Organization and development of equestrian sports complex in Istra district of Moscow region

Market trends, expected future market size, market forecasts

During the analysis of the market of equestrian clubs in Moscow and the Moscow region have identified the following trends.

Clear segmentation of the market

There are a small equestrian clubs for riding guests, horseback riding lessons, at the same time, there are professional AOCS, where there are training and competition of athletes with a wide range of related services. The market for equestrian services, segmented (see p.4.6.).

1. The overall increase in the number of services related to horses

With the development of the market of a growing number of services provided by the clubs with the involvement of horses, are becoming increasingly popular services such as:

• Horseback riding lessons;
• Professional classes are show jumping, dressage;
• Horseback riding;
• Zanane walterorum;
• Hippotherapy

The increase in the number of related services

Analysis of the work of the equestrian clubs in Moscow and the Moscow region showed that as growth in the popularity of basic services KSK growing popularity of related services. Become increasingly popular services such as pony clubs, horse weddings, horse riding, photo shoots, corporate events.

The growth of consumer expectations

With the development of market Konno-sports clubs, increasing the overall level of services the CSC, and related services accordingly, we can say that increasing the level of consumer expectations of customers.

In recent decades the current trend of development of equestrian sport and equestrian clubs in Russia. Development centres of equestrian sport in Russia are mainly large cities, primarily Moscow and St. Petersburg.

The state equestrian sport is financed by a residual principle. State horse-sport complexes in Russia now do not build. Recently constructed and comparable to the level of the equestrian centres in Germany and Holland (the advanced countries of the EU) is possible to note a newly built equestrian club STABLES MAXIMA in the Dmitrovsky district of MOE and KSK "New Age" in the Krasnogorsk district of MO. Data-equestrian centres can provide indoor courts and a highly qualified coaching staff for training and competitions of athletes of international level. In addition, these equestrian clubs organized for modern veterinary centers with the diagnosis of the condition of the horses using CT (computer tomography).

Construction set at your level will also match the premium segment of the equestrian clubs in Russia.

The main strategic objectives of the club are:

• the development of equestrian sport, its promotion, organization and holding of sports competitions and events (including international level), preparation of athletes – members of national teams in equestrian sport;
• the creation of the necessary infrastructure, in addition to the KSK for a comfortable pastime: restaurants, hotels, fitness club and SPA, entertainment for the whole family (mini-zoo, adventure Park, eco farm, pony club).

The most important aspect of the concept of the club will have three indoor sports halls with stands with the ability to hold competitions year-round, this factor eliminates the seasonality factor. Also an important object of the club Kartsevo Kings Stables will be modern veterinary centre with trained staff and the robotic computed tomography Equimagine (USA).

Key features of the project:

• The total number of horses in the club: 269, including 30 of its own.
• Breed club: Westphalian, Holstein, Friesian.
• The average number of competition days throughout the year: 60.
• The number of starting athletes within 1 day of competition: 500.
• The average cost of participation (contributions) in the competitions: 1, 8 thousand rbl. for 1 day.
• The presence of indoor arenas in the club: universal Manezh, konkursy arena, the dressage arena.
• The total number of hotel rooms club: 90 hotel rooms and 30 individual cottages.
• The total number of seats in the restaurants, club: 400.

The location of the complex can be confidently attributed to the benefits of the project for the following reasons:

· Convenient traffic from the Moscow highway M-9 "New Riga" is characterized by a relatively free movement in comparison with other car tracks in the suburbs.

· Istra district is one of the most successful in ecological terms, moreover, in the vicinity of equestrian club located picturesque coniferous-deciduous forest.

· The "New Riga" is traditionally associated with visitors with high income levels, respectively, in this place, the Initiators of the project much easier would be to position the club Kartsevo Kings Stables as a prestigious place of rest and competition for professional athletes and wealthy people.

Characteristics of the procured equipment (equipment)

For the implementation of a comprehensive diagnosis of the health of the horses, their limbs, internal organs, spine, it is planned to purchase the most modern CT (computed tomography) Equimagine produced by the company 4DDI (USA), together with the company ABB, a manufacturer of robotics.

