2020 PRCA Annual Report

MISSION

The best cowboys; the best rodeos; delivering the best fan experience while positively impacting our communities and embracing the spirit of the West.

VISION

To unify membership in providing an innovative fan experience, to grow the sport and provide opportunities for our membership and sponsors.

ON THE COVER Saddle bronc rider Wyatt Casper rides into the grand entry at the 2020 Wrangler NFR carrying his home state flag of Texas. PRCA PRORODEO photo by Steve Gray

Page 2 PRCA PRORODEO photo by Alaina Stangle

CONTENTS SERIES & CHAMPIONSHIPS |

4

9

DEMOGRAPHICS |

10

PROPERTIES |

13

RODEO ADMINISTRATION |

15

INFORMATION TECHNOLOGY |

16

JR. RODEO |

19

HALL OF FAME |

21

FINANCIAL STATUS |

BOARD OF DIRECTORS

JACOBS CRAWLEY Chairman Contestant Director

CHET JOHNSON Contestant Director

STEVE GANDER Vice Chairman Rodeo Committee Director

KEITH MARRINGTON Stock Contractor Director

JOSH EDWARDS Contract Personnel Director

JAMES MILLER Rodeo Committee Director

DAVID MOREHEAD Stock Contractor Director

TROY PRUITT Contestant Director

MATT REEVES Contestant Director

MESSAGE FROM OUR CEO

Dear PRCA Members:

The year 2020 was a year like no other because of the coronavirus pandemic. After canceled rodeos and COVID-19 restrictions, agility and change were the requirements for the sport of ProRodeo to move forward. Through new partnerships, locations and support of season-ending events, the PRCA offered its fans and members a full Wrangler National Finals Rodeo (NFR) and payout of $10 million, and still had financial success in 2020. Since 1985, the NFR has been held at the Thomas & Mack Center in Las Vegas, but because of COVID-19 restrictions in Nevada, the venue was unavailable for live entertainment with fans. Alternatively, we partnered with the State of Texas and Cities of Arlington and Fort Worth to host our four-day PRCA Convention and 62nd Wrangler NFR at Globe Life Field, the home of the Texas Rangers. We also partnered with the Women’s Professional Rodeo Association for the inaugural Wrangler National Finals Breakaway Roping that was held in conjunction with the NFR. It was a valuable opportunity for breakaway roping contestants to compete for the first-ever world championship and a $200,000 purse. Amid challenging times, we set a new bar for the Wrangler NFR. We had roughly 90 days to plan ProRodeo’s premier event that wouldn’t have happened without many dedicated individuals. The role everyone took to move things forward was impressive. Also, for the first time, we provided financial assistance to 57 rodeos in the wake of the pandemic. Our Kick Open the Chutes program was successful and included our first fan-less rodeo in Cave Creek, Arizona. All told, the PRCA provided nearly $1M of rodeo and purse assistance to committees in 2020. Although sponsorship was down in 2020, media was up. Our goal was to grow 20-30%, and we undershot that. We had some sponsors that struggled amid the pandemic, but we still achieved growth between sponsorship and media. PRCA digital livestreams were up 17% in 2020, and social media impressions increased by 40%. PRCA Facebook followers grew by 26%/85% on Instagram. We had massive growth intentionally around social media in 2020 and have continued to see those numbers rise. Through our robust partnership with Rural Media Group, PRORODEO content and coverage expanded significantly, growing PRORODEO viewership from 12 million to more than 55million. In addition, 200 PRORODEO performances were livestreamed on the PRCA on Cowboy Channel Plus app, and NFR coverage ran from 2 p.m. through 12:30 a.m. daily on The Cowboy Channel, the PRCA on Cowboy Channel Plus app and RFD-TV. That is our focus, to keep driving content to grow our sport’s fanbase. Although 31 ProRodeo Tour rodeos were canceled in 2020, the PRCA successfully hosted the Gold Buckle Beer ProRodeo Tour Finale in Rapid City, S.D. We offered a $320,000 payout, and that partnership with Rapid City was key to making that happen. Other championships that required new partnerships and locations in 2020 were the PRCA Xtreme Bulls Finale held in Nephi, Utah, and the RAM National Circuit Finals Rodeo, moving from Kissimmee, Fla., to Greeley, Colo. We had a $500,000 payout event for our circuit cowboys, which we felt was critical. The PRCA hosted its first Jr. NFR in 2020 – with more than 600 contestants – in conjunction with The American at AT&T Stadium in Arlington. It was an exciting opportunity for us. Jr. Rodeo is an important bedrock of where we’re going and driving the pipeline of athlete development is vital. We look forward to continued involvement in growing our young rodeo athletes. Other PRCA advancements in 2020 included launching an updated PRORODEO.com website and transitioning rodeo entries online. In 2020, 84% of rodeos were made available online and 75% of entries were completed online. Contestants really like the 24/7 availability, and we anticipate those numbers will continue to increase. The PRCA gained momentum in 2020 despite COVID-19. The PRCA will continue to focus on growing the fan experience and bringing together rodeo partners and communities to achieve far-reaching results. We have a lot of bright spots on the horizon, and together we will make things happen.

