American Buckle Magazine 2023 Volume 1

WELCOME

Welcome to the 2023 Spring Edition of American Buckle Magazine. The rodeo industry has been blessed to see monumental growth in sport, sponsorship, and fanbase over the last five years, and this year is no different. In just four short months since our last issue, rodeo sports have surpassed milestones, and athletes have broken major barriers.

It’s hard to believe more than 30 years have passed since a small-time outfit known as the Professional Bull Riders kicked off its very first event. Now, as an organization with more than 500 members, we look back over the last 30 years of the PBR and learn how 20 bull riders decided to go all-in on a sport they love the most.

If you’re a hardcore rodeo fan, you know that over the last few years, the fastest-growing rodeo segment is women’s rodeo. Rural Media Group, the team behind the Cowboy Channel and RFD-TV, has invested in the future of women’s rodeo with the launch of the all-new Cowgirl Channel. We sit down with Rural Media Group President and CEO Patrick Gottsch and on-air host and Miss Rodeo America 2022 Hailey Frederiksen as they share with us what fans can expect from this new endeavor.

Cody, Wyoming, a stone’s throw away from the historic Yellowstone National Park, kicks off June 1st with 92 days of consecutive rodeo competitions. The Cody Nite Rodeo grounds are known to bring in rodeo competitors from across the nation who are ready to prove they have what it takes to make it as ropers and riders. We spend some time with bullfighter Dusty Tuckness as

he shares with us how Cody, Wyoming, was the building block for his career and how special of a place it is to visit.

Rick and Lori Bizzell, the founders of Western outfitter and lifestyle brand Ranch Life, live the American dream through purpose. Their quality apparel and accessories made from American-sourced materials gives rodeo fans what they’ve been looking for: authenticity. The Bizzells believe in faith, family, and freedom, which are the same core values as the rodeo community as a whole.

Finally, we head out west to a town nestled in the Rio Grande Valley called Socorro, New Mexico. The pleasant year-round climate attracts rodeo fans and travelers from all across the US looking for adventure outdoors with incredible scenic hikes, historic trails, and the type of southwestern cuisine that makes you want to immediately pack your bags and head west!

We want to give special thanks to our advertisers and readers for making American Buckle such a success. Also, a special shout-out to our staff for doing an amazing job!

Blessings,

Chris Dize Publisher

pg. 34

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President & Publisher: Chris Dize

Account Executive: Mark Palau

Graphic Design: Big Wolf Designs

Senior Writer & Editor: Whitney Meers

Contributing photos as follows:

Photos Courtesy of the PRCA

Photos Courtesy of WPRA

Photos Courtesy of PBR

Credited Photographer: Andy Watson/Bull Stock Media

Copies

Dings, scratches and scars

When the buzzer sounds, most cowboys end up with a few dings and scratches. Sometimes they’re an easy fix. Sometimes they leave scars.

It’s the same with trucks. Sometimes you fix them and sometimes the scars let you tell a good story one more time. So, when your truck needs patching up, let us know. Because every cowboy needs a ride he can rely on.

Photo: Andy Watson / Bull Stock Media

Photo: Andy Watson / Bull Stock Media

It’s hard to believe more than 30 years have passed since a small-time outfit known as the Professional Bull Riders first kicked off its very first event. Now, as an organization with more than 500 members representing the United States, Brazil, Canada, Mexico, and Australia, the international organization is the premiere institution for the best and brightest stars of the bull riding world. And every year, each of these bull riders works relentlessly to try to earn that coveted PBR World Champion title, which includes a $1 million bonus, a trophy, and a shiny new gold championship belt buckle.

A HISTORY OF RODEO’S PREMIER BULL RIDING ORGANIZATION

Bull riding itself dates back to the 1600s when it emerged in Mexico as a bullfighting variant. In the 1850s, bull riding contests grew popular in the Southwest, becoming a popular exhibition event throughout the 20th century. But it wasn’t until 1992 that the PBR formed out of discussions that took place in a Scottsdale, Arizona, hotel, as 20 bull riding professionals and a lone businessman sought to improve the sport of bull riding in general by doing things their own way. Since then, what started as a grassroots effort has become an international organization enticing bull riders from all over the world participating in more than 200 PBRsanctioned events each year.

The bull riders organization’s original headquarters were in Irvine, California, but the group moved to Colorado Springs, Colorado, in 1995. In 2007, it moved again to its current home base in Pueblo, Colorado.

Those 20 founding riders were all involved in either the Professional Rodeo Cowboys Association (PRCA) or Bull Riders Only (BRO), an organization that had been around for only a year. However, the cowboys dreamed of something bigger and better, with the vision that they

2010’s - 2020’s 2020’s - THE FUTURE

Photo: Andy Watson / Bull Stock Media

Photo: Andy Watson / Bull Stock Media

Photo: Andy Watson / Bull Stock Media

1990’S

could turn their bull riding dreams into an international pastime. They pooled together to develop an organization specifically dedicated to celebrating the art and craft of bull riding, founded and established by some of the most legendary riders in the sport’s history. True to the cowboy spirit, they wanted to establish their own rules, their own way of doing things, and a better experience for all involved. And, putting their money where their mouths were, the riders each contributed $1,000 of their savings to the effort.

“We wanted to create a better product for the fans so that when they tuned in, they were seeing the best of the best every time,” Ty Murray, nine-time World Champion and cofounder who eventually served as president, once said.

They were on to something, though it took a few years before the organization could grow in a sustainable way. In 1993, the PBR put on a small series of events, with its first championship season taking place in 1994 with its Bud Light Cup Series.

