Lexington, KY - Pearse Lyons says one of the advantages of keeping a multi-national company with 2,500 employees as a privately held business is the ability to implement decisions quickly.
"One of the beauties of a company like ours ... is there is no board of directors," says Lyons, founder and president of Alltech, the major sponsor of the Alltech FEI World Equestrian Games opening at the Kentucky Horse Park on Sept. 25.
So when Lyons came up with the idea of pushing $10,000 packages to Kentucky businesses as a way to jump-start ticket sales to the Games, he could make it happen almost immediately.
The idea became the Commonwealth Club, with a goal of selling $3 million worth of ticket packages by the time the Games end on Oct. 10
If that goal is reached, it would be a seventh of the total goal WEG organizers had set for ticket sales, a goal that has proven difficult to attain, although there has been a surge in sales as the games approach.
Lyons said one mistake WEG organizers made was relying solely on the internet for ticket sales.
"They failed," Lyons said.
A toll free number was set up to help make it easier to navigate the many ticket choices for the events but Lyons wanted to be more proactive.
"How could we reach out to people within the state and convince them to belong to something?" Lyons said.
So Lyons put his considerable influence and the star quality of University of Kentucky men's basketball coach John Calipari to crank it up.
Lyons said Coach Cal agreed to be a part of $10,000 program within seconds of getting the phone call.
With Calipari on board, Lyons' program instantly grabbed headlines. Calipari and any other Commonwealth Club member can use the $10,000 in a combination of tickets and hospitality and get help in sorting out how to best allocate the money, instead of having to "struggle your way through TicketMaster."
A business or individual club member can then divide up the package to employees, customers or friends as they choose.
Lyons also promised to publicize the businesses of those who participate -- which he has. A full-page ad in Monday's Herald-Leader proclaimed more than 200 members in the club, listing the newest additions.
One of the businesses the Lyons was able to get on board was Kentucky Employers Mutual Insurance Co., which is based in Lexington and provides workers compensation insurance to a variety of employers, including many horse farms.
"We have many accounts that are very tied to that industry," KEMI president and CEO Roger Fries said.
Fries said their tickets will go mostly to customers but will be a reward for some employees, too.
He said the Commonwealth Club was "really an easier way" for his business to show its support for the Games and the horse industry.
"It made perfectly good sense to do that," Fries said. "Its good to see people step up. We have a very good feeling about the Games."
Lyons says membership into the club hasn't always been an easy sell and says he has "had to twist some arms."
"It has not been easy," Lyons said. "I have been disappointed by some of the main Kentucky business players. I say shame on those companies. ... Why aren't they on the list? They shouldn't be giving me excuses."
One of the excuses Lyons is not accepting is the tough economic times.
"This is an incredible event but it comes at a time of economic hardship," Lyons acknowledges, but adds: "Isn't that when you would like it happen?"
He also has brought in members of the global sales force of Alltech, primarily an animal nutrition business that is based in Nicholasville but with sales in 120 countries. Alltech also is the brewer of Kentucky Ale, the official beer of the Games.
Lyons has about 40 employees helping with ticket sales.
"We are calling our suppliers, our friends," said Lyons, who said the Commonwealth Club is certainly not a one-man show. "I am not in this thing alone," he says.
He sees businesses rallying around the Games as a way to boost the whole state as it hosts a global event. It is the first time the World Equestrian Games, held every four years, have been held outside of Europe.
Lyons said the opportunity to join the club doesn't end when the Games begin Saturday.
"I can see people stepping up as late as 10 days into the Games," Lyons said.
And while not everything has gone according to the plans envisioned when Alltech signed on as the $10 million sponsor of the Games in 2006.
"We are just enjoying this event and the realization of all the hard work," Lyons said. "I never doubted the value of being the title sponsor."