Equestrian Communities Bring the New Ruralism Lifestyle to Market

By Jennifer K. Donovan & Michael M. Donovan

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The American Dream has always included a nice home, friendly neighbors, and satisfying work and play. But the dream has changed over time. In the 1940s and 1950s, families migrated from farms and rural areas to more urban settings – the cities and suburbs. Today, the trend is reversing itself, but in a new way. As baby boomers are increasing the number of mature adults at record numbers, these Americans are realizing that something valuable got left behind in the great urban migration – a connection to the land and the sense of well-being it provides. Now, thanks to technology and a new affluence, active adults, as well as families with children, are carving out a new lifestyle niche that presents a unique opportunity for builders and developers: the New Ruralism concept. New Ruralism, a term that encompasses the best of rural living with the best of suburban living, has emerged as the hottest new lifestyle sought by those both young and mature.

Drawn to a simpler time, New Ruralism neighborhoods are being developed where community connection, safety and activity for children, and the natural environment are the centerpieces. Pastoral beauty, woodlands for walking and exploring, gardening and farming, bird-watching, and interacting with wildlife or other animals are just a few of the characteristics found in New Ruralism developments. Horses fit perfectly within this concept, as they offer the opportunity to actively participate (through lessons and trail rides) or simply gaze upon them in the field or on the trail. With dedicated open space, a peaceful environment, and connections to a natural environment at the heart of the New Ruralism concept, community residents find it easier to connect with neighbors while also maintaining their privacy.  This type of development allows for a safe yet active lifestyle for themselves, their children, and/or grandchildren.

At the same time, while leaving behind the hectic pace of city life, safety issues, and the negative impacts of noise, pollution and other stimuli, people still want to maintain the technological conveniences and sophistication of lifestyle which they enjoyed with suburban/urban living. Having a “house in the country” that also has a master suite, gourmet kitchen, satellite TV, mobile phone coverage and high-speed internet, as well as local access to fine dining, high-end grocery shopping, and lattes, are the epitome of New Ruralist living.

Crossing Markets with New Ruralism

From families with children, to active adults, there is a ready market for developments steeped in the New Ruralism design principles. The aging boomer market is redefining retirement and is the most active demographic group to date. Wealthy, in good health, and seeking activity, today’s retiree “retired” the shuffleboard court long ago. To complement their active lifestyle, they also want community interaction on their terms, social opportunities, and they are drawn to more sustainable community designs. New Ruralism again fits this bill.

Families with children are also drawn to the New Ruralism concept, as they seek safer, more active environments for their children without giving up the amenities of city or suburban life. Many of us would like to embrace the days of telling your child “just be home before dark.”  Parents today want their children to experience life as they knew it when they grew up, and more and more want their children off the couch, away from the video screen, unplugged and outside.

In fact, childhood has changed to the point that a new term has emerged: “nature-deficit disorder”. Coined by author Richard Louv, who wrote "Last Child in the Woods: Saving Our Children From Nature-Deficit Disorder," nature-deficit disorder speaks to the idea that sensationalist media coverage and paranoid parents have literally "scared children straight out of the woods and fields, while promoting a litigious culture of fear that favors 'safe' regimented sports over imaginative play.” In addition, well-meaning elementary school curricula may teach students everything there is to know about our own deciduous forests, but they do little to encourage kids' personal relationship with the world outside their own doors.

Reconnecting kids to the natural world through New Ruralism community-living is possible and easily attainable. Building secret forts and tree-houses, catching frogs and fish, swinging on a tire swing, going for a trail ride, spending a day at the barn, and playing hide-and-seek in the woods are all activities that New Ruralism offers and encourages.  

The Equestrian Amenity: Living, Breathing Nature.

As a wide range of people actively seek the New Ruralist lifestyle, a broad range of their expectations can be accommodated, even exceeded, with one element: the equestrian amenity. From those that only have a fond childhood dream of riding with Robin Hood, the Lone Ranger, or King Arthur’s court, to those that compete in amateur horse shows on the weekends, horses evoke an emotional – sometimes passionate – response from almost everyone. While typically only a small percentage of residents are actively riding in a community (15 to 25% - very similar to golf), the remainder receive just as much enjoyment. Three horses frolicking in a large grassy pasture, a well-groomed and tacked horse and rider working in a jump-filled arena, and a family out trail-riding together are images that touch a lot of people and add value to their lives. A well-designed and executed amenity will keep those horses and riders happy and using the facility – which in turn, provides ongoing opportunities for other residents to have their desires met.

As we delve further into the “inner workings” of a New Ruralist equestrian community, we find that most advocates say they want the “country without the fuss,” while still having an authentic experience in the community. The effective equestrian amenity taps into the pent-up demand from horse enthusiasts whom are a ready market for the New Ruralism development concept that offers them the range of services they need For example, personally caring for horses involves a lot of time and effort – every day. Equestrian enthusiasts need services and opportunities to enjoy horses where they have more freedom from the burdens of care and maintenance. Hence, we see the draw to communities with an equestrian amenity. These developments generally include a centralized stable, where trained staff can provide for all horse care. Designs can also accommodate equestrian estate lots which allow for horse-keeping on individual lots – lots that still utilize services from the central facility.  While their horses are close-by, concierge-style services will provide the desired level of care for their animals so residents can relax or travel at a moment's notice. Many times, the central equestrian amenity will provide lesson horses, which allow residents to participate without the long-term commitment of ownership.

Next, the central facility can be designed to include a “clubhouse-style” amenity (either incorporated in one of the other larger structures, or as a stand-alone building). The central equestrian amenity becomes a gathering place to hold catered parties while equestrian demonstrations provide the backdrop of entertainment.  Birthday parties, fundraisers, and natural horsemanship techniques – these are just a few examples of how residents can be drawn to the central equestrian facility. Effective programming will provide opportunities for non-riding residents to be introduced to the horse in safe and manageable steps.

Furthermore, horses require open space and a healthy environment, which further ties into the New Ruralism enthusiast’s desires. Effectively-designed communities with an equestrian amenity require minimal manipulation of the natural environment and often tie a community back to its origins – horses and farming.  Pasture areas are typically “natural open areas,” where existing topography and native grasses are used.

Equestrian enthusiasts want and need opportunities to enjoy horses, and they need the facilities associated with these, including riding rings, jumping fields, and trail systems. As a bonus, equestrian trails, unlike golf trails, can be used by all residents of the community. This is a tremendously valuable aspect of the equestrian amenity when one considers the active and environmentally-conscious nature of today’s buyer, and that trail-walking is the most-used amenity in all planned communities.

These communities are also, almost by definition, of lower density. Don’t be misled by the old school “density equals dollars” equation. Buyers will pay a premium for a lot (and often a relatively small lot) that has access to significant natural open space and provides the opportunity to interact with horses and nature.

And, compared to golf, equestrian amenities can be developed for a fraction of the cost, require less land (as well as manipulation of the land they do use), utilize natural open space, are often designated as agricultural use (with the density benefits associated therewith), and require far less pesticides, herbicides, fertilizers, and irrigation water to look their best.

In summary, communities that include an equestrian amenity conserve the land and utilize the natural environment to its fullest, all the while bringing much needed services – and lifestyle opportunities – to the New Ruralism seeker, whether they have a horse as a member of their family, or they simply appreciate gazing at horses peacefully grazing in a field. The New Ruralism market seeks a particular lifestyle. As more people are drawn to its principles, New Ruralism communities with an equestrian amenity continue to be in high demand.

Jennifer K. Donovan and Michael M. Donovan are Co-Founders and Principals of Equestrian Services.