of BETA during what has been a particularly busy two years."
Chris and BETA's executive director Claire Williams presented an illustrated account of the trade association's work and activities over the past year. "In particular, BETA has developed more member benefits and encouraged their use," said Chris.
The AGM also heard that BETA membership now totals 810 companies, while new ‘mems and arts' were agreed upon. Lynda Mortlock of Ingatestone Saddlery and Ruth Bishop of Mars Horsecare were newly elected to join the BETA Council .
Added on: 17/10/08.
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