The equestrian world celebrated the most successful EQUITANA ever

Essen. In new dimensions, with more exhibition area, more international visitors, more direct exhibition business, and enhanced attraction status, the EQUITANA 2001 finished as the most successful EQUITANA ever. As the top-ranking international exhibition for equestrian enthusiasts, the EQUITANA has thus underlined its lead in terms of professionally expert specialist information and attractive presentations centered around the horse.

For the EQUITANA's organizer, Reed Exhibitions Deutschland GmbH, Project Manager Christina Uetz summed up: "The equestrian world celebrated its EQUITANA 2001 in Essen with great enthusiasm. When it came to the exhibitors, we welcomed more than 820 firms on 110,000 m² of exhibition area, and the nine days of the fair were attended by around 250,000 visitors. The four evening events with the equestrian musical "Le Prince" were enjoyed by audiences totaling more than 18,000."

For direct exhibition business, the independent opinion pollster institute Gelszus determined a total sum of 500 million DM. On a conservative estimate, follow-up business from the fair will provide the EQUITANA's exhibitors with another total of at least 300 million DM in additional business.

The substantive reform process for themed hall allocation, plus the integration of the new Hall 3, are rated as "very good" or "good" by 90.8 percent. In terms of individual goals and expectations, the visit to the EQUITANA was worthwhile for 87.7 percent. They used the EQUITANA as a unique opportunity for buying products or services, familiarizing themselves with market innovations, or experiencing the harmony of interacting with horses.

Particular attractions included the eight action zones (small rings, forums, special zones, Hall 6) with a varied live program. Encounters with the "Horse Whisperer" Monty Roberts or with Pat Parelli and Linda Tellington-Jones constituted an additional motivation for 47.1 percent of visitors to attend the EQUITANA 2001. One in three EQUITANA visitors (31.2 percent) had traveled more than 200 km to be there. This means a plus of eight percent compared to EQUITANA 1999. With just under 17,000 visitors, more horse enthusiasts from abroad attended the EQUITANA than ever before. The duration of stay at the EQUITANA increased to an average of 1.6 days. "This probably", says Christina Uetz, "has something to do with the fact that the leading vendors of the products involved were exhibiting at the EQUTIANA. This meant we could offers a first-class and multifaceted range of merchandise ".

Understandably enough, the EQUITANA's visitors were mainly interested in the horse as such. 55.9 percent, according to Gelszus, stated that they "definitely wanted to see horses". For the broad public, the focus continued to be on the categories of "clothing" (49.3 percent), "equestrian accessories" (48.5 percent) plus "saddles/harness (41.7 percent). Trade visitors, conversely, tended to congregate in the new Hall 3, which was reserved primarily for capital goods. 21.5 percent were specifically interested in "buildings for equestrianism and horse care". For 16.3 percent, "horse-boxes/vehicles" were the main category of purchasing interest. "We're talking here about specific deals involving millions of marks ", emphasizes Christina Uetz. The proportion of regular EQUITANA visitors has risen. More than one visitor in two had already attended EQUITANA 1999 (57.6 percent); 21.9 percent of the EQUITANA's visitors were experiencing the "world's leading equestrian event" for the first time. Another gratifying figure is that 91.9 percent have already noted down the dates of the next EQUITANA, which will be held in Essen from 8 to 16 March 2003.

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Updated: October 2005.