A Cowboy Partnership

Blue Man Group helped Just Plain Crazy's Jennifer Watchous celebrate

THE COWBOY CHANNEL COWBOY CHRISTMAS RETAIL EXTRAVAGANZA WAS A SUCCESS BY EVERY MEASUREMENT AND 2021 WAS JUST THE BEGINNING OF A NEW SYNERGY.

BY BRIAN HURLBURT

IT WAS AN EPIC YEAR IN THE EVOLUTION OF

the already stunningly successful Cowboy Christmas, an annual country & Western retail expo at the Las Vegas Convention Center, which coincides with the Wrangler National Finals Rodeo®.

For the first time, the fast-rising The Cowboy Channel took its rightful place as title sponsor, and what ensued was 10 days of success, no matter what metrics were measured. Even with such a terrific show in the books, the future looks even more promising.

“This was the biggest investment we’ve ever made in marketing by becoming the title sponsor and I think it was worth every penny we spent and we look forward to growing it next year,” says Patrick Gottsch, founder, Rural Free Delivery Television (RFD-TV), home of The Cowboy Channel. “What is very exciting is that even with all of the success in 2021, this year will be the first year when we’ve had a full year of rodeos to go to and actually promote The Cowboy Channel Cowboy Christmas. We’ve already started with the Denver Stock

(Left) Record fans and exhibitors highlighted Cowboy Christmas (Below) Boot Barn X LVE fashion show was a hit on opening night.

Show and the Fort Worth Stock Show and rodeo. We will be going to at least 300 rodeos in person in 2022 that we will broadcast from, and we will be promoting Cowboy Christmas the whole year.”

More than 240,000 attendees and 350+ exhibitors enjoyed The Cowboy Channel Cowboy Christmas in 2021. To give a little perspective to this mass gathering of people, the total number of attendees adds up to about four sellouts at the new Allegiant Stadium in Las Vegas and about 15 NFR sellouts of the historic Thomas & Mack Center.

That’s a dizzying quantity of cowboys and cowgirls enjoying all things country & Western.

A new Wrangler NFR tradition was born in 2021 when The Cowboy Channel and Cowboy Christmas came together. According to Las Vegas Events president Pat Christenson, there may not be a more perfect combination between sponsor and event.

“The fact that they both start with ‘Cowboy’ says a lot about the matchup,” says Christenson, simply, succinctly, and appropriately. “Most title sponsors use the platform to brand their product. The Cowboy Channel’s partnership with the NFR is unique because we have a stake in each other’s success and use the platform to grow rodeo and Cowboy Christmas year-round.”

The Cowboy Channel Cowboy Christmas runs concurrently with the Wrangler NFR over 10 days and features more than 500,000 square feet of show floor and exhibitors from across the United States. The area is adjacent to the Rocky Mountain Elk Foundation’s Hunter & Outdoor Christmas Expo and includes the Wrangler Rodeo Arena where the YETI Junior World Finals are held; NFR Central presented by Resorts World; Bites and Brews presented by Total Feeds; NFR After Dark presented by Community Coffee; Ranch Water Rodeo Saloon; and much more.

There are also four daily live shows that emanate from the Ariat Rodeo Live Stage and include RMEF Calcutta, Outside the Barrel with Flint Rasmussen, Cowboy Revival with Shane Minor, and NFR Tailgate. There are also hundreds of autograph signings throughout the show floor featuring current and former NFR competitors, world champions and other western-world celebrities.

There is a certain vibe that surrounds The Cowboy Channel Cowboy Christmas. It was felt by attendees, exhibitors and Gottsch. Those good vibes were also matched by verified statistics that revealed how successful the new partnership was.

“The response was terrific and the research proved that the success that we all felt during the show was

More info: thecowboychannel.com

also tangible success, not just good feelings,” Gottsch says. “We tripled our number of subscribers to our app and that’s just one example of our success. Also, a lot of our partners were there that sponsor our broadcasts all year long. It was great to see the other booths also doing very well. The American Hat booth, for example, had a line going around it every day and I don’t think they’ve ever had such a successful Cowboy Christmas show. I think it was the same thing at Justin and Resistol, and everybody associated with us. Everybody couldn’t have been more pleased, especially our customers and sponsors.”

