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Reitsport Branche 06/ 2022 Life has returned to the live industry. Tournaments, trade fairs and shows are once again taking place in front of an audience. Just like spoga horse, many organizers have previously used the pandemic break to realign themselves and make a modern mark with fresh concepts. Anna Lena Grytz, CEO at European Equestrian Business Association (EEBA), believes this reorientation is absolutely necessary! Live events have many advantages that need to be exploited during the restart and realignment, says Anna Lena Grytz and continues: “For one thing, the so-called serendipity on the visitor side can be particularly effective here and played out in a business-promoting manner.” In plain language, this means that visitors to an event discover surprising things as they pass by – without having expected them in advance or having been on the lookout for them. According to Grytz, this willingness of visitors to discover, marvel and be surprised requires the organizer to create