NFR BLVD Digital - 2021

2021

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CHAMPIONS' CHAMPIONS' VIVID VIVID MEMORIES MEMORIES ALL ALL YOU YOU NEED NEED TO TO KNOW KNOW ® ABOUT ABOUT NFR NFR 2021 2021 2 021 ®

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TABLE OF CONTENTS

14 - ONE VEGAS

This Is YOUR Custom Way to enjoy the NFR

18 - VIVID VEGAS MEMORIES Champions Reveal Stunning Moments

24 - DOWNTOWN HOEDOWN It's Not NFR Until Downtown Says So

30 - AT THE MACK

What to Do, See at the Thomas & Mack Center

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34 - GUIDE TO COWBOY CHRISTMAS The Cowboy Channel Enters as Partner

40 - FUTURE STARS

WE A R E BAC K

The Wrangler NFR Triumphantly Returns to Vegas.

56 - CHANGE IN COMMAND Profile on New GM Allen Rheinheimer

58 - WE ARE BETTER BECAUSE OF YOU

You Requested Enhancements, We Made Them

YETI Junior World Finals Determine Best of Best

44 - ROPE 'N' RIDE

60 - HEART OF THE NFR Cowboys and Cowgirls Always Give Back in Vegas

64 - FAN SPOTLIGHT

The World Series of Team Roping Is Back

Clyde and Elsie Frost

46 - ALL IN, ALL BACK

66 - NFR TECH

Big Cash Up for Grabs at Vegas Barrel Event

50 - FIGHTIN' BULLS

Bullfighters Only Brings the Action to Resorts World

Digital Ticketing, Official App Make NFR Easy

52 - TWICE AS NICE

Miss Rodeo America Enjoys Two Years with Crown

NFR REWIND

Publisher Las Vegas Events

Cover Photo Tom Donoghue

Project Manager/Editor Brian Hurlburt

Copy Editor Bill Bowman

Graphic Design Christopher Jones

Contributors Patrick C Everson, Neal Reid

Cover Design Eric Berner

68 - BY THE NUMBERS

Head-Spinning Stats from the NFR

70 - GOING DEEP

The NFR Extra Podcast Takes You Behind the Scenes

Las Vegas Events 770 W. Warm Springs Rd., Suite 140 Las Vegas, NV 89119 NFRexperience.com Copyright 2021 Las Vegas Events. All rights reserved. No re-production of any items without the express written consent of Las Vegas Events.

STRONGEST HAND

IN THE CITY.

STETSON WRIGHT 2020 ALL-AROUND WORLD CHAMPION

HOME SWEET HOME OFFICIAL WRANGLER NFR RESORT PARTNERS ARE GOING ALL IN TO WELCOME BACK NFR FANS

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Vegas’ ten-day festival featuring the world’s best rodeo athletes is “Back in Vegas”, and the 2021 Wrangler National Finals Rodeo® promises to be the most epic 10 days in its history, which dates back to 1985 in Las Vegas.

“Each year we improve upon the NFR Experience,” says Pat Christenson, president of Las Vegas Events, NFR’s hosts and producers.

“However, with a full two years to plan and a bit of a chip on our shoulders, we dug deep and came up with hundreds of small improvements and dozens of major fan enhancements. Just some of these are digital ticket transfers, an additional day at The Cowboy Channel Cowboy Christmas, hotel experiences and enhanced entertainment and presentation of the ‘Show’ on the dirt.”

This NFR BLVD publication is chock full of anecdotes and information about every ounce of fun and excitement available when Las Vegas goes country from Dec. 2-11.

So, with two simple words, we offer a kindly, “Welcome Back!”, even if we and our official sponsor partners have difficulty putting into words how much the NFR—and rodeo fans—mean to Las Vegas.

You are in our hearts, and we can’t wait to see those cowboy hats and spurs up and down the Las Vegas Strip, underneath the Fremont Street Experience, and inside the fabled Thomas & Mack Center.

“I have been honored to watch Wrangler NFR grow through the decades,” says Bill McBeath, president and CEO of The Cosmopolitan of Las Vegas. “To this day, we have recorded more than 300 consecutive sold-out performances at the Thomas & Mack Center, an impressive feat only possible through the unwavering loyalty of rodeo fans. To the city of Las Vegas, Wrangler NFR has continued to be a historical legacy that makes us all proud. The impact it has had on our destination has been pivotal, and to all of the rodeo competitors, fans and sponsors, we express our sincere gratitude. For the fifth year, we have put together a truly dynamic entertainment lineup over the course of NFR at The Cosmopolitan, with the return of our ‘Boots on the Boulevard’ Concert Series. We welcome all rodeo fans to share in the NFR excitement with us.”

The Cosmopolitan is home to “Boots on the Boulevard”, live viewing parties plus live concerts from Brantley Gilbert (12/4), Cody Johnson (12/8-9) and Dierks Bentley (12/10-11) at the Chelsea Theatre.

McBeath is country & Western through and through and operates a cattle ranch outside of Ely, Nev. To say the NFR is important to him, the Cosmopolitan and Las Vegas is an understatement.

South Point general manager Ryan Growney speaks for most everyone in Las Vegas when it comes to how much we appreciate

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everyone who attends the Wrangler NFR. Even if words don’t do our feelings justice.

“It’s really difficult to sum up the Wrangler NFR in a few sentences,” says South Point general manager Ryan Growney. “That’s basically impossible, to tell you the truth. That’s how special it is, and how meaningful it is to have everyone coming back home in December.”

As it has always been, Wrangler NFR in Vegas is much more than solely rodeo on-the-dirt action.

It’s a family reunion.

It’s a festival.

It’s an extravaganza.

It’s unbridled passion and action.

It’s bright lights and big nights.

“The Wrangler NFR is a true on-and-beyond-the-dirt extravaganza in which Vegas goes completely country for 10 days and nights each December,” says Christenson. “The Wrangler NFR is the heart of an experience and celebration that brings to life a huge piece of Americana.”

Growney says he appreciated how Texas hosted the NFR in 2020, but now it’s time to return the world’s finest rodeo to its rightful location.

“I think the coolest thing about the NFR in Las Vegas is that the entire city embraces the western way of life for those two weeks. And with our Arena and Equestrian Center, South Point is VegasCowboyCentral. com and we embrace the western way of life all year round.”

Among the events South Point hosts are the PRCA Convention, PRCA Awards Dinner, PRCA Hall of Fame Gold Buckle Gala, Miss Rodeo America, Contestant Back Number Presentation, Benny Binion Bucking Horse and

Bull Sale, the PRC A Permit Challenge Rodeo, Dodge R a m View i n g parties plus the Cody Johnson performs at Cosmopolitan for Boots on the BLVD. nightly Montana Silversmiths Go Round Buckle Presentations.

While Growney’s South Point—and other resorts such as The Orleans, Sam’s Town, Silverton, MGM, the Mirage and several others—are NFR “Ole Faithfuls”, the 2021 wow factor promises to be amped up because of many factors, including the debut of two new Vegas resorts as major NFR sponsors.

The new Resorts World in the heart of the Las Vegas Strip will transform into “Rodeo World” during December. Scott Sibella, Resorts World president and longtime Las Vegas Events board and National Finals Rodeo Com m ittee member, is pulling no punches to ensure his new resort is ready for the NFR. Sibella is no amateur.

He and McBeath created Rodeo Vegas at Mirage, and when he moved to MGM, Sibella developed the Gold Buckle Zone and

“It’s really difficult to sum up the Wrangler NFR in a few sentences. That’s basically impossible, to tell you the truth. That’s how special it is, and how meaningful it is to have everyone coming back home in December.”

-- Ryan Growney, South Point general manager

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PHOTOS: SOUTH POINT - JOHN PLUMMER; CODY JOHNSON - COURTESY OF THE COSMOPOLITAN OF LAS VEGAS.

HOME SWEET HOME

South Point parties are can't miss during the NFR.

BoydGaming.com/NFR or 1-800-675-3267

Events Subject to Change.

SM

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get your room & ticket packages!

Losers Lounge.

Anchoring the hotel’s experience will be country superstar Carrie Underwood. The 2021 BFO Las Vegas Championships will move to the new Resorts World (dubbed “Rodeo World” during NFR) Dec. 3-4 and Dec 9-11 at 1:30 p.m. (more on BFO on page 50). The party continues after each BFO performance in the Dawg House Saloon & Sports Book, with live music leading into the NFR Watch Party, hosted by Anthony Lucia, which starts at 5:45 p.m.

“This spectacular resort was designed to usher in a new era of hospitality in Las Vegas with unsurpassed dining and entertainment, an array of luxury hotel accommodations, and new-age technology,” Sibella says. “We are excited to finally present this resort to the world and officially welcome guests to experience our exceptional amenities firsthand.”

The new Virgin Hotels Las Vegas, part of Curio Collection by Hilton, is also embracing the fans with a full menu of NFR-related events including viewing parties, live entertainment, hotel specials and more.

The resort is located about a half-mile from the Thomas & Mack Center and nightly shuttles are provided to and from the venue.

“We are very excited that NFR has returned to Las Vegas this December, and we

cannot wait to welcome rodeo fans to Virgin Hotels Las Vegas,” says Gary Scott, COO of JC Hospitality, owner of Virgin Hotels Las Vegas. “With a calendar of headline entertainment, nightly NFR viewing parties at Money, Baby! and being conveniently located near the Thomas & Mack Event Center, the resort provides real value for fans.”

Journey (Dec. 1, 2, 7, 8, 10 ,11), Little Big Town (Dec. 3-4) and Daughtry (Dec. 5) play dates in the Theatre at Virgin during the NFR. Plus, rodeo fans looking to stay close to the action can take advantage of the resort’s hotel stay package, which features up to 20 percent off rooms and a $50 dining credit plus no resort fees, no self-parking fees and no WiFi fees. The dining credit can be used throughout the property at Casa Calavera, Kassi Beach House, the Kitchen at Commons Club, One Steakhouse, Night + Market, Todd English’s Olives, the Bar at Commons Club and the Shag Room.

The Silverton is another long-standing NFR sponsor and is rolling out the VIP dirt carpet once again.

Official NFR room and ticket packages are available and the resort is home to all-age viewing parties, which, as all official viewing parties do, features the in-arena television feed, so it is the next best thing to being there. Cowboys & Indians Magazine is also hosting a nightly after party in the Veil Pavilion and Ned Ledoux performs live Dec. 2-3.

“We welcome all rodeo fans to share in the NFR excitement with us.”

–Bill McBeath, Cosmopolitan president and CEO

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PHOTO: LITTLE BIG TOWN - COURTESY OF VIRGIN HOTELS LAS VEGAS.

HOME SWEET HOME

Carrie Underwood headlines at Resorts World and Little Big Town rocks The Theatre at Virgin Hotels.

“We are excited to have the cowboys come back to Las Vegas and are looking forward to 10 days of rodeo action,” says Sheila Kercher, Silverton’s executive director of marketing. “The Silverton is the place for fun for the whole family. Our nightly, family-friendly NFR viewing parties feature live entertainment, giveaways and more.”

