Lexington, KY - When World Equestrian Games organizers started gearing up for merchandise sales, Terry Johnson said they were looking for two things: selling quality products and using Kentucky businesses.
"Quality is important to this group," said Johnson, the vice president of sales and marketing for the WEG Foundation, referring to the enthusiasts who will attend
the world championships in eight equestrian events in Lexington next year. When they decide to spend their money on Games merchandise, "we want them to know it's quality," he said.
Official merchandise for the Games ranges from baby clothes to horse blankets,
artwork to Christmas ornaments. Many items are already on sale through the WEG Web site or through Kentucky retailers, with more items and wider distribution coming in the spring.
Johnson said he is expecting revenue from merchandise sales "to approach seven figures." To help achieve their merchandising goals, the Games organizers turned to All Pro Championships, Inc., a Louisville-based company that lists the Kentucky Derby and Super Bowl among the major sporting events for which it has supplied merchandise.
In 2006, All Pro purchased the rights to supply WEG merchandise and license other companies to supply products that All Pro doesn't make.
"What we needed was a company to handle that process," said Johnson, adding that Games organizers were happy to find such a "world-class" company in Kentucky.
Now, the business relationship has evolved to the point where "we treat them almost like staff," Johnson said.
He said All Pro also was willing to make a financial commitment way back in 2006, when some other potential suppliers were still figuring out what the World Equestrian Games were all about.
What they are all about is 16 days of events starting on Sept. 25, 2010, at the Kentucky Horse Park - the first time the international event has been held outside of Europe. Organizers expect as many as 66,000
people at the
Horse Park on the busiest of the
16 days of competition. Tickets have been sold in all 50 states and in 40 countries.
"The majority of merchandise sales ... will take place during the event," Johnson said, with a 10,000-square-foot "superstore" on the grounds of the Horse Park.
But many items are already available through the official Web site for the Games - www.alltechfeigames.com - and at more than 20 retailers.
Some of the sponsors of the Games also are licensed to supply
merchandise, such as John Deere and Ariat, a California company that makes equestrian footwear.
Other brands associated with the Games are Under Armour and Vineyard Vines ties.
Brian Erp, president of All Pro, said some of the best sellers, beyond the staples of hats and T-shirts, are lapel pins and saddle pads.
Currently, there are 28 varieties of lapel pins highlighting the different events and countries to be represented. Erp said there will likely be 50 to 60 lapel pin designs by the time the Games start.
Johnson said WEG organizers are not trying to overwhelm consumers with too much too soon in the way of marketing.
Merchandising for an annual event like Derby is much like the Run for the Roses: Get out of the gate quickly, get yourself in position and drive for home. There are four to five months to sell Derby merchandise leading up to a one-day event.
Merchandising for something
that comes every four years, like the World Equestrian Games, is more like the Games' endurance
event, where it's necessary to pace yourself and take the time to stay fresh.
Not only is the lead time for the World Equestrian Games longer, but the event itself will last 16 days. Johnson said that leads to a "different mentality when it comes to marketing."
While they expect some holiday sales of WEG merchandise, Johnson said, "A lot of people aren't focusing on the Games right now." The real push will start this spring, closer to the time of the Rolex Kentucky Three-Day Event that also brings in crowds of equestrian enthusiasts to the Horse Park.
WEG merchandise is only one part of Johnson's job. His primary focus has been on selling sponsorships, but his job responsibilities also include the trade show during the Games and ticketing.
After a career mostly involved with big-time college sports, this is the first horse event that Johnson has been a part of.
Even though he is not sure what he will be doing when the event is over, he is grateful for the opportunity to be involved with the Games.
"I wanted to be part of something really big," Johnson said.