The Cowboy Channel is the official network of ProRodeo and the first 24-hour television network totally dedicated to western sports and the western lifestyle. Headquartered in the Fort Worth Stockyards, The Cowboy Channel features content focused on ProRodeo, bull riding, roping, reining, barrel racing, and other western sports genres, along with western fashion and music. The lineup also features a wide variety of “live” coverage from major western events showcasing the world’s toughest and most talented cowboys and cowgirls.

The network enjoys distribution into 42 million homes on cable/satellite systems on Altice, Charter Spectrum, DISH, DIRECTV®, AT&T U-Verse, Cox, Comcast, Mediacom, Verizon FIOS TV, and many other rural cable systems. In addition, The Cowboy Channel can be streamed online via The Cowboy Channel Plus at cowboychannelplus.com, DIRECTV NOW, Roku, iOS, Android, Firestick, Apple TV, and Sling TV’s Heartland Extra package.

BEST IN SHOW

For the first time, The Cowboy Channel Cowboy Christmas show organizers selected the best booth displays. The winners were alerted at their booths by Vegas performers Blue Man Group who led a large entourage.

Earning top honors were, Just Plain Crazy, for best overall booth and best holiday-themed booth, and Barn Again, for best western-themed booth. The winners were determined by the Cowboy Christmas decorating committee after the exhibitors were asked to submit images for fans to vote on their top choices in each category. From the fan vote, the list was narrowed to the top six in total votes. The decorating committee surveyed those booths before making the final vote.

Each of the two winners received a prize package that includes an award-winning ribbon each exhibitor can display on site, inclusion in NFR Experience social media channels and The Cowboy Channel, as well as custom profiles in both NFR Rewind Magazine and the 2022 NFR Fan Guide. Finally, each winner will receive a $1,000 discount towards their 2022 booth renewal.

Just Plain Crazy is led by owner and designer Jennifer Watchous, and specializes in one of a kind, handmade leather hats.

“I was very shocked to find out that we had won both awards in our first year because I knew there were so many competing who had wonderful booths that I had admired,” Watchous said. “It means even more because we are a little business from Kansas. To be able to compete with larger companies is something I’m very proud of. We came into a new environment as we had never done a show as big as Cowboy Christmas. But Cowboy Christmas is the largest event that attracts our target audience.”

Barn Again is a popular Western arts and crafts business from California, and is operated by Renae Rosa and Helen Peters.

“The main theme of my booth is 95 percent of everything must make you laugh out loud,” Rosa said. “Everything must be hysterical from the tea towels, shirts, painted horse wine glasses with leather tack and tails, to the windshield shades that look like a bunch of horse hooligans are driving your vehicle. You would not believe how much fun it is to host my booth and listen to people laugh until they snort. If they purchase, that is just a plus."

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Clockwise from top left: Influencer Taylor Brooke, Singer songwriter Lainey Wilson, Actress Debbie Dunning and Merle Norman Executive Travis Richards

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Marco Rizoo

THE YETI JUNIOR WORLD FINALS IN LAS VEGAS SHOWCASES THE BEST YOUNG TALENT IN RODEO WITH MORE THAN $1 MILLION ON THE LINE.

BY JACK NOWLIN

THE SPORT OF RODEO ONCE AGAIN TOOK OVER

Las Vegas in December 2021.

While current Professional Rodeo Cowboys Association cowboys and Women’s Professional Rodeo Association cowgirls were thrilling the crowds at the Wrangler National Finals Rodeo® at the Thomas & Mack Center, the sport’s future stars were on display a few minutes away in a state-of-the-art building.

The YETI Junior World Finals took center stage at the Wrangler Rodeo Arena inside the Las Vegas Convention Center, with 750 athletes from ages 8 to 19 competing in nine events – bareback riding, saddle bronc riding, bull riding, steer wrestling, tie-down roping, team roping, barrel racing, breakaway roping and pole bending – from Dec. 2-11.

The JWF returned to Vegas after being held in Texas in 2020 because of the coronavirus pandemic. And by all accounts, the return to Vegas was a success.

