Free Rein

The equine industry  continues to thrive through increased horse ownership and an expanding equestrian sports market. Calling it “one of the biggest industries that is hiding in plain sight,” the Equine Business Association reports that the equine industry’s global annual economic impact involves about $300 billion, with the U.S. market accounting for about $102 billion, a greater economic impact than motion pictures.
 

Some estimates are even higher. The American Horse Council’s 2023 National Equine Economic Impact Study found that the industry’s total economic value increased significantly to $177 billion in 2023, up from $122 billion in 2017.
 

The news is also positive in the rodeo ring. In 2023, the Professional Rodeo Cowboys Association (PRCA) sanctioned 790 events in 37 states and three Canadian provinces. More than 40 million people identify themselves as fans of ProRodeo, and follow the sport in person at events, via TV coverage, on ProRodeo.com and on social media sites. The total payout at PRCA rodeos in 2023 was $74.5 million; since 1986, the PRCA has paid out more than $1 billion in prize money.
 

Meanwhile, the Professional Bull Riders (PBR) saw a 23 percent increase in ticket sales between 2022 and 2023. The Women’s Rodeo Cowboys Association (WRWC) has also seen an increase in participation, with more than 700 nominees in 2023.

All of this bodes well for destinations that are continuing to invest in horse-centric events of all types. Here are seven locales that are willing and able to help event owners and organizers find many happy trails.
 

Billings, Montana

For over 100 years, Billings has been a premier destination for rodeo, equine and agricultural events. The 10,000-seat First Interstate Arena at MetraPark is the city’s main venue for top-tier competitions and shows, including the renowned Northern International Livestock Exposition (NILE) Stock Show and Rodeo, held each October, that features rodeo competitions, livestock shows and educational exhibits, drawing participants and spectators from across the U.S.
 

Another highlight is PBR Billings, the longest-running Professional Bull Riders tour stop, where the world’s top bull riders face off against some of the toughest bulls in the world. Additionally, the Chase Hawks Memorial Rodeo, held annually at MetraPark, honors a local ranching family and supports community causes with a night of thrilling bronc and bull riding with many of the riders and roughstock coming straight from the National Finals Rodeo (NFR) in Las Vegas. Meanwhile, each year during the MontanaFair, MetraPark is home to the Yellowstone River Roundup, a PRCA Pro Rodeo. These events, along with other showcases and agriculture-related events, cement Billings as a year-round hub for celebrating Montana’s rich Western traditions.
 

“Our best facilities for rodeo, equestrian and other ag-related events would be at the MetraPark Campus. The 12,000 First Interstate bank arena, 600-plus stalls, several barns and a new outdoor arena coming soon make it a perfect hosting destination,” says Evan Decker, Sports Tourism Manager, Visit Billings. “There are roughly eight to 12 rodeo/equestrian/ag-related events hosted in Billings annually, with time available to add more and an appetite to attract new events.”
 

Clemson, South Carolina

All sorts of horse-centric events are welcome here. The primary venue is the T. Ed Garrison Arena and Expo Center at Clemson University, the largest livestock showcase facility in South Carolina. The full venue includes four barns with 440 permanent stalls, two all-weather riding/warm-up arenas, one covered arena and an indoor riding arena. The arena is currently getting a new roof as well as new LED lights around the concourse, and the lighting will continue to be improved throughout the coming year.
 

“Equestrian events include all types of horse shows, from dressage to barrel races, and from rodeos to clinics. Youth competitions, like youth rodeo finals and state horse shows, are held here annually. 2025 will bring the South Carolina Special Olympics Equestrian Show,” says Marie Bolt, Director of Events, T. Ed Garrison Arena and Expo Center. “This year has grown the number of equestrian events and expanded shows to include dressage specific and reined cow horse shows. We are always hopeful and looking to grow equestrian, and on-mission agriculture events.”
 

Bolt adds that most participants come from outside of a 50-mile radius, and about 50 percent of events are horse-related and bring in about 40,000 competitors and spectators annually.
 

Columbus, Ohio

The biggest draw in Columbus is the annual All American Quarter Horse Congress (AAQHC), the largest single-breed horse show in the world, which lasts for 30 days and occurs from late September into October. The show draws about 4,000 horses, 10,000-plus exhibitors and more than 500,000 spectators/visitors, resulting in an economic impact of approximately $420 million for Central Ohio.
 

The AAQHC has been held at the 360-acre Ohio Expo Center and State Fairgrounds in Columbus Ohio, since 1967 and is hosted by the Ohio Quarter Horse Association. The venue offers multiple barns, arenas and camping facilities, as well as ample space for the event’s world-class trade show.
 

The Congress offers classes for children and adults, all competition is co-ed, and there are youth, amateur and pro-level events. The AAQHC also offers the nation’s largest youth team tournament and the nation’s largest youth and collegiate judging contest. A bull riding event and a special event honoring veterans round out the mix.
 

Edmond, Oklahoma

Since 1995, the Edmond Jr. Rodeo has been the center of fun for hometown cowboys and cowgirls. A full-service rodeo, EJR offers rough stock and all timed events. Kimberly Benne-Gray serves as secretary and treasurer for the non-profit Edmond Round-Up Club at Benne-Gray Arena (named for her father, Carl Benne).
 

The arena hosts a total of 14 rodeos, including Finals that start in April and run through August/September with contestants 18 and younger participating. The LibertyFest IPRA and Open Rodeo is the largest and attracts more than 2,500 spectators. This two-night pro rodeo draws contestants from across the U.S. The large outdoor rodeo arena features lights, metal grandstands, a warm-up area, bucking chutes, rough stock pens, roping box, announcer stand, an office with pay window and two concession stands.
 

