Reno Rodeo Association

What Reno Rodeo Association does

The Reno Rodeo Association is a Nevada-incorporated non-profit organization founded in 1919 that operates the annual Reno Rodeo, a 10-day Professional Rodeo Cowboys Association (PRCA) sanctioned sporting event held each June at the Nevada State Fairgrounds in Reno. The rodeo offers the seven standard PRCA/WPRA events — bareback riding, saddle bronc, bull riding, steer wrestling, tie-down roping, team roping, and women's barrel racing — alongside supplementary programming including a kickoff concert, Xtreme Bull Riding, Mutton Bustin', the Special Kids' Rodeo, a parade, a cattle drive, and a traveling carnival. The event draws over 140,000 attendees annually, distributes more than $2 million in prize money (2027 edition), and generates an estimated $42 million in economic impact across the Reno/Sparks hospitality and retail economy, though the latter figure represents regional spillover rather than organizational revenue. The organization is volunteer-driven with a 1,000+ volunteer base supporting a small paid staff of 11–50 employees, and is affiliated with the Reno Rodeo Foundation (a 501(c)(3) incorporated in 1986) which administers scholarships, community grants, and literacy programs.

Revenue is generated through five primary streams: (1) event ticket sales across general admission, grandstand, arena floor, and box seats distributed online, at the Lawlor Events Center box office, and through authorized resellers; (2) corporate sponsorships covering theme-night naming rights, venue spaces (The Branding Room, Doc Bar Speakeasy, Coors Tent, Jack Daniel's Tent), and the Club 1919 sponsors-only venue; (3) merchandise sold via the Shopify-powered online store and on-site Silver Spurs Mercantile; (4) food and beverage concessions across branded tents, dining venues, and the VIP Doc Bar Speakeasy; and (5) the Rodeo State charitable license plate program administered through the Nevada DMV, with proceeds split equally between the Foundation and the Nevada State High School Rodeo Association. Customer segments include general public attendees, professional rodeo athletes, and corporate sponsors. Marketing relies on social media (Facebook, Instagram, X), national TV broadcast (The Cowboy Channel, CBS Sports, Fox Sports Net, ESPN family), radio (K-Bull 98.1 FM), email newsletters, and a YouTube channel ('Reno Rodeo 365'). The organization is privately held as a non-profit, has no parent company or subsidiaries, and has not raised any disclosed funding rounds.

Name

Reno Rodeo Association

Legal name

Reno Rodeo Association

Website

https://renorodeo.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

11–50 employees

Short description

The Reno Rodeo Association is a 1919-founded non-profit operating the annual PRCA-sanctioned Reno Rodeo, a 10-day June event in Reno, Nevada that draws 140,000+ attendees, awards $2M+ in prize money, and generates revenue from tickets, corporate sponsorships, merchandise, concessions, and a charitable license plate program.

Ownership category

akta.pro rank

Product category

Live Sports Entertainment

NAICS

Arts, Entertainment, and Recreation (71), Amusement Parks and Arcades (7131), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Amusement & Recreation Services (7900), Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Equestrian & Rodeo Facilities (MPAKAEAM)

akta.pro secondary industries

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG), Fairgrounds & Expo Parks (THAHAAAH)

Keywords

• Rodeo event management
• Prca sanctioned rodeos
• Western heritage events
• Live sports entertainment
• Rodeo ticket sales

Headquarters

HQ city

Reno

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Event Ticket Sales: The primary revenue stream comes from selling tickets to the annual 10-day Reno Rodeo event, including general admission, grandstand seating, arena floor tickets, and box seats. Tickets are sold online, at the Lawlor Events Center ticket office, and through authorized resellers.
2. Sponsorship and Vendor Fees: Corporate sponsors support the event with naming rights for theme nights (e.g., Coors Tent, Jack Daniel's Tent), venue spaces (The Branding Room, Doc Bar Speakeasy VIP lounge), and general sponsorship. Vendors pay fees to operate at the event.
3. Merchandise Sales: The Reno Rodeo operates an online store selling commemorative merchandise including belt buckles, jewelry, limited edition art prints, commemorative buckles, and apparel. Also sells license plates through Nevada DMV.
4. Concessions and Food/Beverage: Food and beverage concessions including the Coors Tent, Jack Daniel's Tent, The Branding Room dining venue, and various food vendors generate revenue during the event.
5. Charitable License Plate Program: The Rodeo State charitable license plate generates proceeds split equally between the Reno Rodeo Foundation and Nevada State High School Rodeo Association. Initial fee is $96 ($25 charitable), renewal is $30 ($20 charitable).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