Cowboy Sam Applebaum was the organization’s first CEO, but Randy Bernard took over in 1995. Bernard started his tenure with $8,000 in the bank account and $140,000 in debt, but within a year, things turned around. BRO went out of business in 1996, leaving the PBR as the winner in the rivalry and granting PBR riders more opportunities. Within a year of his takeover, Bernard assured payout for the World Finals had reached $1 million. That number increased to $1.5 million in 1999. Bernard remained CEO for 15 years, departing the organization in 2010.

Photo: Andy Watson / Bull Stock Media

Photo: Andy Watson / Bull Stock Media

Photo: Andy Watson / Bull Stock Media

During his time with the PBR, Bernard oversaw some of its most monumental changes. In 2003, the PBR started granting its World Champions a year-end $1 million bonus. That same year, the company purchased American Bucking Bull, Inc., to better document bucking bull lineages.

In 2007, Spire Capital Partners acquired the organization. This major acquisition and added financial support helped it develop from a healthy business into an international showcase of the world’s best riders.

WE WANTED TO CREATE A BETTER PRODUCT FOR THE FANS... -Ty-Murray 2000’S

Jim Haworth became PBR’s CEO in 2011 before becoming Chairman in 2015, when Sean Gleason took over the CEO role. That same year, Endeavor, a major multimedia organization that owns some of the most prominent entertainment properties in the world, acquired the business, further spurring its growth.

In 2020, rodeo sports across America took a hit due to COVID-19. The PBR wasn’t immune to virus-related protocols, but cowboys always pull through in a pinch. After some cancellations, the cowboys geared up and hit the arena at events closed to fans, helping prevent the spread of the virus. The cowboys initially rode to empty arenas but later invited audiences back on a socially-distanced basis. That year, the PBR also launched Cowboys for a Cause, which features sponsored teams of three bull riders competing for money that they donate to a charitable cause.

Photo: Andy Watson / Bull Stock Media

Photo: Andy Watson / Bull Stock Media

However, this challenging time would also lay the foundation for the PBR Team Challenge, which put the best of the best up against one another in teams representing various sponsors. This event series became the precursor to the PBR Team Series format that the PBR launched in 2022, which now runs through the summer and fall of each year. In this event series, the teams represent various regions, giving locals a home team to root for whenever the Team Series passes through their hometown. The tour culminates with a finale event at T-Mobile Arena in Vegas. The champion team earns a $700,000 bonus and a trophy shaped like a giant belt buckle, and each team member of the winning team wins their own $150,000 bonus and championship gold buckle.

Today’s PBR tours include the Premier Series, Touring Pro Division, Velocity Tour, Team Series, Challenger Series, and a series of International Tours. The organization’s sponsors include Monster Energy, US Border Patrol, Pluto TV, Wrangler, Tractor Supply Co., and Cooper Tires. Since its inception, the PBR has awarded more than $300 million in prize money.

In 2018, the PBR launched RidePass, the league’s 24/7 digital network, to grow the organization and share the rodeo community’s love of bull riding in general. As of 2021, avid rodeo fans can tune into RidePass on PlutoTV for hours of PBR bull riding and behind-the-scene rodeo coverage. PBR television broadcasts are some of the most popular programs on television.

2010’S

Photo: Andy Watson / Bull Stock Media

Photo: Andy Watson / Bull Stock Media

can watch PBR bull riders make names for themselves by competing in events at the Cowtown Coliseum in Fort Worth. Cowtown Coliseum was the site of the first-ever PBR event back in April 1993 and nearby Dickies Arena will once again be the site of the PBR World Finals in 2023.

The PBR World Finals is a staple of rodeo and western culture, which only gets better each year as legends seek not only to claim the World Champion title but to defeat records set by the legendary bull

riders who came before them. For more than 25 years, the PBR World Finals took place in Las Vegas, starting at the MGM Grand Garden Arena from 1994 to 1998 and then at the Thomas & Mack Center from 1999 until 2015. From 2016 to 2019, the events took place at the T-Mobile Arena, but due to Nevada’s COVID-19 restrictions, the organization moved the event out of Vegas in 2020 to AT&T Stadium in Arlington, Texas. After another year at the T-Mobile Arena in 2021, the finals then moved back to Texas once again before moving to its now-permanent home at Dickies Arena in Fort Worth in 2022.

2020’S

And, with the PBR Hall of Fame opening this year within the National Cowboy & Western Heritage Museum in Oklahoma, there’s more to be excited about than ever. The American Rodeo Gallery will celebrate the rodeo history, and the PBR Hall of Fame will include artifacts that pay homage to the organization’s early days and its modern-day heroes and legends. While the museum launches this spring, it will expand throughout 2023 and 2024 to a 1,200-square-foot space featuring the original PBR World Championship trophy, commemorative paintings, and much more.

Photo: Andy Watson / Bull Stock Media

Photo: Andy Watson / Bull Stock Media

THE FUTURE

The PBR will soon celebrate its 30th anniversary with a PBR Dirty 30 celebration to remember on May 17 during the PBR World Finals. The soiree is a star-studded event emceed by Larry the Cable Guy and featuring headlining musical performances from Ryan Bingham and Chris Janson. Proceeds from the exclusive event will support the Special Operations Warrior Foundation (SOWF). The organization provides educational opportunities and support for children of fallen Special Operational Personnel and children of all Medal of Honor awardees and offers financial assistance to severely wounded, ill, and injured Special Operations Personnel.

While the sport of rodeo itself has grown and evolved, at its core, it remains fundamentally the same as the activity that today’s riders’ grandfathers and great-grandfathers practiced on the frontier decades ago. However, PBR has facilitated massive growth and international acclaim as bull riding reaches more and more people with both televised and live events.

