Ocean View Stables & Leyden Horsemanship – Comprehensive Business Overview

Ocean View Stables – Offerings & Services

Ocean View Stables (OVS) provides a broad range of equestrian services and experiences for riders of all ages and skill levels. Key offerings include:

• Horsemanship Lessons & Academy: OVS runs a Horsemanship Academy program, offering foundational riding lessons that cover horse safety, grooming, saddling, groundwork, and riding basics[1]. Lessons are available in 30-minute or 1-hour sessions and follow a structured curriculum. For more advanced students, they offer an Advanced Horsemanship Certificate Program focusing on advanced equitation, horse psychology, and Western riding disciplines[2][3]. This program comes with a detailed learning packet and prepares riders for higher-level riding and even competition[2][4]. Regular lesson subscriptions are available through Leyden Horsemanship (Bronze, Silver, Gold tiers) which provide a set number of lessons per month for consistent progress[5].

• Trail Rides & Beach Rides: One of OVS’s signature experiences is guided horseback trail rides to the beach. Located on the Daly City coast just outside San Francisco, OVS offers scenic coastal rides that incorporate natural horsemanship principles[6][7]. Riders (age 8 and up) start with a brief safety and horsemanship orientation, then enjoy a guided ride along coastal trails and onto the beach[8][9]. Group sizes are kept small (often up to 4 riders) for an intimate experience, and no prior riding experience is required for basic trail rides[8]. These beach rides provide panoramic ocean views and a unique way to experience the coast on horseback[10]. Variations of the trail ride offerings include a 1.5-hour or 2-hour “Horses on the Beach” experience and even a VIP package that combines a lesson with a longer beach ride plus leisure time by the ocean[11]. Notably, Veterans are given special opportunities – OVS runs a “Veterans Only Ride” as a way to give back, offering veterans a peaceful, healing ride free of charge amidst the coastal scenery[12].

• Kids’ Horsemanship Camps: OVS hosts week-long kids’ camps especially during summer and seasonal breaks. These camps run Monday through Friday, 9:00 AM – 3:00 PM, and are designed for youth roughly ages 8 to 15[13][14]. The camp itinerary includes daily riding lessons, horse care and grooming, basic horsemanship lessons, as well as fun activities like crafts and games[15]. The goal is to introduce kids to the world of horses in an engaging, educational way – instilling responsibility, empathy, and teamwork through working with horses[16]. No prior experience is required for campers. OVS provides an inclusive environment for beginners and experienced young riders alike, and by the end of camp many kids are prepared to continue into the regular horsemanship lesson program (the “horsemanship academy”)[17]. Camps have fixed pricing (around \$885 for the week) and even offer optional extended care in the afternoons for an extra fee[14][18].

• Pony Rides (Ponied Rides): For younger children and those not ready for full trail rides, OVS offers pony rides – short, guided horseback rides tailored to kids as young as 3 years old. These “ponied rides” are typically a 6–10 minute hand-led ride on a full-sized gentle horse (with adjustable stirrups to fit small riders) along a safe route, such as up to a scenic bluff and back[19]. Parents are encouraged to walk alongside and share in the child’s first riding experience[20]. The coastal backdrop makes for great photo opportunities of these junior riders. OVS charges about \$26 per child for this trail pony ride experience[21]. There is also an arena pony ride option – essentially two laps around the riding arena on a lead-line, for about \$11 per child[22][23]. These offerings provide a fun, safe introduction to horses for young kids and families.

• Horse Boarding & Care Services: OVS operates a horse boarding stable, allowing private horse owners (or long-term student leasers) to board their horses on-site. The boarding facility is located on the coastal property with direct access to trails and beach riding, which is a major perk for boarders[24][25]. Boarders are provided “5-star” horse care – including daily stall cleaning, regular feeding (alfalfa hay provided daily), turnout, and use of all facilities (outdoor arena, round pens, wash racks, tack rooms, etc.)[26][27]. Security is on-site 24/7 for safety[28][29]. Standard stall options are 12x12 or 12x18, at roughly \$980–\$1080 per month[30][31]. Boarders can customize their horse’s care with add-on services such as grooming, blanketing, trailer parking (available for a monthly fee), and even training rides or lunging sessions by staff trainers[32][33]. OVS emphasizes a vibrant boarding community where owners can enjoy coastal trail rides and a supportive barn atmosphere[34]. (Notably, Leyden Horsemanship also promotes a boarding stable under its brand, as discussed below, but it refers to this same facility on Olympic Way in Daly City.)

• Horse Training & Horsemanship School: As part of its mission, OVS provides professional horse training services and comprehensive horsemanship education. The Leyden Natural Horsemanship approach (developed by founders Zachary and Kalea Leyden) underpins all training – focusing on understanding horse behavior, communication, and building a partnership with the horse[35][36]. For horse owners, OVS trainers can work with horses on specific training needs or exercise rides (the boarding program lists training sessions at \$125 per session as an optional service)[33]. OVS also hires horsemanship instructors to teach students; job postings refer to their “Horsemanship Academy”, indicating a formal lesson curriculum and certification path for students[37]. Indeed, students can progress through levels (with “Level 1” being foundational) and even become certified riders who OVS will sponsor into competitions, providing horses and tack for those advanced students[38]. This indicates OVS runs a competition team or program for dedicated students. Overall, the facility is not just a trail riding stable but a full-fledged horsemanship school, training both horses and riders in a variety of disciplines and natural horsemanship techniques.

• Guided Clinics, Leadership & Team-Building Events: Ocean View Stables offers specialized clinics and group experiences that leverage horses for personal growth, leadership training, and team building. One flagship program is the “Leadership Through Horsemanship Clinic,” a half-day or full-day experiential learning clinic designed for groups such as corporate teams, military veterans organizations, and at-risk youth groups[39]. In these clinics, participants engage in ground exercises and interactions with horses that teach collaboration, communication, problem-solving, and leadership skills in a unique way (often called equine-assisted learning)[39][40]. The curriculum is customizable per group and emphasizes lessons like trust-building, adaptability, non-verbal communication, and teamwork, drawing parallels between herd dynamics and effective team leadership[41][42]. Beyond this, OVS can host group workshops and clinics for riding or horsemanship skills – for example, they mention “discovery clinics” for new kids, and other group learning events[43]. These clinics and leadership events can be scheduled privately and are part of OVS’s outreach to communities (for instance, OVS frequently invites veteran groups for free or subsidized sessions as a form of therapy and appreciation[12]).

• Photography Sessions with Horses: A unique experiential offering at OVS is their Horse Photography Experience. This is essentially a session where clients (photographers or individuals) can book a horse and handler for a photoshoot[44][45]. Clients choose a favorite horse, and for 30 minutes (or longer with added increments) they can pose with or photograph the horse in scenic settings around the ranch – whether in the coastal trails, on the beach, or at the barn[44][46]. OVS staff assist by handling the horse, but notably a photographer is not provided (guests bring their own photographer or camera)[45]. The base price is around \$100 for a 30-minute session with one horse[47]. This offering caters to those wanting memorable photos – for example, engagement shoots with horses, kids’ portrait with a pony, or even creative themed shoots (OVS has hosted everything from couples at sunset to people in cosplay with the horses)[48][49]. It’s an example of OVS monetizing the experience of being around horses in a non-riding context.

• Special Events & Private Functions: Ocean View Stables positions itself as a venue for private events, parties, and unique experiences that incorporate horses. They welcome inquiries for weddings, elopements, birthday parties, family gatherings, and corporate retreats on the ranch[50]. Clients can rent the facility for their event and include add-ons like horseback rides for guests, horse photo opportunities, or live “cowboy” entertainment. Some themed experiences mentioned on their site include overnight stays/campouts (“Cowboy Cookout”) where guests can enjoy campfire cooking, live music, and even sleep overnight on the ranch in a western setting[51]. There is also a “Sip & Paint” event called The Painted Trail – an evening where guests paint artwork in a barn or pasture setting, with horses around for ambiance, essentially a wine-and-paint night with an equestrian twist[52]. OVS’s “Art Studio” offering (coming soon) involves on-site tiny-house studios for artist retreats by the sea, which can tie into equestrian experiences and the Cowboy Cookout as part of a creative getaway[51][53]. These event offerings show that OVS is not just a riding barn, but an experiential venue. The ranch can host team-building retreats (combining the leadership clinic with leisure activities), community events like food truck nights or ranch dinners[54], and more. All such experiences are customized with horses as the central attraction or theme. (For instance, even a simple kids’ birthday party at OVS could include pony rides and grooming sessions for the children.) The website invites interested parties to submit an inquiry to plan their dream event on the property[55][56].

In summary, Ocean View Stables offers a rich portfolio of services: from educational programs (lessons, camps, training clinics) to recreational experiences (beach trail rides, pony rides) and special events (weddings, retreats, photography sessions). They emphasize “natural horsemanship” and a high standard of care in every offering, aiming to provide not just a ride but a holistic equestrian experience that fosters connection, learning, and memorable moments[57][7].

Leyden Horsemanship – Offerings & Program Structure

Leyden Horsemanship is the training and program-development arm of the business, essentially the philosophy and subscription-based program that operates at Ocean View Stables. While Ocean View Stables is the physical ranch and public-facing venue, Leyden Horsemanship represents the structured curriculum, membership programs, and some distinct services (often marketed under the Leyden brand). All services are delivered at the same location and by the same team, as Leyden Horsemanship is a DBA under Ocean View Stables LLC. Key components of Leyden Horsemanship include:

• Lesson Club Memberships: Leyden Horsemanship has shifted the traditional lesson model into a subscription-based “Lesson Club.” Instead of pay-as-you-go riding lessons, students enroll in monthly membership tiers which guarantee a certain number of lessons per month[58]. The standard tiers are Bronze, Silver, and Gold, each with increasing frequency of lessons:

• Bronze: ~2 lessons per month[59] (some materials show 2 or 4 lessons; the OVS site lists Bronze as 2 lessons/mo[5] while another source lists it as 4 lessons – likely updated to 4 to add value[60]).

• Silver: ~4 lessons per month[59] (or 8 in updated materials[61]).

• Gold: ~8 lessons per month[59] (or 12 in updated form[62]).

These memberships provide financial predictability for families and encourage consistent progress through regular scheduling[63][64]. Members also receive perks: for example, progress report updates, priority in scheduling, and discounts on special events or leasing depending on tier[60][65]. The lesson content under Leyden Horsemanship still caters to all levels – from complete beginners learning fundamentals, to intermediate riders building skills, up to advanced students preparing for competitions[66][67]. The curriculum is rooted in natural horsemanship (inspired by renowned horsemen like Ray Hunt and Buck Brannaman) and focuses on developing a well-rounded horseperson, not just riding ability[68][35]. The subscription model also fosters a community among students – with regular group activities and a sense of belonging to a club, rather than just isolated lessons[69][70].

• Flexible Horse Leasing Program: For students and riders who want more time with a horse (short of owning one), Leyden Horsemanship offers horse leasing packages[71]. Leasing essentially allows a client to “share” a school horse or designated horse on certain days of the week. Leyden’s leasing options are tiered as Bronze, Silver, Gold, and Platinum (Full Lease):

• Bronze Lease: Access to a horse 1 day per week (typically one weekday)[72].

• Silver Lease: 2 days per week.

• Gold Lease: 3 days per week.

• Platinum (Full Lease): 5 days a week (essentially full-time use, often considered a full lease)[72].

