Writer: Andrea Teran
2 min read March 2024 — The 2024 Houston Livestock Show and Rodeo (HLSR) welcomed over 2.5 million guests to NRG Stadium during its 23-day run, marking the highest overall attendance since 2017. This surge in participation was highlighted by standout moments, including the World’s Championship Bar-B-Que Contest, which alone attracted 234,456 attendees, setting a new benchmark for the event.
“By offering an original entertainment lineup with 10 new musical acts, great rodeo competitions, world-class agricultural and educational exhibits, and a wide variety of food and fun, the 2024 Houston Livestock Show and Rodeo drew more than 2.5 million visitors to take part in our community celebration of Western heritage,” said Chris Boleman, Houston Livestock Show and Rodeo president and CEO in a press release, “With the dedication and commitment of our 35,000 volunteers, we proudly upheld Houston’s favorite tradition in support of our $27.3 million commitment to Texas youth and education this year.”
Notably, the rodeo and concert series saw paid attendance reach 1,331,478, with an entertainment lineup engaging a diverse audience with a mix of rodeo competitions and musical performances. Among the highlights were record-breaking performances by the Jonas Brothers and Los Tigres del Norte. The Jonas Brothers’ performance set a new all-time paid concert attendance record with 75,600 attendees.
The HLSR’s economic impact extends far beyond attendance figures. In 2019, the event generated $227 million in economic impact and $391 million in economic activity, rivaling major sporting events held in Houston. Such figures reflect the extensive spending by attendees in the Greater Houston area, bolstering local businesses and supporting the regional economy.
The rodeo’s operating revenue in 2023 was approximately $192.76 million, driven largely by ticket sales, food vendor fees, sponsorships, and auctions. This revenue supports the rodeo’s operations, including its significant commitment to education and youth programs. The HLSR’s commitment to Texas youth and education is profound, with $27.3 million allocated in 2024 to scholarships, junior show exhibitors, educational program grants, and graduate assistantships.
The rodeo also showcased its innovation with the return of the Drone Show, powered by ExxonMobil, adding a modern twist to the traditional festivities. The carnival, another crowd favorite, provided additional entertainment with top rides and delicious food, contributing to the rodeo’s festive atmosphere. The success of the 2024 HLSR was supported by over 35,000 dedicated volunteers, and it did not go unnoticed by organizers. The event acknowledged that commitment with the first Volunteer Appreciation Day, recognizing the hard work and passion that make the rodeo possible.
While that support will always be critical for future events, the other important element is the upkeep of the venue. Greg Grissom, president of the Houston Texans, shared his thoughts on the long-term game for the stadium. “NRG Stadium is a great venue, but it is 20 years old. We are working with Harris County and the Houston Livestock Show and Rodeo to identify what the next 20 to 30 years will look like from a long-term facility standpoint,” Grissom shared in a recent interview with Invest: “Getting stakeholders together on the same page is our biggest opportunity to benefit our fans, Houston, and Harris County.”
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