Beyond rural America and the western world, audiences of all types flock to the PBR to witness what it takes to ride a 1,800-pound beast. These past 30 years have shown us that, just like the generations of cowboys they represent,

the PBR will persevere no matter where the journey takes them. Through the ups and downs, the underdog wins, and the devastating upsets, there’s nothing like bull riding to bring people worldwide together to witness athleticism at its finest in the arena and beyond.

Today, the PBR can rightfully claim the crown of the world’s premier bull riding institution, with a history as rich as the sport itself. Its founding story serves as an excellent example of what a group of people with a shared vision can accomplish if they are willing to work hard to achieve it. •

Photo: Andy Watson / Bull Stock Media

Photo: Andy Watson / Bull Stock Media

Photo: Andy Watson / Bull Stock Media

KAIQUE PACHECO #1

2023 PBR STATS

WORLD TITLES: 1

POINTS: 916.50

EVENTS: 24

WINS: 3

OUTS: 59

RIDES: 28

RIDE %: 47.5

2023 EARNINGS: $214, 425

JOSE VITOR LEME #2

2023 PBR STATS

WORLD TITLES: 2

POINTS: 798 EVENTS: 14

WINS: 3

OUTS: 34

RIDES: 21

RIDE %: 61.8

2023 EARNINGS: $193,435

Cooper DAVIS #3

2023 PBR STATS

WORLD TITLES: 1

POINTS: 645.5

EVENTS: 20

WINS: 2

OUTS: 46

RIDES: 22

RIDE %: 47.8

2023 EARNINGS: $135,425

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RANCH LIFE WESTERN WEAR BRAND PUTS

ALL-AMERICAN CRAFTSMANSHIP At Its Core

When Rick and Lori Bizzell founded Ranch Life, a western outfitter and lifestyle brand focusing on quality craftsmanship made from Americansourced materials, their primary focus was to create a line of products that honored the lifestyle of the West and the values it represents. Little did they know that in just three short years, what started as a small clothing brand would blossom into a boutique shop focused on producing the finest products from materials sourced only from North America, with products ranging from custom buckles, custom jewelry, leathercraft, and much more.

The Bizzells co-own Ranch Life and work together as co-presidents, a testament to those deep-seated family values. Working closely with Rick and Lori is their youngest son, Antonio Tieri. He and Lori grew up in Hammonton, a small farming town in southern New Jersey, while Rick grew up in a small-town ranching and rodeo community in south Texas, opting to join the armed services after high school. He leveraged his work as an intelligence analyst to start a defense company called Bizzell Corporation, which had offices worldwide in Iraq, Afghanistan, Istanbul, Dubai, and more. But with the company’s worldwide success, something else seemed to call to the couple. Deep down, there was a yearning to support true American values, which they felt they weren’t always seeing beyond their locale.

Together, they started a clothing brand to celebrate and honor that way of life. As they began sourcing materials, they realized that low-cost overseas vendors weren’t an option.

“Since Rick and I couldn’t find all the products and patterns we were looking for, we just jumped in and started making American-made products. It was our designs and some of the things that we were looking for that we couldn’t find quality, or just things we liked. And that’s where it started,” Lori says.

They sought excellence, the type that can only come from American-made products from people with solid values. This is often missing when manufacturers seek to cut costs by ordering discount products from overseas.

What started with just caps and hoodies in 2020 then blossomed into a full-on western wear outfitter and lifestyle brand. The product roster now includes belt buckles, boots, hats, and flasks and will soon expand into jewelry and organic skincare products.

When sourcing materials, the company aims to curate fabrics and materials from the United States. However, in cases where that’s not possible, the Bizzells say their base policy is to look within North America, meaning they’ll also look to Canada or Mexico when necessary.

Rick describes this sourcing process as “painstaking” but recognizes the quality of the final product makes it worth the effort.

“We’re looking for people not only who are craftsmen at what they do but also share our Western values or faith values. That’s important to us. We could probably find some people who can do the work but don’t share our values. We just won’t work with them,” Rick says, seeking instead “a common ground or purpose, living a life of honor and integrity, and doing things right.”

SINCE RICK AND I COULDN’T FIND ALL THE PRODUCTS AND PATTERNS WE WERE LOOKING FOR, WE JUST JUMPED IN AND STARTED MAKING AMERICAN-MADE PRODUCTS. -Lori Bizzell

The brand puts the spirit of the West at its core, which to the Bizzells, means something very specific.

“The spirit and code of the West, if you really analyze it, is the spirit and code of the Word of God,” Lori says. “It’s the same if we break it down into respect, honor, integrity, perseverance, hard work, gratitude, self-discipline, joy, love for God, family, country, and others, and working towards peace. It’s all of those things collectively which align with the Word of God. And that’s where we saw something very relevant to the backbone of our country.”

But the Bizzells don’t just pay lip service to these values. They embody them in every aspect of their efforts. Take, for example, their relationships with the local ranching community. They buy local meat and encourage local restaurants in the area to buy local as well. They also pray for their local ranchers, guiding them toward prosperity.

The Bizzells have close ties to the rodeo community, too. They sponsor Wyoming Rodeo at the University of Wyoming. They also employ some of the team’s athletes at their shop. They also support a local ranch rodeo called Tom Horn Days, where Ranch Life is a presenting sponsor.

They also sponsor Rough Out Rodeos, a seven-state rodeo for which Ranch Life recently crafted over 250 buckles. The company has a staff artist who helps design all the buckles and is working to develop designs that stand out from standard buckle designs. The team works with different metals and colorings to create unique spins on classic designs. Additionally, Ranch Life recently supported the rodeo queen and princess for junior rodeos in California, providing their sash pins, designed in-house and made specifically for the girls.

