Irish Thoroughbred Marketing

Sarah Gavin

The inaugural Irish Thoroughbred Marketing stallion trail was a success beyond all expectations.

This year we cut it down to two days, as three days was too long for stallions and farms. The trail sits perfectly within the racing calendar with the Thyestes Chase at Gowran Park preceding the BHP Irish Champion Hurdle, as well as the ITBA awards taking place on the Saturday evening.

Over 2,000 people visited the studs over the two days, with a good mixture of owners, breeders and racing public. Nominations were sold and it granted access to people that were thinking of getting involved in the industry.

We saw a significant increase of breeders from Britain as well as visitors from France, Italy and Germany and there was increased footfall at the smaller studs. It was also worthwhile for smaller studs as they were included in all the marketing material and there was extensive coverage on social media.

Ballyhane Stud

Joe Foley

The stallion trail was a great success this year, we had a large number of visitors with a good percentage of breeders and lots of foreign visitors. Breeders were impressed with our stallions, booking nominations, so there was definitely business done.

It was also a perfect opportunity to showcase Ballyhane and our stallions to the wider racing public and that’s good PR for our industry.

Boardsmill Stud

John Flood

The stallion trail was a big success, we had a number of visitors from Ireland, both North and South, and some UK visitors also. The majority were potential clients, but there were also a number of casual racegoers interested in seeing sires and knowing how stallion farms operate.

There did seem to be more awareness of the ITM stallion trail this year. It was surprising that a larger contingent from the UK didn’t travel over, especially National Hunt breeders or enthusiasts. It is a very attractive few days for any racing or breeding enthusiast with two days of quality racing bookending the trail. It is a very worthwhile initiative.

Rathasker Stud

Madeline Burns

The stallion trail was a great opportunity to showcase the industry and our stallions to the public.

We had approximately 160 visitors, a number of which were foreign. English visitors commented on the value in Ireland due to the weakness of Euro to Sterling.

We sold nominations - and there was a lot of interest in our new stallion, Anjaal. We had casual visitors who were very welcome - it’s nice to have a mix of new and familiar faces.

The two-day schedule suited much better this year, it was more concise and created more of a buzz as visitors interacted. Thanks to ITM for organising this event!

Kildangan Stud

Gerry Duffy

The stallion trail was a huge success, everyone I talked to about it was very much in favour of the concept and very much appreciated the farms getting together to put on a great show. We had 600 people visit over the two days. I didn’t recognise as many foreign visitors as last year but I’m sure they were there. There was a number of casual visitors but we got plenty of business done over the two days and I’m sure more will come out of it.

I thought three days last year was too much, two days is plenty. It was absolutely worth being involved in the stallion trail. I cannot over emphasise the importance of giving casual visitors the opportunity to see behind the gates of our stud farms and as I stated above we get plenty of business done and so it’s good for clients as well.

The other positive is that it gives us something to focus on and so even regular clients are seeing the farm in its full glory, the catering is an added bonus for them et cetera.

Burgage Stud

Victor Connolly

The stallion trail was well worth being involved in, we were busy both days from about 11am onwards. I would say perhaps 80% of the visitors were potential clients and 20% were casual visitors. We hope to get some business for Sea Moon especially. The event was well publicised and busier for me.

Bridge House Stud

Micheál Orlandi

We thoroughly enjoyed the stallion trail and feel it can only get bigger and better. We had no foreign visitors but I felt that all visitors were genuine breeders and had a keen interest in using Cappella Sansevero, as many left asking for a contract.

The stallion trail is worth while and if we could increase the numbers and maybe have a week where all breeders are invited to attend and inspect, you could try get the bulk of your viewings done in that week window. Sadly no member of ITM paid us a visit.

This feature was compiled by Leanne O’Sullivan