Compared to the standard procedure for CT of the horse — the difference is significant and noticeable. Previously required the use of anesthesia, placing the animal on its side and move the camera around the affected region. While not all parts of the body could be scanned in 1 procedure. In Equimagine CT scan is a mobile sleeve of the device, while the horse is standing in a natural position and no anesthesia is required.

Since the debut of the system in veterinary laboratories Penn in the spring of 2016, 4DDI there were orders from dozens of veterinary centers around the world, according to Ergose Papaioannou, CEO of the company.

According to Barbara Shaer, medical Director of the Penn Vet CT robotic create a less stressful situation for horses, as to recover from General anesthesia — a real test of endurance for the animal.

It is important to note that such universal QD for horses in Russia, there is no availability of such equipment will be an important competitive advantage of the club.

The environmental aspect is one of the most important in the concept of the club Kartsevo Kings Stables. The location of the club in 60-70 km from the Central part of Moscow and the beautiful surrounding nature (forest and lake) provide clean air.

Much attention will be paid to the club delivered animal feed. Supply feed will have certificates of origin, the feed will not contain any chemical additives. Horses in a timely manner will receive all the necessary additional supplements in the diet: vitamins, amino acids, salts, etc.

In addition, the decoration of the stalls, arenas, and summer stables will be used only organic materials.

The holding of equestrian festival

To promote KSK, given the size of the club and the closed arenas and outdoor venues, the best event is the holding of equestrian festival.

A vivid example of a popular equestrian festival is "EQUITANA Open Air" in düsseldorf (Germany).

The holding of equestrian festival EQUITANA in düsseldorf (Germany) comprises 17 exhibition halls of the exhibition on the topics of horse breeding; horse riding; Western riding; Amateur horse riding, driving, equestrian tourism; equipment for condominiums, arenas, and pastures; veterinary preparations; instruments and clinic for horses; ammunition and equipment; feed; forging; means for transporting horses; European, American and exotic breeds of horses.

The active involvement of volunteers at mass events and festivals

Given that the equestrian club is designed for the simultaneous attendance of several thousand guests, recruiting volunteers could be a good way of optimization of costs and organizational issues.

To encourage volunteer teams the club could provide volunteers food and horseback riding.

Conducting jumping booms and booms wittkower

The competition format for 5-7 days is beneficial from the point of view of attracting athletes, their teams, families. For example, KSK "Vivat" (horse-vivat.ru) actively pursuing such competitions: 2-3 days launch days, 2-3 day workshops.

The creation of the territory of the club is the place for photo shoots

Given that the equestrian club is designed for the simultaneous attendance of several thousand guests for leisure activities, and attracting additional families, it is important to organize the club several thematic areas for photo opportunities.

It is important in the field of photography to specify a Hashtag (at Instagram) KSK, it will contribute to active promotion of the club in social networks, promotion of the brand CSC.

Encourage visiting teams of athletes

In competition 2 or 3 days and more usually the athlete arrives with the team: the coach, the driver, family members. In this case, the club needs to foster the conditions that provide hotels and meals in the club KSK.

KSK will be positioned as a prestigious place of rest and competition for professional athletes and wealthy people. In addition, regular competitions of international level will make the club the most prestigious place of mass attendance of equestrian fans in Russia.

Thus, successful development in the long term depends on the integrated implementation of all the planned directions of work of club: professional training

On the basis of interviews with representatives of the athletes of the Russian Federation, actively involved in riding and going to competitions in Europe, the club was formed some recommendations for marketing promotion:

Close cooperation with the Federations of equestrian sport of the Russian Federation and Moscow

Horse club will cooperate with the following equestrian federations:

• Federation of equestrian sport of Russia,
• The equestrian Federation of Moscow
• The equestrian Federation of Moscow region;
• The European equestrian Federation (EEF);
• The international equestrian Federation (FEI).

Close cooperation with the federations and conducting competitions national or international scale. An important factor is the provision of sites KSK and approval schedule (calendar) the event data federations.

The use of administrative resources for competition

In addition to the official horse riding competitions in dressage, show jumping and other disciplines, organize sports federations of the initiators of the project of KSK is to use the administrative resource for the organization of equestrian sports and equestrian events for major Russian companies and agencies: Rostec, Russian Railways, oil companies, etc.