create a sense oF relevancy For local dog shows
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oFFer and promote more classes For beginners
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build awareness oF local events; make local shows more oF an “event”
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the Focus groups
contemporize the image oF shows
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conclusions were that we need to:
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nominal cost
create a compelling value proposition, especially For registration
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create educational videos; Focus on beginners
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Focus on agility
Focus Group conclusions
on, and just as much fun) and the new introductory agility competition. Have a Therapy Dog group. Show them we do more than dress up and trot in a circle. Many had seen the AT&T documen- tary video of the AKC National Dog Show (if you missed it, watch it on U-Verse.com). I thought this was one of the better dog show documentaries I’ve seen, especially because it high- lighted owner-handlers (who clearly loved their dogs) at the top levels of competition. But the focus group results seemed to disagree, commenting that the emphasis on conformation wasn’t as engaging as agility; that participants seemed snobby and un-relatable, judg- ing seemed subjective and many were unsure as to what was happening. On the plus side, the video increased inter- est in attending, with comments that it seemed varied and fun, kids might enjoy it, dogs seemed happy, handlers and owners really love their dogs and handlers really cared about each other. But it actually decreased interest in participating, as viewers commented it would require huge investment in money, time and passion and that they couldn’t relate to people in shows. They didn’t like that spayed and neutered dogs couldn’t be shown, or the fact that the video focused on the “beauty pag- eant” and grooming.
Fido TV to run one with people who didn’t seem out of the Best in Show movie it would be better. And yes, fol- lowing agility competitors would be a much better program than following conformation competitors. One thing is clear: spectators love agility. I agree. I go to a lot of dog shows and a lot of agility trials. At shows I try to chose one breed and study it, along with its standard, but unless I’m actively watching like this, conformation judg- ing is about as exciting as well, watch- ing earthdog trials. But I can sit next to the agility ring and watch with only partial attention and still find it interest- ing. Every dog, every run, is different. It’s easy to follow what’s going on, and whether the dog qualified—except not so much if you look at the handlers, who look just as pleased with their dog either way. Can you add a My Dog Can Do That! area to your show with some agility equipment and an instructor? Even if you have to pay somebody, it may be money well worth it. Can you have a monthly or even weekly agility fun day? Is there a park where you can set up equipment, put on demos and let people have a try? Can we get more agil- ity on television? AKC is doing, or at least making plans to do, more diverse things to attract people.
In addition to those listed above, I would add to that that spectators get a very biased view of dog shows when they just see Westminster, the National Dog Show and the AKC National—and when they focus on the potential group winners at these events. I’d quit before I started if I thought that would be my competition. With so much going at the AKC National, it would be better to focus on dogs in agility, obedience and dock diving as well as conformation, and maybe highlight some multi-sport dogs. What about the NOHS Invitation- al? And we need to let people know that these shows are not the norm; we have small local shows throughout the coun- try where you don’t wear sequins and your dog gets to swim in a pond after— or before—he shows. We need more spokespeople. Trained ones. I often cringe when I see interviews at the dog show, as crazy dog lady explains some esoteric fairy tale point about her breed nobody cares about. Perhaps AKC could offer an online class in being a local purebred dog spokesman and advocate. Remember the reality TV show Dog Show Moms and Dads? It could have been good for our sport, but it wasn’t. Perhaps if we could convince
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