The Brief
Create an arena format for the Liverpool International Horse Show that keeps equestrian sport at its core, while introducing a more structured, high-energy evening experience. We saw an opportunity to apply the blueprint of our live indoor events within a different environment – creating something new for the sport during the winter season.
The Challenge
This was a different arena environment to our usual work. While equestrian expertise was available, the challenge was applying our approach in a way that respected the sport, without compromising the energy and structure we wanted to introduce. All whilst managing the challenges we know of putting on a live event indoors.
Our Role
This is our event, so we led the concept, creative and full delivery, taking ownership from initial idea through to live show. We were responsible for the full event ecosystem- from arena design, staging and show production through to marketing, ticketing, content capture and audience experience.
Delivery
The event combined international competition with a structured, high-energy evening programme, introducing a new format to the equestrian calendar.
The show ran successfully over multiple years, with strong ticket demand and sell-out nights, evolving with each edition through learnings in production, programming and audience engagement. It also created valuable content for riders and partners, extending the impact beyond the live event.
