Houston Livestock Show And Rodeo

Name

Houston Livestock Show And Rodeo

Legal name

Houston Livestock Show and Rodeo

Website

https://rodeohouston.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Live Entertainment and Rodeo Events

NAICS

Amusement and Theme Parks (71311), Horses and Other Equine Production (112920)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Equestrian & Rodeo Facilities (MPAKAEAM)

akta.pro secondary industries

Livestock Showing, Training & Performance Support Services (Non-veterinary) (AFAEALAM), Sport/Show Horse Training & Performance Programs (AFAEAGAF), Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH)

Keywords

• Livestock exhibitions
• Rodeo competitions
• Agricultural education
• Youth scholarships
• Entertainment events

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Ticket Sales: Revenue from rodeo/concert tickets, grounds tickets, season tickets, and carnival tickets. Ticket categories range from $35-$429 for stadium seating, with premium options like Chute Seats at $429 and Dirt Deck experiences starting at $20,000.
2. Corporate Sponsorships: Sponsorship revenue from heritage sponsors including Reliant, Ford, Miller Lite, Coca-Cola, and Mattress Firm, as well as event-specific sponsors for various attractions and venues.
3. Carnival Operations: Carnival presented by Ray Cammack Shows (RCS) with revenue from ride tickets ($1.25 each), fast passes ($30), food cards, and midway attractions featuring 80 rides, 56 games, and 40 food stands.
4. Food and Beverage: Concession and dining revenue from over 300 vendors, including the new 1932 Cattleman's Club steakhouse developed by Fertitta Entertainment, Champion Wine Garden presented by Frost, and various food stands.
5. Merchandise Sales: Official rodeo merchandise including apparel, accessories, jewelry, hats, and collectibles sold through official merchandise booths and online store.
6. Junior Market Auctions: Auction sales of junior market animals (steers, lambs, goats, barrows, turkeys, broilers) and school art, generating record-breaking sales totaling $35,217,099 in 2026.
7. Membership Dues: Annual memberships at $50 and Life memberships at $500, providing access to Corral Clubs and other member benefits.
8. Parking and Transportation: Revenue from parking lots at $25 per day, plus shuttle services from satellite lots.
9. Educational Program Grants: Grants awarded to 501(c)(3) charities and educational institutions, funded through donations and fundraising.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

The Houston Livestock Show and Rodeo operates an annual multi-venue livestock exhibition and rodeo event at NRG Park in Houston, Texas. Its flagship offering is RODEOHOUSTON, a 20-day PRCA NFR money rodeo competition with $2,533,500 total payout, complemented by nightly Star Stage concerts, a livestock and horse show, carnival midway, dining venues, and a World's Championship Bar-B-Que Contest. The organization also funds and administers educational scholarships and grants to Texas youth, having committed over $660 million since 1932.

Product overview

The Houston Livestock Show and Rodeo is an annual livestock exhibition and entertainment event held at NRG Park in Houston, Texas, founded in 1932. Its product portfolio is organized as a multi-venue, multi-attraction event platform. The centerpiece is RODEOHOUSTON, a 20-day PRCA-sanctioned Super Series rodeo competition in NRG Stadium (total payout $2,533,500) with nightly star entertainer concerts on the Star Stage. Surrounding this are the NRG Park grounds housing the Carnival Midway (operated by Ray Cammack Shows with ~80 rides, 56 games), the newly launched 1932 Cattleman's Club steakhouse (developed by Fertitta Entertainment), the Champion Wine Garden (featuring 75+ award-winning wines), AGVENTURE agricultural education exhibit, Drone Show, Gold Buckle Foodie Awards, and the World's Championship Bar-B-Que Contest. Educational products include a $660M+ scholarships and grants program with 800+ annual scholarships, livestock and horse shows (world's largest livestock exhibition with 38,600+ entries), and School Art Program. Ticket products span Grounds Tickets, Rodeo/Concert Tickets, Season Tickets, Suites, and Premium Seating (Chute Seats, Dirt Deck). Membership products include Annual ($50) and Life ($500) memberships with Corral Club access. The recently announced Highway 288 complex (1 million sq ft, year-round) represents the largest expansion in the organization's history. The event attracted 2.7 million attendees in 2025 with $597 million total economic activity and $326 million direct regional impact.