Boyd Gaming operates several properties including Sam’s Town and The Orleans, two NFR hubs each year. At Sam’s Town, there are viewing parties and weekend live entertainment, plus you can check out the annual Mystic Falls Park holiday display where “it really snows in Las Vegas.”

The Orleans is home to the annual Buckin’ Bash hosted by Justin Rumford, PRCA barrelman of the year, and also Rump’s Rodeo Party, the nightly viewing party. The Buckin’ Bash features DJ’s, brews and two steppin’ all night long.

“Boyd Gaming is thrilled to have the NFR back in Las Vegas,” says Ashlen Manos, Boyd Gaming’s director of loyalty programs. “We are looking forward to welcoming back all of our fans and the contestants to Las Vegas and a Boyd Gaming property. We are excited to welcome fans back to the Orleans Hotel & Casino and Sam’s Town Hotel and Gambling Hall. Both are located only a few short miles from

all the NFR action. You can enjoy the fun and action with nightly viewing parties and weekend live entertainment, all without the traffic of the Strip. We are proud to be sponsors of the NFR and the PRCA, and this year will be bigger and better than ever because we have a year to make up for. We’re ready, are you?”

The Mirage has been producing viewing parties with live entertainment for more than 20 years.

They will again feature nightly viewing parties and concerts, plus it is the official “After Party of ProRodeo.” NFR room packages are available and if reserved by Sept. 30 you will receive $50 in food and beverage credit.

The T.I. features live entertainment each night in the world-famous Gilley’s Saloon, Dance Hall and Barbecue, including free parking. Featured acts include Michael Austin, Scotty Alexander and Reckless Kelley.

The Caesars group of properties includes Caesars Palace, Harrah’s, The Cromwell, Bally’s, the Flamingo, the Linq, Paris Las Vegas, Planet Hollywood and the Rio. They each feature viewing parties and other NFR-related activities.

The reigning Queen of Country Music, Shania Twain, returns for another residency Dec. 2-12 at the ZAPPOS Theatre at Planet Hollywood. At

Official NFR Hotel Sponsors Click for the latest NFR info for official Wrangler NFR sponsors or visit NFRexperience.com/StayYourWay Caesars Palace Caesars.com

Harrah’s Las Vegas Caesars.com/harrahs-las-vegas

The Cosmopolitan Cosmopolitanlasvegas.com

Mandalay Bay The Plaza Mandalaybay.mgmresorts.com/en/ Plazahotelcasino.com/NFR entertainment/nfr.html Resorts World MGM Grand RWlasvegas.com MGMgrand.com/NFR Rio Las Vegas The Mirage Caesars.com/rio-las-vegas Mirage.com/NFR Sam’s Town New York New York Boydgaming.com/NFR Newyorknewyork.com/NFR Silverton The Orleans Silvertoncasino.com/packages/lasBoydgaming.com/NFR vegas-rodeo-nfr-package/

The D TheD.com Downtown Grand Downtowngrand.com Gold Coast Goldcoastcasino.com Golden Nugget Goldennugget.com

Planet Hollywood Caesars.com/planet-hollywood

The South Point Vegascowboycentral.com T.I. Treasureisland.com/special-offers/nfr Tropicana Troplv.com/rodeoweek Virgin Hotel virginhotelslv.com Westgate Las Vegas Westgatelasvegas.com

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the Colosseum at Caesars Palace, Reba, Brooks & Dunn are on stage with “Together in Vegas.”

If Shania is the Queen, then George Strait is the King, and he returns with his “Strait to Vegas” shows at T-Mobile Arena Dec. 3-4.

The epic Gold Buckle Zone is back at the MGM Grand with music, viewing parties, dancing, giveaways and more each night. As the MGM says, “this ain’t their first rodeo.”

The Mandalay Bay is “Cowboyville” during the Wrangler NFR with live nightly entertainment, viewing parties, food and drink deals, and more. Plus, this is the home of the Roper Cowboy Marketplace, which features more than 300 vendors and 180,000 square feet of exhibit space.

The New York New York resort is proud to sponsor the bareback riders, and the “big city has gone country” in the heart of the Strip. Viewing parties and more plus NFR packages are available.

It’s Rodeo Week at the Tropicana, with free viewing parties at the Trago Lounge located inside Robert Irvine’s Public House plus live entertainment nightly and giveaways. Special NFR packages are also available at the Tropicana.

The Rio is the official home to Stetson Country Christmas and offers free admission, free parking and more. The show features more than 275 vendors, autograph signings and gifts and gear for all things country and western. The show runs from Dec. 2-12.

Downtown Las Vegas, home of the Fremont Street Experience, kicks off the NFR each year with the Downtown Hoedown that features live music and more.

The Downtown Grand, located one minute from

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Fremont Street, features free live viewing parties, NFR hotel and ticket packages, food and drink specials and more.

Also downtown is the D Las Vegas, which hosts the NFR Ultimate Watch Party at the Downtown Events Center from Dec. 2-11.

Also, check out the award-winning Andiamo Italian Steakhouse at the D. The Downtown Events Center features nightly viewing parties.

The Golden Nugget, a legendary downtown resort, is once again going big for the NFR with live shows from Joe Dee Messina (12/2), Ronnie Milsap (12/6), Terri Clark (12/8) and several others.

Plus, a barrel racer autograph session is scheduled for noon on Dec. 3 at the Grand Foyer.

The Core Arena is now a hot spot during NFR and was built by the Plaza, which offers room rates starting at $32 and other NFR deals including free viewing parties and more. It’s “the wild and styled west” at the Plaza.

For more about Downtown NFR’s activations, flip to page 24.

There is only One NFR. There is only One Vegas!

PHOTOS: REBA, BROOKS & DUNN - TOM DONOGHUE; SHANIA TWAIN - DENISE TRUSCELLO; GEORGE STRAIT -BRENTON HO.

HOME SWEET HOME

Country heavyweights Shania Twain (Planet Hollywood,bottom), George Strait (T-Mobile, right) and Reba, Brooks & Dunn (Caesars Palace, bottom right) always are a hit in Vegas each December.

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MAKING YOUR NFR PLANS ARE SIMPLE Click on the ONE VEGAS/STAY YOUR WAY info page to customize your entire NFR and Vegas vacation

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verything surrounding the 2021 Wrangler National Finals Rodeo®, which returns to Las Vegas Dec. 2-11, has been pulled apart, scrutinized and then reassembled. The result are many new and exciting initiatives for fans.

One such major and exciting element that will

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be introduced for 2021 is the ONE VEGAS/STAY YOUR WAY initiative, which puts every option you can imagine right in front of you, for your consideration.

It’s the entire menu of happenings that surround the world’s biggest and baddest rodeo.

Join us for live entertainment every night during NFR . ®

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which for the first time since 1985 wasn’t contested at the iconic Thomas & Mack Center in Las Vegas,” says Pat Christenson. “But we used the extra time in 2020 to plan and implement the most exciting, all-encompassing and immersive plan in Wrangler NFR history. Maybe the best example is the new ONE VEGAS/STAY YOUR WAY initiative.”

ONE VEGAS/STAY YOUR WAY was created to better connect Wrangler NFR fans to the vast assortment of experiences in hotels and allows you to customize your entire NFR Experience in Las

perience.com/StayYourWay. What is available are immersive and comprehensive lists and links to all the official hotel and entertainment options. W hether it’s a concert, The Cowboy Channel Cowboy Christmas, the YETI Junior World Finals, a viewing party, or just finding that special place to re-connect, all the information you will ever need about your NFR/ Vegas experience is at your fingertips.

It’s Vegas. It’s your way.

There is only one NFR. A nd there is only one Las Vegas.

Welcome back … and let’s all ride … together.

DECEMBER 2 - 11, 2021 “‘Brilliant’ is a brilliant word NFRexperience.com/StayYourWay

to describe the 10 days of the Wrangler NFR.” -- Hailey Kinsel, Barrel Racing World Champion

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PHOTO: TOM DONOGHUE.

ONE VEGAS

Every December, Las Vegas transforms into the ultimate Western party. With a party this big, rodeo fans can use a helping hand. Whether you’re looking for Info: NFRexperience. a viewing party, theabout hottest transportation Vegas. or simply a place to relax “We missed everything theconcert, com/StayYourWay Wrangler National Finals Rodeo, are available at NFRexor recover, finding your custom NFR Experience justAll gotdetails easier.

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PHOTO: STEVE F GRAY.

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Shad Mayfield, Tie-Down Champ

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PHOTO: STEVE SPATAFORE.

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here are many ways to describe the 10 go-rounds of the Wrangler National Finals Rodeo® in fabulous Las Vegas, but one of our favorite descriptions came recently from 2020 saddle bronc and all-around champion Stetson Wright.

“What comes to my mind about Vegas and the NFR? Big money and rank stock,” said Wright, simply and matter-of-factly, during a break from promotional appearances at the new Circa Resort in downtown Las Vegas.

He and several of his fellow world champs were back in Vegas this spring to help kick off the excitement for 2021, as the rodeo is scheduled to make a triumphant return to the city that glitters.

“Everything in Vegas is just unreal, from when you leave the Thomas & Mack Center, to all the fun stuff all around the city,” Wright said. “There’s nothing about being a part of the NFR and Vegas that isn’t good. Actually, the only thing that sucks about the NFR is it comes to an end every year.”

It’s a return home to Las Vegas in 2021 after a year in Texas due to the COVID-19 pandemic and everyone is thrilled, especially the competitors.

For most of the world champs, it means a return

to the dirt of Las Vegas while other competitors can’t wait to taste and smell it for the first time.

Steer wrestler Jacob Edler, who won a world title in his first NFR appearance in 2020, believes he can understand how different Vegas will be despite having never performed in the Thomas & Mack Center.

“When I think about Las Vegas, I think about energy,” Edler said. “I’ve never gotten to come here as a contestant, but I came once as a spectator. Even by just sitting in the stands in the Thomas & Mack Center, you could feel all of the energy in that building when you step inside. Just being there watching was very motivational and there wasn’t any other place in the world that I stepped into that ever felt like that. Texas did great last year with all the circumstances that happened, but it’s not Vegas. You don’t feel the same energy in that building and now that I will (hopefully) finally compete in Vegas, I just expect it to be a little bit more upbeat, a little more tense, and a lot more exciting.”

Shad Mayfield, the 2020 tie-down roping world champion, competed in Las Vegas prior to earning his first gold buckle last year in Texas, and can’t wait to return and defend his title.

“Being in my first NFR in Vegas (2019) was a 19

special moment for me,” Mayfield said. “I got to ride in for the grand entry, and I will never forget that first go-round there in Vegas. That’s when nerves really hit you and you kind of get a real feeling that you’re at the NFR. We come into the arena for the calf roping from the tunnel, so you don’t really get to see what you’re coming into until you are riding into the box and they’re calling your name. Then the crowd is going crazy and that’s pretty exciting to see. The Vegas entrance is unlike any other rodeo because usually you can see everything because other rodeo arenas are so open. It’s a cool feeling and it just pumps up the adrenaline. The spotlight is on you and it’s go-time. There isn’t any other feeling like it.”

