Top Tips for Setting Up A Successful Stock Show

by Macey Mueller

Livestock shows are about much more than competition and premiums; they provide excellent opportunities to build character in our youth and to promote animal agriculture in our communities. But establishing and managing a show takes time, effort and a wellorganized checklist. Two experienced show managers offer their advice for creating an event and coordinating the logistics.

Erin Dorsey Erin Dorsey recently joined the Red Angus Association of America in February as the new show specialist and is responsible for planning Red Angus regional and national shows.

With more than 25 years of experience managing livestock exhibition events, she said launching a new show starts with a strong team dedicated to making it a positive experience for exhibitors and their families.

“Whether it’s a local jackpot or a national exhibition, we shouldn’t make it all about the competition all the time,” she said. “A good show really needs to be centered around the youth to provide an environment that encourages their passion for livestock.”

When it comes to establishing the show structure and rulebook, Dorsey said there is no need to recreate the wheel. Instead, she suggests looking for an existing event with the same size and scope you’re trying to achieve and then

build on it or make adjustments to fit your budget.

“Getting a show off the ground can be daunting enough, so there’s no need to start from scratch when you can look at other shows and reach out to peers within the industry for advice,” she said. “Find a comparable show and use it as a model for what you’d like yours to be and then make specific considerations based on the budget you’re working with.”

Speaking of budgets, sponsors play a critical role in the success of a show. Facility rental, insurance, judges, supplies and premiums can add up and are not usually covered by entry fees alone. Dorsey encourages organizers to get creative in considering potential donors.

“A lot of people out there are willing to sponsor youth events,” she said. “Think about those business owners who may not be directly related to agriculture, but who may have grown up on a farm or participated in 4-H or FFA as a youth member. They are often the most eager to be part of your event.

“Other revenue streams – like renting retail vendor booths or selling bedding, other supplies and concessions – can also help offset event expenses but may require extra volunteers to coordinate.”

Kass Newell

Kass Newell is no stranger to the livestock show industry. She grew up showing cattle and goats across the nation, and now as the Oklahoma Youth Expo executive vice president, she manages the world’s largest junior livestock show each March, with more than 7,000 4-H and FFA members exhibiting more than 13,000 head of livestock.

“I dreamed of working for OYE since the sixth grade,” she said. “Livestock shows give exhibitors the opportunity to showcase their animals in front of thousands of people and can be great marketing tools for both breeders and buyers, but they are especially valuable at equipping youth with real world skills like work ethic, responsibility,

communication, networking and time management that extend far beyond the showring.”

When the 2021 National Western Stock Show was canceled due to COVID-19 restrictions, Newell and Dorsey both worked with the OYE staff to establish the Cattlemen’s Congress, a premier event for cattle breeders across North America to exhibit elite genetics.

In just a few short months, the team collaborated with numerous breed associations to host a recordbreaking exhibition that included open and junior breeding cattle shows, pen cattle shows, a junior market steer show, prospect and heifer shows, national cattle sales and an industry-leading tradeshow. Nearly 2,800 exhibitors from 41 states and Canada exhibited 9,627 head of cattle that first year, and that number continued to grow in 2022.

“Given the short amount of time we had to plan the event, we felt the initial Cattlemen’s Congress was a great success, but just like any of the shows we work on, we considered feedback from exhibitors and looked for ways to improve,” Newell said. “As soon as we wrap up a show, we begin planning for the next year and try to get rule changes or major show modifications out as quickly as possible.”

While planning and securing sponsorships are extremely important to a successful event, Newell said when it comes to show day, a good facility and a solid volunteer base are key to making it a great experience for exhibitors.

“None of this would be possible without all of the extra help we have during the show,” she said. “Finding those individuals who really care about the youth, the livestock and the overall experience is going to help make your event better year after year.”

Establishing a Stock Show Checklist

Form a Committee

❏ Include individuals with different skill sets to ensure all tasks are covered.

Determine Location and Venue

❏ Consider space and appropriate facilities for showing, stalling and washing animals.

❏ Sign a contract.

❏ Purchase liability insurance.

Set Rules and Show Type

❏ Determine types of animals (prospect, market, breeding, etc.) and who is allowed to show (juniors, open, etc.).

❏ Identify a similar existing show and use rulebook as a model.

Secure Sponsorships and Set a Budget

❏ Consider asking other vendors (retail, food trucks, etc.) to participate to defray venue expenses.

❏ Think outside the box for potential donors.

Hire Judges and Photographer

❏ Depending on the show size, consider forming a judge committee to remain impartial.

Promote Event

❏ Be consistent with branding – event name, colors, logo, etc. – to build awareness.

❏ Use social media, extension databases, agriculture publications, state livestock associations, etc. to help spread the word.

Prepare for Show Day

❏ Create a master plan for the day.

❏ Determine a show order.

❏ Set up stalls and tie outs.

❏ Post accident liability signs.

Show Day

Place Volunteers

❏ Include greeters at the gate to direct traffic, someone to help weigh at the scales, office staff to process registrations, individuals to line up classes, a clerk in the showring to record class placings, ringmen to keep animals moving and the ring clean and someone to hand out premiums or prizes (if applicable).

Make Registration Smooth

❏ Decide whether entry fees are due in advance or the day of and whether registration is done using paper forms or electronically. Show management software can make this process easy, but adds an expense to the budget.

Develop System for Record Keeping

❏ Consider using free spreadsheet software like Excel, Google Sheets, etc. or a show management program.

After the Show

Pay Premiums

❏ If premiums aren’t paid on show day, pay scales will need to be determined and checks will need to be mailed out.

Send Thank You Notes

❏ This important step can help ensure future donations.

Review Event with Committee and/or Ask for Exhibitor Feedback

❏ Plan to meet soon after the show while concerns and ideas are still fresh on the mind.

❏ Consider gathering email addresses to send a quick survey after the show.

Begin Planning for Next Year.

❏ Post rule changes or major show modifications as early as possible.