Area to play host to major international equestrian event

The 10th annual Tournament of Champions, scheduled for Sept. 20 to 23 at the Caledon Equestrian Park in Palgrave, will bring to the forefront many of North America's preeminent show jumping riders.

It will also bring an estimated $4.5 million dollars in economic impact to the region.

But it takes many talented resources to orchestrate an event of this magnitude and not only will this world-class event showcase the horse industry, but it will also be a valuable opportunity to turn the spotlight to the businesses and services in the community who are supplying many of the products and talent to stage the event.

Almost everything, from members of the organizing committee itself, to the creative design, marketing and Web site development to the assortment of on-site services for the event are locally sourced. Organizers haven't had to go searching beyond the community's borders to fulfill the requirements of staging this mammoth event, while local businesses have been quick to articulate the value and benefit that the event brings to the community.

A centerpiece of the showcase weekend is the $175,000 John Deere Canada Cup Championship and Karl Davis, owner of Nobleton Farm Service, reported his business reaps many positive benefits from participating in the event. His Nobleton operation is the closest John Deere dealership to the tournament site and they provide most of the equipment for the display as well as the working equipment and support services on-site. Davis added that throughout his service area, traditional agriculture is on the decline, but the equine industry is one area that is enjoying growth. This growth provides positive "spin-off effects" for his dealership as well as the surrounding agriculture stakeholders who can provide hay, straw and bedding to the equine industry and who in turn also rely on area dealerships for equipment and service for their needs.

"Hundreds of participants and guests gain awareness of the quality and unique attributes that Caledon offers visitors," commented Jim Wallace, owner of Belfountain Inn, in Belfountain.

Wallace added the multimedia leveraging for the event provides "reciprocal benefits" to his business that are not isolated to the four day event. "Visitors to Tournament of Champions become long-term users of the products and services offered by Caledon business."

And the area has much to offer.

Genie Hayward of The Ascot Room in Belfountain said the Boulevard of Champions, a forum for local businesses, artisans and craftsmen to showcase their services and wares to Tournament of Champion visitors, defines the diversity of offerings within the community. "It is just another reason why we don't have to drive to Toronto for shopping- whether it is clothing, food or anything," she remarked.

All the tenting for the event is supplied by Totally Covered Event Rentals Inc., a business that got it start in the Caledon area nine years ago. This is the fourth year in a row that Totally Covered has been the exclusive supplier to the Tournament of Champions and Christian and Sheila Hawkes say that exposure by partnering with this event is very positive.

But it isn't just the services that they can provide for the event that is appealing to local businesses. Some entrepreneurs are actively seeking out new and innovative opportunities to tie-in with the premier event.

Over in Bolton, Chef Talk Bistro has developed a well-earned reputation for not only its flavourful cuisine but also for their tastefully inspired theme nights. "When customers show their support and enthusiasm it inspires me to create a delicious menu and fun night out," remarked chef and owner Fab Natale. In anticipation of the upcoming Tournament of Champions, Natale is creating a four-course "stately English cuisine." Demand is strong for the limited-seating evening which falls on the Thursday evening on opening day of the Tournament of Champions. Three of the four courses offered will feature wines specifically chosen by the Wine Coaches and local sommeliers, Ric Kitowski and Jocelyn Klemm.

But the event isn't all about business. The area also has many prominent horsemen within its midst and they are just as excited that the event is hosted this close to home. Jennifer Rogers, of Cheltenham, has had her horses compete internationally representing Canada at World Cup events, the Olympics and Tournament of Champions and she says that as far as horse competitions go, "(this) is as good as it gets," she declared enthusiastically.

But she also admitted that not everyone may be as familiar with horse sport which can be perceived as something that isn't "accessible" to the general public. "I think the great thing about events like Tournament of Champions… (it's) available to the general public and it gives people an opportunity to understand and appreciate a little bit more about our sport," she said. In addition to world-class show jumping, event organizers have worked hard to craft an agenda that is sure to have something on it to tempt everyone in the family. And in doing so it becomes a "destination" Rogers added.

And when it is a destination, everyone wins.

That's the message that Simon Burn wants everyone to get. Burn, president of SDB Creative Group Inc., is the Caledon-based brand consultant who has assumed the creative responsibilities for the event. Burn said he is giving it a "sexier image" and moving the promotional materials "beyond functional pieces" to create a new identity and image for the event. Part of that will be moving the image beyond the "horsey set" that have always been attracted to the event and making it more appealing to a broader-based consumer audience. "Everybody can have a piece of it and it is local," Burn commented.

The 2007 Tournament of Champions is proud to support the Children's Wish Foundation of Canada, CARD (Community Association for Riding for the Disabled), Kids & Horses Foundation and the Rotary Club of Palgrave.