AQHA\'s new commitment to youth released in July 2012, showcases how the American Quarter Horse makes a positive impact in a child\'s life by offering healthy living, educational and youth development program areas.

2. Todd Branson
Director of Youth Development
tbranson@aqha.org
(806) 378-4720
Youth Initiative

3. In 12 months, we learned:
• A 30% decline in youth horse association participation
• Steady decline last 3 years, fewer children with each new generation
• Kids under 13 spend only 5 hrs./wk. in sports, hobbies, outdoor activity
• Kids under 13 spend 48 hrs./wk. in front of a screen (77% regularly use tablets)
• Consumer tablet use increased 9% in Q4 2011
• Kids find technology at age 5, fully engaged by age 8
We found a target audience
underserved by AQHA
(5-9 years)
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4. A new program is born: TM
• Introduce America’s youth to a world of horses and the equine lifestyle
• Ignite, set and fuel a passion in them for having horses throughout their life
• Achieve widespread awareness and gain strong parental support for horses
• Activities that benefits a child mentally, physically, socially and spiritually
• Ultimate warehouse of toys, games, clothing, books, movies, home décor
• Create digital pathways to real life horseback experiences
• Become accessible and available around a family’s busy schedule
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5. But a larger problem unearthed:
• Programs are only puzzle pieces, but what’s the puzzle look like?
• Parents are still alienated - “where / how can we be a part of this?”
• Horse industry youth programs still cause disconnect with society
• Must evaluate the larger purpose for parents and family participation
• Create a new promise and a rebranded business plan to serve a larger audience
• Identify core values to drive focus areas that take horses mainstream
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6. It’s not about youth, it’s about:
THE HEARTBEAT OF THE AMERICAN QUARTER HORSE ASSOCIATION
Fostering positive, lifelong relationships with horses.
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7. The Mission Statement:
To impact the lives of young horse-interested young people
through engaging and relevant family experiences, with fun,
educational classroom activities and through healthy competition
and quality leadership opportunities that ultimately foster a
positive, lifelong relationship with horses.
The Promise:
We believe this is best achieved by providing families, caregivers
and educators with healthy living, educational and positive youth
development resources that offer hands-on, on-site, at-home and
digital experiences using the horse and horse artifacts to teach
language arts, math, science, social studies, health, life skills and
visual arts to children around the world, ultimately building a
healthy, lifelong relationship horseback.
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8. The Core Values:
Animal Welfare, Character, Responsibility, The Educational
Institution, Child Safety, Service, A Common Love of All Things
Horses, Healthy Activities, Rewarding Programs
The Three Primary Focus Areas:
These focus areas define AQHA’s current and future program commitments to families in a
way that parents, leaders, educators and guardians constantly seek when researching
positive youth development experiences for their children.
HEALTHY LIVING
EDUCATION
YOUTH DEVELOPMENT
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9. FOCUS AREA: HEALTHY LIVING
We support the positive impact horses have on children and families. Horses
regularly relate to exercising, healthy living and rehabilitation. We provide fun
ways for parents to offer exercise and positive horse activities for their kids.
Positive Alternatives Innovative Programs
Research proves children involved in positive youth AQHA is committed to the digital development
development options, like AQHYA, are half as likely to of innovative, engaging experiences that
enter into illicit activities like drug use or joining a gang. strengthen the healthy bond young children
develop with horses. Digital Oats is currently in
development for kids 5-9.
Exercise
Certified Horsemanship Association instructors are ready to offer
fun, educational exercise on the back of a horse. AQHA members
can enroll in the Horseback Riding Program and earn rewards for
each hour horseback - ownership not required!
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10. FOCUS AREA: EDUCATION
The horse is one of the most awe-inspiring educational tools available.
Horses easily connect with children and are great teaching assistants!
Horses inspire, mesmerize and motivate children, making learning fun while
developing positive social skills along the way.
Inspire Teach
The American Quarter Horse Hall of Fame offers AQHYA leaders and Junior Master Horseman are
classroom tours, educational outreach programs, developing a free online library of games, lesson
and in 2012, a series of trunks will bring educational plans, activities and more, all to expand the
horse artifacts from the museum to your doorstep! excitement of learning!
It’s a great learning activity - bundled in a trunk!
Unique Experiences
Quarter Horse Outfitters has coloring books, activity guides, easy
readers and each Junior Master Horseman edition. Outfit your child with
clothing, games, toys and movies all available now at aqhastore.com.
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11. FOCUS AREA: YOUTH DEVELOPMENT
The American Quarter Horse Youth Association is awesome! Just ask any of
the more than 26,000 members! We forster kids' passion for horses through
healthy competition, leadership opportunities and scholarships. Join the fun
- there's a place for you at AQHYA.
Leaders
Healthy Competition
AQHYA members are involved locally, and conducts speech
Win the greatest prize of all: Accomplishing
contests, horsebowl competitions, trips to racetracks and
hard tasks in the arena with a willing animal
provides shows and opportunities to hold state and
that doesn't know how to give up.
national leadership roles.
Never Stop Learning
The American Quarter Horse Foundation has awarded more than $4.7 million in scholarship
assistance to AQHYA members. Join and get involved for your chance to earn a share.
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12. With this new brand, we now can:
• Develop programs with confidence
• Produce programs that have a concrete goal under one mission
• Revitalize current programs and develop new revenue streams
• Encourage quality leadership within AQHYA to develop brand loyalty
• Position horses as an affordable, accessible family activity
• Use technology, AQHA programs and local leaders to offer new horseback options
• Be relevant in a vacant space in the horse industry
See this new brand in action:
FAMILY BROCHURE
(being adapted en Español)
AQHA.COM/YOUTH
JULY AMERICAN QUARTER HORSE JOURNAL
AQHYA OFFICER & DIRECTOR LEADERSHIP
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13. Marketplace Strategy & Program Development
AQHA has a host of valuable programs already in place for families to interact
with American Quarter Horses. In addition, new programs are currently in
development that add more options for today’s fast-paced family to be
exposed to the horse industry. Program attention will be reorganized under
the three focus areas to best help families find the services they most desire in
the equine marketplace.
HEALTHY LIVING EDUCATION
YOUTH DEVELOPMENT
AQHYA
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