The cowboy and his horse are legend in the American West—the real deal. Together the two became as one, the perfect unit for taming a wild, hostile environment. Today, the horse continues to enjoy a position of importance as a valued, loyal companion. Their larger than life bearing projects a presence of power that demands respect and accountability from their owners and handlers.
And they’re big business.
As Sonoma, Marin and Napa counties continue to wrestle with changing demographics, the threat of urban sprawl and a mono-crop agricultural scene, the region’s equestrian communities are fighting for the right to live alongside their neighbors in an increasingly shrinking environment. Their presence, however, is an economic boon for city and county government coffers. If the horse culture goes, we all lose.
Economic impact in Sonoma County
No one knows the facts or numbers related to the issue better than Dr. Carlos Benito. Along with his staff, Benito, who teaches economics at Sonoma State University, has been studying the economic value of equestrian activities in Sonoma and Marin counties since the mid-1990s. Napa County has yet to fall under the professor’s scrutiny; however, the impact of his findings holds true throughout the region, differentiated only by the size of the horse population where the figures are applied.
A case in point is his most recent economic survey of the Sonoma County equestrian community.
Published in July of 2005, the report paints an impressive picture of the industry’s impact on the region. Statistics reported in the study imply the equestrian economy grew “faster than the overall economy of the county” during the time of the survey. What’s more, the study shows the upward mobility growth of the sector is directly related to the increase in the horse population—from around 11,000 in 1994 to 17,794 in 2004 (these numbers exclude horses used in commercial operations).
What do these figures represent in dollars? Benito’s report says it best: “With a capital stock of more than one billion dollars ($1.17 billion), the equestrian economy is generating a production value of more than a quarter billion dollars ($281 million). When we add its multiplier effect on other sectors of the county economy, the equestrian sector’s impact on the county is getting closer to a half billion dollars ($449 million).”
To arrive at these numbers, and to understand how the equestrian profits benefit the county, Benito and his team considered several factors. First, from an economic standpoint, they looked at households that either had horses on their properties or boarded their animals in the community. “We found the equestrian community, as an aggregate group of all the owners and renters in the county, have a very significant economic impact,” Benito says.
Benito explains that, in the past, Sonoma County’s agricultural output relied heavily on the poultry industry and fruit trees. When vineyards began taking over as the county’s cash crop in the 1980s, the agricultural lifestyle and equestrian community remained intact, due partly to legislation and partly to the wine industry’s clout. As the price of land escalated to accommodate vineyard expansion, however, the equestrian community has been curtailed—though it continues to be a contributor of goods and services and to benefit from the agricultural-friendly composition of the region.
“To understand the value-added revenue the equestrian industry brings to the county, you have to consider several factors,” Benito says. “First, direct sales of feed, saddles and other equipment are needed to maintain a healthy horse. Second, capital expenditures for services like boarding, arena and veterinarian fees, transportation and the cost of land figure into the revenue generated by the equestrian business. Plus, there’s the cost of labor, government expenditures on parks and trails and the commercial sector’s desire to satisfy the tourist trade by making equestrian services available. It all adds up.”
Benito also describes a positive philosophical prejudice in Sonoma that serves to ensure the viability of the equestrian lifestyle. “The great wines and the industry that produces them help keep the green character of the county intact, thereby benefiting the equestrian community,” he says. “Without this mindset of keeping open space and the green nature of the region alive, Sonoma would eventually evolve into an urban area like Sacramento or Santa Clara County.”
Taking into consideration the cash potential from tax revenues, few would argue against keeping the equestrian community alive and well. Horse owners, however, are realistic and remain vigilant as land developers and well-heeled investors from outside the county continue to chip away at the lifestyle that makes their passion possible.
Karl Bastian’s association with horses has become a lifelong love affair. He moved to Sonoma from Marin County in 1972 and is currently president of the Sonoma County Horse Council (SCHC) (www.sonoma-horse-council.com). He understands both the potential the equestrian community holds for the county and the dangers it faces from outside forces.
