How to Attract More Riders to Your Horse Show

Riders are often cautious about going to an unfamiliar show or new venue.

A strong show description builds trust, answers key questions, and reassures riders that their experience will be enjoyable.

 

1. Describe Your Show Clearly

Give riders the information they care about upfront. Your description should include:

  • What type of atmosphere can they expect? Relaxed, competitive, casual?

  • What classes, divisions, or disciplines are offered?

  • Will there be ribbons, prizes, sponsor giveaways, or other perks?

  • What’s the general time frame? (e.g. “First ride at 9:00 AM, final class wraps by 6:00 PM”)

  • How many rings will be running? Is there cross-country or just arena work?

This gives riders a quick snapshot of what the day will feel like — and if it’s the right fit for them.

2. Make Your Event Easy to Find Online

Post a complete event listing that’s publicly accessible — no login or password required just to view details.

When a rider Googles “April Jumper Show, Flying Colors Farm”, your STRIDER listing should show up immediately. That Google serarch result visibility is free marketing. Use it.

🚫 Reminder: Don’t Hide the Basics Behind Email or Text

If an adult amateur has to waste time contacting you just to find out when the show classes start, or the closing date — they may give up and skip your show.

Keep all core info on your STRIDER listing.

3. Add a Photo

A good photo of your venue builds confidence and excitement.

Show off your ring, footing, or a happy rider mid-course- not your business logo.  A high resolution photo makes your listing feel more professional and welcoming.

4. Ease Riders Nerves Before Arrival

Most riders are anxious when showing somewhere new. You can ease that with a few small touches:

  • Send an annotated facility map of your venue when you send ride times  Where’s the restroom? Warm up ring?

  •  Send clear parking and warm up instructions. 

  • For larger properties, add signs at key intersections.
    Riders won’t know how to get to the start box or dressage warm-up is unless you make it obvious

Fun fact: “Show day nerves” limits rider eyesight 50%—don’t make them guess!

5. Create a Great First Impression

Assign a “welcome crew” to greet nervous riders when they arrive. 

  • Have someone ready at the check-in table to hand out numbers and answer questions

  • For venues over 5 acres, post signs so late arrivals know where to head. Don’t assume they know the way to warm up!  

  • Make it easy to find staff who can help with waivers or entry changes

  • Ensure ring crew is prepared and available to keep the show running smoothly

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