Our National Economic Impact Study, done in 1996. This study dispelled the myth that the horse business is a bunch of rich Kentucky horse racing breeders. That's not a great deal of money among wage earners today. The first issue that I see is competition for the public's leisure time and money. There are many horse organizations active and involved in promoting and marketing the horse.
Baby boomers have a good deal of discretionary income.
Many were involved in riding as children, and now have the income to become reengaged in horse riding. The HIA is doing their Saddle Up America program, the idea of promoting the generic horse. The suggestion that the industry needed such an initiative goes back many years. Until now, it never really came to pass, until about five years ago when a group met in El Paso, Texas. The next important issue is access to public lands.