Paisley Park breeders get a step ahead with brochure showcasing store lots

One young store horse vendor facing a tumultuous sales season has taken the bull by the horns and launched a digital brochure to advertise his lots.

Micheál Conaghan, who bred and raised high-class hurdlers Paisley Park and Chantry House with grandfather Michael at Evergreen Stud in County Kildare, has distributed the publication on social media and in emails to key buyers.

It includes pedigree details, pictures and videos of the lots he is sending to the Goffs UK Summer, Goffs Land Rover and Tattersalls Ireland Derby sales.

View the Evergreen Stud store sale e-brochure

“When everything went into lockdown after Cheltenham, and it became clear that sales weren't going to be happening for some time, I thought to myself I'm going to have to do something,” said Conaghan.

“Many of the Flat breeze-up operations did a lot of digital marketing but to be honest it's expensive setting up a website, so I spoke to Claire Goodwillie and we came up with the idea of an e-brochure.

“It's just trying to get people's attention, and so they can get an idea of what our horses look like – they can see if they like the way the horses move, and so on.”

Conaghan reported that he had received good feedback for the initiative.

The brochure includes pictures and videos of each lot

“It's been great, it's got a fair bit of attention on Twitter and I've had a few trainers in Britain get in contact to thank me for sending it on and saying it's a great idea and they'll pass it on to owners,” he said.

“To be honest, if it gets only one person to buy one of the horses, then it's been worth it. With the Derby Sale postponed again last week, I think people are going to be keen to just get trading among so much uncertainty.”

Among the lots Evergreen Stud is set to present at the store sales are sons of Mahler and Califet at the Goffs UK Summer Sale, geldings by Getaway and Konig Turf in the Goffs Land Rover Sale and a son of Milan and a daughter of Soldier Of Fortune entered for the Derby Sale.

The Soldier Of Fortune filly is a half-sister to Chantry House, who finished a fine third to Shishkin in the Supreme Novices' Hurdle at Cheltenham in March.

Some good fortune at the sales will continue what had started off as a good year for the Conaghans, as Michael was the recipient of the ITBA award for leading hurdler at the prestigious ceremony in January, in recognition of producing Paisley Park.

Read more...

Two more stars in the eyes of Anthony Oppenheimer's Hascombe and Valiant Stud

Master Of The Seas looks a new two-year-old superstar for Dubawi

Carlos Felix follows the script for owner Darren Yates at Ascot