profesSional cowboys association COMMITTEECOMMITTEE GUIDEGUIDE

copyright 2017 by the profeSsional rodeo cowboys association ou can order the PRCA’s full-color, 48-page, action-packed program ready to sell right out of the box, or as flats ready for your local printer to in- terleave with your local content and ads for even greater profit.

Questions? Call the ProRodeo Program experts today! 800.626.2899 or 719.528.4713 table of Sponsorships What You Need to Know About National Sponsors ... 18 contents Three Types of National Sponsors ...... 18 Other Effects of National Sponsorship ...... 19 PRCA Basics Exclusive Licensed Product Sales ...... 20 Other Licensed Products ...... 20 Handy Phone Numbers ...... 2 Demographics ...... 21 Origin of the PRCA ...... 3 Sponsorship Agreement ...... 21 The PRCA Today ...... 3

PRCA Series and Circuits ...... 4

ProRodeo Hall of Fame ...... 5 P romoting Your Rodeo Appointing a Good Publicity Director ...... 22 Resources FOR COMMITTEES Promotion versus the Press ...... 22 PROCOM Entry System ...... 6 Dividing the Workload ...... 23

Videotape and Audiotape for Commercials ...... 7 Public Relations ...... 23

Publicity and Promotional Materials ...... 7 Advertising ...... 24

Trademarks and Logos ...... 7 Generating Publicity through the Media ...... 25

ProRodeo Programs ...... 8 Getting on the Internet ...... 32

Other ProRodeo Publications ...... 9 Special Promotions ...... 33

ProRodeo.com ...... 10 Promotional Checklist ...... 34

ProRodeo Sports News ...... 10 Promotional Budget ...... 37 PRCA National Convention ...... 10 PRCA Championship Rodeo Camp Series ...... 11 Livestock Welfare Livestock Welfare Materials and Expertise ...... 11 First Steps ...... 38

Rodeo Approvals Preparing Grounds and Personnel ...... 39 Preparing for Injuries and Emergencies ...... 39 Contacting the Approvals Department ...... 12 Preparing for Security and Public Relations Issues .... 39 Timeline and Basic Steps ...... 12 Animal Rights and Livestock Welfare ...... 40 The Application Process ...... 13 Livestock Welfare Resources, Free to You ...... 40 The Approval Process ...... 16 After Your Rodeo ...... 41 Finalization ...... 16

Getting the Word Out to Contestants ...... 17

Assistance ...... 17 copyright 2017 by the profeSsional rodeo cowboys association 1 Phone numbers to keep handy Rodeo Administration ...... 719.548.4870 Rodeo Approvals ...... 719.548.4880 Member Records (to update contact info) 719.528.4747 PROCOM ...... 719.548.4800 Judging ...... 719.528.4703 Properties (TV, sponsorships) ...... 719.548.4860 Media (photography, interviews) ...... 719.528.4772 ProRodeo Sports News ...... 719.528.4746 ProRodeo Sports News Advertising ...... 214.883.1466 ProRodeo Programs ... 719.528.4713 or 800.626.2899 Livestock Welfare ...... 719.528.4782

is served by a separate organization, the Women’s Professional Rodeo Association; contact them at 719.447.4626.

 Canadian are served by the Canadian Profes- sional Rodeo Association; contact them at 403.945.0903.

The PRCA strives to make this Committee Guide as up to date and accurate as possible, but this is not a legal document. The PRCA rule book of the current year on the always contains de nitive information that may super- sede information in this or any other editions of the PRCA Committee Guide. cover Saddle bronc riders Heith DeMoss, left, and Ty Atchison took a victory lap for having This PRCA Committee Guide was produced by the the highest-scored ride at the Laughlin (Nev.) River Stampede’s March 28, 2010, PRCA’s Media Department. If you have suggestions for performance. future editions, please call 719.528.4713 or e-mail –Richard Reuf photo [email protected].

2 copyright 2017 by the profeSsional rodeo cowboys association part 1 livestreamed events on ProRodeoTV. com and getting PRCA “tweets” on Twitter and networking on Facebook. PRCA The PRCA Today BASICS The PRCA is made up of contestants, rodeo committees, stock contractors and contract personnel . Each group elects executive councils, and each When you’re applying to council appoints a representative to become a PRCA rodeo, as with the PRCA’s Board of Directors. The any other mutual commitment, Origin of executive staff of the PRCA is led by Commissioner Karl Stressman. it’s nice to know who you’re getting involved with. the PRCA Since 1988, the PRCA staff has been Until the turn of the century, early organized into two entities: Rodeo The Professional Rodeo Cowboys rodeos were informal events – Administration, which is the nonpro t Association is the sport’s pre-eminent exhibition matches of skill, with membership organization, and PRCA professional organization, spanning the nothing but pride and perhaps a few Properties Inc., which includes U.S. from coast to coast and reaching wagers at stake. Rodeo organizations the sponsorships, marketing and sprang up here and there but remained across borders. We sanctioned more promotional operations of the PRCA, as fragmented until the late 1920s, than 600 rodeos with nearly 1,700 well as media relations. Both divisions when a group of rodeo committees performances in 2015, which paid out are housed at PRCA headquarters in and promoters formed the Rodeo $46.3 million in prize money. We served Springs, Colo., which is in the Association of America and named its almost 3,000 contestant members and Mountain time zone. Understanding rst champions. about 1,800 permit-holding contestants this division will help you know whom who are working toward becoming pro to call with questions (see page 2 for The rst true national cowboys’ members. phone numbers): organization emerged in 1936, when a group of cowboys and cowgirls left We host the Wrangler Administration a performance at Madison Square Accounting Rodeo presented by Polaris RANGER, Garden and boycotted the promoter’s Approvals one of the biggest annual gatherings next rodeo, in Boston Garden. The Circuits of stars under the neon lights of Las Cowboys’ Turtle Association was Industry Outreach Vegas. We’re on satelite, cable and born – a name they picked because they Information Technology livestream TV as well social media. had been slow to act, but nally stuck Judging We set the standards for professional their necks out for their cause. conduct among contestants and rodeo Livestock Welfare entertainers, and for livestock welfare. In 1945, the Turtles became the Rodeo Member Records Cowboys Association (RCA), which PROCOM We are committed to the success of in 1975 evolved into the Professional all our members, from our brand-new Rodeo Cowboys Association. The PRCA Properties contestants who are trying to earn has experienced tremendous growth in Marketing money for a tank of gas to get them to membership, payout, national exposure, ProRodeoTV.com their next rodeo to our multi-million media coverage and sanctioned rodeos. ProRodeo FanZone dollar cowboys – and from our brand- The PRCA helps rodeo, as both a sport ProRodeo Gear new rodeos to those who’ve been and an industry, bridge the traditions of Broadcast/TV rights sanctioned by us since 1936. the old West with the tools of the 21st Sponsorship century. Rodeo fans keep up to date Media We hope this committee guide will with their favorite human and animal ProRodeo Sports News help you navigate our organization athletes by subscribing to the PRCA’s Media Relations and make the most of your application ProRodeo Sports New s and logging ProRodeo.com process. What can we do for you? on to www.ProRodeo.com, watching Publications copyright 2017 by the profeSsional rodeo cowboys association 3 part 1 for headers and heelers will not be included in the $30,000 added-money total. PRCA  Rodeos in the All American ProRodeo Series can use the Series logo on all BASICS printed materials and TV commercials.  Pendleton Whisky pays entry fees for all contestants in the All American All American ProRodeo Finals. Series and ProRodeo Series To learn more about the All American All PRCA rodeos with total added ProRodeo Series, contact Rodeo money of $30,000 or less are members Administration at 719.528.4870. Circuits of the All American ProRodeo Series. Cowboys earn points in this series both by earning money and simply competing in All American ProRodeo Series rodeos; quali ers at the top of the All American ProRodeo Series standings at the end of each season can compete in the All American ProRodeo Finals in Waco, Texas, in RAM Circuit System October. Xtreme Bulls Tour Since 1975, the PRCA’s circuit system The purpose of the All American Feeding the sports world’s appetite has offered a way for cowboys who ProRodeo Series is to give emerging for bull-riding-only events, the Xtreme can’t or don’t want to rodeo full time to stars a chance at big money and to Bulls Tour encompasses Division I and enjoy the bene ts of regional and even encourage contestants to enter rodeos Division II events between January national competition. of all sizes, everywhere they can. and September, culminating in a Contestants earn 50 points for each championship Finale in September in Each declares his circuit All American ProRodeo Series event Ellensburg, Wash., that pits top bull with his yearly membership at which they compete and a point for riders against the PRCA’s rankest application – one of the 12 RAM each dollar they win at an All American bulls. To learn more about the All Circuits, which range in size from one ProRodeo Series rodeo. American ProRodeo Series, contact state, like Texas and Montana, to 13 Rodeo Administration at 719.528.4870. states, like the First Frontier circuit in Cowboys must compete in at least 30 All the northeast part of the country. The American ProRodeo Series rodeos to system encourages contestants to go qualify for the All American ProRodeo to their own circuit rodeos in pursuit of Finals in Waco, Texas, in October. From circuit awards, provides nancial and the pool of quali ed cowboys, the top 30 recognition incentives to cowboys, and in each event are invited to compete for offers chances for permit-holders to $450,000 in Waco. get a taste of ProRodeo. What committees need to know about Each RAM Circuit has two champions: membership in the All American the cowboy at the top of the circuit ProRodeo Series: standings at the end of the season, and  Every PRCA Rodeo with total the winner of the circuit’s own nals. added money of $30,000 or Wrangler Million Those two champions qualify for the less is included in the series. annual RAM National Circuit Finals Dollar Tour Co-sanctioned Canadian Rodeo. See the Circuits chapter of presented by Justin Boots rodeos that qualify are the PRCA Media Guide for contact included in the series. The PRCA’s Wrangler Million Tour information for each circuit director, or  Additional added money for presented by Justin Boots includes call the PRCA’s Circuits Coordinator the or to make more than 20 Gold and Silver rodeos; for more information: 719.528.4705. the purse equal committee purses range from $80,000

4 copyright 2017 by the profeSsional rodeo cowboys association to $1 million. To learn more about the to PRCA rodeo – the only major All American ProRodeo Series, contact competitive sport that evolved from a Rodeo Administration at 719.528.4870. working lifestyle.

The largest gallery is the Hall of Champions, which honors contestants from each event, rodeo committees, and many rodeo notables and contract personnel – a true “walk through time” of professional rodeo from its inception through its current Wrangler National Finals Rodeo champions.

Other areas include exhibits about the evolution of cowboy equipment, a beautiful garden studded with bronze sculptures (and a roping dummy!), a Justin Boots Playoff s working rodeo arena and a gift shop. The top 24 contestants in each event, based on the PRCA World Standings at Check the ProRodeo Hall of Fame a speci ed point in September, meet at website for hours, which change the Justin Boots Playoffs in Puyallup, seasonally. With advance notice, Hall Wash., in September. of Fame staff will provide free tours for PRCA rodeo committees. Contact the Hall of Fame at 719.528.4728 for tour reservations. The ProRodeo Hall of Fame The ProRodeo Hall of Fame and Museum of the American Cowboy, in Colorado Springs, Colo., is the only heritage center in the world devoted

In 2008, the ProRodeo Hall of Fame Board of Directors created a category for rodeo committees, and the 16 PRCA ro- deo committees which had already been recognized by the Hall for their histories of producing high-quality rodeos were of- cially inducted in that category: Buffalo Bill Rodeo (North Platte, Neb.); Calgary (Alberta) Stampede; California Rodeo Salinas; Cheyenne (Wyo.) ; Dodge National Circuit Finals Rodeo (Po- catello, Idaho); Grand National Rodeo, Horse & Stock Show (San Francisco); Houston Livestock Show & Rodeo; La Fiesta de los (Tucson, Ariz.); National Western Stock Show & Rodeo (); Pendleton (Ore.) Round-Up, pictured here during the 2008 Induction; or Bust Rodeo (Colorado Springs, Colo.); Reno (Nev.) Rodeo; San Antonio Stock Show & Rodeo; Southwest- ern Exposition and Livestock Show (Fort Worth, Texas); West of the Pecos Rodeo (Pecos, Texas); and the World’s Oldest Rodeo Prescott (Ariz.) Frontier Days.

–PRCA ProRodeo photo by Brad Armstrong copyright 2017 by the profeSsional rodeo cowboys association 5 part 2 DAYSHEETS/ STOCK DRAWS PROCOM produces alphabetical resources contestant lists, stock draws and daysheets for rodeos, which you may request as e-mailed PDFs or faxed printouts; they are free to committees, for committees but you must call PROCOM at 719.548.4800 to request them. (See sample daysheets below.) You may reprint any or all of these items for When your rodeo is your rodeo programs or inserts. PROCOM Entry Canadian rodeo committees should sanctioned by the call the CPRA entry system staff at Professional Rodeo System 403.945.0358. Cowboys Association, The PRCA’s Professional Rodeo About the time your entries close, you you have access to Communications (PROCOM) system can contact PROCOM to nd out the greatly simpli es rodeo production dates that your daysheets, contestant dedicated professionals for its rodeo committees by managing lists and stock draws will be available. entries and roughstock draws for To contact PROCOM for this or any at the PRCA of ce and all U.S. PRCA rodeos. Cowboys call reason, call 719.548.4800. the resources they in to enter – more than 2,000 a day during summer’s peak – and list produce for you. A few their preferences of rodeos, times and traveling buddies, all practical of these resources are: considerations which help reduce  PROCOM Entry System “doubling up” and turnouts.  Member Relations Staff  Videotape for TV Commercials  Publicity and Promotional Materials  Trademarks and Logos  ProRodeo Programs  Other Publications  ProRodeo Sports News  PRCA National Convention  Livestock Welfare Materials and Expertise  PRCA Championship Rodeo Camp Series  ProRodeo Hall of Fame

Daysheets from PROCOM

6 copyright 2017 by the profeSsional rodeo cowboys association Videotape for Commercials To order free 30-second TV commercials (with or without voice- over), contact PRCA Properties at 719.528.4860 or log on to ProRodeo. org and download the commercials.