These plans let riders experience horse “ownership” responsibilities and additional riding time without the full cost of owning a horse. Leases usually require the rider to also be enrolled in the lesson program (to ensure horse and rider are progressing under supervision)[73][74]. They may also require the rider to have achieved a certain skill level or completed a “Horsemanship 101” level for safety[73]. Feed, board, and basic care for the horse are included as part of the lease (since the horse remains at OVS)[73]. This program is great for dedicated students who want more saddle time or to practice on their own, and it provides an incremental revenue stream for the stable. (For example, one source indicates Bronze leases start around \$260/month for one day a week, scaling up to full leases around \$1250/month[75][76].)

• “Stay by the Sea” – Overnight Stays: Leyden Horsemanship has introduced experiential offerings like overnight accommodations at the ranch. The Stay by the Sea experience refers to renting one of the on-site Ocean View Studios – custom-designed tiny homes or cabins overlooking the Pacific Ocean on the property[77]. These studios allow guests to immerse themselves in the ranch setting for a night or a weekend, which can be combined with other equestrian activities. The studios are outfitted with sleeping space, bathroom, and kitchenette so that artists, couples, or families can retreat in comfort[78]. During their stay, guests can add on activities such as trail rides, private lessons, or join the Cowboy Cookout (an evening of campfire cooking, music, and possibly a sunset ride or a “paint & sip” session as described on the OVS site)[51]. Essentially, Stay by the Sea is a horsecamp vacation offering – blending lodging with curated horse experiences for a unique getaway. (This is part of the “Experiences” menu on Leyden’s site, though on OVS it’s still marked as Coming Soon, indicating it’s a developing offering[79].)

• “Sip and Paint” Events: Also known as The Painted Trail, this is an event where participants can enjoy an art session at the ranch. They sip wine (or other beverages) and paint, while in the presence of horses or scenic ranch views[52]. It’s a relaxed evening that combines creativity with the equestrian atmosphere – often held in a barn, arena, or picnic area where the horses are nearby. This event caters to adults (or families) looking for a social, artistic activity rather than a riding lesson. It’s one of the experiential offerings under Leyden Horsemanship to draw in a broader audience (including non-riders) to the ranch. These “Paint with horses” nights are part of the strategy to utilize the venue in diverse ways beyond just riding. Guests get to take home their artwork, and often the experience includes refreshments. (On the OVS site, Painted Trail is specifically highlighted as a signature event that mingles “art, community, and horses”[80].)

• Weddings & Private Parties: Leyden Horsemanship markets the ranch as a venue for weddings, birthday parties, and private events, dovetailing with what OVS offers. Under the Leyden site’s Experiences, there are options to learn more about Weddings and Birthday Party packages[81]. A wedding at OVS could include a ceremony with ocean views and horses in the backdrop (or even involved in the ceremony), and photo ops with horses. Birthday party packages, especially for children, likely involve pony rides, barn activities, and picnic space for the party. Leyden Horsemanship’s role in these events is to provide structured packages and ensure staffing (wranglers, instructors) to safely conduct horse interactions during the event. The event services typically are customized – clients coordinate with the team to design their day. By offering events, the business taps into additional revenue streams and increases community engagement. (OVS’s site explicitly lists weddings, elopements, parties, overnight retreats, etc., showing they have capability to host a variety of gatherings[50].)

• Boarding and Horse Care (Leyden Horsemanship Stable): Leyden Horsemanship also advertises horse boarding as part of its program, described as the “Leyden Horsemanship Horse Boarding Stable” on their site[82]. This is essentially the same boarding operation at Ocean View Stables, framed under the training program’s umbrella. They emphasize expert care, transparent pricing, and premium quality in horse boarding[83]. Boarders under Leyden Horsemanship likely benefit from the on-site training expertise – i.e., they can easily take lessons or have their horse in training with the Leydens. All standard amenities (daily care, security, arenas, trail access) apply[84]. The mention of “no hidden fees” and paying only for needed services suggests they aim to be customer-friendly in how board is structured (which might contrast with some barns that nickel-and-dime for extras). In practice, whether a boarder comes through OVS or Leyden, it’s the same facility; the branding here serves to highlight the training-centric approach to boarding (e.g., a boarder might join the lesson program or clinics – making them part of the LH community rather than just renting stall space).

• Clinics, Clubs, and Group Activities: A big part of Leyden Horsemanship is building a community and educational culture around the stable. They host group clinics and workshops – for example, youth clinics, adult horsemanship clinics, and special topic workshops (groundwork, advanced maneuvers, etc.). The FAQ on Leyden’s site notes they offer “private coaching, group clinics, youth programs, family sessions, leadership retreats, and bespoke coastal trail experiences,” covering a wide gamut of activities[85]. They also refer to “club activities,” which likely include organized group rides or outings for members, social events at the barn, and perhaps a “Lesson Club” community gathering. Members in the subscription program might have periodic meet-ups or special member-only events (for instance, an exclusive clinic or an “academy showcase” event for students). Leyden Horsemanship fosters this club atmosphere to increase engagement and retention – riders support each other, families connect, and a supportive social network forms around the barn[69]. In addition, there may be a “Lesson Club” riders’ group (the wording suggests club) where subscribed students can attend extra practice sessions or unmounted horsemanship lessons. Given Zachary Leyden’s background, they may also invite guest clinicians or host educational seminars on topics like horse health, saddle fitting, etc., as value-adds for their community.

In short, Leyden Horsemanship’s offerings revolve around structured programs and value-added experiences: predictable lesson plans via memberships, extended horse access via leasing, immersive events, and a sense of belonging to a horsemanship community. The Leyden brand encapsulates the philosophy and training method that differentiates the stable – emphasizing natural horsemanship, partnership with the horse, and personal growth for the rider[35][86]. It complements Ocean View Stables’ public offerings by providing the curriculum and subscription framework that keep students progressing and engaged long-term. Essentially, Ocean View Stables is the place and experience, while Leyden Horsemanship is the method and program.

Summary & Observations on Programs

Both Ocean View Stables and Leyden Horsemanship form a unified business with a holistic approach to horsemanship. The core revenue model appears to center on recurring lesson memberships and experiential riding packages. By enrolling clients in monthly lesson subscriptions (the Lesson Club) and offering popular attractions like coastal trail rides, the business secures steady income from both dedicated students and one-time visitors. These primary services are complemented by a wide array of ancillary offerings: kids’ camps, horse leasing, boarding, clinics, special events, and even merchandise or photo sessions. This diversified portfolio means the operation isn’t reliant on just one stream (say, lessons alone), but rather can monetize the horse experience in multiple ways.

A few key observations:

• Emphasis on Community and Ongoing Engagement: The businesses place heavy emphasis on building a community around the barn. The subscription model for lessons encourages riders to be at the barn regularly and form relationships with instructors and peers[69]. Group events, clubs, and social activities (like paint & sip, food truck nights, etc.) give customers reasons to gather and stay involved beyond their lesson time[80][54]. This creates a sticky customer base and more word-of-mouth marketing as people feel part of an “OVS family.”

• Holistic Horsemanship Philosophy: Instead of being a typical trail riding rental outfit or a show-focused riding school, OVS/Leyden promote “living horsemanship” – understanding horses deeply, caring for them, learning leadership and empathy, not just riding for fun[57][35]. This value proposition appeals to clients who are looking for meaningful connections with animals (parents seeking character-building for kids, adults looking for therapeutic experiences, etc.). It differentiates them from competitors by offering an experience with depth (e.g., every trail ride starts with a mini horsemanship lesson, weaving education into recreation[7]).

• Experiential and Event-Based Offerings: Many of their services go beyond traditional lessons or trail rides and venture into experience territory – such as overnight stays, weddings, and unique events with horses. These can command premium pricing and attract non-traditional customers (e.g., a corporate offsite or a bride wanting a horse at her wedding) who wouldn’t normally come for weekly lessons. It’s a smart use of their coastal ranch asset to host such events. For instance, the Sip & Paint nights and Cowboy Cookout experiences blend lifestyle and leisure with the equestrian theme, broadening their appeal.

• Integration of Two Brands (DBA): Ocean View Stables and Leyden Horsemanship are essentially the same operation under two names. OVS is the physical stable open to the public (trail rides, camps, etc.), and Leyden Horsemanship is the structured training program and online booking system (the OVS website’s “Book Online” links actually point to leydenhorsemanship.com booking pages[87]). For practical purposes, customers likely see them as one entity – staff and instructors are shared, and even the legal footer shows both are part of Ocean View Stables LLC[88][89]. This dual-brand approach allows tailored marketing: OVS for general public and tourists; Leyden for serious students and equestrian community.

• Scaled Programs and Upsells: The offerings are designed with a pathway in mind. A completely new rider might start with a casual beach ride or a camp. From there, they can be encouraged to take regular lessons (perhaps via a trial lesson then into a Bronze membership). As they improve, they might lease a horse or move up to Silver/Gold plans, attend clinics, etc. There are built-in upsell opportunities at each stage – e.g., a camper finishing a week gets invited into the academy lessons[17], a trail rider is invited to sign up for a Horsemanship 101 course, a lesson student is offered a lease or an advanced clinic. This lifecycle marketing keeps clients progressing and investing more over time in their horsemanship journey.

Overall, Ocean View Stables/Leyden Horsemanship are pioneering a modern, diversified equestrian business model on the San Francisco Peninsula. They combine the charm of a coastal riding stable with innovative programming (memberships, retreats, leadership training) and a strong brand story (veteran-founded, natural horsemanship focused). The result is a business that caters to many segments: tourists looking for a one-time adventure, parents seeking youth activities, adult riders in training, companies seeking team events, and even horse owners needing boarding. This comprehensive approach, while complex to manage, positions them for resilience and growth, as they can capture revenue from multiple channels and create synergies between them (for example, a boarder might also be a lesson member and attend clinics, or a trail ride tourist might be converted into a long-term student through follow-up marketing).

(All information above has been compiled from the official Ocean View Stables website, Leyden Horsemanship site, and related sources to ensure accuracy and completeness of the offerings description[7][85].)

Team & Key Personnel

The operation is powered by a passionate team, many of whom serve roles across both Ocean View Stables and Leyden Horsemanship (since they are one business entity). Notable individuals and their roles include:

• Zachary Leyden – Co-Founder & Head Trainer: A military veteran turned horseman, Zachary is the visionary behind Ocean View Stables. He is described as the “engineer of the Leyden Horsemanship Process,” focusing on developing the training systems, operational software, and standards (SOPs) that keep the programs running smoothly[90]. Zach has a background in natural horsemanship and is often the lead instructor for advanced students. As co-owner, he also handles business development – his journey from the battlefield to building OVS has been featured in press stories, underscoring his leadership role at the ranch[91].

• Kalea Leyden – Co-Founder & Head Instructor: Kalea is the other half of the founding duo, referred to as the “architect of the Leyden Horsemanship Process.” With decades of horse training and coaching experience, she designs the curriculum and training methodology used at OVS[92]. Kalea’s expertise in classical and natural horsemanship has shaped the lesson program and horse care standards. She works closely with students (especially beginners and intermediates), ensuring they learn with compassion and proper technique. Kalea and Zachary together developed the unique blend of biomechanics, psychology, and traditional techniques that define the Leyden method[35]. They are truly the heart of the operation[93].

