Breaking News: O'Connor Signature Holds International Conference

Equestrian Services, LLC is pleased to announce that the 43rd Annual Certified Horsemanship Association (CHA) International Conference will be held in Lake City, Florida at The Oaks Equestrian Center - an O’Connor Signature Facility - on October 21-24, 2010.

This event is for riding instructors, barn managers, equine facility owners, trainers, horse professionals, and general horse owners and enthusiasts. Participants get to ride in sessions on school horses. This event is open to the public.

The CHA Conference will include mounted workshops, ground lessons, and lectures from top instructors, trainers, veterinarians, equine dentists, leather craftsmen, equine chiropractors, business professionals, saddle fitters, and many others. Click here to register.

Equestrian Olympian David O'Connor (The O'Connor Signature Namesake) to be Keynote Speaker

David O'Connor will be the keynote speaker at the CHA Meet-and-Greet Reception at the CHA International Conference at The Oaks Equestrian Center in Lake City, Florida, on Thursday, October 21, 2010!

With a resume that includes three Olympic medals in three-day eventing, including the history-making individual Gold aboard Custom Made, two Pan American Games medals, as well as many wins at the international level, David has solidified himself as one of the most successful international competitors of our time. David’s consistent performances also led to him being awarded the USEA Rider of the Year title in both 1996 and 1997. As the president of the United States Equestrian Federation (USEF), David is passionate about the opportunity to promote all horse sports.

Chester Weber to Hold a Combined Driving Demonstration at the CHA International Conference

Combined Driver Chester Weber, whose name has become synonymous with Four-in-Hand driving throughout the world, achieved a record-setting win in October, 2009 – becoming the first driver to win the USEF National Four-In-Hand Driving Championships seven consecutive years in a row. He is competing at the World Equestrian Games in Kentucky next month. Chester is also the owner of Jamaica, the USEF Horse of the Year and Combined Driving star.

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Equestrian Services, LLC is Pleased to Announce a Formal Partnership with The Horse Institute

Equestrian Services, LLC is pleased to announce that it has formally joined forces with The Horse Institute to provide Experiential Corporate Leadership Training as part of its overall Equi-Sperience Program.

“We are thrilled to bring this model and program to our clients, as this program has excellent revenue potential and typically utilizes the equestrian center on off-peak hours,” Jennifer Donovan commented. Equestrian Services and The Horse Institute will be traveling to Hong Kong in the beginning of October, to present to two very large corporations who have shown great interest in the program.

The Horse Institute has been the industry leader in equine experience education, and it is now performing its program in conjunction with prestigious leading academic institutions in the United States. They have been on the forefront of utilizing new techniques in their innovative training program, which combines accepted coaching tools, such as the Myers-Briggs Type Indicator and Strengths Finder, with on-the-ground exercises with horses. Learning from horses for professional and personal development is a powerful approach, because it yields expedient, sustainable results by improving communication, team development, and innovation.

The Horse Institute faculty understands the needs of corporate clients, because they have been senior executives themselves, or senior advisors to the c-suite. The core team has over 200 years of successful corporate experience and consulting, plus 20 years of post-graduate education, along with 150 years of experience with horses.

The participants develop greater skills in the areas of:

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Top 10 Reasons Why Horses Are Great Teachers for Corporate Executives
By Marie-Claude Stockl, Executive Director, The Horse Institute

“There is something about the outside of a horse that is good for the inside of a man.”

The famous quote by Sir Winston Churchill rings true each time we bring executives in contact with horses at The Horse Institute. Most have never had contact with horses, and they may never see a horse again.

Yet, their transformation is evident, as they go through a series of exercises with horses (on the ground, no riding). The challenges gradually increase in difficulty, prompting individuals and their teammates to analyze situations, find resources, be alert to changes in their environment, and be innovative.

In the last five years, our faculty of corporate trainers and four-legged faculty have conducted team development and leadership training programs at our horse farm in New York, as well as other farms near Boston, Washington, D.C., Philadelphia, New Jersey, and North Carolina. We have now set our sights on the growing Chinese market, and have joined forces with Equestrian Services, LLC.