“THROUGH NEW PARTNERSHIPS, LOCATIONS AND SUPPORT OF SEASON-ENDING EVENTS, THE PRCA STILL HAD FINANCIAL SUCCESS IN 2020.”

Best regards,

1

PRCA BY THE NUMBERS

The COVID-19 pandemic impacted the numbers below in 2020.

RODEO COUNT

TOTAL PAYOUT

CONTESTANT MEMBERS

TOTAL ENTRIES

2

MEMBERSHIP BY CATEGORY

Membership by category, 2020

1%

Permit members (1,361) Card-holding contestants (2,615) Judges (125) Rodeo committees (486) Stock contractors (79) Contract personnel (1,241)

2% 8%

20%

23%

44%

Members who are both contestants and contract personnel are counted in both categories.

The graph above shows only insured PRCA members. The PRCA is proud to count as a crucial part of its total membership an additional 568 Gold Card members, who continue to support the PRCA in its effort to ensure a strong future for professional rodeo.

CONTESTANT BREAKDOWN

Members who compete in more than one event are represented more than once in the numbers on the graph.

3

The current contract with Las Vegas Events (created in 2015) keeps the Wrangler NFR in Las Vegas through 2024. In 2020, the PRCA hosted the NFR at Globe Life Field in Arlington, Texas, because of COVID-19 restrictions in Las Vegas. WRANGLER NATIONAL FINALS RODEO

TOTAL PAYOUT

AVERAGE PAYOUT

$10,000,000

$60,000

$10,000,000

$10,000,000

$10,000,000

$10,000,000

$10,000,000

$67,269

$67,269

$67,269

$67,269

$67,726

$40,000

$5,000,000

$20,000

$0

$0

2016

2017

2018 2019 2020

2016 2017 2018 2019 2020

HISTORY-MAKING NFR • The 2020 Wrangler NFR was the first non- baseball event held at the newly-construct- ed Globe Life Field, home of the Texas Rangers. • Since 1985, the NFR has been held at the Thomas & Mack Center in Las Vegas, but because of coronavirus restrictions in Ne- vada in 2020, the venue was unavailable for live entertainment with fans. • In 1959, the very first NFR was held in Texas at the Dallas State Fairgrounds and remained there for three years until it was moved to different state. • The 2020 championship offered fans the full NFR experience; the prize money re- mained at $10 million for contestants.

PRCA ProRodeo photo by Clay Guardipee | Erich Rogers, 2020 NFR

4

NATIONAL FINALS STEER ROPING

PAYOUT

The 2015 Wrangler NFR contract also provides a $425,000 payoff for the National Finals Steer Roping, which continues to improve the competitive environment for PRCA steer ropers.

$425,000

$425,000

$425,000

$425,000

$425,000

2 0 1 6

2 0 1 7

2 0 1 8 2 0 1 9 2 0 2 0

NATIONAL FINALS BREAKAWAY ROPING 2020 marked the first year of a six-year agreement between the Women’s Professional Rodeo Association and PRCA to expand opportunities for breakaway roping contestants, including the inaugural National Finals Breakaway Roping that was held in conjunction with the NFR in Arlington, Texas. $200,000 The total payout of the 2020 National Finals Breakaway Roping, Dec. 8-10, 2020 at Globe Life Field. 46 The number of PRCA rodeos with breakaway roping events in 2020.

$602,096 The 2020 regular season payout in breakaway roping.

5

The circuit system is an integral part of the PRCA. Every contestant belongs to a circuit and has an opportunity to advance to a national championship in the multimillion-dollar arm of the PRCA. The RAM National Circuit Finals Rodeo is typically held in Kissimmee, Fla., but because of COVID-19 restrictions in 2020 the championship was held in Greeley, Colo. RAM CIRCUIT SERIES

SPONSORSHIP

NCFR PAYOUT

• The combined sponsor contribution to the circuit system in 2020 was $1,415,233.

