Less is More

You will notice that we have changed the format and frequency of our e-newsletter. “Less” will mean less often, as this will now become a quarterly e-publication. “More” means more news, as we will increase the number of topics and ideas presented. We hope that you find this newsletter even more interesting and educational in the years ahead. Happy New Year!

Development Tip –
Staging Your Equestrian Amenity

Designing and constructing any amenity is costly. Unfortunately, with most amenities, developers do not have the luxury of building the amenity in stages over time to stagger up-front expenses. You can’t build only three holes of a golf course at one time, or build half of a swimming pool – it’s all or nothing.

But for developers tapping into an exploding market such as horseback riding, where demand is continually increasing and sometimes hard to gauge, staging construction of the amenity is usually a viable and wise option. Staging an equestrian amenity allows the developer not only to spread the construction costs over time, but it also ensures that the amenity is not overbuilt (a waste of money) or underbuilt (a sales buster).

Although trails need to be built early in the development process due to their impact on the site design, equestrian recreation areas such as arenas, cross county courses, round pens and rings can easily be staged throughout the development process as sales occur and income is generated. Likewise, an experienced equestrian planner and designer can design the barn or barns in such a way that the construction of stalls is staged to meet demand. This ensures that a developer is not stuck with expensive stalls which sit empty, but more importantly, it enables the developer to remain agile in the sales process by continually meeting the demand of equestrian buyers. We have seen seasoned developers have to turn away qualified equestrian buyers because the developer did not plan for enough stalls to satisfy market demand.

This is just one of the many advantages of an equestrian amenity, but it is a benefit that must be carefully planned for and executed. When done right, a staged equestrian amenity has a very positive impact on a project’s return on investment.

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Signature Story

As the first O’Connor Signature Equestrian Facility prepares to open this coming summer, potential facilities on the East Coast and in the Northwest are currently being considered. Equestrian Services, LLC remains committed to opening no more than three O’Connor Signature or John Lyons Signature Equestrian Facilities each year to preserve the quality and exclusivity of the brand.

In November, the John Lyons Signature Facilities were officially announced, with articles appearing in The Washington Post, Practical Horseman, Everything for Horse & Rider, Bit & Bridle, and several other national publications. We hope to announce the location of the first John Lyons facility in the first quarter of this year with a major press conference. The announcement event will be similar to our large conference and press party at the Rolex Kentucky Three-Day Event last year, when we announced the first O’Connor Signature in Lake City, Florida. Although several developers have expressed interest, a final location for this inaugural facility has not yet been chosen. Stay tuned…

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Industry Trends: They’re Not Getting Older, They’re Getting Better

If trends in the equestrian industry are any indication, America’s active adults are not only living longer, but they are becoming more “active.” These adults (age 50 to 75) comprise the fastest growing segment of the equestrian market. In 2005, the percent of horse owners in the United States who are age 45-59 hit 41%, and horse owners 50+ surpassed the 50% mark.

Well beyond horse ownership, an increasing number of active adults are entering the equestrian industry more casually. This can mean volunteering for a therapeutic riding program or taking an equine animal husbandry class at the local college. Other active adults are getting more involved, taking riding lessons and/or pursuing vacations that include trail rides.

According to the Travel Industry Association of America, a national survey found that approximately 98 million American adults have taken an adventure vacation in the past five years (www.tia.org), with equestrian vacations ranking among the most popular. Since 2000, web sites such as www.equestrianvacations.com, www.ridingtours.com, and www.reliefridersinternational.com have seen both the volume of hits on their sites and their bookings explode, with an increasing number of those inquiries and bookings coming from adults 50+.

The greatest evidence of the power of this market is seen with the rising number of successful equestrian communities coming online, especially in Florida, the Carolinas and the Southwest. For a complete list of flourishing equestrian communities that cater to active adults, please contact Jan Wood at jwood@eqsv.com or 410-849-2097.

