Wednesday, February 17, 2016

Time to Ride Challenge to Return with New Incentives in 2016

Fevruary 16 2016

The grassroots competition grew by more than 60% in 2015.

Washington, D.C., February 16, 2016 - The Time to Ride Challenge, a contest offering $100,000 in cash and prizes, will take place again in 2016 by incentivizing stables, clubs, and businesses to focus on outreach to new riders. Participants win cash and prizes by introducing new, “non-riders” to riding and other horse activities, and simultaneously benefit by growing their businesses and organizations. Time to Ride is an initiative of the American Horse Council Marketing Alliance, a group of industry leading companies and organizations collaborating to grow the horse industry.

Since its launch in 2014, the Challenge has introduced over 60,000 new people to horses through fun, beginner-friendly horse experiences. The 2015 contest saw more than a 60% increase in the number of newcomers reached compared to 2014 due to the hard work and enthusiasm of event hosts eager to share the joy of horses with new people. Hundreds of stables nationwide have opened their doors to their communities and focused on holding these public horse events designed to connect horse-interested families with local opportunities. “We brought horses to host an event at our local rodeo, and we were amazed at how many rodeo fans had never actually touched a horse! After meeting us and our horses, these families then knew exactly where to go for riding lessons,” said Christine Yeasel of Diamond P Equestrian Center.

“The Challenge puts real rewards behind a cause that’s critical to our industry,” stated Patti Colbert, Time to Ride spokesperson. “These new horse enthusiasts are becoming the next generation of riding students, clients, and customers; who will eventually be owning horses, competing in shows, using the services of veterinarians, and growing our entire industry.”

Grand prize winners in small, medium and large divisions will take home $10,000 cash each. A total of over $75,000 cash will be paid out to the top ten “hosts” in each division who introduce the greatest number of newcomers to horses throughout the summer. Approximately $25,000 in product and in-kind prizes will also be awarded.

The Challenge will take place June 1 through September 30, 2016 and will be open for registration April 1, 2016. Please visit and sign up for the newsletter to receive further updates and a notification as soon as registration is available.

The American Horse Council’s Marketing Alliance

Time to Ride is an initiative of the American Horse Council’s Marketing Alliance, formed to connect people with horses. It is designed to encourage horse-interested consumers to enjoy the benefits of horse activities. The AHC Marketing Alliance is made up of the following organizations: the American Association of Equine Practitioners, Active Interest Media, the American Quarter Horse Association, Dover Saddlery, Farnam, Merck, Merial, Morris Media Network Equine Group, Purina Animal Nutrition LLC, Platinum Performance, United States Equestrian Federation, and Zoetis. Program Partners are Absorbine, the American Paint Horse Association, Equibrand the National Cutting Horse Association, the National Reining Horse Association, Rood and Riddle Equine Hospital, and the Texas A&M University Equine Initiative; and new for 2016 I-5 Publishing, Pyranha, the America’s Mustang Campaign, and Colorado State University Equine Sciences Program.

About the American Horse Council

The American Horse Council is a non-profit organization that includes all segments of the horse industry. While its primary mission is to represent the industry before Congress and the federal regulatory agencies in Washington, DC, it also undertakes national initiatives for the horse industry. Time to Ride, the AHC’s Marketing Alliance to connect horses and people, is such an effort. The American Horse Council hopes that Time to Ride will encourage people and businesses to participate in the industry, enjoy our horses, and support our equine activities and events. The AHC believes a healthy horse industry contributes to the health of Americans and America in many ways.

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