Based on observations gleaned over the past five years at The Horse Institute, here are the Top Ten Reasons Why Horses are Great Teachers for Corporate Executives:

1. Horses use non-verbal communication better than we do; from horses, we learn what our body language says to others.

2. Horses are big and can be intimating. Meeting the herd for the first time is a lot like silent speed dating. Appearances can lead to huge assumptions! We learn from horses to conquer our fear of the unknown, and to look beyond physical attributes when we meet new people.

3. Horses are prey animals that constantly look out for new threats in their environment. Horses teach us to be vigilant and adapt to new situations.

4. Horses have peripheral vision, unlike predators (humans), who have tunnel vision. Around horses, we learn to scan the environment 360 degrees and use all available resources.
   
      

5. Horses respond to clear communication, one command at a time; they are honest and give immediate feedback. Horses teach us to focus on the task, and avoid confusing directions.

6. Horses are herd animals. From horses, we learn that we depend on each other to survive and achieve a common goal.

7. Horses need a leader and respond well to quiet leadership. From horses, we learn different styles of leadership.

8. Horses don’t hold a grudge and change their behavior when we change ours. No need to “get stuck”. If at first the horses don’t cooperate, try something different and you will succeed.

9. Horses don’t care about titles. If a junior person has the best idea, the horses respond, and the team pays attention. From horses, we learn to listen to everyone’s ideas.

10. Horses are masters at role play, sometimes gentle, sometimes not. With horses, you learn to create boundaries while still connecting to team members.

Marie-Claude Stockl is an inveterate multi-tasker who first learned the value of focusing while competing her horse in the jumper division twenty years ago. As a corporate trainer, she relies on the horses to teach useful skills to corporate executives: think in real time, use your peripheral vision, communicate clearly, be kind and honest, and leave your ego at home.

Copyright © 2010 The Horse Institute. All rights reserved.

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A Better Life Through Horses

Dog may be man’s best friend, but horses can offer the same, and maybe even more, emotional benefits to their humans as other companion pets. Pets have been shown to enrich people’s lives at the physical, emotional, and social levels. Being social animals themselves, horses can play a particularly interesting role in helping us not only to relax, but to also teach us useful communication tools that can be applied to other areas of our lives.

Even the image of horses grazing among rolling fields of green grass conjures up a feeling of relaxation and contentment, which explains the growing popularity of equestrian communities, where even non-equestrians can enjoy the benefits of seeing horses outside their windows.

The emotional connection between humans and animals has always been supported by anecdotal stories. Now, research studies are showing instances of the human-animal bond that are improving people’s attitudes, assisting in mental health therapies, and are linked to better physical health.

Many people with chronic back pain report that horseback riding provides excellent relief, as the movement in their backs created by the horse’s gaits naturally lubricates the joints of the rider’s spine. Those with arthritis benefit from the consistent physical activity of caring for and riding horses, which helps alleviate their persistent pain.

Like other sports, horseback riding offers the physical benefits of exercise. But unlike other sports, the added component of dealing with a living, breathing, thinking animal to accomplish your goals also requires added intellectual and emotional work. The payoff to that extra challenge is the immensely satisfying feeling of making a connection with an animal that has become your partner.

Horses, who are large and can be very powerful, can also be intimidating to some. But that size and power also creates an opportunity for people to overcome fears and build their confidence, which can be related to other challenging and intimidating situations in their lives.

Not surprisingly, the examples of the benefits horses can have on one’s emotional and physical well-being are not a recent phenomenon. According to the American Hippotherapy Association, references to using horses for physical exercise were recorded as early as 377 B.C., when Hippocrates wrote a chapter on “Natural Exercise” and included horseback riding. During the 18th century, hippotherapy, also known as therapeutic horseback riding, was prescribed by doctors to help patients with improving coordination and balance.

While most people have heard of therapeutic riding programs for the handicapped and disabled, the use of horses for mental health is a relatively new field that is rapidly growing in popularity. Equine Assisted Psychotherapy (EAP) utilizes horses to encourage the development of communication skills, by analyzing body language and encouraging patients to learn new ways of identifying with and expressing their emotions to others.

As herd animals, horses learn what their roles in each social situation are and develop different attitudes and personalities accordingly. Patients discover that the way they approach one horse may not work with another horse, so they have to adapt and develop different techniques for expressing themselves, just as they have to do in situations with other people.

