USEF 2020 Annual Report

2020 US EQUESTRIAN

ANNUAL REPORT

US Equestrian initially began as an association of competitions and

OVER THE PAST

1 0 0 Y E A R S,

HAS EVOLVED INTO A MEMBER ORGANIZATION WITH OVER

176,000 MEMBERS, 19 RECOGNIZED AFFILIATES & R E P R ES E N TS 29 BREEDS & DISCIPLINES.

Copyright © The United States Equestrian Federation All Rights Reserved. This book or any portion thereof my not be reproduced or used in any manner whatsoever without the express written permission of the publisher.

United States Equestrian Federation 4001 Wing Commander Way Lexington, Ky 40511 usef.org 92 || US Equestrian Federation

CONTENTS Introduction 4 Mission and Vision

4

CEO Message

5

President and President Elect Message

7

Board of Directors

8

Staff 9 Governance Structure

12

Education Partners

12

Recognized Affiliate Organizations

13

Membership and Programs

16

Horse Recording

16

Competitions

17

Officials 17 Equine and Human Anti-Doping

17

Marketing and Promotions

20

USEF National Championships

24

USET Foundation

24

Final Note

24

Cover Photo: US Equestrian/Tayler Bacandi

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PHOTOS: MIKE FERRERA, HOWARD SCHATZBERG, ERIN GILMORE, (OPPOSITE) US EQUESTRIAN/TAYLOR PENCE

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INTRODUCTION The United States Equestrian Federation (USEF) has been serving the needs of equestrians across multiple breeds and disciplines since its origination in 1918. The organization initially began as an association of competitions and over the past 100 years, has evolved into a member organization with over 176,000 members, 19 Recognized Affiliates and represents 29 breeds and disciplines.

As it has evolved, USEF has grown in importance and influence in equestrian sport. USEF became the National Governing Body for equestrian sport in the United States under the provisions of the Ted Stevens Olympic and Amateur Sports Act of 1978. This designation, our close relationships with Affiliates and our work with other organizations such as the American Horse Council and the American Association of Equine Practitioners has added to the prominence of our collective voice. This has enabled USEF to lead the way in working on federal legislation to protect our horses and our athletes.

USEF has continually increased benefits for all constituencies of our membership, including Affiliates. Through sponsorships, we have been able to create discounts and special rates for our members on a strong stable of equestrian-related products including farm equipment, feed, tack, attire and services. Awards and recognition are an important component of our benefits program and through our Horse of the Year program and Pegasus Awards, USEF offers an opportunity for owners, trainers/coaches, athletes, horses and youth participants to earn recognition for their amazing achievements.

USEF welcomes all enthusiasts, whether fans or competitors, to be part of a fantastic community of dedicated equestrians.

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MISSION To provide access to and increase participation in equestrian sports at all levels by ensuring fairness, safety and enjoyment.

VISION To bring the joy of horse sports to as many people as possible.

PHOTOS: US EQUESTRIAN/TAYLOR PENCE, USEQUESTRIAN/TAYLER BICANDI, US EQUESTRIAN/ANDREA EVANS

CEO MESSAGE The past year has been incredibly challenging for US Equestrian, our Affiliate and Education Partner organizations, members, fans, sponsors and our sport, overall. The global pandemic has deeply affected each one of us. We have all been tested; we have all been impacted; and we have all been changed. However, through adversity has come opportunity – opportunity to identify areas for improvement and the opportunity to facilitate positive change. We have proven that we can face adversity head-on and succeed. As US Equestrian and our Affiliates and Education Partners move forward and work together, we continue to make each of our organizations and our sport a welcoming, inclusive and inviting place for people of all ages and all walks of life, and for horses of all levels of training and competitive experience.

Although the pandemic has resulted in decreased metrics in some areas, we are pleased with how strong our operations stayed during this difficult time. We are extremely grateful and thank our members for continuing to support US Equestrian throughout the pandemic.

Included in the US Equestrian Annual Report, you will find highlights of our work over the past year, and although the metrics might reflect a short-term downward dip, the pathway is beginning to clear, and we are optimistic that we will come out of the pandemic stronger than before and even more prepared to make our mission and vision a reality. We look forward to your feedback and collaboration as we move into 2021. Together, we can achieve success for all and continue to provide our collective members with fairness, safety, and enjoyment.

