The Tucson Rodeo is back in town. Alongside barrel racing and steer wrestling, the event also celebrates Tucson businesses and organizations each year.
One of North America’s top professional rodeo events, the Tucson Rodeo is in its 100th year. And local businesses have always been an important part of the event.
“Visitors can expect to see a little bit of everything,” said Litzy Godinez, a ticket office and vendor assistant at the rodeo. “We are expecting a lot of western boutiques. This is the first year we’re going to have a boot company called Paul Bond Boots from Nogales.”
For vendors like Paul Bond Boots selling at the rodeo can be a major boost for business.
“The difference is noticeable in our sales, especially in the days leading up to and during the rodeo,” said Berenice Mimiaga, general manager at Paul Bond Boots. “We often see more foot traffic and a higher volume of orders, particularly for items that are in line with the rodeo theme or have a western flair.”
Mimiaga said being part of the rodeo vendor community is also good for branding.
“Beyond just sales, it strengthens our brand presence in the community and aligns us with a fun, iconic event that locals look forward to each year,” she said.
Godinez said vendors this year also include nonprofits such as Agape Acres and Arizona magic, along with hat vendors, leather vendors, food vendors, Navajo jewelry vendors, face painting vendors, and military recruiters.
“We try to get as many local vendors as possible,” she said. “We love to help out our community. Just to get them more recognition, it’s another reason for people to come out and visit Tucson.”
Whispering Horse Books, a book publishing company that publishes Western-themed illustrated books for children, is one of those vendors.
At their rodeo booth, the company sells books by author M.D. Ford, along with plushies of characters from the books while handing out coloring pages to younger visitors.
Randall Ford, M.D. ‘s husband said that “the main focus is our books.”
“The rodeo is a way for the bookseller and other western-themed enterprises to promote their businesses,” Ford said.
“My wife grew up rodeoing in Arizona, but can’t compete anymore. She’s bringing awareness of rodeo to younger generations,” Ford said. “The rodeo benefits us, and we benefit the rodeo.”
Even some businesses that aren’t at the Tucson Rodeo this year see a rise in sales around the event.
R&R Family Kitchen, known for its baby back ribs and pulled pork sandwiches, sold its fare at the rodeo for 17 years before sitting out this year.
Despite no longer attending the event, Robert Ramos, executive chef and co-owner of R&R Family Kitchen, said his business saw nearly twice the number of orders during the rodeo as it does on an average week.
He added that the restaurant has never advertised on TV or radio, and credits much of its success to the Tucson Rodeo.
“We had lines all day over there. It helped us tremendously.” Ramos said.
“We’ve gotten a lot of corporate clients after vending there for over 17 years,” he said. “While so many fail in Tucson, we’re pushing twenty years this July.”
“We miss all the other vendors and our friends over there,” he added.
The Tucson Rodeo wraps up on Sunday, Feb. 23, with events continuing throughout the month.
Arizona Sonoran News is a news service of the University of Arizona School of Journalism.
