Sprucing Up The Equestrian World
From hosting a Rolex Grand Slam of Show Jumping Major to inspiring local school children, Spruce Meadows champions both world-class sport and community connections. We meet Linda Southern-Heathcott to find out how she keeps this iconic venue thriving.
By Glorious
Sitting down with Linda Southern-Heathcott, you immediately sense how deeply intertwined she is with the legacy and future of Spruce Meadows, located just outside Calgary, Alberta, in the foothills of the Rocky Mountains. For Linda, this isn’t just a world-renowned equestrian venue—it’s part of her family’s history, her heritage, and a pivotal piece of the show jumping world. Spruce Meadows stands as a testament to decades of dedication, passion for the sport, and a vision that has guided its transformation from humble beginnings into a landmark on the international equestrian stage.
We begin by discussing how it all started—how a family ranch transformed into what is now an internationally recognised sporting and entertainment facility. “It’s taken 49 years of hard work, perseverance, and commitment to excellence,” Linda explains. “This didn’t happen overnight, and while we’ve expanded over time, the vision my parents, Marg and Ron Southern, had for this place remains the same.”
The Southern family’s journey began in 1971 when they purchased the land that would four years later become Spruce Meadows. What started as a ranch evolved into a sporting venue with a very specific goal: to enhance the sport of show jumping, while always staying grounded in community and tradition. “I took over in 2005, and while we’ve continued to evolve, the tradition stays the same. We always try to improve the experience for our sponsors, athletes, and fans, but it’s still very much a family operation. I think that’s been a strength, not a challenge.”
The Southern family’s journey began in 1971 when they purchased the land that would four years later become Spruce Meadows. What started as a ranch evolved into a sporting venue with a very specific goal: to enhance the sport of show jumping, while always staying grounded in community and tradition. “I took over in 2005, and while we’ve continued to evolve, the tradition stays the same. We always try to improve the experience for our sponsors, athletes, and fans, but it’s still very much a family operation. I think that’s been a strength, not a challenge.”
Linda notes that being a family-run business has given them a certain flexibility—a unique advantage in making decisions quickly, always with the sport in mind. “We’re always guided by what’s best for show jumping,” she says, a clear sense of pride in her voice. This simple guiding principle has anchored the family’s efforts, ensuring Spruce Meadows evolves while holding onto its roots. Something Linda knows all too well, given her experience as a competitor at the 1996 Atlanta Games.
Reflecting on the challenges of staying relevant in today’s world, Linda is quick to point out how the sport has changed. “Athletes have so many choices now, and coming to Canada isn’t the novelty it was 40 years ago,” she says. However, Spruce Meadows continues to draw the very best competitors year after year, a testament to its place within the Rolex Grand Slam of Show Jumping. This prestigious series, which includes CHIO Aachen, CHI Geneva, and The Dutch Masters in ’s-Hertogenbosch, offers a €1 million bonus for any rider who can win three consecutive events, with an additional €1 million for a fourth victory.
“It’s one of the most challenging feats in the sport, and being one of the four venues selected for this prestigious series means a great deal to us,” Linda adds. “Our relationship with Rolex goes back more than 35 years. It’s been a fantastic partnership, built on mutual respect and shared goals.” The Rolex Grand Slam represents the pinnacle of show jumping, and Spruce Meadows rises to meet that standard year after year.
But for Linda, it’s not just about prize money or prestige. “We’ve stayed true to certain things, like our grass fields,” she explains. “Many venues have switched to all-weather footing, but we believe grass is still the best for show jumping. It’s part of who we are, and we’re committed to maintaining that, even as we evolve in other ways.”
This commitment to balancing tradition with innovation is evident in everything Spruce Meadows does, particularly during the Spruce Meadows ‘Masters’. Every September, the best riders in the world gather in the foothills of the Rocky Mountains to compete in what is often described as one of the toughest competitions on the global show jumping calendar. This year, Martin Fuchs, a Swiss rider, claimed a back-to-back victory in the CPKC International Grand Prix, presented by Rolex, and in doing so became the live contender of the Rolex Grand Slam of Show Jumping ahead of the CHI Geneva. The win was made even more meaningful because Fuchs’ father had also competed at Spruce Meadows but had never secured a win. “It’s really one of my biggest dreams to win here,” Fuchs said after his victory. “My father always said this was the best show in the world, although he never managed to win, he often said how incredible it would be if I could one day win the Grand Prix.”
Linda reflects on how each year’s competition develops its own unique personality. “Even though the format is the same, and the competitions are similar, every year has its own surprises. It was exciting to watch Martin win this year—it was quite dramatic. Even with only three in the jump-off, there was so much tension. You never know how it will unfold, but that’s what makes it special.”
