Attracting over 10,000 people, Countryside Live aims to bring the UK countryside to visitors. In 2014, the event, run by the Yorkshire Agricultural Society, was promoted through a £20,000 marketing campaign. The majority of visitors are families, and for the most part have some sort of countryside or farming connection, or have an interest in regional and countryside food. With 90% of the event being covered, Countryside Live visitors have the advantage of not having to worry about the weather. Countryside Live offers a number of activities, events, and attractions for guests to enjoy, including Bjorn the polar bear, pony rides, ferret racing, the Northern Show Cross Series final, the Diggerland theme park experience, forging demonstrations, talented show jumper competitions, archery, equine classes, birds of prey demonstrations, a sheep marquee for wool demonstrations, shopping, a fancy fowl show, a sheep fashion show, a farm yard, a food zone, dog shows, tug of war, and more.