Crufts is one of those instances where bigger really is better. It’s the world's largest, and most prestigious, dog show. Immense in every sense of the word, it’s held annually at the suitably ginormous NEC in Birmingham. But it wasn’t always massive, of course. Cue, a bit of history.
The Greatest Dog Show On Earth was humbly born in 1891, the invention of Charles Cruft, a dog biscuit manufacturer who was keen to showcase working dogs and their ability to perform tasks. Over time, it grew in size and scope, incorporating more and more dog breeds and categories of competition. In 1939 it was acquired by The Kennel Club.
In 1948, Crufts moved to its current NEC home, where around 28,000 dogs now take part and around 160,000 people attend over four days in March. For dog handlers and breeders, it’s the ultimate show to qualify for. For pet brands, it’s a chance to meet and interact with a uniquely engaged audience of dog-mad consumers and for the standard dog owner or enthusiast, it’s an irresistible opportunity to be entertained…and shop, shop, shop!
I watched Crufts long before I began working with pet brands because I’m one of those lifelong dog fans. But it wasn’t until a few years ago that I physically made the journey up the M40 to attend. Once you get there, you really can’t underplay the sheer enormity of it all. Hall upon hall of stands and show rings, enveloped by rows and rows of participating canines, all stationed together by breed.
I’m a proud and slightly obsessed fox terrier owner, so there’s nothing quite like running into one when I’m out and about. But nothing can prepare you for seeing packs of your favourite foxys all in one place. Some trotting into the ring, others being expertly coiffed on the sidelines, where you can stand and observe…and reflect that your own mutt is unlikely to ever look quite so polished. You can get up close to say hello and for a moment imagine what it might be like to show your own pup on the world’s most acclaimed pet stage. I did quite a lot of that on Thursday Terrier day.
So, that’s the first thing I really love about Crufts. If you’ve yet to visit yourself, consider this also. They say that spending time with dogs can trigger the release of oxytocin, a hormone associated with bonding and reduced stress. Interacting with dogs has also been shown to decrease levels of cortisol, a stress hormone, and increase feelings of calm. If hanging out with one dog gives does all this, imagine hanging out with hundreds of them. All day. Crufts makes me tangibly happier – another reason I wouldn’t miss it.
The second thing I really love about Crufts is the vibe. It just all feels so friendly and inclusive. It’s often said that empathy and compassion are prerequisites of good dog ownership and that feels even more the case in a Crufts context. United by a shared passion for dogs, everyone is just so NICE. Even if you manage to get through an entire day without having a lively chat with a complete stranger, you definitely won’t emerge without having shared a smile with at least ten of them.
Crufts never gets boring, however many consecutive years you visit. Another reason to go again and again. Aside from all the aforementioned loveliness, you just get wowed every time by the sheer awesomeness of our four-legged friends. Whether it’s the speed and precision of the flyball head-to-heads, the bravery of the police dog teams or the sheer genius of the medical detection pups, it’s all so mind-blowingly brilliant. Dogs are just so darn cool. From my day job perspective Crufts also rocks, of course. Aside from meeting up with clients and contacts, I get to see so many brilliant brands – giants and start-ups – and to check out what exciting stuff they’re doing and how they’re doing it.
All this is a lot to fit into one day. This year, as I left the car park, I realised I’d only spent about 10 minutes of my ten hours in the Arena. And trust me, that’s not nearly enough time. Next year, I’m down for the week.
www.crufts.org.uk
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