FROM THE TOP

Event Director Morrissey Sees More Growth, Communities Connections Ahead

We caught up with Traverse City Horse Shows Event Director Matt Morrissey to hear his thoughts on Traverse City, the facility at Flintfields, and more. Q: This show has become so big and important to the region. But what do other areas of the sport around the world hear or know about Traverse City? Are we “on the map?”

Morrissey: Oh, absolutely. One of the big steps was adding the FEI divisions, which means riders earn international ranking points, so when they compete here it’s on the global stage. So people are definitely taking notice of the FEI but also the infrastructure improvements here. All of the footings have been redone; it’s all top-notch with drainage now. There used to be days with rain when we’d have to shut the rings down, and that never happens now. Every year we take on a few big infrastructure projects. This year we’ve added two new, permanent barns to house our FEI and Olympic horses. The year before we added some permanent buildings. So people always like seeing us putting investments back into the shows. I do think it was a surprise for a lot of people when they first came to realize what the surrounding areas were like. Before I had stepped foot here, when I thought of Michigan I had thought of Detroit. But here, you can bring a whole family; maybe one family member rides, but for the others there’s shopping, hiking, watersports…so many different things to make it into a family vacation. It really makes this place a great destination.

Q: How did you first first hear about and visit the show here?

Morrissey: We first visited first in 2014, when we were asked to come in and do some shows. We had spent our summers [at a horse show] in Lake Placid, but once we arrived here we realized the area is so full of promise.

Q: Talk about the growth over the years at the horse shows.

Morrissey: It’s been impressive. Over the years we’ve expanded the number of competition rings, and really made it so people can come watch everyone from little kids on ponies to past Olympians competingjust about every week, with some weeks a number of them here. The food and beverage on-site has improved dramatically. In 2022, we incorporated our charity ticket program, where 100 percent of proceeds go towards a local charity partners. If people haven’t been here since maybe 2015, I think they will be very pleasantly surprised. And those core six July August weeks are as good as they can be, but we’ve added weeks in June and September and they are increasing in popularity. At this point it’s too early to know September numbers, but June numbers have doubled since just last year. And our biggest benefit is word of mouth.

Q: And the event has really come a long way in terms of connecting to the local community.

Morrissey: Right. We have a couple great employees in the community, between Audra [Jackson] and Gary [Howe], who just joined our team and has been able to help us connect the dots. We want to grow with the community and the charity ticket program is just a part of that commitment.

Q: So what else is new on-site this year?

Morrissey: Well certainly the most visible part is the new barns, but we also have an entirely new septic system. We’re also starting an equestrian community across the street, where people can buy 5-20 acre parcels and have their horses there with stalls, paddocks, and everything in a private setting. It will be a full farm community.

Q: Where you do see this event going in two or even five years?

Morrissey: I think it’s quickly becoming one of the top destinations of the summer, so I can easily see it as the top desti- nation. We’ll continue to make improvements on an annual basis. Right now we have hunters, jumpers, and equitation, plus one week of dressage. And I think we could probably add weeks of dressage to basically introduce somewhat of a new discipline with the potential of adding other disciplines like western at some point.

Q: You spend much of your year here now. What are your personal thoughts about the Traverse City area?

Morrissey: I got up here in April and I’m here basically mid-April to the end of September nonstop. I’m now actually building my own home here, so I’m investing in the area. The weather for a horse show in the summer the weather is perfect. I personally enjoy the late nights with late sunsets so I can get in some late golf. in the evenings. I love the water and good food, and there’s a lot of it that up here! I hope everyone will give our event a try and come out and support your favorite charity this summer!

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