The Kentucky Experience
The Kentucky Experience at the 2010 Alltech FEI World Equestrian Games
Disciplines: Strategic Planning, Publicity, Event Execution, Graphic Design
Objectives:
More than 500,000 people from around the world attended the Alltech FEI World Equestrian Games at the Kentucky Horse Park in Lexington, Kentucky, September 25 – October 10, 2010. As the event was being planned, Kentucky officials wanted to provide guests an on-site opportunity to experience the attractions, products and entertainment that make Kentucky unique. The rationale was that if visitors could sample the opportunities Kentucky offers, they’d visit these locations in person.
Strategies:
The Kentucky Cabinet of Tourism, Arts and Heritage called upon New West to conceive, design and create The Kentucky Experience, a “Mini World’s Fair,” focusing entirely on all things Kentucky.
New West worked with the Cabinet to:
- Develop sponsorship packages, including a “vision video” to completely fund the attraction
- Research, design and manage the construction of the exhibit structure and layout
- Create and design the interior of the exhibit
- Develop and maintain the Kentucky Experience website
- Conduct the publicity efforts surrounding the exhibit
Outcome:
The Kentucky Experience was featured in dozens and dozens of national and local media outlets during and after the Games. Visitors enjoyed 25,000 square feet of exhibition space which included the following:
- The Welcome Center, where guests were informed of all the events throughout the Horse Park each day;
- The Product Pavilion where visitors sampled and watched bourbon and wine being made and purchased Kentucky-made foods, arts and crafts;
- The Exhibit Pavilion where each of the state’s nine tourism regions featured unique displays; and
- The Entertainment Pavilion where visitors enjoyed non-stop music, dance and other performances by Kentucky entertainers.
While statistics are being gathered, anecdotal evidence shows interest in, and travel to, various attractions in the Commonwealth increased after this event.
For more information and images please visit The Kentucky Experience website:
www.TheKentuckyExperience.com.
