Schall Jeff Schall and Champion Stallion Eternety at the 1994 U.S. Nationals.
Jeff Schall celebrates his Scottsdale win with Echo Magnifficoo.
the most fair in doing that. We spent months and years really developing a technique, finding what worked best, lots of repetition, things of that nature. It was the horse foremost, rather than the prize, and I think that is still what we base a lot of it on, at our farm.” The family set out to provide four-fold service to their clients, and they have kept the idea going to this day. 286 | AR ABIAN HORSE TIMES
They were, of course, showing horses (and helping amateurs to show their own horses), but they also developed Shada to serve as a breeding facility—both as a place for stallions to stand and a dependable source for mare and foal care. The next piece of the puzzle was sales—an area where Shada has excelled and continues to be a leading farm. Perhaps there’s an indication of why that is the case in the fourth element: promotion. Jerry