Case Overview

This case focuses on Wellington Equestrian Partners (WEP), led by CEO Mark Bellissimo. Mark created WEP in 2006 to transform Wellington, FL from a town with a horse show into a vibrant equestrian community. Having established the successful Winter Equestrian Festival (WEF), Mark seeks investment and needs to:

1. Assess the festival’s total economic impact
2. Develop business expansion plans appealing to investors

Case Difficulty

• Level: Hard
• Similar to cases at: Bain and BCG
• Topics: Mathematical calculation, business strategy for a unique industry

Economic Impact Analysis

The total economic impact calculation is approximately $112.5 million annually, derived from:

Competition Revenue

• Stabling and care fees: $27M (3,000 horses at $3,000/horse/month)
• Entry fees: $13.5M (5 entries/horse/week at $75/entry)
• Veterinary fees: $6M ($2,000/horse for 3 months)
• Equipment fees: $15M ($1,000/exhibitor for 3 months)
• Training fees: $15M ($1,000/exhibitor for 3 months)
• Spectator tickets: $3M (200,000 people at $15/ticket)

Local Economic Impact

• Hotel bookings: $18M (120,000 nights at ~$150/night)
• Restaurants & shopping: $15M ($1,000 per person for 3 months)

Expansion Strategies

Internal Strategies

• Extend festival beyond 12 weeks
• Host multiple festivals throughout the year
• Repurpose venue for other events during off-season
• Increase exhibitor numbers through enhanced quality
• Boost spectator attendance by making the sport more accessible
• Acquire more property to expand the venue

External Strategies

• Partner with local hotels and tourism board
• Attract media attention (e.g., NBC Sports)
• Increase sponsorships (target brands like Rolex, Fidelity)
• Partner with schools and riding academies
• Develop promotions with other companies
• Expand to new locations
• Diversify into different industries

Final Pitch Framework

A successful investor pitch should include:

• The substantial economic impact ($112.5M annually)
• Key expansion opportunities
• Potential for increased market share
• Acknowledgment and mitigation of risks
• Specific next steps for implementation

Background: Winter Equestrian Festival

• Largest and longest-running event in horse sports
• 12-week event from January through April in Wellington, Florida
• Qualifier for US Equestrian Team and international events
• Features competition for all ages (6-70) across 55 divisions
• Draws riders from 30 countries and 49 US states
• $6 million in prize money
• 15,000 exhibitors and 3,000 horses (valued at approximately $500M)
• 90+ food and retail vendors on property