But despite all of that, I love them. What could be more wonderful than a horseback ride through a lovely forest… along a Western trail… or up a mountain path to your favorite trout stream? What could be more exciting than riding a cutting horse in competition – where horse and rider must work together in absolute precision? What could be more exhilarating than taking a horse over a tall jump in competition? What could be more pleasurable than riding behind a handsome team in an old-fashioned surrey with the fringe on top? Yes, horses give us much pleasure as Winston Churchill said, "There is something about the outside of a horse that is good for the inside of a person."

Let me tell you about my early experience with horses. …My earliest memory of horses is being held in my grandfather’s arms in the front of his saddle and riding down the road to his farm in Aiken, S.C. I was but an infant, but this first memory of a horse must have made an indelible impression on me because I’ve always remembered it. I started taking riding lessons in my hometown of Augusta, Ga., as soon as I was old enough. This was early in the 40’s during World War II when gas was rationed, and many of my friends’ parents gave them motor scooters and motorbikes to get around on. Several of my friends had them, and I wanted one in the worst kind of way. My dad, knowing that several of my friends had had serious wrecks on these scooters, would not give me one. At the time, there were two popular ones – Whizzer and Cushman Motor Scooters. My, how I wanted one, and, my, how I begged my dad to buy me one. Finally, one day when I was importuning him strongly to buy me a Whizzar, he said, "No, son, I am not going to buy you a Whizzer but (knowing my love for horses) I will get you a horse." I said, "WOW. That’s great!"

A friend of mine owned a horse named Baron, a small horse – about l4.2 hands. The friend had lost interest in riding, so my dad purchased the horse for $150, including saddle and bridle. Fortunately, our backyard was large enough for a stall and small paddock, which my father had built. So that my younger brother would not feel left out, Dad bought him a goat and cart. The goat’s name was Billy-Billy. So, Baron and Billy-Billy became inseparable companions. When I was about l2 years old, I got a morning newspaper route and threw papers from Baron’s back. After awhile, Baron knew the route as well as I, and he would lean against me as I threw the papers to the left and to the right. What a great horse! I had one other problem, however. It was Billy-Billy. Early in the morning when I took Baron out and rode off to deliver The Augusta Chronicle, the goat would pitch a fit. He would bleat and bleat continuously, waking all the nearby neighbors. I finally decided to let the goat follow along behind Baron on the route. Billy-Billy could keep up all right and, in those days, there was almost no vehicular traffic on the mostly unpaved roads early in the morning. So, it was safe. The problem, however, was that Billy-Billy learned the route, too. But, he figured out one other thing: Eating my customers’ flowers at the curb was much more fun than following me on my dead-end canter up and down each driveway. Do you know how many flowers a goat can eat in 30 to 40 seconds? Well, the answer is a lot! Pretty soon I started getting complaints from my subscribers. "Now, young man, I don’t mind you delivering my paper from your horse, but that goat has to go." Poor Billy-Billy. From then on, I had to leave him locked in the stall every morning – alone in the dark. Of course, I never realized it at the time, but my father was trying to teach me some important lessons of life by giving me Baron. He said to me, "Son, if I get you the horse you will have to take care of it. That means feeding it twice every day – before you go to school and late in the afternoon before supper. You will have to wash and groom the horse and clean his stall. You will be totally responsible for him. Neither your mother nor I will do those things." Of course, I agreed. I know that my father was very wise. He realized that my owning a horse was a great opportunity to teach a young boy some valuable lessons:

• Responsibility
• Accountability
• And, the proper care of animals.

But I learned even more things from this experience that have continued to bear fruit in my adult life: Business lessons that all of you have learned as owners and operators of a business that serves the public.

1. The horse – and the goat – taught me good lessons about customer service. When the goat ate my customers’ flowers, those customers were displeased with my service, and I had to take action to correct it.
2. I learned that The Augusta Chronicle had to be delivered on time – even in the rain and the cold. As we all know, riding a horse in the rain is no fun, but the newspaper had to be delivered on time. My customers were not concerned any more than yours are today – and rightly so – about my problems or inconvenience.
3. I learned I must assume responsibility for and take care of my equipment – the means for doing my job. It could be a machine, a vehicle or, in my case, a horse – in yours, several horses and several carriages.

If my horse was sick – had foot or other problems – I could not get my job done properly. Take care of your property: an important lesson for any youngster to learn. Finally, this experience taught me that it was all right, yes, essential, to have fun at your work. I believe that your work is pleasurable in direct proportion to your love of the subject involved. I loved horses. I liked my paper route and I liked to earn money. To serve your customers and to make a profit is good…but to do it by means of something you truly love is a wonderful blessing.

So, early in my life, my horse taught me:

• To be responsible for my property.

• To be accountable for my acts.

• To serve my customers with care and sensitivity.
• And, that it is all right to mix business and pleasure and to make a profit doing it.

I am sure that some of your experiences with horses were like mine – others, perhaps different, but equally memorable. The bottom line is, we all love and respect these animals for a variety of reasons. One reason we love them is that they are the most beautiful animals in the world. In survey after survey, the general public has ranked the horse as the most beautiful animal on earth. Nothing even comes close! Not only is a horse lovely to look at, but lovely to look at in motion – running, jumping, pulling your carriages or simply moving around the ring. In addition to our admiration for their looks, horses are our friends – our companions on mankind’s long journey here on earth.

The horse has served us for thousands of years providing help to us in many many ways.

• Transportation
• Work
• Planting and harvesting of crops
• Sport and recreation
• Battle
• Ranch duties and necessities
• Rescue

The list is endless.

Today, sadly, horse numbers are down in the United States. The combustion engine inside the car, truck and tractor now do much of the lifting and transporting for man, but the horse is still important in our lives. Let me give you some statistics from the American Horse Council: These numbers are probably 5 years old.