USEF VALUES Everything we do is guided by our values of Fairness, Safety, Welfare and Enjoyment for both our horses and members.

Bill Moroney, USEF Chief Executive Officer

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PRESIDENT’S MESSAGE

PHOTO: US EQUESTRIAN/TAYLOR PENCE

For most of us, 2020 will be remembered as truly remarkable and life-changing, but not necessarily for the reasons we’ll look back on and remember fondly.

The COVID-19 pandemic has been tragic for so many families and individuals, and it dramatically disrupted our sport, too, including a competition shutdown for just over two months.

But 2020 will be remembered for something else. The pandemic definitely tested our resolve, but it also made us innovate, pull together, and be creative, and because of that we were able to get back to showing with very few interruptions. This is an especially impressive achievement for our sport under such challenging conditions, and we have a great deal to be proud of.

I am proud of the USEF staff for how they went out of their way to be flexible. I’m proud of the Affiliates who worked with us to consistently keep their members informed and engaged. I am proud of competition organizers for following the COVID-19 guidelines and creating a safe environment for competitions. I’m proud of the membership for adhering to the restrictions that were necessary during this pandemic.

While we are not out of this pandemic yet, we see the light at the end of the tunnel, and by working together we will get through this.

The end of 2020 also marks the end of my term, and I’d like to thank all who have supported my goals to strengthen and professionalize USEF. We have come a long way in four years, and the path for the future is clearly charted. I am confident USEF is in good hands with my successor, Tom O’Mara. He is an outstanding leader and brings knowledge, passion, and enthusiasm to his new role.

Thank you for being a valued member of the US Equestrian family. It’s been an honor and a privilege serving as USEF president, and I look forward to continuing to assist in fulfilling our vision to bring the joy of horse sports to as many people as possible.

Murray Kessler USEF President

PRESIDENT-ELECT’S

MESSAGE

As 2020 comes to a close, we can take the opportunity to reflect not only on the numerous unprecedented challenges faced by our sport, but also celebrate the many accomplishments achieved. Despite the many obstacles posed by COVID-19, the pandemic also revealed many new opportunities for growth and expansion.

Our equestrian community proved it is not only resilient, but flexible. Through collaboration and creativity came solutions to existing barriers that allowed equestrian to be one of the first sports to resume when the rest of the world remained shut-down in the late spring. USEF took the lead in developing and implementing protocols that allowed equestrians across the country to return to competition safely and responsibly. Many other equestrian organizations, even internationally, modeled their protocols after ours.

USEF added valuable health insurance products to its stable of member benefits in 2020. Individuals can now take advantage of very competitive rates for medical, dental and vision coverage that are comparable to large-scale, employer-provided health plans. Many other insurance packages are available as well, and all products are available for the low cost of maintaining a USEF paidfan or competing membership.

I will be transitioning shortly into the president’s role, and I take that responsibility very seriously. Murray Kessler has accomplished so much in the past four years, and I will take the building blocks he created and carry them forward. We will maintain the momentum and will expand on the vision he set in motion – to bring the joy of horse sports to as many people as possible.

We will continue to increase value to our members through streamlining and increased efficiencies, as well as expanding our membership base by connecting with equestrian enthusiasts with new and expanded initiatives.

As we head into 2021, I look forward to working with our members, affiliates, sponsors, and USEF staff to move the sport forward. By working creatively and collaboratively, and by embracing innovation and partnership, we will not only find solutions to existing challenges but will be able to avail ourselves of the exciting opportunities that exist to expand our sport exponentially and bring the joy of horse sports to even more people than ever before.

