California Rodeo Inc

What California Rodeo Inc does

California Rodeo, Inc. is a 501(c)(4) nonprofit organization founded in 1911 that operates the California Rodeo Salinas ("Big Week"), a PRCA-sanctioned professional rodeo recognized as the largest in California and one of the top 20 in the United States out of more than 600 professional rodeos. The organization also operates the adjacent 80-acre Salinas Sports Complex in Sherwood Park under a 50-year lease with the City of Salinas, with infrastructure including a 16,500+ seat arena, Rabobank Stadium with NCAA-grade synthetic turf, a 400ft x 160ft equestrian arena with 16 bucking chutes and 600+ horse stalls, the Exhibition Mall banquet hall (capacity 600), and the Rodeo Room (capacity 200).

The business spans event production, year-round venue management, and community programming. Revenue is generated through a diversified mix: consumer ticket sales for the four-day rodeo, bull riding (Xtreme Bulls), concerts, carnival, and monster truck events; tiered corporate sponsorships ranging from $5,000 to $29,000+ across Sponsor, Major, Champion, Gold Champion, and Grand Champion levels; the Los Amigos del Rodeo membership at $2,000 per year capped at 80 members; vendor booth rentals ($750-$1,500); facility rentals for banquets, equestrian events, concerts, and sporting events; commemorative merchandise; and donations. Operations are lean, supported by approximately 15 paid staff and 1,400+ volunteers across 52 active directors and 70+ committees, with community donations exceeding $854,000 in 2025 and total Monterey County economic impact reported above $21 million.

The organization's go-to-market combines direct ticket sales via carodeo.com and a phone ticket office, field-driven corporate sponsorship sales by a dedicated Sponsorship Manager, and a multi-channel marketing presence across Facebook, Instagram, Twitter, YouTube, and the Saddle Up Salinas podcast, supported by email marketing through MailChimp. Marketing technology is provided by standard SaaS vendors including Saffire (ticketing and event management), MailChimp (email), Metricool (analytics), and Mag One Media (podcast production); no proprietary technology, AI/ML capabilities, or external funding is involved. Named enterprise customers include Taylor Farms, Tanimura & Antle, Rabobank, Wrangler, Coors, Crown Royal, Jack in the Box, Kaiser Permanente, Chick-fil-A, KSBW, American AgCredit, RDO Equipment, and Granite Construction, while non-profit partners include the Community Foundation for Monterey County, Public Recreation Unlimited, and the Professional Rodeo Cowboys Association as governing body.

Name

California Rodeo Inc

Legal name

California Rodeo, Inc.

Website

https://carodeo.com

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

1–10 employees

Short description

California Rodeo, Inc. is a 501(c)(4) nonprofit founded in 1911 that produces the California Rodeo Salinas PRCA rodeo and operates the 80-acre Salinas Sports Complex, serving rodeo fans, corporate sponsors, and Monterey County community organizations through events, venue rentals, and charitable giving.

Ownership category

akta.pro rank

Product category

Live Event Entertainment

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Amusement and Theme Parks (71311), Arts, Entertainment, and Recreation (71)

SIC

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

akta.pro primary industry

Equestrian & Rodeo Facilities (MPAKAEAM)

akta.pro secondary industries

Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI), Fairgrounds & Expo Parks (THAHAAAH), Local Community & Multi-Category Fairs (MPAGAFAO)

Keywords

• Professional rodeo events
• Venue rental services
• Corporate sponsorship programs
• Western entertainment events
• Community event management