The Reno Rodeo Association organizes and operates the annual Reno Rodeo, a 10-day PRCA-sanctioned rodeo event featuring professional rodeo competitions (bareback riding, bull riding, saddle bronc, team roping, steer wrestling, tie-down roping, and women's barrel racing), complemented by ticketed entertainment including kickoff concerts, the Xtreme Bull Riding event, a carnival, family activities, and a cattle drive parade. The Association also operates the Nevada State Fairgrounds venue, an online merchandise store, dining venues, and the Rodeo State charitable license plate program, with proceeds partially supporting the Reno Rodeo Foundation.

Product overview

The Reno Rodeo Association organizes the annual Reno Rodeo, a 10-day PRCA-sanctioned rodeo event dubbed the 'Wildest, Richest Rodeo in the West.' The organization's product portfolio centers on the main rodeo event featuring traditional rodeo competitions (bareback riding, team roping, saddle bronc, tie-down roping, steer wrestling, barrel racing, and bull riding), complemented by ticketed entertainment including kick-off concerts and the Xtreme Bull Riding event. Family-oriented offerings include Mutton Bustin', the Special Kids' Rodeo, carnival, and parade. The association operates the Nevada State Fairgrounds venue and supports the Reno Rodeo Foundation for community programs. Revenue streams include ticket sales, merchandise (online store featuring buckles, jewelry, art prints), food and beverage venues (The Branding Room, Doc Bar Speakeasy), vendor space (Silver Spurs Mercantile), and the Rodeo State charitable license plate program.

Differentiator

Problem solved

Functional benefit

Products and services

• Reno Rodeo Annual Event A 10-day PRCA-sanctioned professional rodeo competition featuring bareback riding, team roping, saddle bronc, tie-down roping, steer wrestling, women's barrel racing, and bull riding, attended by over 140,000 fans annually at the Nevada State Fairgrounds.
• Reno Rodeo Kick-Off Concert Annual country music concert event held prior to the rodeo with separately priced general admission ($45 advance) and box seat ($55 advance) tickets.
• Xtreme Bull Riding

