---
title: It’s looking like a bull market for… the bull market
description: Rodeos are putting a lot of money in a lot of chaps’ pockets.
---

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# [It’s looking like a bull market for… the bull market](https://hs-sbup.thehustle.co/news/it-s-looking-like-a-bull-market-for-the-bull-market)

 Written by [Jacob Cohen](https://hs-sbup.thehustle.co/news/author/jacob-cohen) | Jun 3, 2023 4:28:47 AM

Who says Wall Street’s the only place where people handle the big, uh, bucks?

Perhaps more than ever, cities are looking to bring the rodeo to town, per *The Wall Street Journal* — and with the numbers they’re putting up, can you blame ‘em for wanting to horse around?

Large-scale rodeos have long kicked local economies into high gear:

- The Calgary Stampede, for instance, says it brings [CA$540m+](https://corporate.calgarystampede.com/) (~$400m USD) into Alberta, and the 2019 Houston Livestock Show and Rodeo saw [$227m](https://www.rodeohouston.com/About-Us/Who-We-Are/Economic-Impact) in economic impact.

As for riders, last year they made $75k on average, with dozens [roping in](https://www.wsj.com/articles/hollywood-and-billionaires-back-bull-riding-with-new-cowboy-teams-11641491600?mod=article_inline) $1m+. According to the *WSJ*, riders could 2x that by joining a Professional Bull Riders (PBR) team, like the Missouri Thunder, whose owner, Bass Pro Shops CEO Johnny Morris, is worth a cool [$8.3B](https://www.forbes.com/profile/john-morris/?sh=4da1ba784b51).

- PBR [launched](https://pbr.com/about) in 1992 with $1k investments from 20 riders, and was eventually acquired by media conglomerate Endeavor in 2015 for $100m.

Supporting PBR’s work, quite literally, are folks like independent “soil savant” Randy Spraggins, whose [responsibilities](https://www.wsj.com/articles/professional-bull-riding-events-cities-rodeo-etiquette-974f042d?mod=hp_featst_pos5), at times, include getting 35 dump-truck loads of perfectly blended dirt into NYC’s Madison Square Garden.

#### **Spurring growth in the West**

In recent years, arguably no one thing has helped *stirrup* interest in Western culture more than the show “Yellowstone.”

A University of Montana study found that, because of the show, the state [lassoed](http://www.bber.umt.edu/pubs/econ/YellowstoneTourismImpact2023.pdf) 2.1m visitors and $730m in 2021.

The show may have, however, also exacerbated a [housing crisis](https://thehustle.co/%F0%9F%90%B4-the-yellowstone-housing-crisis/), inspiring many wealthy “transplants” to move to Montana.

Ironic, because that’s exactly what half the show is about.

[View full post](https://hs-sbup.thehustle.co/news/it-s-looking-like-a-bull-market-for-the-bull-market)

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