More than Just a Festival

from 2023 Traverse City Horse Shows Visitors Guide

FOR WATERFRONT HOMES & VACANT LAND CALL THE LAKE EXPERT

The economic and cultural impact of Traverse City Horse Shows

By Jillian Manning

Horse Shows by the Bay, the event that gave rise to the Great Lakes Equestrian Festival and Traverse City Horse Shows, began as a modest affair. Regional riders and their horses began competing in 2007, and the event grew to a national circuit event that ran for four weeks each summer.

Today, on the same grounds at Flintfields Horse Park, Traverse City Horse Shows (TCHS) welcomes an international cast of competitors, friends and family members, and spectators. In 2022, TCHS ran for 12 weeks, had participants from 22 countries, and stabled more than 1,700 horses. This year is expected to be even bigger, especially since TCHC is offering an added week of competition.

“We feel incredibly fortunate to have such a fantastic team that works tirelessly to make TCHS a top summer destination for equestrians,” says Matt Morrisey, Traverse City Horse Shows managing partner. “The community’s support and involvement truly sets us apart. Northern Michigan is a one-of-a-kind place.”

Investment and Impact

All that growth reaches far beyond the ring, with an estimated annual economic impact of $120 million—or nearly $750 estimated spending per day per person—in northern Michigan, according

• Traverse City Horse Shows to a study from Sports Management Research Institute. That sizeable chunk of change includes lodging, travel, shopping, dining, and entertainment. Grand Traverse Resort & Casinos (GTRC), whose properties include nearby Turtle Creek Casino and Grand Traverse Resort and Spa, has seen firsthand the benefits of being situated close to the action at Flintfields.

“Traverse City Horse Shows has grown every year to become one of our most important local event partnerships,” says Steve Timmer, chief marketing officer for GTRC. “[They have] built up a loyal following within the worldwide equestrian community, and they provide great marketing outreach for our brands.”

Timmer says GTRC amenities like golf, spa services, and dining at Bourbons 72 (located inside Turtle Creek) are popular among TCHS attendees. But the partnership goes far deeper than just logos inside the ring; TCHS has also helped to put a spotlight on the heritage of the Grand Traverse Band of Ottawa and Chippewa Indians, which owns the GTRC properties. Each summer, attendees will discover cultural celebrations and exhibitions, plus photographic installations throughout Flintfields showcasing the tribe’s history.

“Their audience supports their sponsors, and we’ve received a great response not only for our Grand Traverse Resort & Casino properties but for the Grand Traverse Band of Ottawa and Chippewa Indians as well,” Timmer adds.

It Takes a Village

Although Traverse City is considered the “big city” Up North with plenty of attractions for visitors, it isn’t the only place that sees increased activity during horse show season. Elk Rapids, a charming village just 15 minutes north of Flintfields, also gets a summertime economic boost from TCHS attendees.

“Summer season in Elk Rapids has always brought a flourish of visitors [and] tourists, but over the past several years, we’ve seen a steady increase in visitors to our region,” says Laura Savoie, membership manager for the Elk Rapids Chamber of Commerce.

She says that while it’s easiest to spot an equestrian competitor by their attire, it’s clear that TCHS attendees are coming to the village with or without their boots to enjoy restaurants, retailers, art galleries, and recreation. (Not to mention the demand for real estate for second homes or longer-term rentals.)

One of the ringside sponsors and vendors at TCHS this year is Short’s Brewing Company, which is headquartered in Bellaire with a satellite location, Short’s Pull Barn, in Elk Rapids. They’ve seen firsthand the impact of the event on their business, which inspired them to work closely with TCHS for the 2023 season.

“A site visit last summer sealed the deal for this new partnership. The facility is absolutely beautiful, the event organizers are amazing, the horses are incredible, plus it draws a great audience for the entire summer—we are so lucky to have them in our backyard,” says Christa Brenner, marketing and brand director for Short’s.

Brenner says that Short’s is working on their beverage lineup for their summer outpost at TCHS, noting that the brewery’s non-alcoholic hop water, Thirst Mutilator, will certainly be in the rotation. She adds that she’s looking forward to selling Short’s brews on-site at Flintfields and at the pub’s two brick-and-mortar locations.

“We will certainly see an increase in sales from the show itself, and we hope that all the local businesses in Elk Rapids see an increase in foot traffic over the summer,” Brenner says. “We’re in such a great location—instead of hiking into TC and fighting traffic, they can head up to Elk Rapids. … I think the laid-back atmosphere of our location is really appealing; we’re not fussy or fancy, plus we’ve got inside seating and a dog-friendly outdoor space. What’s not to love?”

A Dog and Pony Show

Speaking of dogs, local businesses aren’t the only beneficiaries of a busy season at Flintfields. Last year, TCHS introduced a new spectator ticket program that helped raise money for local nonprofits and charities. In 2022, the program raised $50,000 for 12 organizations.

One of those organizations is Cherryland Humane Society, which will be participating in the program again this year. In fact, the organization has been connected with TCHS for four years now, thanks to long-time supporters of the nonprofit Dudley and Barbara Smith and their daughter, Laura Matthies.

“The Smith family and all of the TCHS team are tremendous animal lovers, and it shows through their years of support and dedication to not only horses but all animals,” says Naomi Washburn, communications and marketing manager for the Humane Society.

She says that the impact of the partnership with TCHS has been “huge,” and not just in terms of dollars and cents.

“Being partnered for this event brings wide exposure and helps promote not only our mission, but also helps us do the most important thing: find the animals entrusted to us their forever homes,” Washburn says.

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