Since its introduction in 2014 by the American Quarter Horse Association (AQHA), the Time to Ride Challenge has introduced more than 60,000 people to horses through first-time horse experiences with the support and involvement of hundreds of stables, clubs and equine businesses nationwide.

The Challenge awards $100,000 cash and prizes to hosts that offering the most unique experiences that attract the most people to the horse industry. Time to Ride events can take place June 1 through September 30. Interested hosts can register for the Challenge here.

Hosts are responsible for planning engaging, hands-on horse events that connect families with an interest in horses to opportunities in their area, such as riding lessons, camps and trail rides. By reaching a new segment of their community, businesses are able to add to their own client base while supporting the entire horse industry.

“It’s critically important to the future of the horse community to focus on welcoming new participants,” says Patti Colbert, Time to Ride spokeswoman. “The Challenge gives rewards and recognition to the hardworking horse professionals who are doing the valuable work of teaching new people the very basics and giving them a path to grow into lifelong equestrians. Without those riding instructors, summer camps and youth leaders who are teaching kids how to ride, where does our next generation of owners, competitors and breeders come from?”

This year, cash prizes have been expanded to more than $75,000, with new incentives that will pay cash awards to more winners than ever before. For the first time, the first 100 hosts to introduce 100 newcomers to horses will automatically win $100 cash.

The Challenge also offers marketing support and event ideas for participants, and resources such as customizable ads, posters and other creative material are also available. Registration is free, and all types of businesses are welcome. The Challenge takes place between June 1 and September 30. More details are available here