This year’s weather was another standout feature. “Sunny!” Linda exclaims with a laugh, “Which makes a change!” She adds, “Usually, the crowds are running for cover from the rain, but this year, they were searching for shade.” The clear skies only added to the enjoyment for the fans, who, as Linda points out, are key to the atmosphere at Spruce Meadows. “We have such great fans—not necessarily horse people, but generations of families coming together to enjoy a day out. They really take ownership of the jumps in their area, cheering when things go well and falling silent when they don’t!”
connection
As our conversation shifts to the local community, Linda speaks passionately about making the sport accessible. “We’ve kept our events affordable,” she says. “Tickets to our summer events start at just five dollars, and even the Masters is only 25 dollars for general admission. We want to make sure everyone can experience the magic of Spruce, whether they’re long-time fans or seeing it for the first time.”
One of the most special aspects of Spruce Meadows is its deep connection to younger generations. Through the Spruce Meadows Leg Up Foundation School Tours Program children in grades 4 to 6 from local schools are given the opportunity to visit the 500-acre site to learn about beekeeping, horses, showjumping, agriculture, and sustainability. The program, run through the venue’s charitable arm, is more than just a field trip—it’s an immersive educational experience. The children explore different aspects of nature and equestrian life, including a special Seed Survivor Program, where they learn to plant seeds and understand the origins of food.
“They realise food doesn’t just come from the grocery store!” Linda laughs. These interactive lessons foster a deeper appreciation for agriculture and the environment, giving children hands-on experiences they wouldn’t typically get in a classroom.
“About 33% of our fanbase has come through one of these programs,” Linda shares proudly. “We tell the kids, ‘Bring your parents!’ And they do! It’s amazing to see families coming together to watch the competitions and enjoy a wide variety of entertainment.” This community-building approach has played a vital role in making Spruce Meadows a family destination, where equestrian sport meets education and fun.
Looking ahead, Spruce Meadows is preparing to celebrate its 50th anniversary in 2025, and Linda can’t hide her excitement about what’s in store. “We’re expanding the facility with a new restaurant and coffee shop, both set to open just in time for the anniversary celebrations,” she shares. “We want Spruce Meadows to be a year-round destination, not just somewhere to visit during the equestrian season.” Linda beams as she lists the diverse events on the horizon: “We’ve got so much happening—movie nights, concerts, dog shows, soccer—you name it!”
The anniversary isn’t just about new beginnings; it’s also an opportunity to honour the remarkable journey that’s brought Spruce Meadows to where it stands today. “We’ve compiled a list of nearly 5,000 names—individuals and sponsors who’ve contributed to our success over the years,” Linda says with pride. “We want to thank each of them properly.” She laughs, “I’m not sure how we’ll manage to thank all 5,000, but we’ll try! Maybe we’ll break it down into groups—athletes, sponsors, fans, media…”
Running a venue as significant as Spruce Meadows requires a dedicated team, and Linda is quick to credit the staff who make it all possible. “We have 97 full-time employees, and in the summer, that number goes up to 145,” she says. “It’s a lot of work to keep things running smoothly, but we have an amazing team, and everyone is committed to making sure Spruce Meadows remains one of the top venues in the world.”
For Linda, her connection to show jumping extends beyond her role at Spruce Meadows. As a former competitor herself, she understands the pressures and joys that come with elite competition. “A lot of people ask if I miss competing,” she says. “But I’m still very much involved in the sport. It’s just in a different way now. I’m shaping the future of show jumping, making sure it remains healthy and vibrant.”
Linda’s days are spent at Spruce Meadows, and her connection to the venue is palpable. “I live right by the venue, so I’m usually there by 9 a.m.,” she says. “I love walking the grounds and taking in the beauty of the place. It’s something my father didn’t do enough of, and I make sure to appreciate it.” And then there’s her love for animals, particularly dogs. “I used to have five, but now I’m down to two Australian Shepherds, Norman and Tulsa,” she says, laughing. “My husband loves cars, and I love dogs!
excellence
As our conversation comes to a close, Linda reflects on the remarkable journey that has brought Spruce Meadows to where it is today. “We’ve come a long way, but there’s still so much more to do,” she says. “We’re always striving for excellence, and that’s what makes Spruce Meadows special. Whether it’s the athletes, the fans, or the sponsors, we want everyone to leave here feeling like they’ve been part of something truly extraordinary.”
Spruce Meadows is more than just a venue—it’s a family’s vision, a community’s pride, and a global stage for the very best in show jumping. As the next chapter in its story unfolds, with its 50th anniversary on the horizon, it’s clear that Spruce Meadows will continue to leave its indelible mark on the sport, while remaining true to the values that have defined it for nearly five decades.
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