“This was one of the best-organized and smoothestrunning Junior World Finals we’ve ever executed here in Vegas,” said Bo Gardner, vice president of corporate marketing for Las Vegas Events and Junior World Finals general manager. “Everything came together this year. Plus, we hit our goal of more than $1 million in cash and prizes for the contestants.”

In the past four years, Las Vegas Events has paid out more than $2.7 million in cash and prizes, according to Gardner.

With that kind of money on the table, it’s no surprise the Junior World Finals continues to attract the top young cowboys and cowgirls from across the country. Recent JWF alumni include NFR tie-down roper John Douch, whose younger brother Koby finished third in the 19 and under division of tie-down; current Sam Houston State cowboys Chris Villanueva and Bradlee Miller, both of whom won numerous roughstock titles at the JWF; and former JWF and College National Finals Rodeo champion steer wrestler Bridger Anderson, who finished ninth in the PRCA world standings in 2020.

“The quality of contestants just keeps getting better,” Gardner said. “A lot of these kids are close to joining that PRCA circuit and making a name for themselves.”

One of the 2021 winners is on his way to doing just that.

Cash Robb of Altamont, Utah, who won the open steer wrestling, finished eighth in the Wilderness Circuit last year. When Robb isn’t competing collegiately – he’s a freshman at Texas A&M-Commerce – he often trains with three-time world champ Tyler Waguespack. The 31-year-old Waguespack was at the Wrangler Rodeo Arena to watch Robb win the Ote Berry Junior Steer Wrestling title for the third time just hours before winning his own third world title.

(left) Calvin Taylor, during the Open Team Roping, (top) Andy Watson at the 19 & Under Tiedown Roping

“What Ote Berry is doing with the Junior World Finals is outstanding,” Waguespack said. “It lets kids come to a venue where they can win a lot of money. When I was in high school, I didn’t have that. So, it’s great that they have places they can go to get a little bit of a competitive edge before they’re ready to get up in the higher rankings.

“Kids get to come to Vegas and have their entire families with them for support. It puts them on a heckuva stage and it helps them get the momentum rolling for whenever they’re ready to step up to a bigger stage.”

In its effort to make the Junior World Finals the preferred event for future stars of the sport, Las Vegas Events continues to raise the bar. Teaming with The Cowboy Channel in 2021 provided fans who couldn’t be in Vegas the opportunity to watch all 10 days of the Junior World Finals. Based on the numbers, rodeo fans did just that.

“We saw some impressive numbers,” Gardner said. “From The Cowboy Channel Plus app, which was a free download, they averaged over 11,000 downloads a day. On the first day of competition, there were 38,000 clicks to that app and over 63,000 hours were watched. That opens up doors for us to now look at future sponsorship, not only for the JWF, but for Las Vegas Events. Those type of things are such positive feedback for us, and we’re going to use that to make things better for future events.”

And the growing presence of SaddleBook, which offers “a complete online solution for horse competitions,” at the JWF has proved to benefit the competitors as well as fans of the sport. Gardner and his staff are already working with SaddleBook founder and CEO Paul Hanson to make the viewing experience even better in the coming years.

“We want to include contestants’ stats on the large LED board so you know their profiles,” Gardner said. “All that stuff that we do and we work so hard for at the NFR, we’re now going to implement that at the Junior World Finals next year.”

In other words, expect the 2022 YETI JWF to be even better and offer even more opportunities to the sport’s future stars. As for those who think the popularity of rodeo is fading, eight-time world champ and Pro Rodeo Hall of Fame member Joe Beaver has other thoughts.

“I’ve been around for a long time and this is as good as I’ve ever seen it,” he said. “I think the future of rodeo is bright. I think it’s as bright right now as a sunshiny day in Vegas in June.”