See the Livestock Welfare section of this Committee Guide for information PRCA logo, left, and trademark on DVDs on that topic, available free to PRCA rodeo committees and the media.

can request that copies of the Media trademark and logo brands your rodeo Guide be sent to members of your as a turly professional production Publicity and local media by contacting Media among rodeo and Western events. Relations at 719.528.4773. You can, and must, use the PRCA Promotional You can reach Media’s photography logo in conjunction with your own coordinator at 719.528.4736; he can committee logos on all printed help you with photo and lming promotional material that is not Materials questions like these: offered for sale, including rodeo PRCA Properties offers additional  Finding an experienced PRCA tickets, committee newspaper and resources to committees, including the rodeo photographer magazine ads, press releases, program following:  PRCA rules about who can inserts and personnel ID badges – and  Logos you can and must and can’t sell photos at your all other printed materials. The logo use on all printed materials, rodeo, or those taken at your generally looks best centered and near including ads: PRCA logos, rodeo the bottom of the item. and when appropriate, the  Mug shots of any of the top Wrangler Gold and Silver 30 cowboys in each event, and You can, and must, use the PRCA logo Tour, All American ProRodeo many other contestants on large displays such as billboards, Series or Xtreme Bulls Tour signs, banners, posters and bumper logo Learn more about photo guidelines stickers. The PRCA logo should be  PRCA patches for committee and the ways PRCA Media can help prominent and distinguishable from member and key volunteer you in the Promoting Your Rodeo other symbols. shirts chapter of this Committee Guide.  PRCA chute decals You can, and must, use the PRCA  PRCA banners trademark or logo on all TV  PRCA ag for grand entries advertisements. and victory laps – 3’ x 5’ Trademark We ask you not to use the PRCA Also, PRCA Properties staff is trademark or logo in any manner that available by phone or e-mail to help and Logo suggests the PRCA is af liated with with speci c questions such as how to As a PRCA-sanctioned rodeo, you can, any event that is not sanctioned by the get your spots on the air and general and must, use the PRCA trademark PRCA, such as a wild horse race or advice on marketing and branding: and logo to show your market that . 719.528.4860. you’ll have the best professional cowboys, contract personnel and stock If your rodeo is part of the Wrangler The PRCA Media Department available for their entertainment, and Million Dollar Tour, you may, and provides promotional materials such that your rodeo will be run according should, use the appropriate logo on all as Media Guides, media CDs and to the most exacting standards in marketing materials. Contract Personnel Directories. You the industry. Displaying the PRCA copyright 2017 by the profeSsional rodeo cowboys association 7 part 2 way, but selling local ads means your programs generate revenue even RESOURCES before your rodeo begins! Either way, your souvenir ProRodeo Program has a custom imprint on FOR COMMITTEES the cover with your rodeo’s name and dates. If you get a program sponsor, you can add their logo to In all media, please abide by these the imprint as well, as long as it guidelines for using the trademarks doesn’t con ict with national PRCA and logos: sponsors. See the Sponsorships  Leave appropriate space chapter for details. between trademarks and other graphic elements, such as The program is designed to type, illustrations and borders. interest both serious rodeo fans  Use a version of the and the multitude of rst-timers trademark and logo that will who might need some help contrast with the background. understanding what they see in the Several versions are available arena. Each event is explained, with for this purpose. photos that illustrate championship  The background behind the form so the audience knows what to trademark or logo must be look for. one solid color.  Do not redraw, modify or The 2017 program also features a change the proportions of the popular kids’ page, a rst-timers trademark or logo. Of cial welcome page, a feature about colors are Pantone Blue (PMS rodeo openings and comments from 2757) and Pantone Red (PMS reigning world champions, and two 188), but black-and-white pages of friendly, credible information versions are also available. on livestock welfare. Content changes each year. Any merchandise that incorporates the PRCA trademarks must be Because the ProRodeo Program is ordered through A3 Merchandise, subsidized by ads from the PRCA’s the of cial out tter of the PRCA. See national sponsors, it’s priced within the the Sponsorships chapter for contact reach of all committees, whether you information. A3 is also available to want to order 300 or 3,000 copies. provide co-branded merchandise with your rodeo. To order or to request samples and more information about the ProRodeo Program, call 800.626.2899 or ProRodeo 719.528.4713. Programs Other PrCA The PRCA offers a full-color, professional, affordable, 48-page program that you can purchase either Publications of two ways: already stapled and ready Among the publications produced to sell out of the box, or in ats that by the PRCA, committees might nd your local printer can interleave with those on the opposite page especially your local ads and content, then trim, useful. fold and staple to make them ready to sell. You can turn a pro t either

8 copyright 2017 by the profeSsional rodeo cowboys association How to Order PRCA Publications Publication Cost How to get it: 2017 PRCA Contains a wealth of information on current $30 plus $10 call Media Guide records for each event; the PRCA’s top 300 shipping; sent 719.528.4773 cowboys; champions for every year of the free to your local Wrangler National Finals Rodeo, tours and media if you call series, all-around winners, contract personnel to request and livestock welfare.

PRCA Rule The complete reference for contestants, judges, $25 plus $10 call Book and the informed public on how each run or ride shipping 719.528.4773 is timed, scored and penalized

ProRodeo Full-color magazine with fantastic action photos, $45 per year call Sports News informative features, exciting event coverage, 800.763.3648: standings, rodeo results, and the Cowboy for committee Column and rodeo advertising discount info, 719.528.4768

2017-18 Lists in “phone directory” format all insured free to rodeo call Contract (eligible to work) contract personnel members committees, 719.528.4713 Personnel of the PRCA, grouped into categories in which while they last Directory they hold cards

PRCA Describes what the PRCA offers to its rodeos, $10 call Committee the approvals process, PROCOM system, 719.528.4713 Guide publicity advice, media guidance, sponsorship guidelines

ProRodeo 20-minute video about the care and handling of free call livestock video livestock at PRCA-sanctioned rodeos 719.528.4782

ProRodeo Tri-fold brochure brie y describes the stock free call livestock contracting business, PRCA events, livestock 719.528.4782 welfare welfare rules and approved equipment pamphlet

ProRodeo 20-page brochure covering all aspects of the free call livestock PRCA’s commitment to livestock welfare – from 719.528.4782 welfare judging to fact-versus- ction brochure

copyright 2017 by the profeSsional rodeo cowboys association 9 part 2 PRCA RESOURCES FOR COMMITTEES National Convention The PRCA hosts a four-day convention in Las Vegas just before the rst ProRodeo.com performance of the Wrangler National Finals Rodeo presented by Polaris The PRCA’s two websites, www. RANGER. PRCA rodeo committees Prorodeo.com and www.Prorodeo.org , can attend informative workshops include many pages that are helpful to as well as a trade show where they rodeo committees, including: can meet with hundreds of PRCA  Membership: Includes a contract personnel, vendors of rodeo how-to manual for applying to equipment such as back numbers become a PRCA rodeo and chute pads, rodeo insurers and  Annual convention national sponsors. information  An updated, online copy of the PRCA’s Contract Workshop topics vary year to year. Personnel Directory Some are conducted by PRCA staff,  PRCA rodeo schedule – click others by members of award-winning header row to sort by city, rodeo committees. Some of the dozens state, or start date of topics have included:  Press Room: media guidelines  PRCA livestock welfare for your local press, a presentation printable current Media Guide  Volunteer retention & (including parts you can copy recruitment for your rodeo’s use), an  Sponsorship valuation advertising kit and a Media  Effective livestock handling staff directory  Ticketing promotions  Championship Rodeo Camp  Engaging the next generation from a very targeted audience. Call schedule  The social media buzz 214.883.1466 at least one month before  Website security you want your ad to appear.  Utilizing youth  PRCA rodeo camps ProRodeo You can run a free, 100-word notice  increasing your revenue with to contestants in the Cowboy Column the ProRodeo Program several weeks before your rodeo. Sports News Other presentation topics Call 719.528.4704 for deadline and Your committee’s primary contact include livestock welfare, staying submission information. receives a free subscription to successful in the long term, and more. the ProRodeo Sports News , and an additional copy with your media Convention attendees are also invited packet after your rodeo appears in the to the Gold Buckle Gala, the Welcome magazine’s long listing. Reception where all Wrangler NFR contestants are announced and Many committees place ads in the introduced, and the PRCA’s Awards ProRodeo Sports News to advertise Banquet; ticket prices vary. their rodeos and special promotions to both PRCA cowboys and ProRodeo fans. PSN ads are an economical way to draw a lot of attention to your rodeo

10 copyright 2017 by the profeSsional rodeo cowboys association  Hands-on riding instruction in co-hosting such a camp, download (using training aids) on the application (“2017 Host proper, safe technique Application”) – hover over “RODEO”  Goal setting and achievement on ProRodeo.com and click Youth  Getting t to prevent injury Rodeo. If you have questions about  Business aspects of being a hosting a camp, call PRCA Industry pro athlete Outreach at 719.528.4729.  PRCA rules and standards

The PRCA Industry Outreach department links up with several Livestock PRCA rodeo committees each year to co- host rodeo camps at sites around the country. No fees are charged to Welfare Championship committees, but committees which can provide the following are favored:  Arena available at no cost to Materials Rodeo Camp the PRCA with at least two choices of dates and Expertise  Hotel sponsors for instructors Series As part of the PRCA’s commitment to  Lunch sponsors for camp Rodeo committees recognize the value livestock welfare, we provide a wealth participants in giving back to their communities of livestock materials to committees  A solid volunteer base and helping grow our sport by co- free of charge, from brochures to interested in youth hosting rodeo camps that offer free in- a video. See the Livestock Welfare development struction to potential PRCA members chapter of this Committee Guide for  Promotions such as free rodeo interested in roughstock events and, at information on ordering these items. tickets certain camps, . Each summer, the department starts These camps provide instruction in a scheduling camps for the following number of areas: year. If your committee is interested

Left, PRCA Board Member and bull rider Fred Boettcher talks with a group of aspiring roughstock riders at a PRCA Championship Rodeo Camp in Dayton, Iowa, in May 2010. Right, eight-time Wrangler NFR saddle bronc rider Steve Dollarhide helps a future PRCA member understand the intricacies of adjusting the rein at an April 2010 PRCA Championship Rodeo Camp in Prescott, Ariz.

–PRCA ProRodeo photos by Julie Jutten

copyright 2017 by the profeSsional rodeo cowboys association 11 part 3 Timeline and Basic Steps RODEO It is best to start your application process at least six months before your selected rodeo dates.

Application APPROVALS As soon as you contact the PRCA to express interest in becoming or renewing as a PRCA-sanctioned rodeo, The PRCA’s rodeo you will be sent an approvals packet containing an introductory letter, approvals process helps Contacting this Committee Guide, an application form, a sponsorship agreement, and ensure that all PRCA- a livestock welfare application plus sanctioned rodeos Approvals brochures. You may request other The PRCA’s Approvals department helpful information; see page 10 of meet the requirements is available Monday-Friday 8:30 a.m. this Committee Guide for available to 5 p.m. Mountain Time to answer materials and how to get them. and standards of any questions about how to become professional rodeo, have a PRCA-sanctioned rodeo. Contact Approval Approvals at 719.548.4880 or rodeo_ Once you have returned your rules that are consistent [email protected]. completed application form and your ground rules have been approved, with the PRCA’s other The Approvals Department must be you will receive a fax or e-mail with rodeos and are fair to able to communicate with all rodeo “fore sheets” which your committee’s committee primary contacts quickly, so primary contact must sign and return all participants, and please select three committee members to the PRCA indicating agreement, who are willing and able to read and or promptly contact the Approvals are prepared to handle respond ef ciently to all materials sent department at 719.548.4880 to request contingencies in a by e-mail, fax or post. Those three changes. Returning this signed form committee members should include is the last step before your rodeo professional manner that a primary contact, public relations becomes approved. contact and sponsorship contact. is a credit to the rodeo Your primary contact is responsible Finalization committee, the local for promptly notifying the Approvals After your rodeo is approved, you Department of any corrections or will receive a nalization packet that community, the PRCA changes to your rodeo application. includes your committee membership card, a rule book, approved fore and the sport of rodeo. If the primary contact for the rodeo sheets, your entry closing dates and does not have an e-mail address, we a reminder about submitting proof of This chapter will walk you through the suggest you give us another committee insurance at least two weeks before Approvals process: member’s e-mail address for quick your rodeo’s rst performance.  Contacting the Approvals contact. Note that all e-mails from Department the Approvals Department will have Getting the word out  Timeline and Basic Steps subject lines beginning with your A week or two after your rodeo  The Application Process rodeo’s city, state and rodeo number. appears in the Business section’s long  The Approval Process It is crucial that your primary contact listing for the rst time, PRCA Media  Finalization reads all such e-mails and checks his will send you one copy of the ProRodeo  Getting the Word Out to or her junk mail and spam- ltering Sports News so you can check your Contestants folders regularly so that no important listing. If you have corrections, call  Assistance Approvals-related e-mails get sidelined the Approvals Department, not the there. ProRodeo Sports News .