THE SPIRIT AND CODE OF THE WEST, IF YOU REALLY ANALYZE IT, IS THE SPIRIT AND CODE OF THE WORD OF GOD.

-Lori Bizzell

The Bizzells continue to innovate in the space, combining their commitment to quality craftsmanship with their unique eye for design.

“We have some beautiful jewelry pieces coming, made out of fine gold and sterling silver. They’re delicate pieces, not real chunky for the most part, but we’ve been designing them using turquoise, white buffalo, some diamonds, and a few other gems,” Lori says.

They continue to innovate in the apparel space as well. While wild rags are typically produced using silk from Asia, the Bizzells work with technical fabrics sourced from the military industry to ensure they have that smooth, lightweight feel crafted from all-American materials and labor. However, they are working toward developing wild rags made with American silk, which is difficult to source.

Because of the care that goes into their sourcing and craftsmanship, they can also handle special orders and customizations for even the most discerning customers.

“We love to serve our clients and people who need something special,” Lori says. “Whatever you need, we can get. We’ll do our best to get what you want, including custom fit and things you’re just looking for that you haven’t been able to find.”

When a brand stands for something, it becomes more than a product or service. It becomes a symbol of what consumers believe in. This is why Ranch Life isn’t afraid to be different in focusing on high-quality, Americanmade products that will last through the generations. The end result ultimately helps foster a sense of community around the products and the brand.

“You can quickly find something from outside of our country. But it’s not going to be exactly what you want or the quality of what you’re looking for, or have the pride in that it’s American-made. That’s important,” Lori says.

To learn more about Ranch Life and to view the company’s array of American-made products, visit ranchlifeofficial.com. You can also support the company by subscribing to the Ranch Life YouTube channel and Instagram account at @ranchlife_official and following the Ranch Life Official Facebook page. •

WE LOVE TO SERVE OUR CLIENTS AND PEOPLE WHO NEED SOMETHING SPECIAL. WHATEVER YOU NEED, WE CAN GET.

-Lori Bizzell

KY HAMILTON

#1

PRCA STATS

WOLRD TITLES: 0

NFR QUALIFICATIONS: 3

2023 PRCA EARNINGS: $101,842

AGE: 23

MEMBER SINCE: 2019

HOMETOWN: MACKAY, QL

JOSH FROST

PRCA STATS

WORLD TITLES: 0

NFR QUALIFICATIONS: 3

2023 PRCA EARNINGS: $89,519

AGE: 27

MEMBER SINCE: 2015

HOMETOWN: RANDLETT, UT

JEFF ASKEY

#3

PRCA STATS

WOLRD TITLES: 0

NFR QUALIFICATIONS: 5

2023 PRCA EARNINGS: $83,555

AGE: 35

MEMBER SINCE: 2010

HOMETOWN: ATHENS, TX

LEIGHTON BERRY

#1

PRCA STATS

WORLD TITLES: 0

NFR QUALIFICATIONS: 2

2023 PRCA EARNINGS: $115,724

AGE: 24

MEMBER SINCE: 2018

HOMETOWN: WEATHERFORD, TX

PRCA BAREBACK RIDERS

#4 KAYCEE FEILD

PRCA STATS

WOLRD TITLES: 6

NFR QUALIFICATIONS: 13

2023 PRCA EARNINGS: $49,770

AGE: 36

MEMBER SINCE: 2007

HOMETOWN: GENOLA, UT

GALLOPING THROUGH

THE CAPITAL OF THE AMERICAN RODEO

Photo: AndyAustinPhoto.com

Country-western folk who love rodeo would be hard-pressed to find a serious cowboy or cowgirl who has yet to spend time in Cody, Wyoming. After all, as the rodeo capital of the world, visiting Cody is simply a return to one’s deepest rodeo roots.

Founded by William Frederick Cody, an American scout and bison hunter, the 10,000-person town is also one of rodeo’s biggest tourist destinations. While people flock to see emerging rodeo athletes in events like tie-down roping, team roping, breakaway, saddle bronc, steer wrestling, and barrel racing try to make names for themselves at the Cody Nite rodeo grounds, they stay to discover the area’s rich history and countless outdoor activities.

Cody is a stone’s throw from Yellowstone, which anticipated a banner year in 2022 before regional flooding shut down areas of the park. But now that the park is open and fully functional, Yellowstone and the communities surrounding the area will commemorate more than 150 years of American history.

Photo: AndyAustinPhoto.com

FEATURED DESTINATION

Cody is also home to Buffalo Bill State Park, whose namesake epitomizes the Old West. Of course, there are plenty of opportunities to partake in hunting, fishing, camping, and other outdoor recreation familiar to westerners. Visitors can also visit the Buffalo Bill Center of the West, which highlights America’s unique frontier history and the local dam and reservoir named after the American legend. Guides from the area facilitate wild horse tours, where the wild horses are descendants of Buffalo Bill’s animals.

People passing through the area can also check out a tour of Kirwin, one of the country’s best-preserved ghost towns, in an excursion that takes curious westerners hiking through the river crossings surrounded by the elk and moose that roam the area. Or, they can rent a three-wheeled Polaris Slingshot, allowing them to explore several scenic byways throughout the region. Thrill seekers can head to Sleeping Giant to ride the largest zipline in all of Wyoming or take in the Cody Firearms experience, where they can shoot more than 70 period guns.

