The Economic Wave of the Houston Livestock Show and Rodeo

As president and CEO of the Houston Livestock Show and Rodeo, not only is it ingrained in my work, but I am reminded every day what the Rodeo means to the city of Houston, Harris County and the state of Texas.

Every Rodeo season, every scholarship announcement and every handshake with a student or volunteer drives home what this organization does. The sheer magnitude of it all is further put into perspective when we get to celebrate just how far the Rodeo’s impact goes.

Our new 2024 Economic Impact Report shows $326 million in total economic impact and $597 million in total economic activity.? Those numbers are staggering and up significantly over the last five years. But when I look at those numbers, I think of what it takes to create an event of this size. I reflect on the evolution of how and where the Rodeo started, where it’s going, and, more importantly, the people – both those who dedicate countless hours to make it happen and the students whose dreams are closer to becoming reality because of our mission.

It’s important to note this report only focuses on the economic impact of the World’s Championship Bar B-Que Contest, presented by Cotton Holdings, and the Houston Livestock Show and Rodeo, a combined 23 days of excitement at NRG Park. The study does not include any data from events before those dates, such as the Rodeo’s downtown parade, trail rides, galas, committee events held year-round and more.

The report’s findings make it clear that the Rodeo makes just as impressive of an impact as other events of this size, such as the Super Bowl and the Final Four. What really drives home why the Rodeo is a marquee event that stands in line with these major events is that it happens annually. Spring season is correlated with Rodeo season. It’s become ingrained in the city’s history and something many Houstonians look forward to each year.

The excitement, education, and entertainment that the Rodeo brings draws in crowds by the millions. In fact, the 2024 show brought over 2.5 million attendees, the highest attendance since 2017.

It’s not just these money or attendance figures that showcase success, it’s jobs too. Over 3,500 direct jobs were created during the 2024 Rodeo. To help put it into further perspective: that’s equivalent to the population of Waller, Texas. Furthermore, our total economic impact shows more than 5,600 jobs supported in Greater Houston and our total economic activity shows more than 7,200 jobs supported.

The takeaway from the 2024 Economic Impact Report is that this important event is more than just a Rodeo, it’s an event that supports not only the education of our students but the people that live in our community. It takes more than a village to make the Rodeo not only happen but be successful. It takes over 35,000 volunteers from 109 committees, over 140 full-time employees, and an entire city of support, and a love for what the Rodeo is and stands for.

I’ll end how I began this article: as a leader for this amazing organization, it is ingrained in me what the Houston Livestock Show and Rodeo is to the city of Houston, Harris County and the state of Texas. This report shows you just that in a tangible, quantified synopsis. After reading this, I hope it’s ingrained in you too.

You can read the 2024 Economic Impact Report in full here.

Chris Boleman is President and CEO of the Houston Livestock Show and Rodeo, a non-profit organization founded in 1932. Its mission is to promote agriculture by hosting an annual, family-friendly experience that educates the public, supports Texas youth, showcases Western heritage and provides year-round educational support within the community.