Thoroughbred racing comes to mind when thinking of horses in Kentucky, but the horse community is much more diverse as only 20% of horses in Kentucky are involved in racing. The other 80% are mainly pleasure and show horses and represent a huge economic consumer base.* The overwhelming majority of horse owners in Kentucky have chosen to spend their disposable time and income living the equestrian lifestyle.

* The Kentucky Horse Council www.kentuckyhorse.org.

Equestrians are typically active, affluent, and mobile. Direct, indirect and induced economic impacts of the industry on United States and individual state economies include:

• Nationally, $102 billion via direct, indirect and induced spending
• 1.4 million full-time equivalent jobs produced

 Source: American Horse Council 2005 Study by Deloitte Consulting

Equestrians live a lifestyle, not just compete in a sport. This passion translates into a committed market creating opportunities for sponsors.

• 91% describe themselves as "passionate about horses"
• 87% define horses as "one of the most important things in my life"
• 74% prefer attending equestrian events to all other outdoor sports events
• 76% are more likely to buy products and services from companies that sponsor equestrian events
• 58% would participate in on-site trials of non-horse related products at equestrian events
• 86% would take advantage of equine-related products at the same events

 Source: www.usef.org statistics

U.S. Equestrian Federation (USEF) Member Demographics:
USEF Members spend an average of $16,000 annually/person on equine-related purchases, not including horses or travel

• 85% are women
• 66% have a minimum 4-year-college degree or better
• 80% make or directly influence purchasing decisions at work
• 38% have a net worth over $500,000
• 56% are employed full-time
• 63% have traded stocks, bonds, or mutual funds in the last year
• 22% own two or more homes
• Market value of the average home is $594,000
• Have an average income of $185,000
• Own an average of three vehicles
• Own an average of four horses
• Spend an average 30 nights per year in a hotel
• 94% own a pet other than a horse or pony and of those average 2.1 cats, 2 dogs, and 1.5 other pets

 Source: www.usef.org statistics

Thoroughbred Owners & Breeders Association (TOBA) Member Demographics:

• $8,252,860 = Average Net Worth
• $1,327,270 = Average Market Value of Primary Residence
• $546,510 = Average annual Income
• $203,818 = Average amount spent on equine-related services in past year
• $58,920 = Average amount spent on equine-related products in past year
• 134 Acres = Average size of farm

 Source: www.bloodhorse.com/mediakit/pdf/AudienceProfile_use.pdf