The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Making Horse Cent$
1. MISSION | TO BE THE CATALYST FOR A PROSPEROUS COMMUNITY
2. History
Thoroughbred horsemen were originally drawn to
Marion County for
Ideal Climate
Soils rich in calcium and phosphorus
Rolling hills and picturesque landscape
Inexpensive land
In 1956, Needles the first Florida bred to win the
Kentucky Derby, placed Florida on the map
3. Economic Hoof Prints
2005 American Horse Council Impact Study: Florida
Total impact~
$5.1 billion impact on the Florida economy
$2.2 billion from Racing
$1.4 billion from Showing
$1.1 billion from Recreation
$490 million from other activities
4. Economic Hoof Prints
2005 American Horse Council Impact Study: Florida
Direct impact~
$3.0 billion impact on the Florida economy
$1.3 billion from Racing
$813 million from Showing
$633 million from Recreation
$298 million from other activities
5. Economic Hoof Prints
2005 American Horse Council Impact Study: Florida
Industry Participation and Employment
Involves 440,000 Floridians
105,600 horse owners
49,300 employees
285,100 volunteers
6. Economic Hoof Prints
2005 American Horse Council Impact Study:
Florida
Tax Revenue
$98 million in annual taxes
$35 million to state government
$37 million to local government
7. Economic Hoof Prints
2005 American Horse Council Impact Study:
Florida
Horse Population approximately 500,000 horses
207,500 Thoroughbreds
93,800 Quarter Horses
198,900 Other (registered & non-registered)
9. Thoroughbred Industry
Ocala/Marion County is home to more than 75% of
the Florida Thoroughbred industry
Foals
2011 Foal crop 1,565
2012 Foal Crop 1,642 +4.9%
According to the Jockey Club Statistics the only state to
show an increase
Second to Kentucky in number of foals born
10. Thoroughbred Industry
Breeding
Stallions are maintained to breed mares
Broodmares are cared for the duration of pregnancy
Foaling
Mares give birth and are cared for until weaning
Training
In the fall prior to their two year, horses are saddle and
prepared for the track
Horses from around the United States are shipped to
Florida to train (October-June)
Estimated 50% of a foal crop will race
11. Thoroughbred Industry
Horsemen needs
Employment agencies
Banking
Auto/truck service
Dry Cleaners
Rental properties for seasonal workers
13. FTBOA~ Florida Thoroughbred
Breeders’ & Owners’
Association
Dedicated to promoting Florida Thoroughbreds
Home to Florida Equine Publications
Multiple Advertising Avenues
The Florida Horse – Monthly
Wire to Wire- Daily
Horse Capital Digest- HITS Season runs January-March
Official publication for HITS Ocala
15. OBS ~ Ocala Breeders’
Sales Company
Six Sales per year
Multi-million dollar impact to our community
Attracts national and international buyers
The largest attended sales are 2 year old In
Training Sales (March & April)
16. OBS ~ Ocala Breeders’
Sales Company
2012 Numbers: (5 Sales)
Horses Sold 2,381
$82 million dollars
45 states/ US territories
13 Countries
17. OBS ~ Ocala Breeders’
Sales Company
Since 2010
Horses Sold 7,174
$219 million dollars
48 states
21 Countries
18. OBS ~ Ocala Breeders’
Sales Company
48 States and Territories
Alabama, Arizona, Arkansas, California, Colorado,
Connecticut, Delaware, District of Columbia,
Florida, Illinois, Indiana, Iowa, Kansas, Kentucky,
Louisiana, Maine, Maryland, Massachusetts,
Michigan, Minnesota, Mississippi, Missouri,
Montana, Nebraska, Nevada, New Hampshire,
New Jersey, New Mexico, New York, North
Carolina, North Dakota, Ohio, Oklahoma, Oregon,
Pennsylvania, South Carolina, Tennessee, Texas,
Utah, Vermont, Virginia, Washington, West
Virginia, Wisconsin, Wyoming, Puerto Rico and
Virgin Islands
19. OBS ~ Ocala Breeders’
Sales Company
21 Countries
Argentina, Barbados, Belize, Canada,
Dominican Republic, Ecuador, France, Italy,
Jamaica, Japan, Korea, Malaysia, Monaco,
