Join Date: Aug 2009
Location: New South Wales, Australia
There is no "hidden community". The horse world is generally quite easy to find, with many registered clubs and competitions.
To get people in you'll need to supply a good product at competitive prices. Once people start coming there, and you get a good name for yourself, then more people will come. The horse world is heavily reliant on word of mouth. If I want to keep my horse somewhere, buy a food, use a trainer, get a farrier, buy a saddle etc I ask the advice of the horse people I know, and see what they use.
To begin with advertise, if you are offering an affordable, good option people may be interested. All horse people need feed stores and tack stores, so these are good places to advertise.
Get involved in the horse community, compete, volunteer, participate. The adult riding club, pony club, jump club etc.
Also, to get children in. My high school used to have a "Line 8" program where every Thursday afternoon in one of the terms students would go to an activity. They could choose between glass painting, sports, deportment etc and one of the options was horse riding. There was a bus that would take us to a local riding school and we'd do a lesson. In primary school a different riding school had an afternoon program where they'd pick the kids up, give them a lesson, teach them horse stuff and then the parents would pick them up after work.