Kaycee Feild, a 5-time bareback world champion, loves the excitement of Vegas like everyone else, but also knows that he and the other competitors are in for the most difficult 10 rodeos of their lives.

“Vegas and the NFR are awesome, and it comes down to who is the toughest guy after 10 nights,” Feild said. “I don’t know why, but

it just seems like the NFR after 10 nights and consecutive rodeos, it’s like, ‘man, who’s the toughest Iron Man.’” To get through those 10 nights, Feild said the fans are a big help. And after a long career in rodeo, he admits that he never heard the folks in the stands until his first NFR. “The energy in that arena is indescribable,” Feild said. “I’ve been on thousands and thousands of bucking horses, but I never heard the fans until here in Las Vegas. Especially during the 10th round because as soon as you nod your head, you hear the stands and the fans during every single second of that eight-second ride. You don’t get that anywhere else and you can’t replicate it, whether it be any other extreme sport, you can’t replicate the energy we experience in Las Vegas at the NFR and in the Thomas & Mack Center.”

The fact of the matter is that earning a trip to the Wrangler National Finals Rodeo in Las Vegas is a dream come true for each of the competitors, no matter the discipline. And the cowboys and cowgirls are the

“I don't know why, but it just seems like the NFR after 10 nights and consecutive rodeos, it's like, ‘man, who's the toughest Iron Man.’”

--Kaycee Feild, 5-time bareback champion 20

PHOTO: CLAY GUARDIPEE.

MEMORIES

All-around champ Stetson Wright says, "The only thing that sucks about the NFR is that it ends."

COUNTRY MUSIC CELEBRATION

SADDLE UP FOR THE SHOWS DECEMBER 2021

DECEMBER 4

BRANTLEY GILBERT DECEMBER 8 & 9

CODY JOHNSON

DECEMBER 10 & 11

DIERKS BENTLEY

TICKETS & INFO AT COSMOPOLITANL ASVEGAS.COM

Event subject to change. Management reserves all rights.

type of folks who don’t take any of it for granted, especially Edler.

“It’s incredible to think about the NFR and being in it,” Edler said. “I’ve dreamed about it and worked at it since I was a kid, and this is really a dream come true. Seeing all of your hard work that you have been putting in for years and years finally come to fruition is humbling. And being able to make a living doing what you love is amazing. There’s a lot of people who dream of doing this for a living and for it finally to become a reality for me, I’ve got to pinch myself every now and again, just to make sure I’m not dreaming.

It’s the best feeling.”

Edler’s path was winding and a final stop of each year at the NFR was never guaranteed. And for much of his career, it seemed like a fantasy.

“If I was writing my story in rodeo and the NFR, I’d definitely have to put struggle in that story,” Edler said. “I finally had as good of a year as I possibly could have last year. I won the world and I won the average, but it was truly a Cinderella story leading up to that point. I didn’t grow up in a rodeo family. I was just a farm boy from Iowa and I didn’t start riding a horse until I was 13-years old. I had to really work hard at it every single day and there was nothing that really came easy. After every year of rodeo, it seemed like I’d have piles of credit card debt. I’d have to go to work for about four months straight and get it all paid off just to start at zero again the next year. So, if you’re willing to put in the work and put up with the struggle, great things can happen, but you have to be able

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to handle that physically and mentally and take your punches. But, again, if you put in enough time and hard work, your goals will finally come to the surface.

At least that is what happened for me.”

Las Vegas and the NFR is always in the dreams for pretty much anyone who appreciates the country & Western lifestyle. And for contestants, earning a trip to the NFR … in Las Vegas … is a driving force.

“I’ve been doing this for a long time now and sometimes it’s hard to find motivation to prepare,” Feild said. “It’s hard to find that motivation to really set your goals higher than you’ve ever set them before and to train harder than you’ve ever have.

But coming back to Vegas after being absent last year, there’s a certain amount of excitement--and motivation--to prepare to get back here. It gives you motivation because you can’t replicate the NFR in Vegas. Plus, I think I have an advantage because to get ready for this event, those 10 grueling days, I don’t think anybody else can prepare like me because I’ve seen it come here for the first time in 1985, I’ve been here and won a world championship, and I’ve watched it leave and go somewhere else. And now to come back and be familiar with the city and familiar with the venues is something very exciting. And that energy adds a whole new level of pressure, and not a lot of guys can handle that pressure.”

It’s Vegas.

It’s the NFR. It’s big money and rank stock.

Stetson Wright--and the rest of them--said so.

PHOTO: STEVE F GRAY.

MEMORIES

For each competitor, the NFR is a dream come true. For Jacob Edler, it seemed like a fantasy.

P U T E G N W O T N W DO NFR ULTIMATE WATCH PARTY DECEMBER 2 – 11, 2021

OFFICIAL NFR SPONSOR

THED.COM

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ROPE IN YOUR ROOM DINE LIKE A COWBOY ALL-NIGHT RODEO ACTION

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A NEW BUT FAMILIAR BEGINNING

Downtown eager to show off new toys

BY PATRICK EVERSON

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PHOTO: STEVE SPATAFORE.

he view on Fremont street just got brighter. “We have a new $32 million screen,” said Paul McGuire, chief marketing officer for Fremont Street Experience. The massive pillars that support the canopy have LED screens of their own. “Previously we needed darkness to operate the screen. Now, we can use it 24/7. You marry the two together and it provides an immersive visual experience.”

PHOTO: FREMONT STREET EXPERIENCE.

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Then there’s also the glorious new elephant in the McGuire’s point. He’s eager to have another downFremont Street room. town property--Stevens also owns The D and the “Since we last experienced the NFR we have a Golden Gate--in play for the NFR. brand-new shiny toy called Circa,” McGuire said, allu“We’ve always been a big supporter of the NFR, ding to the bold downtown casino that opened in the even before my time in Vegas with the Golden Gate and fall of 2020, the brainchild of Derek Stevens. “Circa The D,” said Stevens, who as a Las Vegas Events board complements very nicely the NFR itself.” member has been prominent in promoting the NFR. Every year, downtown Las Vegas--more speci- “With Circa coming into the mix it provides another fically Fremont Street--plays an integral role in the alternative for people staying downtown. Even with Wrangler National Finals Rodeo® experience. On the the pandemic, Las Vegas never stopped growing. If Wednesday night prior to the first go-round – Dec. you haven’t been here in two years or longer, there’s 1 this year –Fremont Street Expea lot of new in Las Vegas. We at rience plays host to the Downtown Circa are certainly excited to be Hoedown. involved, excited to have the NFR In just the past few years, the back in town. We’re gonna cater Downtown Hoedown has attracto a lot of cowboys and cowgirls ted fan favorites such as Rodney and their fans.”

Atkins, Neal McCoy, Kip Moore, And it won’t be just at --Paul McGuire, Fremont Street Experience CMO. Chris Janson and Corb Lund.

Stevens’ sparkling new venue“The Hoedown is an absolute --which features Barry’s Downblast for us,” said McGuire. “It’s rare we can activate town Prime steakhouse, incredible views from the all three of our permanent stages. This event starts rooftop Legacy Club and the popular Stadium Swim early enough in the evening that it allows us to feature venue--but at the Downtown Las Vegas Events Center, all three stages. The vibe of the city, all those cowboys which has one of the larger footprints for NFR viewing and cowgirls come out, it’s a tremendous event and a parties. great, positive crowd.”

“The key for us is what we’ve done at the DownAnd the Hoedown is just the beginning. Fremont town Las Vegas Events Center,” Stevens said. “We Street rolls out the red carpet for rodeo fans all 10 show the NFR live every night. We bring in music, nights of the NFR. The video canopy is among the there’s a dance floor, the live rodeo feed, great food outdoor highlights and it’s gotten a big jolt of energy and drink. People often come to the NFR for four days, since the last Vegas-hosted NFR wrapped up in Decem- but maybe only attend the NFR on one or two nights. ber 2019.

So then they’re looking for other venues to come and Stevens, one of the biggest cheerleaders in brin- watch. Watch parties are really up our alley and we’re ging Las Vegas back from a lost year, won’t argue planning on blowing it out this year.”

“The Hoedown is an absolute blast for us."

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PHOTO: BLACK RAVEN FILMS.

DOWNTOWN NFR

Live music, like from David Lee Murphy, makes Downtown come alive during NFR and all of the time.

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DECEMBER 2

The Golden Nugget has a long and successful relationship with the NFR, which started in Vegas in 1985.

Hollie O’Brien, vice president of marketing for the Golden Nugget, is also eager to get this show back on the road in 2021.

“Obviously we consider ourselves to be part of the fabric of Las Vegas and of downtown,” O’Brien said. “We have a rich history with and loyalty to the NFR. We were one of the very first properties to provide headline entertainment during the NFR.” Charlie Daniels, Tanya Tucker and countless others made their way through the Golden Nugget’s showroom over the years. Tucker is back in 2021, on Dec. 3, along with star power each night from Dec. 2-10.

“We’ve got Jo Dee Messina on Dec. 2 (opening night) and Jamey Johnson on Dec. 10,” O’Brien said. “Jamey Johnson is already 85 percent sold out.

We have phenomenal entertainment every night.

Let’s face it, the party is still going after the rodeo each night.”

With the Golden Nugget having to cool its heels in the two years since the last Vegas NFR, O’Brien and her team used the time to improve the experience.

“We’ve changed a bit, too,” O’Brien said. “Right before the COVID closure we were set to open the Salt Grass Steakhouse. It’s a legendary restaurant that has roots in Texas. It fits right in with the NFR motif.”

The Cowboy Channel--itself a growing component of the NFR as the title sponsor of what’s now the Cowboy Channel Cowboy Christmas--popped into Salt Grass to do some features on the new restaurant.

“It’s stick-to-your-ribs, phenomenal cowboy food,” O’Brien said.

The Golden Nugget also serves as headquarters to the 15 barrel racers who qualify for the Wrangler NFR. That in itself is a welcome recurrence for O’Brien.

“The girls come out and line up around the building for autograph sessions,” she said. “It’s very sweet.”

The Golden Nugget also fills up its retail stores

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with themed merchandise ranging from Western wear and bags/purses in the clothing/gift shops, to cowboy/ cowgirl cookies and confections at The Chocolate Box. With everything at the Nugget, along with all the amenities of the rest of Fremont Street Experience, it’s a start-to-finish prime venue for the NFR. “We’ve got the Hoedown and you can stay entertained by coming into all the properties, see all the dining options and viewing parties,” O’Brien said.

“It’s just a phenomenal whole 11 days, all themed around the NFR and everything Western.”

After a year away, the NFR’s return and downtown Vegas’ role in the event can’t be overstated, according to McGuire.

