HIPICO Santa Fe Summer Series 2018 Sponsor Report
HIPICO SANTA FE HIPICO Santa Fe hosts equestrian events ranging from top level equestrian competitions to polo and horsemanship clinics throughout the year. It is also home to the New Mexico Center for Therapeutic Riding, a community-based nonprofit that enriches and expands the lives of Northern New Mexico children, youth and adults with special needs through equine-assisted activities and therapies. HIPICO Santa Fe is committed to providing the very best in equestrian competition and an extraordinary experience for our human and equine athletes, as well as our treasured sponsors, owners, vendors and spectators. The 137-acre, full service equestrian facility features an indoor arena, enhanced, all-weather footing in competition arenas, including additional grass rings for the 2016 show season, spacious, comfortable barns with permanent 12×12 stalls, designated horse-only bridle paths, a clubhouse and miles of trail riding on adjacent public lands. HIPICO Santa Fe is New Mexico’s premier venue for equestrian events and a shining star in the Southwest’s horse show circuit. Situated in the world-class, tourist destination city of Santa Fe, HIPICO’s setting of powerful mountains vistas and expansive blue skies provide a perfect backdrop to enjoy live music, polo, horsemanship clinics, top-level equestrian competitions and other exciting events year round. HIPICO Santa Fe is home to the Santa Fe Summer Series, an A-rated competition, featuring our signature Southwestern hospitality
SANTA FE SUMMER SERIES The Santa Fe Summer Series sets itself apart from other horse shows by embracing the spirit of Santa Fe and distinguishing itself as a boutique horse show experience that blends luxury with HIPICO’s distinctive, welcoming charm. It takes much more than just a facility, arenas, tents and stables to make a horse show great—you also need wonderful sponsors, competitors, trainers, vendors and spectators to make the Summer Series special. It’s the family and equestrian friends that fill HIPICO Santa Fe with excellent competition, support and good times. Our competitors, their friends and family travelled from near and far to enjoy the 2018 Santa Fe Summer Series. Stalls filled with talented horses, classes with dedicated riders, stables with great barn communities and arenas with challenging competition. PHOTO BY MARY NEIBERG
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2018 SUMMER SERIES SPONSORS ALU Jumps
Financial Concepts, LLC
McElvain Energy
Santa Fe Exports
Bella Media Group/ Santa Fean
Griffis Residential
Mortenson Silver and Saddles
Sazón
Carolina Arena Equipment
Gruet Winery
New Mexico Bank and Trust
Skybound Farm
Century Bank
Halo Horses
Plum Creek Hollow Farm
Southwest Care Center
City of Santa Fe
HORSE GYM USA®
Rancho Corazon
Sparrowhawk
Cowgirl BBQ
Hutton Broadcasting/ Santafe.com
Rosewood Inn at the Anasazi
State Capital Kitchen
Crooked Willow Farms
Inn at Santa Fe
Sandia Automotive
Terence & Henrietta Hall
CWD
Invicta Farms
Sandia Farm
The Rolling Social
Electronic Vet
Jim, Jill and Alexandria Williams Family
Santa Fe Advisors
TOURISM Santa Fe
Valley View Stables
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HIPICO BY THE NUMBERS HIPICO Santa Fe always strives to provide an exceptional experience to everyone who comes on property. In 2018 HIPICO Santa Fe utilized a third party survey company to gain a better understanding of the effect the HIPICO Santa Fe Summer Series has on the local area. The survey not only allowed HIPICO Santa Fe to understand the economic impact but receive direct feedback from the competitors and attendees.