Cody residents are a unique type who fully embrace and respect the western way of life. Stop by the local restaurants and retailers around town, and visitors will find that everything from food to clothing to cultural activities like local arts and crafts features a bold sense of western spirit. After all, there’s a reason that USA Today voted Cody, Wyoming, as 2023’s best western small town.

But at its core, Cody is a rodeo town built on the history and legacy of rodeo sports. Cody’s rodeo tradition kicked off in 1919, paying homage to Buffalo Bill and his Wild West show and tribute to the spirit of the “Old West” he personified.

“The reason our founder Buffalo Bill Cody loved it out here so much is that he lived the authentic western lifestyle,” says Ryan Hauck, the marketing director for Cody Yellowstone. “Rodeo is a big part of that. So he was a big reason why we became a town but also why we have what we have today, including the Cody Nite rodeo grounds.”

During the summer, Cody is the only place in the world where people can see rodeo sports any night of the week. The Cody Nite Rodeo runs every evening from June 1 to August 31, equaling 92 days of rodeo excitement, and is the only rodeo

THE REASON FOUNDER BUFFALO BILL CODY

LOVED IT OUT HERE SO MUCH IS THAT HE LIVED THE AUTHENTIC WESTERN LIFESTYLE.

-Ryan Hauck

in the world to feature such an ongoing nightly format. The Cody Nite rodeo just celebrated what was not only its 100th year in operation but 100 years in a row. Even in the height of the COVID-19 pandemic, citizens of Cody and the surrounding areas figured out how to put on a show. These nightly events help support the area’s biggest rodeo event of the season, the world-famous Cody Stampede.

Come Fourth of July weekend, there’s no better rodeo destination than Cody. And frankly, where better to go to celebrate America’s birthday than the birthplace of rodeo? This year’s events kick off on June 30 with PBR Xtreme Bulls, followed by the 104th annual Cody Stampede, which will run from July 1 through 4. With $200,000 in prize money annually, it’s no wonder the best of the best visit Cody each year to try their luck in the arena.

Fourth of July weekend usually sees about 10,000 visitors from far and wide for the celebrations. The Wild West Arts Festival, which takes place from July 2 to 4, is an excellent place to buy or sell jewelry, unique wooden and metalcrafts like belt buckles and flasks, artwork exemplifying western tastes and culture, custom furniture, western-inspired photography, and a host of other fashion and home items. And the entire weekend is centered around the Stampede, making it a time-honored tradition that draws rodeo fans from afar.

On the nation’s birthday, thousands of spectators will line Sheridan Avenue in downtown Cody each year to commemorate the founding of America. Parades occur on July 3 and 4, and the community spends thousands of dollars on the July 4th fireworks show.

WE’RE LIVING AND BREATHING THE WESTERN LIFESTYLE, SO WE’RE ALWAYS ONE OF THE BEST PLACES TO DO IT.

-Ryan Hauck

FEATURED DESTINATION

“We don’t just put on a show for tourists here. We’re living and breathing the Western lifestyle, so we’re always one of the best places to do it. And everybody knows Cody as the rodeo capital of the world,” Hauck says.

No wonder such an area can also be the home base for some of the west’s most talented cowboys. Take bullfighter Dusty Tuckness, the ten-time PRCA Bullfighter of the Year who recently celebrated his 400th performance. Tuckness, whose sponsors include Justin Boots, Montana Silversmiths, Renewal by Andersen of Wyoming, American Hat Company, CINCH Jeans, Wyoming Downs Racetrack, Wilderness Athlete supplements, The Wag Bar beef snacks, Travel Wyoming, Hooey, and Cody Yellowstone, is from nearby Meeteetse. Many of those 400-plus performances took place right there in Cody.

Tuckness represents Cody Yellowstone with pride and says the Cody Nite rodeo was a “building block” for his career.

“I have a special place in my heart for it,” he says of the Cody rodeo community. “It’s been a big part of my career, especially being a part of the Nite rodeo and the Stampede. It’s home.”

For Tuckness, Cody is about memories, history, and home.

“It’s a great place for the summer, for people to come and work on their craft or try to improve their skills to where they can pursue a career in rodeo if that’s truly what they want,” Tuckness says. “And, the Cody Yellowstone Area, there’s something unique and special about it, from the scenic views around there to all the history and mindset. Rodeo’s a big part of that.”

To learn more about visiting Cody, Wyoming, this summer, check out www.codyyellowstone.org for a complete listing of activities and events, including the Cody Nite Rodeo, PBR Xtreme Bulls, the Cody Stampede, and the Wild West Arts Festival. •