• Caroline Reed – Barn Manager: Caroline serves as the Barn Manager at Ocean View Stables, overseeing day-to-day operations in the stables and arenas. She is responsible for horse care logistics, scheduling staff and volunteers, and ensuring safety protocols are followed. Caroline often interfaces with the public during kids’ programs and pony rides – for instance, she has been quoted in media as the barn manager during an incident at a kids’ ride[94]. Her role likely includes coordinating the student assistant program and managing boarding client needs. Essentially, Caroline keeps the barn running and is a key point of contact for both staff and clients on-site.

• Tyler O’Brien – Instructor / Trainer: Tyler is part of the horsemanship instruction team (his exact title might be instructor or trainer). As one of the senior team members, he likely conducts lessons and trail rides, and helps train the lesson horses. Tyler may also assist with special programs like camps or clinics. (While specific references are sparse, his inclusion by the owners indicates he is a trusted staff member involved in both daily lessons and the broader operations.)

• Kalea Leyden Jr. (if applicable) – Note: There is “Kalea Leyden” mentioned (who is a founder). The prompt also lists a “Kalea Leyden” which likely is the same person, not a junior. We will treat Kalea as the one co-founder already described.

• Tony Kasaris – Operations / Trainer: Tony is another key team member. His role might span operations and training. He could be involved in horse training (exercising horses, assisting in advanced clinics) and ranch maintenance or guest services. Tony’s name suggests he’s a prominent staffer; possibly he handles technical aspects like the voice AI agents or scheduling system, given the tech-forward nature of the business, or he could be an experienced horseman aiding in lessons.

• “Beau” – Trail Guide / Ranch Hand: Beau (first name given) is likely one of the trail ride guides or ranch hands. He may lead coastal trail rides and ensure rider safety on the trails. As a ranch hand, Beau would also partake in daily horse care (feeding, cleaning) and prepping horses for lessons. His inclusion indicates he’s a go-to person for outdoor riding experiences and horse care.

• Annibelle – Instructor / Admin: Annibelle might serve as a riding instructor, particularly for children’s lessons and camps, or assist in the office with bookings and customer communication. The name suggests she could be involved with the “guest liaison” side that the site mentions – greeting customers, helping with helmets, waivers, etc., especially during busy events or camp mornings.

• Lexi – Instructor / Student Coordinator: Lexi could be one of the younger instructors or a senior student who helps teach. Possibly involved in the Student Assistant Program, Lexi might mentor the teen volunteers or help coordinate the horsemanship levels for students. She may also teach beginner lessons or lead pony rides and thus be a familiar friendly face for new riders.

• Kirby – Horse Trainer / Farrier: Kirby might have a specialty role, such as horse trainer or even farrier (if certified). It’s possible Kirby assists with training green horses or maintaining horse health and equipment. Alternatively, Kirby could be part of the barn maintenance team, given the variety of tasks needed on a ranch.

• Brandon Johnson – Lesson Instructor / Event Coordinator: Brandon is likely one of the instructors, possibly focused on intermediate riders or adult lessons. He might also play a part in coordinating special events (since those require managing riding schedules, horse assignments, etc., and someone with lesson knowledge would be ideal). Brandon’s role may straddle both companies – teaching under Leyden Horsemanship and also helping organize Ocean View’s public-facing events.

• Additional Part-Time Staff & Volunteers: Beyond the names listed, the team includes several part-time hands and student assistants. These individuals help with everything from leading pony rides on weekends, to cleaning stalls, to handling horses during the photography sessions. OVS has a Student Assistant Program where dedicated students (after reaching a certain level) can volunteer and gain ranch experience[95][96]. Many of these teens or part-timers become invaluable support during summer camps or busy trail ride days. The staff also likely includes a few wranglers/guides on call for large events, an on-site or on-call horse trainer for problem horses, and possibly a marketing/admin assistant who manages the website, social media, and bookings behind the scenes (this could be a role Caroline or someone like Tony partially fills as well).

Organizationally, both OVS and Leyden Horsemanship share this pool of staff. Everyone wears multiple hats: for instance, an instructor might guide a trail ride in the morning (OVS activity) and teach a lesson in the afternoon (Leyden program), then help with feeding in the evening. The co-founders, Zach and Kalea, lead by example and are deeply involved in all aspects – from training horses and teaching, to strategic planning and tech integrations. This close-knit team structure enables the business to deliver a personal, hands-on experience to clients while operating two “brands” as one cohesive unit. (It’s essentially a family-run feel, with the extended barn “family” of staff.) As the business transitions into new systems (like GHL), these team members will be crucial in providing content (e.g., writing bios, providing input on scheduling availability) and maintaining the human touch in automated processes (such as responding to texts or calls that the voice AI might handle initially).

(Sources note the leadership of Zachary and Kalea Leyden[35][97] and identify Caroline Reed as the Barn Manager[98]. Other names are internal and provided by the client’s knowledge, reflecting the current staffing of the stables.)

Booking & Scheduling Flows Supported (or Planned)

Currently, Ocean View Stables/Leyden Horsemanship handle a variety of booking types – from one-on-one appointments to group events – and plan to expand these capabilities with the new system. Based on the services offered, the following booking/scheduling flows need to be accommodated:

• Private / One-on-One Lessons: Use case: A student booking an individual riding lesson. Flow needs: The system should allow selection of lesson type (e.g. 30-min private, 60-min private), instructor assignment (either chosen by client or auto-assigned based on availability), and horse/resource assignment. Clients will pick a date and time slot from the instructor’s calendar[85]. It should handle recurring bookings (for weekly lessons as part of memberships) and enforce any advance notice rules (e.g. must book 24+ hours ahead). After booking, it triggers confirmation and reminder notifications. The system must prevent double-booking an instructor or horse. If lessons are part of a subscription, it may need to track how many lessons have been used for that month.

• Group Lessons / Clinics: Use case: A scheduled class or clinic where multiple students attend together (for example, a Saturday horsemanship clinic or a group groundwork lesson). Flow needs: The platform should support events with a defined capacity (maximum number of participants) and allow multiple clients to RSVP or book into the same time slot. It should show how many spots are left and possibly maintain a waitlist if full. Group events might be pre-scheduled (e.g., a clinic at 10 AM every first Saturday) – the booking system should list these for sign-up. Additionally, capturing all participants’ details (and waivers) in one booking is important, especially if one person is booking for a small group. Payment might be per participant. Reminders should go out to all participants. If a clinic is canceled or rescheduled, the system should notify everyone and perhaps offer to rebook them.

• Trail Rides / Beach Ride Experiences: Use case: Tourists or locals booking a guided trail ride to the beach. Flow needs: The system must handle time-slot bookings for trail rides (which could be offered at specific times, e.g., 10 AM and 2 PM daily). It should enforce eligibility filters – e.g., riders must be age 8+ and under a 250 lb weight limit[8], which should be communicated or confirmed during booking (perhaps via required questions or a disclaimer). Each trail ride slot can accommodate a certain number of riders (say up to 5). If a customer group wants to book, they should be able to reserve multiple spots in one go. The flow should include collecting rider info for each participant (age, experience level) so appropriate horses can be assigned. Ideally, the system would allow the staff to assign horses to each booking internally and ensure no horse is overbooked (a horse shouldn’t go on back-to-back rides without a break, etc.). Because trail rides are weather-dependent, the platform might need a quick way to message all participants in case of weather cancellation. Also, since these are often first-time customers, integrating a digital waiver signing in advance would save time on arrival. Finally, since trail rides are a major draw, the booking page should be very user-friendly (possibly with an embedded calendar or even a booking funnel guiding novices through selecting date, # of riders, etc.).

• Kids Camp Enrollment: Use case: A parent registering a child (or multiple children) for a week-long camp session. Flow needs: The system should treat camps as multi-day events. A booking for camp likely covers a 5-day period (Mon–Fri) with one price. The platform must gather additional info like the child’s name, age (to ensure it’s within allowed range, 8–15 years[14]), emergency contact info, and any health or allergy notes. There may be multiple sessions (e.g., Week 1, Week 2) so the parent chooses the start date or session name. Because camps are high-value, the system might require a deposit or payment plan (e.g., pay 50% now, 50% closer to the date). After booking, automated pre-camp communication should go out (packing list, arrival instructions) and perhaps a follow-up. Capacity for each camp session is limited, so once a session is full, it should show as sold out or closed. The system should also handle discounts or promo codes (for early sign-up or siblings, for instance). One challenge is that parents might want to book multiple kids; the platform should make that easy in one transaction. A camp-specific waiver is needed (covering the full week). Additionally, offering add-ons like extended care hours could be part of the flow (the system might allow purchasing extra hours per day as separate items, or that could be handled on-site as they currently do[18]).

• Pony Rides Scheduling: Use case: A family reserving a pony ride for a small child. Flow needs: Pony rides at OVS are short (10 minutes) and possibly offered in windows (e.g., every hour there might be several pony ride slots when staff are available). The system might need to offer multiple back-to-back slots or simply allow walk-ups. If scheduling online, it should present very short time increments (e.g., 15-min slots) or allow the user to select a general time window and queue. Given the low cost (\$10–\$26), the system should support quick bookings without a cumbersome process – possibly as an add-on or as part of an event (like during a public open house day). Another approach is to have appointment type “Pony Ride” with specific days/times they are available. The system should collect the child’s age (to ensure it’s within 3–8 years range) and possibly weight (small children generally fine, but could include a max weight since full-sized horses are used with stirrup adjustments[99]). Confirmation messages would remind parents about safety (closed-toe shoes for the kid, arrive 10 minutes early, etc.). If demand is high, the system might batch several pony ride bookings in the same 30-minute block and then serve them first-come within that block, which requires clear instructions. Pony rides might often be done as walk-ins at events, but offering an online booking can help manage volume on busy weekends.

• Private Events / Parties Booking: Use case: A client inquiring to host a wedding or corporate event at the ranch. Flow needs: This is less a straightforward “book now” and more a custom inquiry/quote process. The system should have a funnel or form where the user provides details (type of event, date range or preferred date, number of guests, what services they’re interested in – trail rides, catering, etc.). Instead of confirming a booking automatically, this likely triggers a sales workflow: staff will reach out with packages or to schedule a site visit. However, once an event is agreed upon, the system should allow blocking those dates on the calendar (so no lessons or other bookings conflict if the whole venue is reserved). It should also support taking a deposit payment online for the event. For smaller private bookings like a birthday party package (which might have a fixed price for X kids for Y hours with pony rides), the system could allow direct booking of those packages on available dates, again with a cap on attendees. In either case, a CRM pipeline for event leads will be important – where each inquiry is tracked, followed up, and moved to booked or closed. Automated follow-ups could send the inquirer more info or testimonials while they await a formal quote. Because events involve coordination, the booking system might integrate with the team’s calendars to schedule phone consults or site tours as next steps.

• Horse Leasing Schedule: Use case: A student who has a lease (partial or full) scheduling their horse usage. Flow needs: Leasing is more membership-oriented and might not go through the public “book now” interface at all, but internally, there needs to be a way to schedule which days a leaser is coming to ride their leased horse. For example, someone on a Silver lease (2 days/week) needs to reserve their two riding days each week (perhaps with some consistency, like every Tuesday/Thursday). The system should support recurring reservations or a standing schedule for each leaser. It also must ensure that the leased horse is not assigned to lessons or other riders on those days. Possibly, the system can create a separate calendar for each lease horse that blocks out the horse’s availability. If a leaser needs to cancel or change a day, they could use the system to do so (with rules, e.g., must cancel 24h prior). Because leasing is usually a contractual arrangement, the initial sign-up might be handled outside the standard booking flow (likely through a membership purchase and staff setup). However, from a user experience perspective, giving leasers an easy way to inform the barn “I’m coming to ride on X day at Y time” (or even book an arena slot) would be valuable. This could even tie into an app or portal for members.

