Tag Archives: Horse of the Year

sponsorship hits sweet spot

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All honeys are not created equal. And New Zealand is home to arguably the world’s finest. Locally based The True Honey Co. is optimising its global brand exposure by helping to bring headline eventers Tim and Jonelle Price to this year’s Land Rover Horse of the Year Show.

As one of a handful of New Zealand companies to offer authentic high rating MGO Manūka honey, using only ethical practices, the potential to market their product is already proving fruitful – according to the company’s Sales and Marketing manager Jeanine Daly.

“We are proud to be teaming up with Land Rover Horse of the Year to help bring the kiwi ‘power couple’ home to compete in this year’s event.

“Being New Zealand’s most prestigious equine event, it aligns perfectly and will gain a large amount of exposure both nationally and internationally. There are some great synergies between the event and The True Honey Co. including the fact that Tim and Jonelle like many of our customers use Mānuka honey on their horses for any cuts or abrasions.

“I’ve also heard on good authority that Tim and Jonelle drink our honey with apple cider as a daily tonic, so it must be the source of champions!”

The True Honey Co. launched in New Zealand and the UK in 2016, with Australia, Europe and Japan following soon after. Their vision of becoming the world’s most trusted Mānuka honey brand has driven global expansion plans with export markets continuing to grow with the introduction of China, Middle East and Europe.

Local honey lovers can purchase online at truehoney.co.nz, or through selected retailers. The True Honey Co. offer taste testing Monday to Fridays at their Ahuriri offices in Waghorn Street.

Vets rearing for service at Horse of the Year

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When you have up to 2000 horses competing at Land Rover Horse of the Year you can expect the onsite vets are going to be pretty busy!

Vet Services Hawke’s Bay equine vet Richard McKenzie says that’s certainly the case for their team of veterinarians and support team.

“You can say we’re pretty tired by the end of the week, for sure.”

Richard says the early part of the week is about treating horses that have travelled, some a long distance, they may have either picked up a ‘travel injury’ or illness such as colic.

“It’s pretty hectic at the beginning of the week as you have a large number of horses arriving within a few days and some have travelled from the far north, the South Island or from overseas and they may have a cut, abrasion or illness during their travel.

“They need to be assessed and with the horses required to be drug-free to compete, it can be a big disappointment for the owner and competitor if we have to treat their horse with drugs. The event is the climax of their season, some of the horses are worth a lot of money, so it can be an emotional time if they then can’t compete.

Richard says after the arrivals period, it gets a bit quieter in the middle of the week before getting busier again as the event finals start to commence.

“We’re usually treating a few niggly injuries during the week and then there’s a bit of pressure and emotion as the competitions head towards the final rounds.”

As well as a base tent, the Vet Services team of 4-5 vets and nurses use their vehicles across the large event site. Technology is also important for quick diagnosis and the team is armed with a mobile digital radiology unit, an ultrasound unit and an endoscopy unit.

“It’s rare, but there can be some serious injuries over the week and we might have to refer surgical treatment to vet hospitals at Massey University and Waikato

Other work over the week includes pre- purchase checks, as horses are bought and sold.

Another big spinoff for Vet Services of being involved with HOY is getting to see some of their clients horses compete and win or place as well as catching up with other clients that are attending as spectators.

“It’s rewarding to see some of our clients perform well and it is always great to catch up with our local clients who are watching the events.

“Having a strong visual brand presence also helps reinforce that we’re very active in the equine vet services area too.

Suited up and ready for business

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Two of Hastings’ oldest retail businesses are taking their diamond rings, watches, trousers, jackets and shirts to Land Rover Horse of the Year instead of hoping visitors may walk through the doors of their shops in the CBD.

Grieve Diamond Jeweller and Thomson’s Suits have shared a pop up retail trade site at the event for the last four years, and James Griffiths says it’s “been well worth it”.

The two retailers were part of an trial five years ago by the Hastings Business Association to set up a Hastings retail trade area. James says that it was a break even exercise in the first year but they now re-book their site immediately after the event ends.