Anyone who can describe a special bond with their pet understands the strong bond a companion animal can offer. Pets, including horses, rely on us to provide them with everything they need to survive: food, shelter, care, and companionship. In return, they offer their unconditional love and, oftentimes, unfailing loyalty. These are qualities that we can strive for in all our relationships, not just those with our animals.

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Security, Exclusivity, Sense of Belonging, Societal Arrival: The Cornerstones of a Successful Club
by Damon DeVito, Founder, Affinity Management

Successful clubs understand that happy, engaged members are essential for the club’s long-term prosperity. These clubs find ways to keep their members feeling special about their clubs. They reject the notion that “I can make more money on the person who pays their dues and who pays the minimum without using the club,” because this perception will eventually lead to member resignation.

For nearly a decade, virtually every initial presentation we’ve made to our prospective clients begins with the following two tenets:

“No one needs to [golf, swim, play tennis, fish, ride horses, shoot clays…].”

AND

“Membership is Not a Necessity.”

No One Needs to…

Though many of us in the club business take for granted that our members are passionate about golf, tennis, swimming, horse racing, riding horses, yachting, paddle tennis, bridge, and a variety of other recreational activities for which we offer amenities and venues, it is indisputable that no one needs to do any of these things. In this article, I’ll refer to golf, but it is interchangeable with any activity central to your club amenities, including dining out. When your members encounter a personal crisis or hectic calendars these passions wither.

Membership is Not a Necessity

Members can substitute for virtually all club activities less expensively on an a la carte basis outside the private club. Even the finest restaurants, for instance, do not request dues in addition to the meal price, and few members play enough tennis, golf, or other activities to justify their dues on a strictly dollars-per-use basis. A club with a majority of members in the “low dollars-per-visit” category is heading for overcrowding and deferred capital maintenance, by unsustainably under-pricing facilities with lower overhead costs. Clubs thrive on dues and cannot coldly view each aspect of operations as a profit center to be sold or shuttered if unsuccessful.

The quality of a la carte options, such as other restaurants, swim clubs, fitness, and golf courses, has dramatically increased over the past decade. The differences in conditioning and access between public and private have narrowed in nearly all amenity categories. Even if you are the best at something, how much better are you than the next alternative?

There is more competition now in almost every market, but clubs with little to no competition from other area clubs still need to recognize the distractions posed by every other source of competition for members’ time, attention, and money. A club that believes it has no competition is highly vulnerable to future events. We have seen this first-hand at a club that had an eight-year waiting list a decade ago, in one of the most desirable cities in the country, and who is now looking for members, despite excellent facilities, history, and location.

Then Why Do People Join Clubs?

The underlying reasons that people join clubs are emotional in nature, and though families may discuss the social aspects they seek from a club, the other important emotional “wants” typically go unspoken. Clubs who care about recruitment, retention, and usage by members shape their services around these emotional issues. This does not imply that club management teams need to become mind readers, however it does mean that key member concerns in all markets, and at all price levels, are similar: Security, Exclusivity, Sense of Belonging, Societal Arrival.

Security is the most fundamental need that replaces all others when threatened. Clubs cannot take for granted the level to which security implies members’ perception that their children are safe and welcome at the club, even when unattended. Female members likewise want to feel not only safe in the buildings, parking lot, and on the drive to the club, but also welcome. The lack of a security safety incident at your club in recent memory does not mean members necessarily consider it safe. Weak or inconsistent enforcement of rules, a non-welcoming atmosphere, or cavalier attitude can quickly make a member feel “unsafe”. Members whom we’ve interviewed have commonly cited slack lifeguard practices at the swimming pool – in some cases that led to a perceived “close call” with a child on the safety front – as reasons they have curtailed club usage, joined another club, and even quit the “offending” club.

Exclusivity was the mother of the club industry. Children as young as three understand that their clubs are more desirable when some people are excluded, and we have fortunately moved into an era where character is more important than skin color. One great way for young children to get what they want is to threaten another child with being “out of the club”. This is effective even if the club is nothing more than a couple of crayons and blanket on the floor. Nonetheless, the majority of clubs do not prioritize exclusivity by any means, beyond price. This includes high-end clubs that seem to value such characteristics at the Board level, and where something gets lost in the translation – especially for clubs recruiting members. When I ask clubs when they last removed a member for unbecoming conduct or mistreating staff, I am commonly met with quizzical looks. We’ve worked with many clubs that have fallen trap to accepting all applications, yet it undermines the credibility, exclusivity, and desirability of the club. One final note: don’t mistake “exclusive” for “fancy”.

