Rodeo — A Cash Cow for Cities

Across the United States, cities and counties experience an influx of cash and see an economic boost when the rodeo comes to town.

PRCA photo by Hailey Rae

The major winter rodeos are in full swing right now, which equals a lot of economic impact for cities across the United States.

The National Western Stock Show (NWSS) celebrated its 118 years in Colorado this past January. Over the 16 days, more than 700,000 attended the show, along with thousands of competitors and exhibitors.

According to an economic impact study produced by Common Sense Institute, the stock show and rodeo supported $171 million in net economic activity in 2023. These benefits are just for the January event; there are lasting effects for the year.

The Western Stock Show Association, which puts on the NWSS, also facilitates 97 more events through the year that will bring an additional 482,530 attendees along with more than $275 million in direct spending on tickets, concessions, and parking.

Denver has a planned $1 billion expansion with public and private funding, which is well underway. This is in addition to things like education and scholarships. In 2022, the Western Stock Show Association spent $3.6 million on educational and scholarship programs.

Houston, Texas, is just gearing up to greet the cowboys and stock show participants. For three weeks, NRG Park becomes the home of the rodeo of all rodeos with exhibitors, concerts, rodeo performances, stock shows, youth events, and more.

According to Rodeo Houston, the 2019 show had an economic impact of $227 million and created 5,133 jobs for Greater Houston.

In an interview with click2houston.com, Bubba Fuller, the manager of Cavender's Boot City, located across from NRG Park, said, "The week before the rodeo is one of the biggest weeks of the rodeo for us. Then, when the rodeo starts, every day is a good day."

He continued, "The hotels in the area are extremely full. The restaurants, you can't get in them at lunch, and stuff because of the rodeo people, and traffic out in front is bumper-to-bumper most days. But live it, love it."

Cheyenne Frontier Days, known as "The Daddy of 'em All," also brings in the money and people to town. According to an updated economic study of the impact of the 2021 event, more than 550,000 people attended the events over 10 days. Record crowds and attendance helped bring in the money. Direct visitor spending surrounding the event totaled $40.3 million, which was up from $27.1 million in 2018.

Chief Executive Officer Tom Hirsig said, "We saw large crowds almost every day on Frontier Park and around the community. The number of visitors this year surpassed our wildest expectations."

These visitors have a profound and lasting impact on the economy. They spent approximately $7.9 million on food and beverages in restaurants, $7.6 million on overnight accommodations, $12.7 million on entertainment and recreation, and $12.1 million on retail purchases.

Rodeo and the events surrounding it wield a profound economic influence that reaches far beyond the arena. From boosting local businesses and tourism to creating job opportunities and fostering community pride and involvement, rodeos exemplify the fusion of tradition and commerce.

As the dust settles and the cowboys ride out of town, the cheers of the crowd should continue. The economic legacy of rodeo continues to remind us of the enduring power to drive prosperity in America while bringing the cowboy culture to town.