2021 YETI JUNIOR WORLD FINALS CHAMPIONS

BAREBACK

Rookie: Layn Claxton, West, Texas Junior: Tyson Schmelzle, Gillette, Wyoming Senior: Collin Roland, Childersburg, Alabama Novice: Kooper Heimburg, Arizona

SADDLE BRONC

Rookie: Wade Magner, Breda, Iowa Junior: Zane Magner, Breda, Iowa Senior: Shane Scott, Ridgefield, Washington Novice: Benny Proffit, Canadian, Texas

BULL RIDING

10-11: JW Nunn, Seminole, Texas 12-13: Noah Lee, Azle, Texas 14-15: Luke Mackey, Ignacio’s, Colorado 16-18: Michael Caruso, Pilesgrove TWP, New Jersey

STEER WRESTLING

Open: Cash Robb, Altamont, Utah 16 and under: Sage Schrunk, Valentine, Nebraska

TEAM ROPING

17 and under #10.5: Owen Clemons, Okeechobee, Florida/Blaine Burleson, Waller, Texas 17 and under open: Brandt O’Connor, Blair, Oklahoma/Trigger Hargrove, Elk City, Oklahoma

TIE-DOWN ROPING BARREL RACING

Juniors: Charlie Ray Sohrt, Marvel, Texas Seniors: Morgan Beckstrom, Spanish Fork, Utah

BREAKAWAY ROPING

10 and under: Bronc Evans, Fairview, Missouri 15 and under: KC Gail Churchill, Waco, Texas 19 and under: Quincy Sullivan, Peralto, New Mexico

POLE BENDING

Austin Ashley

PLENTY IS UP FOR GRABS IN ADDITION TO THE NFR® DURING THE WORLD SERIES OF TEAM ROPING, BULLFIGHTERS ONLY AND ALL IN BARREL RACING AND BREAKAWAY.

BY BILL BOWMAN

WHILE THE NATIONAL FINALS RODEO GRABS

the majority of the headlines when the rodeo’s best-ofthe-best come to Las Vegas each December, there are specialized rodeo events taking place around town at the same time when top talent highlights the action and millions more dollars are on the line.

Events such as Bullfighters Only, the Ariat World Series of Team Roping and the All IN duo of barrel racers and breakaway roping also make appearances in Las Vegas during that time, creating unique vibes and plenty of exciting competition.

Add in the multiple trade shows where exhibitors show off their wares to rodeo fans and it all adds up to a 10-day run of rodeo bliss.

The groups returned to Las Vegas in 2021 after a year away and were warmly received by competitors, fans, sponsors and event organizers alike.

Here’s a look back at 2021 with an eye towards 2022 when each plan to make Vegas home yet again and the events will be bigger and brighter.

BULLFIGHTERS ONLY

Extreme action defines BFO in 2021 and beyond

For Joey Austin, CEO of Bullfighters Only, 2021 couldn’t have gone much better.

“The western industry and rodeo industry proved to be very resilient,” he said. “We had a lot of events when others weren’t able to and it culminated with the NFR coming back to Las Vegas and everything else around it.”

And that trip back to Las Vegas for rodeo fans saw Bullfighters Only take a step up and into a brighter spotlight. Bullfighters Only and the newly opened Resorts World Las Vegas teamed up to put on sold-out shows from start to finish.

“This year we had a new home in Resorts World,” Austin said. “It was a big chance that both of us took and they were pleased by having us and we were pleased to be there to help open it up. We’re looking to make it bigger and better in 2022.”

Westin Rutkowski

NFR REWIND 2022

Austin added that with the NFR returning to Las Vegas, it felt like old times and he’s hoping that feeling only gets stronger in the years to come.

While success has been consistent for BFO, 2022 could be a breakout year.

“We are the premier league for bull fighting,” Austin said. “We’re looking to do much more in 2022. Naturally, we want to increase money and attendance. We had sold-out shows in 2021, so we’re hoping to add to the infrastructure at Resorts World so we can have even more fans enjoy the show.”

He also said the event’s 1:30 p.m. time slot is ideal.

“Rodeo fans are definitely looking for entertainment during the day as well as the rodeo at night,” he said. “And we try to give them the best show in Vegas they can attend during the day.”

BULLFIGHTERS ONLY RESULTS

World Champion—Weston Rutkowsi, Haskell, Texas Vegas Champion—Austin Ashley, Wynnewood, Oklahoma Rookie of the Year—Reynaldo Aguilar, Zacatecas, Mexico Contractor of the Year—Penthouse Fighting Bulls, Lipan, Texas

ALL IN BARREL RACING AND BREAKAWAY ROPING

Fast and furious as usual, ALL IN went ALL IN

For Chris Woodruff, event producer for the All IN Barrel Racing and Breakaway Roping, there was one huge factor for the success of the 2021 finale.

