hunt demographics

[JenHunt]

Ok, just a bit of a brain storm going on....

Our hunt has a few kids, a few teenagers, then OH and I (late 20's early 30's) then the vast vast majority of the hunt membership is made up of 40 & 50 somethings, with a few 60 and 70 (and even 80 ) somethings. Is your hunt similar in demographic?

There are hundreds of riders in the area in our age group, just that none of them hunt. Our sub isn't that high (family sub next season will be £560 - cheapest option married/co-habiting couples with or without kids. Plus £10 field money). Our social scene is great. We're easily accessible for 90% of meets from the main roads. We're one of the friendliest hunts you'll come across.

So where's the problem?

How do we attract younger adults to the hunt, and into the membership?

All ideas gratefully received!

 

[combat_claire]

We formed a Young Hunt Supporters Group 2 seasons ago, it was aimed at anyone from early teens up to age 30. We formed a committee that mirrored the structure of the the main hunt supporters to feed ideas back to the seniors. We have also organised events that appeal more to the younger generation, raise a bit of cash for the hunt, host a meet and help out at senior events.

Touch wood, everything seems to be going well and we now have a core of around 10-20 members who are being encouraged to gradually take on responsibility around the hunt.

 

[Maesfen]

Same as Clare. Our YHSC parties are legendary with themes like Fur & Feather or Leather & Lace and everyone gets their school and college mates to go; they raise a lot of money and interest. It's not just the hunting ones you want but the outsiders who 'might' become more interested as everything needs new blood.
Same go for our XC rides; get the happy hackers in as many enjoy it so much they want to try hunting too.
Give your teenagers a bit of responsibility, make them see the work that goes into running the country, there must be ways to get them to want to help like fence making and stuff. Make it fun so they want to be included.

 

[oakash]

Hmm..do I detect a little 'separate world' mentality here, I wonder? JenHunt, to many riders, I suspect that £500 to £600 sub, plus field money - say another £200 per season = represents a lot of money, bearing in mind that a horse is being kept as well.

I have always taken the view that hunts need to keep up with the times, and realise that there are NOT lots of people sitting out there with private incomes and time on their hands.
Subscriptions need to gather in all those people who ride but don't hunt, and the way to do this is to be competitive with subs - a couple of hundred pounds a season overall would, I suggest, bring in many more people. What do others think?

 

[outandabout]

I agree, to a point - I have been hunting a couple of times this season for the first time and loved it! I am considering subscribing next season but the expense is putting me off. I just about squeeze into a discounted rate (U25s) but it is still a large expense given that I probably won't be out for more than a few hours each time - and what if my horse is out of action for much of the time, as he was this year? Several hundred ££ down the drain!

What about offering a discounted rate to young people who want to get involved in helping the hunt? For example, I would happily give some of my free (no pun intended!) time over the summer and throughout the season to help in exchange for a discounted rate.

In terms of getting people to go out at all, how about more and more widely publicised newcomers days?

 

[juventino]

I own a marketing agency so work on problems like this fairly frequently, though not specifically on hunts.

I suspect the problem might be perception of your hunt from your target audience. If any potential riders understand your hunt to be frequented by the age ranges you describe then the attraction of a social scene won't be appealing to them. Equally, as someone said here, the cost of subscription might be too high for them.

Do they know you exist?
If they know you exist, what do they think of you? Have you asked them? What's their perception of you?
Have you marketed the hunt to that particular socio-demographic?
What does your website say about you?
Have you thought about promotional deals to entice new riders in to the hunt?
How about local media, livery yard, equestrian retailer and riding school relations?

I can give advice if you like. PM me.

Ok, just a bit of a brain storm going on....

Our hunt has a few kids, a few teenagers, then OH and I (late 20's early 30's) then the vast vast majority of the hunt membership is made up of 40 & 50 somethings, with a few 60 and 70 (and even 80 ) somethings. Is your hunt similar in demographic?