Conveniently located between Edmond and Guthrie, the Lazy E Arena is the world’s largest indoor multi-purpose arena. Nested on the rolling hills of Lazy E Ranch, the venue is recognized as one of the top quarter horse breeding operations in the country, and is home to a variety of championship events. It boasts 160’ x 440’ open floor arena space, cattle holding pens for up to 1,200, nearly 7,500 seats and acres of paved and lighted parking.
 

“From the Cinch Timed Event Championship of the World and World Championship Junior Rodeo to The Bob Feist Invitational, the unique location and world class amenities have attracted producers and events from across the United States. We are proud to offer a peaceful, rural setting and participants love it,” says Dan Wall, Lazy E General Manager.
 

Sherri Banister, Director of Sales for the Edmond Conference Center, notes, “Edmond benefits greatly beyond just room nights. The rodeos at Lazy E Arena have brought a variety of significant events including receptions, trade shows and annual meetings to the Edmond Conference Center. We always enjoy having them.”
 

Gillette, Wyoming

Here in the Cowboy State, CAM-PLEX is the premier multi-use event facility, encompassing more than 1,000 acres. For rodeo events, CAM-PLEX offers Morningside Park, a 3,000-seat outdoor arena for rough stock and timed events, encircled by a 7/8-mile horseracing track.
 

The East Pavilion provides a 52,500-square-foot indoor arena with bleacher seating for up to 1,375 people, and the Central Pavilion has a 42,000-square-foot open activity area with seating for up to 5,000 spectators. There is also the outdoor Wrangler Arena and the adjacent Little Levi Arena, as well as Barn 3 that can accommodate portable bleachers, panels and stalls.
 

CAM-PLEX hosts more than 18 rodeo events annually, and the facility has the expertise to produce high-quality events of almost any size and scope. In 2024, events included Gillette College Rodeo, Gillette High School Rodeo, 4-H Monday Night Rodeo (held throughout June), the 5th Annual Energy Capital Junior Rodeo and the Gillette Little Levi Rodeo. The NRCA Finals Rodeo and Trade Show is slated for early November.
 

Scottsdale, Arizona

The city is an equine Mecca, offering world-class venues and hosting a wide variety of horse-centric events. The premier site is WestWorld Scottsdale, one of the nation’s top equestrian and special event facilities and host of the Scottsdale Arabian Horse Show.
 

The climate-controlled Tony Nelssen Equestrian Center Equidome features 120,000 square feet of space, 3,400 permanent seats and three interior VIP suites. WestWorld also boasts arenas ideal for equestrian events, as well as 20 acres of fields used for concerts, sports, festivals, dog shows and more.
 

On either side of the Equidome, the center features the 117,000-square-foot North Hall and 37,000-square-foot South Hall, for the flexibility to host multiple events at once. Other local facilities include the Los Cedros horse training facility (ideal for evening events), MacDonald’s Ranch and Cave Creek Outfitters.
 

“WestWorld hosts about 100 events a year with half of them being equestrian events,” says Austin Unger, WestWorld Sales Manager. “The events range in disciplines including dressage, hunter/jumper, reining, cutting, carriage driving, penning and western horsemanship, in addition to all-breed shows like
Peruvian Pasos, Arabians, Saddlebreds and even mini horses.”
 

Key events held in Scottsdale include the Scottsdale Arabian Horse Show, featuring nearly 2,400 horses. A recent economic impact study found that the event draws about 300,000 attendees and generates $98 million in economic activity annually. The Arizona National AQHA Horse Show, the Bentley Scottsdale Polo Championship, the Parada del Sol Rodeo (a PRCA-sanctioned event), the Cactus Reining Classic, the AQHA Sun Circuit, the National Reined Cow Horse Association event, the Arabian Horse Association Region 7 and the Arizona Black Rodeo celebrating black and African American history and culture round out the mix.
 

“While WestWorld continually seeks opportunities to add new shows to its calendar, it also maintains strong relationships with long-standing clients who return year after year with their established events,” says Unger. “This balance allows WestWorld to offer both familiar favorites and fresh experiences for attendees.”
 

Springfield, Illinois

Home to one of the country’s oldest and most vibrant State Fairs, the Illinois State Fairgrounds expansively accommodates events that run the gamut from agricultural shows and expos, pet shows and trials, equine events, breed specialty shows, car club rallies, auctions and swap meets. The 366-acre site features a one-mile oval dirt track, Grandstand, Multi-Purpose Arena, 29 buildings, historic barns, 250-plus campsites and 24-hour security.
 

Host an event in the stately, historic Expo Building with more than 60,000 square feet, or go large with the drive-in doors and 39,000 square feet at the Orr Building. The Illinois Building features an auditorium and theater seating for 470, and the Arena offers a coliseum for more than 7,000 spectators. All Fairgrounds facilities are within a convenient distance, with plenty of available parking and over 900 horse stables on-site.
 

Especially suited for equine events are the Multi-Purpose Outdoor Arena that provides a six-acre arena floor and 4,688 permanent grandstand seating and additional amphitheater seating for 3,000; and the Coliseum with a 27,965-square-foot floor and an adjacent warm-up arena. Past events have included the Clydesdale Breeders of the USA National Show (200 attendees), Palomino Horse Breeders of America (1,900 horses and 5,700 attendees) and Midwest Charity Horse Show (1,000 attendees).
 

“Enjoy unique, customizable meeting and convention space throughout the three areas of Springfield. Boasting nearly 4,000 overnight rooms and 325,000 square feet of flexible meeting space, we can create the perfect meeting,” says Amy Beadle, Marketing Manager, Visit Springfield, Illinois. “Offering a wide variety of services and decades of talent and experience, Visit Springfield is here to take the stress out of planning. Downtime is filled with legendary sites, attractions and culinary adventures like nowhere in the world.” SDM