$ 13,279,406
TOTOAL ECONOMIC IMPACT
$ 1,050,853
$ 855,415
$ 422,216
$ 201,449
SPENT ON LODGING
SPENT ON SHOPPING & MISCELLANIES
SPENT ON FOOD & MEALS
SPENT ON ENTERTAINMENT
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WHAT PEOPLE ARE SAYING 5043 UNIQUE ATTENDEES OFTHE SANTA FE SUMMER SERIES
98.5% SURVEY RESPONSES STATED THE SANTA FE SUMMER SERIES WAS PRIMARY OR STRONG REASON FOR VISITING SANTA FE
“The horse show was truly an oasis. It was incredible - beautiful, clean, safe. The management went above and beyond for the exhibitors. We couldn't have been happier with it.” “This is my favorite horse show of the year in my favorite city in the US! My clients love this show, too!” “Love showing on the grass. Beautiful facility. Nice people. Love the VIP tent.” “It’s my favorite summer activity every year.” “The atmosphere at the horse show is fantastic and I love the town of Santa Fe.” “It was an exceptional venue and all the competitions were amazing! Loved it and will attend next year’s events.”
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MEDIA
CHAPTER 1
PHOTO BY MARY NEIBERG
ADVERTISEMENTS & PUBLICATIONS HIPICO Santa Fe prominently featured several different advertisements in a variety of local and national publications, both in print and online, with a goal of increasing Summer Series attendance and exposure. The target audience includes tourists traveling to Santa Fe, regional & national businesses, local residents and horse aficionados. HIPICO Santa Fe’s though print, digital and onsite promotion HIPICO’s events and facility have over
PRINT ADVERTISEMENTS
10 MILLION
VIEWS HIPICO Santa Fe’s publications include our annual Summer Series Premium & Souvenir Program. Both of these exceptional publications re distributed in hard copy via mail, online in Issuu and on the HIPICO website, onsite during the shows and provided to businesses in and around Santa Fe.
5,000,000
IMPRESSIONS FROM ADVERTISEMENTS
PRINT PUBLICATIONS
2018 Souvenir Program
DIGITAL ADVERTISEMENTS
2018 Premium 5
DIGITAL OUTREACH EBLAST During the Summer Series, two editorially rich and detailed updates are distributed weekly via email blasts to HIPICO Santa Fe’s entire mailing list, containing content about weekly award winners, updates, special class winners and other Summer Series news.
32,882
EBLAST OPENS
18,488
UNIQUE EBLAST OPENS
PRESS RELEASES Throughout the year and during each week of the Santa Fe Summer Series, press releases are distributed to a variety of equestrian and non-equestrian news outlets. Local and national newspapers, magazines, websites and New Mexico event pages receive announcements of upcoming/ongoing events, weekly schedules of events and summaries of event outcomes. Individual, equestrian-oriented press releases are used to announce specialty events such as clinic and specialty classes.
86,110
PRESS RELEASE REACH
RADIO & TELEVISION HIPICO Santa Fe also promotes though local radio and television advertisements. Through strategic-timing and placement, HIPICO Santa Fe encourages not only horse-lovers to enjoy the show, but also invites local Santa Feans and tourists to enjoy exceptional equestrian events.
300,000
RADIO & TELEVISION IMPRESSIONS 7
PRINT & ELECTRONIC MEDIA In addition to ads in print and online publications, HIPICO Santa Fe has been featured in a variety of local, regional, national and international magazines and newspapers featuring different aspects of the Summer Series. Journalists attend the show or interview remotely to produce original content focused on the Summer Series that is distributed to their circulation lists. Most notably, the Albuquerque Journal featured the Summer Series on the front page of the Sports Section leading up to the competition and the Santa Fe New Mexican published a substantive kick-off article about the first week of the Summer Series. Local Flavor, the Santa Fean, NOW Magazine, the Santa Fe Reporter, the Chronicle of the Horse and Sidelines each produced original articles about the Summer Series, covering a variety of topics including various riders/trainers, special classes, Weiner dog races, art at HIPICO and the unique HIPICO setting.