Differentiator

Problem solved

Functional benefit

Products and services

• RODEOHOUSTON Super Series Rodeo Competition A 20-day PRCA NFR money rodeo competition held at NRG Stadium featuring eight events (bareback riding, bull riding, saddle bronc riding, steer wrestling, tie-down roping, team roping, women's barrel racing, and breakaway roping). Total payout is $2,533,500, with each champion awarded $65,000 plus a custom saddle and belt buckle. Followed nightly by a star entertainer concert on the Star Stage. Open to rodeo athletes and general public ticket purchasers.
• Carnival Midway (Presented by First Community / Ray Cammack Shows) Carnival midway operated by Ray Cammack Shows featuring approximately 80 rides, 56 games, and 40 food stands. Includes The Junction kids' area and a Fast Pass upgrade ($30) to skip ride lines. Tickets sold at $1.25 each, with most rides requiring 3-8 tickets. Open to families and general public.
• 1932 Cattleman's Club A Western-inspired, full-service steakhouse dining destination at NRG Park developed in partnership with Fertitta Entertainment. Honors the year the Houston Livestock Show and Rodeo began (1932) and pays tribute to the pioneers who built the event. Open to rodeo patrons, premium ticketholders, and the general public.
• Champion Wine Garden (Presented by Frost) An outdoor wine garden oasis at Carruth Plaza offering more than 75 award-winning wines curated from the Rodeo Uncorked International Wine Competition. Features live entertainment from rising Texas stars, seminar programs, and tent/table reservations for private events. Open to general public and private event bookers.
• Livestock and Horse Shows The world's largest livestock exhibition organized into Junior Show, Open Show, and Youth Show categories with more than 30,000 exhibitor entries and 38,600 livestock and horse show entries in 2026. Includes junior market auctions (steers, barrows, lambs, goats, poultry, turkeys), horse show competitions (AQHA, Paint Horse, All Breed Youth), judging contests, and the School Art Program. Serves 4-H, FFA, and independent exhibitors.
• World's Championship Bar-B-Que Contest (WCBBQ) An annual three-day barbecue competition and festival held at NRG Park, typically in late February, preceding the main Rodeo. Includes cook-off teams, live music, carnival rides, and a complimentary sliced beef sandwich plate with ticket. Presented by Cotton Holdings. Open to cook-off teams, the public, and sponsors.
• Annual and Life Membership Program Annual Membership ($50/year) and Life Membership ($500 one-time) programs offering access to Corral Club venues, official Rodeo car decal, quarterly Bowlegged H Magazine subscription, and volunteer opportunity access. Life Membership grants admission to livestock and horse shows, exhibits, carnival, and WCBBQ. Open to individuals and families supporting the organization.
• Scholarships and Educational Grants Program A multi-pronged educational commitment program awarding more than 800 scholarships annually to Texas students, valued at over $660 million since 1932. Includes Houston Area Scholars (350 awards of $20,000 each), Texas 4-H scholarships, Texas FFA scholarships, Achievement and Vocational scholarships, Hildebrand Rural Scholars Program, Educational Program Grants to 82+ Texas organizations, Graduate Assistantships at 11 Texas universities, and Junior Show Exhibitor premiums. Serves Texas students, 4-H and FFA members, and accredited educational institutions.
• Rodeo Uncorked! International Wine Competition An annual international wine competition and wine-themed programming series run by the Rodeo, culminating in the Champion Wine Auction & Dinner and the Roundup & Best Bites Competition. Produces the award-winning wines featured in the Champion Wine Garden. Open to wineries, vintners, wine enthusiasts, and event sponsors.
• AGVENTURE (Presented by Oxy) An interactive agricultural education exhibit located in Hall A of NRG Center, teaching children and adults about agriculture through hands-on displays and activities. Presented by Oxy. Free with grounds admission. Open to families, school groups, and general public.