Headquarters

HQ city

Salinas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from rodeo event tickets, bull riding tickets, concert tickets, carnival passes, and general admission. Season ticket and box seat programs available with waiting lists.
2. Corporate Sponsorships: Tiered sponsorship packages from $5,000 (Sponsor level) to $29,000 (Grand Champion) with VIP tickets, signage, parking, and naming rights. Year-round signage opportunities at $1,500-$2,000.
3. Vendor Booth Fees: Merchandise booth spaces at 10x10 for $750 or 10x20 for $1,500. Food vendor fees determined upon approval.
4. Los Amigos del Rodeo Membership: $2,000 annual membership with 80 limited spots, includes VIP lounge passes, daily box seats, parking passes, Friday after party, and annual member dinner.
5. Facility Rentals: Banquet hall rentals (Exhibition Mall up to 600 capacity, Rodeo Room up to 200), arena complex, Rabobank Stadium, and outdoor spaces for concerts, festivals, equestrian events, and sporting events.
6. Merchandise Sales: Commemorative posters ($20), bumper stickers ($2), and official rodeo souvenirs through the online store.
7. Donations: The rodeo accepts donations for various causes and the Patriot Program. Community donations exceeded $854,000 in 2025.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

California Rodeo, Inc. operates the California Rodeo Salinas (Big Week) and the year-round Salinas Sports Complex, a 501(c)(4) nonprofit organization. The company produces and hosts PRCA-sanctioned professional rodeo competitions, bull riding events, concerts, monster truck shows, cultural celebrations, and community events, while also renting its 80-acre multipurpose facility (arena, stadium, banquet halls) and selling tiered corporate sponsorship packages.

Product overview

California Rodeo Salinas operates as a unified event and venue management organization with its core product being the annual California Rodeo Salinas (Big Week) rodeo event held every July at the Salinas Sports Complex. The organization manages the Salinas Sports Complex as a year-round multi-use venue offering arena rentals, equestrian facilities, Rabobank Stadium, and banquet halls. Supporting products include Big Week Bull Riding, Monster Truck Throwdown, Kick Off Concerts, carnival, merchandise, and membership programs like Los Amigos del Rodeo. Newer offerings include the Saddle Up Salinas podcast (2024), Fiestas del Rodeo cultural celebration (2024), Junior Rodeo (2024), Sweetheart Soiree (2023), and Country Christmas (2024). The organization also offers tiered sponsorship packages ranging from $5,000 to $29,000+ for corporate partners.

Differentiator

Problem solved

Functional benefit

Products and services

• California Rodeo Salinas (Big Week)
• Salinas Sports Complex Venue Rental
• Big Week Bull Riding (Xtreme Bulls)
• Big Week Kick Off Concert
• Monster Truck Throwdown
• Los Amigos del Rodeo (LADR) Membership
• Corporate Sponsorship Packages
• Carnival
• Miss California Rodeo Salinas Pageant
• Fiestas del Rodeo
• Country Christmas
• Junior Rodeo
• Sweetheart Soiree Cowgirl Luncheon

Quantifiable outcome

• Over $854,000 donated to local organizations in 2025
• +4 more outcomes

Named customers17 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered partner hotel, naming rights partner, grand champion sponsor, media partner, broadcast partner, award partner, governing body partner, nonprofit partner and scholarship partner.

