The Helsinki International Horse Show is undergoing significant changes. The event, which will be held next spring, is joining the ranks of major international equestrian events. The new date, the move to Messukeskus and two competition arenas offer the event, which is celebrating its 40th anniversary this year, the opportunity to make this change. The Helsinki Horse Show will move into a new future next February – the 2.0 World.
“It will become a real horse event, with much more to see and do, programs and experiences than before. There is more international competitions to follow from Thursday morning until Sunday evening. We want to find a new customer base and become one of the largest events in Finland,” describes CEO Valtteri Gundersby.
Previously, the Horse Show was a very sports-oriented event. Now, an event for the whole family has been built around the legendary old institution. It combines top sports, horses and riding into a tangible experience and experience.
“The journey has been really interesting and challenging. We have done a lot of benchmarking in other World Cup competitions, and with the help of our good relationships, we have been able to get to know the events from a deeper level.”
Gundersby says that they have analyzed why certain events are of interest to riders, trainers and the public, their marketing strategies, ticket categories and visitor demographics. Why Geneva is the best in the world, how Stockholm can attract 70,000 visitors, most of whom are families with children. Or how Gothenburg still attracts the world’s top riders after more than 40 years.
“We have created an idea of what would work best in Finland and clarified the idea of who the Horse Show visitor is. It has required a lot of work, but thanks to our great organization and committed key people, it has been a pleasure to lead the project. The vision is to grow into the world’s best equestrian competition and Finland’s largest annual sports event.”