646,541
PRINT AUDIENCE
2,260,000
DIGITAL AUDIENCE
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PRINT & ELECTRONIC MEDIA
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SOCIAL MEDIA & CROSS PROMOTION HIPICO Santa Fe is active on Instagram and Facebook. With a newly enhanced Instagram account and a wellestablished Facebook presence, HIPICO Santa Fe boasts an impressive social media following. Though the use of social media, HIPICO Santa Fe is able to engage with guests on the property as well as share show highlights with our many off-site followers. Social media is also one of the many tools HIPICO Santa Fe uses to support and promote sponsors.
FACEBOOK STATISTICS
1,152
AVERAGE DAILY UNIQUE ENGAGED USERS DURING THE SUMMER SERIES
55,946
PAGE CONSUMPTION DURING THE SUMMER SERIES
65,793 168,076 678,144
ENGAGEMENTS
28 DAY AVERAGE IMPRESSIONS
IMPRESSIONS DURING THE SUMMER SERIES
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SOCIAL MEDIA & CROSS PROMOTION Cross-promotion is an excellent way to increase brand awareness. HIPICO Santa Fe utilizes social media and eblasts to help promote our sponsors. HIPICO Santa Fe also benefits from cross-promotion by our sponsors, competitors and spectators though a variety of platforms.
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ON SITE VISIBILITY CHAPTER 2
PHOTO BY MARY NEIBERG
ON-SITE VISIBILITY
HIPICO Santa Fe uniquely threads New Mexican and Southwestern culture throughout the Summer Series. The Summer Series celebrates our cultural pride by showcasing different performers during each Grand Prix on Sundays and at special events throughout the circuit. The Pueblo of Pojoaque Youth Hoop Dancers joined us in 2018 for two separate performances during the Grands Prix and opera apprentices from the Santa Fe Opera performed the National Anthem for the dense crowds, carried to the Grand Prix Field by a Mortenson Silver & Saddles chariot on one occasion and a MINI Cooper convertible on another. Additionally, Santa Fe Exports provided a boutique art gallery in the HIPIHangout for spectators and competitors to enjoy as a permanent installation throughout the four-week Summer Series.
13 PHOTOS BY JERRY MOHME
SPONSOR JUMPS & SIGNAGE
Jerry Mohme
Sharon McElvain
HIPICO Santa Fe is known for its colorful and creative jumps that decorate the grass fields and arenas during the Summer Series. In addition to original HIPICO jumps designed and built by staff and local craftsmen,, sponsor jumps are featured prominently during top specialty classes and seen by thousands of spectators, as well as captured in photographs that are reproduced in bi-weekly email blasts, the HIPICO website, print and online advertisements, the Sponsor Report, articles about HIPICO Santa Fe and social media platforms. Sponsor jumps are an excellent way to promote a business in a beautiful way that has strong and lasting visual impact and strengthens brand recognition.
Jerry Mohme
Jerry Mohme
Jerry Mohme
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CLASSES & AWARDS CHAPTER 3
PHOTO BY MARY NEIBERG
SPONSORED CLASSES $30,000 SANTA FE FIESTA WEEK CITY OF SANTA FE GRAND PRIX
$30,000 SONRISA WEEK SPARROWHAWK GRAND PRIX
Mary Neiberg
Mary Neiberg
won by Escada VS ridden by Jenni McAllister
won by Lancelot ridden by Julie Cleveland Beam
$2,000 1.35M JUMPER SPONSORED BY GRIFFIS RESIDENTIAL
$5,000 NATIONAL HUNTER DERBY HOSTED BY SANDIA FARM
Jerry Mohme
Mary Neiberg
won by Durgin Park ridden by Sarah Echols
won by Usambara ridden by Natascha Gates
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SPONSORED CLASSES $900 Medium Junior/Amateur Owner Jumper Sponsored by Invicta Farms
$5,000 SANDIA BMW/MINI COOPER RIDE-AND-DRIVE CHALLENGE
Mary Neiberg
Jerry Mohme
won by Dalton ridden by Sydney B. Carr
won by Trapp O’Neal
$5,000 SANDIA BMW/MINI COOPER RIDE-AND-DRIVE CHALLENGE
Mary Neiberg Mary Neiberg
Jerry Mohme
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SISTER CITY CHALLENGE CUP
Team USA: Stephanie Gershon, Sarah Invicta Williams-Echols, Sharon McElvain and Chenoa McElvain Team Mexico: Colleen Acosta, Tomas Torres, Mindy Rebecca Coretz and Federico Daners
Saturday, July 28, 2018, marked the beginning of an exciting new show jumping competition between Santa Fe, NM and San Miguel de Allende, Mexico—a meaningful boon for tourism, economic prosperity, intercultural harmony and fun for both countries. Brian Gonzales, one of HIPICO Santa Fe’s founding owners, shared his vision, “Santa Fe and San Miguel de Allende are much alike when it comes to art, wonderful food, stunning architecture and beautiful people—to bring those two cities together with a competition like this is really going to grow into something special.”