Mongolia, Panama, Peru, Philippines,
Singapore, Trinidad, United Kingdom and
Venezuela
20. OBS~ Ocala Breeders’
Sales Company
Buyer Needs Hair Salons
Hotels Shopping
Restaurants Spa
Night Life Boutiques
Rental Cars Endless possibilities to
Dry Cleaning businesses that
Shuttle service to recognize their needs
airport
Rental cars
Auto/truck service
Fitness Facilities
22. HITS~ Horse Shows in the
Sun
Nine straight weeks of shows
National and International Competitors
Most exhibitors will stay the duration
Multi-million dollar impact on our total
economy
Shows run from Wednesday-Sunday
Exhibitor weekend starts Sunday
night
23. HITS~ Exhibitor &
Spectator Needs
Rental properties Locations
Restaurants Boutiques
Night Life Small Animal
Shuttle service to Veterinarians
airport Auto/truck service
Rental cars Golf carts /scooter sales
Doctors Fitness Facility
Dentist Endless possibilities to
Dry Cleaning businesses that
recognize their needs
Hair Salons
Banking
Shopping
Spa
Family Friendly
26. Florida Agriculture Center
& Horse Park
Estimated 15.1 million dollar economic impact to
Marion County
500 acre Park like destination
Offers a diversity of Family Fun events
Variety of Equine Events,
As well as BBQ Contest, Jack Russell races, Trail Rides,
Legislative Events, Concerts, Hero’s Rush and other
Family Centered activities.
Home to Equiventures Ocala Eventing Series
(Four show dates)
27. Florida Agriculture Center
& Horse Park
Exhibitor & Spectator Dry Cleaning
Needs Hair Salons
Restaurants Banking
Fuel Spa
Hotels Family Friendly Locations
Shopping Boutiques
Auto/truck service Small Animal Veterinarians
Rental properties Golf carts /scooter sales
Night Life Fitness Facility
Shuttle service to airport Endless possibilities to
Rental cars businesses their needs
29. Equine Veterinary Care
Facilities
3 Major, World Renown Equine Hospitals
1 Equine Sports Rehabilitation Center
Length of stay determined by level of care
needed
30. Equine Veterinary Care
Facilities
Horse owners will travel from across Florida
and the southeast
Client needs
Restaurants- coupons for customers
Hotels- partnerships with facilities
Fuel
33. Live Oak Invitational ~
Combined Driving Event
The crown jewel of the Driving Competition
Estimated 4,000-6,000 Spectators will attend this
three day event
Advertising Highlight through event program
Hotels
Restaurants
Shopping
Rental Cars
34. Live Oak Invitational ~
Combined Driving Event
Saturday, the Marathon Phase, is the most attended
Tailgate social atmosphere for all
World Class Show Jumping Friday and Saturday
Car show on Sunday
Great weekend of family fun!
36. Southeastern Livestock
Pavilion
Hosts an array of Equine, Livestock and Rodeo events
Exhibitors travel from across the State
2-3 day events
Exhibitor Needs:
Hotels
Restaurants
Dry Cleaning
Personal shopping
Fuel
37. Southeastern Livestock
Pavilion
Home of the Southeastern Youth Fair
The largest stand alone Youth event
Ten days of livestock shows/sales, rodeo
and home arts exhibits
Marion County 4H & FFA Members
Strong community supported event
Through program advertising, show
sponsors and animal purchases
39. Ocala Equestrian Complex
Hosts an array of Equine events
Exhibitors travel from across the State
2-3 day events
Exhibitor Needs:
Hotels
Restaurants
Dry Cleaning
Personal shopping
Fuel
41. Feed and Tack Stores
Feed companies mill feed in Marion County
OBS- Feed
Seminole Stores-distribute through out
the Southeast
Tack Stores
10 local stores
“Horsey Yard Sale”- Hosted by the Tack
Shack
42. Feed and Tack Stores
Ocala is the “Outlet Mall” destination for the
equine enthusiast
Day of shopping
Restaurants
Hotels
Fuel
( /)
(‘ ‘ )
**
43. Feed and Tack Stores
Customer Appeal~
Coupons through stores
Partnerships with major store events~
Clearance Sales
Yard Sales
Equine Wellness seminars