Travel activities and motivations survey — U.S. travel market

Attending Equestrian and Western Events While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — August 31, 2007
Executive summary

Over the last two years, 12.0% (26,347,324) of adult Americans attended equestrian and western events while on an out-of-town, overnight trip of one or more nights. Country and western music concerts (5.4%) and auto races (4.3%) were the most popular events, followed by rodeos (2.5%), horse races (2.3%), and equine competitions (0.9%). One-half of those who attended an equestrian or western event on a trip (50.0%, or 13,163,645 adult Americans) reported that this activity was the main reason for taking at least one trip in the past two years.

Those who attended equestrian and western events while on trips were more likely to be male, older (57.2% 45 or older), married and without dependent children living at home. They are less well-educated than the average U.S. Pleasure Traveler and their household incomes ($76,438) are average. They are more likely to live in the West North Central and East South Central regions of the United States and in small towns or rural areas.

Over the past two years, those who attended equestrian and western events on trips traveled more frequently than the average U.S. Pleasure Traveler and they were somewhat more likely to have taken a trip to Canada (20.6% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec, however, they were over-represented among U.S. visitors to all Canadian provinces and territories.

Equestrian and Western Event attendees participated in a variety of culture and entertainment activities while traveling and especially activities closely associated with equestrian (e.g., horseback riding) and western events (e.g., agro-tourism). This segment was also more likely than average to participate in outdoor activities such as snowmobiling and ATVing, hunting and motorcycling. They tend to stay in public campgrounds or seaside resorts, but were much more likely than average to go touring in a motorhome or RV and to have stayed at a farm or guest ranch. They were also more likely than the average U.S. Pleasure Traveler to take tours and cruises and especially casino, winery and factory tours. They seek vacations that offer something new and different to see and do and consider it important that a destination is conveniently accessible by car and has camping available.

Those who attended equestrian and western events while on trips are average users of the Internet to plan (71.5%) and book travel (49.9%). This segment can be most effectively targeted through country music radio and sports-related media (e.g., magazines, television, radio and websites).