State Sen. Jim Tracy (left) and Larry Lowman, Bell Buckle Chamber of Commerce president and Bridlewood Farm owner, stand with Margaret Parker of Nashville, who suggested the idea of keeping Tennessee Walking Horses at Gaylord Opryland. (T-G Photo by Rebecca King) [Click to enlarge]

A newly-released study commissioned by the Tennessee Walking Horse National Celebration reveals the world championship event provides an estimated $38 million economic impact to the regional economy.

The results were announced Tuesday morning at a press conference at the Gaylord Opryland Resort and Convention Center, along with an announcement by the Tennessee Walking Horse Breeders' and Exhibitors' Association (TWHBEA) and Gaylord Opryland of a long-term partnership to showcase the world-famous Tennessee Walking Horse near the main entrance to Gaylord Opryland in an attempt to expose millions of Nashville tourists to the breed.

The study, conducted by Sports Insight Group (SIG), a sport marketing consulting firm based in Murfreesboro, focused on three major areas: economic impact, demographic information and corporate sponsor recognition.

Trainer Jimmy McConnell (from left), Mayor Geneva Smith and Celebration CEO Ron Thomas pose with 2004 Grand Champion The Black Night Shade, who will be making a new home in the Gaylord Opryland pastures. (T-G Photo by Rebecca King) [Click to enlarge]

"This study affirms what we already believed," Celebration Chairman John T. Bobo said. "When you sell nearly a quarter-million tickets and people are coming in from over 40 states, you are going to have a major effect on the economy."

The $38 million estimated economic impact comes strictly from the two-week period at the end of August when the show, Tennessee's longest continuously-running event, is underway. When combined with an estimated $12-14 million impact of other year-round events that come to Calsonic Arena each year, the impact of the Celebration is over $50 million annually.

"We feel these numbers will open the eyes of a lot of people," Bobo said. "Sometimes, because we're tucked away in Shelbyville, people simply don't realize or can't quite grasp just how big the Celebration really is."

A sample of 1,000 Celebration customers were surveyed and 456 usable responses were collected, representing a response rate of 45.6 percent.

"Compared to the typical mail survey response rate, which is generally between 15-20 percent, the response by Celebration customers was very strong and provided a sound set of data to measure and analyze," Dr. Don Roy, SIG director of marketing research, said. "The Celebration has a committed customer base."

The 88-question survey revealed that 90 percent of Celebration customers had been attending the event for more than 10 years, 75 percent had been attending for more than 20 years and 32 percent had been attending for more than 40 years. More than 60 percent of respondents spent at least one night in lodging while attending the Celebration, and more than half of those surveyed were residents of other states.

Roy said the economic impact estimate of $38 million could be viewed as a conservative estimate because it only took into account direct spending.

According to the survey, respondents also indicated a strong affinity for Celebration sponsors, showing that customers understand and accept the important role that sponsorships play in the Celebration.

"Respondents' reported behaviors indicate that they support Celebration sponsors by purchasing their products or by telling others about them, which is a positive indication for both the Celebration and the sponsors, too," Roy said.

The Celebration's economic impact influences a larger area than simply Shelbyville and Bedford County.

"The Celebration has been rated a Top Twenty event for the 17th time in 18 years by the Southeast Tourism Society," Phyllis Qualls-Brooks, assistant commissioner of marketing for the state's Department of Tourist Development, said. "The TWHNC is a perfect example of how tourism can affect local and state economy."

And tourism is a strong focus for the TWHBEA and Gaylord Opryland, which have partnered to showcase the walking horse breed. Millions of travelers visiting Nashville and Gaylord Opryland will be exposed to six horses, 2004 Grand Champion The Black Night Shade among them, in their new resort home.

"If you grew up in Tennessee as I did, there was always a sense of awe of these animals," Allison Lanquist, senior manager of public relations for Gaylord Opryland, said. "Our goal is to tell the story of the Tennessee Walking Horse."

A viewing area constructed in the pasture near the Magnolia Lobby entrance will feature signage highlighting information about the history of the breed and TWHBEA. Special events and demonstrations will be scheduled at Gaylord Opryland each year to showcase the horses.

"We are extremely excited about our new partnership with Gaylord Opryland," Charles Hulsey, TWHBEA executive director, said. "It not only allows us the opportunity to introduce the unique qualities of the Tennessee Walking Horse to millions of people, but to do so in a tremendous setting."

Economic and Community Development Commissioner Matt Kisber and Agriculture Assistant Commissioner Joe Gaines also spoke at the conference.