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What's in a Name…Or a Plan…Or a Brand?

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What's in a Name…Or a Plan…Or a Brand? CALIFORNIA DRESSAGE SOCIETY FEBRUARY 2017 V. 23, I 2 What’s in a name…or a plan…or a brand? by Connie Davenport International Council Report). If you are a United States Equestrian Federation (USEF) member, you Rebranding has not been the only recurring theme. In 1999 through are being e-blasted about the 2017 rebrand of our National Governing Body 2006 there were way too many closed meetings. Adding insult to injury, (NGB). This is not the first such rebrand, and I suppose it will not be the the meeting would be indicated as open on the schedule but then when last. If you are not a member because you do not compete, I you arrived at the room, the closed sign was out. It had been recommend the new $25 “Fan” membership as it will keep very frustrating because the committees met telephonically you in the loop and give access to good educational materials all throughout the year, with ample opportunity to discuss in the Learning Center. sensitive subjects, so to block interested members at their only I started attending Conventions of our NGB in 1999, opportunity to observe was really irritating. From 2006, due to despite comments that it would not be worth the time or intervention by the CEO and President, the situation improved, money. Surprisingly, I found it interesting in a “what are but was not perfect. At this year’s Convention, under the you doing to us now” sort of way and therefore have put it heading of “be careful what you wish for”, our US Equestrian on my calendar since. When preparing this year’s article and decided to limit severely the number of committees that meet in an effort to understand the changes, I dug out the previous at the Convention and they cancelled four committees entirely articles as I think it is time to do a bit of the “déjà vu all over (Competition Secretaries, Marketing, HR & Compensation, again” analysis. (I did miss the Convention in 2006, 2011 and Continuing Education). Vaulting and Para Equestrian were 2010, but enjoyed coverage by Maureen Van Tuyl and Melissa the only FEI disciplines to meet at the 2017 Convention. As Creswick.) for the rest, we will not have any idea of what the rascals are up There are recurring themes. to, unless someone on the Council that monitors them tattles. Did I mention rebrand? From 1999, and probably before, Since 2005, the Convention has been held in there was a contentious effort to designate American Horse 1993 Lexington, KY with an occasional foray to nearby Louisville, Shows Association (AHSA) as the official NBG to the Federation Equestre KY or Cincinnati, OH. One of the things that I most enjoyed prior to 2005 Internationale (FEI - world governing body for horse sports), the problem was that the meeting moved around the country, thereby exposing the being that AHSA was recognized as the governing body in the United States organization to different parts of the membership, some of it entertainingly but the United States Equestrian Team (USET) funded and developed the vocal. 1999 was St. Louis and we never left the hotel, glued to the USET/ teams that represented the USA in international competitions. As far as the AHSA NGB squabble. Las Vegas hosted the next year, with no change in rest of the world was concerned, the NGB must be autonomous and the emphasis (gazillions of Rule changes and ongoing NGB fuss). Memorably, contractual agreements between AHSA and USET did not meet that test. the walk from the hotel to the meeting rooms was a quarter of a mile This topic dominated both discussion and atmosphere until 2003. It was (someone measured). By 2001 we were cheerfully in Colorado Springs and always that elephant in the room. In 2001, I noted that the United States the USET/AHSA situation had risen to the level of hostilities, making us Olympic Committee (USOC) would no longer allow AHSA to hand over wonder if flak jackets would be a good idea. 2002 saw us in Charlotte, NC to the USET the financial and logistical support for teams to represent the and a United States Olympic Committee (USOC) mediator was present to USA. Although the word brand was not used, around 2003, the name of help with the AHSA/USET separation. ‘Nuf said? We were in Lexington the NGB was changed to USA Equestrian, the NGB priorities were shifted in 2003 and then in 2004 Los Angeles was our destination. Louisville, and eventually the USET Foundation took responsibility for fundraising Cincinnati, Colorado Springs and Los Angeles all offered hotels that are for the international teams. During this period, the division of labor into historic treasures, helping to make the trip worthwhile. In 2019 the road International, National and Administrative Departments was instituted. show is returning, with Palm Beach anticipated to be the