The Impact of Corporate Supporters Like Loudoun Mutual
Much has been said about event sponsors. We are all familiar with stadiums bearing the names of businesses, such as Ford Field in Detroit and Coors Field in Denver. Closer to home, we have the Ting Pavilion in Charlottesville. The mention of a corporate-named stadium, broadcast over TV or radio, brings instant name recognition. Positive fan experiences, ideally repeated with each visit, help to cement long-term consumer relationships. Recently, technology has allowed sponsor names and messages to be changed electronically along the insides of arenas at hockey games, or projected onto the floors of basketball games. Through these exposures, we are constantly reminded of sponsor partnerships.
The Montpelier Hunt Races have been fortunate to maintain a stellar relationship with sponsors. The first sponsor was Marion DuPont Scott, the founder of the Races and owner of Montpelier. She initiated the Races in the early 1930s, and by 1934 they had become a sanctioned race meet. Mrs. Scott personally covered all expenses and invited the public to her estate to enjoy the event annually.
When she passed away in September 1983, close to the fall race date, there was concern over the future of the now beloved races. Fortunately, another DuPont family member, Jean McConnell Shehan, Marion’s niece, stepped in to underwrite the races, allowing them to continue. She committed to this role for two years as Montpelier transitioned to a National Trust property and new leadership was established to manage the Races.
One significant change was the decision to charge for tickets. Initially, the Orange County community resisted the idea of paying for what had been a free event. However, due to its popularity and iconic status, they reluctantly agreed. This marked the beginning of the races' economic independence.
For over a decade, Loudoun Mutual has been integral to the races, not only through financial support but also through active engagement, including presenting trophies and interacting with the participants. Founded in 1849 by the Quakers, Loudoun Mutual is one of Virginia's oldest mutual insurance companies, driven by a philosophy of supporting community events. Chris Shipe, President and CEO of Loudoun Mutual, highlights the company's commitment to giving back to the communities that support them. "Many of the folks associated with the Montpelier Races are also policyholders, making this event a special opportunity to support those who support us," Shipe explains.
Loudoun cherishes the deep personal connections and the sense of fellowship the event fosters among attendees, including many of its policyholder members. Shipe adds, "The first Saturday in November is sacred on our calendar. We've committed to a multi-year sponsorship deal because of the importance of this race to us and our enjoyment in being a part of it."
Today, ticket sales and generous sponsors ensure that the Races will continue, providing consistently good sport and family fun while remaining an integral part of the Orange community. We urge you to consider our sponsors, support them as you can, and thank them when possible. Without them, the races would look very different, the horse racing community would suffer, and this iconic event might fade into obscurity.