Quantifiable outcome

• 2.7 million visitors attended the 2025 event
• +5 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Fertitta EntertainmentcoreStrategic or Co-development Partner · 2 March 2026Developed and operates the 1932 Cattleman's Club, a Western-inspired full-service steakhouse debuting in 2026. Honors the year the Houston Livestock Show and Rodeo began and pays tribute to pioneers who built the greatest show on dirt.
• OxyminorStrategic or Co-development PartnerPresents AGVENTURE exhibit and Born to Buck exhibit in Hall A of NRG Center, educating visitors about agriculture and bucking horse/bull genetics.
• FrostminorStrategic or Co-development PartnerPresents the Champion Wine Garden, an oasis offering atmosphere, entertainment, and 75+ award-winning wines in Carruth Plaza at NRG Park.
• ReliantminorStrategic or Co-development PartnerHeritage sponsor powering the drone light show at RODEOHOUSTON.
• FordminorStrategic or Co-development PartnerHeritage sponsor of the Houston Livestock Show and Rodeo.
• Miller LiteminorStrategic or Co-development PartnerHeritage sponsor of the Houston Livestock Show and Rodeo.
• Coca-ColaminorStrategic or Co-development PartnerHeritage sponsor of the Houston Livestock Show and Rodeo.
• Mattress FirmminorStrategic or Co-development PartnerHeritage sponsor of the Houston Livestock Show and Rodeo.
• First Community Credit UnionminorStrategic or Co-development PartnerPresents the Carnival featuring 80 rides, 56 games, and 40 food stands.
• Cotton HoldingsminorStrategic or Co-development PartnerPresents the World's Championship Bar-B-Que Contest.
• CheniereminorStrategic or Co-development PartnerPresents Chute Seats at RODEOHOUSTON with rodeo and concert seating, dinner and open bar in Champions Club.
• Texas MutualminorStrategic or Co-development PartnerPresents Champions Club providing elevated drinks and dedicated chef for premium seating guests.
• Ray Cammack Shows (RCS)coreStrategic or Co-development PartnerCarnival operator managing midway with 80 rides, 56 games, and 40 food stands, including half-price carnival packs and food cards.
• Space City Home NetworkminorChannel Partner/ Reseller/ DistributorBroadcast partner for RODEOHOUSTON coverage across 20 nights.
• The Cowboy ChannelminorChannel Partner/ Reseller/ DistributorBroadcast partner for RODEOHOUSTON rodeo coverage.
• Telemundo TexasminorChannel Partner/ Reseller/ DistributorSpanish-language broadcast partner for RODEOHOUSTON and livestream partner.
• DeepwaterminorStrategic or Co-development PartnerSponsor of Calf Scramble program where students catch calves and receive $1,750 certificates.
• H-E-BminorStrategic or Co-development PartnerSponsor of Mutton Bustin' event.

Scale indicators14 records

Recent moves6 records

Direct peers

• Calgary Stampede: The Calgary Stampede is a 10-day annual rodeo, exhibition, and festival often billed as the world's largest outdoor rodeo, sharing the combined livestock exhibition, PRCA-equivalent rodeo competition, concert series, and Western heritage programming model that defines Houston.
• Reno Rodeo: Reno Rodeo is a nonprofit PRCA-sanctioned rodeo with similar Xtreme Bulls and team roping events, cattle drive traditions, and community volunteer structure, providing a like-for-like benchmark on smaller-scale rodeo operations.
• Fort Worth Stock Show & Rodeo: The Fort Worth Stock Show & Rodeo is a 23-day annual livestock show and rodeo held in Fort Worth, Texas, directly comparable to Houston in scale, format, and audience, with similar livestock exhibitions, PRCA rodeo events, and Texas youth educational programming.
• Cheyenne Frontier Days: Cheyenne Frontier Days is a long-running outdoor PRCA rodeo and Western heritage festival with comparable rodeo competition, livestock components, and volunteer-driven nonprofit structure, though at a smaller scale than Houston.
• National Western Stock Show: The National Western Stock Show in Denver is one of the largest livestock exhibitions and rodeos in the U.S., offering a 16-day event with livestock shows, PRCA rodeo, and horse shows directly comparable to Houston's livestock and rodeo programming.
• San Antonio Stock Show & Rodeo: San Antonio Stock Show & Rodeo is another major Texas-based livestock exhibition and PRCA rodeo with a similar nonprofit structure, educational scholarship mission, and livestock auction format, competing for the same Texas exhibitor and sponsor base.
• North American International Livestock Exposition: NAILE in Louisville is one of the largest livestock expositions in the U.S., with comparable livestock and horse show formats, junior market auctions, and purebred cattle sales, serving a similar exhibitor and breeder audience.

Broad incumbents

• PBR (Professional Bull Riders): PBR operates a national touring bull-riding series with Finals event and broader media rights. It is a broader incumbent in the professional rodeo-adjacent sport category that competes for rodeo athletes, sponsors, and consumer attention during the same Texas-centric Western sports window.
• National Finals Rodeo: The National Finals Rodeo is the PRCA's championship event and the premier rodeo property in the sport. It is broader in scope as the season-ending governing event that Houston's Super Series feeds into, but it competes for the same professional rodeo athlete and sponsor ecosystem.

Regional players

• State Fair of Texas: The State Fair of Texas at Fair Park in Dallas is a major Texas regional fair with livestock exhibitions, concerts, and carnival operations. It overlaps on livestock show and entertainment programming but is structured as a 24-day state fair rather than a rodeo-anchored event.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rodeohouston
• YouTubeyoutube.com/user/rodeohouston
• Facebookfacebook.com/RODEOHOUSTON
• LinkedInlinkedin.com/company/houston-livestock-show-and-rodeo
• Instagraminstagram.com/rodeohouston
• TikToktiktok.com/@rodeohouston

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Houston Livestock Show And Rodeo