Amarillo Tri-State Exposition

What Amarillo Tri-State Exposition does

The Amarillo Tri-State Exposition is a 501(c)(3) nonprofit organization founded in 1923 and headquartered at the Tri-State Fairgrounds, 3301 SE 10th Ave., Amarillo, Texas. It operates the annual nine-day Tri-State Fair & Rodeo each September, which combines PRCA-sanctioned professional rodeo, AQHA-sanctioned equine events, livestock shows, youth contests, creative arts competitions, and family entertainment. Beyond the flagship event, the organization runs the Tri-State Fairgrounds as a year-round multi-venue facility hosting 85+ rental events, including equine competitions, livestock shows, community fundraisers, private rentals, car shows, and BBQ cook-offs, supported by the Amarillo National Center (10,000-seat capacity), the Bill Cody Equestrian Center (235 stalls), and the Rex Baxter Building (44,000 sq ft, 2,188-seat banquet hall).

Revenue is generated through five primary streams: event ticket sales (direct via tristatefair.com), facility and venue rentals (B2B), vendor and concession fees, a multi-tiered corporate sponsorship program (Title, Exclusive, Primary, Friends, Media), and tax-deductible donations including scholarship fundraising. The organization reports a $32 million annual economic impact for the Amarillo area, over $1.5 million in cumulative scholarship commitments since 2004, and a volunteer base of 300+.

The customer base spans Texas Panhandle youth in 4-H and FFA programs (3,000+ annual participants), the regional agricultural community of farmers, ranchers, and livestock producers, general public families seeking entertainment, corporate sponsors across agriculture, banking, energy, retail, and media, and event organizers renting the fairgrounds year-round. Distribution is direct-to-consumer via the official website and physical venue, with secondary B2B distribution through facility rentals and sponsorship activations. The organization markets through Facebook, Instagram, email/SMS, and local/regional media partnerships (Amarillo Globe News, KAMR-TV, KFDA-TV, KGNC Radio, KVII-TV).

Name

Amarillo Tri-State Exposition

Legal name

Amarillo Tri-State Exposition

Website

https://tristatefair.com

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

1–10 employees

Short description

The Amarillo Tri-State Exposition is a 501(c)(3) nonprofit that operates the annual Tri-State Fair & Rodeo and year-round facility rentals at the Tri-State Fairgrounds in Amarillo, Texas, serving youth, the regional agricultural community, families, and corporate sponsors.

Ownership category

akta.pro rank

Product category

Fair and Event Venue Operations

NAICS

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

Fairgrounds & Expo Parks (THAHAAAH)

akta.pro secondary industries

Local Community & Multi-Category Fairs (MPAGAFAO), Equestrian & Rodeo Facilities (MPAKAEAM)

Keywords

• Fair and rodeo events
• Livestock exhibitions
• Equestrian competitions
• Venue rental services
• Agricultural education programs

Headquarters

HQ city

Amarillo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Event Ticket Sales: Revenue from ticket sales for the annual Tri-State Fair & Rodeo and other hosted events (e.g., PBR Bull Riding, Western Legacy Awards Gala, Scholarship Scramble Golf Tournament). Tickets sold online via the organization's website and at the gate.
2. Facility & Venue Rentals: The Fairgrounds hosts 85+ rental events per year across multiple venues (Amarillo National Center, Bill Cody Equestrian Center, Rex Baxter Building, banquet halls, livestock centers, arenas). Revenue generated from renting spaces for equine competitions, livestock shows, community fundraisers, private rentals, car shows, BBQ cook-offs, and other events.
3. Vendor & Concession Fees: Indoor vendors, outdoor vendors, and rodeo vendors pay fees to operate at the fair and events. Concessionaires pay for food and beverage placement.
4. Corporate Sponsorships: Multi-tiered sponsorship program including Title Sponsor (Texas Farm Bureau Insurance Companies), Exclusive RV Sponsor (Ron Hoover RV), Primary Partners, Friends of the Fair, Media Partners, Calf Scramble sponsors, and Exceptional Rodeo sponsors. Sponsors provide financial support in exchange for brand visibility at the fair and events.
5. Donations & Fundraising: As a 501(c)(3) nonprofit, the Exposition accepts tax-deductible donations for General Operating Expenses, Facility Upgrades, Exhibit Displays, and Scholarship Fund. The Exposition matches scholarship donations up to $25,000 annually. Major donor programs include the Western Legacy Awards Gala which raises funds for scholarships.
6. Merchandise & Other On-Site Sales: Revenue from on-site merchandise, food and beverage concessions (managed by vendors), and other incidental sales during events.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