12 copyright 2017 by the profeSsional rodeo cowboys association In the same packet, you will also rst business day after the last smoothly if your committee has already receive a sample ProRodeo Program performance. It is helpful to thoroughly discussed performance and brochure that you can order include barrel racing money in and slack dates and times, added with a customized cover imprint and, that gure, because the PRCA money per event, entry limits, ground optionally, insert local content and ads pays those contestants through rules and arena information. You can to increase your pro ts and professional RodeoPay as well as PRCA download an application form from the appearance, plus two media CDs to members. Committee Applications tab on the left- pass along to reporters at local media  A rodeo that changes its dates by side menu of ProRodeo.com and make outlets to encourage them to cover your more than 14 days must put all a copy for each person to have during rodeo. It can be helpful to your rodeo purse money and judges’ fees in your early committee meetings. It also for several people on your committee to escrow with the PRCA as though would be helpful for each committee subscribe to the ProRodeo Sports News it was a new rodeo, because member to have a copy of the Rodeo in order to stay current. those date changes give it the Entry Information page from the same status as a new rodeo. Business Journal section in the back of Sanction any issue of the ProRodeo Sports News . About a month before your rodeo, you will Established rodeos – those which were receive your certi cate of PRCA sanction sanctioned by the PRCA in either or Many established PRCA rodeo and a duplicate set of fore sheets. both of the previous two years – must committees nd it easiest to apply for submit applications at least 60 approval online. These rodeos can days before the rst performance download a free, easy-to-understand, (received, not postmarked). The complete instruction manual for lling Application earlier you apply, the lower the out the online application form. Hover application fee, the more time you over the word MEMBERSHIP on the have to work out any questions that ProRodeo.com home page and click Process may arise and the more times your Rodeo Committees. Contact Rodeo Rodeos must apply annually for approval. rodeo will be listed in the ProRodeo Approvals at 719.548.4880 for assistance. Sports News Business Journal. Rodeos which were not sanctioned Events by the PRCA the previous year are Failure to submit a complete application  Only rodeos that include the considered new rodeos, regardless (including all of the required PRCA’s six standard events – of longevity or earlier PRCA status. elements: tax ID, original signatures , saddle bronc Rodeos which change their dates by of of record and rst riding, , tie-down more than 14 days from the previous committee contact, lists of performance roping, team roping and steer year are also considered new rodeos. and slack times, purse money, ground wrestling – will be considered Their applications must be received rules, sponsorship form and any for PRCA approval. You may (not postmarked) at least 120 days special considerations) by the deadline schedule them in any order. before the rst performance , but may result in denial of approval .  Steer roping is an optional event. we strongly suggest submitting your  We encourage you to contact the application earlier, both to allow time The application will not be considered Women’s Professional Rodeo for negotiation and to get the new complete until the PRCA has received Association at 719.447.4627 for rodeo into the “short list” of upcoming from the committee both its annual information on adding high- rodeos in the ProRodeo Sports News committee dues and its application fee. caliber barrel racing to your Business Journal section well in Applications may be sent by post or fax. PRCA rodeo. advance, to encourage entries. Established rodeos may submit their  Each new rodeo is required to applications on line, but new rodeos put all purse money and judges’ may not. Purse money fees in escrow with the PRCA  The rodeo committee must one month before the rst Once your completed application is add a minimum of $250 to the performance. Your cashier’s received by the PRCA and reviewed, purse money for each of the check or money order should be you will get an e-mail or letter PRCA’s six required events, per made out to the PRCA and sent requesting sign-off on all items. When performance, or a minimum of to the Approvals department. you sign and return that form by $500 per required event at a one-  Existing rodeos should use e-mail, fax or post, your rodeo is ready performance rodeo. RodeoPay to inform Approvals of to be approved.  All six PRCA required events the amount of the total committee must have the same base amount purse by the Wednesday before Suggestions of added money, unless the rodeo the rst performance or the Your application process will go more committee decides to feature copyright 2017 by the profeSsional rodeo cowboys association 13 part 3 The rodeo’s ground rules and will send the animal injury report its PRCA certi cate must be to the PRCA. posted prominently where all  Set up a contract with a RODEO participants can read it. A blank veterinarian to ensure that you area of wall or a sheet of plywood are in compliance with PRCA at least 4’ x 8’ on which the rules requiring a veterinarian APPROVALS secretary can post the draw is to be on site during all very helpful. competitions, including slack.  Timers need a reserved area in Give your veterinarian’s name one, two or three events. In that the announcer’s stand that has and contact information to your case, the committee must double a good vantage point for both stock contractor. the purse money for the featured timed-event chutes and  Fill out your PRCA Livestock events. For more information on chutes, and they must be able to Welfare Approval Form and featuring events, contact Rodeo see the entire arena – anywhere return it to the PRCA with your Approvals at 719.528.4880. the ag judge might be located. application.  The PRCA is available to consult  If you do not have a current  Rule 9.1.2 requires committees to with committees on potential copy of the PRCA’s Contract have a conveyance to transport improvements to the format Personnel Directory, see the injured rodeo livestock from or operation of your rodeo. order information page in the arena – a sled or an animal For further information, call the Resources chapter of this ambulance. If you do not have 719.528.4783. Committee Guide. Printed copies an animal ambulance or sled are mailed to all committees conveyance, check with your Other decisions in November of each year but stock contractor, who may to make well ahead remain available while supplies be able to supply it. Speci c last; the CPD is also available information about conveyances is of time on ProRodeo.org for online use in the PRCA Committee Guide to Contract personnel or can be printed from there. Livestock Welfare; see above. Many contract personnel seeking  See the Livestock Welfare  PRCA rules require you to work place ads in the Contract chapter of this Committee Guide hire the following PRCA- Personnel Directory in addition for more information on PRCA member contract personnel to the complete directory listing. rules and policies pertaining to (with minimum number in  You also can check the ProRodeo livestock, and helpful tips. parentheses, if required): Sports News classi ed ads for announcer (1), clown/barrelman contract personnel who are Arena (1), bull ghter (2), pickup men seeking work in your area. (2), laborers such as gatemen There are no xed rules for arenas and ankmen, secretary (1), and for PRCA-sanctioned rodeos other Livestock and stock contractors timers (2). than those spelled out in the rule book  You may hire PRCA specialty acts  Your stock contractor(s) must be pertaining to bucking and timed-event to entertain your crowd. PRCA member(s). chutes. However, it is very important  All contract personnel you hire  Appoint a member of your that you work closely with your stock (secretary, timers, announcers, committee to serve as livestock contractor to develop plans for setting clowns, specialty acts, barrelman, welfare spokesperson. As up an arena that is safe for both bull ghter, pickup men and soon as he or she is appointed, audience members and the human and other in-arena laborers such as this person should contact animal participants, and that provides the chute boss) must be active, the PRCA’s Livestock Welfare maximum entertainment value. insured PRCA members. department at 719.528.4794  See the Still and Video or animalwelfare@ProRodeo. As your committee develops its Photography section below com to request a copy of the application, consider using this list to for guidance on hiring PRCA Rodeo Committee Guide plan who will be responsible for each photographers. to Livestock Welfare, which key area:  Please provide a clean, secure, will help this person prepare  arena surface sheltered room or trailer with to handle livestock welfare at  gates and chutes reliable electrical power for your rodeo. This person will  prep area behind the chutes the rodeo secretary, equipped work closely with your rodeo  bleachers and concession areas with a working, usable phone veterinarian, stock contractor and (including emergency and line with a telephone number. the PRCA, and after your rodeo, evacuation plans and a plan for

14 copyright 2017 by the profeSsional rodeo cowboys association dealing with lost children) before a performance to inspect You may use the PRCA Contract  announcers’ stand pens, arena and livestock, and Personnel Directory or contact  secretary’s of ce must be able to communicate the PRCA’s photo coordinator  contestant seating (if offered) quickly with the committee if any (719.528.4736) to nd a PRCA  rst aid and lost-and-found areas changes are necessary. member photographer. (if offered)  The judges’ post-rodeo report  Only after exhausting these  contestant and contract goes to the PRCA, but a copy will possibilities are you allowed to personnel parking lot entry and be sent to you; it may include use or hire a photographer who security suggestions for improvement of is not a PRCA member.  audience parking lot entry and the rodeo.  For insurance reasons, only security PRCA member photographers  hospitality tent, if offered Still and video photography may be in the arena; however, Other operations aspects that can  The PRCA retains all rights to all they must not interfere with be handled by individual committee still and moving images shot at competition. They may also members include: any PRCA-sanctioned rodeo. shoot from the stands, but must  program and daysheet sales and  Post a sign at your entry noting not interfere with ticket-holders’ ad sales that no one may shoot still or sightlines.  prerodeo publicity moving images for anything  All nonmember photographers  sponsorship coordination other than personal use, and that are con ned to the area you  parking lot staf ng unauthorized images may not be designate for photographers or  ticket sales, presales and comps broadcast or posted on the Web the stands; they may not enter  local advertising, media outreach or any social media platforms. the arena.  Print a similar notice on your  See the Promoting Your Rodeo Judges ticket; anyone who buys or chapter of this Committee Guide  Two judges will be assigned to uses a ticket for admittance is for more information about using your rodeo by the PRCA of cials agreeing to those terms. Contact video and photos to advertise supervisors (more if the size of Properties at 719.528.4860 for your rodeo. your rodeo necessitates it). current wording for ticket backs.  Read the Media Guidelines  You may not request a speci c  If you intend to have anyone section of the General of cial, but you can nd out shooting video at your rodeo Information chapter of the ahead of time who your judges other than participants’ family PRCA Media Guide for more are (for example, if you want to members and professionals on speci cs about credentialing mention them in your program) assignment from local, regularly photographers and other media by calling the PRCA of cials scheduled newscasts, you must members attending your rodeo. of ce at 719.528.4703. contact PRCA Properties at  The PRCA shares judging 719.548.4860. All other video Other factors to consider before expenses with committees; recording is strictly prohibited. applying the committees’ share is $225  PRCA member photographers  If you are applying for approval per judge, per performance, can provide photos they shoot and there is an existing PRCA plus a per diem for any day at your rodeo, but nonmember rodeo in the same marketing that includes slack but no photographers may not, because area, we must inform them, and performance. the PRCA retains those rights. that rodeo may contest your  Judges generally make  If you hire an of cial PRCA application. You will be noti ed their own arrangements for member photographer, only of any objection and the PRCA’s accommodations and meals, that photographer may sell decision about your application. although some rodeo committees photos on your grounds. If you  You must have an ambulance arrange for comps. do not hire a speci c PRCA present during all slack and  All PRCA judges are trained to member photographer to shoot performances in case of injury to of ciate both roughstock events your rodeo, then all PRCA a contestant or audience member. and timed events. photographers to whom you give  We suggest that committee  All PRCA judges attend a judging credentials may sell photos on members stationed at various seminar at least every other year the grounds. locations during your rodeo be to reinforce and improve skills  If you are going to hire an able to communicate with one and discuss rule changes; many of cial photographer at your another by walkie-talkie, two-way attend yearly. rodeo, you must attempt to use radio or similar device.  Judges will arrive several hours a PRCA member photographer.  See the current year’s rule copyright 2017 by the profeSsional rodeo cowboys association 15 part 3

There are two rodeo listings in the ProRodeo Sports News Business Journal : Finalization RODEO short and long. The short listing shows After your rodeo is approved, you will approved rodeos with dates and purses receive a nalization packet containing APPROVALS so that contestants can make advance your committee membership card, a travel plans. The long listing shows rule book (for new committees only), much more detail – what contestants approved fore sheets (which show your need to know for entering. ground rules) and a reminder about book for a complete list of when to submit proof of insurance requirements. Call Rodeo (at least two weeks before your Administration at 719.528.4870 The short listing rst performance). Documentation verifying approval will be sent to both to get a current rule book if you The short listing shows approved the committee and its stock contractor don’t have one. rodeos through the end of that year’s of record. rodeo season: city, dates, total purse. As soon as your rodeo is approved, it Application will appear in the short listing, and it Requirements requirements will remain there until it moves to the long listing. Pending rodeos (those after approval An application is eligible for approval whose applications are not complete)  Check your fore sheets when: will not appear in the short listing, immediately to be sure you  The original application form so it is to your advantage to start the understand all ground rules. is complete, with all required approvals process early. If you have any questions, original signatures (not a scan or contact Approvals promptly fax version), and was received by at 719.548.4880 or rodeo_ the PRCA by the deadlines listed The long listing [email protected]. on page 13.  Remember that new PRCA The long listing provides more detailed  The sponsorship application is rodeos must have their purse entry information for contestants – complete. money and judges’ fees in escrow everything they need to know to enter  Both committee fees have been with the PRCA one month before the rodeo, such as purse amounts, paid: the approval fee, based the rst performance. Any rodeo, ground rules and competition format. on the date the application is regardless of the duration of its received and the total purse About 2 ½ months before your rodeo’s PRCA sanction, may be required money; and the committee dues, rst performance, your rodeo will to put purse money and judges’ based on total purse money. appear in the long listing (designated fees in escrow with the PRCA one These fees are described in detail as PENDING if it is not yet approved). month before the event. on the application form.  Proof of insurance: documentation of public liability Approval deadline insurance as described in the Although it’s to your advantage to PRCA Rule Book, bylaw B15.7.9. Approval get approved as early as possible, the The certi cate must name the absolute deadline for approval depends PRCA as “additional insured;” on the publication schedule of the the policy must have minimum Process ProRodeo Sports News Business Journal . coverage of $1 million combined The Rodeo Approvals staff begins A rodeo must be approved in time to single limit, per occurrence, reviewing applications as soon as they be printed as approved (not pending) and $2 million aggregate. This arrive. You can expect the approval in at least one Business Journal with a documentation must be received process to take between three and publication date at least 15 days before at least two weeks before the eight weeks. the rodeo’s entry closing date. You can rst performance; otherwise get a list of the PSN publication dates the PRCA may either revoke A rodeo may be approved quickly, or it on ProRodeo.com: hover over MEDIA, approval or obtain insurance and may be designated as “pending” if the and click 2017 Advertising Kit. bill the rodeo committee for it. application is incomplete or if the rodeo  The Livestock Welfare application committee is in negotiations with the must be submitted before your PRCA regarding speci c ground rules rodeo’s rst performance. or other items.

