The big Five-Oh is a milestone for any of us. So when the Fort Worth-based National Cutting Horse Association planned their 50th World Championship Futurity for 2012, they knew it called for a major marketing and advertising campaign. The team, led by Jeff Hooper, Bruce Anderson, and Les Kerr, created everything from a new event logo to across-the-board advertising and social media. Follow-up research, under the management of Angie Highland, documented impressive results: more than 92,000 visitor days over the twenty-day event, with direct expenditures totaling over $22 million subject to state taxes.