“We were all very excited to be back in Las Vegas,” 47

he said of the event that was held at the Orleans Hotel & Casino, just off the Las Vegas Strip. “We had great events and great attendance. The fan and competitor base were certainly glad to have us back in Las Vegas as well.”

A rise in participants in both events as well as more prize money also has Woodruff excited for the future.

“There’s no doubt these events belong in Las Vegas,” he said. “With the barrel racing, the breakaway roping and the trade shows, Las Vegas is the ideal spot to keep everything close together. It’s no more than a couple minute cab ride to the events and you can even walk to some of them.”

An epic year could be in store for ALL IN events in 2022 and the timing along with the NFR is perfect in many ways.

“The success is definitely tied to Las Vegas and the NFR,” he said. “The logistics of putting our events back in Las Vegas was challenging, but we got it done and it worked out well. That will also make it a lot easier for 2022.”

Woodruff said the wide variety of rodeo events on tap at the end of the year gives everyone a lot of choices.

2021 ALL IN FINAL RESULTS AT LAS VEGAS

BARREL RACING

RACE 1 SHOWDOWN WINNERS

1D-Maggie Poloncic, 14.438 2D-Rilynn Rein Springer, 14.942 3D-Hadlee Landers, 15.442 4D-Lisa Jones, 15.947 5D-Abby Henson, 16.594

RACE 2 SHOWDOWN WINNERS

1D-Lynette Clyde, 14.393 2D-Kinley Follman, 14.913 3D-McKenna Hanson, 15.408 4D-Annette Noack, 15.924 5D-Maddy Black, 16.402

BREAKAWAY ROPING

1D-Kendal Pierson, 1.98 2D-Rickie Engesser, 2.48 3D-Beth Hitchcock, 2.98

More than $14 million was awarded during the Ariat WSTR

Maggie Poloncic

ARIAT WORLD SERIES OF TEAM ROPING

For the World Series of Team Roping, 2021 saw the event return with a flourish at the South Point, a terrific event partner.

“With all the uncertainty that comes from the pandemic and the cancellation just weeks before the event in 2020, we were thrilled to be back this year in Las Vegas,” said Connie Gentry, senior vice president of the WSTR.

The eight-day event saw almost 4,000 ropers from around the world take their shots at winning their a share of the more than $14 million in cash and prizes up for grabs at the South Point Arena & Equestrian Center.

Champions were crowned in eight divisions and big cash was being paid out everywhere. In fact, history was made when $2.26 million was paid out on one day, in the 9.5 division alone.

Also in 2021, new technology was implemented at the event and video of each run was delivered by Equine Network’s GEMS technology. In addition, the event was live streamed at WSTRoping.com.

The South Point's commitment to the equestrian lifestyle has allowed the WSTR to continue to grow. The South Point Equestrian Complex includes the 4,600 Seat Equestrian Arena with a 250’ x 125’ Show Floor, Priefert Pavilion with two arenas each featuring a 250’ x 125’ Show Floor, 1,200 Climate Controlled Stalls, Cinch Saloon Overlooking Arena and 270’ x 90’ Indoor Practice Arena, plus other staging and storage areas.

ARIAT WSTR FINALE XV AGGREGATE WINNERS GOLD BUCKLE BEER OPEN

1- Riley S. Minor-Cory Petska, 31.76 on 5 2- James Arviso-Cooper Freeman, 33.92

NO. 14.5 PRIEFERT FINALE

1- David McCallister-Pedro Maestas, 28.41 on 4 2- Tyler Tryan-Denton Parish, 29.21

NO. 13.5 YETI FINALE

1- Clay Acuna-Johnny Salvo, 29.72 on 4 2- Travis Nickolson-Guy Chomistek, 30.34

NO. 12.5 ARIAT FINALE

1- Copie Dickson-Shane McCall, 29.66 on 4 2- Lance Horner-Coy A. Thompson, 30.54

NO. 11.5 PRIEFERT FINALE

1- Joshua Comeaux-Rickey DeCuir, 31.52 on 4 2- Kyle Dagliesh-Brendan Fisk, 32.87

NO. 10.5 YETI FINALE

1- Ty Crouch-Clay D. Alexander, 32.72 on 4 2- Casey Lambert-Cooper Bradshaw, 35.07