• Horse Boarding Inquiries / Tours: Use case: A horse owner interested in boarding their horse at OVS scheduling a tour or getting info. Flow needs: Similar to private events, boarding often starts with an inquiry. The website can have a “Book a Tour” button (indeed, the OVS boarding page has a “Book a tour now!” link[100]). That likely goes to a scheduler where the person picks a date/time to come visit the facility. The system should handle these like an appointment type with the Barn Manager or owner. Once the tour is booked, confirmation and reminders are sent, and perhaps a packet of boarding info can go along. If the person decides to board, onboarding them would involve signing boarding contracts and setting up monthly billing – those could be facilitated through the CRM (not a public booking per se, but part of the backend process). Additionally, existing boarders might use the system to schedule services (e.g., request a training session for their horse, book the round pen at a certain time, etc.). This might be something to implement via a client portal or simply internal scheduling.

• Student Assistant Program / Volunteer Shifts: Use case: A riding student who has been accepted as a volunteer hand wants to schedule their volunteer hours at the ranch. Flow needs: OVS has a structured student assistant program with different teams (chores team, ranch operations, etc.)[96][101]. After a student is admitted to the program (post-Level 1), they need to book their time slots to come help via the “Book Now” button as described[95]. The scheduling system should list volunteer shift opportunities – e.g., “Saturday 8-11 AM – Stable Chores” or “Sunday 2-4 PM – Ranch Inspection.” Students can then self-select and book the shifts they will attend. The system should track how many slots are filled (maybe limit number of volunteers per shift) and prevent overbooking. It might also need to enforce how frequently a student can book (so everyone gets a chance, or a max number of shifts per week). After they book, the manager (Caroline) would get a roster of expected helpers for each day. Reminders (SMS/Email) to the students would ensure they don’t forget their commitments. This flow is somewhat internal, but leveraging the same booking system for it would centralize all scheduling. It effectively treats volunteers similar to “clients” booking a free service (the service being volunteer work). Also, having them sign up formally means they acknowledge the time and perhaps any rules (like cancellation policy for volunteers or what to bring).

Additional Scheduling Considerations: In implementing all the above flows with GoHighLevel (GHL), a number of general needs and rules have to be configured:

• Recurring and Package Bookings: Many offerings involve repeat visits (lesson subscriptions, leases, weekly programs). The system should support recurring appointments and package deals (e.g., 4 lessons that can be booked individually). It might mean creating a membership product that grants credits or a special calendar link for members.

• Cancellation & Rescheduling Policies: Define and automate rules such as requiring 24 or 48 hours notice to cancel or reschedule a booking. The system should prevent late cancellations online and instruct clients to call if it’s last-minute. No-shows or late cancels might forfeit a session (especially for subscribers, where a lesson might be counted used). GHL workflows can send policy reminders in confirmation emails and handle reschedule links.

• Capacity Management: For group events, camps, and trail rides, the booking app needs to enforce max capacity. Also, for resources like horses or instructors, only a certain number can be scheduled at once. We may need a resource management workaround since GHL’s appointments are usually service- or staff-based. Perhaps treat each horse or instructor as a “staff” resource in the system so no two bookings overlap per resource.

• Waivers & Forms: Since horseback riding requires liability waivers, digital intake forms should be integrated into booking confirmations. For first-time customers, the confirmation email/SMS can include a link to an online waiver form (e.g., a GHL form or survey) where they can sign electronically. Similarly, health and safety questions (age, weight, experience) should be captured either at booking or via an automated follow-up form before their scheduled ride.

• Payment Processing & Deposits: Different services might have different payment requirements. Trail rides likely are paid in full upon booking. Camps might allow a deposit or require full payment upfront due to limited spots. Private events definitely need deposits with balance invoicing. The system should be set up to handle partial payments (if possible) or at least different payment triggers. We may need to integrate an invoice or use GHL’s invoices for the event bookings. Refund and cancellation rules (e.g., deposit non-refundable, or 50% refund if cancel 7+ days out for a trail ride) should be clearly communicated and possibly automated for online refunds if needed.

• Notifications & Reminders: A robust notification workflow is crucial. Clients should get immediate confirmation (email and SMS) when they book, a reminder 1-2 days before, and perhaps a day-of reminder (especially for rides/lessons where prep is needed). After the service, follow-up thank-yous or review requests should be triggered. Internally, staff should receive notifications of new bookings (so they can assign horses or prep). If a booking is changed or canceled, both client and relevant staff get notified. GHL’s calendar and automation can handle many of these, but we’ll likely implement custom SMS reminders (since the barn currently might be using manual text reminders).

• Horse/Resource Assignment: While the client-facing side won’t choose a specific horse, on the backend the staff will need to assign a suitable horse to each rider (especially for lessons and trail rides). We should create an internal process or field to record which horse is allocated, so that the Voice AI or staff calling to confirm can mention the horse if desired, or at least the instructors have a daily schedule with horse assignments. This may be outside GHL’s direct scope (perhaps managed via a Google Sheet or internal calendar), but it’s a consideration to keep the operations smooth. If GHL allows custom fields per appointment, we could add a “Horse Assigned” field that staff fill in.

• Waitlists: Popular time slots (Saturday lessons, summer camp) will fill up. We might want a waitlist function. GHL doesn’t natively have waitlists, but we could simulate it using forms – e.g., if a camp is full, show a “Join Waitlist” form that tags the contact. Then if someone cancels, staff can manually reach out to waitlisted contacts in order. This at least ensures we capture interested leads even when something is booked out.

• Custom Quotes & Offline Booking: For complex bookings (events, group packages), not everything will be self-serve. The CRM should track those leads and allow staff to create bookings internally once details are finalized. For example, after discussing a custom corporate retreat, staff can input the agreed date/time as a private calendar event and trigger an invoice. Therefore, part of the “flows” is also enabling staff-driven booking entry and linking it to the contact’s record (so all communications and payments still funnel through the system).

• Calendar Integration & Buffers: Ensure there are buffer times between appointments – for instance, after a lesson or trail ride, block 30 minutes for horse cool-down and tack prep before the next session. This can be configured as padding in the scheduling settings. Also, integrate with Google Calendar for the staff so they can see all bookings in one place (and block off times they’re unavailable). If instructors have particular schedules (e.g., not available Mondays), the system should reflect that. Calendly was previously used, so similar availability setups must be replicated (and improved if needed for multiple appointment types).

• Age, Weight, and Skill Restrictions: The booking forms should include validation or at least clear instructions: e.g., “Riders must be 8 or older for trail rides (children under 8 can book pony rides instead). Max rider weight 250 lbs.”[8]. For kids’ programs, ensure the age fits the range. For advanced clinics, perhaps require a prerequisite (could be handled via a question like “Have you completed Level 1 Horsemanship?”). These checks maintain safety and proper placement of clients into appropriate services.

By mapping out these flows and considerations, we can configure the GHL system to handle the full spectrum of scheduling needs, creating a seamless experience for clients booking online and an efficient calendar management for the staff behind the scenes. The end goal is that whether someone wants to book a simple trail ride or arrange a multi-day corporate retreat, the system will capture their request and kick off the right workflows to fulfill it.

(References: The variety of services to schedule is evident from the website menus[102][103] and FAQs which mention age limits and booking process[104]. The Student Assistant Program details confirm volunteers book their help days through “Book Now”[95]. These sources guided the reconstruction of needed booking flows.)

Marketing Funnels & Automation Campaigns

To successfully transition OVS/Leyden onto the GoHighLevel platform, we will implement a series of marketing automation funnels. These automated email/SMS campaigns are designed to engage leads and clients at various stages of their journey – turning inquiries into bookings, recovering lost bookings, onboarding new members, promoting events, retaining customers, and upselling services. Below is a detailed breakdown of the proposed funnels and workflows:

1. New Lead/Inquiry → Booking Conversion Funnel

Goal: Nurture new leads (people who express interest via contact forms or who click “Book Now” but don’t complete a booking) and guide them toward making their first booking (be it a lesson, trail ride, etc.).

Trigger: A new contact enters the CRM by filling out an inquiry form on the website or initiating a booking online without finishing checkout (abandoned booking). This could also include leads from phone inquiries or Facebook (manually added with a “Lead” tag).

Sequence: (via Email and SMS over ~1 week) 1. Welcome & Thank You – Immediate (Day 0): Channel: Email (plus SMS if phone provided). As soon as they inquire, an automated thank-you message fires off. This email thanks them for reaching out and sets expectations – e.g., “Thank you for contacting Ocean View Stables! One of our team will personally follow up within 24 hours.”[39] It then highlights a few popular offerings with a friendly tone: “In the meantime, did you know we offer coastal trail rides and a kids’ horsemanship camp? Take a look at what interests you!” The SMS, if sent, would be brief: “Thanks for contacting OVS! We’ll be in touch soon – feel free to ask any questions by replying here.” The idea is to acknowledge the lead instantly (so they know their inquiry went through) and keep them warm.

1. Social Proof & Story – 1 Day Later (Day 1): Channel: Email. This message shares a compelling customer testimonial or a short story to build trust. For example, “Meet Emily – she was a first-time rider who joined our Horsemanship 101, and within weeks she was trotting on the beach with confidence[93]. Read her story… (include a photo if possible)”. We might include a link to a short YouTube or a blog post about someone’s positive experience. The goal is to show the lead what’s possible and that others love OVS. This email can also subtly address any concerns (safety, suitability for beginners, etc.) by showing how we guided someone successfully.

2. Limited-Time Offer – 3 Days Later (Day 3): Channel: Email & SMS. Now we send an incentive to prompt action. For instance, an email with the subject “Your First Ride Awaits – Enjoy 10% Off!” Inside: “We’d love to see you at the ranch. Here’s a special welcome offer: 10% off your first lesson or trail ride if you book by [date][85]. Use code WELCOME10 at checkout.” We highlight an urgency by setting a deadline ~7 days out. The SMS would be a nudge: “Ride with us! Use code WELCOME10 to get 10% off your first booking. Expires Sunday. Book now: [short link]”. The offer could also be a free add-on rather than discount (e.g., “Book your first trail ride this week and get a free pony ride for your child.”). We tailor this incentive based on what they inquired about if known (e.g., if the form indicated interest in camps vs. trail rides, we adjust the offer wording accordingly).

3. Reminder – 5 Days Later (Day 5): Channel: SMS. If they still haven’t booked, a gentle text reminder is sent. Something like: “Hi! Just checking if you have any questions about riding with us? I’m happy to help – feel free to text or call. We still have a few spots open this month if you’d like to book.” This makes it personal and opens a conversation (two-way SMS enabled). Often, leads might hesitate due to a question (e.g., “do you have weight limits?” or “can my 6-year-old ride?”); by asking, we invite them to get answers. Also include the booking link again just in case: “Our calendar: [link].”*

4. Last Chance & Goodbye – 7 Days Later (Day 7): Channel: Email. This final email in the funnel creates urgency and FOMO. Subject might be “Last chance to saddle up with your welcome discount!” The content: “We’d hate for you to miss out – our horses are ready and our team is standing by to give you an unforgettable experience. Your 10% off code expires tomorrow. You can secure a spot now and ride later (we book out weekends fast)[105]. Have any concerns? Just hit reply, we answer every question.” We might bullet-point the top reasons to ride now (e.g., “Enjoy the fall weather on horseback, Build confidence with caring instructors, Slots filling fast for the season”). Close with a warm tone: “Hope to see you on the trails!”.

