As the owner of two public relations companies specializing in equestrian sport, Jennifer Ward brings an in-depth knowledge of numerous facets of the industry to her role on the EC Jumping Committee. Having worked for the national federation for five years at the beginning of her career, she has continued to build upon that initial introduction to the sport and its major players over the past two decades.
Having lived in downtown Ottawa for more than 20 years, Jennifer now makes her home in rural Perth, ON, and Wellington, FL, with her husband, retired British military turned sport photographer, Simon Stafford. The couple has a four-year-old English Springer Spaniel named Henry.
What role do you currently play in equestrian sport?
I own two public relations companies that specialize in equestrian sport. Starting Gate Communications Inc. is the company I founded in 2001 and is based in Canada. Recognizing a growing market segment, I formed Jump Media LLC in 2015 in partnership with my colleague, Jennifer Wood, to service the U.S. market. Between the two companies, we represent a wide range of long-standing clients that range from athletes such as Eric Lamaze to top-level competitions including the Washington International Horse Show and the Royal Agricultural Winter Fair. We also represent numerous clients involved in various sectors of the industry – a veterinary clinic, a realtor, an attorney, an insurance company, and many more all feature on our client roster. If a business is related to equestrian sport, we can handle the promotional side.
How long have you been involved with Equestrian Canada, and in what capacity?
I started working at Equestrian Canada, then known as the Canadian Equestrian Federation, in 1996. I was finishing my post-graduate degree in public relations in Toronto and had to complete a two-month internship. Those two months turned into five years of employment when the position of Communications and Media Relations Coordinator was created for me. Having worked through two Olympic Games in 1996 and 2000, I took a position on a United Nations project, specifically the World Conference Against Racism that was being held in South Africa, in 2001. During that period, the horse world kept calling – athletes would call to say they had won a grand prix and shows would call asking if I could take a Friday off to come do media relations at their show for the weekend. By the end of the year, I had launched Starting Gate Communications and was almost immediately asked to join the Jump Canada Board as the Communications Chair. Having served approximately nine years, I was again asked to put my name forward a few years ago when EC was experiencing a turbulent period in its reorganization. I’m currently serving my second term on the EC Jumping Committee. I’m also a founding member of the Jump Canada Hall of Fame committee and remain on that committee today.
In addition to my volunteer roles, I have been editing and producing The Warm-Up Ring, the very newsletter you’re reading now, every month for the past 18 years. Starting Gate Communications also produces the annual Canadian Show Jumping Team Media Guide and currently writes EC high performance press releases for all FEI disciplines.
Jenn Ward got her first introduction to horses through her uncle, who raced thoroughbreds and kept Arabians at home. (Courtesy of Jennifer Ward)
What age did you start riding and what was the name of your pony or horse?
I was first introduced to horses by my uncle, who was big into thoroughbred racing at Woodbine and owned horses for several Canadian three-day event riders. Some of those horses were kept at home and he would put me up on them when I was a little kid. By the age of six, I had started formal lessons at Saddlewood, the riding center that was part of the Bethany Hills private school for girls. My first lesson pony was a palomino Shetland pony named Queenie. When she didn’t feel like working anymore, she would trot back to the gate to the field with me bouncing along from side to side, hanging on to her mane.
I continued to take weekly lessons for the next 10 years and spent as many weeks as possible at summer camp. I was very young when I went to overnight camp for the first time and my parents were convinced that I would be calling them, homesick and wanting to come home, before the two-week period was up. I’m not sure if they even got so much as a letter from their daughter at summer camp! To say a lifelong love was born when I was six years old would not be an understatement.
Do you currently ride?
I am happy to answer “yes” to this question. In 2021, I realized it had been exactly 20 years since I had stopped riding and I decided to start again. With a vastly reduced travel schedule due to Covid-19, it felt like the right time to get back in the saddle. My only goal is to drive out of the farm after each ride with a smile on my face.
What is your favourite competition memory?
