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The Event Audience

The event has a three-year attendance average of 41,000 visitors from around the UK and abroad.

Why the sport of Eventing?

• The sport of eventing has a very successful record of retaining sponsors and partners
• Eventing has one of the highest AB audiences of any sport:
  Participants: AB 63% C1 37%
  Spectators: AB 72% C1 28%
• Age and Gender breakdown in the sport:
  <35 years 41%, 35-54 years 51%, >55 years 8%
  Male 47%, Female 53%
• One of Team GB's most successful Olympic sports
• 2.5 million people ride regularly in the UK
• Clean and healthy outdoor sport

The Blair Audience

In 2007 the event contracted Comperio to carry out research into our visitor profile, with the following results:

• Over half of the event attendees are employed full-time, with the average household income being £53,180.
• 45% of attendees are employed in upper or middle managerial positions.
• 78% of visitors fall into the ABC1 demographic, compared to a national average of 51%.
• Almost half of the visitors claimed that they would be “more likely” or “much more likely” to use a product or service if it was associated with the event.
• Visitor satisfaction levels are extremely high, with 85.6% either ‘very’ or ‘extremely satisfied’.
• Average spend at the event is £155. Mean spend for competitors is £219, compared to £144 for visitors and £127 for officials.
• The event has a loyal base of attendees, with 72.1% of respondents having been to the event in previous years. More than half consider the event ‘a must’ and try to attend whenever possible.
• During the event an estimated £3.4 million is spent on shopping in the tented village, as well as on accommodation and eating out in the local area.
• Almost all visitors see the event as a full day out, with 92% of visitors intending to spend at least five hours at the event.
• Over 43,000 visits to the event’s website were recorded during the month of August.
• 1,277 horses and ponies were on-site for the 2007 event competing in either the three-day event, BSJA show jumping, Highland Pony Show, Hunter Show, NPS Scotland Finals, Ridden Clydesdales, Pony Club Games or arena displays.

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