$800,000

• Sponsors CINCH, RAM Trucks, Justin, Cactus Saddles, Las Vegas Events, Montana Silver- smiths and Polaris RANGER continued their strong support of the circuit system in 2020. • In addition to earnings, NCFR champions earned a $20,000 RAM voucher, Cactus Saddle, Montana Silversmiths buckle, Polaris RANGER, an OtterBox cooler and a pair of Justin boots. • Saddle bronc rider Shorty Garrett took home his first title after winning or splitting the win in every round of the NCFR and earning $16,490 – the most out of any contestant. • Tie-down roper Jake Pratt had an NCFR to remember after winning his inaugural title with an 8.5-second time in the final round at Island Grove Regional Park. Pratt hadn’t competed in a rodeo for more than a month because of a nagging injury in his roping (right) shoulder. He took home $16,070 for his Greeley win. 2020 NCFR HIGHLIGHTS • Bull rider Jeff Askey’s 88-point ride on Brookman Rodeo’s Hot Axe in the semifinals was worth $3,880, and winning the final round by a single point with 89.5 points on Andrew Rodeo’s Chupacabra pushed his NCFR total to $10,767. • The top team at the 2020 NCFR was the Wil- derness Circuit. Contestants accumulatively won $49,664.

$600,000

$757,562

$749,315

$758,112

$758,112

$400,000

$388,000

$200,000

$0

2016 2017 2018 2019 2020

1. COLUMBIA RIVER 2. CALIFORNIA 3. WILDERNESS 4. MONTANA 5. MOUNTAIN STATES 6. TURQUOISE 7. BADLANDS 8. PRAIRIE 9. TEXAS 10. GREAT LAKES 11. SOUTHEASTERN 12. FIRST FRONTIER 13. MAPLE LEAF

6

XTREME BULLS & BRONCS

The Xtreme Bulls Tour features events across the country, concluding with a tour finale which was held in Nephi, Utah, in 2020. Contestants also had the opportunity to compete in the Xtreme Broncs series that concluded with a finale in Rapid City, S.D. The COVID-19 pandemic impacted the numbers below in 2020.

XBULLS TOUR ENTRIES

XBULLS PAYOUT

Div I

Div II

Div. I

Div. II

1,400,000

3000

1,200,000

2500

1,000,000

2000

800,000

2,068

1500

600,000

1,749

1,699

1,293,189

1000

400,000

1,165

1,092

500

928,301

903,123

200,000

716,186

476

383

324

294

779,765

235

0

0

2016

2017

2018

2019

2020

2016

2017

2018

2019

2020

$392,210 Total payout

XBRONCS AT A GLANCE 2020

$16,923 T he amount two-time PRCA Saddle Bronc World Champion Ryder Wright won at the fi nale

554 Entries

13 Events

7

PRORODEO TOUR

The 2020 PRORODEO Tour consisted of 25 rodeos (56 scheduled) and allowed eligible contestants the opportunity to earn tour points and the Top 24 to qualify for the finale. In 2020 the Gold Buckle Beer PRORODEO Tour Finale was held in Rapid City, S.D., because of the COVID-19 pandemic.

CHAMPIONS BAREBACK RIDING

FINALE EARNINGS

Jess Pope

$8,819

STEER WRESTLING Jacob Talley

$8,801

TEAM ROPING Riley Minor (hdr) Brady Minor (hlr)

25 PRCA rodeos 180 Performances $8,335,047 Total payout

$9,788 $9,788

SADDLE BRONC RIDING Stetson Wright

$7,974

TIE-DOWN ROPING Tyson Durfey

$8,740

BULL RIDING Jeff Askey

$10,934

Stetson Wright, 2020 Gold Buckle PRORODEO Tour Finale, Rapid City, S.D. | Alaina Stangle photo

FINALE HIGHLIGHTS

• The Sept. 23-26 event offered competitors the chance to score big money in the race to the Wrangler National Finals Rodeo as the 2020 regular season con- cluded. • Despite suffering detached ribs, Jess Pope won the finale by a half-point with a 90-point ride on J Bar J’s Straight Moonshine in the final round .

• All-Around World Champion

Stetson Wright jumped from 18th to 13th in the world standings af- ter earning $7,974 in Rapid City, S.D.