Photo: Andy Watson / Bull Stock Media

Photo: Jacob W. Frank

STETSON WRIGHT

#1

PRCA STATS

WOLRD TITLES: 7

NFR QUALIFICATIONS: 7

2023 PRCA EARNINGS: $175,783

AGE: 23

MEMBER SINCE: 2018

HOMETOWN: MIFLORD, UT

ZEKE THURSTON

#2

PRCA STATS

WORLD TITLES: 3

NFR QUALIFICATIONS: 7

2023 PRCA EARNINGS: $65,170

AGE: 28

MEMBER SINCE: 2014

HOMETOWN: BIG VALLEY, AB

PRCA SADDLE BRONC RIDERS

#3 CHASE BROOKS

PRCA STATS

WOLRD TITLES: 0

NFR QUALIFICATIONS: 5

2023 PRCA EARNINGS: $65,170

AGE: 28

MEMBER SINCE: 2013

HOMETOWN: DEER LODGE, MT

HUNTER HERRIN

#2

PRCA TIE-DOWN ROPERS

PRCA STATS

WORLD TITLES: 0

NFR QUALIFICATIONS: 12

2023 PRCA EARNINGS: $60,749

AGE: 38

MEMBER SINCE: 2004

HOMETOWN: APACHE, OK

PRCA

TIE-DOWN ROPERS

WESTYN HUGHES

#3

PRCA STATS

WOLRD TITLES: 0

NFR QUALIFICATIONS: 2

AGE: 25

MEMBER SINCE: 2015

HOMETOWN: CALDWELL, TX

SHAD MAYFIELD

#6

PRCA TIE-DOWN ROPERS

PRCA STATS

WORLD TITLES: 1

NFR QUALIFICATIONS: 4

2023 PRCA EARNINGS: $39,376

AGE: 22

MEMBER SINCE: 2018

HOMETOWN: CLOVIS, NM

WOMEN WESTERN CULTURE of SHINING A LIGHT ON THE

PRESENTED BY

WOMEN’S WESTERN SPORTS

While images of the cowboy dominate mainstream culture, real Westerners have a deep understanding of the mix of femininity and grit that personifies the American cowgirl. From the rodeo queens who can rope with the best of them to the humble women ranchers who tend to cattle with sustainability in mind, today’s cowgirl plays an integral role in the modern western lifestyle.

WESTERN FASHION & LIFESTYLE

Rodeo arenas may have historically featured cowboy-oriented events, but the recent explosion of popularity in women’s rodeo sports such as barrel racing and breakaway has shown that women are just as hungry as men to make names for themselves in western sports.

These combined factors made 2023 the right time to launch the Cowgirl Channel, an all-new television network dedicated to celebrating the women of western sports and culture. It’s the newest offering from Rural Media Group, Inc., the team behind the Cowboy Channel and RFD-TV.

FARM & RANCH LIVING

The Cowgirl Channel, which officially launched on March 1, celebrates the lives and accomplishments of America’s cowgirls. It looks to honor everything that defines the cowgirl who aspires for greatness in her many roles. She may be a leading rodeo athlete who’s not afraid to get her hands dirty on the farm, while at the same time, she may be a loving and dedicated wife and mother who works hard always to ensure the best for her family.

MUSIC & ENTERTAINMENT

The channel boasts an array of original programming, including documentary and reality shows that put a unique lens on women and their roles in rodeo sports. It will also feature educational content, such as shows about horsemanship and women’s history in western culture.

Patrick Gottsch, the founder of Rural Media Group, Inc., knew for quite some time that there was room for another western-focused channel on cable television. But the seemingly sudden explosion of women’s western sports made right now the perfect time for his team to launch the Cowgirl Channel.

“The Cowboy Channel has been on the air for five years now, and it was obvious that the programming being made available to us from women’s organizations, sports, and events was growing and growing and growing. Starting a channel devoted to women made sense,” he says.

THE COWGIRL CHANNEL WILL NOW BE ABLE TO PRODUCE WESTEN HOME SHOPPING DAILY AND DO FASHION SHOWS...

-Patrick Gottsch

Viewers can expect live broadcasts and round-ups of women’s sports, just as they might see on the Cowboy Channel. Soon, they’ll be able to tune in for a daily women’s western sports roundup similar to the one on the Cowboy Channel. However, the content will be more than just rodeo, as Gottsch expects also to have coverage of other events and competitions of interest to Western women, such as horse shows. Viewers will also find content unique to the Cowgirl Channel, such as programming that explores the lives of women ranchers or, eventually, shows that broadcast western cooking and fashion. The channel acts as a platform for women to share their stories and their contributions to the unique culture of the American west.

“I’m really excited about western home shopping,” Gottsch says. “We’ve wanted to do that for quite some time, both on RFD-TV and the Cowboy Channel, and just never figured out how to do it. The Cowgirl Channel will now be able to produce western home shopping daily and do fashion shows down in the stockyards that will air on the Cowgirl Channel.”

However, rodeo is a time-honored tradition for both men and women, and Cowgirl Channel viewers can expect to see plenty of it. It will feature interviews with women rodeo athletes and document their lives as professional ropers and riders. Women’s rodeo sports are more popular than ever, and more coverage and exposure can only lead to more growth opportunities. With the Cowgirl Channel’s launch, people across rural America will now have access to the daily lives of Western women, who not only compete to be the best in rodeo sports like breakaway roping and barrel racing.

Photo: Lauren Summers

EXCLUSIVE FEATURE

As another benefit, the channel also serves as another conduit for live event coverage. For example, if the Cowboy Channel is live broadcasting a major rodeo event that overlaps with another, then the Cowgirl Channel’s programming schedule can take the reigns on that second event, allowing viewers to check in on their preferred event and thereby providing more comprehensive coverage of the rodeo scene overall.

But ultimately, the channel is all about having a womenoriented focus.

“We want to help create events directly for women and plan on doing some of that ourselves. Right here in the Fort Worth stockyards, we’ve got the Coliseum available to us here during the daytime hours and some weeknights where we could even be holding Cowgirl Channel competitions and jackpots for breakaway roping, barrel racing, ranch rodeo, and everything else that’s out there,” Gottsch says.

Shining a spotlight on these women becomes an ongoing exchange, as this coverage leads to more opportunities to put on women’s events. These events lead to more opportunities for sponsorships, endorsements, advertisements, and overall industry growth.

Photo: Vanessa Ender

“It’s a real partnership. Obviously, we want content. We want original content that people are going to be interested in watching. And they want to create events,” Gottsch says of the women in the industry.

Knowing the channel needs the right talent to thrive, Gottsch personally selected Hailey Frederiksen as on-air talent. And for Frederiksen, who was ending her tenure as Miss Rodeo America 2022 and always had the Cowboy Channel on her mind as a future career, it was a dream come true.

