Most successful equestrian competitions develop their reputation and standards over many years. After all, it takes time to refine an offering and make it attractive to both competitors and spectators.
That’s why the transformation of the MARS Maryland 5-star event at Fair Hill, from its second year to its third, was an eye-opener when it ran last weekend. And it may get even better in 2024, with a push to allow betting.
“We want to continue to create more off-competition amenities, things non-equestrians want to come to,” said Jeff Newman, the event’s CEO. And that, naturally, includes gambling.
Jeff sees it as a real possibility and hopes it will happen as soon as next year.
“I think eventing is perfect for it,” commented Jeff.
“It’s something the sport needs. I think socially, it’s something that will help raise the bar and get more people out here.”
Terry Hasseltine, executive director of the Maryland Sports Commission, reported, “We actually are exploring that concept right now with our lottery agency in the state to figure out how we can introduce wagering or some type of betting into eventing, now that USEF and the FEI have put criteria (on sports betting) in for the athletes. Next year, you’ll probably see us moving toward some sort of opportunity. I just don’t know what it is yet.
“The racetrack (on site) will become operable this spring as well. With that happening, with pari-mutuel, prop (proposition) betting and all the things we have now with the lottery system in the state of Maryland, there are a lot more things we can do. It’s a revenue stream that will also bring out the novice spectator vs a seasoned equestrian spectator. It gives a little bit for everybody to be part of the opportunity.”
In its first two years, the event’s ambience outside of the competition seemed almost a bit sleepy after its debut as the USA’s second 5-star, following Land Rover Kentucky in the spring.
A 4-star event had run since 1989 at Fair Hill, on the former DuPont estate. But when it became a 5-star run by the Sports Commission and moved over to the Fair Hill Special Events Zone and the infield of the re-done racetrack, it emerged as a whole new ballgame.
The Fair Hill water tower rises above the showgrounds. (Photo © 2023 by Lawrence J. Nagy)
This year, they didn’t just boost it up a notch; the event itself seemed to be in a different category. It had a gloss and enthusiasm that wasn’t evident in its inaugural run, or even last year.
The goal “has always been 5-star across the board, not just the competition” said Jeff.
“The first year, 2021, coming off the pandemic, was just `make the event happen.’ Last year, we had a bigger focus on spectator experience. This year was learning from both those years and being able to create a better flow; more shuttles, more bathrooms. Just basic amenities. Then raising the bar in terms of the cosmetics, based on customer feedback as well.”
He credited Jake Cone, the new director of operations, with helping to “maximize the space and use the space as efficiently as possible, so our hospitality is a lot more accessible and certainly closer to the action.”
At the 5-star presentation ceremony, Jeff thanked the 700 volunteers who pitched in everywhere. Without them, there wouldn’t be an event.
The array of trophies and ribbons at the event, with the historic Fair Hill Bronze in the center. (Photo © 2023 by Lawrence J. Nagy)
The riders were effusive in their praise for the competition.
Great Britain’s William Fox-Pitt, who has won more 5-stars (14) than anyone else in the world, was making his first visit to Maryland and wanted “to tick this box” before retiring.
“It’s a wonderful venue, great arenas and fantastic ground. It’s very exciting to be at,” he enthused.
Oliver Townend, ranked number one in the world, cited the efforts of the sponsors and organizers, noting, “It’s a huge privilege for our sport to have another 5-star of this standard.”
After cross-country course designer Ian Stark “tweaked” a route that some had felt was too soft the first two years, Oliver was able to call it “probably one of the toughest 5-stars in the world. That’s what the sport needs to attract the riders from overseas. It’s really gone in the direction we hoped. It certainly hasn’t disappointed in any way, shape or form.”
Attendance was up, reaching 29,783 for 2023. The total was 25,207 for 2022 and 21,000 for its initial run in 2021.
Terry from the Maryland Sports Commission said the evolution of the event involved figuring out the grounds “and how we can do things from an operational perspective while keeping the horses and the riders safe.”
According to Terry, “The big question organizers had to answer was, “What can we do to make the experience for the attendee better and grander?’ We tightened some things up on the retail rows and had a few more sponsors come in (including presenting sponsor Brown Advisory), which gives it the ambience.
“Our goal here is to make this a bucket list event that everyone wants to come to, whether you’re in the U.S. or whether you’re abroad, and making sure the Maryland 5-star is front of mind when people make travel plans. Our goal here is to make this an experience everyone wants to remember for a lifetime.”
To help fans follow the action, they were able to buy a $15 FM receiver on a lanyard that rested comfortably on the ear. They got expert commentary for all three phases from U.S. eventer Sinead Halpin Maynard and British eventer Spencer Sturmey, both of whom did a wonderful job of explaining in detail what was happening.
Tim Gardner, a horse owner and member of the Fair Hill Organizing Committee, attended the famed Burghley, England, 5-star last month.
He didn’t hesitate to say, “This compares extremely well with Burghley.” While Maryland is not quite on the same level with Burghley’s “sensational retail sales,” he added, “we are in terms of the sport. And the amenities for the fans are absolutely the same.”
There was an abundance of trade stands, along with many more dining options on the Maryland grounds than in the past. Another feature involved lots of activities for kids, from a petting zoo to a crafts corner, Corgi racing, pony racing and even a leadline race.
Kids loved being up close to horses at the event. (Photo © 2023 by Nancy Jaffer)
There were other attractions that adults could enjoy, such as live music, vendors selling alcoholic drinks and the Hall of Champions where such legendary horses as Boyd Martin’s Neville Bardos and Phillip Dutton’s famous ride Mighty Nice were among those that the public could meet.
The idea of the evolving Maryland 5-star, said competition director Joanie Morris, is to “make it feel like a weekend out.”
There were 26 starters in the 5-star, but 46 in the 3-star that was held concurrently, as well as big numbers in Young Horse competition.
The question is, will the 5-star field grow appreciably and will it ever match the other divisions in terms of numbers?
“It’s a new event.” replied Joanie.
“The calendar’s crowded,” she pointed out, noting the European Championships were in August and the Pau, France, 5-star was the weekend after Maryland, while Burghley was only six weeks earlier.
“Bringing a horse to a 5-star, you don’t necessarily with most horses get that many chances to do it. I think people want to believe it’s a known entity before they do it. Now people really trust the footing; the standard of the cross-country is up from last year.”
She added “We’d like to have twice as many 5-star horses. But the reality is, if you look at numbers from some other 5- stars, there are only so many 5-star horses to go around. They can only do two a year at the most.”
But on the plus side at Maryland, in terms of the entries, “the quality is really good.”
Cross-country pathfinder Austin O’Connor and Colorado Blue went on to win the 5-star. (Photo © 2023 by Lawrence J. Nagy)
When she worked for the U.S. Equestrian Federation seven years ago, Joanie ran the bid process that awarded the competition to Fair Hill, although she wasn’t a voting member of the committee that made the decision.
Even so, she said, “it feels like it’s come a little bit full circle for me to be involved. It’s nice to see it come to reality.”
(To read all our stories from the MARS Maryland event, go to the masthead and click on “previous columns” to see five more.)
