IS IT STILL A DOG SHOW IF THERE ARE NO SPECTATORS?
area if the show returned to Madison Square Garden—in Feb- ruary. Attendance at these events is bolstered, of course, by the fact that they are promoted on network and cable television as well as on AKCtv. However, viewers of those celebrated events could be converted into ticket buyers at their local dog club’s show if only an invitation was extended during the broadcasts: “Be sure to visit your local show to meet some of the incred- ible dogs you’re seeing tonight!” How many people in Ohio and Oklahoma and Oregon would pay to attend a show if they knew they could meet the Westminster winner or see the dogs they cheered on to win over Thanksgiving dinner and during the holiday season? Opportunities still exist for increasing attendance at dog shows across the country—just as they do for increasing entries—but the general public needs to know that a show is being planned in their area. (People won’t show up to watch a dog show if they don’t know it’s happening—no matter how big the entry.) Most clubs certainly can’t rely on corporate sponsorships like those big-name events can, but they can’t rely on newspaper ads and roadside placards either. To get people to come to a dog show on a Saturday these days, a visit has to be more appealing than the thousand and one things people feel they need to do on a typical weekend. Going to a dog show needs to be more interesting than attending a soccer match or dance recital, playing video games, surfing the Internet, answering email, shopping for groceries, and sleeping in. The local dog show has to become an “attraction” again. Through the years, several clubs have successfully main- tained (or increased) entries at their shows thanks to innova- tive ideas that have made showing dogs fun again. (AKC has undoubtedly done its part to encourage participation by offer- ing additional incentives and rewards through NOHS, Grand Championships, and more.) This same inventive problem-solv- ing can be employed to bring back dog show visitors in num- bers that will benefit dog clubs in the short-term and improve everyone’s future (club members, exhibitors, breeders, puppy buyers, and purebred dogs!) in the long-run. To better encourage attendance at dog shows across the country, here are a few simple ideas that might prove effective: COMMUNITY One of the surest ways to hold a successful dog show is to create a community that’s invested in its success. This includes spectators as well as club members and exhibitors. When locals know ahead of time that an event is being planned in their area, they’re more likely to want to participate—if only to come out to see what it’s all about. ENGAGEMENT To reach the people in the community who are likely to visit a dog show, it’s essential to promote the event in a positive and appealing way. Engaging local businesses (especially groomers, feed stores, and pet supply companies) can influence people with dogs to come out and spend time with other dog people.
PROMOTION It has never been easier to reach large numbers of people than it is today, but it’s never been harder to separate a single message from all the “noise.” Using social media effectively to announce an upcoming show is critical. A scheduled delivery of posts leading up to the big day will remind community members to plan their visit ahead of time. SPECIAL ATTRACTIONS The goings-on at a typical dog show can seem confusing and, quite frankly, not particularly exciting to the average visitor. Spectators are likely going to want to participate in some way, so having a “Meet the Breeds” area or a Q&A session can enhance their visit. Similarly, give- ways, interactive games, and silent auctions will encourage community members to join in the fun. PERSONALITIES Many dog show visitors will enjoy the opportunity to meet local celebrities, politicians, and business owners. Having a meet-and-greet as an adjunct to a dog show could increase attendance and promote good will among community leaders whose partnership may ultimate- ly benefit the club and its members’ interests. PHOTOS OPS In the age of smart phones and selfies, clubs that are interested in attracting spectators (and growing their memberships) would do well to hire local photographers for their events. The images captured at a show can be used throughout the year on the club’s website and social media pages as well as in its promotional emails and e-blasts. TECH SOLUTIONS The use of current technologies is essential for dog club’s interested in increasing both membership and attendance. Cloud-based manage- ment solutions can personalize correspondence and reinforce engage- ment through messages, timely notifications and reminders, and user- friendly calendar links that say, “Good morning, there’s a dog show happening today!” For dog clubs looking to become the exception (and exceptional) instead of the rule, finding ways to increase both spectator attendance and show entries will be necessary to preserve the sport of dogs as we know it. Otherwise, we’re all just running in circles.
ABOUT THE AUTHOR Dan Sayers is a long-time member of the Irish Water Spaniel Club of America and the organization’s current AKC Delegate. He is a club- approved Breed Mentor and a former AKC Gazette Breed Columnist. He breeds under the Quiet Storm prefix and has judged the IWSCA National Specialty Sweepstakes twice. Dan is a member of the Morris and Essex Kennel Club as well as the Dog Writers Association of America, which recognized his illustrations in the award-winning canine compendium, the Encyclopedia of K-9 Terminology.
146 | SHOWSIGHT MAGAZINE, JANUARY 2024
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