I have two. The first was watching history being made at the 2008 Olympic Games. I was acting as the media attache for equestrian sport and still struggle to find the words to describe the feeling of watching Canada jump-off against the U.S. for the team gold medal. Two days later, with a tsunami about to hit, the atmosphere for the individual final was electric. The absolute perfection that Eric and Hickstead embodied that night is burned into my memory forever. The party that followed . . . well, not so much. I do remember being thankful that the sun was up when I went to bed to help remind me to close the curtains!
My other favourite memory also involves Eric and Hickstead. This time, we were at the 2011 Spruce Meadows ‘Masters’ tournament, and Eric and Hickstead won the CN International for the second time together. I had to write the press release following their win, which put me behind in getting to the on-site pub, Time Faults, to enjoy the celebrations. Instead of taking my computer to the car like I normally would, I brought my bag to the bar with me and put it down where I could keep an eye on it. Next thing you know, a group of people were sitting down and moving my bag out of the way – it was the military band that had been playing in all the presentations and ceremonies and Mr. Southern had brought them up to Time Faults to buy them all a beer. I went over to retrieve my bag, the band’s Drum Major started talking to me, and it was love at first sight. Eric enjoys reminding me that I met my husband because of him!
Jenn Ward visiting with Chacco Kid at the Spruce Meadows ‘Masters’ tournament. (Starting Gate Communications)
Favourite horse show venue to compete at or visit?
My favourite outdoor show is Spruce Meadows, specifically the ‘Masters’ tournament. What the Southern family has accomplished is remarkable in every sense of the word. For indoors, there is nothing better in the world than the Royal Agricultural Winter Fair. I first acted as the press officer there in 1997 and probably know every nook and cranny (and shortcut) in the Coliseum. You can’t describe the magic of The Royal to people; they must experience it for themselves. I’m very excited for the 100th anniversary this year.
Internationally, the Global Champions Tour, which ably demonstrates how five-star horse shows should be run, hosts my two favourite stops in London, England, and Cannes, France.
Which competition is still on your bucket list?
Aachen, Germany. It’s the one of the few venues I haven’t been to. I almost feel like my career will be incomplete until I experience it.
Dream vacation?
Spending a month in Italy or going somewhere remote like Bali. Preferably with no cell phone signal.
Cats or dogs?
Dogs. We have a black and white English Springer Spaniel named Henry. He’s a fantastic dog and truly our best friend. He brings us so much happiness and gives us an excuse to get out for big walks every day.
Last show you binge-watched?
My husband and I spend most of our evenings talking and playing games; we love backgammon, Trivial Pursuit, Clue, and Battleship, to name a few. As a result, we don’t watch a lot of TV but we did enjoy ‘The Queen’s Gambit’ during Covid. ‘Downtown Abbey’ and ‘The Crown’ are also favourites. The production quality of all three shows is remarkable.
Favourite motto or saying?
I used to say, “They put erasers on pencils for everyone.” It was a way of acknowledging that making a mistake or typo in an article happens to the best of us. I should modernize that saying to be, “They put the delete button on the keyboard for everyone.”
What three things are always in your fridge?
Perrier water, limes for our evening cocktails, and cheese. My husband is British and loves cheese.
If you could ride any horse, which one would you pick?
Charlotte Dujardin’s Valegro. I would love to feel the incredible power of his movement, especially his passage, with the security of riding a level-headed and sensible horse.
What’s one thing most people don’t know about you?
Oh boy. You’ve saved the toughest question for last! I’m always in awe of the cool things that various family members have done but it’s hard to turn the microscope on yourself. I would say that the majority of horse people are surprised to learn that I worked on a United Nations project. I studied journalism and then did my post-graduate degree in public relations so naturally I was employable in that field – I just happened to find a niche market in equestrian sport. I also used to write for mainstream publications like Flare and Zoomer, covering boutique, hotel, and restaurant openings, but my travel schedule meant I wasn’t always home in Ottawa to take on the assignments. I also had a handful of non-profit organizations, like the Canadian Institute for the Blind, that I did promotion and fundraising for early on when I first started Starting Gate. Eventually, I found it better to focus solely on equestrian sport.
