Organisers are predicting record numbers of enthusiasts to attend for the Diamond Jubilee celebrations of the Horse of the Year Show at the NEC this week.
Last year’s event attracted up to 55,000 people and bosses believe that figure will be topped by this year’s celebrations.
The show, which starts today, is believed to bring in around £11 million annually to the local economy.
Show director Mark Wein said costs this year had risen to £3 million from £2.7 largely to cover production of the expanded jubilee event.
Mr Wein compared the event to having Wimbledon hosted in Birmingham and said the venue, “is a great home for the show’’ and described it as “an equestrian, theatrical extravaganza unrivalled in this country.”
He said a recent independent survey commissioned by the City Council estimated the show brings in £11 million into the economy.
He added: “We’ve already sold out most of the performances and there are a limited number of tickets available. This year, we are celebrating the 60th anniversary diamond jubilee. Sunday night is going to be a night to remember and we will certainly celebrate that in style. There will also be some surprises to close the event which I can’t reveal yet.”
The culmination of the event will crown the “champions in the world of sports equestrianism. “
Celebrities and families are coming together to celebrate and commemorate the Diamond Jubilee of the event.
Mr Wein said the show has always targeted families with the event’s competitors range in age from four to 70 or older. Around 1,500 horses will grace the new Caldene Arena.
Celebrity guests including Martin Clunes and Anthea Turner, due to attend. Katie Price is also set to take part in dressage, as well as later signing autographs. She will also launch her new clothing line, KP EQUESTRIAN.
Mr Wein urged people to allow more time when travelling.
* For more details call the box office on 08719 45 45 00 or visit the website www.hoys.co.uk.