16 copyright 2017 by the profeSsional rodeo cowboys association  If you would like to communicate Department at 719.528.4746 to If Changes Are more information to contestants nd PRCA contestants from your Necessary After than what appears in the long area. Finalization listing – such as bonus money, hospitality tents, kids’ activities, Once a rodeo is approved, it is up to the host hotels, arena or contestant committee to notify the PRCA of any parking/RV hook-up information, Assistance changes to the rodeo or corrections vaccination requirements, stall The Approvals department anticipates to the Business Journal listings. The provisions, or special events – close contact with committees seeking Business Journal goes to print almost you may submit an item for PRCA sanctioning, especially for new two weeks before the date printed on the Cowboy Column section of rodeos. Contact the Approvals staff the front of the ProRodeo Sports News the PRCA’s Business Journal. at 719.548.4880 or rodeo_approvals@ it appears in, so it’s best to check your Both content and length are ProRodeo.com at any time, with any listing as soon as you receive your limited. Contact the editor at kind of question or concern – we are magazine and call in corrections or 719.528.4768. here to help! change requests immediately in order  If you would like information to make the next issue of the magazine. to reach both contestants and  Any changes in the format of fans, if you want it to run more an approved rodeo must be than once or twice; if you want to approved separately by the PRCA include a photo, logo or website; Approvals Department and must if you want to convey more be publicized in the Business information than we can print in Journal that is printed at least the Cowboy Column; or if you 15 days before the entry closing want to control the exact wording date, which means the Approvals of your item, consider buying department must be noti ed in an ad in the ProRodeo Sports time to approve the changes. News . Contact Advertising at  Documentation verifying 214.883.1466. approval of changes will be sent  Shortly after your rodeo is to both the committee and its approved, it will appear in the stock contractor of record. schedule list on the ProRodeo. com website – free. If your Required Display of application lists a website for your rodeo, the PRCA schedule Sanctioning Documents will include a link to it; double- Once approved, you will receive check the spelling on your your certi cate of PRCA sanction, application so it will be correct on which you must display in the rodeo our website. secretary’s of ce with your duplicate  For PRCA resources that can set of fore sheets showing your rodeo’s help you with general publicity, ground rules. see the Rodeo Resources and Publicity sections of this publication.  Some committees arrange Getting the for a local cowboy to be their “ambassador” among contest- ants – contacting his friends and Word Out to acquaintances and urging them to come to their rodeo – because word of mouth can be a great Contestants asset in the rodeo family. This  You are responsible for checking cowboy can also attend one of the information in the short and your committee meetings to long listings as soon as they discuss how to make contestants appear and calling in corrections feel at home at your rodeo. to the Approvals department. Contact the PRCA Media copyright 2017 by the profeSsional rodeo cowboys association 17 part 4 Three Types of National Sponsors

SPONSORSHIPS Exclusive sponsors PRCA-sanctioned Exclusive sponsors have demonstrated extraordinary support for professional rodeos have increased What You rodeo at the national level as well as access to certain rodeo at many local venues; their support Need to Know warrants total support from the sponsors, but must ProRodeo community. comply with PRCA rules About For 2017, the PRCA has two exclusive sponsors: regarding sponsorship. • Wrangler Everyone on your National • Justin Boots

rodeo committee who is This means that rodeo committees Sponsors cannot receive of cial support in any involved in sponsorship, There are three types of national form from any company that competes marketing or advertising PRCA sponsors: with these sponsors: any company  exclusive sponsors that sells Western clothing (jeans and should read this section  rst-right-of-refusal sponsors shirts) and/or boots and footwear.  other of cial national of the Committee Guide, sponsors Rodeo committees may approach which includes these Wrangler and Justin Boots for support Each of these types of sponsors has for their own rodeos. However, if topics: a different relationship with the these national companies decline to PRCA, and these relationships may additionally support a speci c rodeo,  What You Need to Know affect your potential agreements the exclusivity clause is still in effect; about National Sponsors with organizations that sponsor your no competing company may sponsor  Three Types of National local rodeo. It is the committee’s your rodeo or display its signs or Sponsors responsibility to abide by the PRCA’s wares anywhere in the arena or  Other Effects of National national sponsor agreements. anywhere visible from or adjacent to Sponsorship the arena seats, or advertise in your  Exclusive Licensed Product Contact information for each sponsor rodeo program. Sales is in your sanctioning agreement, or  Other Licensed Products you can call the Properties department  Demographics at 719.528.4728 for assistance. First-right-of-  Sponsorship Agreement If you have questions about what refusal sponsors constitutes competition with PRCA First-right-of-refusal sponsors also national sponsors, or any other provide enormous support and backing sponsorship-related issues, contact to professional rodeo and deserve the the PRCA Properties department at opportunity to provide and promote 719.528.4728. their goods and services to and at PRCA rodeos around the country.

18 copyright 2017 by the profeSsional rodeo cowboys association For 2017, the PRCA has four rst- right-of-refusal sponsors: Other offi cial • RAM Rodeo (trucks) national sponsors Exclusive • MillerCoors Brewing (malt The PRCA encourages rodeo beverages) committees to use the following Licensed • Montana Silversmiths (Western national PRCA sponsors, all of whom belt buckle maker) have demonstrated their commitment • Pendleton Whisky (spirits) to professional rodeo and support of Product Sales • Resistol (Western hats) its goals. PRCA Properties has agreements with licensees for the creation of PRCA- Rodeo committees that want to • American Quarter Horse branded merchandise. accept sponsorship or advertising Association (AQHA) • Big Farm Toys from any organization that • B&W Trailer Hitches • Commemorative Firearms manufactures or supplies malt • Boot Barn • Purple Cowboy (wine) beverages, spirits, automobiles, • Boyd Gaming • A3 Merchandise trucks, Western belt buckles or hats • Cactus Gear must rst offer the sponsorship • Cactus Saddlery Rodeo committees who want to sell opportunity to the appropriate rst- • Cactus Ropes licensed PRCA merchandise with right-of-refusal national sponsor. • Heel-o-Matic the PRCA trademark – standard or Those companies have up to 30 days • Carroll Companies customized for their rodeos – must use to accept or decline the terms. • Hesston by Massey Ferguson these licensees. • LVCVA If these rst-right-of-refusal sponsors • MGM Grand agree to additionally support a speci c • Mirage Hotel and Casino Clothing and rodeo, no competing company may • Polaris RANGER accessories sponsor your rodeo or display its signs • Priefert Ranch Equipment or wares anywhere in the arena or • South Point Hotel, Casino and Spa A3 Merchandise is the exclusive PRCA anywhere visible from or adjacent to • Weather Guard licensee for clothing, accessories, the arena seats, or advertise in the patches, and novelty items such rodeo’s program. as water bottles and keychains. Rodeo committees can contact A3 If these sponsors decline the Other Effects Merchandise directly to purchase opportunity, the rodeo committee may items for resale, or can contact PRCA then offer the identical opportunity Properties for information on how to companies that provide competing of National to bring the PRCA’s ProRodeo Gear goods or services. However, those retailing trailer to their rodeo. companies may not oppose or demean the PRCA or any of its national Sponsorship Contact information: sponsors in any way. If the PRCA develops contracts Jon Elliot with new sponsors, it will inform A3 Merchandise If any change is made to the terms of a committees in a timely manner and 615.823.5517 sponsorship agreement, the rst-right- work with them to resolve any issues [email protected] of-refusal sponsor gets an additional that may arise with committees’ 30 days to decide whether to accept competing sponsors. No committee or decline the modi ed opportunity may accept money or services from Belt buckles before the modi ed agreement may be anyone for the purpose of denying Any belt buckles awarded or sold by offered to a competing business. brand exposure to PRCA national rodeo committees showing the PRCA sponsors at PRCA-sanctioned rodeos. logo must be produced by national The rst-right-of-refusal is a clean- sponsor Montana Silversmiths, slate agreement; you must offer the exclusive licensee for belt buckles. opportunity to the national sponsor rst each year before extending it to Contact information: any competing business. Callie Adams Montana Silversmiths 800.548.4511 [email protected] copyright 2017 by the profeSsional rodeo cowboys association 19 part 4

SPONSORSHIPS Demographics Rodeo committees can use demographic information to show potential advertisers and sponsors what kinds of audiences they can reach by sponsoring your rodeo or Other advertising in your program. For example, potential sponsors might be surprised to learn that rodeo Licensed audiences are nearly equally divided between men and women, enjoy a Products multitude of outdoor activities, eat out often and are technology-savvy. The PRCA also has licensees for wine The table below shows 2017 data; for and children’s toys. Contact: current demographics, please call 719.528.4860. Terry Wheatley Purple Cowboy 707.287.6310 [email protected]

Big Country Farm Toys Greg Huett 479.419.0789 [email protected] Sample demographics You can request up-to-date demographics from PRCA Properties at 719.528.4719; this is a partial sample from 2017. Financial institutions and mortgage companies might be interested to Sponsorship know that:  51 percent of PRCA rodeo attendees report a median household Agreement income of $50,000 or more  67 percent own their own homes; 56 percent attended college This is the document you’ll submit to Rodeo Approvals with your application Local restaurants and taverns will be happy to hear that: to become a PRCA rodeo; it will be  94 percent of PRCA rodeo attendees ate at a fast-food restaurant in reviewed by PRCA Properties. If the previous month you have any questions about this  94 percent ate at a sit-down restaurant in the previous month agreement, please call 719.528.4728.  17 percent drank some type of liquor and 37 percent drank a beer in the last 30 days

Vehicle retailers would like to know that PRCA rodeo attendees are:  11 percent own an ATV (All-Terrain Vehicle)  44 percent own trucks

Retailers will want to know that PRCA rodeo attendees are:  44 percent of men have purchased men’s casual clothing in the last 12 months  33 percent are from Rural C & D counties  41 percent visited a casino in the last 12 months  43 percent have gone shing in the last 12 months

20 copyright 2017 by the profeSsional rodeo cowboys association copyright 2017 by the profeSsional rodeo cowboys association 21 part 5 liaison between the media and the rodeo secretary during your rodeo. Experience with the media is very helpful, but not necessary as long as the publicity director and media contact are willing to learn how to do PROMOTING the job – starting with reading this chapter of the PRCA Committee Guide! YOUR RODEO Promotion Dedicated, organized the Media  Getting on the Internet versus promotion is perhaps  Special Promotions  Promotional Checklist the Press the most important work  Promotional Budget It’s important that everyone on your you can do to guarantee committee understand the difference Ensure that all of your outreach efforts between press and promotion. good results at the gate. include PRCA trademarks. See the “Committee Resources” chapter of this The four distinct areas PRCA Committee Guide to learn more The Press of promotion – public about using the trademarks. Press includes news coverage in newspapers, magazines, radio, relations, advertising, television and online – from press publicity and online releases and press conferences to Appointing sports stories and human-interest (Internet) presence – features. You have to put in some work to initiate press coverage, and once you are all crucial elements a Good get the ball rolling, the press controls the content. It’s free, so you want as of a successful rodeo. much press as possible – understanding Your job is to make it Publicity that your well-planned actions will in uence but not control the content. easy for other people to Director Read the Generating Publicity through talk about your rodeo Too often, rodeo committees treat the Media section of this chapter to the title of publicity director as a learn more about this topic. in as many places as gurehead, appointing a volunteer who expects to react to opportunities possible. This chapter that present themselves rather Promotion describes the many than seeking out more and better Promotion, on the other hand, is opportunities. generated by you – you do most, if not steps necessary to all, of the work, you and/or sponsors A good publicity director is friendly, pay any costs, and you control the achieve a successful organized, hard-working, ready to content almost entirely. Promotion promotional campaign: start at least six months before your may include: rodeo and has a go-getter personality  Advertising (print, TV, radio, Internet)  Appointing a Good Publicity that naturally reaches out to various  Presence on social networks Director community organizations and entities. like Facebook and Twitter  Promotion versus the Press  Government publications and  Dividing the Workload Your publicity director may work websites, especially tourism-  Public Relations directly with the press or appoint related  Advertising someone else to ll that role, both  Public relations – from  Generating Publicity through before the rodeo and to be the

