The Alltech FEI World Equestrian Games attracted a reported 234,243 people to the Kentucky Horse Park during the first week, including a record 50,000-plus on cross country day for eventing. It is difficult to know whether those numbers are good or bad because there have been no similar events on American soil for comparison. It also is hard to know for certain how many people actually paid to get in because the figures are padded a bit by including volunteers, media, and students who received complimentary tickets in the daily count. And rumor has it that anyone with a valid credential of any kind now can watch an event from the unoccupied seats at the venue.

What is clear is that attendance and ticket sales are running below the original, and probably generously optimistic, estimates. A few events have been sold out, but some empty seats are the rule rather than the exception. One result is that prices for tickets have been slashed. A 30-per-cent discount was offered on tickets several weeks ago, and unsold tickets for the next day’s competition now are being offered at half-price the night before. The idea makes sense from an organizer’s point of viewÑbringing a spectator to the event is better than an empty seat, even if the ticket was not purchased for full price