NO. 9.5 ARIAT FINALE

1- Bud Swagel-Mike Foster, 35.65 on 4 2- Greg Kesler-Nash Nelson, 37.84

NO. 8.5 RESISTOL FINALE

1- Mac Fairey-Tyrel Campbell, 37.04 on 4 2-Chase Hulme-Denton Hulme, 39.5

NFR COMPETITORS AND SPONSORS GATHERED TO SUPPORT KIDS WITH CANCER, AND WALKED AWAY WITH DEEP APPRECIATION. BY BRIAN HURLBURT

IN A FIGURATIVE SENSE, RODEO IS LIFE FOR

many Wrangler National Finals Rodeo® fans and competitors.

But in a more literal way, rodeo is life for 20 families with youngsters dealing with a cancer diagnosis. Their situations hit home with some NFR competitors and sponsors during the 2021 Golden Circle of Champions event held in conjunction with the NFR.

Founded in 2016 by the Santa Maria Elks Rodeo organizers, the Golden Circle of Champions raises awareness and provides funds to help children in need. Very quickly, the Golden Circle project and cause was taken up throughout the rodeo world.

The goodwill and support went to another level in 2018 when Golden Circle families were invited to Las Vegas for the first time to enjoy the NFR in Vegas VIP style. The Golden Circle of Champions event is now an entrenched NFR tradition.

In December, 10 families from Southern Nevada along with 10 families from the around the country gathered for a series of events. The kids battling cancer inspired those around them as much—or more—than the rodeo competitors and others who were there to inspire them.

“I wasn’t feeling great about what was going on here at the NFR, but seeing those kids and spending time with them changed my outlook and was a bright spot in my day,” steer wrestler Will Lummus shared with veteran rodeo writer Susan Kanode. “It reminded me that winning money here wasn’t that big of a deal. There are things a lot more important than money, and I just hope that we could help those kids and their families put their cares behind them for a bit and have some fun.” Hours after spending time with the kids and families, Lummus tied with Riley Duvall for first place in the NFR’s fourth round at the Thomas & Mack Center. Duvall also happened to be at the Golden Circle of Champions event earlier in the day. Immediately after his run of 4.3, he pointed directly at Golden Circle families in the stands. Each child was dressed like a rodeo contestant, wearing shirts with sponsor logos and a big Golden Circle of Champions patch, cowboy hats and new championship belt buckles. Tie-down roper Taylor Santos also attended the event, getting to know young Ty, who was named after bull-riding legend Ty Murray. Young Ty also has a younger brother, Lane, named after the late great Lane Frost. He shares that in common with Santos, who also has an older brother named Lane for the same reason. “Ty beat brain cancer when he was 2 and he caught his first calf at the Golden Circle of Champions at the South Point,” an excited Santos said. It is moments such as those that brought a little sunlight to the families, kids and competitors, and are instantly etched in “Heart of the NFR” lore. In addition to the Golden Circle of Champions, NFR competitors also support several other meaningful events surrounding the NFR, including Grant a Gift for Autism and Tough Enough to Wear Pink Night at the Thomas & Mack Center. Golden Circle of Champions founder Tina Tonascia is continually humbled with the support she receives from all levels of rodeo. “Our goal is to bring education and awareness, locally and nationally, to pediatric cancer and offer a ray of hope to the families that are navigating through this difficult journey,” Tonascia said. “They desperately need our help as a community, and we want to let them know we are here for them. Being able to partner with the Wrangler National Finals Rodeo and the Nevada Childhood Cancer Foundation to bring these families, contestants, committees and

Info or donations: sponsors together is a huge stepping stone www.elksrec.com/p/ to achieving that goal.” about/golden-circleof-champions

HATS OFFTO STETSON.HATS OFF NFR REWIND 2022

Congratulations to Stetson Wright for winning the All-Around and Saddle Bronc World Titles.