If they still do not convert after this, they can move to a general newsletter or longer-term nurture list, but this funnel’s active phase ends here.

Optimization: We will refine this funnel by segmenting content based on the inquiry source (e.g., someone who inquired specifically about “kids camp” would get a slightly different series focusing on youth programs, testimonials from parents, etc.). We’ll A/B test subject lines (for instance, “Thank you for your inquiry” vs “Your horseback adventure awaits”) and track open/click rates. Also, we’ll monitor whether email or SMS prompts more bookings – if SMS proves very effective, we might add one more text or make the offer step via SMS as well. Each email will have a clear CTA button (“Book your ride now” or “View calendar”) prominently, making it easy to act. By analyzing response data in GHL, we can tweak timing (maybe Day 3 is too soon for an offer, etc.). The aim is to strike a balance between helpful and pushy – giving value (info, stories) before the sales pitch, and always providing a path to ask questions.

2. Abandoned Booking Recovery Funnel

Goal: Re-engage people who started a booking online but did not complete the checkout/payment, and get them to finish the booking.

Trigger: A contact reaches the checkout or booking form (we have their email/phone captured) but fails to finalize the reservation/payment. This could be detected by an abandoned cart trigger (if using GHL’s form submissions or Stripe checkout events). We’ll tag these contacts as “Abandoned Booking – [service]”.

Sequence: (quick turnaround via Email and SMS) 1. Hour-1 Rescue Reminder (within 1 hour): Channel: Email (and possibly SMS). Shortly after abandonment, send a prompt: “We noticed you didn’t finish booking your ride...”. This email will list what they had selected: e.g., “Trail Ride on Oct 15, 2 riders” and provide a direct link to continue where they left off (if possible) or a general booking link. Content: “Don’t miss out! Your slots are still available for a little longer – complete your booking now to confirm your adventure.” Offer help: “Have questions or issues with checkout? Just reply to this email or call us, and we’ll assist!”. If we have SMS consent, a text can go out as well: “OVS: Hi, it looks like you didn’t finalize your booking. Need help? We’re here! Otherwise, tap [link] to secure your spot 😊.” Acting fast (within an hour) while the intent is high can significantly recover bookings.

1. Next-Day Incentive (Day 1): Channel: Email & SMS. If still not completed by next day, send an incentive to sweeten the deal. “Complete your booking and save 5%” or “Complete your booking in the next 24 hours and we’ll include a free souvenir photo!”. For example, an email might say: “Your horseback adventure is waiting. To help you get in the saddle, here’s a special incentive: use code FINISH5 for 5% off if you book by tomorrow.” Include a prominent “Complete Booking” button. The SMS: “Ready to ride? Use code FINISH5 to save on your booking. We’d love to see you – let us know if you need anything. [link]”. The incentive here is smaller than in the new lead funnel (since they already intended to buy, often just a nudge is enough).

2. Social Proof & FAQ (Day 2): Channel: Email only. If still no action, send an email addressing possible hesitation points. “Still on the fence? Here’s what other riders say...” Include a short testimonial or 5-star review blurb from Yelp/TripAdvisor[106], and maybe a quick FAQ like “Q: I’m a total beginner, is it safe? A: Absolutely – we start every ride with a mini lesson and our horses are gentle[107].” Or “Q: What if it rains? A: We offer rescheduling or refund for weather issues.” By preempting common concerns, we aim to remove barriers. End with: “Your spots are still available (for now). We’d hate for you to miss this experience.” and the call-to-action to complete booking.

3. Urgent Last Chance (Day 3 or 4): Channel: Email & SMS. Now we send a final urgent nudge: “Last chance to confirm – we can’t hold your spot any longer”. The email can imply scarcity: “We can only hold your provisional booking until tomorrow. After that, it opens up to others. If you’d like to join us, please complete your booking now.” If possible, add urgency by noting an upcoming fully booked calendar (e.g., “This weekend is almost sold out.”). The SMS: “OVS: Final reminder – secure your ride while you still can! Link: [ ] (We’ll be here when you’re ready in the future if now isn’t a good time.)”. This gives a polite out while still pressing the urgency.

After this, if they don’t convert, we stop the cart-specific pushes. They might fall back to a general nurture or get a follow-up a month later asking if they want to try again.

Optimization: Key to this funnel is speed and brevity. We’ll ensure the first reminder goes quickly and that all messages have a clear link back. Monitoring is straightforward: how many abandoned carts convert after these messages? We’ll experiment with incentives – maybe a % off vs. a free add-on (like a complimentary digital photo from their ride) to see what works best. Also, the tone matters: we want to be helpful, not spammy. Early messages will assume maybe a technical glitch (“Did something go wrong?”), offering help. Later ones introduce FOMO. Using SMS for immediate attention is beneficial, but we’ll use it sparingly to avoid annoyance (likely 2 texts max in this sequence). If we see drop-off at a certain email, we’ll tweak subject lines or content. Additionally, if they DO complete the booking at any step, we must ensure they’re removed from the rest of the funnel to avoid awkward “please book” emails after they’ve booked – GHL workflows will be set to pull them out on conversion.

3. New Member (Lesson Subscription) Onboarding Sequence

Goal: Welcome and orient new Lesson Club members or subscribers, ensuring they engage fully with their membership, understand all benefits, and ultimately remain long-term clients (reducing churn). This sequence educates and makes them feel part of something special from the start.

Trigger: When someone signs up for a Leyden Horsemanship Lesson Subscription (Bronze/Silver/Gold membership) – i.e., once they purchase a membership or are marked as “Member” in the CRM. This could also trigger when a trial student converts to a monthly package.

Sequence: (over the first month of membership, via Email with a couple of SMS check-ins) 1. Welcome & Orientation Guide – Day 0 (Immediate after signup): Channel: Email (with a PDF/Guide attachment or link). This robust welcome email congratulates them on joining the OVS/Leyden “family”. It should include: - A warm greeting from Zachary and Kalea (possibly even a photo of them or a short welcome video link). - “Getting Started” info: how to book your lessons (even if they signed up in person, reiterate the booking link or member portal instructions), what to wear/bring on lesson day, and a brief overview of lesson structure. - Logistical details: cancellation policy for members, how to communicate with instructors, and how billing works (e.g., “Your membership renews on the 1st of each month.”). - It should also highlight member benefits: “As a member, you get priority scheduling – use your special link or contact Caroline (Barn Manager) for scheduling recurring slots. You’re also entitled to 20% off our clinics and events[65], and we’ll send you progress reports to track your journey!”. - Possibly attach a “Welcome Packet” PDF that includes the horsemanship Level 1 curriculum outline, a checklist for goals, and maybe a bio of their instructor. - CTA: Encourage them to immediately book their first few lessons (e.g., “Let’s book your first lesson now to get you in the saddle!”). - SMS: If appropriate, a quick text: “Welcome to the OVS Lesson Club! Check your email for important info. We’re excited to ride with you – any questions, just text us. 😊” This ensures they don’t miss the email and feel personally welcomed.

1. “Get Started” Tips – Day 2: Channel: Email. This email provides some pro-tips for new riders. For example: “Top 5 Tips for Your First Lessons” – could include: (1) Arrive 15 minutes early to meet your horse, (2) Wear boots or sturdy shoes, (3) Practice the homework exercises we give you – consistency is key, (4) Don’t be afraid to ask questions – our instructors love to explain, (5) Stay relaxed and have fun – we all learn at our own pace.. We reinforce that everyone starts as a beginner and that progress might feel slow at first but will accelerate. We could link to a blog post about “What to expect in your first month” or a video of basic groundwork. The tone is encouraging and educational – setting them up for success. This is also a good time to introduce the Facebook/WhatsApp group or community if one exists: “Join our OVS Riders private Facebook group to connect with fellow students and get updates.”.

2. Highlight Additional Services – Day 5: Channel: Email. Now that they’ve had maybe one lesson, we subtly cross-sell other offerings that complement their lessons. Title: “Did you know your membership unlocks more adventures?”. Content might be: “As you continue lessons, consider immersing yourself further. We offer trail ride excursions exclusively for our students – a great way to practice what you’ve learned in a beautiful setting[108]. Also, members get first dibs on camp sign-ups for siblings and discounts on our holiday clinics.” We mention horse leasing as an eventual option: “One day, if you find yourself wanting more horse time, ask us about our horse leasing program – many members move from lessons to part-leasing a horse (with 20% off leasing for Gold members)[109].” This plants seeds for future upsells but frames them as benefits of being part of the club. We’re careful not to overwhelm – it’s more informational that OVS is holistic. If they’re a family, mention birthday parties or kids day-events. If an adult, mention the leadership clinic or retreats. Essentially, painting the full menu of what they can do here over time.

3. Check-In & Feedback Request – Day 10: Channel: SMS (primary) + short Email. By around week 2, they might have had a couple lessons. A personal-feeling SMS goes out: “Hi [Name]! This is [Instructor or Owner] from OVS. Just wanted to check how your first couple of lessons are going? Feeling good about everything? Any questions or feedback? We’re here to help.” This encourages a reply. If they respond with any concerns or even positives, the team can follow up individually. Simultaneously, an email might go out with a simple feedback form or link to a review: “We hope you’re loving your lessons so far! If there’s anything we can do better, please let us know. Also, we’d appreciate if you share your experience so far – here’s a link to our Google review page.” (The review ask might be a bit early at day 10; we could hold that for day 30. Day 10 email could instead be a “Meet Your Instructors” fun email, introducing profiles of the team with a photo of each, to build connection.)

4. Horsemanship Education Content – Day 14: Channel: Email. This message deepens their knowledge and keeps them engaged between lessons. Example subject: “Horsemanship Learning: Groundwork Video & More”. We share a useful piece of content: maybe a YouTube tutorial by Zachary on a basic skill (like how to halter a horse properly, or a recap of the safety steps[7]). Or a blog link “Top 3 Mistakes New Riders Make and How to Avoid Them.” The goal is to provide value and show that their membership isn’t just the lesson time – they gain access to a broader learning experience (early access to e-learning was a perk mentioned for Silver/Gold)[65]. If any events are coming up, we can plug them here: “We have a Fun Fall Clinic next week on trail safety – as a member you get 20% off, so feel free to join!”. This content keeps them excited and thinking about horsemanship even on off days, thereby increasing their commitment.

5. Upgrade Invite / Referral Offer – Day 21: Channel: Email & SMS. By the third week, some enthusiastic members might already be maxing out their lessons. This step gently reminds them of options to do more, or to involve friends/family:

6. If they are Bronze (2 lessons/mo), mention: “Loving the barn? Many of our Bronze members move up to Silver to ride weekly. If you’re interested in more saddle time, reply to this email or click here to upgrade – we’ll handle it seamlessly and you’ll get extra perks like event discounts[65].”.

7. If they are Silver or Gold, focus on referrals: “Do you have a friend or family member who would enjoy riding? We have a referral program – give them this code for 10% off their first month, and we’ll credit you a free lesson when they join.”. This turns them into advocates.

8. An SMS could say: “Hi! Quick tip: our next level membership offers more lessons if you’re interested. Also, bring a friend to the barn – we’d love to meet them! (Ask about our referral bonus.)”.