Sense of Belonging is the set of “wants” that extends past the application process, into how well the club fosters cohesiveness, friendship, and ownership amongst its members. Members often have varying interests, but great clubs generate a certain pride for the club’s stature, and for the member’s role in the club. Clubs where new members feel isolated, or established members know few members beyond their immediate group, fail to satisfy this emotion. The secret to making members feel a sense of belonging is to acknowledge their differences. By treating members as individuals, each feels special. Prior to technology advances in communication platforms and point-of-sale systems, this was based on the memory, personality, and endurance of the management team. Fortunately, managers can now be armed with tools that leverage their time and make them look smart, by cataloging key member usage and interest data.

Societal Arrival recognizes that the members of any private club are the most successful and sophisticated people in their respective social circles. Even relatively less wealthy members join clubs because they feel a sense of achievement. In many cases, membership is a vehicle for self-reward or celebration of a new stage of life. Club members are accustomed to being the boss, and familiarity does indeed breed contempt, so it can be difficult for managers and club staff to receive frequent criticism from members, and to then absorb that input without letting it negatively affect their morale. However, clubs that take their members for granted for any reason begin a slippery slope of negative emotions, so it is essential to de-personalize these issues, encourage and validate member input, and then embrace change as necessary.

Satisfying the Emotional Needs of Members

The most important two things clubs can provide to satisfy members are service and communication. This involves training, measurement, and technology. From a service perspective, it is essential that employees take the above principles to heart. Managers and boards need to establish service standards, beginning with the simple goal of knowing club member names. No club with which we have worked has ever indicated they are not trying to prioritize member service, but the vast majority lack formal benchmarking and quantitative goals. Annual surveys, monthly qualitative feedback, and table cards are the tip of the iceberg, and third-party involvement helps two-way objectivity, so managers and board members aren’t unfairly criticized in interpreting results. Clubs with an interactive web communication platform have the ability to conduct such benchmarking in subsets of members, or across the membership quickly and inexpensively.

Communication is another component that is dramatically enhanced by an interactive technology platform, but the reality is that clubs with poor communication will simply have more efficient poor communication with technology. This is an area of great managerial frustration. Rely on the newsletter, and you get ignored; stop using the newsletter and you get complaints. Too few letters… complaints; too many letters… complaints. Give up, though, and you are done. If a few people are unfairly complaining, you obviously shouldn’t overreact, but widespread complaints about communication become the problem of the board and management – it may not be your fault, but it is definitely your problem – so it must be addressed. Start by objectively asking some of your thought leaders for suggestions. A third party can often cut to the heart of the matter more quickly, because members will be more forthright, and they come free of politics and baggage.

Understanding the industry’s fundamental challenges can not only unlock the mysteries of member satisfaction and drive club growth; it will restore enjoyment to your role as a manager or board member.

Damon DeVito is co-founder and Managing Director of Affinity Management, which has provided professional turnkey management and advisory services to clubs and golf courses since 1997. Affinity Management and Equestrian Services, LLC have a strategic alliance, bringing a combined expertise to Clubs.

For more information, visit www.affinitymanagement.com, call 434-817-4570, or email ddevito@affinitymanagement.com.

Copyright © 2010 Affinity Management, Inc.

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In Pursuit of the Equestrian Lifestyle:
Equestrian Community Living - a Dream Come True

If you love horses, chances are when you close your eyes and picture horses grazing in lush green pasture, you feel peaceful. You begin to relax and de-stress. It is undeniable; horses are good therapy.

Most of us board our horses at facilities, with dreams of someday owning a place where we can bring our horses home. This is a wonderful dream, but the reality is how many of us can afford to purchase a large track of land, build our home, build a private barn, indoor riding arena, and outdoor riding arena, then construct miles of trails? Then pay the staff to tend and maintain it all, while we are on vacation or sick in bed? Even if we have the means to attain all this, who will our children play with? Where will they go trick or treating? There are no neighbors around for miles.

Equestrian community living is the latest in the sporty and chic trends of residential lifestyles. No longer is it a dream to see your horses grazing outside your bedroom window, or to walk down to the barn for a night check. Waking to the smell of fresh timothy and orchard grass, autumn leaves rustling under your horse’s hooves, and an afternoon gallop over freshly-fallen snow in the wintertime, neighbors (but not too many) to socialize, and develop a sense of community, with – now it can all be yours!

