The prince’s horse and carriage have often collected the princess to take her to the ball. A bride arriving at church in a beautiful horse-drawn carriage gives her a chance to feel like a princess arriving like royalty on the biggest day of her life. Providing the right kind of equipment to do this is a business opportunity for the local community as this kind of service requires a lot of work before the event as well as after. Providing horses for these kinds of events is an investment in equipment as well as the horses.
Other sporting and/or charity events can be developed over time. (There’s nothing more beautiful than a few horses riding through the village giving Christmas presents to children from the less affluent community.)