The Amarillo Tri-State Exposition produces the annual nine-day Tri-State Fair & Rodeo each September, featuring rodeo events, livestock shows, creative arts competitions, live music, and family entertainment. It operates the Tri-State Fairgrounds year-round as a venue, renting out facilities including the 10,000-seat Amarillo National Center, Bill Cody Equestrian Center, Rex Baxter Building, banquet halls, and livestock buildings. It also runs agricultural education and scholarship programs, including the $25,000 Ambassador Scholarship and the Western Legacy Awards Gala.

Product overview

The Amarillo Tri-State Exposition operates the Tri-State Fairgrounds year-round as a 501(c)(3) nonprofit organization. Its core product is the annual Tri-State Fair & Rodeo, a nine-day September celebration of agriculture, entertainment, and community traditions. Supporting this flagship event is a portfolio of facility rental venues (Amarillo National Center, Bill Cody Equestrian Center, Rex Baxter Building, and various livestock/animal facilities) and competitive programs including Livestock Shows, Creative Arts Competitions, and Youth Contests. Year-round events include the Western Legacy Awards Gala with its Western Heritage Hall of Fame, the Scholarship Scramble Golf Tournament, and Amarillo Classic Livestock Show. The organization also operates a scholarship program anchored by the $25,000 Ambassador Scholarship for Texas Panhandle youth. All offerings support the mission of enriching the community through connection, growth, and service.

Differentiator

Problem solved

Functional benefit

Products and services

• Tri-State Fair & Rodeo The main annual nine-day celebration of agriculture, education, entertainment, and community held each September at the Tri-State Fairgrounds, featuring rodeo events, livestock shows, creative arts competitions, live music, and family entertainment, primarily for families and individuals from the Texas Panhandle.
• Facility Rentals Year-round rental of fairgrounds facilities including the Amarillo National Center (10,000-seat capacity), Bill Cody Equestrian Center (235 stalls), Rex Baxter Building (44,000 sq ft banquet hall), and additional banquet halls, livestock buildings, arenas, and outdoor spaces, targeted at event organizers, businesses, and community groups.
• PBR Bull Riding Event Standalone Professional Bull Riding event hosted at the Tri-State Fairgrounds, featuring General Admission, Reserved, and VIP Behind the Chutes Dirt Pass offerings, with tickets sold to individual consumers and families.
• Western Legacy Awards Gala Annual fundraising gala honoring five community members for contributions to agriculture and western industries, featuring Western Heritage Hall of Fame inductees and raising funds for scholarships, targeted at sponsors, donors, and community leaders.
• $25,000 Ambassador Scholarship Scholarship awarded to one high school junior annually, requiring ambassador service during their senior year, with $25,000 disbursed upon completion for higher education pursuit, targeted at Texas Panhandle high school juniors.
• Scholarship Scramble & Social Golf Tournament Annual charity golf tournament held at Preston West Golf Course supporting Tri-State Fair & Rodeo scholarships, featuring 3-person team and social pass options with dinner, live music, and prizes, targeted at golfers and community supporters.
• Amarillo Classic Livestock Show Specialized year-round livestock exhibition event showcasing quality breeding animals from the region, targeted at livestock producers, breeders, and exhibitors.
• Livestock Shows Youth and open livestock exhibitions featuring cattle (Angus, Hereford, Shorthorn, Miniature Hereford), goats, sheep, swine, and poultry shows with competitive judging, targeted at 4-H/FFA youth, farmers, ranchers, and livestock producers.
• Youth Contests Educational competitions for youth including Ag Mechanics, Livestock Judging, Horse Judging, Public Speaking, Archery, Vet Science, Plant ID, Consumer Decision Making, and Food Challenge events, targeted at 4-H/FFA members and other Texas Panhandle youth.
• Creative Arts Competitions Competitive programs spanning art exhibits, textiles (open and youth), culinary arts, ceramics/pottery, amateur and professional photography, and garden/vegetable shows, targeted at individual hobbyists and youth participants.