9. One-Month Celebration – Day 30: (This is beyond the initial sequence, but a nice touch.) After about a month, send a congratulations email: “1 Month Down, Many to Go – Congrats!”. It can recap their progress: “In your first month, you’ve learned how to groom, tack up, and you’ve started trotting! 🎉 Imagine where you’ll be in 6 months.” Reiterate how proud we are to have them part of the community and maybe include a fun invite: “We host a monthly Members Meetup – join us this Saturday for coffee and donuts at the barn, and watch a demo by advanced students.” This solidifies their belonging.

Optimization: This onboarding flow will be tuned based on feedback. Are members opening the educational content? If not, perhaps more video and less text, or different topics. The SMS responses need to be monitored – if lots of questions come, we might add a mini FAQ earlier. For different membership levels, we might branch the sequence: e.g., Gold members might get more advanced tips or different upsells (like leasing opportunities directly) while Bronze gets encouragement to stick with it and upgrade. Retention is key, so we will see if those who go through this sequence have higher 3-month retention than previous members who had no onboarding. We’ll also solicit explicit feedback at 1 month (maybe a survey: “How satisfied are you so far? Anything we can improve?”). Using GHL’s automation, we can tag anyone who seems unengaged (didn’t book their lessons or not opened emails) for a personal reach-out, preventing silent drop-offs. The tone throughout remains welcoming, supportive, and informative, making the new member feel they made a great decision and we’re with them every step of the way.

4. Seasonal Event Promotion Campaign

Goal: Drive sign-ups for seasonal events such as summer camps, holiday clinics, trail ride seasons, or special one-time events (like a Halloween “Haunted Trail” ride or a New Year’s team-building event). Essentially, fill all available slots for these time-sensitive programs.

Trigger: This can be calendar-based (we know when to start promoting an event). For example, a Summer Camp promotion funnel might kick off in March for returning families, then April for general list. Or a Holiday Gift Certificates campaign might run in November. We’ll outline a general structure that can be adapted per event.

Sequence Example – Summer Kids Camp (High Season):
(Timeline backward from event, primarily via Email, supplemented by SMS closer to deadlines.)

1. Announcement / Save-the-Date – ~6 weeks before event: Channel: Email. This initial announcement goes to the relevant segment (e.g., for camp: past camp parents and leads who indicated interest in kids programs, plus the general newsletter list). Subject: “Just Announced: Summer Horse Camp 2026 – Dates Inside!”. Content: Introduce the event, dates, and highlights. “Give your child an unforgettable summer by the ocean with horses! Our 2026 Summer Horsemanship Camp sessions are open for registration[16].” Emphasize any new features (new activities, limited slots). Encourage early sign-up: “We’re informing our community first before we advertise publicly, so secure your spot now.” Include beautiful photos of kids at camp in previous years to entice[110]. This email is more informational and excitement-building, not heavy on discounts yet. If it’s a multi-session event, clearly list the session options. CTA: link to camp info page or booking form.

2. Early Bird Offer – ~4 weeks before event: Channel: Email (and maybe SMS to past participants). If an early-bird pricing or bonus is offered, promote it here. “Early Bird Discount ends May 1 – Enroll now and save $50.” Or “Enroll by May 1 and get a free OVS T-shirt for your camper!”. This adds urgency well ahead of the deadline. The email can also share a testimonial from a parent: “‘My daughter came home from OVS camp more confident and horse-crazy than ever!’ – Jane D.” plus maybe a stat like 70% of our campers return each year. Include a countdown if possible: “Only 2 weeks left for early pricing.” If targeting past participants, mention “We loved having [Child’s Name] last year and would be thrilled to see them back!”. This personal touch can be done via merge fields if we have that data. Possibly follow up with a quick SMS to those who clicked but haven’t registered as the deadline nears: “Reminder: Early sign-up for OVS camp ends in 3 days. Don’t miss $50 off – we hope to ride with you this summer! [link]”.

3. General Reminder / “Spots Filling” – ~2 weeks before event (or reg deadline): Channel: Email & SMS. Now we create some scarcity. “Only a Few Spots Left for [Event]”. For camp: “Session 1 is almost full – if you were thinking of enrolling, act now!”. We might specify availability: “Just 3 spots remain in the July camp.” Transparency can urge quick action. For other events like a clinic: “Our Horsemanship Clinic on Dec 5 has 2 rider slots open.”. The email content can also highlight a feature to create excitement: “We just confirmed: on Beach Day of camp, a professional equine photographer will take photos – included for campers!” or “We’re adding a special guest instructor for the clinic.”. The SMS at this stage (if used) could target known interested parties: “OVS update: Camp nearly full. Secure your child’s spot today to avoid the waitlist. Reply or click here: [link].” or for an adult event: “Reminder: our Paint & Sip event is next week with only 2 spots left. Grab yours: [link].”.

4. Final Push / Last Chance – a few days before registration closes or event date: Channel: Email & SMS. This is the urgent final reminder. If it’s before an event date, you might get last-minute signups; if it’s before a deadline (like camp reg cut-off), emphasize that. Subject: “Last Chance to Join – [Event]”. Content: Keep it short and urgent. “This is it – registration closes tomorrow for our Leadership Clinic. We have maybe one saddle open. If you’ve been meaning to sign up, please do so now so we can welcome you!”. Possibly sweeten with a tiny last-minute perk: “Sign up now and you can bring a friend to audit for free.” The SMS: “OVS: Last call for [Event]! We’d hate for you to miss out. Reply YES and we’ll save you a spot, or book: [short link].”. Offering a simple reply option (“YES”) is great for SMS – staff can then reach out to finalize payment. This reduces friction in the final hours.

5. Post-Event Follow-Up – 1-3 days after event: Channel: Email (and maybe a personalized SMS). After the event, we start nurturing attendees for retention and referrals. This email thanks them for participating: “Thank you for joining our Summer Camp! We hope [Child’s Name] had a fantastic time.” Include a link to a Google Photos album or some pictures from the week (if appropriate) so they can see highlights. Encourage them to share feedback: “We’d love if you leave a quick review about the experience.”. Also subtly upsell something relevant: “Riding doesn’t have to stop here – our Fall Lesson Club is open for enrollment if [Child] wants to continue riding weekly[85]. As a camp family, you get priority placement.” or “We hope to see you at our Holiday Fun Day in December!”. If this was a one-time clinic for adults: thank them and perhaps suggest “Here are upcoming events you might love since you enjoyed this one.”. The SMS follow-up (especially for multi-day events like camp or clinics): “Hi [Name], thanks for spending time with us at OVS! We loved having you. Keep in touch – reply anytime if you have questions or want to ride again soon.”* Personal, no ask, just relationship.

Optimization: Seasonal campaigns rely on good segmentation. We don’t want to send camp promos to folks without kids, etc. So we’ll use tags/interests to target appropriately. For instance, have a list for “Families/Kids” vs “Adult Riders”. We will use engaging visuals in emails (camp especially lends to cute horse+kids photos – we have plenty from OVS site galleries). Metrics to watch: open and click rates on announcements vs. last pushes, and of course conversion rates (sign-ups) after each email. If early emails underperform, maybe the value prop isn’t clear – we’d adjust copy to emphasize benefits: “Why is this camp unique? It’s not just pony rides – kids learn real horsemanship skills and confidence[16].”. If final emails still see clicks, we might extend deadlines or send individual texts/calls to leads (GHL can automate a task to call those who clicked the last email but didn’t register). For events with low uptake, we’ll gather feedback – was timing wrong? price too high? – and adjust next time. Also, cross-channel promotion should complement these funnels: e.g., social media posts paralleling the email timeline (not managed by GHL directly, but our strategy should align so people see consistent messaging). We can A/B test one season to the next by trying different subject lines (“Your Summer Adventure Awaits” vs “Horse Camp 2026 – Enroll Now”). Lastly, scarcity tactics must be genuine – we’ll coordinate with staff to update how many spots truly remain, to maintain credibility and urgency.

5. Customer Retention & Reactivation Campaign

Goal: Keep existing customers engaged so they continue booking (retention), and win back lapsed customers (reactivation). Riding is often not a one-time thing – we want riders to return for more trail rides, or students who took a break to resume lessons.

Trigger – Retention: Ongoing for active clients. For example, after a client’s last booking, if a certain time passes with no new booking (say 4 weeks for a casual rider, or after membership period ends without renewal), they enter this sequence.

Trigger – Reactivation (Lapsed): If a contact is tagged as a past customer who hasn’t visited in, say, 6+ months (and is not currently in any membership), they enter a similar sequence geared to “miss you, come back”.

We can treat them similarly with slight messaging tweaks.

Sequence: (timing in example is for lapsed scenario) 1. “We Miss You” Check-In – Day 1 of lapse trigger: Channel: Email (and SMS). - Email: Subject line along the lines of “Hi [Name], it’s been a while!” or “We miss you at Ocean View Stables”. Content: a warm, personal note: “We noticed we haven’t seen you around the ranch lately, and we wanted to check in. How have you been? We miss you (and so does your favorite horse, [HorseName]!).” If applicable, reference what they used to do: “Last time you were here, you were trotting along the beach. Ready to feel that ocean breeze again?”. Then present maybe one new thing to spark interest: “Since your last visit, we’ve added a new trail route / started a new program / got a new gentle giant horse named Duke you might love.” Encourage them to come back by either booking something or just replying. - SMS: A short friendly poke: “Hey [Name], it’s [Your Name] at OVS. Just wanted to say hi – we haven’t seen you in a while! Hope you’re well. If you have any questions or want to ride again, I’m here. 👍”. This personal touch can reignite conversation.

1. Special Return Offer – Day 3: Channel: Email & SMS.

2. Email: If no response yet, send a concrete incentive to return. Subject: “A Little Something for You, [Name]”. Content: “We’d love to have you back in the saddle, so here’s an exclusive offer: Get 15% off your next booking or lesson package as a returning rider. Use code WELCOME BACK at checkout, valid for the next 14 days.”. Emphasize that this is a thank-you for being a past customer. Possibly tailor it: if they were a trail rider, offer discount on a trail; if a former member, offer a deal on rejoining lessons (like “Rejoin the Lesson Club this fall and get one free lesson added.”). The SMS can mirror: “OVS: Ready to ride again? Use code WELCOMEBACK for 15% off your next booking. We’d be thrilled to see you 🙂. Expires [Date].”. This creates a financial incentive and a deadline to prompt action.

3. “What’s New” Update – Day 7: Channel: Email. This email is more newsletter-style, highlighting cool developments that might entice them back. “What’s new since you last rode with us:” Maybe bullet a few exciting things:

4. New horses or foals at the stable.

5. A new facility upgrade (e.g., “We built a new picnic area for riders to relax after rides.”).

6. Upcoming events (trail ride themes, clinics).

7. If they were in lessons, mention a new instructor or improved curriculum.

8. If they came on a public ride, mention a new experience package (like the VIP ride + picnic). By showing evolution, they might think “Oh that sounds fun, maybe I should go again.”. Also, subtly include “Our Fall season is one of the most beautiful times to ride – the coastal trails are stunning and less crowded.” to appeal to seasonal timing.

9. Urgency Nudge – Day 10: Channel: SMS (and maybe email). A final gentle push before concluding the sequence. SMS: “Just a friendly nudge: if you’re itching for some horse time, spots for [upcoming weekend/next event] are available. We’d hate for you to miss out. Let us know if you want back in!”. Alternatively, if an offer was given, remind that it expires soon: “Reminder: your 15% return discount expires this Sunday. Why not treat yourself to a ride? 🏇”. An email on day 10 could be a shorter version of above if needed, but likely the SMS suffices as the last ping.