Quantifiable outcome

• $42 million annual economic impact on Reno/Sparks area
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Reno Rodeo FoundationcoreStrategic or Co-development PartnerThe Reno Rodeo Foundation was incorporated in 1986 as a non-profit 501(c)(3) organization. It supports the Reno Rodeo through the annual Denim Drive for foster children, scholarships for Nevada high school graduates, community grants, the Reno Rodeo Reading Roundup literacy program, and capital improvement projects for children's causes.
• Professional Rodeo Cowboys Association (PRCA)coreStrategic or Co-development PartnerThe Reno Rodeo is a PRCA-sanctioned sporting event, making it part of the premier professional rodeo circuit. PRCA sanctions ensure compliance with competition standards and allow rodeo athletes to earn points toward national standings.
• Women's Professional Rodeo Association (WPRA)coreStrategic or Co-development PartnerThe Reno Rodeo hosts WPRA-sanctioned barrel racing events as part of the PRCA/WPRA rodeo program, recognizing the WPRA's Outstanding Rodeo Committee Partner Award in 2023.
• The Cowboy ChannelcoreChannel Partner/ Reseller/ DistributorThe Cowboy Channel provides national television broadcast of the Reno Rodeo, extending reach beyond the 140,000 in-person attendees to a nationwide audience of rodeo fans and sports enthusiasts.
• K-Bull 98.1 FMmajorGTM or Marketing PartnerRadio partner for the Reno Rodeo Kickoff Concert, promoting country music artists and rodeo events through on-air mentions, contests, and coordinated marketing campaigns.
• Nevada State FairgroundscoreStrategic or Co-development PartnerThe Nevada State Fairgrounds (formerly Reno-Sparks Livestock Events Center) serves as the permanent home venue for the Reno Rodeo, providing the main arena, rodeo arena, livestock facilities, and supporting infrastructure for the annual event.
• University of Nevada, RenominorGTM or Marketing PartnerUNR provides free parking at the Enterprise Rd. parking lot with shuttle service to the rodeo grounds during the 10-day event.
• Justin Cowboy Crisis FundminorGTM or Marketing PartnerThe Reno Rodeo has donated over $20,000 to the Justin Cowboy Crisis Fund, which supports injured rodeo cowboys. Donations are raised through events like the annual bowling tournament.
• Nevada State High School Rodeo Association (NSHSRA)majorGTM or Marketing PartnerCharitable proceeds from the Rodeo State license plate are shared equally between the Reno Rodeo Foundation and NSHSRA, supporting high school rodeo programs statewide.
• Nevada Museum of ArtminorStrategic or Co-development PartnerPartner for the Reno Rodeo 100 Years 100 Stories storytelling events, hosting live storytelling and multimedia presentations about rodeo history.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Days of '76 Rodeo: PRCA-sanctioned historic rodeo held annually in Deadwood, South Dakota. Comparable as a long-running (since 1924) Western-heritage rodeo with parade, concerts, and similar community-roots positioning.
• Fort Worth Stock Show & Rodeo: Long-running PRCA-sanctioned stock show and rodeo held at the Will Rogers Memorial Center. Comparable multi-week format, livestock heritage, and regional economic impact story.
• Pendleton Round-Up: Historic PRCA-sanctioned rodeo held annually in Pendleton, Oregon since 1910. Directly comparable Western-heritage rodeo event with similar volunteer-driven non-profit structure and regional economic impact profile.
• San Antonio Stock Show & Rodeo: Major Texas-based PRCA-sanctioned rodeo with significant prize money and concert programming. Comparable multi-week, multi-channel revenue architecture and family-friendly entertainment focus.
• Cheyenne Frontier Days: The largest outdoor PRCA rodeo, held annually in Cheyenne, Wyoming since 1897. Directly comparable to Reno Rodeo as a top-tier PRCA-sanctioned summer event competing for elite athletes, sponsorship dollars, and broadcast distribution.
• National Finals Rodeo (NFR): The PRCA championship event that crowns the national season leaders. Comparable as a top-tier PRCA-sanctioned rodeo with the highest purses, broadcast on The Cowboy Channel, and competing for the same athlete and sponsor pool.
• National Western Stock Show: Annual livestock show and PRCA rodeo held in Denver since 1906. Comparable multi-week event with rodeo competition, livestock exhibition, and family entertainment components.
• Houston Livestock Show and Rodeo: Massive PRCA-sanctioned rodeo and concert series held annually in Houston, Texas. Comparable in scale, multi-day format, concert component, and top-tier purse — and one of the events ahead of Reno on the PRCA prize-money rankings.
• Pikes Peak or Bust Rodeo: PRCA-sanctioned rodeo held annually in Colorado Springs. Comparable regional Western-heritage rodeo competing for athletes and sponsors in the same circuit as Reno Rodeo.

Broad incumbents

• Calgary Stampede: The world's largest outdoor rodeo and Western festival, held annually in Calgary, Alberta. Comparable in scope, prize money, broadcast, and economic impact, but operates at a substantially larger scale than Reno Rodeo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Renorodeo
• YouTubeyoutube.com/@renorodeo1919
• Facebookfacebook.com/RenoRodeo
• Instagraminstagram.com/renorodeo
• LinkedInlinkedin.com/company/reno-rodeo-association

Revenue estimate

Valuation estimate

Number of profiles

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 Reno Rodeo Association