Spending money
Once on the grass, some owners show their own dogs. But more often, they hire professional handlers to lead the dogs as judges grade how closely they meet their breed’s standards.
Trumpet’s handler and owner, Heather Helmer, also bred the 4-year-old. On the side, she’s a handler for hire, charging anywhere from $100 to $400 for ringside handling, depending on the type of show, according to her website. For Westminster, her ringside fees start at $1,000, with an extra $800 bonus if the dog wins best in show.
But those fees could be considered chump change compared to the small fortune many spend leading up to the competition. During this so-called campaign period, owners fly their dogs around the country and advertise them in magazines to generate buzz in the year before Westminster.
Campaigns could spend $250,000 in total or $100,000 just on advertising, owners reported to CNBC. And a full-page commercial ad in the glossy pages of the Westminster Kennel Club Dog Show’s own catalog costs $350, according to the event’s premium list.
“Advertising in the Westminster Kennel Club Dog Show Catalog is an excellent opportunity to promote your dogs to the public,” the Westminster Kennel Club wrote.
The Westminster Kennel Club did not respond to Fortune’s request for comment.
Begin by joining a local kennel club. The American Kennel Club suggests this as the best way to learn how to train, groom and show your own dog. Its also a good way to learn about breeding and showing dogs or handling dogs for other owners.
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The final method of monetizing a winning show dog is through breeding. Stud fees and puppy sales typically go into the thousands of dollars for winning dogs. The blood lines are highly desired and breeding programs are advanced.
Join the Professional Handlers Association if you plan to make a profession of showing dogs. To enhance your credibility as a professional, take part in the organizations apprentice program, which requires that you are employed by a PHA member and attend seminars as part of the four-year apprenticeship. But there are some handlers who achieve success by getting a chance and just winning consistently.
After winning a major show, the dog and owners are likely to receive offers for stud fees and breeding. A stud can breed multiple other dogs, and a female will produce a litter with a high price on each individual puppy.
If your dog lives with the handler, expect to pay board of from $10 to $20 a day. Expect to pay more if your dog is on a special diet, such as a raw meat diet (and also expect to supply it). There may be a fee to administer heartworm medication. Your dog will be expected to be up to date on vaccinations; some handlers require a veterinary exam at the owner’s expense before accepting a dog for board. Dogs that require extensive trimming or stripping may be charged a per hour rate for preparation. Routine baths may be charged about $25 and nail trims $10. Day of show prep is usually included in the handling fee.
AKC would suspend or terminate a license for various types of misconduct, which might include losing a dog through carelessness, having unsanitary kennels, changing a dog’s appearance in ways not allowed, and so on. A suspended handler not only lost the right to show dogs for a certain period, but could not even board those dogs. I think it was in the late 1970s that AKC ultimately ceased licensing in response to inability to police handlers amidst more and larger shows, as well as lawsuits from suspended handlers claiming loss of income and prevention of trade.
Every handler’s rate sheet is slightly different. Many are posted on their websites, so check there first. Don’t be shy about asking for clarification. Handler’s rates vary from about $75 to $125 per all-breed show; some specialists may charge slightly more. Some handlers charge more—usually $10 but sometimes $25 more—for a special compared to class dog. Almost every handler charges from $10 to $25 more for ringside pick-ups, to make their total fee more in line with the dogs that are traveling with the handler and thus paying a portion of expenses.
Many contracts contain a liability clause, such as the following: “Owner agrees to hold Handler harmless for any damage to the dog while in Handler’s care, such as disease, theft, escape, or injury from other animals, unless such damage is caused by Handler’s outright gross negligence. Owner agrees to indemnify Handler for any and all loss, damage, or liability caused by the dog while in Handler’s care, custody or control. This includes but is not limited to injury inflicted by the dog on property, other animals or on persons (including Handler). Handler is not legally liable or responsible to Owner or any other person for any damage caused by the dog, regardless of circumstance. Owner agrees to indemnify Handler for any damage caused by the dog.”
Professional handler organizations, such as the Professional Handlers Association (PHA), Dog Handler’s Guild (DHG) and AKC’s Registered Handler Program (RHP) do require their members to meet certain criteria. The PHA has been around for more than 60 years. Members are required to have shown dogs for at least 10 years, handled professionally for five, have recommendations from three PHA members and pass a kennel and vehicle inspection. The AKC’s RHP has slightly different requirements: at least seven years handling for a fee; appropriate kennel facilities and vehicle; proof of care, custody and control liability insurance; current driver’s license, vehicle registration and proof of insurance; and three reference letters (business, client and veterinarian).