The 17th annual Great Celebration Mule and Donkey Show will take place July 10-13 at the Tennessee Walking Horse National Celebration Grounds. It is one of the largest shows of its kind in the country. (Photo courtesy of TWHNC/Avalon) [Click to enlarge]

As mules begin their trek into horse country for the 17th annual Great Celebration Mule and Donkey Show July 10-12, show management is hoping spectators will come as well.

"We have really focused on driving attendance this year," said Chip Walters, public relations director of the Tennessee Walking Horse National Celebration, the organization that sponsors the mule show.

In doing so, show management, for the first time ever, has prepared a television spot on Charter cable in hopes of attracting Tennesseans to the family-oriented event. They've also sent out about 4,500 direct mailings inviting locals.

The show is known for its fun, laid-back atmosphere, and for having something for everyone to enjoy, Walters said.

Celebration officials expect close to 1,500 entries to compete in the three-day show that is projected to have a $1.5 million impact on the local economy this year, said Jimmy Burton, arena marketing manager.

The Great Celebration Mule and Donkey Show is one of the largest mule shows of its kind in the country, with the mule festival in Columbia and a mule show in Bishop, Calif., also ranking in the top three.

"Those are the top three in the country," said Ben Tennison, of Western Mule Magazine, one of the industry's premiere publications. "The Shelbyville show has some of the best gaited competition in the country and also some of the best draft competition."

The Columbia festival, held each April, is the largest event of its kind. The show in Bishop is distinct from the Shelbyville show in that it focuses on different divisions.

"You'll see all types of events, from the miniature donkeys up to giant pulling mules, and every size and shape in between," Walters said.

While the nature of the competition is taken seriously by mule enthusiasts, and the economic impact holds great value for the Bedford County community, one ingredient that's never left out of the event is good, old-fashioned family fun.

Unlike most of the Celebration horse show, where horses are often shipped in and out of the grounds on a daily basis -- horses are often kept at local barns -- mule show participants actually move into the grounds and set up camp.

This year, show organizers have a full slate of activities for exhibitors to participate in during their stay at the show grounds, starting with a miniature parade, which will be held Wednesday, July 9.

Prior to the parade, Celebration association members, about 40 people who provide the manpower to ensure Celebration events run smoothly, will host a cookout for show goers. The parade will begin at 7 p.m. following the cookout.

The parade will start at the Calsonic Arena entrance area, move a short distance down Madison Street, and re-enter the grounds at the main Celebration entrance, through the Celebration arches.

Walters suggested spectators stand in the former Bi-Lo parking lot or behind the grandstands near the show office to view the parade.

On Thursday night, the show will host a watermelon cut. A dinner, catered by Whitt's Barbecue, will take place on Friday.

The Great Celebration Mule and Donkey show features classes day and night on all three days. More than 25 states will be represented in a variety of different events.

Ticket prices are $6 a day for adults or $15 for a three-day pass. The cost for children, ages 7-12, is $3 a day and children under 6 are free. Tickets will be available for purchase the day the show begins.