“The commercial and recreational impact of horses on the county is very important,” Bastian says. “Important because of the quality of life issue. As long as we have horses, we’ll need large pieces of open space.”
Bastian makes the point that, while grapes are wonderful, “All things grapes and nothing else would be boring.” It would also eliminate open pastures where horses and cattle now roam freely. He maintains the presence of horses in people’s lives—especially for young people—can be therapeutic.
“Being able to see animals grazing in the fields reminds me of a quote I once heard. Will Rogers once said, ‘There is nothing better for the inside of a person than the outside of a horse.’”
And while he appreciates and supports Benito’s and Sonoma State’s economic value survey, Bastian questions whether the real commercial value of the county’s equestrian culture can be quantified completely. “I think the survey numbers are probably on the low side,” he says.
“I think it’s curious how much money is pumped into the county’s economy from horses—how much money we spend keeping horses in our lives. These are real dollars spread through many hands, often small hands, keeping people working. Money from growing grapes is more concentrated in fewer hands. Dollars from the horse culture are spent in smaller amounts across the community, helping people make a living.”
Bastian sees no slowdown or immediate danger to the Sonoma County horse culture, despite the fact the age of people riding and participating in equestrian events is getting older. “We’re seeing Baby Boomers in a position financially where they can bring horses back into their lives. They may have had horses in their lives as kids but lost the connection due to monetary or career restrictions,” he explains. “This is a growing sector, especially with women. There’s a bond of nurturing that occurs between people and horses. Young people learn responsibility while growing to love and handle a large physical animal. They have to learn to demand respect and curtail unwanted behavior—and give the same back.”
One of Bastian’s associates on the council is Barbara Whitson. She and her family moved to Sonoma County three decades ago, and horses have since been a part of the family lifestyle. Whitson began working with Benito on the Sonoma State survey 10 years ago as the economic survey coordinator to the council. As a realtor based in Santa Rosa, Whitson markets a variety of different real estate options but specializes in large country properties. She knows the benefit of the county’s draw for outsiders and the necessity for preserving its ambiance well.
“I find people move to Sonoma County for the quieter lifestyle,” Whitson says. “We’re close to San Francisco but very different. We have the green space large animals like horses need to thrive. By being equestrian-friendly, we create a healthy situation that helps keep the county green.”
Both she and Bastian believe it’s the mission of the SCHC to keep horse owners informed about topics that impact zoning regulations and political issues that can affect quality of life. Whitson says the council works to enlarge parks and create and maintain trails to accommodate foot traffic as well as horses. These efforts give the council political clout in helping shape public policy through the passage of green-friendly ordinances on issues relevant to county residents who enjoy the country lifestyle and want to see it preserved.
“The council and the equestrian community benefit everybody living in the county,” she says. “We work to maintain zoning restrictions that let people own horses and keep them on their property.”
Whitson cites current regulations that keep acreage from being split up, retain open spaces and create vistas as benefits for county residents as well as tourists. “Even the people driving through the county at 60 miles per hour benefit from the zoning laws by being able to enjoy the beauty of the landscape,” Whitson says. “Without the zoning laws for horses and agriculture, we could easily become another sprawling suburban landscape.”
Marin’s recreation set
A short drive south down the Highway 101 corridor sits Marin County and a different set of circumstances that concern the equestrian community. Marin’s close proximity to San Francisco has long been a lure for suburban-hopping city dwellers who like the countryside atmosphere and the short commute into the city.
Benito’s 2001 report on Marin’s equestrian community showed 3,381 horses stabled in the county, generating $104.6 million of related goods and services. Understandably, with agricultural activities on the wane in the region and real estate in premium demand, horse owners—and those whose business depends on them—remain concerned about what the future holds for their way of life.
Vicki Leeds has owned Cabaline Saddle Shop & Country Emporium in Pt. Reyes Station for the past 28 years. As a horse owner and a businesswoman largely dependent on the equestrian community for her livelihood, she understands well the pressure the equestrian industry feels in today’s hot real estate climate.
