In this economy, businesses are looking for unique ways to reach new markets and expand their presence with their existing customers—all in a very cost-effective manner. For niche industries, like premiere equestrian events, the challenges businesses are facing have resulted in an interesting opportunity. This year Dressage at Devon (DAD), the premiere dressage show in North America, celebrates its 35th anniversary at the Devon Horse Show Grounds. Historically the show has had a wide range of strategic partners, including Hermés, WT Direct, Toyota, Volvo and hundreds more. While the show has always provided its partners with access to an affluent audience, constantly evolving technology has resulted in enhanced opportunities.

"As businesses strive to make an impact on their customers and potential customers, niche events offer an unparalleled access to strategic audiences," said John Henderson, a Dressage at Devon board member and sponsorship committee member. "By partnering with DAD, sponsors receive access to a select audience, on site sales, residual sales and international exposure."

To achieve these goals, Dressage at Devon not only offers the usual amenities like VIP parties, website links and banners, but also webcasts of the event, media coverage with millions of impressions, longterm Internet coverage and an onsite radio broadcast that allows partners a chance for promotions and educational interviews. The residual impact of sponsoring at the show is impressive. Volvo is still counting impressions from the 1991 show thanks to video coverage on Youtube.com, including a clip that has nearly 40,000 views.

Henderson continued, "Thanks to the Dressage at Devon website, media coverage and press releases, our partners improve in the search engine rankings. This is another important amenity that we offer."

Thirty-five years ago Dressage at Devon's funding was obtained mostly from benefactors from the Philadelphia Main Line society. With the passage of time, that dynamic has evolved. In 2009, 91% of Dressage at Devon's sponsorship was obtained from business.

"We are well past the days of 'thank you for your sponsorship—here's your space, your free tickets and we'll hang your banner,'" Henderson stated. "Each year we are developing new programs that result in a return on the sponsor's investment."

One of the small businesses taking advantage of Dressage at Devon's momentum is the Paddock Saddlery, a retailer based out of Chagrin Falls, OH. For 25 years The Paddock Saddlery has offered equestrians the finest in apparel, tack and accessories. The store includes not only a brick and mortar shop, but also an online catalog and mobile unit. A few years ago The Paddock Saddlery acquired A'Dashi, one of the sport's most beloved dressage specialty stores and a 15-year sponsor of the show.

"The Paddock Saddlery is now the home of A'Dashi and we wanted to continue our support of Dressage at Devon. This is a tradition," said Lisa Gorretta, owner of The Paddock Saddlery. "Our commitment to Dressage at Devon is part of a broad picture of our commitment to the sport of dressage in this country."

To make the most of their sponsorship, Gorretta has an exciting slate of promotions planned. Among her offerings is a special helmet fitting session with a representative from Charles Owen, one of the sport's most respected headgear authorities. "We always try to bring new products and new vendors with us," Gorretta said.

Other strategic partners with Dressage at Devon include Albion Saddlemakers; Brushwood Stable; County Saddlery, the Official Saddler of Dressage at Devon; Dressage Today, the Official Magazine of Dressage at Devon; Dubarry of Ireland; Horse Tech, Inc.; Iron Spring Farm; Miele; Performance Saddlery; Seminole Wellness/Buckeye Nutrition and SmartPak Equine.

Henderson summed it up, "For the past 35 years our mission has been to put on a worldclass horse show and to promote the sport of dressage and dressage education, while raising money for worthwhile causes, like Children's Hospital of Philadelphia and Thorncroft Therapeutic Horseback Riding, Inc. We feel at this point in time that we have been true to that goal. As we move on to our next 35 years, our intent is to use every means of technology possible to increase awareness of Dressage at Devon and dressage as a sport and take our sponsors along with us in the process."

To learn more about Dressage at Devon, visit www.dressageatdevon.org.