Today’s country-loving dwellers are looking for countryside without the fuss, and equestrians are engaging in a trend away from public stables and want to bring their horses home. But owning a farm is a lot of work, not to mention the expense of tractors, spreaders, seeding, and the burden of being the one ultimately responsible for its operations and maintenance. The pace of today’s busy life is tough, and finding the time to run a farm, in addition to the rest of life’s requirements, can quickly become daunting.

So, here enters the equestrian community. In an equestrian community, you get to have your cake and eat it too. " We have the luxury of living on a farm and keeping a regular job,” says one happy equestrian community resident. This is because, with a communal barn associated to - and sometimes enclosed by - a group of homes, the equestrian community offers horse and country-lovers the chance to live in close proximity to horses and nature, but without the responsibility and time investment, not to mention financial commitment. No 6am feedings in the cold rain, no days on the tractor seeding before the torrential rains, and no sub-zero blanketing runs.

The equestrian community offers a healthy, fascinating sport at your fingertips. Many who live here don’t even ride or want to ride. They are drawn to the open space and tranquility of these types of communities. “With all the development going on around us… it’s like an oasis in the middle of all this sprawl,” says a homeowner mournful for the days of open country land. Land is being lost to development at such an alarming pace, that some areas are beginning to look like one continuous suburb, connecting one city to another. And another. And another. If you appreciate open space, and the thought of a true country feel in the middle of suburbia would make you want to move today, than living in an equestrian community speaks volumes to your beliefs.

Many equestrian communities are being built on land that is in close proximity to cities, but that is not attractive to big developers, because of zoning limitations that do not allow for high-density, cookie-cutter homes. Furthermore, many of these properties have county restrictions that require a portion of the land to be used for agricultural, recreational, or environmental purposes. So, if you live in one of these distinctive communities, you have that country feel with all the perks associated with living in suburbia.

In addition, a family environment and strong sense of community is often the attraction to these equestrian villages. “They can walk to the barn together, and it gives them the freedom to spend time with the horses. I don’t have to drive to a barn far away, and that gives me freedom too!” says one mother of two girls who began riding when they moved to their equestrian community. In fact, in her particular community, more people moved there to experience the country life, and only after having arrived, did they begin riding. For these families, their community has represented not only the possibility of a new sport, and of fresh country air, but it has also provided them with a sense of security for their children. Says the happy mother, “It makes me relax and de-stress. And I’m not even a rider! Imagine if I were!”

Equestrian communities are also being built with a sense of style and belonging, and that has become a further enticement. Equestrian communities often include custom homes (not the cookie-cutter homes), barns, and landscapes that are harmonious and aesthetically pleasing, and which are carefully planned and designed by teams of architects, builders, landscape architects, and equestrian facility experts. “Our homesites are being designed so they are clustered in a manner that preserves the large-lot feel, while conserving rural open space and pasture. The selected cluster plan is designed to fit the land, maintain the farm character, and maximize distant and wooded views. Rustic four-board oak fencing, hedgerows, stone walls, and pasture help maximize the site character,” says Jennifer Donovan of Equestrian Services, a developer and designer of equestrian communities. “Not only will you get the country views and the wooded trails, but the feeling of owning your own manor at a fraction of the cost.”

This concept has grown from a desire to live in one of these communities herself. Jennifer Donovan has been designing, building, and project managing equestrian facilities for over 10 years. Currently, her horse is boarded at a facility 30 minutes away. “This concept has come from my desire to have all the amenities (barn, indoor arena, trails), and the want to see my horses from my window and walk to the barn, but without having to take care of them. I know first-hand what is involved in the care and operations of an equestrian facility. I like to travel with my family. I also have other interests in my life, in addition to horses. I have yet to find the ideal community for me in an area where I want to live, so I am in the process of designing and developing one I plan to call home.”

And then there is the peace and tranquility. Nobody sits back in their chair at the office and dreams of cluttered streets, honking horns, and gridlocked traffic. Nor do we dream about looking out the window onto our next-door neighbor’s brick wall, or the alley with the rows of garbage cans. When we dream, we close our eyes and try to imagine utter peace. “When we go home, we feel like we go away for the weekend,” says a resident who no longer has to dream to find peace. She doesn’t have to close her eyes and dream of the sweet smell of fresh grass and the gentle breeze coming up from the pasture. All she has to do is walk out her front door; she is already there.