“The NFR was really missed for the vibe it brings,” he said. “The NFR is huge for the destination and then we’re a destination within the destination. We have everybody coming down here to set the tone. We are absolutely thrilled to have them back and this year will be bigger and better than ever.”

PHOTOS: BLACK RAVEN FILMS.

DOWNTOWN NFR

Three live stages and thousands of fans officially kick off NFR in Vegas each year.

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Caption here with some explaination of photo.

ACTIVITY HUB Interactive experiences, entertainment abound at Thomas & Mack Center

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ans lucky enough to attend a performance of the Wrangler National Finals Rodeo® this December will be in for a treat from the moment they arrive at the Thomas & Mack Center.

Whether it’s live entertainment, interactive exhibits, food, drinks, merchandise booths or great places to take in the pre- and post-event shows, this year’s setup will have it all. Outside the Thomas & Mack Center, rodeo fans can explore the Polaris ProRodeo Fan Zone, a one-of-a-kind interactive space where visitors can do everything from take their photo at the Priefert Bucking Chute photo station and buy official

NFR merchandise to enter to win a RAM Truck and ride a mechanical bull at the Coors Banquet Bar. Live music, the GoRVing traveling setup area and interaction with the Pendelton Whisky team are just a few other elements that will make the Polaris ProRodeo Fan Zone a must-see attraction at the rodeo.

Once inside the Thomas & Mack Center, fans can make their way to the newly branded Aces High Saloon & Exhibit, a 36,000-square-foot hospitality area at the northwest end of the arena. The area will feature a saloon and a 2,500-square-foot, glass-enclo-

This year’s enhancements at the Thomas & Mack Center are illustrations of an unending commitment from Las Vegas Events and the PRCA to improving and evolving the fan experience at the world’s richest rodeo.

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PHOTO: STEVE SPATAFORE.

BY NEAL REID

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gler National Finals Rodeo back in Las Vegas, and we have made significant enhancements to the Thomas & Mack Center’s interactive areas for this year,” said Michael Mack, vice president, communications and marketing for Las Vegas Events. “The Wrangler NFR is a one-of-a-kind experience. We’re excited to be debuting the re-branded Aces High Saloon and Exhibit, which will give fans an upgraded hospitality hub to enjoy themselves before, during and after the rodeo.

When you consider the Polaris ProRodeo Fan Zone, the Aces High experience, Cowboy Corral and a strong slate of vendors and food and beverage options, rodeo fans will have an endless array of fun ways to enjoy the greatest rodeo in the world.”

PHOTOS: STEVE SPATAFORE.

THOMAS & MACK

sed balcony with views of the Las Vegas Strip.

The Cowboy Channel will host its Wrangler NFR Pre-Show starting at 5 p.m. and the rodeo’s wrap-up show immediately following the end of the performance each night.

An additional highlight will be an all-encompassing exhibit detailing the 35-year history of the NFR in Las Vegas.

Access to Aces High is available to all fans with a Wrangler NFR ticket for that evening’s performance, and the area also will feature the live broadcast of the rodeo each night, including a large-screen projection.

If that wasn’t enough, the facility’s Plaza area will feature a variety of food vendors and sponsor activation locations. In addition, the Cowboy Corral – sponsored by RMEF – will feature The Brit Stokes Band and Cowboy Revival artists during the pre-show, with The Brit Stokes Band returning to the stage after the rodeo each night.

This year’s enhancements are illustrations of an unending commitment from Las Vegas Events and the PRCA to improve and evolve the fan experience at the world’s richest rodeo.

“We couldn’t be more thrilled to have the Wran-

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CHANNELING CHRISTMAS JOY

A new partnership with Cowboy Channel has the epic Cowboy Christmas galloping to new heights

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as Vegas Events has had numerous brands ask to put their name on their prized possession, Cowboy Christmas. But the bar was set very high. Maybe a brand associated with the Western way of life. Perhaps a clothing company or another entity in the cowboy/ cowgirl merchandise space looking to up its profile and strengthen its connection to the Wrangler National Finals Rodeo®.

But when Patrick Gottsch, CEO of RFD-TV,

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which owns The Cowboy Channel, approached Las Vegas Events vice president of marketing Bo Gardner, he had him at hello. All the stars aligned: A chance to partner with a company that would showcase every aspect of Cowboy Christmas rather than a partner that might be in competition with some of the exhibitors.

So, when the NFR returns to Vegas in December, so will the massive expo at the Las Vegas Convention Center’s South Halls, under the moniker: The

PHOTO: STEVE SPATAFORE.

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BY PATRICK EVERSON

Cowboy Channel Cowboy Christmas.

“It’s the first time that Cowboy Christmas has ever had a title sponsor,” Gardner said, pointing to Patrick Gottsch, as key to forging the partnership. “It’s just a perfect fit because in the overall scheme of things, it brings such strong value to Patrick’s brand and our brand. He has the opportunity to inherit 230,000plus attendees and it benefits all of our exhibitors and sponsors to know The Cowboy Channel is there.”

The Cowboy Channel took over NFR broadcast rights last year, replacing CBS Sports Network, and had a good run under the circumstances. Due to pandemic restrictions, the NFR had to take a one-year leave from Las Vegas and was held in suburban Dallas. But the Cowboy Channel improved the NFR’s TV ratings.

Still, Gottsch and his peers at RFD-TV--which has long been involved with Cowboy Christmas--were eager to get back to Las Vegas while seeking ways to have a larger presence on the massive Western lifestyle expo.

“Cowboy Christmas has always been something we’ve looked forward to every year,” Gottsch said.

“I don’t know how it can get more perfect.

Getting to sponsor it and have it called The Cowboy Channel Cowboy Christmas, it’s a no-brainer. We can get so much benefit all year along.

“It’s a great marketing opportunity for both organizations. We can market it all year long and get people excited.”

And it’s not just The Cowboy Channel Cowboy Christmas. Much of the second floor of the expo is occupied by the Rocky Mountain Elk Foundation’s Hunter and Outdoor Christmas.

“We do overlap with Cowboy Christmas,” RMEF CRO Steve Decker said, noting that like everyone else, he’s eager for the Vegas return. “The live stage is downstairs, and we produce half the content on that stage. We’re 100 percent partners on that. It’s just the semblance of getting back to normal. Being away for a year we’re really pushing the consumer experience.

It’ll be everything it has been historically and more.

And for those who have never attended it’s an experience everyone needs to see.”

Decker said the Hunter and Outdoor Christmas is still in the planning stages but he’s promising expo goers an expanded experience on both floors of the convention center.

“Every vendor is returning, plus some, and we’re looking at a couple of new interactive events,” Decker said. He specifically noted the new Cowboy Revival each afternoon on the main level’s live stage hosted by country music writer and artis-

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THE COWBOY CHANNEL COWBOY CHRISTMAS

PHOTOS: STEVE SPATAFORE.

More than 350 exhibitors are enjoyed by thousands who also experience live music, autograph sessions, food and more.

t--and former rodeo and popular Outside cowboy--Shane Minor. the Barrel with Flint The show will focus on Rasmussen at 11:15 the history of traditioa.m.; then the Cowboy nal country music.

Revival at 12:30 p.m.; In the wake of a and each afternoon lost year, Decker is pleawraps up with the sed that Hunter and all-new Cowboy ChanOutdoor vendors can nel NFR Tailgate Party get back on track. which will start at 1:30 “It’s an opporp.m. tunity for our exhibi“We’re copying tors to get down there GameDay on ESPN,” and do what they do,” Gottsch said of the Tailhe said. “These are a gate broadcast. “It’s a lot of small businesses, couple of hours before -- Patrick Gottsch, RFD-TV CEO and this expo is a big the rodeo and it starts part of their success. A our broadcast afterlot of these small businesses depend on it. It’s a criti- noon. We’ve got the pregame show, then the rodeo, cal source of revenue. It’s a great way for these small then the postgame show, then the gold buckle cerebusinesses to end their year.” mony.”

Likewise, The Cowboy Channel Cowboy ChristAdded Gardner: “We were trying to find a locamas is expanding. Gardner and Gottsch echoed tion for the Tailgate Party in Vegas. With the attendance Decker’s enthusiasm over the live stage schedule: The at The Cowboy Channel Cowboy Christmas, it just Cowboys for Conversation Calcutta, which kicks off made sense to have it there, building up to the festivithe day at 10:15 a.m; followed by the long-running ties of the rodeo each night. The live stage is comple-

The live stage is where the fun happens and stars are seen

PHOTO: STEVE SPATAFORE.

THE COWBOY CHANNEL COWBOY CHRISTMAS

“Cowboy Christmas has always been something we’ve looked forward to every year. I don’t know how it can get more perfect. Getting to sponsor it and have it called The Cowboy Channel Cowboy Christmas, it’s a no-brainer.

We can get so much benefit all year long."

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saddle up and join the party center-strip.

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is a proud sponsor of the Bareback Riders.

tely renovated, it’s upscale, and the overall production will replicate what you see on a regular TV show.

It’s a first-class stage.”

The NFR Tailgate Party wraps up each day at 4 p.m., as does Cowboy Christmas, giving rodeo fans enough time to get to either the Thomas & Mack Center or a viewing party before the new nightly NFR start time of 5:45 p.m. PT. That’s an hour earlier than the decades-long precedent, an adjustment that Gottsch expects will further boost TV ratings.

Cowboy Christmas will have more exhibitors. Gardner said through relationships built in Texas at last year’s one-off NFR, Cowboy Christmas found a home for 35 exhibitors that previously weren’t in the expo. Among the newcomers is King Ranch, a renowned leather goods, Western apparel and outdoor products company based in Texas, where it has a 160-year history.

“We’ve been to the NFR a few times and have looked at Cowboy Christmas,” said Lance Hancock, retail operations manager for King Ranch. “Last year, with the NFR coming into our backyard in Texas, it kind of connected all the dots. We’re excited about going to Cowboy Christmas. We think it’s a logical fit for King Ranch to be in Las Vegas to catch a customer base we currently don’t have. A lot of folks visit Cowboy Christmas from the West Coast, from California and Oregon and Washington.

“So this is another touch point for us to engage customers and tell them the story of King Ranch.”

King Ranch is hardly alone in that objective, joining more than 350 Cowboy Christmas exhibitors, plus hundreds more at the Hunter and Outdoor Christmas. In fact, there are more exhibitors wanting in than space will allow, a sign exhibitors--much like millions of people across the country--are eager to travel and get on with life.

“This is the largest waitlist we’ve ever had, close to 200,” Gardner said. “It’s a good problem to have.”

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A better problem is there’s an extra day--or at least a few hours on that day--for shoppers, rodeo fans and vendors alike. This year, Cowboy Christmas kicks off Wednesday, Dec. 1, one night before the NFR, with a Christmas tree lighting ceremony and the opening of the entire expo floor from 5-10 p.m.