Thomas F.X. O’Mara USEF President Elect 2020 Annual Report || 7

BOARD OF DIRECTORS As of December 1, 2020

OFFICERS

TERM

Murray Kessler, President 1/2021 Thomas O’Mara, President-Elect Elisabeth Goth, Vice President

1/2023

Thomas O’Mara, *Secretary/Treasurer

1/2023

*This seat will be repopulated in January 2021 due to Tom O’Mara’s transition to President

INDEPENDENT DIRECTORS Diane Pitts 1/2023 Philip Richter 1/2024 Judith Sloan 1/2021

ELECTED ATHLETES Jacob Arnold 1/2024 Allison Brock 1/2025 Valerie Kanavy 1/2022 Richard Spooner 1/2023

INTERNATIONAL DISCIPLINES COUNCIL MEMBERS Carol Kozlowski 1/2024 Lisa Gorretta 1/2024 Beezie Madden 1/2022 Joseph Mattingley 1/2023

NATIONAL BREEDS & DISCIPLINES COUNCIL MEMBERS Thomas Brennan 1/2022 Ling Fu Wylie 1/2021 Nancy Harvey 1/2023 Judith Werner 1/2024

USET FOUNDATION MEMBER Jane Clark 1/2022

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STAFF There are 110 staff members who support the programs and operations of US Equestrian located in three offices. Our main headquarters is located at the Kentucky Horse Park in Lexington, KY. Our ancillary offices include Gladstone, NJ and Columbus, OH. Each of our ancillary offices are connected to the main headquarters through a shared network and phone/email servers.

The Senior Staff Team includes the following:

EXECUTIVE Bill Moroney, Chief Executive Officer || bmoroney@usef.org

LEGAL Sonja Keating, General Counsel || skeating@usef.org

HUMAN RESOURCES Kelly Bolton, Director || kbolton@usef.org

MARKETING & COMMUNICATIONS Vicki Lowell, Chief Marketing & Content Officer || vlowell@usef.org

INFORMATION TECHNOLOGY Justin Provost, Chief Information Officer || jprovost@usef.org

COMPLIANCE Debbie Saliling, Director || dsaliling@usef.org

COMPETITION SERVICES Lisa Owens, Managing Director || lowens@usef.org

FEI SPORT

PHOTO: US EQUESTRIAN/TAYLOR PENCE

Will Connell, Director of Sport || wconnell@usef.org

NATIONAL BREEDS & DISCIPLINES SPORT Terri Dolan, Director || tdolan@usef.org

DRUGS & MEDICATIONS Dr. Stephen Schumacher, Chief Administrator || sschumacher@usef.org

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PHOTOS: AMY DRAGOO, US EQUESTRIAN/ TAYLOR PENCE

EDUCATION PARTNERS GOVERNANCE

STRUCTURE

At USEF we understand and promote the importance of aligning with organizations that support and grow equestrian sport from an early age through college. USEF Education Partners are organizations which are associated with academic institutions and provide competitive riding opportunities to scholastic and collegiate participants.

American National Riding Commission Intercollegiate Dressage Association Intercollegiate Horse Show Association

US Equestrian is comprised of a Board of Directors, three Councils including Member

Interscholastic Equestrian Association National Collegiate Equestrian Association USEA Intercollegiate Eventing

Services, National Breeds & NonFEI Disciplines and International Disciplines, and over forty Committees and Working Groups involving administrative and sport functions. Approximately 477 Senior Competing members are representatives involved in the governance structure. The Board of Directors, President and CEO are the only entities and individuals authorized to make decisions that bind the organization. The Board is not involved in the daily operations of reports to the Board and the CEO reports to the President and is empowered to make the day-today decisions for the organization.

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PHOTO: SHANNON BRINKMAN PHOTO

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FEI DISCIPLINE ASSOCIATIONS (6)

ASSOCIATIONS

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USEF recognizes only one organization as the official USEF Recognized Affiliate Association for each breed and discipline within the USEF family. The Affiliates are categorized by FEI Discipline Associations and National & NonFEI Breeds and Disciplines Associations. An organization can serve as a USEF Recognized Affiliate for multiple breeds and/or disciplines.

Additionally, FEI Disciplines include both the international and national components of each sport. Affiliates provide a unique connection to the community in each breed or discipline and are a conduit for communication and promotion of equestrian sport to a wider audience.

ASSOCIATIONS (13)

American Connemara Pony Society American Hackney Horse Society American Morgan Horse Association, Inc. American Road Horse & Pony Association American Saddlebred Horse Association American Shetland Pony Club Arabian Horse Association International Andalusian & Lusitano Horse Association International Friesian Show Horse Association National Show Horse Registry Paso Fino Horse Association, Inc. Welsh Pony & Cob Society of America, Inc. Western Dressage Association of America

Recognized Affiliate Organization Benefits

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PHOTOS: US EQUESTRIAN/TAYLER BICANDI, US EQUESTRIAN/ TAYLOR PENCE, CARIEN SCHIPPERS, SARAH BENNETT

MEMBERSHIP & PROGRAMS USEF offers Competing and Fan memberships. Member benefits are dependent on the category of membership with the greatest difference being the ability to compete in USEF licensed competitions.

