SWOT Analysis

Strengths

Local press publications like the Around the Park magazine and Simply Buckhead magazine

O Network spotlight

Established therapeutic programs

Large facility with newly revamped website

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

Weaknesses

Weak social media platform besides Facebook (i.e. no twitter activity since 2011)

Lack of awareness on a large scale

Relatively new leadership

Riding lessons cost $65 per session (might be expensive for some customers)

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