Quantifiable outcome

• Over $1.5 million committed to scholarships since 2004, with the Exposition matching scholarship donations up to $25,000 annually.
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered flagship, core and minor.

• Texas Farm Bureau Insurance CompaniesflagshipGTM or Marketing PartnerTitle Sponsor of the Tri-State Fair & Rodeo. Provides financial support and brand visibility as the highest-tier sponsor of the annual event and year-round fairground operations.
• Ron Hoover RV and Marine CenterscoreGTM or Marketing PartnerExclusive RV Sponsor of the Tri-State Fair & Rodeo. Provides exclusive branding and marketing rights for RV-related services and promotions at the fairgrounds.
• Bar G FeedyardcoreGTM or Marketing PartnerGold Sponsor of the Western Legacy Awards Gala. Significant financial contributor to the annual scholarship fundraiser.
• Scharbauer Cattle CompanycoreGTM or Marketing PartnerGold Sponsor of the Western Legacy Awards Gala. Major supporter of agricultural education and scholarship programs.
• AgTexas Farm Credit ServicesminorGTM or Marketing PartnerSilver Sponsor of the Western Legacy Awards Gala and Primary Partner of the fair. Agricultural lending institution supporting rural communities.
• Amarillo National BankminorGTM or Marketing PartnerSilver Sponsor of the Western Legacy Awards Gala and Primary Partner. Regional banking institution with community focus in the Texas Panhandle.
• Plains BuildersminorGTM or Marketing PartnerSilver Sponsor of the Western Legacy Awards Gala and Primary Partner. Construction and building services company serving the Amarillo area.
• Plains Land BankminorGTM or Marketing PartnerSilver Sponsor of the Western Legacy Awards Gala and Primary Partner. Agricultural land lending institution supporting Panhandle farmers and ranchers.
• Prosperity BankminorGTM or Marketing PartnerSponsor of the Junior Board of Directors and Exceptional Rodeo, and Primary Partner. Regional banking institution supporting youth programs and community events.
• WhataburgerminorGTM or Marketing PartnerSponsor of the Junior Board of Directors and Primary Partner. National restaurant chain with Texas Panhandle presence supporting youth programs.
• Whiteface FordminorGTM or Marketing PartnerSponsor of the Junior Board of Directors and Primary Partner. Automotive dealership supporting community youth initiatives.
• PRCA (Professional Rodeo Cowboys Association)coreStrategic or Co-development PartnerPrimary Partner and sanctioning body for professional rodeo events at the Tri-State Fair & Rodeo. Provides official rodeo sanctioning, standards, and professional rodeo athlete participation.
• AQHA (American Quarter Horse Association)coreStrategic or Co-development PartnerPrimary Partner and sanctioning body for equine competitions at the fair. Supports horse shows, rodeo events, and youth equine education programs.
• Visit Amarillo (Amarillo Convention & Visitors Bureau)coreGTM or Marketing PartnerPrimary Partner and regional tourism promotion organization. Promotes the Tri-State Fair & Rodeo as a major tourism driver for Amarillo and the Texas Panhandle.
• Cowboy ChannelminorGTM or Marketing PartnerPrimary Partner and media sponsor. Broadcasts western and rodeo content, providing media exposure for the Tri-State Fair & Rodeo.
• Amarillo Globe NewsminorGTM or Marketing PartnerMedia Partner providing news coverage and editorial support for fair events and community programs.
• KAMR-TV Channel 4minorGTM or Marketing PartnerMedia Partner providing television news coverage and event promotion for the Tri-State Fair & Rodeo.