“For us we realised pretty early on that we had to have a presence at the event, rather than expect visitors to come into our shop.

“You’ve got to be on their doorstep, not the opposite. You’ve got to take advantage of the opportunity and not expect it to just fall on your lap.”

The Grieve Diamond Jeweller and Thomson’s Suits pop up store has evolved over the five years, as has their understanding what customers buy.

James says high profile brands such as Karen Walker and Stolen Girlfriends jewellery are popular with teenage competitors and visitors while they also design and sell ‘horse jewellery’ such as necklaces with stirrups and horse shoe pendants.

“We’ve also sold a few diamond rings over the years, and we also sell a few watches too.

Thomson’s Suits managing director Angus Thomson says that initially their stall was mostly clearance stock at reduced prices along with some higher end clothing, which proved to be more popular.

“Customers are definitely wanting the latest designs and brands like R M Williams and Ben Sherman and being seen to be up with what’s hot in fashion. If it’s sunny we sell a lot of hats as well,” Angus says.

Both men say their staff enjoy getting out of the CBD shop and working in a different environment and sharing the site works well – both in cross selling opportunities and but also socially.

“Another benefit is that if a wife drags her husband into the stall to get him to buy a new shirt or trousers, she might also leave with some new jewellery! James says.

Angus says that although there’s talk about the economic benefits of the event for Hastings and the region, he says that there are many more benefits of having a large scale international event.

“It shouldn’t just be about the money, the exposure the event nationally and internationally for Hastings and the entire region is priceless. It’s the perfect promotion to our target market.”

Burghley Day launches in Hawke’s Bay

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Burghley Day’ presented by Höpt Soda is Land Rover Horse of the Year 2019’s new marquee event and already the concept is creating giant strides in sponsorship circles.

The inclusion of current Burghley and Badminton champions Tim and Jonelle Price as headline acts is proving a potent formula for aligned sponsors, both international, national and local, to connect with New Zealand’s premium equestrian event and use Burghley Day to leverage their own marketing.

Burghley Day provides a platform for international brands Land Rover and Höpt Soda to coexist alongside smaller local brands like The True Honey Co, which event director Dave Mee says is providing a very unique set of marketing opportunities.

“Sponsorship opportunities at Land Rover Horse of the Year are highly sought after and for good reason. The association this year with the coveted Land Rover Burghley Horse Trials is providing a way for local brands to promote their products not just into Australasian but also UK markets.

“With over 55,000 expected attendees over the six days of competition and potentially millions more, watching, brand awareness is exponential. The event maximises this through live streaming, television, radio and print coverage along with our own professional public relations.”

Burghley Day, held March 16 at Hawke’s Bay’s A&P Showgrounds will see Hastings’ Discovery Gardens transformed into a ‘Baby Burghley -featuring iconic Burghley Jumps, British food trucks, a Beefeater Pink Gin Bar, pop-up Höpt Soda ‘Höptail Bar’ and authentic Burghley theming.

Other VIP functions across the week of March 12-17 provide unique scope for sponsors and local dignitaries to network and connect. Entertainment includes the glamorous Hall of Fame cocktail party, Bayleys Business Lunch, family fun Friday night Hastings Heart of Hawke’s Bay Extravaganza and finale events the G.H. Mumm Champagne Cross Country Lunch (Saturday 16th March) and Cup Day (Sunday 17th March).

It’s become an annual pilgrimage for many, who arrive to take in the event’s shopping, wine and food villages and salivating assortment of hospitality experiences. But for exhibitors and sponsors, the stakes can be far greater.

“Where else do you encounter six days of televised international, national and local brand alignment? We’re celebrating 21 years in Hawke’s Bay this year, and we’d love to see other local sponsors jump onboard to ensure the longevity of this fantastic community event,” says Dave Mee.

Pro Q&A with Tim Aitken

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Tim Aitken is the new chair of Horse of the Year (HoY). Tim has farmed in Central Hawke’s Bay for many years and is also a CHB district councillor. Tim has had a strong involvement in equestrian being a “Brony”, see below to what that stands for…

What are your key aspirations for the event?