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BATTLE OF THE FLAGS
Team California: Kylie Perkins, Christine Rishell, Sarah Witten and Jenni McAllister Team New Mexico: Trapp O’Neal, Sarah Invicta Williams-Echols, Michael Elmore and Chenoa McElvain Team Texas: Matt Cyphert, Colleen Acosta, Happy Comly and Stephanie Tropia Team Colorado: Paul Rohrbach, Natascha Gates, Audrey Norrell and Mark Mead Four states, four teams and sixteen riders competed in the inaugural Battle of the Flags. Riders representing California, Colorado, New Mexico and Texas competed over 1.2m fences for the spoils - to fly their state flag on a designated centerfield flagpole at HIPICO Santa Fe for a year. Team New Mexico proudly hoisted their flag as the inaugural champion. This exciting class was developed by our esteemed competitors, demonstrating once again HIPICO Santa Fe’s commitment to be a world-class horse show, thanks in large part to input from those involved each year.
19 PHOTOS BY MARY NEIBERG
AWARDS Each week of the Santa Fe Summer Series, special recognition and prizes are awarded to the Trainer of the Week, Hunter Rider of the Week, Jumper Rider of the Week and the Groom(s) of the Week, selected by judges and horse show staff. This year, Trainers and Riders of the Week received a saddle pad monogrammed with the HIPICO Santa Fe logo, as well as an acknowledgement and photo in HIPICO’s weekly e-blast. Sharon McElvain
Various classes were awarded HIPICO silver and turquoise belt buckles created by Clint Mortenson of Mortenson Silver & Saddles in Santa Fe
HIPICO Santa Fe unveiled several new awards following the Summer Series. The 2018 Circuit Champions were presented with elegant black scrim sheets, embroidered with our signature logo. The Reserve Circuit Champions received a soft-shell jacket bearing the HIPICO Santa Fe insignia.
Mary Neiberg
Mary Neiberg
Michael Dennehy is presented with a certificate for a delicious dinner for two at Rosewood Inn of the Anasazi
Dani Michelson is presented with a coveted pair of Freejump stirrups.
Mary Neiberg
Jenni McAllister is presented with a CWD gift certificate for her win in the $7,500 Welcome Stake 20
WEEKLY AWARDS RIDERS OF THE WEEK
Jerry Mohme
Mindy Coretz
Sharon McElvain
Mary Neiberg
Wells Bridge Farm Ricarrdo Torres, Efren Molina
Nicki Wilcox
Meredith Houx Reminger
Sharon McElvain
Mary Neiberg
Mary Neiberg
Mary Neiberg
Invicta Farms Jorge Flores, Jesus Vazquez
Trapp O’Neal
TRAINERS OF THE WEEK
Mary Neiberg
Mary Neiberg
Pine Hollow Farm Luis Padron, Rafael Contreas, Guillermo Perez
Mary Neiberg
Paul Rohrbach
GROOMS OF THE WEEK
Pine Hollow Farm Luis Padron, Rafael Contreas, Guillermo Perez
Nada Wise
Sharon McElvain
Charlie Carrel
Sarah Rice
Colleen Acosta
Jerry Mohme
Sharon McElvain
Sarah Rice
Mary Neiberg
Mary Neiberg
Sharon McElvain
Natascha Gates
Gianna Aycock
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HEART OF THE HORSE & EL JEFE Each year, the Heart of the Horse award is presented to the horse and rider combination who earned the most points during the Santa Fe Summer Series, in honor of the five Rancho Corazon horses that perished in the tragic 2009 trailer fire. This year’s recipient is Annie Veenstra, a junior rider from Invicta Farms who lives in Santa Fe.