“What Patrick and his family have done is truly remarkable and has changed the face of this industry. And we’ll just keep doing it with the Cowgirl Channel. I can’t wait to be one of the pioneers, so to speak, on the channel and to help grow what he and his family have done.” she says.

Photo: Marji Alaniz

Photo: Anne Albert

Frederiksen has a deep passion for the Western lifestyle and is thrilled to have a chance to share that with a national audience.

“When you look at the cowgirl, she’s so much more than just a gal that rides horses. She’s a mother, she’s a daughter, she’s a sister. She’s a friend, she can be in the kitchen. She could whip out an apple pie but still hop on a horse and

break colts. It’s amazing what a cowgirl can do. And I think we’re trying to showcase the beauty and the grit of the cowgirl,” she says.

It’s easy to know what your audience wants to see when you also represent a channel’s target demographic. Frederiksen is particularly excited to see channel content around fashion, cooking, and of course, rodeo sports.

“I actually got to attend an event called Art of the Cowgirl in Queen Creek, Arizona, this year. And if I could describe the Cowgirl Channel, it would be that event. It had art, it had cooking, it had women ropers, it had women’s ranch riding. It had everything that a cowgirl is, all wrapped up into one event,” she says. “There’s just so much content that we have yet to tap into on the Cowboy Channel that we’re going to do on the Cowgirl Channel. I think that’s what’s so exciting about all this.”

The Cowgirl Channel is available on DISH Network channel 269 and SlingTV. And, if it’s unavailable where you live, you can also subscribe via Cowboy Channel+ to view Cowgirl Channel content on demand from anywhere you can get internet access, plus watch live feeds of major rodeo events. You can also support the Cowgirl Channel and its mission by following its official accounts on Twitter, Facebook, Instagram, TikTok, and YouTube. •

WHEN YOU LOOK AT THE COWGIRL, SHE’S SO MUCH MORE THAN JUST A GAL THAT RIDES HORSES.

-Hailey Frederiksen

JORDAN BRIGGS

#1

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HAILEY

KINSEL

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#5 BRITTANY POZZI-

TONOZZI

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JOEY WILLIAMS

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MARTHA ANGELONE

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WPRA BREAKAWAY RACERS

SOCORRO DISCOVER

Socorro, New Mexico is a hidden gem nestled in the Rio Grande Valley. With a population of just over 9,000, this small city is rich in history and natural beauty. There are plenty of amenities that make Socorro a great place to live, work, and play.

Socorro is a city with a fascinating history that dates back to the 16th century. The city was founded in 1598 by Spanish explorer Don Juan de Oñate, who established it as a stop on the El Camino Real, a trade route that ran from Mexico City to Santa Fe.

In the centuries that followed, Socorro played an important role in the region’s economy and politics. It served as a center for agriculture, mining, and ranching, and was a hub for trade and commerce. The city was also the site of several important battles and conflicts, including the Pueblo Revolt of 1680, which saw the local Pueblo tribes successfully drive the Spanish out of the region for over a decade.

Throughout the 19th and early 20th centuries, Socorro continued to grow and develop. It became a center for education, with the establishment of the New Mexico School of Mines (now New Mexico Tech) in 1889, and was a key player in the region’s mining industry. The city also played a role in the development of the atomic bomb, with the construction of the nearby Trinity Site, where the first atomic bomb was tested in 1945.

Today, Socorro is a thriving city that celebrates its rich history and cultural heritage. Its downtown area is home to many historic buildings and landmarks, including the San Miguel Mission, which dates back to the 1600s, and the Socorro County Courthouse, which was built in 1939. The city also hosts several annual events and festivals, including the Socorrofest, which celebrates the city’s arts and culture, and the Bosque Del Apache Festival of the Cranes.

Overall, Socorro’s rich history and cultural heritage make it a fascinating destination for visitors and a proud home for its residents.

Natural Amenities

Socorro is surrounded by the natural beauty of the Rio Grande Valley, which is characterized by arid desert landscapes, volcanic rock formations, and scenic mountain vistas. The area is home to a variety of wildlife, including deer, coyotes, roadrunners, and a wide variety of birds. The city is also situated near several state parks, national forests, and wildlife refuges that offer residents and visitors the chance to explore the great outdoors.

The Bosque del Apache National Wildlife Refuge is located just 15 miles south of Socorro and is a popular destination for birdwatchers and nature enthusiasts. The refuge is home to thousands of migratory birds, including sandhill cranes, snow geese, and a variety of waterfowl. The Socorro Springs State Park is another popular destination for outdoor recreation. The park features several hiking trails, picnic areas, and campgrounds.

Soorro is home to a wealth of natural attractions that offer visitors and residents the chance to explore the beauty and diversity of the region. In addition to the Bosque Del Apache National Wildlife Refuge, the area is also home to San Lorenzo Canyon, Water Canyon, and The Box Canyon, all of which are must-visit destinations for anyone interested in the beautiful outdoors.

San Lorenzo Canyon is located about 10 miles Northwest of Socorro and is a popular destination for hiking, rock climbing, and sightseeing. The canyon features towering rock formations, narrow gorges, and stunning views of the surrounding desert landscape. The area is also home to a variety of wildlife, including bighorn sheep, mule deer, and a wide variety of birds.

Water Canyon is another popular destination for outdoor enthusiasts. The canyon is located about 20 miles west of Socorro and features a variety of hiking trails, picnic areas, and scenic overlooks. The canyon is home to several natural springs and streams, making it a great place to cool off on a hot day. The area is also known for its diverse wildlife, including black bears, mountain lions, and elk.