There are hundreds of riders in the area in our age group, just that none of them hunt. Our sub isn't that high (family sub next season will be £560 - cheapest option married/co-habiting couples with or without kids. Plus £10 field money). Our social scene is great. We're easily accessible for 90% of meets from the main roads. We're one of the friendliest hunts you'll come across.

So where's the problem?

How do we attract younger adults to the hunt, and into the membership?

All ideas gratefully received!

 

[Happy Hunter]

I'm one of those. Next year I am trying to save 400quid for mare and I to have some fun.
However I have to rely on Mum for transport, and book holiday off to get to the best mid week days.
and pay for the horse.
and we usually only last 3hrs maybe 2 or 3 times a month. So Sept - March - Assuming I get out as much as possible - its 10per hour. for me and the under 25's sub.
(still worth it in my eyes!)


I would love to swap some summer time for days out.
Maybe its because us Younguns are away at University more? or climbing the career ladder is time expensive?

 

[VoR]

Think about what you'd pay for an hour lesson then divide what you pay to hunt by the hours hunting and it isn't that expensive! The cost of keeping you horse is irrelevant as you pay that regardless.

You could say that in a lesson you are learning new stuff, but your horse will learn plenty in the hunting field.

 

[Rambo.]

I've just turned 19, and am often one of the youngest out. There may be a couple children, but very rarely is there anyone else my age, most people are 30+

 

[tootsietoo]

From my experience, I would say the problems with hunting for the 20-30ish age group are:

Money

Time

So maximum flexibility with subs would help a lot I think to get more people out more. I think it is inevitable that the 40-50ish age group will always be bigger, as they are the ones with more time and more money! Children growing up, jobs perhaps more flexible and more lucrative! The only reason I managed to hunt in my twenties is that I lived in an area where the sub was (just) affordable for me at £450. If I had lived where I live now I wouldn't have been able to hunt!

For the people who ride but who have never hunted, I guess it's all about promotion to get people out, and then being very welcoming when they are.

 

[Happy Hunter]

Think about what you'd pay for an hour lesson then divide what you pay to hunt by the hours hunting and it isn't that expensive! The cost of keeping you horse is irrelevant as you pay that regardless.

You could say that in a lesson you are learning new stuff, but your horse will learn plenty in the hunting field.

Oh yes definatley worth it - My horse has learned a heck of a lot!!!
But the price arguement stands - I havent included Diesel, Mum's time (admittedly free to me!) Cap, or time off work.

I think mostly its the time off work that is the most 'expensive' for me

 

[JenHunt]

thanks folks, that's more or less where we'd got to.

I like the idea of reduced rates for those who put in time over the summer with building jumps etc! I'll see if I can put a proposal together for that one!

VoR - I totally agree, we worked out that on last years subs, (excluding field money) someone who had the time and horse power to get in a full season would be paying less than £7 per day, so £17 including field money! Which is not a lot when you think you could spend £30 per lesson a week! Some people would spend more on cigarettes a week than our sub amounts to!

we are well known in the area for being the most friendly, welcoming hunt. I suspect the local demographics don't help as it's national park, York, Thirsk etc which are never cheap places to live, and aren't near to centres of employment.

Juventino - I shall PM you, that would be great, thank you.

Oakash - if riders can't afford a full sub, or don't know how many days they'll be able to take, our secretary has details of 3, 6, 10 or half subs (one day per week). The idea being to encourage newcomers, those with young horses, riders who perhaps work shifts etc to come and have a go, but it equally helps to keep those on lower incomes involved. I'm one who buys a ten day ticket, and if by christmas we're using those up I'll stump up the rest for a full sub.

I think newcomers days need to be carefully thought out. IMO too many newcomers days comprise the huntsman talking for half an hour about ettiquette, how the hounds work, and what the horn sounds mean, followed by a charge round a few fields and jumps. Surely, they will be more likely to come along and enjoy their hunting if we can show newcomers how supportive we are of them: how we can help them avoid the "risk" they think hunting represents to their horse (fitness, feeding, schooling etc), and yes, include the ettiquette and pomp and circumstance that we all love about it, but as passion for tradition rather than stuffy pretentiousness, perhaps talk about boots and martingales and other tack options for controlling and protecting excited horses. If we then followed this up with small groups going with the huntsman as he takes hounds around a covert so they can watch the hounds work, before going on to have a canter around a field, over a few jumps etc.
this way they would leave thinking that we have a lot they could learn, that we appreciate their concerns, that we're not just out to get drunk and jump huge hedges and that we're not a bunch of toffee nosed so&sos.

