Upperville Colt & Horse Show

What Upperville Colt & Horse Show does

The Upperville Colt & Horse Show is a private non-profit organization founded in 1853 in Upperville, Virginia, that produces an annual week-long hunter and jumper equestrian competition recognized by both the FEI (CSI 4* rating) and US Equestrian (Premier Hunter Jumper Level 6). The 173rd edition is scheduled for June 1-7, 2026, and is believed to be the first horse show held as a separate entity on the American sporting scene. The organization's core product is the annual event, supplemented by sub-products including the Grafton Hunter Show division, the Wall of Honor recognition program, the 1853 Club membership program, and the NEIGH-bors Helping NEIGH-bors community initiative.

Revenue is generated through four primary streams: spectator admissions and ticketing for the week-long show, exhibitor fees from riders competing in hunter, jumper, and equitation classes, corporate sponsorships (with Mars Equestrian serving as the presenting sponsor alongside 60+ other partners including Lugano Diamonds, Salamander Middleburg, MARKEL, Delta Air Lines, and RBC Wealth Management), and merchandise and commemorative brick sales via the online store supporting the Jump In! Capital Campaign. The 2026 show features a $200,000 FEI CSI4* Upperville Jumper Classic won by Daniel Bluman on Hummer Z and a $30,000 Salamander Collection Upperville American Standard Grand Prix won by McLain Ward on Supersox ter Ledonck.

The organization operates from show grounds at 8300 John S. Mosby Highway in Upperville, Virginia, with a mailing address at P.O. Box 239. It serves four primary customer segments: equestrian exhibitors and riders (professional and amateur), spectators and the general public, corporate sponsors seeking access to an affluent equestrian audience, and on-site vendors. The go-to-market motion is event-driven, concentrating revenue and customer acquisition into one week per year. Marketing is conducted through the website, Facebook, Twitter/X, Instagram, press releases via a media center, live streaming, and earned coverage in equestrian publications including The Chronicle of the Horse, Sidelines, Elite Equestrian, Equestrian Living, and The Plaid Horse.

Name

Upperville Colt & Horse Show

Legal name

Upperville Colt & Horse Show

Website

https://upperville.com

Company type

Private

Founded year

1853

Operating status

Operating

Headcount range

1–10 employees

Short description

The Upperville Colt & Horse Show is a private non-profit founded in 1853 that organizes an annual FEI/CSI 4* rated and US Equestrian Premier Hunter Jumper Level 6 equestrian competition in Upperville, Virginia, serving professional and amateur riders, spectators, corporate sponsors, and on-site vendors.

Ownership category

akta.pro rank

Product category

Equestrian Events

NAICS

Racetracks (711212), Other Spectator Sports (711219)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Equestrian & Rodeo Facilities (MPAKAEAM)

akta.pro secondary industry

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG)

Keywords

• Equestrian competition
• Horse show events
• Hunter jumper classes
• Equestrian event management
• Equestrian sports

Headquarters

HQ city

The Plains

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. Event Attendance & Spectator Revenue: Revenue generated from spectator admissions, ticketing, and event attendance for the week-long horse show.
2. Exhibitor Fees: Fees collected from horse exhibitors participating in various classes including hunter, jumper, and equitation divisions.
3. Corporate Sponsorships: Partnership arrangements with sponsors including Mars Equestrian as presenting sponsor, providing significant revenue and in-kind support.
4. Merchandise & Commemorative Brick Sales: Sales from the online store and commemorative brick donations supporting the Jump In! Capital Campaign.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

The Upperville Colt & Horse Show organizes a one-week annual FEI/CSI 4* rated and US Equestrian Premier Hunter Jumper Level 6 classified hunter and jumper equestrian competition held in Upperville, Virginia. The event features hunter, jumper, and equitation classes across multiple divisions, prize money competitions including the $200,000 FEI CSI4* Upperville Jumper Classic and the $30,000 Salamander Collection Upperville American Standard Grand Prix, and accompanying spectator, sponsorship, and vendor programs. Founded in 1853, the show sells spectator admissions, exhibitor entry fees, corporate sponsorships, vendor booth space, and merchandise to support its non-profit mission.

Product overview

Upperville Colt & Horse Show is a single-product equestrian event offering — an annual premier hunter and jumper competition held in Upperville, Virginia. The main show runs annually (June 1-7, 2026) and is FEI/CSI 4* rated and US Equestrian Premier Hunter Jumper Level 6 classified. The portfolio includes the core competition event, the Grafton Hunter Show as a specialized hunter division, the Wall of Honor recognition program, the NEIGH-bors Helping NEIGH-bors community initiative, and the 1853 Club membership program. The event traces its origins to 1853, making it one of the oldest horse shows in the United States.

Differentiator

Problem solved

Functional benefit

Products and services

• Upperville Colt & Horse Show Annual FEI/CSI 4* rated and US Equestrian Premier Hunter Jumper Level 6 classified hunter and jumper competition held in Upperville, Virginia. Includes the $200,000 FEI CSI4* Upperville Jumper Classic, the $30,000 Salamander Collection Upperville American Standard Grand Prix, and hunter, jumper, and equitation classes for professional and amateur riders.
• Grafton Hunter Show A hunter-specific division associated with the Upperville Colt & Horse Show, focused on hunter-type horses and equitation classes for exhibitors.
• 1853 Club Exclusive membership club tied to the Upperville Colt & Horse Show, offering members special access and recognition associated with the historic 1853-founded event.