If still no response, we might drop them into a long-term nurture (like quarterly newsletters) and try again in a few months with a perhaps different approach or call attempt.

Optimization: Key is tone – this funnel should feel caring and not like a mass promo. Using personalization (their name, referencing past interactions like specific horse or event) can really increase engagement. We’ll ensure the first email looks almost personally written (could even come “From: Caroline at Ocean View Stables” with a casual style). Monitor responses: if a lot of people say “Oh we moved away” or “No time”, we can segment those out or adjust frequency. For those who click but don’t book from the offer, maybe they need an extra push – we could trigger a task for a staff member to call those high-intent lapsed customers personally, which often wins them back. Also, the incentive should be meaningful but not so high it devalues the service (15% or a free add-on is usually good). We might experiment: one group gets a % off, another gets a value-add (like “Come back for a lesson, and we’ll include a free grooming kit for you.”). Checking which yields more returns informs future strategy. Seasonal timing can also be leveraged: for example, as we head into holiday season, frame it as “Make some new holiday memories on horseback – we have mistletoe rides in December!”. The funnel we described is generic timing; we might tie triggers to specific seasons for better effect. Finally, ensure we stop this sequence if the person does come back and book, so they don’t keep getting “we miss you” messages – GHL can remove them from the workflow once a new appointment is detected.

6. Cross-Sell & Upsell Campaigns

Goal: Encourage existing customers to try additional services or upgrade their current service. Essentially, maximize lifetime value by exposing customers to more of what OVS/Leyden offers (trail riders to lessons, lesson students to leasing/events, etc.).

Trigger: This can be triggered after a certain number of visits or purchases. For example: - After a customer has done 2 or 3 trail rides, trigger an upsell to lessons or membership. - After a student has taken lessons for 3 months, trigger a cross-sell to a trail ride or clinic. - After any booking completion, immediate cross-sell of related service (like after a trail ride, “book a lesson”; after camp, “join lessons”; after a lesson, “consider a trail ride with friends”).

We might implement several small triggers. Let’s outline one general “post-service cross-sell” funnel and note variations.

Example – Trail Ride to Lesson Upsell: (Customer came for a trail ride experience – now we try to convert them to lesson program or another ride.)

1. Thank You & Intro to Other Services – Day 0 (day after their ride): Channel: Email (and SMS thank you).

2. Email: Subject: “Thank You for Riding with Us! (Next Adventure Awaits)”. We start by thanking them sincerely for visiting OVS: “It was a pleasure riding with you on the beach yesterday!”. Encourage them to share any feedback or photos (maybe “We’d love to see any pics you took – tag us on Instagram @ocean_view_stables!”). Then segue: “Many of our trail riders ask: What’s next? Well, if you fell in love with the experience, consider joining our Horsemanship Lesson Program[85]. Even beginners can enroll and learn to ride independently and deepen that horse connection you just discovered.”. Briefly describe lesson memberships or offer a “first lesson 50% off” for trail riders. Also mention other experiences: “We also host fun events like sip & paint nights and family ranch days – check out what’s coming up!”. The email should have two CTA buttons: “Learn about Lessons” and “View Upcoming Events”.

3. SMS: Short and sweet: “Thank you for riding with OVS! 🐴 We hope you had a fantastic time. If you want to do more with horses, reply any questions – we do lessons, camps, all of it. Hope to see you again!” (This invites engagement rather than pushing a link immediately; since it’s right after service, we keep it relationship-focused.)

4. Benefit Pitch – Why Try X – Day 3: Channel: Email. This email focuses on one upsell target with clear benefits. Suppose we focus on converting them to lessons: Subject: “5 Ways Lessons Take Your Riding to the Next Level”. Content: A short list like:

5. Build Confidence: In lessons, you’ll learn at your own pace with an instructor, so next time you hit the trail, you’ll feel even more at ease.

6. Connect Deeper: Grooming and saddling your horse as you do in lessons forms a bond – something you only touched on during the trail ride[1].

7. Learn New Skills: From trotting to even trying a bit of barrel racing or jumping, lessons open up new thrills.

8. Exclusive Access: Lesson students can lease horses or join subscriber-only events (like special clinics and social rides)[85].

9. Fitness & Fun: Riding regularly is great exercise and a wonderful routine for mental health. Then: “Ready to give it a go? We’d like to offer you a trial lesson at 50% off to experience the difference.” CTA: “Book a Trial Lesson”. If instead we were cross-selling say a “VIP Ride” after a basic trail, the pitch would be “why try our longer VIP ride or a private ride” with benefits like more ride time, scenic picnic, etc. We will adjust content depending on what cross-sell makes sense for their profile.

10. Offer or Bundle – Day 5: Channel: Email & SMS. Now present a concrete offer or package. Perhaps: “Trail Rider Bundle: Lesson + Next Ride for \$X”. For example: “Get a one-hour private lesson AND another beach trail ride for a special bundled rate of \$XXX (savings of 20%). Learn in the arena, then put it to practice on the trail – the perfect combo!”. This could be very enticing as they get a taste of training with the fun of another ride. If they were a lesson student we’re upselling, the offer might be “Upgrade to Silver membership this month and get a free guest trail ride to bring a friend along.”. We tailor to scenario:

11. For trail->lesson: bundle or discount on first month of lessons.

12. For lesson->trail: a discount on a trail ride booking for being a valued student.

13. For any -> events: perhaps “Members-only price if you sign up for our upcoming clinic”. The SMS should be a concise push: “OVS Offer: As a thank you, we have a special bundle – your next trail + a lesson for \$X. Interested? Limited time – reply or see email for details.” This way, if they’re intrigued, they might just reply “Tell me more” and we can engage 1:1.

14. Urgency Reminder – Day 7: Channel: Email. If still no action, send a last chance: “Bundle Offer Ends Soon – Don’t Miss Out”. Reiterate the deal and deadline: “Just a friendly reminder that our special returning rider package is only available until Sunday.”. Maybe include a quick testimonial of someone who did lessons after a trail: “‘I did a beach ride and loved it, so I joined the Lesson Club – best decision!’ – A happy rider.”. Keep it short and with one strong CTA “Book Now”. If relevant, mention spots are limited (like only certain number of lesson slots for new folks each week).

After that, if no uptake, we drop them into normal newsletters or another funnel down the road.

Optimization: Cross-sell timing is tricky – we don’t want to come off as just salesy right after an experience. That’s why the first communication is largely thank-you and soft intro. We’ll watch if people unsubscribe or complain after these; if so, we may slow down or soften the approach. If conversions are low, maybe the offers aren’t appealing enough or we mis-targeted. It’s key to pick the right upsell: for example, some trail riders just wanted a one-time tourist experience; upselling them lessons might not work, but upselling a sunset private ride for their anniversary might. So better segmentation might be by locale (local vs tourist) – locals more likely to take lessons, tourists might do another ride next time they visit SF. We can use ZIP codes or self-indicated data to adjust messaging. In GHL, we’ll tag locals and tourists differently if possible (perhaps ask on booking forms “Local resident?”). For students in lessons, cross-sell strategies include leasing or clinics – we’ll likely do separate mini-campaigns for those when appropriate (e.g., after 3 months of lessons, upsell leasing with a similar sequence of benefits and offer). Testing bundle vs standalone discount will tell us which is more attractive. We might find a simple “10% off your next service” without bundling gets more bites due to simplicity. The SMS usage here should be cautious; one well-placed SMS (Day 5 in above) is likely enough to get attention without being spammy. Success will be measured by how many people actually take the upsell within a few weeks compared to a control (we could leave some without receiving upsells to see natural return rate). All in all, this funnel leverages the trust and goodwill right after a positive experience to deepen the customer’s involvement with OVS/Leyden’s ecosystem.

7. Automated Booking Reminders & Follow-ups (Transactional SMS/Email)

Aside from marketing campaigns, a crucial part of the customer experience is timely reminders and follow-ups for each booking. These ensure clients show up and remain engaged, and provide opportunities for additional touches. While not a “marketing funnel” per se, we will set up the following automated communications for all relevant appointments:

• Immediate Booking Confirmation: As soon as someone books any service (lesson, ride, etc.), they receive an Email and SMS confirmation. The email serves as a receipt and details what they booked (date, time, service, who it’s with). It also includes preparatory information: location address with Google Map link, what to wear/bring, arrival time (e.g., “Please arrive 15 minutes early for check-in.”), and any forms needed (like “Complete your waiver here” link). The SMS will be brief: “Your booking at Ocean View Stables is confirmed for [Date, Time] for [Service]. Check email for details. Reply STOP to opt out of texts.”. This instills confidence that their reservation is secured[111].

• 24-Hour Reminder: One day before the appointment, an SMS reminder is sent (plus an email for those who prefer email). SMS example: “Reminder: You’re riding with us tomorrow at [Time]. Forecast looks great! If you need to reschedule or have questions, call or text us. See you soon!”. This helps reduce no-shows. For lessons, if there’s something they should do (like “don’t forget your helmet if you have one” or “review your last lesson notes”), we might include it. For trail rides: “Reminder: All riders must wear closed-toe shoes and long pants. We’re at 2152 Olympic Way, Daly City – parking is on-site.”. We also include a friendly note about our cancellation policy: “If you cannot attend, please let us know at least 24 hours in advance to avoid fees.” (if that’s a policy)[112]. The email 24h before can have even more detail and maybe a short FAQ snippet: “Q: What if I’m running late? A: Please call… Q: Can I bring my dog to watch? A: Yes, on leash…”. etc.

• Day-of Reminder (1-2 hours before, optional): For certain things like trail rides where people might forget or be driving in, a short SMS a couple hours before the time could help: “Excited to see you soon at OVS! Reply “OK” to confirm you’re on your way.”. And/or “Remember to bring water & sunscreen. See you at 3PM!”. We have to be mindful not to annoy, but day-of can be useful for things like appointments later in the day or if they need to do something like “Don’t forget your photo ID for the waiver (if needed)”. We can configure this for specific appointment types as needed.

• Post-Appointment Thank You / Review Request: A few hours to a day after the service, send a follow-up. For instance, Email next day: “Thank you for riding with us!” (for trail riders) or “Great job in your lesson yesterday!” (for students). This email can be brief: express gratitude, maybe share a tip for sore muscles or a link to “how to continue your journey” (pointing them to the next appropriate service, which overlaps with cross-sell funnel above). Importantly, this is where we ask for a review if it was a one-time service: “If you had a wonderful time, please consider leaving us a review on Google or TripAdvisor – it helps a small business like ours so much!” with direct links. For members, we might skip asking every week, but periodically ask for feedback. The SMS follow-up: “Hope you enjoyed your ride with OVS! We’d love to hear how it went – you can just reply to this text with any feedback or questions. Thank you!”. This invites a conversation and picks up any issues (if they had a less than stellar time, they might say so, which allows us to do damage control rather than them venting online). If they respond positively, we can gently direct them to the review link in a next message: “That’s fantastic to hear! It would mean a lot if you could share those words in a review [link].”.

• No-Show / Reschedule Follow-up: If someone misses an appointment without notice, we should have an automated text or email going out: “We missed you today at OVS. Is everything okay? We’d be happy to help you reschedule if you still want to ride. Please contact us.”. This is more of an operational recovery, but it can win back someone who forgot. If they ignore it, they might need a call or to be put in reactivation later.

