You wonder if polo gives “true value” to the companies that exhibit there. The answer is that it seems it must do, because around 70% of the companies return to exhibit each year. I can only assume that they do so because they are getting some financial benefit out if it.

You suspect that”people go straight to the hospitality”: of the 15,000 people at the Gold Cup that you attended, a mere 600 are being entertained in hospitality tents, so even if they never emerged (which of course they do), that would leave an awful lot of others to do the shopping!

You are quite right that among the polo audience are wealthy guys who”have people to do their shopping.” That is precisely why the event works so well for exhibitors – it is a chance to meet those people, who indeed never go down the high street or perhaps even shop online.

As for the “young toffs”, a great deal of them are already commanding incomes that leave them with plenty to dispose of, since they don’t have family or other commitments yet. Yes, we have (satisfied) exhibitors selling helicopters or high-end jewellery, looking for “bottomless bank accounts”, but others are selling at a more normal level.

And of course Malcolm’s wonderful beef and a glass of Argentine wine helps the atmosphere greatly… Richard

Others to add:

• The footfall at these events are relatively small compared to a larger event/ conference
• I think the types who go to polo as well as being ‘monied’ are also switched on – they are not prepared to pay for over-priced items: especially clothing.