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TC Horse Shows Boost Local Travel Economy

A report released Tuesday by Traverse City Horse Shows and Traverse City Tourism has revealed that improvements at Flintfield’s Horse Park have resulted in a dramatic impact on the local economy.

The report, which was conducted by Sport Management Research Institute (SMRI), found that the horse shows added $120 million into the local tourism economy. That is $112 million more than the last time a similar study was done five years ago.

“This has a profound, direct impact on the economy,” said Traverse City Tourism President Trevor Tkach. “It adds local jobs and strengthens a year-round economy. Visitors are eating in our restaurants, staying in our hotels, and enjoying our attractions. Plus, it helps promote an active, healthy lifestyle that the Traverse City region is known for.”

Traverse City Tourism says the growth took place even after health restrictions decreased public attendance to the competitions.

According to Matt Morrissey, Managing Partner of Morrissey Management Group which operates the Traverse City Horse Shows, recently they were able to double the capacity for horse housing, and expand horse shows from six weeks to 12 weeks.

Morrissey states that the investment has, “established Traverse City Horse Shows as one of the top equestrian destinations in North America.”

The following are key findings found in the report:

    • Average participants stayed 33 nights
    • Attendees came from 46 states and 28 countries
    • Average participant group included 8.9 people
    • Average group spent $6,577 a day on visitor related expenses
    • Most traveled by car (55%), but more than one-third (36.4%) came on commercial planes
    • 7.6% arrived on private airplane/jet
    • Majority of participants are college educated women between 40 – 59 years old
    • One-third of the attendees had a household income over $500,000

“The Traverse City Horse Shows have become an economic driver not just for Traverse City, but for northern Michigan,” said State Senator Wayne Schmidt (R-Traverse City.) “For about a third of the participants, it was their first time attending the show. The event introduces attendees to our lakes, our beaches, our trails and everything that makes this region spectacular.”

The last comprehensive economic study was completed in 2017. At that time, the total impact on the local travel economy was estimated at just over $8 million, compared to $120 million in 2021.

Traverse City Tourism says the average overnight stay was 19 nights compared to 33 nights this year.

They say the 2022 schedule includes championship and international competition, with over $7 million in prize money.

Currently, plans call for reopening the shows to spectators.

The 2022 schedule can be found below:

  •  Spring Horse Show: June 8 – June 26
  • Great Lakes Equestrian Festival: July 6 – August 14
  • Fall Horse Show: August 31 – September 18

To view the complete economic impact report,

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