Spotlight On: Chris Boleman, President & CEO, Houston Livestock Show and Rodeo
July 2025 — In an interview with Invest:, Chris Boleman, president and CEO of the Houston Livestock Show and Rodeo, highlighted the event’s record-breaking attendance of 2.7 million, driven by expanded grounds experiences and a strong volunteer network. “In March, Houston doesn’t just host a rodeo; the entire city becomes the Rodeo,” he said.
What makes Houston a unique destination, and why is it an ideal location for the rodeo?
Houston is the fourth-largest city in the country and is considered by many to be the most diverse, which works to our advantage in creating an atmosphere where people come together. That is exactly what the Houston Livestock Show and Rodeo does during our 20-day event, plus three days of the World’s Championship Bar-B-Que Contest, presented by Cotton Holdings. It’s in the DNA of Houston.
Over 93 years, and especially during challenges like COVID, it’s become clear how meaningful the Houston Livestock Show and Rodeo is to the community. It matters to both longtime residents and newcomers, young and old. One of the things we track carefully is the number of first-time attendees because the Houston area continues to grow every day. At the same time, many people return year after year because this is their event.
When the mission is about supporting education, promoting agriculture, celebrating Western heritage, and embracing the community through entertainment, people across the city buy in. In March, Houston doesn’t just host a rodeo; the entire city becomes the Rodeo. It’s the season when people pull out their cowboy hats and boots, and everything aligns in a way that feels uniquely Houston.
What strategies are contributing to record-breaking attendance, and how do you plan to sustain and enhance growth?
This year’s attendance of 2.7 million was an all-time record over the total 23 days. Normally, attendance is between 2.4 and 2.5 million, so this year far exceeded expectations. On the last Saturday alone, there were 199,000 people on the grounds.
A major driver of success is our 35,000 volunteers, who work year-round to create a great experience for visitors. Everything from transportation to livestock shows depends on their dedication. Pricing also plays a big role. We stay extremely family-friendly and offer discount days, making the Rodeo accessible compared to many other events.
We’re always looking for new ways to grow. Planning for the 2026 Rodeo is already underway, with exciting ideas in development.
One significant shift this year was the increase in grounds-only attendees. About 52% of visitors came just for the grounds, without entering the stadium. That shift reflects the focus we’ve placed over the past few years on enhancing the carnival, livestock show, shopping, food experiences, and the wine garden. Stadium capacity is fixed, but by expanding activities across the grounds, we’ve created room to keep growing.
How does the rodeo sustain such a large volunteer base?
Volunteers are the center of everything. They are the engine that drives the Rodeo.
There are 109 committees, covering a wide range of responsibilities. Success comes from matching volunteers with areas they’re passionate about. Volunteer turnover is low, about 8% to 10% of our volunteer base is new each year, because people love being part of the organization.
The governance structure includes 18 vice presidents overseeing the committees, supported by 145 staff members. Each committee rotates its chairman every three years, which allows leadership development and brings fresh ideas.
Significant investments have also been made in leadership development. Chairmen participate in year-round leadership programs, and a special development program selects about 20 individuals annually for additional training. It’s all designed to build the next generation of leaders who will carry the organization forward.
What are some of the broader economic impacts of the Houston Rodeo?
The Rodeo’s economic impact is substantial. The most recent study showed $326 million in total economic impact and $597 million in total economic activity for Greater Houston.
The Rodeo touches a wide range of businesses, including tent companies, golf cart suppliers, food and beverage vendors, clothing and retail exhibitors — many depend heavily on these 23 days. Some report that up to 40% to 50% of their annual business comes from our event. Sponsors also play a big role. Companies like Ford and Aramark are deeply involved because they believe in the event’s reach and community value. From part-time workers to major corporate partnerships, the Rodeo has an economic footprint that rivals major one-time events like the Super Bowl or Final Four, and it happens every year.
How does the Houston Rodeo contribute to education, particularly through scholarships and youth programs?
Education is at the heart of the Rodeo’s mission. Each year, a commitment is made ahead of the event itself to fund educational initiatives. This year, the Rodeo committed $28 million, including over $14 million for scholarships, almost $10 million for 4-H and FFA junior exhibitors, $3 million in grants, and over $500,000 for vocational scholarships. Since its founding in 1932, the Rodeo has provided over $630 million to the youth of Texas.
There’s a strong push to expand vocational support. Not every student is aiming for a four-year degree. Many want to enter trades, and the demand for welders, electricians, and HVAC specialists continues to grow. The Rodeo is investing in programs that help meet that need, particularly in Houston, where workforce preparation is critical for the future.
How do you create an entertainment lineup that appeals to Houston’s diversity year after year?
Planning the entertainment lineup is one of the most rewarding — and most challenging — parts of the Rodeo. It’s a year-round effort. We’ve had over 400 entertainers captivate audiences on the star stage, many of whom started by playing smaller stages during our World’s Championship Bar-B-Que Contest.
For the stadium lineup, the goal is diversity while staying rooted in Western heritage. Country music itself has evolved, and the lineup reflects that broader spectrum. This year, we featured two Spanish-language acts, including Grupo Frontera and Carin León. We also welcomed Post Malone for the first time. Nine artists were new to the stage, creating a blend of newcomers and established stars.
Booking involves coordinating artist availability and matching the best lineup to the dates available. As of late April, several offers were already out for next year’s event.
Next year’s Rodeo will also feature a 21st day, an additional concert-only event. Every few years, the Rodeo opens on a Monday instead of Tuesday, creating space for an extra Sunday performance at the end of the season. The grounds will remain fully active, but inside the stadium, it will be a standalone concert without a Rodeo competition. It’s an exciting way to offer even more entertainment to guests.
How is the Houston Rodeo keeping up with infrastructure plans at NRG Park?
Long-term planning is a major focus. The lease at NRG Park runs through 2032, and regular discussions with Harris County leadership are ongoing.
The partnership with the Houston Texans is strong, and both organizations recognize the need to invest in the future of NRG Park. The arena is aging, and several studies have pointed to deferred maintenance that needs to be addressed. Funding strategies are critical to ensuring NRG Park remains a world-class venue for the rodeo and for the community year-round.
What are the top priorities for the Houston Rodeo over the next two to three years?
The focus is on maintaining the core mission: promoting agriculture, supporting education, celebrating Western heritage, and delivering entertainment that brings the community together.
Continuing to grow the grounds experience is a priority, as is strengthening the infrastructure and planning for the future of NRG Park. Keeping up with Houston’s rapid growth and evolving community needs is part of the challenge and opportunity.
The founders who launched the Rodeo 93 years ago might not recognize every aspect of the event today, but the core spirit — investing in education, celebrating Western heritage, and building community — remains strong. That legacy will continue to guide every decision moving forward.
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