22 copyright 2017 by the profeSsional rodeo cowboys association personal contacts to and is willing to put in long hours doing start and end with your thanks for the community relations hands-on work as well as leading the opportunity to speak to the group, and  Press releases committee. The committee should also can include information about:  Posters include at least three other volunteers –  how exciting the events are,  Flyers two who write well and can deal with and how much good, clean fun  Store window displays media, and a third person who is a rodeo offers  Personal appearances detail-oriented and can make sure all  national rodeo audience  Billboards and large signs deadlines are met and all areas are demographics, such as that  Banners covered. it’s the seventh-most-attended  Bumper stickers professional sport in the U.S.,  Special events such as golf and 63 percent of the audience tournaments, banquets, has household income of parades, roundups, cattle Public more than $50,000 ( nd more drives, trail rides, cowboy demographic information in poetry gatherings, dances and Relations the Sponsorships chapter of concerts It’s important to establish positive this Committee Guide)  contests long-term relationships with as many  impact on local businesses – entities in your community as you multiply the number of people possibly can. who come to your rodeo (audience and contestants) Dividing the by how much money each Developing contacts one spends, on average, in Work with your committee to make town as a result of attending Workload contact with local businesses, starting the rodeo – gasoline, Whether you hire outside help with those that already support your hotels, restaurants/bars, depends on your revenue stream. rodeo, but also setting a goal to reach entertainment, shopping, Large rodeos in cities with populations a certain number of new businesses camping, feed and veterinary greater than 100,000 often contract each year – businesses that haven’t yet supplies, auto repair, with advertising agencies, PR rms gotten involved with your rodeo. You convenience stores, medical or freelance publicists, all of whom might offer them two tickets to raf e treatment, equipment, lottery can draw on their long-established or use internally as a performance tickets …. If you don’t have relationships with media. Advertising reward – those folks might buy this information, conduct a agencies primarily produce ad additional tickets, and they might talk survey in the rodeo audience copy, not news releases; PR rms up the rodeo to other rst-timers. Just this year to use next year – if primarily handle publicity rather than be sure you offer existing supporters you and three other people advertising; freelance publicists can at least as good a deal as you offer to fan out and each talk with 25 help you with both, but may not have new businesses! people in the stands, you’ll as many resources or contacts to get a decent sample – then activate on your behalf. multiply the amounts by your Promoting your rodeo total attendance. Also survey Some large rodeos hire full-time contestants to see how much publicity people who work year-round to groups they spend locally, on average, for the committee; they become rodeo Develop several educational and include that number with experts who manage advertising presentations that you can deliver at a your total and ow information to media. moment’s notice, anytime, anywhere,  your rodeo’s other Previous media experience, strong anyone asks you about the rodeo – contributions to the organizational skills and excellent or any time you can strike up a community – gifts to charities, writing ability are all necessary conversation! You will need 30-second scholarships, volunteering qualities. and two-minute versions for informal for other events and conversations, as well as ve-minute organizations, hosting events, Most small rodeos use volunteer and 10-minute versions that you can and so on publicity committees. An effective use whenever someone gives you (or  your rodeo’s standards publicity committee will have one others on your committee) the chance for professional conduct, publicity chairman who is accustomed to speak at a meeting. and its commitment to and to leading a group, has experience investment in livestock working with media and advertising, These presentations should always welfare (be speci c) copyright 2017 by the profeSsional rodeo cowboys association 23 part 5 nd the nearest Toastmasters group someone to toss biased questions at and ask for help! you so that you can get the feeling of answering brie y and sincerely, then PROMOTING Meanwhile, give your 30-second adding a positive note. spiel to everyone you meet – friends, teachers, work colleagues, YOUR RODEO customers, vendors, cashiers, waiters and waitresses, and Advertising especially people who work with Spend your advertising dollars  your rodeo’s history within tourists, such as hotel desk clerks wisely to ensure you get the result the community (should be and cab drivers. Consider printing you want – greater gate receipts! less than one-quarter of the simple business cards on your home presentation) computer that you can use to break  rodeo’s family values and the ice and start these conversations, Outlets for advertising then leave with each of these people the Western and Americana Television commercials aspects of rodeo’s heritage after your discussion. Whether they stick them on their fridges or throw  Create a TV commercial. them away, that’s at least one more The PRCA makes two More presentation tips time they thought about the rodeo. 20-second spots with great If you can, develop a PowerPoint action rodeo available for presentation that includes lots of If you deliver your instant version to you to use in commercials. exciting rodeo action photos and just two people a day for six months, One has professional beautiful livestock/pasture photos. and each of them takes home a card, voice talent and the other Many teenagers have the knowledge you’ve promoted your rodeo more is silent so that you can to help you put this together! than 350 times. If each of the other use your own audio; both three people on your committee have time for your tag Consider bringing some freebies – does the same, that’s more than information including dates, bumper stickers, patches, pins, 1,400 mini-promotions that didn’t times, location and ticket pens, koozies – to give away at these cost a dime! sale information. You can presentations. Every time someone download these spots from sees the item they took home, they ProRodeo.org. are reminded of your rodeo. Be prepared for FAQs  Try to secure a local TV Part of preparing your presentation station as a sponsor – the If organizations offer you a longer is being ready to answer frequently terms of the sponsorship slot in which to speak, consider asked questions. For example, will likely include production showing them the PRCA Animal a common misconception that costs and free air time for a Welfare video. See the Livestock nonagricultural people have about commercial. Make sure you Welfare chapter of this Committee rodeo is that ank straps are placed have the right to use your Guide for information on how to get around the animals’ genitals, so be commercial at other stations. this free video. prepared to answer that question  Contact all other local TV with credibility, sincerity and stations and ask if they Contact area organizations starting possibly humor – but without making will match your air-time at least eight months before your fun of people who don’t know much ad purchases with public rodeo, asking for the opportunity about livestock. service announcements (see to speak to their group and letting below). them know you can speak for one It’s best to be familiar with PRCA Radio commercials rules regarding livestock welfare. to 10 minutes, as long as they Radio commercials and radio station Your committee will receive a copy want. Potential groups include the sponsorships work similarly to TV of the current rule book when your Chamber of Commerce, Grange, commercials. Many also offer free rodeo approval is nalized. Rotary Club, business networking space on their websites to public groups (which often place ads in events. Your rodeo announcer or Answer any negative questions local newspapers), and Lions, Elks, the talent at your local stations may brie y and sincerely, then switch to a Eastern Star, Odd Fellows and other be willing to help you produce a positive aspect of your rodeo before fraternal organizations. radio commercial. You can download taking the next question. It’s best a 30-second clip of George Strait to practice this technique rst – ask If you are shy about public speaking, talking about rodeo that can be

24 copyright 2017 by the profeSsional rodeo cowboys association used in your commercials. Contact producing ads. month before your rodeo. PRCA Properties at 719.548.4860.  Find out whether your local  Ask local restaurants to put newspaper wants “camera- them at tables the week Public service announcements ready” ads or whether it of your rodeo. Some local will help with layout of sponsoring businesses might Especially if your rodeo is a your ads. The best way to be willing to tuck them into nonpro t, local TV and radio stations deliver camera-ready ads customers’ bags. And you may be willing to run public service is to produce a PDF or JPG can recruit local boosters announcements free of charge. You’ll of the ad in several sizes. and school groups to put get six free PSAs in your marketing Most people who have them under car and truck kit from Properties that you can graphic design software windshield wipers at public use; their topics include the PRCA, on their computer, such as events all month; check ProRodeo FanZone, ProRodeo.com, InDesign or Quark, or any state laws and city/county ProRodeo Sports News , ProRodeo photo-editing software, can ordinances rst. Hall of Fame and more. The stations produce one of these le may even record a customized PSA formats. speci cally about your rodeo – free –  To place ads in the ProRodeo Billboards and if you provide the information they Sports News , the of cial large signs need early enough. You submit the magazine of the PRCA which The bigger the better! And think script – usually 15 seconds long, so is read by tens of thousands location, location, location. read it aloud to get the timing right. of rodeo fans across the  Billboards are expensive, but Be sure your script includes: country and goes to every  you might be able to nd a Name of your rodeo PRCA contestant member,  billboard company that will Rodeo dates and times contact Advertising at  sponsor your rodeo. Ticket price 214.883.1466.   Some members of your What part of the community  Large ads can include action committee might have land is bene tted by the rodeo photographs, but make sure that adjoins a highway or your committee owns full interstate, and allow you to Below the script, include your rights to the photo or has put up a 4’ by 6’ or larger sign contact information (phone and written permission from made of lumber and plywood; e-mail) and help for pronouncing any the photographer to use smaller signs are too hard to rodeo-speci c words, such as chute the photo in ads. See the read at highway speeds. (“shoot”) and Tsinigine (“sin-uh-gin- Photographers and Camera  A local sign company might ee”). Operators section later in come on as a sponsor in order this chapter. You may be able to record your spot to display some of their sign- on your own computer if you have making capability at your software to produce .MP3, .WAV Posters, yers and rodeo. or .WMV les – most prefer .MP3, but check with the radio station to other printed promos nd out what types of les they can  Create your own posters for Banners and accept. Give the le a descriptive display in store windows, bumper stickers or start with the PRCA’s name such as “Rodeo_2017_PSA.” You can make bumper stickers for posters and add your rodeo’s If you submit more than one, your own rodeo or order PRCA information at the bottom. name them after what makes decals from PRCA Properties at Contact PRCA Properties them different from each other: 719.548.4860. The longer people at 719.528.4860 to request “Rodeo_2017_PSA_15_secs” and see your bumper stickers, the more posters. “Rodeo_2017_PSA_30_secs” or engrained their memory of your  Create 8 ½” x 11” nonfolding “Rodeo_2017_PSA_crowd_noise” rodeo’s identity. and “Rodeo_2017_PSA_bull_riding.” yers and put them in clear plastic display units you However, it’s best to wait to put up purchase; businesses can Newspaper and magazine ads banners until a month or so before display them on counters. your rodeo, so they don’t get “tuned  Try to recruit your local  Print smaller horizontal out.” To request PRCA banners, call newspaper as a sponsor; yers on card stock and ask PRCA Properties at 719.548.4860. they can help with printing local hotels to put them in posters and yers, as well as all guest rooms starting the copyright 2017 by the profeSsional rodeo cowboys association 25 part 5 Focusing on relevance Knowing who does what Your local media do not owe you free Reporters cover news and events publicity, but it is important for you to in their communities. They are not PROMOTING seek publicity to go along with your obligated to cover your rodeo, or to paid advertising. News editors are cover it the way you think it ought YOUR RODEO happy to cover legitimate events in to be handled. However, you can their communities – it is up to you to in uence their coverage by making convince them that your rodeo is of sure you touch base often, offer vital community interest. information, and provide timely story ideas. For example, a couple of months Reporters and news editors like facts, before the rodeo, you can pitch a story Generating so start with these: about the preparations your committee  The number of people who is making – maybe a newspaper will attended your rodeo last year send a photographer to shoot your Publicity  The number of community arena preparations, or a TV station will members who volunteer at interview your rodeo president in front through the your rodeo of some equipment you’ve updated this  Whether any local year. The Promotional Checklist at the government of cials or local end of this chapter has more ideas for Media “celebrities” will be there story pitches. Publicity is nothing more than placing  Local talent – circuit standouts your rodeo in front of the public. (get from the ProRodeo Sports Advertising representatives are Good publicity creates goodwill for News ) and regional contestants salesmen and saleswomen. If they your rodeo and your committee, and with interesting stories sell you a service, you are entitled to that usually equates to good gate  Whether any nationally put into that ad space any legitimate receipts. But of the four primary ranked contestants will information you want. The most areas of promotion (public relations, compete there prominent aspects of your ads advertising, publicity and online  How much impact your rodeo should show the what/when/where presence), publicity via the media is has on the local economy of your rodeo. the hardest to produce effectively.  How long your rodeo has been part of your community Although a reporter and an ad Do not expect publicity to roll in just  What makes your rodeo salesperson may work for the same because you have announced your unique and distinctive from company, they provide different event. You want to keep the media other rodeos in the area – services. Nothing turns off a reporter aware of your rodeo and make it as such as that it’s a PRCA more than holding advertising over easy as possible for them to cover it – rodeo with national branding, his or her head. Work with both kinds without making yourself a pest. sponsors, standards and of people – you need them more than contestants. they need you.