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered flagship, minor and core.

• Mars EquestrianflagshipGTM or Marketing PartnerPresenting sponsor of the Upperville Colt & Horse Show. Logo featured prominently on the official show logo and marketing materials.
• BuckeyeminorGTM or Marketing PartnerFeatured sponsor in the equestrian nutrition category. Logo displayed on sponsor page.
• NutrominorGTM or Marketing PartnerFeatured sponsor in the dog food category (natural dog food). Logo displayed on sponsor page.
• Ethel M ChocolatesminorGTM or Marketing PartnerFeatured sponsor providing chocolates. Logo displayed on sponsor page.
• American Heritage ChocolateminorGTM or Marketing PartnerFeatured sponsor in the chocolate/confectionery category. Logo displayed on sponsor page.
• SnickersminorGTM or Marketing PartnerFeatured sponsor (Mars brand). Logo displayed on sponsor page.
• ANTECHminorGTM or Marketing PartnerFeatured sponsor (likely veterinary/diagnostic services). Logo displayed on sponsor page.
• Lugano DiamondscoreGTM or Marketing PartnerFeatured sponsor in the luxury goods category. Logo displayed prominently on sponsor page.
• Salamander MiddleburgcoreGTM or Marketing PartnerSalamander Collection hotel and resort. Featured sponsor providing luxury accommodations; the $30,000 Salamander Collection Upperville American Standard Grand Prix is named after them.
• MARKELcoreGTM or Marketing PartnerInsurance provider featured as sponsor. Logo displayed on sponsor page.
• Delta Air LinesminorGTM or Marketing PartnerOfficial airline partner with sustainability messaging on sponsor page.
• RBC Wealth ManagementminorGTM or Marketing PartnerFinancial services sponsor. Logo displayed on sponsor page.
• Marshall & SterlingminorGTM or Marketing PartnerInsurance provider (Emo division). Logo displayed on sponsor page.
• PiedmontminorGTM or Marketing PartnerVeterinary services sponsor. Logo displayed on sponsor page.
• Virginia Equine AlliancecoreStrategic or Co-development PartnerVirginia horse industry organization supporting the show and Virginia horse racing/programs.
• Virginia Horse Industry BoardcoreStrategic or Co-development PartnerState equestrian industry board supporting Virginia horse shows and equestrian initiatives.
• The Chronicle of the HorseminorGTM or Marketing PartnerEquestrian media outlet providing coverage of the show.
• SidelinesminorGTM or Marketing PartnerEquestrian lifestyle publication featuring the show.
• Loudoun Benefit ShowminorStrategic or Co-development PartnerRelated equestrian show at the same venue following the Upperville Show. The website notes 'Same great venue and equestrian sport'.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Tryon International Equestrian Center: Year-round equestrian resort and competition venue in North Carolina hosting FEI-rated hunter/jumper, dressage, and eventing competitions. Comparable as a destination venue for premium equestrian competition, but operates on a much larger and more diversified event calendar.
• HITS (Horse Shows in the Sun): Operates a multi-venue circuit of hunter/jumper horse shows across the US. Comparable as a hunter/jumper show operator serving similar rider and sponsor audiences, but with broader geographic and event-year reach than a single-venue show.
• Spruce Meadows: Premier international show jumping venue in Calgary, Canada hosting top-tier FEI events including the Spruce Meadows 'Masters'. Comparable as a globally significant show jumping competition operator with similar prize-money economics, but operates a year-round tournament calendar.
• World Equestrian Center: Year-round multi-discipline equestrian venue and show operator in Ocala, FL and Wilmington, OH. Comparable as a major US equestrian competition venue, but operates as a year-round destination rather than a single annual show, giving it substantially greater scale.

Direct peers

• Devon Horse Show & Country Fair: One of America's oldest and most prestigious outdoor hunter/jumper horse shows, held annually in Devon, Pennsylvania. Directly comparable to Upperville as a historic, US Equestrian Premier-rated hunter/jumper competition attracting top international riders and corporate sponsors.
• National Horse Show: Historic annual US hunter/jumper competition (founded 1881) held at the World Equestrian Center. Closely comparable in heritage, FEI-level competition, and elite rider participation profile.
• Hampton Classic Horse Show: Prestigious annual hunter/jumper horse show in Bridgehampton, NY that attracts top international riders, luxury sponsors, and affluent spectators. Directly comparable as a high-profile US hunter/jumper competition with strong corporate sponsorship economics.
• Washington International Horse Show: Premier annual indoor hunter/jumper horse show held in the DC/Mid-Atlantic region with FEI-level competition. Comparable to Upperville in serving the same affluent Mid-Atlantic equestrian market and corporate sponsor base.
• Kentucky Horse Shows: Operates multiple US Equestrian Premier-rated hunter/jumper competitions in Kentucky. Comparable as a series operator hosting premium-level hunter/jumper events with similar prize structures and rider profiles.
• The American Gold Cup: Long-running FEI-rated show jumping competition in North America. Directly comparable to Upperville's $200,000 FEI CSI4* Jumper Classic as a premier-level international show jumping event with significant prize money and elite rider participation.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/UppervilleShow
• Facebookfacebook.com/UppervilleHorseShow
• Instagraminstagram.com/uppervillehorseshow

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Upperville Colt & Horse Show