Fort Worth's Rodeo Events Generate $120M Economic Boom

Fort Worth has found its economic sweet spot, and it smells like leather, popcorn, and success.

The Fort Worth Stock Show & Rodeo runs for only 23 days each year, but those three weeks generate a staggering $120 million for the city. With 1.2 million visitors flooding the grounds annually, the event has become an economic powerhouse that prompted the city to invest more than $50 million in upgrades to the Will Rogers Memorial Center.

The numbers tell a compelling story. The average stock show visitor stays nearly four nights in Fort Worth and spends about $75 daily on food and beverages alone. That's money flowing directly into local restaurants, hotels, and businesses throughout the community.

But the rodeo is just the beginning. Western sports have sparked a year-round economic renaissance across Fort Worth.

The National Reined Cow Horse Association relocated from California to Texas, bringing two major events to the Will Rogers complex. One of them, the Snap Bit Futurity, moved from Las Vegas to Fort Worth in 2017. These events draw crowds who stay for three weeks at a time, filling hotels and supporting local businesses.

The Fort Worth Stockyards district has seen explosive growth. The historic Cowtown Coliseum has transformed from hosting 76 events in 2022 to planning 279 events this year. Revenue jumped from $4 million to an expected $28 million in just two years.

Even smaller moves created big wins. When the American Paint Horse Association relocated from Meacham Airport to the Stockyards in 2020, annual visitors soared from 500 to nearly 140,000. The organization's life-size horse sculptures became such a popular backdrop that the Jonas Brothers filmed a concert in front of them.

The Stockyards district now welcomes 10.4 million visitors annually, up from just 3 million a few years ago. That's nearly quadruple the foot traffic, creating jobs and opportunities throughout the historic area.

The Ripple Effect

Fort Worth's Western heritage isn't just preserving history. It's creating modern prosperity that touches every corner of the local economy.

Hotels fill up for weeks at a time during major equestrian events. Restaurants serve visitors from across the country and around the world. Construction workers have steady employment upgrading historic venues. Marketing professionals promote events that showcase the city's unique character.

The investment in Western sports facilities pays dividends beyond the events themselves. The upgraded Cowtown Coliseum hosted Major League Baseball's draft last year, proving these venues can attract diverse events that bring different audiences to Fort Worth.

Historic preservation and economic development are working hand in hand. The challenge of maintaining the Cowtown Coliseum's 118-year-old character while modernizing its capabilities has resulted in a venue that honors the past while building the future.

Fort Worth proved that staying true to your roots can be your greatest economic strategy.