“That will create a whole new experience,” Gardner said. “It’s going to be a party and the whole Cowboy Christmas will be open. We want to make a big spectacle.”

Thanks to a year spent brainstorming, and to the key partnership with the Cowboy Channel, that spectacle will run right through the NFR’s culmination on Saturday, Dec. 11.

“I’m really excited about Vegas in 2021,” Gottsch said, noting high turnout at many rodeos broadcast

by The Cowboy Channel. “I think it’ll be the best-attended ever. We’re seeing it everywhere we go. People have come out of COVID with a new appreciation for rodeo. I think they’ll show that appreciation by coming to Vegas. The Western lifestyle business is not just up, but it’s exploded this summer, and rodeo is rural America’s sport.

“We’re gonna put everything we’ve got behind this. Having a rocket ship at Cowboy Christmas is what we’re pointing toward, and we’re looking forward to doing it for many years to come.”

PHOTO: STEVE SPATAFORE.

THE COWBOY CHANNEL COWBOY CHRISTMAS

Autograph sessions like with the Wright brothers are always a highlight.

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“

bring it

Riding bucking horses is like life. You get bucked off, you get back on and you keep going.

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FUTURE INVESTMENT The always evolving YETI Junior World Finals produces top rodeo talent, stars of tomorrow

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he Las Vegas Convention Center is a beehive of activity each year when the Wrangler National Finals Rodeo® comes to town, and this December will be no different.

Not only will rodeo fans from across the country see the sport’s elite compete at the world’s richest rodeo, but they can enjoy the city’s nightlife, do some shopping at The Cowboy Channel Cowboy Christ-

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mas and check out an event that has developed into a hidden gem--the YETI Junior World Finals.

Set in the convention center’s Wrangler Rodeo Arena and featuring more than 800 of the nation’s top junior rodeo contestants aged 8-19, the Junior World Finals has evolved into a proving ground for the stars of tomorrow.

Las Vegas Events (LVE) exclusively produces the

PHOTO: TOM DONOGHUE.

BY NEAL REID

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JUNIOR WORLD FINALS

Junior World Finals. This year it will boast a total of $1 million in cash and prizes when it runs Dec. 2-11.

The country’s best juniors will be pitted against one another in nine events: bareback riding, steer wrestling, team roping, tie-down roping, saddle bronc riding, barrel racing, bull riding, breakaway roping and pole bending.

"By all measurements this is the biggest junior rodeo event in the world,” said LVE’s Bo Gardner, the event’s general manager. “It took a while to get here, but every year we improve it. This year it will payout $1 million in cash and prizes.”

“They’re the ones who drive this event. They just The arena, which will feature a new design cour- love working with these kids. It’s a beautiful thing.” tesy of Junior World Finals Assistant General Manager And the young cowgirls and cowboys have deliBrilynn Bentley, will occupy approximately 60,000 vered. The level of competition is second to none in square feet of exhibition floor, will be flanked by 1,100 the junior ranks, with former standouts advancing seats and the Priefert Platform observation area and an to successful professional careers and even contesadditional 15,000 square feet of viewing space within tants like steer wrestler Bridger Anderson going on Bite & Brews. It’s an event within an event, and the to the Wrangler NFR. rodeo routinely sees 5,000-7,000 visitors stop by “We can’t get any more contestants at the Junior throughout the day.

World Finals, we’re maxed,” Gardner said. “But now, Those spectators can take in the roughstock the quantity becomes quality. These kids can compete events from 9 a.m.-4 p.m. PT Dec. 2-6, with the with adults who have been doing it for years.” timed events following from 8 a.m.-4 p.m. Dec. Gardner said organizers expect the nine events’ 7-11. local and regional qualifiers--held throughout the With a dedicated staff and a strong sponsor year in 30 states and four countries--to eclipse family--most of whom have been there since Day 1 7,000 total entries in 2021. in 2015--the Junior World Finals has grown into an “Our qualifiers are going great, and there’s a established diamond in the world of junior rodeo. real buzz about the Junior World Finals this year,” Professional announcers, an arena staff managed by Kaminski said. “Junior rodeo is very deep and former Helldorado Days Executive Director Duane strong these days and we’re excited to be doing LaDuke, a dedicated six-pack of event producers our part to give opportunities to competitors across that includes ProRodeo Hall of Fame Steer Wrestler the country. We can’t wait to get back to Vegas, and Ote Berry and two-time World Champion Barrel it’s going to be another great show.”

Racer Kelly Kaminski and the infrastructure estaFeeding the sport’s pipeline and an inherent love blished by LVE are just a few reasons the event has of the sport is what fuels the organizing team’s fire. soared to such heights.

“We all love working with these kids,” Gardner said.

Throw in quality products provided by A3 Merchan- “They are self-motivated. They are hungry to compete, dise/ProRodeo Gear, host hotels like Sam’s Town and yet do it in a friendly way.” the Plaza Hotel Casino, and the best of rodeo’s spon“It just puts a smile on your face to watch them sor family providing awards and prizes, and the event all unite, but still compete. They’re polite and has a proven recipe for success. respectful, and it makes it so much “It’s been amazing to keep that easier to help them and want to do more For more information go team together,” Gardner said. for them.” to: NFRExperience.com

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High-level country & Western competition is everywhere in Las Vegas each December • World Series of Team Roping • ALL IN Barrel Racing, Breakaway • Bullfighters Only • Miss Rodeo America

PHOTO: STEVE SPATAFORE.

Continued Page 44

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A ROPER’S RETURN

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housands of the top team ropers, their families, sponsors and livestock are scheduled to once again descend upon the South Point from Dec. 4-11. An estimated $14 million will be on the line for the 4,000 competitors. Admission is free for fans to attend.

There is no event that is part of the NFR Experience that has as many moving pieces as the Ariat WSOTR. The South Point’s owner, Michael Gaughan, a ProRodeo Hall of Famer, continues to invest in equestrian events. His support has allowed WSOTR to expand and a new venue will also make the overall event more enjoyable.

“In 2020, South Point built the Farnham Arena.

The additional arena will allow us to shorten our daily schedule by nearly a third, giving our contestants and guests more free time for Vegas,” Audra Gentry, World Series of Team Roping media communications director. “The prestige and Info: size of this event could not be what it

is without this partnership with South Point. We couldn’t pull it off without all their assistance at every level. This is the premier horse venue. The number of South Point employees dedicated to our event nearly equals our own. This event is literally a partnership.”

“We are extremely excited for the ARIAT World Series of Team Roping Finale event to be back in Vegas,” Gentry says. “Obviously, there is tremendous anticipation. This is the richest performance horse event in the cowboy world and nearly half of our contestants from last year pushed their entries to 2021, wanting to make sure their spots were reserved. Reservations for hotels and stalls have been in place for a full year and some of our contestants have had their plans set for over two years.”

By its nature, team roping is a sport that promotes the new normal of “social distancing” and because of that, Gentry says the competitors are moving on while taking proper precautions.

Cowboys and cowgirls take major

WSTroping.com

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PHOTO: COURTESY WSOTR.

The $14 million ARIAT World Series of Team Roping to Run Again at South Point

Covid and still do the things we enjoy. The sport of team roping has continued to thrive and will thrive again in Vegas.”

New in 2020 and caused by the pandemic were “practice pen qualifiers” that were held throughout the country and in home arenas. It was a unique experience and captured the unique vibe and atmosphere of team roping.

From WSTroping.com: “Several thousand teams took us into their home arenas; ground zero for all team roping. We saw every type of arena from fancy indoor operations to makeshift wooden ranch pens. We saw every type of cattle you can imagine, dairy, longhorn, Corrientes, highlander, all sorts of beef breeds and some muleys. … If we had to describe what we saw at those home arenas, the best description was just pure basic fun. Families and friends yelling and clapping for each catch, wives cheering on some runs and giving sarcastic play by play on others.”

Not to take away from these local qualifying events, but the fun and excitement will be notched up a level or two in Vegas and at the South Point.

And everyone is certain of that.

There is only one WSOTR. There is only One Vegas!

“The prestige and size of this event could not be what it is without this partnership with South Point.”

–Audra Gentry, World Series of Team Roping.

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TEAM ROPING

precautions to not get kicked in the gut, but that is pretty much what happened to event organizers and competitors in 2020.

“The sudden cancellation last year due to Covid19 left us a little shell shocked,” says Gentry. “In a way, it has elevated everyone’s appreciation for the event, although a general characterization would be like other major events planned for Las Vegas: optimistic. Everyone knows there will be a new normal and are anticipating what it will look like not only for this event, but for all Las Vegas events.”

What it will look like is team ropers of all levels and walks of life competing for huge cash in several South Point arenas, a true Equestrian-friendly hotel and resort that also features hundreds of onsite horse stalls to make it easy for competitors.

“The resilience of this sport despite Covid-19 is impressive,” Gentry says. “We are fortunate in the horse world that physical distancing is a given and for the most part, team ropers continued to rope through the pandemic last year. Team ropers have resolved themselves to the fact that Covid is something that will be with us forever.

Most are moving on and figuring out how we will coexist with

A million bucks is up for grabs for ALL IN racers.

ALL IN, ALL BACK

The million-dollar ALL IN barrel race and breakaway roping gallops at The Orleans

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hile many rodeo fans are focused on the Wrangler National Finals Rodeo® coming back to Las Vegas this year, and with good reason, there’s another event that should be on rodeo fans’ radar: the ALL IN Barrel Race presented by Stetson.

The event, which will be held at the Orleans Hotel & Casino just off the Las Vegas Strip, will feature some 1,200-barrel racers that will converge on Vegas in search of their share of nearly $1 million in prize money. For fans, admission is free to watch the racers and horses get after it.

The event will feature a pair of weekend races, the first one Dec. 2-4, 2021, and the second, Dec. 9-12, 2021.

And it’s open to everyone. There is no qualifying.

If you think you’ve got what it takes to win, all you’ve got to do is sign up.

The ALL IN Barrel Race is in its sixth year and event producer Chris Woodruff said 2021 has everyone

46

thrilled.

“We’re excited to be back in Vegas after last year,” he said. “Our biggest goal is to give everyone in the barrel racing industry the chance to compete in Las Vegas with all of the celebration and excitement that goes along with it.”

The growth the event has seen is impressive and is drawing more and more women (and men, but more on that in a minute) of all ages into the fold.

What’s the big draw?

“The NFR has the top 15-barrel racers in the world, but there are thousands and thousands of barrel racers who just want the chance to compete,” Woodruff said. “We’re one of the top paying barrel races in the country, and the experience that we give the racers is impressive. The competition, the pageantry, the excitement, the lights of Vegas, the accommodations … it’s all top-of-the-line.”

And Woodruff was quick to point out it’s not all

PHOTOS: LVBARRELRACE.COM.

BY BILL BOWMAN

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A holiday tradition for decades, Mystic Falls Park, inside Sam’s Town, will be decked out for the holidays with beautiful holiday decor, an exciting laser light show and snow!