8

PRCA DEMOGRAPHICS

WOMEN 48% MEN 52%

GENDER

52% Families of 3 or more

27% Have camped in the last 12mo.

82% Households own a pet

12.5M Make more than $75k/year

Rodeo fans are 34% more likely to participate in gaming and resort activities each year

3.1M Households own an ATV

78% More likely to go hunting

The National Finals Rodeo has been a sold out event for more than 33 years in Las Vegas, NV.

42M Domestic vehicles owned

PRORODEO ® Fans are significantly invested in their communities with 63% of our fanbase living in their current home longer than 5 years

7% more likely to be the business decision maker in their company 18% own their own business

128+ Total Broadcasts 320+ Total Hours Broadcast

*Population measured by density (A-Metropolitan to D-Rural)

12.9M Live in C&D Counties

180 Total Perfs Streamed

40+ MILLION PRORODEO ® FANS

9

PRCA PROPERTIES, INC.

PRCA Properties responsibilities include the development and maintenance of corporate partnerships, creating licensing opportunities, managing television assets, creating and maintaining new digital initiatives, and providing activation opportunities for corporate partners at hundreds of PRCA rodeos.

YEAR IN REVIEW

NFR: Flagship event of the year, hosted at Globe Life Field (GLF) in Arlington, Texas, for the first time. The Cowboy Channel (TCC), PRCA on TCC Plus and RFD-TV aired the 10-day Finals live from GLF each night with East and West Coast prime time encores airing the next day. Expanded coverage of the NFR occurred every day from 2 p.m. through 12:30 a.m., on TCC, PRCA on the TCC Plus and RFD-TV. Coverage included an NFR pre- show, NFR opening ceremony and NFR post-show for 10 straight evenings. Featured four livestream feeds - a TV feed, arena feed, Spanish feed and Portuguese feed.

PRCA on CC+: 200+ hours of live and on-demand coverage of PRCA rodeo competition including the RAM Circuit Finals Rodeos, PRORODEO Tour rodeos plus the PRORODEO Tour Finale and the Wrangler NFR both domestically and internationally.

Media: PRORODEO ® now has over 50 million viewers, thanks to the PRCA’s partnership with Rural Media Group, airing PRORODEO content live on two national TV networks, TCC and RFD-TV. The PRCA’s previous contract with CBS Sports Network only drew in 12 million viewers and the PRCA paid for production. In 2020, TV viewership was up 458% and digital livestreams were up 20%. PRCA programming included live coverage of the PRORODEO TOUR, the PRCA’s Xtreme Bulls Tour events and a weekly studio show, PRORODEO ® Tonight, a channel 100% committed to the sport of PRORODEO and the PRCA.

2020 PRCAWorld Champions lift their gold buckles to the crowd at Globe Life Field in Arlington, Texas. | PRCA ProRodeo photo by Clay Guardipee

10

SPONSORSHIP & MEDIA REVENUE

• 2018 revenue increased 7% • 2019 revenue increased 14% • 2020 revenue increased 27%

BRAND VALUE $6,022,192 of brand value delivered through signage,

MERCHANDISE & LICENSING 28% increase from 2019 to 2020 in M&L royalty revenue

contestant patch sponsorships, and other event elements during the 2020 NFR Broadcasts*

*2020

NEW NONENDEMIC NFR SPONSORS • Choctaw Casinos & Resorts • Paramount • Yellowstone • Texas Farm Bureau

• T-Mobile • HOLT Caterpillar • Quick Trip • Tarleton State University • Young Living • Zyn

• Golden Chick • Pinnacle Bank • Samsung

11

PRCA MEDIA

Media is responsible for getting the PRCA’s message out – through weekly press releases, social media, daily editorial content on PRORODEO.com, PRORODEO Sports News and other publications that serve members, fans, committees and mainstream media.

Annual Publications: Continued to reduce costs and generate revenue for the organization, as well as directly assist members and committees. Printed the 2020 PRCA Media Guide in full color. Made the media guide available on ProRodeo. com earlier in the year for fans and members to stay updated on current PRCA tours, records and statistics and on PRORODEO’s top cowboys. Assisted rodeo committees with customizing their PRORODEO programs to retain sponsors, grow their fan base and maximize profits.