TOTAL MEMBERSHIP 2019 = 743 Farms 2020 = 1,259 Farms 2019 = 190,416 Individuals 2020 = *176,704 Individuals *Membership numbers impacted by COVID-19 related reduction in 2020 event activations/live streaming opportunities

HORSE HORSE RECORDING RECORDING USEF offers an owner the ability to record their horse with the association for the purpose of tracking results, eligibility for certain events, and for awards and recognition. USEF processes over 15,600 horse recordings annually. Awards are presented annually by USEF in 850 categories across the many programs offered.

NEW HORSES RECORDED 2019 = 15,714

2020 = 15,252

*Numbers impacted by COVID-19 related reduction in 2020 competitions

COMPETITIONS COMPETITIONS

In a traditional year, USEF licenses well over *2,000 competitions annually. Competition organizers can apply and renew competition licenses by accessing their competition dashboard online through their USEF member account. *Numbers were down in 2020 due to COVID-19 related impacts including the 11-week shutdown of the competition environment.

TOTAL NUMBER OF COMPETITIONS LICENSED 2018 = 2,302

2020 = 1,382

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EQUINE & HUMAN ANTI-DOPING USEF maintains a robust equine and human anti-doping program. USEF utilizes the services of the University of Kentucky’s Equine Analytical Laboratory. Affiliates will still be able to access additional testing and collection services through USEF at our group rate. USEF conducts the regulatory function for confirmed positive cases that are in violation of our rules.

TOTAL COMPETITIONS TESTED 2018-19 – 449 2019-20 – *209

TOTAL DAYS TESTING OCCURRED 2018-19 – 582 2019-20 – *273

TOTAL SAMPLES COLLECTED 2018-19 – 10,006 2019-20 – *4,628 *Numbers impacted by COVID-19 related reduction in 2020 competitions

ANTI-DOPING INFORMATION USEF Clean Sport FEI Clean Sport

OFFICIALS USEF offers over 76 different licenses and certifications for 2,200 competition officials through its Licensed Officials program.

USEF partners with several Affiliates to provide education and training, and is responsible for issuing licenses for applicants upon successful completion of the education and evaluation programs. Candidates can apply for licensure and promotion, and officials can renew their licenses online by accessing their USEF member account.

TOTAL NUMBER OF OFFICIALS’ LICENSES ISSUED

PHOTO: LESLIE MINTZ

2018 = 4,243 2019 = 4,170

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PHOTOS: US EQUESTRIAN/TAYLOR PENCE, US EQUESTRIAN/TAYLER BICANDI

MARKETING & PROMOTION USEF provides an extensive marketing function that encompasses advertising, education, USEF Network, merchandise, member marketing, PR and communications, TV and broadcasting, grants, publications, awards, sponsorship and sales, promotion and events and the annual meeting.

USEF offers marketing and promotion resources and assistance to our family of Recognized Breeds and Discipline Affiliates. A summary of available services can be found in the USEF Affiliate Playbook – A Guide to Marketing Opportunities

PRESS RELEASES ISSUED 2018-19 = 377

2019-20 = *290

*This number and the corresponding category breakdowns are significantly lower than previous yearly averages for press release production due to the magnitude of competition cancellations in 2020.