• There are 6.9 million horses in the U.S. today.

• 7.1 million Americans are involved in the horse industry as horse owners, service providers, employees and volunteers. 1.9 million people in the U.S. own horses.

• The horse industry directly produces goods and services of $25.3 billion and has a total impact of $112.1 billion on the U.S. gross domestic product.

• Of the 619,400 people directly employed by the industry, some are part-time and seasonal employees.

• Horse events are the third largest recreational spectator category in the U.S. behind football and motor sports.

• The median income for all horse owning households is $60,000.

There are over 150 breeds of horses in the U.S. Fourteen breeds are considered "major" breeds with the largest of these comprising the following percentage of the horse population: American Quarter Horse – 47%, Thoroughbred – 17%, Paint Horse – 8% and Arabians – 7.2%.

Horses are still very important to us and particularly to you, since you make your living with them everyday. Today, as much as ever before, horses bring us pleasure and recreation, sport and still the performance of some useful chores. I’ve been told that your business is divided into two parts - contract business such as weddings, birthdays, and special occasions. And, visitor or tourist rides in the cities. For the most part, you know your local markets and customers and you have obviously developed relationships with them. So, I will devote the last part of my remarks to the tourist/visitor segment of your business. Although, some of the things I will say, will apply to both segments equally.

To give context to my thoughts, I think it is important to look at our nation and what has happened to us in the last century. We Americans have truly become an urban nation with fewer and fewer people living in the rural areas. About two-and one-half percent of our population provides all the food and fiber that we need for our own consumption as well as for export. This urbanization has caused most people to have little or no contact with or understanding of the beauty, value and wonder of equines. Nor, for that matter, with the contribution and craftsmanship of carriages and other horse-drawn vehicles. The Augusta Horse and Carriage Parade is held in January each year. I have participated in all of them since the first in 1992 – sometimes on horseback, and sometimes driving my Western Horseman Express Stagecoach. As I look out along the streets and see the expressions on the faces of the youngsters, and even adults, I am absolutely astounded at the wonder and stark amazement that I see in their eyes and expressions. It drives home to me the point that America is truly an urban society and most people don’t know about horses. Yet, America is also a society on the move. We are a nation that travels – and we travel a lot. Let me give you a few figures about the number of visitors that come to our major cities.

• 125 million U.S. adults took a family vacation in 2001.
• Travelers age 35-44 are most likely to travel with children.
• Spent an average of 7.4 nights on trip.

• The aging of the Baby Boom generation will change the face of the mature travel market.
• 55 – 59 year olds will increase by 25% in the next five years – faster than any group.
• Baby Boomers are more leisure-active, more affluent and bigger spenders than their predecessors.

These figures, I think, are a real opportunity for you because as I understand it, a large part of your business comes from visitors in these area cities. While I know little about your tourist business, I’ve been told that much of it is spontaneous. People with families, dates, or children decide to have a nice carriage ride to enjoy the city they are visiting. What better way to see a city and to learn something about it, than from the comfort and ambience of a carriage with a good driver. Carriages enhance the entertainment, recreational and cultural options in a city. Carriage rides can accentuate areas that are unique and appealing in a city far better than a bus, taxi or car. Carriages are ambassadors in a city . . . And, a linkage to other carriage companies in other cities. They are a warm and safe place to see a city. They are cozy, comfortable and pleasurable. And driver tour guides, if they are good, can make a city come alive. Perhaps most important, carriages provide a rare opportunity to change the pace of our lives for an hour in a very pleasant way. Your service allows us to keep heritage and tradition alive in this age of near-instant obsolescence. I cannot tell you how to run your business because all of you are successful carriage operators in cities. But, I can tell you, what I would like in a carriage ride as your customer. First of all, the appearance of the carriage and the horse would be very important to me. I would not get in a carriage that was dirty, nor would I want it pulled by a horse or a mule that was ungroomed, unkempt, thin, emaciated, or generally in bad condition. If the carriage was shiny and the harness was sparkling, it would be much more inviting to me. Also, the appearance and the demeanor of the driver would be important. Sometimes in a big city, I get a taxicab. I have no choice in picking the driver. I must go to a certain place and usually I get the only cab available. That’s not so with a carriage. My first impression of the driver is crucial. Do I feel that this person is friendly, outgoing and knowledgeable about the carriage and the horse? Do I feel that this person will give me a good and safe ride for my money? Do I like this driver on first impression? I would not be attracted by a huckster or a high-pressure salesman but rather someone who sincerely offered to give me a pleasurable experience. To fill a need that I have and not to sell me something that I don’t want. I would hope that my driver would be extremely knowledgeable about the city, about his horse, and about the carriage that I’m riding in. Likewise, if I were romantically inclined at the moment, I would hope that the driver would be perceptive enough to sense this and discreetly allow me and my date to have some quiet conversation.

So in closing, I would like to salute you for the unique and important service you render to people today – particularly, visitors to cities. You are using and displaying the prettiest animal in the world to people who for the most part, have rarely seen a horse, or a horse hitched to a carriage. You represent the history of our country, because, as we know, and most of your customers know, the horse was our major means of work performance and transportation for centuries. A good ride given to these customers by a perceptive, knowledgeable and sensitive driver can be a lifetime memory recorded in family stories and photos. Through high standards and good customer service, you help each other. A pleasant experience in one city will encourage people to take a ride in another city – or, to recommend a carriage tour to a friend.

Concentrate on your assets

• The most beautiful animal in the world
• A customer base that has little experience with horses or carriages

• And, to people with disposable income that are looking for a pleasurable experience. You have it all!

As icing on this delicious cake, carriage owners can become a unique part of any visitor’s experience in a city. Always make it good…and you’ll always lure them back.

Good Luck!