Austin Rodeo Spurs Business for Local Artists and Vendors

By Santiago Ortiz

Reporting Texas

From March 14 to 29, the Austin Rodeo attracts thousands of visitors, giving a significant economic boost to local businesses and artists who depend on the event for exposure and sales.

Many see the rodeo as a unique opportunity to connect with customers and grow their brands, from musicians to vendors.

In 2024, the event is expected to contribute approximately $80 million to the local economy, according to Chief Operating Officer Jeff Thane.

“So much potential exposure to play all original music—it’s an incredible blessing,” said Conner Stephens, a local artist and lead singer of the Country Worms.

For artists like Stephens, breaking into the Austin music scene and performing for a large, appreciative crowd can be a challenging opportunity to come by.

“In Austin, there are certain clubs you can graduate to, and then the rest of them pay dog sh*t,” said Stephens. “You have to take the risk, to know I’m worth more than that price.”

Stephens takes pride in the opportunity to perform his original music, even as many other artists opt for cover songs during their rodeo performances.

“When my band performs, everything you’re hearing is our music, because at the end of the day, nobody remembers cover bands,” said Stephens.

The exposure to new fans the rodeo provides for musicians like Stephens can be tremendous.

“I don’t really know these people, and they don’t really know me. So here’s a chance for me to say, ‘Hey, this is who I am,’” said Stephens.

For small business owners like Jon Guerzon, the founder of The Caricature Entertainment, the rodeo provides a new environment to draw others.

“I get to sit outside and meet new people from all across the United States, hopefully putting a smile on their face when I draw them,” said Guerzon.

Guerzon was inspired by a colleague to get involved in the rodeo industry.

“One year, someone came up to me and said, ‘You know you’d be really successful if you drew at a fair.’I’d never drawn at fairs before, and I’ve been in love ever since,”’ said Guerzon.

Caricature is an industry that relies heavily on events like the rodeo for its business to flourish.

“The technology is starting to catch up; it’s the same creative process, but with digital, and everything is moving at the speed of light for me.”

For Guerzon, the opportunity to move around places and draw people has a deeper meaning than just business.

“I find that the more I travel, the more I learn about myself, so it’s kind of like a self-journey through art.”

The Rodeo’s livestock show is another big draw for not only patrons but businesses.

Weaver Leather Livestock, an Ohio-based company, provides supplements and supplies for young exhibitors showcasing their livestock at the rodeo. 

JR Fullen, a salesman for the company, says the Rodeo is big for business.

“It’s huge; we get to see these kids only a few times a year to sell them our product.”

They also sell essential tools, such as show sticks, used to guide and present animals during competitions. 

“Whatever they need, we try to have,” said Fullen

As someone who grew up around livestock, Fullen says selling these items is especially meaningful because he knows how much hard work kids put into raising and showing their livestock.

“This is the smallest part you see,” said Fullen. “The 20 minutes in the ring doesn’t account for the hundreds of hours they put into raising them.” 

The Rodeo ends March 29.