A YHSC sounds like a good plan too... will have a think on that as well!

 

[LizzieJ]

I have to hunt 17 days to make it worth while paying a sub and as I only have one horse to hunt, work full time and have no transport (I can hack to 90% though) I don't. Tbh I can't afford it - £40 for a days hunting is a lot of money to me and most people around here my age. I wonder if VoR actually hunt with the same pack as I do but hunting here is very cheap compared to lots of places I know but most people my age or a bit younger that I know round here don't actually have lessons that often either - they rely on discounted riding club rates mostly! My mare's shoes won't last two days hunting either so that is say another £35 on top for each day I go out. I didn't miss a week cubbing but have only done 9 days since opening meet purely due to the cost and I know several in the same situation (some of whom have to also pay for child care on hunting days too).

We've also had some meets changed last minute that haven't been communicated well so some of us missed some days then too

I think it's that time between parents helping out and finally earning enough to do it really that by definition tends to be those in their 20s and 30s.

 

[arizonahoney]

My local hunt goes out weekdays and every other Saturday - it'd be easier if they went out a bit more at weekends, otherwise you end up having to take a fair few days of holiday.

Subs / caps are quite high, but I can live with / understand that.

As a newbie, it'd be great to have a mentoring scheme where someone with a steady horse could keep an eye on you. I know that that sounds a bit structured, but out on the hunting field, people can tend to clump together with people they know, leaving the newbie sweaty palmed and wrestling with an excitable horse on their own (this may not be the case everywhere though!)

 

[VoR]

people can tend to clump together with people they know, leaving the newbie sweaty palmed and wrestling with an excitable horse on their own (this may not be the case everywhere though!)

You are right that people group with people they know, but certainly our hunt looks out for and after new faces, we are pretty small so need all the followers we can get!!

 

[tractor]

Just a quick suggestion for anyone that has to pay for childcare so they can hunt - some of our hunt mums "pool" the children - ie mum A has a car full of four kids one week one, mum B, C, & D hunt, the next week mum B has the kids, mum A, C & D hunt....hope that makes sense?

There is usually a picnic involved, the kids have a whale of a time, the mums get to hunt and even the mum in the car gets to follow on foot. The kids all develop the desire to hunt, they love their hunting, once they are old enough to ride they have a ready made gang of mates to ride with.....and the mums get to hunt every week!

Oh, and PC camps are always good for drumming up young 'uns - we had a mock hunt on foot at camp one year, it was hilarious!

 

[tootsietoo]

That's a really good idea Tractor, although I don't think I'd fancy my chances trying to follow on foot/car with a car full of pre-schoolers! A bit older maybe, but then they're at school anyway, or on ponies or with non-hunting dads at weekends.

I'm definitely going to do something like that though with a group of friends on winter tuesday afternoons when they are at school.

 

[Herne]

Hmm..do I detect a little 'separate world' mentality here, I wonder? JenHunt, to many riders, I suspect that £500 to £600 sub, plus field money - say another £200 per season = represents a lot of money, bearing in mind that a horse is being kept as well.

I have always taken the view that hunts need to keep up with the times, and realise that there are NOT lots of people sitting out there with private incomes and time on their hands.
Subscriptions need to gather in all those people who ride but don't hunt, and the way to do this is to be competitive with subs - a couple of hundred pounds a season overall would, I suggest, bring in many more people. What do others think?

50 subscribers paying £600 will bring in 30 grand.

You would need to get 150 subscribers at £200 to make the same income, which seems unlikely.

In addition, of course, if it did, your hunt would then have three times as many horses out per day, make three times as much mess and be three times more likely to upset the farmers. Too many subscribers can be a burden as well as a boon, which is why some of the packs with the best countries actually have waiting lists.

