Germany’s Massive Equestrian Show – EQUITANA – Set to Launch in U.S. Market

November 15, 2016

Billed as the ‘world’s largest’ equestrian event - held in Essen, Germany, and drawing 200,000 visitors and 850 exhibitors from 30 nations - a new EQUITANA show will be heading to the United States in 2018.

“EQUITANA USA will become a landmark event - one created with vision and purpose which markets the future of equestrian sports," says Robert Keegan from EQU Expo.

He added, “It is our responsibility as the show producer to set forth practical, professional and socially correct themes in order to awaken new interest and markets around the horse.”

The original EQUITANA trade fair in Germany is organized by Reed Exhibitions. EQUITANA USA, EQUITANA USA Open Air and EQUITANA USA Conference Program will be staged as licensed events by US organizer EQU Expo, from Naperville, Ill.

QUITANA USA Open Air will take place in Temecula, California, Oct. 20-22 and EQUITANA USA will be held in Atlanta Oct.  4-7, 2018. The EQUITANA USA Conference Program will be presented in multiple cities throughout the US starting in March 2017.

“EQUITANA is a fixture and one of the most famous brands in equestrian sports.” Said  Hans-Joachim Erbel, CEO of Reed Exhibitions Deutschland GmbH. “We’re convinced that EQUITANA USA will be a success; the North American market offers ideal conditions for that.”

The US equestrian market is one of the largest in the world, according to the American Horse Council. Approximately 9.2 million horses live in the U.S. Equestrianism directly contributes $39 billion annually to the US economy and provides more than 1.4 million jobs.

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Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? 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As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. 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Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.