Understanding Offering basic information the media mindset Reaching out Very few reporters are rodeo experts. to the media Paying attention Offer your local media as much to deadlines information as you can, especially Whom to target about events and livestock welfare – All media operate under deadlines. A large rodeo in a small town will have the easier you make it for them to No amount of information is helpful to draw its audience from a larger cover your rodeo, the more likely you to them if it isn’t delivered when they area, which means advertising in are to get coverage. need it. Therefore, let the media know more areas. It also means contacting when and how to get hold of you, multiple radio and TV stations as well Each of your encounters and and answer their requests as quickly as newspapers that serve communities communications with local media – as possible – especially requests near your own with your story pitches from phone messages to press kits – for contestant contact information and to request PSAs, and recruiting should include your rodeo’s name and for interviews. The PRCA Media more volunteers to put up posters and dates and your contact information. Department (719.528.4772 or 4746) signs in a large geographic area. can help arrange those interviews. A smaller rodeo can focus on just a

26 copyright 2017 by the profeSsional rodeo cowboys association few media outlets, which means lower section above when you request these the media, is to get both free content advertising costs and less geographic meetings, and all of those points that meets their quality and editorial area for pavement pounding – but if during the actual meetings. standards and great story ideas they the potential market is smaller, it’s can pursue on their own. Therefore, even more important to completely If you are successful in selling one the more closely your press releases saturate it with news of your event! of these ideas, ask for a planning re ect what the media wants and meeting as the rodeo draws expects, the more likely they are to Setting up meetings closer – one at which the reporter, use your materials. cameraman or photographer, and Don’t be shy about approaching editor or producer will be present, You can measure your success at multiple people at each media outlet. along with several people from your writing press releases by tracking the If you get started three to six months committee, to exchange ideas, select number of times someone in the media ahead of your rodeo, you can set up interview subjects and arrange photo uses them – either by printing material meetings with the general managers of opportunities. from them or by reading parts of your your local radio and TV stations and the releases on the air, or by calling you publisher, news editor and sports editor Media folks like freebies as much as for more information about the topics of your local newspaper(s). You might anyone else. Your committee receives you promoted. Not every press release use these opportunities to ask for: two media CDs to give to local media; will generate responses, but if none  Weekly two-minute TV and you can request additional CDs as well of them show results, call the people radio features covering as printed Media Guides to give away you’re sending them to and ask what preparations for the rodeo – at these meetings by calling the Media they want to be informed about, so you cleaning up the arena, Department at 719.528.4772. can improve. Remember, they want installing or repairing free content, so they probably will be the chutes, setting up the happy to give you advice! outdoor pens (a perfect Phone calls chance to showcase the care The key to publicity-generating phone A good press release includes: you take of the livestock), calls is to stay brief and focused, and to  A heading that shows your and so on make them with gradually increasing rodeo name and dates,  A commitment to cover frequency rather than in a urry. your own name and contact your rodeo’s results in the information, the date you are newspaper’s sports section, Six months before your rodeo, call sending it, and the words with two feature stories each to introduce yourself in your role as “For Immediate Release” day you have a performance – rodeo publicist, give your contact (unless you want the story one on all the rodeo events information and ask whether they held back until a date you and one focusing on a speci c would like to receive a ProRodeo specify like this: “Embargoed contestant from your region Media Guide and rodeo event until July 30”). who is expected to do well or information.  A brief and speci c headline has a unique story describing the most exciting  A six-day package in the Call three weeks later to ensure they part of the story, because local news section during received the materials, and every two reporters are not required to the week leading up to the to four weeks after that with speci c read any further – you must rodeo, perhaps a half page story pitches. See the Promotional grab their attention with each day, on preparations, Checklist at the end of this chapter for headlines like “Rodeo adds expectations, the contract story ideas. $50,000 to local business cash personnel who will be drawers” and “Five top regional entertaining the crowd, a Also, follow each press release with cowboys to compete here.” rodeo primer (the PRCA a phone call to your most important  Start your rst paragraph Media Department can media outlets to make sure that with a dateline (city and send text that newspapers someone received it. state) and long dash, like this: can reprint), the rodeo’s PECOS, Texas – or RED economic impact on the Your press releases LODGE, Mont. – community, rodeo royalty,  The rst paragraph of your and so on The purpose of a press release, from your perspective as a rodeo press release, called the lead, committee, is to get your story should be only one or two Remember to mention some of sentences long, and it must what’s in the Focusing on Relevance published – free. The purpose of a press release, from the perspective of clearly state the who, what, copyright 2017 by the profeSsional rodeo cowboys association 27 part 5 (719.528.4758) for help with all year long, so it remains on their contestant name spellings horizon. before you get your list. PROMOTING  Have at least two other people Food and free tickets read your press release before you send it, to be sure Members of the media are YOUR RODEO it can be easily understood underappreciated and often underfed. and doesn’t leave questions If you want to make friends, personally hanging. deliver a bag of bagels, doughnuts or  If you are successful in getting cookies with two free rodeo tickets to when and where of your topic. each media outlet you are targeting. See examples on next page. your press release used in a newspaper, you are at the Nothing else is as effective for  Each press release should connecting to local media. cover only one topic (tickets mercy of an editor who may going on sale, country music have to decide at the last act booked, top-10 cowboys minute how much of it gets Helping the press scheduled to compete), and used. Editors cut from the should be limited to 800 bottom, so don’t put anything cover your rodeo words – about a full page important at the end. When So your media outreach has been single-spaced or two pages you write your release, keep successful, and several newspaper, TV double-spaced. If they want in mind that they might and radio people are coming to your more information than that, use three paragraphs, six rodeo. Now what? they’ll be writing their own paragraphs, or all but the last story – which is even more paragraph – it simply depends Media inquiries successful for your purposes on the size of the “hole” on the When the media calls, respond than if they print your press page they are dropping it into. quickly. They are almost always on release, because they are  If you are successful in getting deadline; if you don’t return calls, you investing time and effort in your press release used by a won’t get coverage. your rodeo. TV or radio station, they may  In all media, including TV and call you to set up a phone If the reporter wants contestant radio advertisements, please or personal interview with photos, give him or her one of the use the phrase “Professional the subject of your press media CDs your committee received, Rodeo Cowboys Association” release. Therefore, most of which contains: in the rst reference and your press releases should  Mug shots of the top 30 “PRCA” after the rst use. quote someone saying cowboys in each PRCA event Also, please use “Wrangler something, whether it’s  Reigning world champion National Finals Rodeo” in your rodeo president talking bios, headshots and action rst reference and “Wrangler about economic impact, your photos that local media can NFR” subsequently, and livestock superintendent use with the following credit: “ProRodeo Hall of Fame and talking about safeguarding PRCA ProRodeo photo Museum of the American the animals, or a committee  bio and Cowboy” in rst reference member talking about which photo and “ProRodeo Hall of Fame” contestants are coming or the  PRCA logos and trademarks subsequently. special events and promotions  Use a spelling checker, and that are coming up. If the media wants action shots you double-check the spelling don’t have, ask them to contact of every name in your press PRCA press releases the PRCA Photo Coordinator at 719.528.4736. release. A reporter who gets Call PRCA Media PR at 719.528.4746 an incorrectly spelled name to ask that your local media outlets If they want to interview contestants, from your press release be added to our weekly press release have them call the PRCA Media may never give you another list – simply provide us with e-mail Department at 719.528.4772 or 4746. chance. Names on your addresses. They will then receive We cannot give out contestant phone PROCOM contestant lists weekly press releases that include numbers, but we will promptly attempt are spelled correctly; check rodeo coverage (so they learn how to to contact the speci ed contestant(s) ProRodeo.com’s Cowboy write about rodeo), news and notes and ask them to call or e-mail the Bios section or contact the of general interest, and standings – PRCA Media Department reporter.

28 copyright 2017 by the profeSsional rodeo cowboys association copyright 2017 by the profeSsional rodeo cowboys association 29 part 5 media outlets you recognize: media who miss your deadline daily or weekly newspapers, for credentials – most will have news services, publications identi cation cards from their PROMOTING that regularly cover rodeo employers so you can easily and Western events, local verify their legitimate interest radio and TV stations and in covering your rodeo. Being YOUR RODEO their national af liates and prepared to issue credentials recognized Internet reporters. on the spot – even at the front If you’re not sure whether an gate – can avoid damage to applicant is from a recognized hard-won public relations. If they want to interview contract media outlet, contact the  Print credential badges or personnel, such as bull ghters and PRCA Media Department for lanyard tags so that rodeo specialty acts, or if they want to buy assistance at 719.528.4746. volunteers can identify the high-quality photographs from PRCA  All non-PRCA photographers bearers and assist them with photographers, they can get contact must sign a license agreement whatever they need – be sure information by hovering over the word prior to receiving credentials. this is covered in a volunteer MEMBERSHIP on the ProRodeo.com  Keep track of all credential meeting. It’s best to color- menu and clicking Contract Personnel applications and passes code them based on areas Directory. Your committee also issued. where the bearers need to received a printed Contract Personnel  Work with members of the go. For example, you might Directory with this information. use red for reporters (who The Media Guide (both printed and online) contains short bios of clowns, barrelmen, bull ghters, announcers, specialty acts and stock contractors.

Press credentials All major professional sports issue press credentials to identify working reporters, photographers and camera operators, and your rodeo should be no different – it can be helpful to easily identify which people are accepted professionals and which are not.

Follow these steps for credentialing:  About ve weeks before your rodeo, let all your media contacts know that they will need to apply for press credentials to receive passes and access to contestants. You might create a form similar to the PRCA’s NFR press credential application, at right. It should be due to you at least two weeks before the rodeo begins.  Call each media outlet to verify that each applicant for a press credential is “on assignment” (that’s the key phrase) to cover your rodeo. Issue credentials only to representatives of

30 copyright 2017 by the profeSsional rodeo cowboys association need access to interview Only PRCA card-holding event chutes only if that’s approved by contestants), blue for pit photographers are licensed to sell the rodeo committee and the PRCA’s photographers, and green for photos taken at PRCA-sanctioned Photo Coordinator. PRCA member photographers rodeos. No other photographers may to whom you have granted provide their photos or use them for Lighting your arena arena access (see below). any purpose other than the speci c If you have indoor or night purpose for which they were assigned performances, you might want Photographers and and credentialed. See the Approvals to check out ProRodeo.com’s camera operators chapter of this Committee Guide for Photographers section for some more information on photographers. helpful information on how to mount Your credential form for your lights. In many arenas, the photographers and camera operators Because their equipment is problem is not the quantity of light should require the photographer to cumbersome and can pose a but how that light is placed, and the initial a clause stating that images safety risk, each TV crew should PRCA website shows how cross- taken at your rodeo will be used only be accompanied constantly by a lighting can enhance the experience for the speci c story and the speci c committee member. for the audience as well as improve publication for which they were the photographs that can be used granted a credential. For questions to promote your rodeo. Contact PRCA photographers vs. regarding photography at rodeos, the PRCA’s Photo Coordinator at nonmember photographers contact the PRCA’s Photo Coordinator 719.528.4736. at 719.528.4736. Only card-holding PRCA member photographers are allowed to be in Media access Your form should clearly state the legal the arena to photograph. The only basis for images shot at your rodeo: exception to this policy is a post-rodeo Any media representative – reporters, The PRCA retains all rights in and ceremony shot, if applicable. writers, photographers, videographers, to the lming, taping, recording other radio and TV personnel – may in any media now or hereafter The PRCA Photo Coordinator reviews need access to contestants behind known, still footage/photography, applications from photographers the bucking chutes or dressing room, radio or television broadcasting or wishing to become PRCA before or after the rodeo. Make every reproduction in any manner of form photographers; they may contact effort to accommodate them and thereof of any PRCA-sanctioned the PRCA’s Photo Coordinator at connect them to the people they want event. The only exception is coverage 719.528.4736. to interview, while supervising them for local, regularly scheduled newscasts. to be sure they don’t interfere with Any nonlocal news outlets must rst Card-holding PRCA photographers competition, with contestants preparing get approval from the national PRCA are granted arena access whenever to compete soon, or with the work of of ce before they can shoot footage possible, as they have the skills and committee members, volunteers or at any PRCA-sanctioned rodeo. For equipment to put your rodeo in a good other working members of the media. more information, contact Properties at light. However, you may want to limit 719.548.4860. the number of in-arena photographers, Seat newspaper reporters and other writers in an area with good sight lines depending on the size of your arena. to arena action. Above the bucking See further rules in the General chutes or near the announcer’s stand Information chapter of the PRCA All photographers except those you is often ideal. Media Guide, and ask all credentialed speci cally permit inside the arena photographers and camera operators must shoot from outside the arena to read the section headed Media fence, at the discretion of the rodeo Press room Guidelines. committee. The PRCA recommends a Most media at local rodeos will work supervised area where photographters on their stories after the rodeo and Freelance photographers and have good sight lines and will not be away from the arena, but if you possibly videographers must be approved bumped by audience members or can, provide a press room with phone in advance by PRCA Properties interfere with audience sight lines; access or good cell phone reception and (719.528.4860), and should be some photographers call this the “pit.” a supply of reference materials such as credentialed only with proof of PRCA Media Guides, your daysheets, assignment for a speci c media Legitimate and credentialed media injury reports and so on. Access should outlet and only after signing an photographers should not be be limited to credentialed members of agreement that limits usage of the restricted to the pit. They can shoot the media. Water, coffee, and snacks images to the speci ed assignment. from behind the bucking or timed- are always appreciated. copyright 2017 by the profeSsional rodeo cowboys association 31 part 5 Well before your rodeo begins, assign one person to sit near the secretary throughout the rodeo and type up all Getting On PROMOTING scores, times and places as the rodeo is going on; print multiple copies as soon as the rodeo is over, and the Internet YOUR RODEO pass them out or e-mail them to all How to use credentialed members of the media ProRodeo.com as quickly as possible, ideally within The PRCA maintains a full-service a half-hour to an hour – as well as to website that includes information you the PRCA Media Department (fax to can use to help promote your rodeo: 719.548.4889 or e-mail to jbainbridge@ Ideally, your press room will have  World, circuit, series and ProRodeo.com). excellent WiFi or other Internet Xtreme Bulls standings, access – wireless or hard-wired. If not, so you can include current These results should always be post on the wall the location of the information about which of headlined as “Unof cial Rodeo nearest sources of WiFi – possibly the your contestants are on hot Results” and should include your nearest public library, McDonald’s, streaks in your press releases rodeo name and date (month, day and Starbucks or truck stop – because and story pitches to local year). Results do not become of cial media generally work on tight media until they are audited at the PRCA. deadlines.  Cowboy bios – help your local media nd them to prep for Reporters will appreciate it even more More information contestant interviews if your results are in AP format, as For additional media guidelines, refer  Contract personnel bios for in the example below, although this to the appropriate section of the PRCA your entertainers – in the is not necessary – providing correct Media Guide. Press Room page under 2016 information quickly is more important Media Guide than how you format it.  Livestock welfare information After your rodeo  Advertising opportunities – What the media wants after your committees can purchase rodeo is results – ideally, instantly. banner ads on ProRodeo.com (colorful, rectangular ads which pop up on the home page); these have produced a lot of click-throughs to individual PRCA rodeos’ websites. To place an ad on ProRodeo.com, contact PRCA Advertising at 214.883.1466. Creating your own website Even if it’s just a single home page with basic rodeo information, you should have a website for your rodeo. Include its URL (eg., www.yourrodeo. com) with your Approvals forms (double-checking to be sure your site name is spelled correctly) so that it will be posted on ProRodeo.com’s rodeo schedule page.