“Here in Marin we’re very concerned about our lifestyle, especially when it comes to horses,” Leeds admits. “Right now, where I keep my horses is up for sale. Developers want to come in and build a subdivision. It’s a very controversial time right now. We like to keep a low profile and not let our pastures be turned into trophy homes.”
According to Leeds, horse-related activities and businesses have taken a series of hits over the years, making owning a horse in Marin more of a challenge than it used to be. Still, she points to the many opportunities to ride recreationally, with both Pt. Reyes National Seashore and Samuel P. Taylor State Park maintaining horseback riding trails. Among the activities available for riders in the county are horse camping, B&Bs that cater to horse riders, trail rides, youth horse camps, a pony club and riding instruction for children and a riding club for the disabled.
Leeds says local equestrian activities are a draw, not only for Marin County residents but also for tourists from up and down the state. “We get people who come here during the summer to escape the heat,” Leeds says. “They come for the fog and the cool temperatures that accompany it. On many levels, vacationing on horseback is great. It’s a wonderful way to see the countryside.”
Equestrian opportunities are varied and spread out across the county, she explains, with many people crossing over from one discipline to another, making the community diversified and vibrant. Still, Leeds worries as equestrian-related services and businesses decline as more land falls prey to the ever-present urge to develop.
Robert Eichstaedt of the Marin Horse Council shares Leeds’ concerns and believes the value of equestrian activities to the county is both a cultural and economic boon. Asked about the dwindling services available to the horse community, Eichstaedt says he sees a ripple effect that will impact everyone whose lives are touched by the industry.
“We’re down to just two tack and feed stores in the county. When they’re gone, we’ll have to go north to Sonoma or elsewhere, which will make it harder for horse owners within the county,” Eichstaedt says. “Already horseshoers from Sonoma won’t come south because of the traffic. Eventually, when horse supplies and services disappear in Marin County, people will start looking to move outside the county to accommodate their needs.”
If and when that situation occurs, he continues, the result will be a loss of tax revenues and value-added monies flowing into the county—plus jobs will be lost as well. “People are passionate about their horses. There’s a great deal of time and monetary investment that goes along with owning a horse,” Eichstaedt says. “You can’t ask your neighbor to stop by and take care of your horse while you go on vacation. You’ll be hiring someone.”
Without related services and supplies, he fears jobs in the equestrian sector will be lost, forcing people to look outside of the county for work.
Napa ain’t like it used to be
Napa County figures on the commercial impact of equestrian activities weren’t available, but given the sheer number of acres dedicated to the wine industry out of the county’s total landmass, it’s obvious that the grape, not the horse, reigns supreme there.
Gary VanBrocklin has been in the business of supplying the Napa County equestrian communities with feed, tack and related goods and services for many years (and at various businesses). Now owner of the Colonial Saddle Shop in Napa, VanBrocklin says the number of boarding options for horse enthusiasts has dropped steadily with the rise of grape production.
“We’ve seen three major stables close over the past few years,” VanBrocklin notes. “The horse business isn’t like it used to be here in the Valley.”
The downturn started a little over a decade ago as vineyards began to displace the region’s open space, driving stables and other horse-related businesses off the land. “Don’t get me wrong,” VanBrocklin says. “There are still a lot of horse people in the area who attend horse shows and teach riding. It’s just not like it used to be—the good old days are gone.”
Devon Day has weathered the storm created by the wine industry’s move into the Valley. Currently a private trainer and stable manager, Day has been involved with horses all of her life. Until recently, she offered private riding lessons and training in a variety of riding styles along with boarding services at a facility tucked into the rolling vineyards just north of Calistoga. That property recently sold, but she plans to partner with an associate to build and operate a new set of stables nearby.
