The hottest ticket in town just got hotter. Ticket prices for the 2010 Alltech FEI World Equestrian Games (WEG), to be held Sept. 25 – Oct. 10 in Lexington, Ky., have been temporarily lowered in an effort to boost sales, according to Kentucky.com.

Starting Thursday, July 15, tickets to many of the early phases of competitions will be sold at a 30% or more savings through Sept. 6. The discount will be applied to most, but not all of the events. Endurance ticket prices will be discounted from $45 to $25, while team competition in show jumping drops from $110 to $77, and reining tickets from $95 to $67. Dressage will see its tickets priced at $60 drop to $42, and the $45 tickets to $32. This price decrease does not affect general admission tickets ($25) or the popular weekend events like cross country and the stadium jumping portion of the three-day eventing, nor the opening and closing ceremonies. Children 12 years and younger get in free for general admission only, but will have to have tickets purchased for the events.

If you bought tickets at a full price, you will not be granted a refund.

So far only 270,000 of the project 600,000 tickets have been sold, according to event organizers. When the WEG was held in Aachen, Germany in 2006, 576,000 tickets were sold for the event. Event organizers are blaming the economy for the slower ticket sales and hope that this promotion will be a big boost for the Games