Firstly I have to acknowledge and thank Cynthia Bowers for the six years she has chaired HoY (Hawkes Bay) Ltd board. She has steered HoY through some very tough times and has stepped down at a time with the show in great heart.

  • To deliver the best show in Australasia. We need to continue the partnership with the A&P Society and Hastings District Council in developing the facilities and grounds to their full potential.
  • Attract all the top competitors from around the Australasian region and I would love to see more main stream TV coverage.

Why did you get involved in HoY? And what has been your involvement over the years?

I have always looked at the show as a great event for the equestrian community and Hawke’s Bay, and when the opportunity came to be on the HoY board I took it.

I have been attending HoY for years as a support husband, dad or as my Lucy and Willa call it in our family a “Broney” (men who like ponies) the guy that picks up the poo, holds things, drives the truck, dishes out treats, general do it all person and of course being a volunteer, albeit in a small way compared to some of the hours stalwarts who have made the wheels of HoY turn.

What skills do you bring to the role of chair?

I bring strong Governance skills to the role as chair, I also bring an ability to communicate to all who are involved, from the parents who are supporting their children at HoY and sponsors, volunteers and discipline organisers who put endless voluntary hours into their sections.

Is there anything new planned for the upcoming show?

Eventing is going to see some changes, with the cross country going to be in the afternoon. Some jumps being copied from Burghley Horse Trials and hopefully more international riders competing this time. HoY is one of the few venues in Australasia where riders can expose themselves and their horses to the crowd’s we have around the course like they have at Burghley for example.

If you could make one improvement to the venue (HB A&P Showgrounds) what would it be?

An indoor arena large enough to hold 3000 plus people, that would have an interchangeable surface. We would have night time events going on all week for the public to come into after work, weather would not have such an impact. Competitors and horses would get the experience of being indoors which is how a lot of big competitions are now being held. This would not just be a positive for HoY and the equestrian community, but also all of Hawke’s Bay.

Likewise – with the event – what would you like to improve?

I would like to see an ongoing improvement in the competitor experience, and see competitors take a more active role in supporting the show by volunteering when they have down time. At the end of the day it is their show.

• A more international feel, with more international riders and stall holders attending.

• Better night time entertainment, we have not always got this right in the past and is high on the Boards list of areas that needs improving.

Another area that we hope to improve on is around the none-riding volunteers experience, how can we do it better for them so that they feel part of the family that is HoY and want to come back year after year.

What do you see as the benefits of HoY to HB? And to Hastings as the host city?

The economic benefit that comes from hosting HoY. Spotlight on Hawke’s Bay of all the wonderful things we have in the Bay from food, wine, tourism opportunities the list goes on.

How can Hastings and its people embrace HoY more?

To come to the show and see what it is all about. Volunteer for half a day, a day or more. Volunteers are the life blood for this show, without them we could not run it.

Will Hastings always be the home of HoY?

I would very much like it to stay in Hastings. It is very high on my agenda to look at what the board and the shareholders want HoY to look like in 2027. We cannot do it all in one year we need to create a strategy going forward to meet our aspirations for the show and to ensure that Hastings keeps HoY.

What’s the current economic impact of the event?

14,767 people attended the 2018 show, of which 11,178 were domestic visitors and 224 international visitors. 80 percent were from outside Hawke’s Bay which has a contribution to tourism in Hawke’s Bay of $4,495,000 excl GST

What’s the biggest thrill you get out of being involved in HoY?

Just being a part of it all, meeting people, from all walks of life all over New Zealand and the world who have made it their mission to come HoY. Walking around and feeling the buzz, visiting each discipline area and watching everything unfold and marvel at how it has all come together. I have met some super people. This year I had a reciprocal visit to Liz Inman who is in charge of the Land Rover Burghley Horse Trials and had a fabulous tour around the Burghley grounds.

What keeps you awake at night in the lead up to and during the event?

The weather, always the weather and the budget!

What do you do in your spare time?

When the weather is good I try and go fishing with my son Jim, enjoy supporting Lucy and Willa with their horses and I have just taken up flying again after a 15-year hiatus.