Day is all too familiar with the fragile position the horse community finds itself in today. Still, she’s optimistic. She believes horses will always have a place in the Valley, though considering the popularity (and profitability) of the wine industry, she isn’t sure what form that presence will take. “The Napa Valley has so much to offer in the way of horse-related activities,” Day says. “Training, showing horses, trail rides and other events are all a part of the lifestyle here. Grapes, however, have driven the price of land up, making it expensive to own and operate stables or to lease land for pasturing horses.”
Part of the problem, she continues, are restrictions of the Agriculture Preserve (which covers most of the Valley floor north of the city of Napa) that allows only agricultural enterprises. This means landowners can keep their horses on their property, but public stables aren’t allowed.
“Over the years, there has become less land for boarding facilities, pastures and activities like summer camps that focused on horses,” says Day. “At one time, just about every barn or stable had a summer camp where young people could go for riding and lessons. People can’t afford to do that anymore. There aren’t many choices left. It seems like the horse industry is being pushed out of the Valley because of the high price of real estate and land use restrictions.”
Day understands the economics of the situation and believes the Valley’s equestrian lifestyle must adapt to coexist with the wine industry. What’s needed, she says, is innovative thinking to help the community adapt to maintain the level of goods and services needed to keep it alive.
Ted Hall, owner of Long Meadow Ranch, is a man with a vision who understands the equation all too well. He sees the equestrian lifestyle as central to Napa Valley’s past, present and future. Vineyard owner, vintner, olive oil producer, cattleman and stable owner, his 650-acre ranch has become an integrated business endeavor with each part contributing to the success of the whole.
“Horses are a part of our quality of life,” Hall says. “They’re central to what we do. We started out breeding Appaloosas and the Pony of America breed. While we eventually decided breeding wasn’t cost-effective for what we were trying to do, we’ve begun offering horse-training services in our arena and use horses daily in our business.”
Hall says the rugged nature of the landscape on his property makes horses an effective and efficient way to survey the hillsides and work his herd of cattle. He recently added two Amish-trained draft horses that he intends to use at his LMR Rutherford Gardens organic vegetable operation. The benefit of having horses visible to the public, he says, cannot be measured.
“Tourists and visitors to the ranch are happy to see horses on the property,” Hall says. “We work cattle all day on the ranch, and soon we’ll be using [horses] to farm. Hopefully, we’ll eventually use them for cleaning out and hauling off timber. Everyone, horses included, has a role to play. The animals thrive on knowing they have a job to do; they want to work and have a sense of purpose.”
Hall thinks there are practical economic incentives for using horses in his business. When he calculates the money earned from the training services he offers and the savings derived from using horses in his vineyard operation, vegetable garden, cattle and olive oil orchard, it makes practical sense for him to keep a working contingent of horses on board.
For example, he says, the waste produced from making olive oil and crushing grapes has to be disposed of off the property of most wineries, but “we take the waste from our operations and combine it with the wood chips we have in our horse stalls,” says Hall. “This produces a source of organic compost that we know the history of because it came directly off our land. Most operations have to pay to have their waste products removed then have to buy fertilizer for their vines. We’re able to bypass both steps and save money.”
Hall says he and his family have created an “integrated organic farming system” and given horses a central role in making the system work. He acknowledges the equestrian lifestyle has suffered due to the influx of vineyards and winemaking operations into the Valley, but sees hope for the future.
“I think there still exists an infrastructure that will sustain the attachment to horses in the Valley,” he says. “It appears we’re becoming more agriculturally diverse, with olive trees, strawberries and other crops making a comeback. The pendulum is swinging back. It all depends on whether people want it to be done. We’ll never go back to where we were 30 or 40 years ago, but I see hope.”
The equestrian community’s impact on the North Bay region is an undoubtedly positive one when the economics of the equation are taken into consideration. The fact that changing times and a shift in interests are in conflict with its continued viability is an unfortunate development, but certainly not a death knell for the industry.
Even the most casual conversation with horse owners reveals emotions as strong today as they were in the Old West. Their passion and commitment harkens back to the days when the sight of a horse galloping across the landscape was as natural as grapevines swaying in the wind.