You don’t have to be a techie to create your own website any more. Once you have all your information gathered,

32 copyright 2017 by the profeSsional rodeo cowboys association contact the PRCA Webmaster for tips a real Facebook presence for your by calling 719.528.4721. own rodeo, however, you will need a Mass posts A free Web service called Ping will Facebook page for your rodeo, with allow you to post to both Facebook Your home page should include: a “wall” on which you display your and Twitter simultaneously – as well  Your rodeo’s dates, location, information. (Almost any teenager can as Blogspot, Myspace, WordPress and schedule, ticket prices and help you set up a page.) many more. how to buy them  A contact e-mail and phone Be sure your key words include your number town, the words “rodeo” and “pro E-mail and text blasts  A link to ProRodeo.com rodeo,” the name of your rodeo, PRCA, If you have some way to collect your (and let our webmaster, and all the event names, so that other audience’s e-mail addresses and/ 719.528.4721, know about it, Facebook users with those key words or cell phone numbers, you can use so we can link back to you) can nd you easily. You will want to programs such as Constant Contact  Logos – your rodeo’s logo, the monitor your Facebook page daily, to set up e-mail blasts (promotional PRCA logo (see the Resources so that you can answer any questions e-mails that can go to thousands chapter for how to get it) and people have posted and delete any of recipients at once) or send text your sponsor logos inappropriate postings such as profanity messages to your cell phone contact and rambling or off-topic posts. list. This tactic is best used for concert If you have time to build a more announcements, the ticket sale elaborate site, add pages for: What to put on your Facebook page: opening date, and other quick hits.  Contestant information like  Dates, times and location of stalls, sponsoring hotels, your rodeo parking, camping and maps  Promotions and special events  Your contestant list  Contact information  A photo gallery with shots of  Link to your website Special last year’s rodeo (with credits  All of your press releases, so to the photographers) media can go back through  Photos of your specialty acts/ them Promotions Rodeo committees have come up with clowns/barrelmen and links all kinds of special promotions to kick to their websites One great use of your Facebook off their rodeos and generate interest – page is to advertise last-minute and ticket sales! Some popular, After your website is built, put it on promotions – perhaps a free ice cream traditional tie-ins include celebrity golf your ads and all promotional materials. cone at a local shop for showing your or bass shing tournaments involving Also, tell your local fairs, state and rodeo ticket, or $1 off a rodeo ticket both cowboys and local celebrities, county tourism agencies about your for showing your ice cream receipt. parades, trail rides, kickoff banquets or website and ask them to link to it. Local People tend to check Facebook for chuckwagon dinners, queen contests newspaper and TV stations might put these kinds of last-minute deals. and post-rodeo concerts. your link on their sites, especially if you buy ads on their websites. You can connect your Facebook Other committees have gotten pages to all of our Facebook pages creative: inviting an entire town to to improve your cross-traf c, as the Facebook a apjack breakfast, setting up a PRCA maintains separate Facebook “cow pie jog” or a bike, motorcycle pages for ProRodeo.com, livestock You can become a fan, or “friend,” or skateboard “rodeo;” organizing welfare, youth rodeo, the Justin of ProRodeo.com’s Facebook page cowboys (in boots) versus Cowboy Crisis Fund and the ProRodeo and make postings to it mentioning committeemen (in cleats) for a your rodeo – which will be visible to Hall of Fame. baseball game; hosting a Western everyone who checks our “wall.” Our artists’ reception and silent auction for Facebook page has, as of winter 2016, Twitter original art used in your posters and almost 500,000 “friends.” You must trophies; scheduling a groundbreaking have a personal Facebook account If you want to send frequent, short ceremony in which local of cials toss to become our friend, although you communications to your fans, you can or turn over the rst shovelfuls of dirt do not necessarily need your own set up a Twitter account. Then you in the arena; hosting ice cream sundae Facebook page for your rodeo to can send text (and photo) posts, called socials; even setting up a contest be our friend. You can set up a free tweets, to everyone who has sought among local businesses for the best Facebook account quite easily; it you out and become a “follower” of rodeo-oriented display windows. takes less than 15 minutes. To get your rodeo. copyright 2017 by the profeSsional rodeo cowboys association 33 part 5  Civic and municipal website address and plenty of organizations action photos!  Gather contact information PROMOTING National PRCA sponsors provide free for each media outlet in your materials and encourage their local region: phone numbers and dealers to tie into your rodeo – e-mail addresses. Include a YOUR RODEO see the Sponsorships chapter of sports editor, news editor this Committee Guide for more and features editor from each information about getting national newspaper and magazine; the sponsors involved in your local rodeo. sports producer and features Special event ABCs producer from each area TV  Time your promotion to boost In the Resources chapter of this station; and the promotions ticket sales. Committee Guide, read about how director at each local radio  Effective promotions connect to incorporate local ads and content station. to community interests – does into the PRCA’s full-color ProRodeo  Prepare your publicity budget. your community have a lot of Program – including exchanging  Organize your publicity staff/ golfers, riders or anglers? promotions with other local volunteers.  Promotions should generate entertainment entities that encourage  Reach out to allied enough good publicity that your fans to attend their events as well organizations such as queen/ local businesses who did not as their fans to attend your event. royalty contestant directors, participate this year will want 4-H and FFA, charities that to do so next year. bene t from your rodeo and  Rodeo is deeply rooted in so on – having breakfast family values. Keep your Promotional together a couple of times promotions in good taste and during the “off season” is a with an eye toward livestock great way to generate ideas. welfare issues. Checklist  Find local, regional and The following list is not state calendars on travel and comprehensive – read this entire tourism websites – there will Tie-in promotions chapter, as you may nd more options be dozens in most areas – and Mutually bene cial promotions – elsewhere that you want to add to your get your rodeo listed on them. sales, giveaways or trades – promote checklist. Many tourists plan trips using both local businesses and your rodeo. these sites. Some options include:  Be sure you completely  $1 off rodeo tickets with a Keep track of rodeo understand PRCA rules about receipt from a local business, year-round photo and video usage; read and $1 off purchase at that  Read the ProRodeo Sports this chapter and the Media business by turning in a rodeo News to keep current Guidelines in the General ticket stub on what’s happening in Information section of the  Single unreserved-seating ProRodeo, so that you know PRCA Media Guide. ticket given to local businesses what stories are best to pitch who display your posters to your local media – which 120 days before prominently (each person who contestants are on streaks or gets one will likely bring at poised for comebacks, which your rodeo least one more person) contestants are recovering  Prepare a detailed schedule from injuries but “cowboying for your promotion and Natural tie-ins include: up” to compete at your publicity efforts. Review  Western apparel shops rodeo anyway, which of your this chapter to be sure that  Feed stores contract personnel have won everything you want to  Tack shops awards in the last year or two. include is in your schedule.  Sporting goods stores Your committee gets one free  Download your free 20-second  Auto dealers subscription. TV commercials (with and  Farm/ranch equipment sales  Pitch your rodeo to all without voice-over) from  Farm/ranch suppliers regional and state tourism ProRodeo.org.  Restaurants and fast food organizations and travel  Contact local and national outlets publications – include your sponsors to request

34 copyright 2017 by the profeSsional rodeo cowboys association promotional assistance. rodeo’s ad in the magazine. points” they will bring up in  Suggest a special rodeo  Coordinate with your program every interview. section to your local director, who will be gathering  Approach TV and radio newspaper – and offer ads and content for your stations about broadcasting assistance with it. See the rodeo program. If you are not live segments from your Setting Up Meetings section using the PRCA’s ProRodeo rodeo. Read the Media above. Program (see Resources Guidelines in the PRCA Media  Finalize special promotions chapter of this Committee Guide rst, to familiarize such as queen contests, Guide), consider covering yourself with what you can raf es or silent auctions, some of the same topics it offer to stations. Clear all merchant giveaways or golf does, including a kids’ page, TV broadcasting other tournaments. livestock welfare, photos than news coverage  Design posters and any other of great performances in through the PRCA custom artwork needed for each event (so rst-timers Properties Department at your promotional plan. know what to look for), a 719.528.4860.  Design or update your rodeo ABCs page for rst-  If you plan to use the PRCA’s website, Facebook page, and time visitors, and historical ProRodeo Programs (see any other Internet-based information about rodeo. Resources chapter), call presence you intend to  Contact local organizations 800.626.8299 to specify your maintain. and ask for the opportunity cover imprint and order your  Approach a local community to speak to their members at programs – ready to sell or college to nd an intern meetings. ready to be added to your who can help you with some  Ask your contract personnel local content and ads by your aspects of publicity – many if they will be available for own printer. journalism, public relations appearances such as hospital  Start compiling a list of and graphic/web design visits. Send someone along to general (nontimely) story students would welcome the take photos. ideas about your rodeo that opportunity. It’s best to assign  Update your website, you can share with local one item at a time and with a Facebook page, and any other reporters who express short deadline. Internet-based media you interest – top current created. contestants from your region, any Hall of Famers who can 90 days before tell great stories and add a your rodeo 75 days before unique perspective, or an event that typically attracts  Contact all of the reporters your rodeo strong response in your area. and producers on your list,  Mail out a rodeo press kit  Also let local media know your offering some preliminary introducing your rodeo to own deadlines, such as when story ideas (possibly featuring the media. Include its dates, you will have a contestant less timely topics, like the location, ticket information, roster available for them. economic impact and the schedule of events, and  Update your website, history of your rodeo). its history in the local Facebook page, and any other Ask each one about their community. Also include Internet-based media you deadlines, how they would credentialing information (see created. prefer to get story pitches Press Credentials, above). from you, and what kinds  Decide which committee of stories they might be members will speak to the interested in as your rodeo media on which aspects of 60 days before gets closer. rodeo, so that you know whom your rodeo  Print promotional posters and to suggest for interviews on  Verify that each media yers. speci c topics: parade or other organization received your  Contact local merchants to related events, contestant and press kit. At this stage, discuss advertising tie-ins and event information, economic touching base several times is window displays. impact, livestock welfare, very important to staying in  Contact the ProRodeo Sports and so on. Encourage each the media’s sense of “what’s News Advertising Department person to develop three or happening” locally. at 214.883.1466 to place your four simple, quotable “talking copyright 2017 by the profeSsional rodeo cowboys association 35 part 5 ask them to air your PSAs. delivery with a bag of  Start changing your Web donut holes makes a real PROMOTING content each week. impression. YOUR RODEO 30 days before Seven days before your rodeo your rodeo  Begin your local advertising.  Contact all the reporters on  Order press credentials for your list to see whether they  Work closely with your reporters, photographers and need any help, and what local newspaper to produce videographers and process photos they might want from that special rodeo section. their applications. you (including head shots Remember to get help from  Order telephones, copy from PRCA Media). PRCA Media with photos; call machines if needed, and of ce  We update PRCA standings 719.528.4736. supplies for the press room at every Monday afternoon, so  Start your personal your arena. Tuesday is the best day to get appearances at local current standings and send organizations’ meetings. them to each local media  Accelerate your website, 21 days before outlet with your story pitches Facebook page, and other your rodeo about contestants who are Internet-based media updates coming to your rodeo. to biweekly.  Continue to pitch stories to  Finalize arrangements for the media about your rodeo, rodeo coverage by wire perhaps by sending out a services, newspapers and press release or making TV stations. Keep a list of 45 days before phone calls with two or three deadlines you need to meet your rodeo new story ideas each week. for each outlet.  Accelerate your website,  Provide your of cial PRCA  Verify that your publicity Facebook page, and other coordinator received your photographer with a “shot Internet-based media updates list” of everything you want rodeo committee’s publicity to weekly. kit from PRCA Media, with photographed – prerodeo media CDs. Deliver as many events, behind the chutes, of these in person as you 14 days before arena-only action and/ can. If your media kit hasn’t or celebration shots, head arrived, call 719.528.4773. your rodeo shots of winners, contract  Request from PRCA Media  Begin radio and TV personnel, community (719.528.4772) any additional appearances. involvement, dignitaries in materials you might need,  Get your contestant list from the stands, presentations – including extra Media Guides PROCOM, check it against whatever is important to you. for press conferences or the standings in the PRCA’s  Start providing daily press delivery to local media outlets. weekly press release, and releases with the status  Announce to the press and release to local media your of preparations for the other media your contract own list of which top-ranked opening of the rodeo – what’s personnel, including contestants and local or circuit happening in the committee, announcers, bull ghters, standouts are scheduled to arena/grounds, and barrelmen, clowns, specialty appear at your rodeo and when supporting local businesses. acts and stock contractor(s). they are scheduled to compete;  Send a press release about the Include photos of each one – offer to arrange interviews roles your sponsors play in action photos in the case of with those cowboys a few helping produce your rodeo; bull ghters and specialty acts – days before your rodeo. (The send it to local media and copy to try to generate early stories. PRCA’s Media Department can your sponsors on it.  Invite media to apply for press help with this.) Appoint the person who will act as a credentials at your rodeo.  Distribute press credentials liaison between the rodeo secretary  Write PSA scripts; contact to approved reporters, and the media during and after your local radio and TV stations to photographers and rodeo. videographers – personal