PRORODEO Sports News : There were 4,226,541 pageviews of the digital PSN editions in 2020. Distributed roughly 12,000 per print issue in 2020 with a 74% renewal rate. Continues to focus on giving members and fans the most updated information, results, stories and videos. Media: Produced the 2020 Wrangler NFR daysheets and provided comprehensive nightly press releases on the NFR, including winners’ quotes, for use by national media, attending and reporting remotely. Continued to provide new daily content and rodeo coverage on PRORODEO.com and shared on social media to increase exposure of PRORODEO and its athletes. Shared more feature stories on PRCA athletes and their families. Continued to fulfill research requests from members, media, committees and stock contractors. ISBN: 978-0-9834148-9-6

SOCIAL MEDIA

67,681 followers 11.7M impressions

113%

652,233 followers 185M impressions

129.5%

290,732 followers 86.5M impressions

246%

16,000 subscribers 6.4M impressions

In 2020, there was signficant growth across the PRCA’s social media accounts with impressions up 155% overall.

Bull riders Roscoe Jarboe, left, and Ty Wallace | PRCA ProRodeo photo by Clay Guardipee

12

As a membership organization, the PRCA works continuously on recruiting and retention by encouraging open communication with members and developing rules to benefit them. RODEO ADMINISTRATION

PERMIT SYSTEM The PRCA welcomed 1,361 permit-holders in 2020 – the PRCA issued 628 permits to roughstock contestants and 862 permits to timed-event contestants. (Some contestants had permits in both categories.)

JUDGING The primary goal of the PRCA’s Judging Program is to place contestants correctly, enabling them to win prize money, based on the rules and thorough judgment. This objective is achieved through quality education, mentoring and proper evaluation of officials.

Timed events permits Roughstock permits

130 reserve officials approved to receive judging assignments 8 full-time Pro Officials

758

1,127

1,123

1,087

862

1189

825

822

751

628

2 0 1 6

2 0 1 8

2 0 2 0

240 260 280 300 320 340

Rookies

327

302

301

279

2017

2018

2019

2020

The rookie count has remained fairly steady. In 2020 the PRCA saw a slight decrease in first-year card-holding contestants.

Wrangler NFR Pro Official | PRCA PRORODEO photo by Steve Gray

13

PROCOM

PROCOM’s online-entry system, launched in 2019, allows contestants to enter rodeos at any time and from anywhere, making it easier for them to manage their busy rodeo schedules. The COVID-19 pandemic impacted the numbers below in 2020.

30-HOUR REPLACEMENTS RODEO RE-ENTRIES

1,000 1,500 2,000 2,500 3,000

1,000 1,200

0 200 400 600 800

1,134

1,116

2,623

2,322

989

929

912

1,974

1,942

0 500

569

2016 2017 2018 2019 2020

2016

2017

2018 2019 2020

ONLINE ENTRIES IN 2020

WALK-UP REPLACEMENTS

84% of rodeos available online 60,000 online contestant entries 83% by roughstock contestants

100 150 200 250

234

232

221

179

171

0 50

2016 2017 2018 2019 2020

Walk-up replacements continue to increase each year, showing the growing interest and usage by contestants.

14

Rodeo Operations and Information Technology work together to make life easier and business more profitable for PRCA contestants, rodeo committees and all members of the organization. INFORMATION TECHNOLOGY

DIGITAL MEMBER SERVICES

NEWWEBSITE In October 2020, the PRCA launched a new and improved ProRodeo.com. The new website is specifically designed with mobile, or smartphone, traffic in mind. The site will automatically adjust to your device to better present PRCA news, results and standings in a form that fits the device being used. Additionally, the PRCA added the ability for user profiles to be created, allowing fans to follow their favorite contestants with a customized view of the homepage. Also, the PRCA will continue to streamline and improve the fan interaction on this site. As a result of this website launch, the old PRCA mobile application has been retired and removed from service. In 2020 IT continued to expand the content and information available on Pro- Rodeo.org: • Members can check on the latest news and announcements and learn about upcoming events, such as the Conventions. • Committees can access tools to help promote their rodeo. • Members can maintain their account information, renew their member- ship, manage their financial obligations, view rodeo openings and closings and much more. • Contract personnel can apply to work special events, such as the Wran- gler NFR or RAM Circuit Finals rodeos. They can also view the rodeos they worked at over the year. • Over 70,000 rodeo entries were completed online, as the PRCA expanded and transitioned to the online system as the primary method of entering. • To help offset high call volumes into PROCOM, IT launched RodeoSetup. com as a new website where contestants can check the setup of rodeos that are closing and entering the grace period. This website resulted in a significant and consistent drop in call volumes.