ALL IN

The Orleans and ALL IN events are epic for fans, competitors.

women competing.

“Oh, yes, the barrel race is open to men, also,” he said. “There are several guys who do the barrel race, and they are very talented and very competitive.”

Woodruff added the reason so many competitors flock to this event is simple.

“Everything is set up for them,” he said. “When they first arrive at our facility (the Orleans) they are treated like they are one of the champions. The stalls are on site, the arena is on site, the hotel room is provided, truck and trailer parking is all right there. We try to make it as easy as possible so they can just get ready to compete.”

While many sports don’t have huge money tied up in equipment, barrel racing is a whole different breed.

The Orleans may be located off the Las Vegas Strip, “These racers have made a huge investment in their but it’s got all the bells and whistles visitors need to have sport with their horses,” Woodruff said. “They are a great time while they enjoy watching some of the finest worth thousands and thousands of dollars. You also barrel racers compete. have to have a trailer for the horse and a truck to The Orleans is where the glitz and glamour of Las Vegas pull the trailer and the horse. That’s a lot of money meets up with the Big Easy’s flair and flavors. invested.”

Start with 1,886 rooms and To that end, Woodruff suites, add in 12 restaurants and his staff are also putting that serve everything from fine their best foot forward to help dining to fast food, throw in ensure those investments are 137,000 square feet of gaming safe during the event. room and top it off with the “Our dirt is unique,” he 9,500-seat Orleans arena and said of the 3,000 tons of the you’ve got an ideal venue.

-- Chris Woodruff, event producer. special dirt that will cover the For Woodruff, it’s a match Orleans floor during the event. “It has to be manufac- made in heaven. tured and formulated to be able to hold these power“An event like this can certainly be held anywhere,” ful animals safely.” he said. “But there’s something about Las Vegas that Woodruff also has an insider when it comes to just brings out the excitement. There’s really nothing getting unbridled feedback: His daughter, Autumn, like it. We certainly missed it last year.” a 2020 champion.

There’s also a second event on tap during the same “Having her competing gives us an advantage when timeframe: The ALL IN Breakaway Roping set for we’re trying to make sure everything is first-rate,” he Dec. 5-7, 2021, also at the Orleans. said. “We look at all the angles to make sure it’s safe “The ALL IN Breakaway Roping is also growing in for the racers and the horses. We are living the life, as popularity,” Woodruff said. “This is our third year. We well, and know what they want and what they need.” expect about 300-400 for the event and the payout The site, the Orleans Hotel & Casino, will be more than $200,000.” is also one that is perfect for an event of Unlike the barrel racing, this one is For more information this size and stature. for girls/women only. on the two events go to:

“The All In Breakaway Roping is also growing in popularity.”

Lvbarrelrace.com and Lvbreakaway.com

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BULLFIGHTER’S WORLD 2021 The tough-as-nails Bullfighters Only Makes Move to Resorts World

sports and entertainment groups suffered a Info: Bullfightersonly.com big blow. BFO was no different. Our athletes struggled to find work, but all of them still came together to help us put on our events. Our staff worked tirelessly through challenge after challenge to bring BFO back to our fans. And equally important, our awesome sponsors stuck with us. So, to have a 2021 full of successful events like Fort Worth, Reno, Sikeston and Salinas, then have the honor to produce the first-ever freestyle bullfight at the State Fair of Texas, then pack the house in Waco a week later, it’s just been an incredible comeback year for BFO. It took a true team effort to make it happen.”

Now Vegas awaits like a shining star, and Austin and his team look forward to the fans and more.

“I can sincerely say the fans always bring it everywhere we host a BFO and each place has its own unique vibe and energy,” Austin says. “That being said, there’s only one Vegas. The best bullfighting athletes battling for a world championship in this electric, party atmosphere is a show like no other. As much as I enjoy watching and sometimes participating in rodeo, I don’t think there’s another event that brings the intensity and fun of a BFO show. These bulls are truly majestic, treacherous animals. The men who choose to compete against them are special athletes with next-level toughness.”

There’s only One NFR. There’s only One Vegas, and there’s only one BFO.

“What we’ll be able to accomplish at Resorts World is next level … the best bullfighting athletes battling for a world championship in this electric, party atmosphere is a show like no other.”

Joey D. Austin, CEO Hooey Brands and BFO.

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PHOTO: TODD BREWER.

BULLFIGHTERS ONLY

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ullfighters Only (BFO) is now a staple event each December in Las Vegas as part of the many experiences and events held away from the Thomas & Mack Center.

The best bullfighters in the world are thrilled to be back in Vegas and aligned with a new and shiny host partner.

The 2021 BFO Las Vegas Championships move to the new Resorts World (dubbed “Rodeo World” during NFR) Dec. 3-4 and Dec. 9-11 at 1:30 p.m. A world bullfighting title is on the line.

“We had a great run at Tropicana and they were a fantastic partner, but what we’ll be able to accomplish at Resorts World is next level,” says Joey D. Austin, CEO of Hooey Brands and BFO. “First of all, Resorts World is an incredibly cool new place that everyone needs to check out. BFO will have daily entertainment starting at noon leading up to each BFO performance. After the performance, we’ll keep the party going with live music leading into the NFR Watch Party, hosted by Anthony Lucia, which starts at 5:45 p.m. Those who experienced the watch party at Hooey Fest last year know first-hand how fun this will be. Beyond all of this entertainment, there will be a great shopping experience along with other equine events hosted alongside BFO.” As was the case with most sports and leagues, Covid-19 hit BFO hard and caused chaos with the schedule. But now all signs are pointing to the biggest BFO event in history.

“When I think about 2021, I think comeback,” says Austin. “Along with what we’ve all experienced personally since March 2020, many independent

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TWICE AS NICE

Tierney relishing unique opportunity to serve another year as Miss Rodeo America

I

t didn’t take Jordan Tierney long to give an answer last May when the Miss Rodeo America organization asked her to serve another year as the sport’s top ambassador.

The 26-year-old from Oral, S.D., relished the chance to continue to represent the sport she loves, the way of life she’s known since she was first old enough to put on a pair of boots. The picturesque redhead looked at the opportunity--brought on by the curve ball that is COVID-19--to keep the most coveted crown in rodeo for another year as a blessing.

“I made the decision pretty quickly,” said Tierney, who won the title of Miss Rodeo America 2020 at the 2019 pageant. “I have a pretty open-ended view for my future, so it’s not like by saying yes to another year I was having to put off medical school or law school.

So, that made it easy for me.

“I didn’t know exactly what I was saying yes to, but I’m very happy I did.”

Tierney--the youngest daughter of 2008 Pro Rodeo

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Hall of Fame inductee Paul Tierney and 1985 Miss Rodeo South Dakota Robin (Bail) Tierney--was deprived of the standard year of reigning as MRA due to the pandemic. But she still was able to enjoy a good bit of travel and the chance to represent the sport.

“Last year I got to go to a lot of rodeos in South Dakota because it was one of the few states that was still having rodeos,” Tierney said. “That was really neat to be able to go back to my home state and represent the title of Miss Rodeo America there.”

This year has been more of a standard schedule.

“Even though it’s been two years, it’s been two very different years,” Tierney said. “This year has been more of a ‘normal’ year, and especially this summer it’s been full steam.”

Tierney, who earned a business administration and marketing degree from Chadron State College in 2017, was able to see firsthand the toughness displayed by those in the industry during the pandemic.

“Regardless, 2020 wasn’t an awful year,” said Tier-

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ney, who competed on her college’s rodeo team with her as MRA 2022 at this year’s pageant--slated for her sister, Amy. “It really showed the resilience of the Nov. 28-Dec. 5 at the South Point Hotel, Casino & cowboy and cowgirl spirit, that we didn’t stay down Spa--and Tierney can already sense their enthusiasm. and still found a way to persevere. To get to repre“They are thrilled, they are so excited,” Tierney sent those kinds of people for two years has just been said. “It’s great to see them getting ready to go to Vegas so amazing. and have those nerves start “It was a hard year, but we coming up. We are so excited figured out as a whole how to to be at the South Point.” move forward.”

Three years ago, Tierney Given her family’s standing won her first big title, Miss in the rodeo realm, carrying Days of ’76, then joined her the MRA title just meant more mother by earning the title to Tierney. of Miss Rodeo South Dakota “You don’t just represent 2019 the following year. Even yourself, you represent the though her “queening” expeMiss Rodeo America orgarience may be somewhat liminization, the PRCA and the ted, she knows it has changed Western way of life in geneher for the better. ral,” she said. “I’ve had a huge “I look at pictures of myself sense of honor with it. It’s so from now and then, and the much more than just a sport side-by-side is amazing to see, to me. It’s a way of life. It just --Miss Rodeo America, Jordan Tierney. because it’s not just about the goes very deep in my family look of transforming as Miss roots.

Rodeo America, but really the inward transforma“To be able to be out there and share my love for rodeo tion that I’ve experienced,” said Tierney, who plans has meant the world on a deeper level than just getting to to compete in rodeo and pursue a master’s degree wear all the fun clothes and go to the cool events I get to go next year after her reign concludes. “Having this to. I’ve loved every minute of it and the deeper meaning title and being a rodeo queen, I’ve learned more life that comes to this title has been such an honor. I’m grate- skills, people skills and interpersonal skills than I ful I got to do two years, under the circumstances.” ever did in all my years in school. It’s been so beneShe has spent a good deal of time with the state ficial, and it definitely feels like it’s set me up to be queens who will compete for the chance to follow successful in life.”

“It's been a huge honor. It’s so much more than just a sport to me. It’s a way of life. It just goes very deep in my family roots."

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ALLEN’S TOWN

New GM Allen Rheinheimer looks forward to taking the reins with the NFR

BY BRIAN HURLBURT

L

ongtime rodeo and equestrian event producer Allen Rheinheimer has been carefully selected to lead the Wrangler National Finals Rodeo® when it makes a triumphant return to Las Vegas in December--its rightful home--since 1985.

Rheinheimer has been a part of the Wrangler NFR since 2000 and understands the challenges that are ahead. But he is also confident in a positive outcome mostly because of the talented team that will be beside him before, during and after what many refer to as the “Super Bowl of Rodeo.”

“I’m excited to be back in Vegas and to be in the position I’m now entrusted with. The group we have to work with is fantastic,” says Rheinheimer. “I’m looking forward to this year. To produce an event like this, you must have a great people to work with and I believe that we have that in place. I’m excited to be a part of it. I’ve been with the rodeo since 2000 and worked my way up to this position. It’s been a great ride up through the ranks. Working with Shawn Davis, I’ve learned a lot. Now I am looking forward to the challenge of taking over the show.”

During his career, Rheinheimer has overseen all elements of equestrian and livestock production,

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including many aspects of the Wrangler NFR. For nearly 20 years, he has served as the construction maintenance manager, coordinating production elements of the Wrangler NFR, including – among other responsibilities – openings and anthems, rehearsals, maintenance crews, risk management procedures and production timeline development.