The Box Canyon is located about 15 miles west of Socorro and is a hidden gem that is not to be missed. The canyon features towering cliffs, narrow gorges, and crystal-clear pools of water. The area is also home to a variety of wildlife, including foxes, coyotes, and a wide variety of birds. The Box Canyon is a popular destination for hiking and rock climbing and offers some of the most spectacular views in the region.

Of course, we cannot forget the Bosque Del Apache National Wildlife Refuge, which we briefly mentioned earlier. The refuge covers over 57,000 acres and is home to a wide variety of wildlife, including migratory birds, mammals, and reptiles. The refuge is particularly known for its populations of sandhill cranes and snow geese, which migrate to the area in the fall and winter months. The refuge features several hiking trails, bird-watching sites, and scenic overlooks that offer visitors the chance to observe the area’s natural beauty up close.

In conclusion, Socorro is a nature lover’s paradise. With its diverse range of natural attractions, including San Lorenzo Canyon, Water Canyon, The Box Canyon, and the Bosque Del Apache National Wildlife Refuge, the area offers something for everyone. Whether you’re interested in hiking, rock climbing, bird-watching, or simply taking in the stunning desert scenery, you’re sure to find something to love in Socorro.

Constructed Amenities

Despite its small size, Socorro has a wide range of constructed amenities that make it a great place to live. The city is home to several parks, museums, and cultural attractions. The historic Plaza is the heart of downtown Socorro and is home to several art galleries, boutiques, and restaurants. The plaza also hosts several events throughout the year, including concerts, farmers’ markets, and holiday celebrations.

The New Mexico Tech Mineral Museum is located on the campus of the New Mexico Institute of Mining and Technology and is home to one of the largest mineral collections in the world. The museum features exhibits on mineralogy, geology, and mining history. The Socorro County Historical Society is another popular attraction, featuring exhibits on the history and culture of the region.

In addition to its cultural and historical attractions, Socorro has a wide range of recreational facilities for residents and visitors. The city has several public parks, including the Socorro Sports Complex, which features soccer fields, a 5k trail, a walking trail, and the rodeo arena. The city also has a community swimming pool, and several fitness centers. New Mexico Tech’s Campus also houses one of the finest golf courses in the Southwest that is open to the public.

The City of Socorro Rodeo and Sports Complex is a stateof-the-art facility that offers a wide range of recreational opportunities for residents and visitors alike. The complex is located on the outskirts of the city and covers over 40 acres, making it one of the largest and most comprehensive recreational facilities in the area.

The rodeo arena at the complex is one of its most popular features. The arena can accommodate up to 3,000 spectators, making it the perfect venue for rodeos, equestrian events, and other large-scale outdoor activities. This site includes both a covered and uncovered arena. The complex also includes several rodeo amenities such as, a variety of corrals, covered stalls, and other livestock facilities.

The City of Socorro Rodeo and Sports Complex hosts a wide range of events throughout the year, including rodeos, concerts, festivals, and sporting events. The complex is also available for private rentals, making it a popular venue for weddings, corporate events, and other special occasions.

Overall, the City of Socorro Rodeo and Sports Complex is a fantastic resource for the community. It’s state-of-the-art facilities and wide range of recreational opportunities make it the perfect place for residents and visitors to stay active, have fun, and enjoy the great outdoors.

Another space offered for events such as conventions, trainings, group meetings, graduation parties, weddings, reunions, etc. is the City of Socorro Convention Center. The Convention Center offers over 11,000 square feet of available space that is equipped with a spacious ballroom and 3 break out rooms. This space also offers an outdoor patio, a kitchenette and bar.

Events

One of the city’s most popular events is SocorroFest, an annual festival that celebrates the arts and culture of the region. Held each year, the festival features live music, dance performances, art exhibits, and a wide range of other cultural activities. Visitors can sample traditional New Mexican cuisine, browse through local arts and crafts, and enjoy the warm hospitality of the Socorro community.

Socorro is also home to several other annual events and festivals, including the Socorro County Fair, the Holiday Electric Light Parade, and the New Mexico Tech Performing Arts Series, which brings top-quality music, dance, and theater performances to the city throughout the year.

In addition to its annual events, Socorro also hosts a variety of smaller-scale events and activities regularly. These include farmer’s markets, art walks, and cultural celebrations, which offer visitors and residents alike the opportunity to experience the rich cultural heritage of the city and the surrounding region.

Overall, the events and festivals in Socorro, New Mexico reflect the city’s vibrant and diverse community. They provide a wonderful opportunity for visitors and residents to come together, celebrate their shared cultural heritage, and enjoy the many unique attractions and experiences that Socorro has to offer.

So, what are you waiting for? Come on down to Socorro, where the people are friendly, the sun is shining, and the adventure is waiting. Whether you’re here to hike, climb, swim, or simply enjoy the local cuisine, there’s something for everyone in this lively and welcoming community. And who knows, you might even find yourself joining in on a game of cowboy polo at the Rodeo and Sports Complex, or trying your hand at the world-famous Socorro green and red chile. Just remember to pack your sunscreen, your sense of humor, and your spirit of adventure, and get ready for a trip you’ll never forget. We’ll be waiting for you with open arms and a big ol’ Southwestern welcome! •

NELSON WYATT

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BUDDY HAWKINS

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#3 LEVI LORD

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JUNIOR NOGUEI RA

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#1 COLE PATTERSON

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JESS TIERNEY

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JESSE BROWN

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JACOB TALLEY

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PBR TEAMS 2023 SCHEDULE

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