Equestrian Games Bring the World to Kentucky

Strategy: Enhance Your Product, Focus on Customer Potential, Know Your Customer/Product

Type of attraction: Tourism Organization

Summary: When the Alltech FEI World Equestrian Games came to Kentucky for 16 days in the fall of 2010, the Kentucky Department of Travel & Tourism capitalized on an opportunity to reach a new audience arriving from 60 countries around the globe.

When the Alltech FEI World Equestrian Games came to Kentucky for 16 days in the fall of 2010, the Kentucky Department of Travel & Tourism capitalized on an opportunity to reach a new audience arriving from 60 countries around the globe. Although the games were held in Lexington (in the central part of the state), the 2010 Alltech FEI World Equestrian Games organization, Kentucky Department of Travel & Tourism, and tourism partners and corporations from around the state created a way to let people know about Kentucky’s varied culture and heritage by creating “The Kentucky Experience.”

A festive atmosphere was designed to feature the state’s nine regions with pavilions highlighting each area through food tastings, wine and bourbon tastings, traditional music, arts and crafts and artisan demonstrations. Interactive exhibits, such as a display incorporating a Chevy Corvette, manufactured exclusively in the south-central region of the state, brought alive each region’s uniqueness. The Kentucky Experience accomplished several goals for the state’s tourism efforts:

  • Introducing the state to people who may not have visited before and encouraging them to explore outside of Lexington or to plan a return trip to Kentucky.
  • Generating economic impact by selling Kentucky-made products and offering a “ship it home” service.
  • Garnering extensive media coverage from the worldwide media attending the equestrian games.

 

For more information contact Kimberly Clay, Kentucky Department of Travel & Tourism, Kimberly.clay@kentucky.gov, 502-564-4930.