Sadly, nothing is ever as easy as it might seem.

 

[Herne]

There are hundreds of riders in the area in our age group, just that none of them hunt. Our sub isn't that high (family sub next season will be £560 - cheapest option married/co-habiting couples with or without kids. Plus £10 field money). Our social scene is great. We're easily accessible for 90% of meets from the main roads. We're one of the friendliest hunts you'll come across.

So where's the problem?

It is a problem that every hunt comes across. Kids stay withit during Pony Cub / Teen years. Then they go to University, discover Boys/Girls, pubs and clubs, then they get their first jobs / cars / mortgages. Then they move around different areas with different jobs. Then they get married and have kids and THEN they settle down and get back into hunting.

Unless you live in a very good hunt country, where you get guaranteed thrills and spills every day, hunting does not offer the same guaranteed bang-for-your-buck as other equestrian sports, which is why they hold a higher percentage of their young following.

Show jumping, for example, would have a similar tail off in the enthusiasm of the young if one in three times you went in the ring you found that there were only cavalettis. X-country enthusiasts would be less gripped if, every other time they went, the course had been ploughed and they all had to trot in single file through the gates because the jumps were wired up.

How do we attract younger adults to the hunt, and into the membership?

What Combat_Claire said…

 

[Maesfen]

50 subscribers paying £600 will bring in 30 grand.

You would need to get 150 subscribers at £200 to make the same income, which seems unlikely.

In addition, of course, if it did, your hunt would then have three times as many horses out per day, make three times as much mess and be three times more likely to upset the farmers. Too many subscribers can be a burden as well as a boon, which is why some of the packs with the best countries actually have waiting lists.

Sadly, nothing is ever as easy as it might seem.

Spot on and it also depends a lot on whether you are in an arable of livestock/dairy country; the latter usually being the ones that won't want too many, too often.

 

[ClobellsandBaubles]

i am young and have been looking for a friendly hunt nearish to me for next season and what i have found is that unless you know about the hunt they are quite hard to find (or is it just me) and website-wise there either wasn't one or it was at least 3 years out of date which doesn't instil confidence in a nervous newbie maybe advertising the social events etc. in more places where young people go facebook, twitter, good website ....

 

[LizzieJ]

Cloball, sadly information is not so readily available anymore because of the threat from sabs Gone are the days that meets were advertised in the local papers along with all other events, you do need to contact the hunt secretary and even then it can be quite difficult if you're not known by anyone in the hunt.

 

[Starbucks]

Rockwood - not many members at all and those were a bit of a mixed bag, 40s, 50s, 60s, kids and teens. Lots of visitors (cheap)

Meynell - mainly older 30's, 40's and 50's plus kids I'd say. Not many people my age in either.

Maybe we've skipped a generation? I'd say in 20's/30's people are building families/buying houses/maybe doing more competition stuff with their horses?

 

[tractor]

Just one other thin gto bear in mind - most hunts rely on the subs to keep the hunt running for the next season - we are a small hunt, with only one full time employee (Huntsman), yet our outgoings are around 70k per year. That's a lot of subs.....

Subs are high in most cases, but everyone can help by attending fundraisers when at all possible - they are usually good fun, and make a ton of money - and usually include everyone not just those who ride, thus meaning that they make more money so the subs can stay lower for longer.....

Hope that makes sense!

 

[combat_claire]

i am young and have been looking for a friendly hunt nearish to me for next season and what i have found is that unless you know about the hunt they are quite hard to find (or is it just me) and website-wise there either wasn't one or it was at least 3 years out of date which doesn't instil confidence in a nervous newbie maybe advertising the social events etc. in more places where young people go facebook, twitter, good website ....

We must be uber cool. We have a Facebook page and have done for several years, which has proved an excellent way of publicising our social events. Both packs that I am involved with have websites which are regularly updated and are easily found via google.

If you are really struggling to get in touch with your pack try: www.mfha.co.uk or www.bailyshuntingdirectory.com