Sharon McElvain
At the 2018 Summer Series, HIPICO Santa Fe introduced the “El Jefe” Professional Hunter Rider Award. The top three professional riders from qualifying Hunter divisions won up to $5,000, along with a gorgeous custom jacket provided by Mavericks of Santa Fe. The signature “El Jefe” logo is embroidered on the custom jacket of the rider’s choice, a selection of which were showcased in the HIPIHangout each week of the Summer Series. Mavericks of Santa Fe hosted a Champions Party during Santa Fe Fiesta Week for those competitors in the running for the award. This year’s winner of the “El Jefe” title is Frank Owens, from Oakwell Farm in San Antonio, Texas. Jerry Mohme
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HOSPITALITY CHAPTER 4
PHOTO BY MARY NEIBERG
VIP EXPERIENCE HIPICO Santa Fe’s VIP experience is unlike any other in the horse show industry. With delicious food, a lively yet relaxed ambience and first-class views, the VIP Lounge allows patrons to enjoy the show in style. The gorgeous cabanas attached to the HIPICO VIP lounge and beautifully furnished by The Rolling Social, are a coveted ringside spectating location for sponsors and VIP guests to take in classes in the Grand Prix field, entertain business clients or just socialize in style.
Sharon McElvain Mary Neiberg Mary Neiberg
Mary Neiberg
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SPECIAL EVENTS
HIPICO Santa Fe makes every possible effort to maximize the experience of spectators and competitors throughout the Santa Fe Summer Series. Each year, new special events are added to expand the offerings at the Santa Fe Summer Series.. People attend this horse show to have a good time, which is why HIPICO Santa Fe carries its reputation as providing the best party on the A-show circuit! Events include weekly Competitor & Friends Welcome Parties on Wednesdays with sponsored food, special parties to showcase champion winners, and and annual celebration to give thanks to our sponsors.
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SPECIAL EVENTS
SABORES DE SANTA FE Guests enjoyed the Sabores de Santa Fe’ and mezcal tasting. Chefs from Sazón, Terra at Four Seasons Resort Rancho Encantado Santa Fe, La Casa Sena, El Nido Restaurant and Geronimo showcased their talent with beautifully prepared cuisine, accompanied by flights of mezcal, each described in beautiful detail by Fernando Olea of Sazón.
Jerry Mohme
The Derby Hat Contest was hotly contested! Stylish competitors and friends of HIPICO Santa Fe sported their Derby best. Winners with the most fabulous of hats were selected by a panel of judges.
Mary Neiberg
Mary Neiberg
DERBY HAT DAY
FASHION SHOW
T h e V e n d o r F a s h i o n S h o w, showcasing HIPICO’s fabulous vendors, featured a glamorous catwalk through the VIP Lounge and the HIPIHangout. Representatives from the downtown Santa Fe store, Mavericks of Santa Fe – the sponsor of this year’s El Jefe jacket – rocked the runway in fabulous turquoise jewelry and fur!