“Allen brings diverse managerial experience to the Wrangler NFR,” says Las Vegas Events president Pat Christenson. “He has been in a key production leadership position for more than 20 years. His overall understanding of the scope of the Wrangler NFR will be an important component in enhancing the production and show elements on rodeo’s biggest stage – in Las Vegas.”

He and his team have been laser focused on the return to Las Vegas and can’t wait to roll out the VIP dirt carpet for competitors, fans, organizers, and sponsors.

There’s no city in the world that could host the NFR like Las Vegas,” said Rheinheimer. “All of the amenities they offer, everything is in proximity, the viewing parties, casinos, food, and shows; They roll out the red carpet for everybody and the city turns into a cowboy town. It’s great to be back in Las Vegas.”

We agree.

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UPGRADED HAPPENINGS

The Thomas & Mack Center and the Las Vegas Convention Center are the place to be and be seen, and here are the best ways to enjoy it Each year, we ask you “how can we do better?” and improve the Wrangler National Finals Rodeo.

We average more than 7,000 responses a year in our annual post-event survey we send out regar-

ding your NFR Experience. This is a critical piece of our planning.

Each point of your experience has been pulled apart, scrutinized and then reassembled. There are literally hundreds

1

Wrangler NFR Performances You asked for an easier way to manage your tickets

IMPROVEMENTS

This year we customized a digital ticketing system for the NFR – through My NFR Account. NFR ticket holders can manage their account, transfer tickets and control their planning. We will continue to provide the souvenir tickets, while providing the new digital service as well.

2seamless You asked for a more trip inside Thomas &

of improvements made each year, based on your feedback and many new and exciting initiatives.

Here are just a few that cover the experience at the Thomas & Mack Center and at the Las

Vegas Convention Center for The Cowboy Channel Cowboy Christmas, as well as an initiative to assist you in planning your trip to the Entertainment Capital of the World:

With the new start time of the Wrangler NFR (set for 5:45 p.m.), The Cowboy Channel Cowboy Christmas will run from 9 a.m. – 4 p.m. daily from Dec. 2-11.

4things You are always asking for new to buy and experience:

BITES

& BREWS 8

Mack Center

The Cowboy Channel Cowboy Christmas has an expanded upstairs area with Bites & Brews presented by Total Feeds and an additional 80,000-square-feet of exhibit space and more than 60 new exhibitors planned for 2021.

We have been working on this for years.

In addition, the A riat Rodeo The Thomas & Mack Center only Live Stage will host four shows has one concourse. To further and NFR Central presented NFR reduce congestion, we are creating

by Resorts World Las Vegas CENTRAL Disney-like lines at concession 8 will include new elements, stands, increasing concession staff including the Rockin’ Rodeo to increase speed of service and Runway presented by Boot Barn and re-positioning merchandise a series of panels. stands located in choke points.

You asked for less congestion In addition, we are creating a new experience in the Strip-view pavilion – We added a second main aisle and created digital maps of the floor plan on our Cloud Touch interactive screens The Aces High Saloon & Exhibit. and through QR codes that link you directly to where you want to be including the Rockin’ Rodeo Runway.

The Cowboy Channel Cowboy Christmas

5

since

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3 You asked for more time to shop:

We are opening one day earlier. And for the first time, attendees will have the chance to check it out at night. On Wednesday, Dec. 1, The Cowboy Channel Cowboy Christmas will be open from 5 p.m. – 10 p.m., marking the first time in 35 years that we have extended the experience to more than ten days. Stay tuned for announcements. It won’t just be another day at Cowboy Christmas.

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6

The NFR Experience You asked for a way to peruse and shop for the hotel that suits you best and where to find events you are interested in: One Vegas/Stay Your Way is a new portal within NFRexperience.com that has anticipated everything you might consider when choosing where to stay. It includes in- depth information and easy links to all hotel partners so you can easily navigate options and assist you in planning and booking.

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GRANTING COMFORT

The generosity of time and spirit is a part of Wrangler NFR DNA

BY BRIAN HURLBURT

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PHOTO: STEVE SPATAFORE.

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Info:

he “Heart of the NFR” permealike him as it is for the kids dealing GoldenCircleofChampions.org. tes throughout the ten days in with their personal challenges.

To donate, Las Vegas. Each year, NFR competi“Oh yeah, I’m all in,” O’Connell says. visit grantagift.com. tors spend time raising awareness “I like being with kids, especially now that and funds for various organizations I have a child of my own. I love giving while they are in Las Vegas. back to kids. To have the opportunity to see the enjoyAll are meaningful pursuits, but two that always tug at ment of the kids being around animals I love, it really heartstrings and make a deep impact are the day compe- speaks to me.” titors spend with the children at the Grant A Gift Autism One in 54 children are now impacted by autism, a Foundation and also the Golden Circle of Champions, number that is increasing. Events such as this are meaninwhich honors kids fighting life-threatening cancer or gful to the well-being of the youngsters in many ways. associated illnesses.

“Not every client we have reacts the same way to the But these are just two examples. horses and cowboys, but that is what makes this event so special,” says Corrine Spritzer, event and marketing Grant a Gift Autism Foundation Ackerman director for the Grant-a-Gift Autism. “Sometimes half Center In Alliance with UNLV Health Each year, several world champions, a couple horses of the kids just want to look at the horses and then the and other NFR officials meet and greet kids who are on other half wants to go and pet them. It’s a good expethe Autism spectrum. Smiles are everywhere, just as they rience to get them more familiar with different situations are when a competitor wins a gold buckle. and different types of sensory for them. It also means a The event is annually held at the Ackerman Center, lot to the families to have an outlet for their children to a major initiative of Grant a Gift Autism Foundation. engage in a different atmosphere.”

Tim O’ Connell, a three-time world chamThe Grant a Gift Autism Foundation mission is pion bareback rider, has been part of the event in to help families, clients and young adults master previous years and says it is as rewarding for guys living with autism. This is done by diagnosis, thera-

Proud Home of SECTION

December 2 - 12, 2021

PHOTO: STEVE SPATAFORE.

®

HEART OF THE NFR

“We are beyond thankful to the NFR competitors for taking the time during a busy week to spend with our clients.”

pies and then transitioIt is our job to tell their nal planning. In essence, stories about pediatric the Ackerman Center is a cancer, in the hopes that one-stop shop, but plenty one day we will be able to of work needs to be done make a difference.” to fully help those kids The Golden Circle of impacted. There is a wait Champions was founded in list of more than 5,000 —Brian Hagen, Executive Director, Grant a Gift 2016 in conjunction with children and additional the Santa Maria Elks Rodeo funds are being sought to help lower this statistic. to raise awareness and provide funds to help those chil“The first thing that comes to mind when thinking dren in need and battling cancer. Ever since, tears have about Grant a Gift and the NFR is inclusion and excite- been shed and rodeos around the country have jumped ment,” says Brian Hager, Grant a Gift executive director. in to support the cause—and the kids. In Las Vegas, the “This event allows our clients to generalize the skills they kids and families are honored during the opening night have been working on at the center and apply them. It of the rodeo and through donations and fundraising gives them the opportunity that some would never have, efforts, support is provided directly to the families to to interact with the cowboys and horses – which they all fulfill their most urgent needs: paying bills, buying medilove. The connection our clients make with the horses cine and caring for their family. and cowboys is inspirational, from the time outside to Ten Las Vegas families along with 10 families chosen the craft time afterward. Beyond the fun that everyone from PRCA-sanctioned rodeos from across the counhas during this event, children with autism benefit from try will be treated like champions at rodeo-themed actithe experience as it helps with sensory regulation as well vities in their honor. Each of the 20 families in attenas improving social skills as they often form an emotio- dance will include a child between the ages of 6 and 14 nal bond with the horses. This then motivates them to years of age who has been diagnosed with life-threateperform skill-building tasks. We are beyond thankful to ning cancer or associated illness. them for taking the time during a busy week to spend While in Las Vegas during the Wrangler NFR, the chilwith our clients.” dren and their families will be honored at the Golden Circle of Champions Banquet at the South Point Hotel, Golden Circle of Champions Casino & Spa on Sunday, December 5. The children “When Tina Tonascia called me about creating a special will also have an opportunity to dine with rodeo chamexperience at the NFR for kids with cancer, she had me pions, receive special gifts and learn about the sport of at hello,” recalls Las Vegas Events President Pat Chris- rodeo. That evening, all honorees will attend the Wrantenson. “Las Vegas Events has been a long-time suppor- gler NFR at the Thomas & Mack Center. ter of the Nevada Childhood Cancer Foundation. The “The Red Bluff Round-Up Association is excited to idea of creating a once in a lifetime experience for these again partner with the Golden Circle of Champions kids was an opportunity we would not pass up.” during the Wrangler National Finals Rodeo in Las Vegas,” For the last few years, the amazing families and children says James Miller, general manager of the Red Bluff of the Golden Circle of Champions have been coming Round-Up. “We, at the Red Bluff Round-Up, contito Las Vegas and the Wrangler NFR to experience VIP nually strive to make a positive impact in our commutreatment while raising awareness for the organization. nity. It is phenomenal to see so many sponsors, rodeo “Our goal is to bring the much-needed education and committees, volunteers and Wrangler NFR contestants awareness, locally and nationally, to pediatric cancer, joining forces in this opportunity to make these kids, and offer a ray of hope to the families that are naviga- who are facing such a devastating disease, feel like the ting through this journey,” says founder Tina Tonas- true champions they are. I am looking forward to witnescia. “They desperately need our help as a community, sing the smiles on these kids’ faces as they enjoy such an and we want to let them know we are here for them. incredible experience.”

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Home, Home on The Strip Join us when Wrangler National Finals Rodeo® is back in town and take in all the action at Cowboyville, featuring live nightly entertainment, drink specials and more.

Plus, visit the Cowboy Marketplace, enjoy our spectacular restaurants and take in the amazing entertainment options available.

Book your stay early, and lock in rates now!

PHOTO: STEVE SPATAFORE.

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The Frost family

FOND FAREWELL Elsie Frost shares her favorite memories from the NFR and her much-loved son, Lane

BY BRIAN HURLBURT

T

here’s a special place in the hearts of Wrangler National Finals Rodeo® fans for the Frost family.

And, most assuredly, there’s a special place in the hearts of the Frost family for the Wrangler NFR in Las Vegas.

“It’s just a very exciting time and the best rodeo you can ever attend,” says Elsie Frost, wife of former NFR competitor Clyde Frost and mother to legendary bull rider Lane Frost. “The only bad thing about it is that once you witness the NFR, it kind of spoils you for other rodeos you attend because the NFR is so good. It’s top cowboys in every event and the top stock. It’s just the best in every way.”

Prior to last year, Clyde and Elsie had attended every NFR in Las Vegas, but the streak will officially come to a close in 2021 when daughter, Robin, takes over the season tickets. There’s plenty they will miss, and there are many who will miss seeing them in their seats that are located just above bucking chute four.