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Five Essentials to Manage an Equestrian Center Correctly... and Efficiently!

Horses have a unique emotional pull for people, and, in the United States, the majority are used for recreational purposes. Kids are frequently the first to walk wide-eyed through the barn, but mom and dad soon follow, and it isn’t long before the horses become a part of their family. The barn becomes a family hang-out, much like at a country club or a resort, where every member of the family finds something fun to do.

So how do you get that resort or country club feeling at the stables? After all, if you are paying for a service – like boarding your horse or taking lessons — shouldn’t you expect the same service that you receive from other service providers, like your favorite restaurant or hotel? At communities that offer an equestrian center as an amenity, or at resorts with an equestrian program, horse lovers expect the same quality and level of service that they receive at the spa, golf club, or the swim center.

Equestrian centers have traditionally belonged to private individuals for whom, more often than not, the horse farm is also where they reside and work, and often their sole means of income. As sole proprietors, they have the right to determine who they want for a client, and to determine and implement policies to suit their needs. But, the needs of the sole proprietor or operator are usually not in line with the needs of a residential community or resort. If an equestrian amenity in a community or resort is going to be seen as a valuable asset, it must follow five essentials to operate correctly and efficiently, meeting the unique needs of its customers.

1. Customer Service
   Guests don’t expect to hear about the bad day a resort concierge just had when approaching him with a request, nor would the manager of a favorite restaurant tell its clientele that he just changed the reservation policy five minutes ago, so a guest is no longer in the book. Not understanding the important role that customer service plays in a community or resort equestrian amenity means not understanding that clients are what makes the world go around... and the horses. In a community or resort, clients live around the corner, or guests have selected the location to spend their hard-earned dollars and the little free time they have. Customer service for these clients is not an option; it’s essential, and it’s what they are paying for when they buy a lot or go on vacation.
   
   
2. Quality Care and Standards
   Horses are part of the family, but most people can’t keep them at home, so they trust their barn to give them the same level of care they would give themselves. Quality care and standards, as well as staff certification and training, are absolutely necessary in an equestrian amenity, because when dealing with horses, you are dealing with someone’s family member. That is how their owners feel, and let’s remember they are around the corner − every day. A private facility may not have the time or finances required to continually maintain the highest standards of care, and to develop and enforce policies and procedures, but in a residential or resort setting, it is essential.
   
   
3. Feedback and Accountability
   In most commercial equestrian centers, the owner is also the head trainer and the operator. If that person will not tend to a client’s grievances, there is nowhere higher to go. Clients want the ability to provide feedback and expect accountability. With a single operator, the buck doesn’t go very far before it stops, and, too frequently, with no resolution. However, a professional management company is structured to give clients the necessary channels for feedback and the assurance that the client is satisfied.
   
   
4. Continuity and Management Support
   Running an equestrian facility is a full-time job, and who has time to create new programs, update the website, send out newsletters, and think of new activities for equestrians and non-equestrians alike? The equestrian management company can successfully do the job. With a professional management company supporting the staff, the barn manager can do what he or she does best – manage – and the riding instructors can do what they do best – teach. Then, when these professionals need time off for illness or some unforeseen life change, the professional management company is there to provide trained and certified staff to pick up the slack or replace them.
   
   
5. Efficiency
   An efficiently-run equestrian facility watches out for the bottom line. Doing things twice, when a task can be done once, translates to extra labor hours and salaries. Homeowners Association (HOA) fees and resort rates go up when labor costs rise, and clients know they are the ones who will eventually pay for these additional expenses. In a community or resort setting, people often retreat to the barn to escape the daily rat race. The last thing they want to see is a badly-run business. They want to experience an operation that runs efficiently at all times, where they can leave nice comments on the comment book, enjoy the latest barn event while their horse is peacefully tucked away in his stall, and be treated as if they own the place. Essentially, they do.

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Project News:

Equestrian Services has been retained by The Ford Plantation to place a new General Manager/Riding Instructor, and to establish sustainable practices, along with systems and protocols, for a completely new equestrian program.

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