SWOT analysis Strengths
Weaknesses
Local press publications like the Around the Park magazine and Simply Buckhead magazine
Weak social media platform besides Facebook (i.e. no twitter activity since 2011)
O Network spotlight
Lack of awareness on a large scale
Established therapeutic programs
Relatively new leadership
Large facility with newly revamped website
Riding lessons cost $65 per session (might be expensive for some customers)
Well managed Facebook page with several links Several facets to their business including an event venue for weddings, birthday Parties (pony parties), riding lessons and camps 3 barns, 4 arenas, and over 30 school horses
Opportunities Opportunity to reach out to the large hospitals in the Atlanta area. (Ex. Children’s Healthcare of Atlanta, Piedmont and other therapy programs) Reach out to caregivers (mom’s or professionals) to increase awareness of the therapy program Creating field trips for the outreach programs that involve inner city populations The ability to provide a service that is unique, especially regarding the local community in the mostly urban area of Atlanta Opportunity to utilize more social media platforms such as Instagram that would be able to convey the visual nature of the horse park
Threats External threats such as surrounding state parks with equestrian trials and other competition: such as the Georgia International Horse Park (site of the equestrian events for the Olympics) Lack of interest for physical therapy through equine therapy programs like PATH that Chastain Horse Park uses Direct competition: Georgia International Horse Park, Flowered Rock Farm, River Run Equestrian at Huntcliff
