Rodeo at Scale

We’re one of the largest events in the country — we had 2.6 million people this year — and what makes it unique is that we’re not just a rodeo.

We have concerts, a carnival, livestock, shopping, food, wine. It’s incredibly complex. And as CMO, my job is figuring out how to bring all of that together into a brand that keeps growing, without losing what people love about it. Because when you have that many people who care about something, you have a responsibility to evolve it but also protect what makes it special.

Listen to the full conversation on the “McCombs Made” podcast.