• Holiday Inn Express Salinaspartner hotelGTM or Marketing PartnerOfficial partner hotel of Salinas Sports Complex, located approximately 2 miles from the venue. Provides comfortable accommodations with free high-speed WiFi, indoor pool, and meeting facilities. Serves as sponsor of the complex with easy access to Old Town Salinas, Monterey, and Pebble Beach.
• Rabobanknaming rights partnerGTM or Marketing PartnerRabobank holds naming rights for Rabobank Stadium, the premier youth sporting facility in Monterey County with over 125 event dates annually. Rabobank Stadium Donor Opportunities allow for brand exposure and charitable donations to Public Recreation Unlimited.
• Taylor Farmsgrand champion sponsorGTM or Marketing PartnerMajor agricultural sponsor of California Rodeo Salinas. Taylor Farms Pedestrian Bridge was completed at the complex as part of their sponsorship contribution to the facility.
• Mag One Mediamedia partnerTechnology or IntegrationProduction partner for Saddle Up Salinas podcast. Provides top-notch studio and production services for the rodeo's podcast content featuring conversations with Western industry guests.
• The Cowboy Channelbroadcast partnerGTM or Marketing PartnerTelevision broadcast partner for California Rodeo Salinas. The rodeo is televised on The Cowboy Channel and Cowboy Channel+ app, reaching thousands of viewers nationally.
• AGCO Corporation (Massey Ferguson)award partnerGTM or Marketing PartnerAwarded California Rodeo Salinas the 2024 Sowing Good Deeds award, presenting a new Massey Ferguson 4700 Series tractor. Recognizes rodeo committees for commitment to community involvement and agricultural heritage.
• Professional Rodeo Cowboys Association (PRCA)governing body partnerStrategic or Co-development PartnerPRCA is the governing body for professional rodeo. California Rodeo Salinas is the largest PRCA rodeo in California and top 20 in the United States. The rodeo hosts PRCA-sanctioned events and participates in the Xtreme Bulls Tour.
• Public Recreation Unlimitednonprofit partnerStrategic or Co-development Partner501(c)(3) charitable nonprofit that has raised millions for projects in Sherwood Park including the Salinas Sports Complex renovation. Currently raising $8+ million for Rabobank Stadium to benefit youth in Salinas Valley.
• Community Foundation for Monterey Countyscholarship partnerStrategic or Co-development PartnerPartners with California Rodeo Salinas for scholarship programs. Students may apply for rodeo scholarships through the Community Foundation for Monterey County.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Reno Rodeo: A top-20 PRCA-sanctioned professional rodeo held annually in Reno, NV, with a similar regional scale, volunteer-driven nonprofit model, Xtreme Bulls Tour stops, and community-driven sponsorship ecosystem as California Rodeo Salinas.
• Houston Livestock Show and Rodeo: The largest PRCA-sanctioned rodeo in the world, operating annually at NRG Stadium in Houston, TX. Directly comparable as a top-tier professional rodeo event with similar structure (PRCA competitions, concerts, carnival, livestock show, youth education programs) and nonprofit governance model.
• Cheyenne Frontier Days: One of the largest outdoor rodeo and Western events in the US, held annually in Cheyenne, WY. Comparable as a multi-day PRCA rodeo with concert series, carnival, volunteer-driven operations, and 100+ year heritage similar to California Rodeo Salinas.
• Greeley Stampede: A top-20 PRCA professional rodeo and concert series held annually in Greeley, CO. Comparable in scale, format (PRCA events, concert series, carnival), and nonprofit community-driven model.
• National Finals Rodeo: The PRCA's season-ending championship event rotating between Las Vegas and other venues. Comparable as a top-tier professional rodeo competition that crowns season champions; California Rodeo Salinas is one of the qualifying regular-season rodeos that feeds into this event.
• Pendleton Round-Up: A historic PRCA rodeo held annually in Pendleton, OR, with 100+ year heritage, community ownership, and similar nonprofit/volunteer operating model. Comparable in scale and Western-heritage positioning to California Rodeo Salinas.
• National Western Stock Show: A 16-day livestock show and rodeo held annually in Denver, CO, with PRCA rodeo events, livestock exhibitions, and educational programming. Comparable in scale and multi-event format to California Rodeo Salinas's Big Week offering.
• Fort Worth Stock Show and Rodeo: One of the oldest continuously running livestock exhibitions and rodeos in the US, held at the Will Rogers Memorial Center in Fort Worth, TX. Directly comparable in scale, multi-week format, PRCA-sanctioned events, livestock exhibitions, and nonprofit educational mission.

Broad incumbents

• AEG Presents: One of the largest live entertainment promoters and venue operators in the world. Relevant as a broader incumbent in the live events/concert venue space; California Rodeo Salinas competes for entertainment bookings and festival audiences in the Monterey Bay region.

Others

• Professional Rodeo Cowboys Association (PRCA): The national governing body and sanctioning organization for professional rodeo in the US. California Rodeo Salinas is one of PRCA's largest sanctioned events, and PRCA rules, rankings, and tour structure directly shape the company's competitive and operational framework.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CaliforniaRodeo
• Facebookfacebook.com/CARodeoSalinas
• Instagraminstagram.com/carodeosalinas
• LinkedInlinkedin.com/company/california-rodeo-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 California Rodeo Inc