Clyde and Elsie always enjoyed seeing old friends in the Gold Card room and attending the other special events surrounding the NFR. But as they grew older, Elsie felt it was the proper time to pass those tickets along to the next generation so they could build new memories.

A moment in time forever etched in the hearts and minds of the Frosts was when Lane won the world title at the Thomas & Mack Center in 1987. Two years later, Lane was killed in competition at the Cheyenne, Wyoming, Frontier Rodeo Days.

“The year that Lane won the world championship was the most special time out there because ever since he was old enough to talk, he always talked about ‘when’ he would win a world title, not ‘if’ he would be a world champion,” Elsie says. “So, when it happened, that was just so very

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special because we knew he had finally fulfilled those dreams and he was doing what he loved to do.

“He had to ride that last bull to win the title, and I’m sure I was standing and screaming, even though he used to tell me, ‘Don’t stand up and holler.

That’s embarrassing.’ But I said, ‘I’m hollerin!’ It was just a Lane Frost wonderful thing to know that he had finally accomplished what he had talked about his whole life.”

Besides watching him ride, Elsie’s favorite times inside the Thomas & Mack Center were awaiting him following each perf and watching him engage with fans and others.

“Every night, we would meet out in the hall and wait for Lane to come up from the dressing room or wherever,” Elsie remembers. “It seemed like we were always the last ones to leave because as he was coming to meet us, he’d get stopped every few feet by people who knew him, or maybe didn’t know him, and just wanted to talk to him. I certainly miss that. That first year was so difficult because I just kept looking down that hallway thinking that Lane should be coming out. But I know he’s still watching from above. I’ve always said that God gave Lane that special personality that drew people to him because God knew the end of the story. And because of that personality, he positively impacted a lot of people.”

It will be nice knowing there will still be Frosts occupying those seats above chute four, but the 2021 Wrangler NFR just won’t be the same without Clyde and Elsie … and Lane.

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NFR TECH MADE SIMPLE

Digital Ticketing, Wrangler NFR app are perfect for managing tickets, staying updated

J

ust like the cowboys and cowgirls for convenient access when you arrive, NFRexperience.com/ MyNFRAccount prepare all year for their shining buy and sell tickets directly through moments during the Wrangler NatioStubHub.com, the Official Fan to Fan nal Finals Rodeo®, so do all of our behind-the- Marketplace of the Wrangler NFR, and/or easily trans-scenes experts. fer tickets to family or friends in a few simple steps— Nowhere is this more noticeable than in the tech- and clicks. nology that allows you to stay connected to all things For the easiest access to your ticketing account, NFR and Las Vegas, plus easily manage your ticket download the comprehensive NFR App. portfolios.

For traditionalists, official, printed souvenir tickets Implementing digital ticketing is huge! This Decem- are also available. ber, your NFR tickets will be accessible 24/7 through your mobile device. Tickets will be displayed as digital QR codes that can be scanned by a ticket attendant at the Thomas & Mack Center.

You can view and add tickets to your digital wallets

BRILLIANT APP FEATURES SCHEDULE – A complete list of

YETI JUNIOR WORLD FINALS –

performance times, Wrangler NFR 9-5, NFR After Dark, The Cowboy Channel Cowboys Christmas activities, What’s Hot, plus you have the ability to add events directly to your smart phone calendar.

Follow the 10 days of action inside the Wrangler Rodeo Arena or watch the live stream of the event.

PARKING & MAPS – Detailed maps for Cowboy Christmas at the Las Vegas Convention Center, the Thomas & Mack Center, the city of Las Vegas, plus schedules for the NFR Express and Cowboy Christmas Express shuttles.

TICKET MANAGEMENT – Share, buy, sell NFR tickets with a click of a button.

NEWS, BLOGS & PODCASTS – Follow our expert bloggers, sign up for push notifications, check in on the NFR Extra Podcast, plus connect with fans and friends via social media.

THE COWBOY CHANNEL COWBOY CHRISTMAS – All the news and info you need for the official gift show of the Wrangler NFR, plus a full list of exhibitors and interactive areas, including booth numbers.

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BEYOND THE DIRT – Find the perfect location to watch Beyond the Dirt, the live satellite feed of the Wrangler NFR at the many official viewing parties around Las Vegas.

STATS, COWBOYS & HIGHLIGHTS – Get daily results and World Standings, while checking out the bios of your favorite contestants and watching daily highlights.

NFR PLAYLIST – Listen to all your favorites via Spotify and check out the new live event soundtrack.

SPONSORS & PARTNERS – Connect to the best official sponsors and supporters in all of sports and find out what’s new and happening.

Resorts World Las Vegas is proud to be an official sponsor of the Wrangler National Finals Rodeo®, December 2–11. Book your hotel stay today to experience our fabulous rodeo festivities including food and drink specials, live entertainment, a cowboy pavilion and much more.

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To book your room reservation, please call 844 GENTING | 844.436.8464 | RWLASVEGAS.COM

2021 WRANGLER NFR PURSE $10.257 MILLION

THE COWBOY CHANNEL COWBOY CHRISTMAS FACTS

TOTAL HOTEL ROOMS IN LAS VEGAS

149,047

350+ E XHIBITORS

250,000 AVERAGE ATTENDANCE FOR 500,000+ THE LAST FOUR SQUARE FEET OF YEARS IN VEGAS E XHIBIT SPACE (2016-19)

FAN CONSUMPTION AT TYPICAL WRANGLER NFR

LIVESTOCK WILL EAT

TOTAL 40+ ATTENDANCE LIVE OVER THE LAST PERFORMANCES 34 YEARS IN VEGAS OVER THE 11 4.6 MILLION DAYS ATTENDEES

WRANGLER NATIONAL FINALS RODEO

BY THE NUMBERS

LIVESTOCK AT THE THOMAS & MACK CENTER

700*

HEAD OF LIVESTOCK

310

HEAD OF BUCKING STOCK

75

CALVES

120

STEERS 68

90

CONTESTANT HORSES

50

GRAND ENTRY AND FLAG HORSES

HOME OF

COWBOY REVIVAL NO RESORT FEES, NO SELF-PARKING FEES, NO WIFI FEES BOOK BY DEC. 11, 2021. TRAVEL NOV. 28 - DEC. 13, 2021 MINUTES FROM THOMAS & MACK CENTER “NIGHTLY OFFICIAL NFR® VIEWING PARTY” AT MONEY, BABY! COMPLIMENTARY NIGHTLY SHUTTLE SERVICE TO AND FROM THOMAS & MACK CENTER

MARQUEE EVENTS

TICKETS AVAILABLE AT VIRGINHOTELSLV.COM. BOOK NOW AT VIRGINHOTELSLV.COM OR CALL 800-693-7625 AND MENTION CODE NFR. *Must be 21 or older. Minimum 2-night stay required. Book by December 11, 2021.

Travel November 28 – December 13, 2021. Rooms are plus tax and based on availability. $50 dining credit per room reservation. Not valid on existing or group reservations.

Credit card required upon booking and at check-in. Management reserves all rights.

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UP TO 20% OFF RATES + $50 DINING CREDIT*

PODCAST GOES DEEP NFR Extra explores anything and everything Wrangler NFR with interesting, connected guests

BY BRIAN HURLBURT

PODCAST

A

m ic r ophone, t h r e e have been guests and Colwell has knowledgeable and enjoyed them all. engaging hosts, interesBut singer/songwriter – ting and entertaining and former police officer – guests with strong ties Shane Minor is one who to the Wrangler NatioColwell and his fellow ® nal Finals Rodeo , hosts will always rememand a flexible podcast ber. format add up to rodeo’s “We interviewed Shane in version of a must-listen-to the middle of the pandemic, broadcast. and he is the one who hosts That is exactly what the NFR Cowboy Revival during Cowboy Extra Podcast – co-hosted by Nevada Christmas from the live stage and Colwell, Brilynn Bentley and Steve Goedert provides all of the great artists,” Colwell – has blossomed into for casual fans, diehards, said. “He is such a unique individual. He has a history competitors, stock contractors, sponsors and anyone as a performer in the 90s, a police officer in Los who enjoys the country & western lifestyle.

Angeles, California, as well as a bull rider. He has “We’ve discovered so much about the rodeo and the very unique layers.”

Wrangler NFR, and not necessarily just the rodeo, Shane recently joined Sony Universal where he but more about the individuals who make up the works with Luke Combs, Luke Bryan and many of industry,” Colwell said. “And it’s not just the NFR the prominent country artists. contestants or stock contractors; it’s everyone, from As is the culture with the NFR, everything contithe individuals who develop the tools for the indus- nues to get tweaked. A new “Last Call” video segment try, the fashion they wear, to who creates the music with Goedert and rodeo announcer Andy Seiler will they listen to, and others. I think what makes the feature the duo discussing a “hodgepodge” of topics podcast so intriguing for us as hosts, and hopefully while sipping libations from some of Las Vegas’ top our listeners, is that it brings together the connec- bars and restaurants. Imagine the end of any convertive tissue of it all. The passion is so evident in each sation that ends on two to three strong drinks. episode that it’s clear why the NFR is so important “Their chemistry jumps from the speakers when and so loved each December in Las Vegas.” you listen to them together, so we had to come up The combination of a who’s who guest list sprink- with more ways to have them together,” Colwell said. led with behind-the-scenes folks who aren’t well “The fans are going to love these new episodes and known is a format that works. But the big names have offshoots from NFR Extra.” also been more than happy to share tales during NFR Also, the podcast leading up to and during the ten Extra’s couple-year run. days of the NFR will feature some Las Vegas persoThe likes of Trevor Brazile, Kaycee nalities to spotlight shows, restaurants NFR Extra is available at Feild, Billy Etbauer, Donny Gay, Emily and other unique aspects from rodeo’s NFRExperience.com or Miller, Tim O’Connell and many more favorite host city.

NFRExtra.vegas.

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WWW.THECOWBOYCHANNEL.COM i COWBOY_CHANNEL f COWBOYCHANNEL

LIVE STREAMING & ON DEMAND

$9.99/Month OR $99.99/year W W W.C O W B OYC H A N N E L P L U S.C O M

DECEMBER 1-11, 2021 L AS VEGAS CONVENTION CENTER

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SOUTH HALLS

UPSTAIRS FROM COWBOY CHRISTMAS

EVERYTHING HUNTING & OUTDOORS Hunting Gear & Apparel

Junior World Finals Arena

Firearms Optics

RMEF Calcutta

Outfitters & Guides

Total Archery Challenge

Original Art

Great Elk Tour

& MUCH MORE! FREE ADMISSION & OPEN TO THE PUBLIC

9 AM - 4 PM DAILY DURING THE WRANGLER NATIONAL FINALS RODEO ® NEW THIS YEAR! Special preview shopping experience 5 PM - 10 PM on Wed. 12/1

THANKS TO OUR SPONSORS Official Host Hotel of RMEF Hunter & Outdoor Christmas Expo

HUNTERCHRISTMAS.ORG