BEST PARTY IN HORSESHOWING
Great times at HIPICO continue off the field. Weekly Competitor & Friends Welcome Parties were generously sponsored by Queenie Productions. Mavericks of Santa Fe & Diva Diamonds also hosted a glamorously Champions Party to celebrate those in the running for the El Jefe award and other HIPICO Champions. Mary Neiberg
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SPECIAL EVENTS FIESTA AUCTION SPONSORED BY ELECTRONIC VET
Sharon McElvain
This year’s inaugural Fiesta Auction was designed to make horse buying easy and highlighted New Mexico’s sport horses.Open to all to enter and bid, the auction offered the opportunity for the horse community to buy and sell top quality horses.Passionate Southwestern riders added some equine love to their lives by bidding on several horses entered at budget-friendly reserves, some of which had showed in the Sale Horse Exhibition classes. The Fiesta Auction featured complimentary appetizers for bidders, prepared by Cowgirl BBQ, with champagne provided by Gruet Winery.
SALE HORSE EXHIBITION The Sale Horse Exhibition provides a profitable and productive platform to showcase sale horses in front of the Summer Series crowd during the weekly Competitor & Friends Welcome Party. Horses are presented by owners over their choice of a hunter or jumper course, set at various heights, with a live announcer providing biographical information about each horse and owners answering questions from audience members. Sharon McElvain
CHORIZO WIENER DOG RACE One of he Santa Fe Summer Series signature events is an entertaining crowd favorite. The Chorizo Wiener Dog Races features our smaller competitors for two fun-filled races and attracts loyal participants and spectators from the Santa Fe community.. The Dachshund dogs and small mixed-breed pups make an appearance on the Grand Prix Field to compete head-to-head for a winning basket of prizes sponsored by Marty’s Meals, The Critters and Me and Tullivers. Crowds gather along the railing to cheer on the competitors and everyone leaves the event with a smile on their faces after watching the canines’ hallmark non-linear performance. Mary Nieberg
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ARTS & CULTURE
Mary Neiberg
Jerry Mohme
HIPICO Santa Fe uniquely threads New Mexican and Southwestern culture into the tapestry of the Summer Series. The Summer Series brings different performers from various performance organizations each week in a celebration of our cultural heritage. The Pueblo of Pojoaque Youth Hoop Dancers joined us for performances during two Grands Prix.. Opera apprentices from the Santa Fe Opera, carried to the Grand Prix Field by a Mortenson Silver & Saddles horse and carriage on one occasion and a MINI Cooper convertible on another, performed the National Anthem for the dense crowds. Additionally, Santa Fe Exports provided a boutique art gallery in the HIPIHangout for spectators and competitors to enjoy as a permanent installation throughout the Summer Series.
Jerry Mohme
Mary Neiberg
Sharon McElvain
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PHILANTHROPY Established in 2004, the Grand Prix de Santa Fe, Inc. is a 501(c)3 organization that has generated more than $185,000 for local and regional nonprofit organizations serving at-risk children and equines, as well as land and cultural preservation. 2018 Grand Prix de Santa Fe beneficiaries include:
The New Mexico Suicide Intervention Project was established in 1994 in response to growing concern about the increasing number of youth suicides in Santa Fe County and Northern New Mexico. NMSIP is the only communitybased organization in Santa Fe County and the surrounding area providing free services with programs specifically aimed at preventing the loss of young lives.
The New Mexico Center for Therapeutic Riding is a community-based nonprofit that enriches and expands the lives of Northern New Mexico children, youth and adults with special needs through equine-assisted activities and therapies. They are a member of the Professional Association of Therapeutic Horsemanship or PATH, Int. NMCTR moved to its new home at HIPICO Santa Fe in January 2016.
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THANK YOU SPONSORS CHAPTER 5
PHOTO BY MARY NEIBERG
THANK YOU SPONSORS DIAMOND SPONSORS
PLATINUM SPONSORS
GOLD SPONSORS
TERRANCE & HENRIETTA HALL
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THANK YOU SPONSORS SILVER SPONSORS
TURQUOISE SPONSORS
JIM, JILL & ALEXANDRIA WILLIAMS
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