Rodeo wants to build LV business contacts

Thursday, Dec. 3, 1998 | 11:34 a.m.

The Professional Rodeo Cowboys Association plans to beef up its business contacts in Las Vegas in the wake of a 10-year contract extension for the National Finals Rodeo.

PRCA Commissioner Steve Hatchell said a year-round presence in the city will give the rodeo added exposure -- not that it really needs much here.

The rodeo is already sold out, even with nearly 5,000 extra seats made available by the remodeling of the Thomas & Mack Center. Earlier this year, contracts were signed to build a tunnel to transport livestock during the rodeo. Because timed-event horses won't have to be penned inside the arena, about 467 prime seats will open up for each of the 10 rodeo performances.

Right after last year's rodeo, representatives of the PRCA and Las Vegas Events, which coordinates major community activities for the Las Vegas Convention and Visitors Authority, signed a deal committing the organization's premier rodeo event to Las Vegas for seven years with an option for three more.

The promised improvements to the Thomas & Mack Center played a role in sealing the deal. Now, Hatchell is working to build additional exposure and that includes taking a proactive position on some of the problems facing rodeo in general and the NFR specifically.

Hatchell's immediate priority is increasing media exposure for the rodeo, a strategy that makes the LVCVA happy. The PRCA is on the verge of expanding its television coverage of the rodeo on ESPN. Hatchell said the organization also was close to announcing another television pact that would put even more rodeo on the air. He did not disclose specifics of that deal.

More air time means more Las Vegas exposure, one of the criteria by which the LVCVA measures its own success in promoting special events.

The PRCA is taking other steps to keep rodeo and the NFR growing. Some of the strategies:

* The organization is tackling two black-eye issues head on. A controversy that erupted at last year's NFR over the payment of prize money in the team roping event has been solved. Team ropers complained they were being shortchanged at payday because there was one prize for two participants. Rodeo officials met and decided to boost team roping and barrel racing purses. This year's NFR purse has increased from $3.4 million to $4.2 million. The other issue: animal welfare matters. Because animal rights activists are vocal at many of the nation's rodeos, the organization formed a special group to monitor the treatment of animals. Hatchell said the group is heavily laden with veterinarians and attorneys to keep watch and report and resolve problems. "We decided to address the issue head on instead of ducking it," Hatchell said.

* The NFR is moving its Christmas show to the Las Vegas Convention Center from Cashman Center. About 200,000 people are expected to attend the event, which brings high-end western merchandise to potential buyers. Hatchell said having the event at the Convention Center should improve attendance since it will be closer to the rodeo arena and many of the hotels that house cowboys.

* Rodeo officials hope to participate in more community events. With a permanent presence in Las Vegas, Hatchell said his organization would be able to participate in community events and fund-raisers all year and keep the NFR and its sponsors in the spotlight, even in the spring and summer when most local residents aren't thinking about the event.

* A professional rodeo tour will be organized. The PRCA hopes to generate additional enthusiasm for the sport by establishing a tour that will help the organization keep fans apprised of what big-name cowboys will be attending events in specific cities. The PRCA hopes to develop followings for certain cowboys the way race fans watch specific drivers.

* The presidents and general managers of several western wear stores have been invited to this year's NFR to strategize on changes in marketing clothing. "We have a lot of young participants in the sport now," said Hatchell. "More tennis shoes and ballcaps and not as many boots and cowboy hats." There's a general concern that fewer young fans are interested in rodeo and the retailers hope to learn how they can contribute to keeping the sport popular.

* The organization wants to put its memorabilia on display. The Professional Rodeo Hall of Fame in Colorado Springs, Colo., has several exhibits for the sport. PRCA officials hope to put some of them in a tractor-trailer and show them at rodeos nationwide.

* The organization wants to develop more corporate rodeos as entertainment vehicles. Hatchell said some large corporations have asked for up-close rodeo presentations as entertainment for annual meetings and company sessions. Many cowboys are willing to oblige by putting on special corporate rodeos that not only put extra money in cowboys' and cowgirls' pockets, but spread the popularity of the sport.

* The PRCA hopes to put itself on an international stage with rodeo events becoming demonstration sports for the Olympic Games. Hatchell said negotiations are ongoing.

Hatchell said one of the biggest complaints about the rodeo is something that may be the most difficult to solve -- getting tickets to the event. The rodeo is usually sold out months in advance with about 170,000 tickets sold for the 10 days of performances.

Because the championship rodeo is a winter event, the NFR is committed to an indoor venue. The Thomas & Mack Center is the largest indoor facility in the city, with Las Vegas being one of the most accommodating destinations for such an event.

Hatchell said the PRCA is sold on Las Vegas as the home of the NFR because of the large number of hotel rooms, commitments to western entertainment during the event and other amenities for a large gathering.

The LVCVA is happy to be a host because the rodeo has become one of the city's top events in a month when visitation had been slow.