2020 Media Guide - INTRO

Justin Cowboy Crisis Fund

PRCA ProRodeo photo by Billie-Jean Duff

The JCCF Board Greg Crouchley,

Executive Vice President/ General Manager of Justin Brands George Taylor, PRCA Chief Executive Officer Don Andrew, Mobile Sports Medicine Systems Charlie Daniels, Recording Artist Mike Rich, Justin Sportsmedicine Team Tom Feller, Event Marketing Director of Justin Brands Bryan McDonald, contestant representative, PRCA Nolan Ryan, Baseball Hall of Famer Larry Stacy, Reno Rodeo Kirk LaPoure, PRCA Chief Financial Officer DoreenWintermute, Women’s Professional Rodeo Association President Walt Garrison, board member emeritus DaleWoodard, contestant representative, PRCA Dr. J. Pat Evans, board member emeritus

Now in its 31st year, the Justin Cowboy Crisis Fund remains dedicated to giving a helping hand to injured rodeo competitors and their families. Any rodeo athlete (contestant, pickup man, clown or bullfighter) who is injured while participating in or traveling to or from a rodeo can apply for assistance. The JCCF helps injured rodeo athletes pay everyday living expenses, such as rent or mortgage, car insurance and grocery bills – costs that aren’t covered by medical or accident insurance.The assistance is aimed at helping injured cowboys avoid hardship until they are able to return to competition or earn a living. In 1989, John Justin, head of the Justin Boot Company at the time, 16- time world champion cowboy Jim Shoulders and then-Justin Boot Company executiveFrankScivettiweretalkingwithfriendsabouttheplightofthe injured rodeo cowboy. The businessmen decided they had to do something to help, and that’s when the idea of the Justin Cowboy Crisis Fundwas conceived.With Justin leading the way, the concept of a cowboy“safety net”was proposed to the PRCA. In 1990, the JCCF was incorporated. Since it’s inception, the JCCF has awarded nearly $8million in need-based financial assistance to almost 1,100 injured rodeo athletes and their families. A 501(c)(3) charitable organization, the JCCF operates entirely through contributions fromthe rodeo community, aswell as fromprivate and corporate donors. Funding comes from rodeo committees and other groups and individuals who organize fundraisers such as barbecues, auctions, golf tournaments and trail rides; many contestants who receive help from the JCCF later hold fundraisers to support it. The largest fundraiser each year is the Pro Rodeo League of Women Luncheon and Style Show, held at the Las Vegas South Point Hotel, Casino and Spa, which has raised $1.9 million for the fund – $91,000 in 2019. Additionally, many contributions come in as honorary or memorial donations.The fund remains highly unusual among charitable organizations in that 100% of the donations received go to eligible applicants.This is made possible in large part by the Justin Boot Company and PRCA teaming up to cover 100% of administrative costs like postage and printing, leaving all money received through donations to serve their intended purpose of helping injured rodeo athletes. Contributions are tax-deductible and may be made online at www. justincowboycrisisfund.org ormailed to JCCF at 101 Pro RodeoDrive, Colorado Springs, CO 80919. For additional information, call 719.528.4792 or e-mail jccfinfo@prorodeo.com.

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2020 PRCA MEDIA GUIDE