• KFDA-TV Channel 10minorGTM or Marketing PartnerMedia Partner providing television news coverage and event promotion for the Tri-State Fair & Rodeo.
• KGNC RadiominorGTM or Marketing PartnerMedia Partner providing radio broadcast coverage and event promotion for the Tri-State Fair & Rodeo.
• KVII-TV Channel 7minorGTM or Marketing PartnerMedia Partner providing television news coverage and event promotion for the Tri-State Fair & Rodeo.
• Cactus Cove Inn & SuitesminorOthersPreferred hotel partner recommended for out-of-town fair attendees. Located at 2501 E Interstate Dr, Amarillo, TX.
• Four Points by Sheraton Amarillo CentralminorOthersPreferred hotel partner recommended for out-of-town fair attendees. Located at 1911 I-40 East, Amarillo, TX 79102.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Houston Livestock Show and Rodeo: Largest livestock show and rodeo in the world, operating NRG Center/Park in Houston with year-round facility rentals, livestock exhibitions, and youth scholarship programs. Directly comparable nonprofit model and event-portfolio structure to Tri-State.
• Fort Worth Stock Show & Rodeo: Annual Texas stock show and rodeo held at Dickies Arena/Will Rogers Memorial Center with livestock shows, rodeo competitions, and youth education programs. Operates a comparable nonprofit fairgrounds model serving a major Texas market.
• State Fair of Texas: Operates Fair Park, a 277-acre Dallas fairgrounds hosting the State Fair of Texas plus year-round events, livestock shows, and auto shows. Closest direct peer in scale and nonprofit fairgrounds operating model.
• San Antonio Stock Show & Rodeo: Major Texas livestock exposition and rodeo with substantial youth scholarship commitments and year-round facility operations at the Freeman Coliseum/AT&T Center grounds. Closely comparable nonprofit structure and scholarship-driven mission.
• Oklahoma State Fair: Operates Oklahoma State Fair Park in Oklahoma City, a multi-purpose fairground hosting the annual fair plus 200+ year-round events, livestock shows, and trade shows. Comparable regional fairgrounds model serving an adjacent tri-state market.
• Tulsa State Fair: Operates the Tulsa Expo Center/Exchange Center at River Spirit arena, hosting the annual Tulsa State Fair plus year-round events. Comparable regional fair operator within the same tri-state region Tri-State serves.
• New Mexico State Fair: Operates Expo New Mexico, a multi-building fairgrounds complex in Albuquerque hosting the annual New Mexico State Fair plus year-round trade shows, equestrian events, and livestock shows. Comparable fairgrounds scale and regional role.
• Nebraska State Fair: Operates Fonner Park in Grand Island, Nebraska, hosting the Nebraska State Fair plus year-round events and livestock exhibitions. Comparable regional fairgrounds operator in an agricultural Midwestern market.

Broad incumbents

• Calgary Stampede: World-class annual rodeo, exhibition, and agricultural fair held in Calgary, Alberta. Operates a much larger multi-venue campus (Scotiabank Saddledome, BMO Centre) but exemplifies the nonprofit/community-owned fair model with comparable event-mix and youth programming.

Regional players

• Visit Amarillo (Convention & Visitors Bureau): Regional tourism promotion organization and listed Primary Partner of Tri-State Fair & Rodeo; not a direct competitor but comparable regional venue/tourism player that markets Amarillo as a destination, making it an ecosystem-adjacent peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Amarillo.TriState.Fair
• Instagraminstagram.com/tristatefair
• Xx.com/tristatefair
• LinkedInlinkedin.com/company/amarillo-tri-state-exposition

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Amarillo Tri-State Exposition