ADDITIONAL 2020 PRESS RELEASE/WRITTEN COVERAGE BREAKDOWN Breed/Affiliate-Focused Press Releases: 25 Sport/Championship/Event-Focused: 180 Other/General: 85 Total EQ Weekly Original Content Pieces: 120

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KEY STATISTICS SOCIAL MEDIA

Total Social Following: 1,037,331 Total US Equestrian Pages/Accounts: 25 • • • • •

15 Facebook pages 5 Instagram pages 3 Twitter accounts 1 TikTok 1 YouTube channel

Total Impressions: 61+ million Total Engagement: 4.9+ million Total Video Views: 22+ million US Equestrian TikToc Launched US Equestrian TikTok in March 2020 • Current Followers: 100,000+ • Current Video Views: 9+ million • Current Video Likes: 1.8+ million Key Social Media Campaigns • #HomewithHorses • LRK3DE Virtual Event • Virtual Devon Horse Show • Diversity, Equity & Inclusion Action Plan Campaign • DEI LGBTQ+ Pride Month Campaign

LEARNING CENTER • • •

Total Overall LC Views: 415,000 Total 2020 Views: 42,600+ 2020 Unique Individuals: 9,602

USEF NETWORK • • • •

Total Event Streams: 25+ Total 2020 Network Plays: 935,593 Total 2020 Livestream Plays: 557,372 Unique Individuals: 67,770

PHOTO: US EQUESTRIAN/ANDREA EVANS

PRINT ADVERTISING PLACEMENTS

BY BREED/DISCIPLINE • • • • • • • • • •

Arabian: 1 Dressage: 3 Driving: 2 Eventing: 1 Hunter: 3 Hunter Seat Eq.: 2 Jumping: 8 Para Dressage: 1 Saddlebred/Saddle Seat: 3 Generic: 4

PITCHED STORIES & MEDIA PICK-UP US Equestrian Launches New Guaranteed Insurance Benefits Program for Members (Feb. 2020) Picked Up by: • EventingNation.com • ACPS.org • ASHA.net US Equestrian Offers Health Insurance Benefits to Members and Discounted Membership Fee (Apr. 2020) Picked up by: • Horse Illustrated • The Plaid Horse • EventingNation.com • Practical Horseman • NancyJaffer.com USEF and USET Foundation Join “Giving Games” Fundraising Effort Aimed to Support U.S. Athletes (July/Aug. 2020) Picked up by: • Equine America Magazine • NancyJaffer.com US Equestrian Announces Updated Equestrian Interscholastic Athlete Program (Aug. 2020) Picked up by: • National Horseman Magazine 2020 US Dressage Festival of Champions coverage (Aug. 2020) Picked up by: • HorseDaily.com • Chronicle of the Horse 2020 Buckeye Nutrition USEF CCI4*-L Eventing National Championship coverage (Nov. 2020) Picked up by: • Chronicle of the Horse • United States Eventing Association • EQUnews.com Helmet Safety Initiative Reaches Fundraising Goal (Dec. 2020) Picked up by: • United States Eventing Association • HorseTalk.co.nz • EventingNation.com US Equestrian Diversity, Equity, and Inclusion Plan Picked up by: • EQ Living Magazine • Horse Nation.com • Riding Magazine • Horses in the South.com

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PHOTOS: CASEY MCBRIDE, MIKE FERRERA, US EQUESTRIAN/ TAYLOR PENCE, (OPPOSITE) RICK OSTEEN

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USEF NATIONAL CHAMPIONSHIPS

FINAL NOTE

USEF maintains numerous properties involving seven national championships in the national breeds and non-FEI disciplines, and 73 FEI discipline championships associated with the organization. In 2020, despite the pandemic that resulted in multiple event cancellations, the USEF championships that were able to be held experienced tremendous participation. USEF partners with several of our Affiliates on various aspects of these championships and values the expertise and contributions provided by these organizations.

Administering and managing equestrian sport is a rewarding and challenging experience.

It takes a community of dedicated USEF and

USET FOUNDATION

Affiliate volunteers and staff members working collectively to achieve our combined mission and

The partnership between the USET Foundation (Foundation) and USEF is strong and growing. In the past two years, we have experienced greater collaboration in promoting and creating awareness of equestrian sport while delivering the message of unity and clarifying the uniqueness of the roles and responsibilities of both organizations. The Foundation exists to raise funding to support USEF high performance and developing programs and the Foundation provides approximately 40% of the total funding annually for these programs.

vision. We are so fortunate to have such a diverse, passionate and engaged community. The horse and human connection is what ultimately unites all of us

USET Foundation

and it plays an integral role in our success. It is our dedication to the horse that provides our unified voice and keeps us moving

PHOTO: ANDREA EVANS/US EQUESTRIAN

forward. Thank you for your

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membership, your support and your contributions to our amazing sport.