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Rodeo Spells Relief for Vegas Hotel Operators

LAS VEGAS -- Although the competition will take place exclusively at the Thomas & Mack Center, the Wrangler National Finals Rodeo's economic impact will be felt by businesses throughout the Las Vegas Valley.

Now in its 18th run in Southern Nevada, this year's event, which runs through Dec. 15, is expected to sell nearly 99,000 room nights at local resorts while generating a nongaming economic impact of more than $34.6 million.

"The National Finals Rodeo is always a great event for boosting our December revenues and occupancy levels," said Erika Brandvik, spokeswoman for the Las Vegas Convention and Visitors Authority. "It's probably the premier example of a special event that drives people to this city."

The authority is anticipating total ticket sales of 174,000 over the 10-day event, a slight increase compared with last year's 172,500 tickets sold. The rodeo is also projected to bring in 39,000 visitors compared with the nearly 38,600 visitors who took part a year ago, Brandvik said.

Out-of-towners are also driving improved sales at local businesses such as the Boot Barn, which generates approximately 20 percent of its annual sales when the rodeo is in town, said Sandi Miller, store manager.

"People are buying boots, hats, shirts and jeans," Miller said. "A lot of people (in town for the rodeo) are from small towns where they don't have a really large selection. They're buying clothing, gift items and everything because they just can't find them at home."

For most of the year, Boot Barn keeps about 20 employees on staff. During the rodeo, however, that figure typically climbs as high as 45 in order to meet the store's typical influx of rodeo-related customers.

"Once the rodeo ends, I'll let about 10 of them off and keep the other 10 to 15 to help out for Christmas," Miller said. "Most retailers are gearing up for Christmas; we gear up for NFR."

David Johnson, who owns the D Bar J Hat Co., said cowboys in town for the rodeo as well as a separate event sponsored by the Single Action Shooting Society, a Yorba Linda, Calif.-based cowboy gun club, have helped his company to complete " a month's worth of business in two days."

Johnson said the real economic impact of the rodeo won't be felt until next week, however.

"Starting next Wednesday, the big bucks start to come in for the final weekend and (those customers) really start rolling in here," Johnson said. While he could not project an expected sales total associated with this year's rodeo, Johnson said his company typically makes $25,000 in sales during a four-day Single Action Shooting Society event. He expects NFR sales to better that total.

"It's a couple of crazy weeks, but it definitely helps us finish the year in an upbeat situation," Johnson said.

Boyd Gaming Corp., which holds rodeo-themed events at its Sam's Town and Stardust properties, expects the rodeo will help both hotels to sell out this weekend as well as Dec. 13-15.

"I remember Las Vegas when there was no NFR and people were crying the blues (in early December)," said Dan Stark, marketing director for Boyd Gaming. "This is a huge event for this city. ... You'll see hats, boots and jeans all over town, and (rodeo fans) will be sitting at the tables and pulling slot handles."

In addition to selling out hotels, Stark said rodeo fans also spend heavily at local restaurants, stores and bars with rodeo-themed tie-ins. The Stardust's Starlight Lounge provides live television feeds of rodeo events, and following the rodeo, cult-favorite music act Ricky and The Redstreaks often perform well into the morning hours.

"They start at 11 p.m. in the pavilion and we'll have several thousand cowboys and cowgirls out there having themselves quite a time," Stark said. "The band plays until everybody decides to come home, which could be five in the morning."

Overall, more than 30 local sites plan to carry live telecasts of the rodeo competition.

In addition, entertainers popular among the Wrangler jeans and Justin boots set are scheduled for early to mid-December performances at resorts around town. The Charlie Daniels Band, Chris LeDoux, Randy Travis, Brooks and Dunn, as well as redneck joke specialist Jeff Foxworthy, are among the more-prominent headliners.

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