Rodeo Of The Ozarks Board Works To Renew Event For Future

SPRINGDALE -- Cowboys from various ranches, in days gone by, gathered to show their skills in what was the inception of the American sport known as "rodeo."

"It all started probably in a place like 'Preskit' or 'Pecos.' They all claim to have the first," said Dusty Richards, an award-winning Western author and longtime member of the Rodeo of the Ozarks board.

"They brought the ranch's worst horse, a man-eatin' terrible horse, and challenged others to ride it," Richards said. Horse racing also played a part. "It was natural. They were looking for a fast horse that could outrun everybody else's."

Coming together as a community remains at the core of Rodeo of the Ozarks. Founded in 1944, the rodeo celebrates its 70th anniversary this year, and members of the rodeo's board work to preserve -- and improve -- the rodeo tradition.

Rough Ride

"When I moved to town in 1984, (the rodeo) was the big event in town," said Steve Smith, a nine-year member of the board. "I remember I went to the rodeo and thought it would be neat to be on that board someday."

Rodeo fans used to fill the seats at Parsons Stadium, and for the past 10 years, the cowboys have voted the Springdale rodeo among the top five outdoor rodeos of the Professional Rodeo Cowboys Association.

"For a little while, the rodeo was doing well," Smith said. Then the area sweated through the hottest summers on record and felt the effects of the economic slowdown. The rodeo board also had to update the facilities to meet the requirements of the Americans with Disabilities Act.

"We changed the bathrooms for the contestants," he said. "We spent money on things most fans will never see, things they don't know about and don't care about because they don't want to."

"We looked up, and the rodeo wasn't doing well. We weren't pushing the right buttons," Smith said.

A number of current and former board members bemoan the fact the rural way of life has ridden into the sunset. They recognize this as one reason for the rodeo's decline.

"The kids are riding an iPad rather than riding a bull," Richards said.

"I went to the rodeo as a little girl, but I haven't really gone back as an adult," said Melissa Fink, who grew up in Springdale and lives here today. Her parents take her daughters to the rodeo some years.

For Fink, however, "The rodeo is just not something I am interested in."

"The area has been booming for a decade," said Sach Oliver, a two-year member of the rodeo board. "In the early 2000s, the population increased, but so did competition for their interest and entertainment dollars."

Oliver said the rodeo must adapt to reach those who have never attended. Going to the rodeo could be similar to going to a movie, he said. "They can have popcorn. They can have a Coca-Cola. And we can entertain them."

But Oliver, who paid for college with a rodeo scholarship, understands the core principles, morals and values of the Rodeo of the Ozarks. A lawyer in Benton County, he mentioned a new theory of growing a business -- or a rodeo. While many espouse the philosophy of serving only new customers, this "evangelism" for business says to focus on the same people that have always come to the rodeo, and they will grow the rodeo.

"So we're going to hug and embrace and love on the people who've adored the rodeo for the last 70 years," he said. To that end, he and others greet fans at the gate before and after rodeo performances.

"We're really looking for that perfect combination of preserving tradition and history, and adapting to current community needs," he said. "And we can do both."

"When I started this, I had no clue what the board did to organize the rodeo," Smith said. "I was probably pretty quiet my first year. The more I learned, the more I paid attention. There are some great guys on this board."

Most of the longtime board members started their work while in their 30s, but now celebrate birthdays in the 60s and 70s. "All these guys were in it when they were young," Smith said. "But they were replacing themselves with their friends, who are the same age they are."

To correct this trend, the board expanded by three positions -- all filled by men in their 30s. Other young members work for Tyson Foods and George's Inc., representing the biggest corporations in the town, Smith said.

"The new guys have jumped in. They want to be a part of it," he said. "They have a passion for rodeo at heart, but they know what it's like out there."

"I think it's great, this young generation getting involved," said Pat Hutter, longtime board member and daughter of Thurman "Shorty" Parsons, generally considered the founder of the rodeo. "Some of their ideas I like, and some of them I don't. And they'll come to work."

Another deficit was "tunnel vision," Smith said. "It started in 1944, and there was a lot of 'We've always done it this way.' But the world has changed. Northwest Arkansas has a great rodeo. There's a lot of things right with the rodeo, but we've got to move this ship."

"They'd have a huge year, and they'd work to duplicate what worked," Oliver said. "But we need to think about how we can improve what was successful, where we can make changes and adjust, what differences will make it even more fun."

"We can change this thing a little at a time, and folks won't realize how different it is," Smith said.

"It's our challenge to create new ideas," Oliver said. "And the board members have been receptive and open to new ideas."

Community Corral

Revitalization of the rodeo started a few years ago when the directors discussed plans to expand Parsons Stadium. The plans were approved this year by the Springdale City Council and a capital campaign soon will be introduced.

"It will be great if we can get the money," Hutter said. "Daddy always wanted us to do that."

Board members realized they had to look at operating the facilities -- especially expanded ones -- more as a business than as an event, said Rick Culver, executive director of the rodeo.

"We were looking into the future at the things we want to do," Culver said. "We've got to pay our way, and we need more income."

First, the rodeo board added events to the yearly schedule: Ozark Demolition Derby, monster truck events, Western sales and swap meets, carnivals, a Hispanic festival planned for the fall. A few years ago, the traditional dates of the rodeo were changed to maximize audience potential and ticket sales.

"In the old days, the rodeo was the reason for the event," Culver said. "Now, those who come see the rodeo as merely part of the event. We had to think about how can we enjoy the most income to support the rodeo."

A change in staff resulted in more presence and advertising through social media, Smith said. The additional presence helps account for the success of this spring's events: 7,000 people at the demolition derby, 6,500 at monster trucks and 6,500 at the Western Days Wingfest and barbecue, Culver said.

Through focus groups, rodeo leaders learned today's fans want to be involved in the rodeo, not just watch it, Oliver said. To that end, the rodeo has a petting zoo for the children under the west side bleachers, and a hospitality tent with beverages, country music and dancing. "We want to say, 'Thank you for coming'," Oliver said.

"People want the rodeo to 'pop!'" Oliver said. Rodeo directors hope to eliminate long pauses as steer wrestlers and ropers back into the gate before their rides and clear the arena after. Audiences will enjoy other things going on at the stadium, he said -- perhaps a video on a large scoreboard screen, an interview with a top rider or Ryder Kensington, a trick-roping gunslinger who will perform in the stands each night.

"And we hope to be finished by 9:30 every night -- that's new," Oliver said. "By 9:30, I hope they're dancing in the hospitality suite."

Local pastors will open the show each night, and the introductions also will change.

"We're still going to maintain what we've done, but we're going to mix it up," Oliver said. "We are adapting ourselves to Northwest Arkansas, what their needs are."

"There's so much of rodeo that can be a part of the Northwest Arkansas community," said Tex Holt, a longtime board member. "Even if they live in town, not in the country, rodeo is something that's not a normal thing for them. You can have fun at whatever you do.

"I'm proud this sucker's stuck around 70 years," said Holt.