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Going Coast to Coast

Like the equestrian development market itself, Equestrian Services, LLC is rapidly expanding from coast to coast. Our company now has clients in:

• Florida
• South Carolina
• North Carolina
• Virginia
• Maryland
• New Jersey
• California
• Washington State
• New Mexico

For our team, it is exciting to work with successful developers and municipalities to analyze the equestrian market and tap into the burgeoning demand for well-conceived and well-executed equestrian communities, resorts and stand-alone facilities. A few markets, such as Florida, are becoming more saturated, but we are finding most areas of the country have significant untapped market potential that can mean significant ROI’s for our clients. Although equestrian amenities themselves are rarely profitable to any significant degree, it is the positive impact on sales price, sales pace, occupancy and related spending that make these ventures so economically beneficial.

Not sure of the development potential in your area? Feel free to call us for more information about the depth and strength of the equestrian market in your region.

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In the News

Equestrian Services, LLC and its clients have been front and center in a variety of media since November. From a story on the front of the Metro Section of the Washington Post, to a segment on Fox News, to articles in equestrian publications like Bit & Bridle, reporters are telling the story about the latest craze in real estate – equestrian communities and resorts.

Equestrian Services’ clients Toll Brothers, Inc. and Mitchell & Best were included in both the Washington Post article and the Fox Television spot as developers who are pursuing the equestrian buyer market. The Toll Brothers project opened sales in May, and they have already sold out of all of their equestrian lots. The amenity has been such a powerful sales tool that they are now considering another barn and equestrian area on the property so that they can continue to capitalize on this market. The visibility was wonderful for everyone, and we thank Mark Nosal of Toll Brothers, Inc. and Marty Mitchell of Mitchell & Best for their willingness to participate in this press coverage.

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Submit a Question

Dear Jennifer,

Could you please recommend an appropriate sub floor for under my 12' x 12' stalls? I have heard about so many options, from 2x6 pressure treated timbers with a half inch gap for drainage of urine, to 12 inches of gravel with 6-8 inches of sand over it. I have also heard of using pavement (like on the roads), and then putting rubber mats over it.

I am so confused - any suggestions would be very much appreciated.

I can't thank you enough. Merry Christmas.

Sincerely,
William Cornell

Dear William:

Thank you for your interest in Equestrian Services, LLC.

Like so many things within our industry and sport, there is no "right way" for stall flooring. As you have found, there are a dizzying amount of options. Very much would depend on what kind of bedding you are planning to use and what your budget is.  When preparing a horse stall, I believe there are three things that need to be achieved: (1) a level, cushioned floor that is comfortable for the horse to stand on and to lie down on, (2) minimization of the ammonia from the urine – continued exposure can cause respiratory issues – plus, I would recommend good cross ventilation of your barn, and (3) minimization of labor, because time is money.

With these points being mentioned, some stall flooring systems are more expensive at the onset, but end up paying for themselves in the long run due to time and the use of less bedding. Stall mats are very commonly used in barns, and typically shavings or cured saw dust is used for bedding. Under the mats, you can pour a concrete floor (which can be expensive, but this will ensure your floor always stays level, and horses can never paw or dig, and they will also be less likely move the mats around). A cheaper alternative to concrete would be a compacted, level stone dust base – no less than 4-6 inches. The problem with stall mats is that when the horse urinates, it hits the mat and spreads out, which soaks much of the bedding. So you spend more on bedding, and oftentimes you feel like you are practically stripping the stall every time you clean it. Another option we have been using with success is Woody Pet. This product is easy to store and is very absorbent.

There are also stall flooring systems that perform like a septic field, allowing the urine to seep down through stone dust and gravel. This is also a nice option, but it is expensive to install initially. This product will save time and bedding, so it will pay for itself over the years. Below are some links:

http://www.woodypet.com/horse.html
http://www.equustall.com
http://www.promatinc.com
http://www.theperfectstall.com

Criteria for determining type of bedding material to use (from the Horse Industry Handbook):

• Availability
• Price
• Absorptive Capacity
• Ease of handling
• Ease of clean-up and disposal
• Non-irritability from dust or other allergenic components
• Texture and size
• Fertility value of the resulting manure
• Unpalatability to the horse

Regards,
Jennifer