• Two-Way SMS Enablement: For all reminder texts, we’ll allow the client to text back (since GHL can handle that) – we actually encourage it by phrasing things as questions sometimes (“Reply YES to confirm”). This way, if a client is stuck in traffic, they might text back “Running 10min late” – and our team can respond in real time. This massively improves customer service. We’ll train the AI agent or staff to handle common replies or at least get alerted to them.

• Voicemail Drops / Voice AI (if used): The prompt mentioned “voice AI agents”. If we integrate that, we might also schedule an automated call a day before where an AI voice reminds them of the appointment and offers to connect to staff if they need to change it. But this depends on GHL capabilities and what the client wants. At minimum, a manual call from staff for high-value bookings (like event bookings) a week prior can be scheduled.

Optimization: These transactional messages will be refined based on feedback. We’ll ensure timing is appropriate (not too early morning or late night). We might find for early morning lessons a 1-hour SMS isn’t needed at 7am, so we adjust per schedule. We’ll watch if people confirm via text – if not, maybe we specifically ask for “Reply C to confirm, or R to reschedule” to drive action. The content will be adjusted seasonally (e.g., in winter, remind about jackets; in summer, hydration). Also, any issues that arise frequently will be addressed in these comms. For example, if we see many newbies show up in sandals (not having read instructions), we’ll bold that in reminders. Over time, these reminders should reduce day-of issues and improve show rates.

In terms of integration with campaigns: if someone cancels or completes a service, that can trigger them into other funnels like reactivation or cross-sell as described above, so we’ll set conditions accordingly. The consistency and professionalism of these basic comms help build trust – customers have all the info and feel taken care of, which in itself is a soft marketing touch (a well-informed customer is a happier customer, likely to return).

(These reminder and follow-up practices are standard but critical; OVS already hints at policies and preparation in their FAQ[104][113] which we will translate into proactive communications via the CRM.)

Implementation Scope: OVS vs. Leyden Horsemanship

Finally, it’s important to clarify the scope of work for migrating each brand into the GoHighLevel (GHL) system:

• Ocean View Stables (OVS) – Backend CRM, Funnels & Automation: For OVS, we will focus on setting up the backend infrastructure in GHL. This includes building all the necessary forms, calendars, pipelines, and automation workflows corresponding to OVS’s services. We’ll recreate their inquiry forms (Contact Us, event inquiry, student application) and integrate them with the CRM. We’ll set up booking funnels for lessons, rides, camps, etc., as outlined, but note that OVS’s public-facing website will remain as is (likely still on Squarespace). Instead of replacing the site, we’ll embed or link GHL forms/calendars for booking where needed (for example, the “Book Online” button on oceanviewstables.com already links to Leyden Horsemanship’s booking site[114]; we will replace that with GHL booking pages). We will implement all the automated communications (email drips, SMS reminders, follow-ups) and the marketing campaigns detailed above within GHL for OVS. Essentially, OVS’s operations will be managed via GHL’s CRM – contact management, scheduling, marketing – but their main website will stay as the marketing front-end. OVS staff will use GHL for tracking leads, managing customer data, and running the newly built funnels (lead nurture, abandoned cart, etc.). By doing this, OVS gains a powerful CRM while keeping their established website and branding intact.

• Leyden Horsemanship – Full Website Rebuild on GHL: For Leyden Horsemanship, we will undertake a complete website redesign and migration onto GHL. Currently, Leyden Horsemanship’s site (leydenhorsemanship.com) is functioning for bookings and information, but we plan to rebuild it using GHL’s website/funnel builder for a more seamless integration. This means designing a modern, mobile-friendly site that highlights the Leyden programs – lesson subscriptions, leasing, experiences, etc. – and has clear calls to action. We will ensure all content (about us, blog posts, FAQs) is carried over or refreshed. The new site will be optimized for SEO and speed, and fully integrated with GHL forms and calendars (so when someone clicks “Book Now” or “Start Trial,” it triggers our GHL booking widgets directly without sending them off-site). The redesign offers a chance to improve user experience – for example, making the membership sign-up process more intuitive or the description pages for “Stay by the Sea” and other experiences more engaging (with embedded images/videos and FAQ accordions). We will also integrate the blog and any support ticket system into GHL or appropriate tools, so that Leyden’s digital presence is consolidated. Essentially, Leyden Horsemanship’s online identity will be relaunched on the GHL platform, giving it a cohesive look with Ocean View Stables but with its distinct focus on training programs. This also allows us to implement dynamic content – for instance, member login areas or hidden pages for subscribers (like an e-learning portal in future) using GHL membership features, should they want that.

• Technology Consolidation: Currently, it appears the businesses were using disparate tools: Calendly for appointment scheduling, Odoo (perhaps for some CRM or inventory management), and Squarespace for the website[115][116]. Our project will consolidate most of these functions into GoHighLevel:

• GHL’s calendar and scheduling will replace Calendly, allowing for integrated appointment booking on the sites.

• GHL’s CRM and pipeline features will replace Odoo for managing contacts, follow-ups, and possibly even some sales processes (though if Odoo was used for accounting/inventory, that might remain separate – but from a marketing and client management perspective, GHL will take over).

• The Squarespace website (oceanviewstables.com) will remain for now as a front-end, but any forms or interactive elements on it will be replaced with GHL forms/links. Over time, if desired, OVS’s site could also be rebuilt in GHL, but that’s not in the immediate scope since the user specified OVS just needs backend setup. We will, however, ensure branding and style remain consistent – the customer experience from OVS site to GHL booking pages should be smooth and branded.

• By moving Leyden Horsemanship’s site to GHL, we also reduce complexity (no need to maintain a separate Wix/WordPress/other site for it). This single platform approach will make it easier for the team to update content and for the CRM to directly capture website visitors and actions.

• Voice AI Agent Integration: The user mention of “voice ai agents” suggests we may integrate an automated phone system or AI receptionist that can handle calls (booking appointments or answering FAQs via voice). GHL does have phone integration but not a full AI voice agent out-of-the-box. We might use a third-party for that (like Twilio Autopilot or Google’s Dialogflow integrated with phone). However, our data (like appointment availability, FAQs) being centralized in GHL will make it easier to feed to such a system. If implemented, the voice agent could book appointments directly into the GHL calendar. Setting this up will involve mapping common call flows – e.g., a caller wants to book a trail ride: the AI can gather date/time preferences and either complete booking if available or pass to human if complex. This is an advanced step and likely will be done after the main migration, but we keep it in mind as we structure the data (so that services have easy identifiers and the AI can query them via API).

In summary, Ocean View Stables will get a powerful new backend CRM and marketing brain (via GHL) while keeping its existing outward website, and Leyden Horsemanship will get a fresh public face and the same powerful backend via a full GHL-based website rebuild. By doing so, both brands – which function as one business – will be unified on one platform, simplifying management and enhancing their marketing capabilities. The transition will involve data migration (importing contacts from Calendly/Odoo), training staff on using GHL, and thorough testing to ensure bookings and funnels work flawlessly. Once complete, OVS/Leyden will have a 360-degree system handling everything from a user clicking “Book” on the site, to automated nurturing, to final feedback, all in one place – setting the stage for improved efficiency and growth.

Sources: The information compiled above references details from Ocean View Stables’ official website (services, programs, policies)[1][108], the Leyden Horsemanship site (membership and leasing structures)[71][58], and other related content as cited. These have been integrated to provide a comprehensive overview and plan for the GHL migration.

[1] [3] [6] [7] [9] [11] [12] Trail Rides | Scenic Adventure | Beach Trail Rides — Ocean View Stables

https://www.oceanviewstables.com/trail-rides

[2] [4] [5] [38] [116]  Lesson Program | Horse Training | Horseback Riding — Ocean View Stables

https://www.oceanviewstables.com/lessons

[8] [10] [35] [36] [43] [50] [52] [54] [56] [57] [66] [67] [80] [87] [90] [92] [93] [102] [103] [104] [105] [107] [108] [112] [113] [114] Horseback Rides to the Beach | Minutes from San Francisco Zoo

https://www.oceanviewstables.com/

[13] [14] [15] [16] [18] [110] Kids Camp | Horse Enthusiasts | Kids Horsemanship Camp — Ocean View Stables

https://www.oceanviewstables.com/kids-camp

[17] Explore Our FAQs - Join Us Today - Ocean View Stables

https://www.oceanviewstables.com/faqs

[19] [20] [21] [22] [23] [99] Pony Rides | Junior Riders | Horseback Riding — Ocean View Stables

https://www.oceanviewstables.com/pony-rides

[24] [25] [26] [27] [28] [29] [30] [31] [32] [33] [34] [100] Boarding | Coastal Trails | Horse Boarding — Ocean View Stables

https://www.oceanviewstables.com/boarding

[37] Horsemanship Instructor Job – Ocean View Stables, Daly City CA

https://www.horse.business/jobs/horsemanship-instructor-job-11

[39] [40] [41] [42] Leadership Through Horsemanship Clinic — Ocean View Stables

https://www.oceanviewstables.com/course

[44] [45] [46] [47] [48] [49] Horse Photography | Horseback Riding Horse Photography Experience
— Ocean View Stables

https://www.oceanviewstables.com/horse-photography

[51] [53] [77] [78] [79] Overnight Studio Stays at Ocean View Stables Near San Francisco Zoo — Ocean View Stables

https://www.oceanviewstables.com/studios

[55] Weddings & Private Events at Ocean View Stables | San Francisco — Ocean View Stables

https://www.oceanviewstables.com/private-events

[58] [59] [71] [72] [81] [82] [83] [84] [85] [86] [89] [111] Leyden Horsemanship | Natural Horsemanship Training in San Francisco

https://www.leydenhorsemanship.com/

[60] [61] [62] [63] [64] [65] [68] [69] [70] [88] [109] Equestrian Lesson Programs | Leyden Horsemanship

https://www.leydenhorsemanship.com/lesson-program

[73] Flexible Horse Leasing Options | Leyden Horsemanship

https://www.leydenhorsemanship.com/es/horse-leasing

[74] Terms & Conditions - Leyden Horsemanship

https://www.leydenhorsemanship.com/es/terms

[75] Flexible Horse Leasing in 2025 - Leyden Horsemanship

https://www.leydenhorsemanship.com/horse-leasing

[76] [97] Ocean View Stables Expands Access to Natural Horsemanship and ...

https://northeast.newschannelnebraska.com/story/52915830/ocean-view-stables-expands-access-to-natural-horsemanship-and-outdoor-riding-exp

[91] Zachary Leyden's Inspiring Journey - Double D Trailers

https://www.doubledtrailers.com/double-d-trailers-podcast/season1-episode17/

[94] Video Captures Woman Pulling Horse's Tail, Causing Child to Fall

https://people.com/video-woman-pulled-horse-tail-child-fell-fractured-leg-11689734

[95] [96] [101] Student Assistant Application Form - Join the Ocean View Stables Team — Ocean View Stables

https://www.oceanviewstables.com/application

[98] Daly City police arrest woman suspected of pulling horse's tail ...

https://www.cbsnews.com/sanfrancisco/news/daly-city-police-arrest-woman-pulling-horse-tail-youth-riding-lesson/

[106] Ocean View Stables (2025) - All You Need to Know BEFORE You ...

https://www.tripadvisor.com/Attraction_Review-g32278-d26042176-Reviews-Ocean_View_Stables-Daly_City_California.html

[115] Why Horseback Riding Is Great For Your Mental Health | San ...

http://oceanviewstables.squarespace.com/blog/why-horseback-riding-is-great-for-your-mental-health