Greetings from the rodeo trail!
February was a “divide and conquer” month for the Cowboy Crew. From the Black Hills of South Dakota to the sunny Riverwalk in San Antonio, Texas, we were out in force meeting, celebrating and honoring the rodeo committees, stock contractors and fans who keep the Western spirit alive.
Whether we were in the Dakotas or the Deep South, one common theme kept popping up: the youth. The energy coming from the next generation is leading the way, and it bodes incredibly well for the future of the Western way of life.
That’s a mantra we echo here at The Cowboy, too. While we launched our new Jr. Rodeo Membership at the end of 2025, the Rodeo Historical Society has been supporting the stars of tomorrow for years through the National High School Rodeo Association Foundation scholarship program. I’m so excited to keep following these amazing young men and women as we head into the rest of 2026!
Here’s a look back at our February travels:
Black Hills Stock Show & Rodeo, Rapid City, S.D.
The trip to the Black Hills is one I won’t soon forget! We were graciously hosted by Jim Hunt—who wears many hats as the President of the Black Hills Stock Show board, a Museum board member, and past president of the American Quarter Horse Association —and his wife, Joni. Jim is pictured above with Tom Glause, CEO of the PRCA. They hosted Jeff Ewing (our Executive VP & Chief Development Officer) and me for four whirlwind days that started at breakfast and didn’t end until long after the dust settled in the arena.
Rodeo Rapid City, produced by Sutton Rodeo Co., is legendary for a reason. The Sutton family is celebrating a massive milestone: 100 years in the rodeo business. Steve and Kim Sutton (the fourth generation) took the time to introduce us to their incredible team that handles everything from marketing and books to ranch duties and livestock. It’s a true family affair, and today, the sixth generation has already joined the ranks. It’s no wonder Rodeo Rapid City has been named the PRCA’s Large Indoor Rodeo of the Year seven times, including the last three years in a row!
One highlight was hitching a ride in the Quanta Express Stagecoach during the rodeo with the Hunts and PRCA CEO Tom Glouse and his wife, Terri.
We also got to see National Rodeo Hall of Famer Flint Rasmussen (pictured at the top of the blog), who came out of retirement to celebrate the Suttons’ 100th anniversary. It was also the 25th anniversary of the moment Jim Sutton approached Flint with the idea of a talk show with cowboys — the spark that launched “Outside the Barrel,” the original western lifestyle talk show! While Flint’s arena antics are legendary, Jeff and I really enjoyed seeing him in a different light during his show after the Friday night performance of the rodeo.
When we weren’t at the arena, Jeff and I squeezed in some sightseeing at Mount Rushmore and the Crazy Horse Memorial with our world-class personal tour guide, Jim!
Trail Notes:
· A First: Jim Sutton debuted the first freestyle bullfights here in 1980. Wrangler’s Greg Tuza was in the stands, loved what he saw, and the Wrangler Bullfights were born!
· Homegrown Talent: Sutton Rodeo Co. raises 100% of its bucking horses.
· Consistency: Sutton Rodeo Co. brought horses to the very first NFR in Dallas (1959) and hasn’t missed a National Finals since.
San Antonio Stock Show & Rodeo, San Antonio, Texas
With so many stops on the Rodeo Road Trip, we like to share the adventure across our whole team. Our “Head Cowboy,” CEO Pat Fitzgerald, headed south to the San Antonio Stock Show & Rodeo (SASSR).
As a former San Antonio resident, Pat and his wife Barbara (above) spent Valentine’s weekend catching up with the rodeo committee and taking a deep-dive, behind-the-scenes tour of the grounds. SASSR is a powerhouse, having won Large Indoor Rodeo of the Year 14 times since it started back in 1949.
The future is looking even brighter in San Antonio; the city recently passed a $200 million bond to upgrade the facilities and preserve this cultural treasure for decades to come.
Did you know? Beyond the PRCA action, SASSR hosts a massive four-day youth rodeo (ages 8–18) and a three-day collegiate rodeo featuring over 450 athletes.
What’s Next?
March is shaping up to be just as wild! We have a three-day championship event right down the road from the Museum and two more big stops in Texas.
See you down the trail,
Joey
Interested in becoming a part of The Cowboy’s Rodeo community? Click the link below to purchase a Rodeo Membership.