36 copyright 2017 by the profeSsional rodeo cowboys association Promotional Budget Three days after Use the following list to help you get started, and to track actual your rodeo ends expenditures to use for planning next year.  Send two nal press releases: one summing up charitable AMOUNT AMOUNT AMOUNT AMOUNT donations and community ITEM BUDGETED SPENT ITEM BUDGETED SPENT givebacks from your rodeo, 1. Paid advertising ______11. Press credentials ______including quotes from the 2. Fees or salaries ______12. Press facilities, recipients; and one about the food ______rodeo’s attendance, success 3. Photographs ______and projected economic 4. ProRodeo Programs ______13. Travel ______impact, ideally with a quote from someone in the Chamber 5. Supplies ______14. Web design/ services ______of Commerce or similar 6. Copying ______business organization. 15. Ticket promotions ______7. Printing ______ While events are still fresh 16. Signs ______in your mind, review your 8. Delivery service ______publicity and promotion plans 17. Banners ______9. Postage ______to ensure improvements for 18. Promo giveaways ______next year. 10. Entertainment ______19. Fees or salaries ______

attendance record, standout During your rodeo performance, display of  At the beginning of the cowboy grit, or fun anecdote. rodeo, introduce your media Photos help sell the story, liaison to the rodeo secretary but remember to stay within and explain how you want PRCA guidelines about photo them to work together to usage! provide results quickly to media, so that you are not adding to the secretary’s The day after your nal workload. rodeo performance  As soon as possible – ideally  within a half hour of the end Send nal results (scores and of the rodeo – provide your times) and money earned by the winners in each event to rodeo’s daily “unof cial” each media outlet – those who results to all reporters at the rodeo as well as all your attended your rodeo and those media contacts and the PRCA who did not.  Send another press release Media Department (fax to each media outlet, 719.548.4889). Deputize one of your volunteers to keep up vividly describing the most as each event concludes. signi cant performances of the rodeo.  At the end of each  Be readily available (with performance, send a press release to each media outlet results in hand) if reporters with a summary of the call for information or clari cation. day’s events, a results list  Send the PRCA Media of winners including their times and scores, and a Department any key couple of highlights – the information, such as attendance or arena records, biggest surprises of the charity donations, etc. day, such as an arena or copyright 2017 by the profeSsional rodeo cowboys association 37 part 6 the arena. If you do not have an animal ambulance or sled conveyance in accordance with this rule, check with your stock contractor, who may be able to supply it. Speci c information LIVESTOCK about conveyances is available in the PRCA Committee Guide to Livestock Welfare.  Create a written procedure for WELFARE dealing with livestock injuries at your rodeo that takes into account PRCA rules and your arena facilities. Your procedure all livestock inquiries, including PRCA rodeo committees should state which persons are those from television stations. As authorized to decide whether soon as he or she is appointed, should provide safe an animal will be transported this person should contact out of the arena, what kind of accommodations for the PRCA’s Livestock Welfare conveyance will be used, where department at 719.528.4782 or all rodeo livestock and they will be transported for [email protected] to care, and how and by whom request free materials that will be should be prepared information about the injury will helpful, including the publication be released to the public and to handle all livestock “PRCA Rodeo Committee Guide media afterward. to Livestock Welfare,” which welfare matters and  Create a written procedure for includes everything in this dealing with any animals that may Committee Guide chapter and animal rights issues escape from the rodeo grounds. much more. Involve local law enforcement promptly, professionally,  Fill out your PRCA Livestock in this plan. Make sure local law Welfare Approval Form and honestly and enforcement has a way to contact return to the PRCA with your your committee and/or stock application. compassionately. This contractor 24 hours a day in case  Set up a contract with a of an escape. chapter offers help for: veterinarian to ensure that you  With local law enforcement, are in compliance with PRCA create a written procedure for  First Steps rules requiring a veterinarian to dealing with any animal rights  Preparing your Grounds and be on site during all competitions, protestors who may demonstrate Personnel including slack. Give your at your rodeo and be sure your  Preparing for Injuries and veterinarian’s name and contact front gate and parking lot staff Emergencies information to your stock and volunteers are familiar with  Preparing for Security and Public contractor. the procedure. Know your local, Relations Issues  Ensure you are aware of any state and federal laws about  Animal Rights and Livestock local or state laws governing protests. Law enforcement should Welfare rodeo. There is a list in the handle protestors; limit your own  Livestock Welfare Resources – “PRCA Rodeo Committee Guide interaction with them as much as Free to You to Livestock Welfare,” but it is possible, but be sure you’re ready  After your Rodeo always a good idea to do your to discuss the matter with media. own research for your location.  Stay in touch with your stock California rodeo committees contractor regarding arrival time, should pay particularly close feed delivery and payment, and attention to state law governing First Steps how many people your committee There are a number of steps you can rodeos there. will need to supply for unloading. include early in your rodeo planning –  PRCA Rule 9.1.2 requires in many cases, months before your committees to have a rodeo begins – that may make events conveyance – a sled or an animal easier to manage later: ambulance – to transport  Appoint a spokesperson to handle injured rodeo livestock from

38 copyright 2017 by the profeSsional rodeo cowboys association everyone on your committee understands that no one else is Preparing Preparing for authorized to talk to the media about animal injuries.  Decide who on your committee Grounds and Injuries and will act as a liaison to the stock contractor if anyone involved in Personnel Emergencies your rodeo has a concern about There are a number of simple steps  Be sure you have a conveyance an animal or animal treatment.  you can take to smooth the way. available by a gate, with keys, Request a free copy of “A Guide  If your holding pens and chutes during the entire rodeo and any to Veterinary Service at PRCA are permanent installations, other events involving animals, Rodeos” from the PRCA’s arrange for inspection three as well as personnel designated Industry Outreach department: months ahead of time, and ask to take the conveyance into the 719.528.4782 or jpugsley@ your veterinarian to join in the arena as soon as the person ProRodeo.com. inspection if possible. Look for designated to call for it does so. anything that could be hazardous Check the conveyance daily to be to animals or contestants – sure it is functioning properly. broken panels, rotted wood, paint  Be sure your vet brings all Preparing condition, sharp edges. Keep a medications and equipment to written copy of the inspection the premises so that he or she report and notes on the actions can get to it quickly. The PRCA’s for Security taken, to document your work in “Guide to Veterinary Service at providing for livestock welfare. PRCA Rodeos” lists suggested and Public  Be sure that everyone your items. committee provides to assist the  Have everyone involved in stock contractor with livestock livestock care at your rodeo Relations handling is experienced and practice getting the conveyance trained, and that they have into the arena and out of the agreed to abide by all PRCA arena per PRCA rules, and Issues rules for livestock handling. This ensure they are familiar with your  Arrange for 24-hour security includes those who sort stock, written procedure for dealing on your rodeo grounds to untie calves in the arena, assist with injured animals. ensure that any attempt to with any injured animals, and  Have a designated pen out of release or harm livestock will care for stock outside the arena. the main traf c area with clean be unsuccessful, and to make  Be sure your rodeo veterinarian bedding where you can take any sure there are no unsupervised has parking passes and a injured animal for treatment by visitors (for their own safety). designated parking place near the veterinarian.  Prewrite a statement about the the arena, as well as tickets and  Designate a nearby facility, steps your rodeo is taking to a designated area from which to such as a stable, ranch or provide a safe environment for view the rodeo, so he or she can veterinary clinic, which will livestock and the care taken, so watch all participating animals accept an injured animal which that if the media inquires, you are and be found easily if cell phone needs further care but not ready. An example appears below. or walkie-talkie communication hospitalization.  Prewrite statements about fails.  Decide ahead of time how the livestock injuries that will t on  Post the name and phone number announcer will address the your rodeo letterhead with blanks of your rodeo veterinarian crowd if an animal is injured that you can ll in quickly with in prominent places around (neither overdramatizing the speci cs about any injury, so that your rodeo grounds so that incident or downplaying it). Also if the media inquires, you are contestants and livestock designate who is authorized to ready. As you nish the statement handlers will have access to this take follow-up information from after an injury, be truthful, information 24 hours a day, even the veterinarian to the announcer brief and compassionate. (The when rodeo committee members so the audience does not leave “PRCA Rodeo Committee Guide may not be on the grounds. wondering, and who will release to Livestock Welfare” includes information to the media and examples.) handle their questions. Be sure copyright 2017 by the profeSsional rodeo cowboys association 39 part 6  Animal rights is the philosophy “feeding” stories to local media about that animals have rights identical some of the individual animals coming or similar to those of humans. to the rodeo – your stock contractor LIVESTOCK The strictest animal rights can help you with these animal pro les. proponents believe that humans should not use animals in any welfare way – including recreation, sport, industry or entertainment. Livestock  Animal welfare, as de ned by the American Veterinary Medical Association, is a human Welfare Animal responsibility that encompasses all aspects of animal wellbeing, including proper housing, Resources – Rights and management, disease prevention and treatment, responsible care, humane handling, and, when Free to You Livestock necessary, humane euthanasia. For education Rodeo committees have used a  You can request a free PRCA number of approaches to deal with video on livestock welfare Welfare livestock welfare questions, from All members of your committee through the PRCA’s Industry offering behind-the-scenes tours to should understand the difference Outreach department at give the public a glimpse of the effort in perspectives between animal 719.528.4782 or jpugsley@ committees and stock contractors rights activists and livestock welfare ProRodeo.com. Its 20 minutes of put into caring for rodeo livestock to proponents: footage includes interviews with veterinarians, stock contractors and PRCA staff about the PRCA’s commitment to livestock welfare.  You can also request livestock STATEMENT ON welfare brochures and/ or pamphlets to pass out to members of the public and media LIVESTOCK WELFARE who may have questions about (NAME OF YOUR COMMITTEE LIVESTOCK WELFARE rodeo livestock – or you can COORDINATOR) download PDFs of these items (PHONE NUMBER) from ProRodeo.com and print (TODAY’S DATE) them yourself.

We at the ______Rodeo care a great deal about the health, safety and security of the livestock who participate in our sport. We meet or exceed For committee and the standards set by the Professional Rodeo Cowboys Association, the top veterinarian use rodeo sanctioning organization in the world. Speci cally: You can request free copies of the  We set up our pens with the safety and security of both livestock and “PRCA Rodeo Committee Guide to humans in mind. Livestock Welfare” and the “Guide to  We have hired a stock contractor whom we believe takes proper care Veterinary Service at PRCA Rodeos” of their investment and will bring only sound, healthy animals. from the PRCA’s Livestock Program at  A trained judge from the Professional Rodeo Cowboys Association 719.528.4782 or jpugsley@ProRodeo. will inspect the stock before each rodeo performance to ensure they com. are t to participate.  We have a veterinarian who will be on site during each performance The “PRCA Committee Guide to to continue to address any needs of the livestock. Livestock Welfare” is intended for use  We have trained our livestock personnel to handle livestock by all PRCA rodeo committees and according to the rules and standards of the PRCA. covers the following topics:  We have a conveyance available to transport any injured livestock  Animal Rights and Animal out of the arena humanely. Welfare

40 copyright 2017 by the profeSsional rodeo cowboys association  Rodeo Committee Checklists  Periodically, the PRCA conducts  Sample Injury Procedure a Livestock Welfare Survey. If  Sample Livestock Welfare you receive this survey, please Statement work with your veterinarian  Conveyances to complete this survey and  Guidelines for Prod Use return it to the PRCA’s Livestock  Dealing with Activists Welfare department whether or  Supporting Sponsors not any livestock was injured.  Working with Rodeo Judges It can be faxed to 719.264.4982,  Working with Your Veterinarian e-mailed to jpugsley@ProRodeo.  Veterinarian Checklist com, or sent to Livestock Welfare,  Being Proactive PRCA, 101 ProRodeo Drive,  PRCA Animal Welfare Resources Colorado Springs, CO 80919.  PRCA Animal Welfare Fact Sheet The information is invaluable in  2009, 2008, 2006 and 2004 Survey allowing the PRCA to continually Results assess our livestock welfare  PRCA Rules program. It also provides  Animal Welfare Talking Points documented information from  Laws Pertaining to Rodeo veterinarians to share with legislators, media and the public The “Guide to Veterinary Service at on the very low rate of injury and PRCA Rodeos” was produced by the the high-quality care afforded PRCA, the American Association of livestock at PRCA-sanctioned Equine Practitioners and the American rodeos. Association of Bovine Practitioners, and is intended for use by both rodeo veterinarians and committees. It covers the following topics:  The Veterinarian’s Role at PRCA Rodeos  Planning for the Rodeo  Suggested Equipment and Medications  During the Rodeo  Suggested Guidelines for Handling Any Acutely Injured Animals  Equine Ambulance or Removal System  Euthanasia  Insurance

After your Rodeo  After the last performance of your rodeo, ensure that your rodeo veterinarian has connected with the rodeo judges to sign the PRCA Of cials Livestock Report.

copyright 2017 by the profeSsional rodeo cowboys association 41 notes

42 copyright 2017 by the profeSsional rodeo cowboys association notes

copyright 2017 by the profeSsional rodeo cowboys association 43 PSN is the premier rodeo magazine that brings you the best rodeo coverage and photos all season long

The ProRodeo Sports News is the of cial magazine of the PRCA. Featuring: Timely rodeo coverage Exciting photography In-depth features Updated standings Results from every PRCA rodeo

ProRodeo Sports News For subscriptions, call 1.800.763.3648 or log on to prorodeo.com. 44 copyright 2017 by the profeSsional rodeo cowboys association