location for the The USA Equestrian brand lasted until 2004 when USEF emerged as Convention; time will tell if this is a return to the traveling road show or the brand, the thinking being…oh, heck, I don’t know and this lasted until simply a convenience for some other reason. January 2017 when US Equestrian, in several permutations, was adopted. Sometimes it appears that with every change of leadership a new plan And…the logo was changed throughout this period, culminating in the emerges, but I do not know if that is always the driving force. Certainly the current simple design. AHSA/USET fuss was thrust onto the organization, forcing a restructuring In 2014, as part of another rebrand/strategic plan emphasis, there was that might not have occurred otherwise. Later changes appear to be more another major overhaul of the governance, with the Board of Directors homegrown but no matter the source, we all need to pay attention as this reduced to 19 from 54. Committees were to report to the Council (National, organization defines what we do, in conjunction with our affiliate, United International, Administrative) to which they were attached, the Council States Dressage Federation. As you read the article about this year’s was to evaluate and act on the Committee recommendations, and then the Convention, please keep this in mind and remember that although US Council was to report its decisions to the Board. This system seems to be Equestrian can by no measure be described as “nimble”, it can, and has, working, although there were some “issues” addressed this year (see the adjusted to the needs of the membership and the times. US EQUESTRIAN byCONVENTION Connie Davenport Disclaimer: As usual, this article is my opinion and mine alone – well not really, as I know there will be folks who agree with me - but it is not the stated opinion of CDS or any other organization. I thought I was headed to the USEF Convention in Lexington, KY on Tuesday, January 10, 2017 but it turns out I was at the US Equestrian Convention – renamed, rebranded and reenergized. Although I usually offer a travelogue at this point, there is nothing to report because the flights in both directions arrived early, hopefully a sign that my flight karma is 1998 improving. The meeting structure was very different this year, with a few committee and specific topic meetings interspersed with Town Halls and General Some are excellent, the companies are very careful of ingredients and Sessions. Ignoring the order in which they occurred, I will deal first with test the product prior to shipping. Others, not so much. His hint to the some of the meetings. unsuspecting public is to be skeptical. Having been entertained to Dr. RULES: In 1999, we were subjected to reviewing 500 or so rule changes. Schumacher’s general animus toward supplements for several years, I think It took a full day, as I recall. This year, President Bill Moroney offered we can assume that the Drug/Medication program will continue to monitor just five for our consideration, drawing our attention to the following as supplements very carefully. items that are of general interest: anniversary date renewal, mandatory LICENSED OFFICIAL COMMITTEE (LOC): This 34 member necropsy, allowing the Horse of the Year awards to be held apart from the committee oversees the licensing of the Officials that service the industry. Convention, a requirement for education of Managers, and a tweak of the Their meetings are confidential but they did allow a half hour to tell us what Farm Membership requirements. Of these changes, the necropsy rule was they do. As has been the case in the past, it is apparent that they are not perhaps the most discussed and will be covered in later meetings. Please especially open to questions. look on the USEF website to inform yourself on the changes passed by the The LOC Annual Report had some interesting information in reference Board, as there are some that will be in play prior to December 1. to dressage in 2016: the number of Dressage Technical Delegates declined DRUGS/MEDICATIONS: Who would have thought that one of my from 92 to 88(-4.35%); Dressage ‘r’ Judges declined from 80 to 76(-5%); favorite meetings is always the one that deals with blood and urine. Dr. Dressage “R” Judges increased to 67 from 59 (+13.56%); and Dressage Steve Schumacher gave his yearly summary slide show and, without going “S” Judges declined from 114 to 112(-1.75%). Although a number of into detail, I can assure you that they keep explicit track of the number of possible reasons were offered for declines, it did not seem that anyone was tests, the number of tests per zone, number of tests per breed, days tested, worrying nor was there any discussion of previous years’ concerns about samples per day, samples tested per year (16,395), expenses per sample, the “greying” of the Licensed Officials.
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