website sessions

8,000,000

0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000

4,000,000

0

website sessions

users

page views

15

PRCA Athlete Development and Welfare continues to work with organizations to develop the future of professional rodeo by encouraging youth to participate. The PRCA works with rodeo committees to educate and host programs about the many ways individuals can get involved. ATHLETE DEVELOPMENT

MEMBERSHIP

Jr. Rodeo, the PRCA’s youth association, was announced at the 2019 Wrangler NFR. Jr. Rodeo:

• Strives to thoroughly prepare young cowboys and cowgirls for a career in the sport. • Pillars: Education, fundamental skills and competition. • Serves competitors ages 8-19 and offers various membership opportunities. • Memberships include an online membership

card, entry to Jr. Rodeo camps, sponsor promotions, a ProRodeo Hall of Fame student membership and Jr. Rodeo swag

PRCA Jr. Rodeo photo

The inaugural Cowboy Channel Jr. NFR took place March 3-7, 2020, at the Will Rogers Coliseum in Fort Worth and AT&T Stadium in Arlington, Texas. The Jr. NFR was televised live on The Cowboy Channel March 7 and each of the nine event winners, who were between the ages of 14-19, won at least $10,000. CHAMPIONS: Keenan Hayes , Hayden, Colo., Bareback Riding Jade Kenney , Canyon, Texas, Breakaway Roping Trevor Hale , Perryton, Texas, Tie-down Roping Gus Gaillard , Morse, Texas, Saddle Bronc Riding Cayden Harmon , Stephenville, Texas, Team Roping (heading) Hayden Powell , Rogers, N.M., Team Roping (heeling) John Mayes , Welsh, La., Steer Wrestling Patton Ann Lynch , Crawford, Texas, Barrel Racing Caden Bunch , Tahlequah, Okla., Bull Riding

MISSION: To provide fundamental learning to attract kids to rodeo and chase their dreams in and out of the arena.

In 2020, Jr. Rodeo hosted camps at the following events:

•Fort Worth Stock Show & Rodeo •San Antonio/ Hidden Springs Youth Ranch •National Little Britches Finals Rodeo •National High School Finals Rodeo

If you would like to host a Jr. Rodeo camp, please contact Ellen Cart at 719-528-4723.

16

LIVESTOCK WELFARE

The PRCA Livestock Program is committed to the proper care and treatment of animal athletes used in PRORODEO. Interaction with livestock, enjoyed by fans, contestants and livestock owners, helps preserve the history of professional rodeo and combat the claims and accusations of critic groups.

LIVESTOCK WELFARE

2020 efforts included: • The PRCA Livestock Welfare Committee continued to discuss issues relevant to livestock in rodeo and make recommendations for improvement. • Hosted the 10th annual political fundraiser at the 2020 Wrangler NFR. Over 30 individuals attended, including four U.S. Senators and three U.S. representatives. • Encouraged rodeo committees and stock contractors to promote positive media stories highlighting livestock athletes of the sport. • Continued with rodeo livestock reporting and inquiry program to improve the safety percentages of all rodeo livestock.

PRCA PRORODEO photo by Phil Doyle

PROGRAM PRIORITIES • Outreach and communications

• Government relations • Education and research

LIVESTOCK HEALTH 2020 efforts to protect PRORODEO livestock health: • Ongoing monitoring of livestock disease outbreaks nationwide and providing information to membership that may affect professional rodeo activities. • Cooperating with and aiding in funding the Equine Disease Communication Center. The EDCC works to protect the horse and horse industry by reporting real-time information about disease outbreaks in the equine industry. • The PRCA is a member of the American Horse Council, Animal Welfare Council and Western Fairs Association.

99.9%

Safety percentage the PRCA has maintained for all animals in ProRodeo. The PRCA livestock program also improved the detail of rodeo reporting for increased analysis in 2020.

17

TOP RIDE PRCA Saddle Bronc Rider Zeke Thurston aboard Dakota Rodeo’s Bartender at the 2020 Wrangler NFR.

18

PRCA ProRodeo photo by Clay Guardipee

HALL OF FAME

The ProRodeo Hall of Fame continues to welcome rodeo fans who want to see memorabilia of the sport’s historical icons, as well as members of the public who are eager to learn about rodeo.

A YEAR LIKE NO OTHER • 2020 was a very challenging year for the Hall of Fame due to coronavirus, Stay at Home Orders, lockdowns and closures. The Hall had to close for 91 days from March to June and again for the month of December and into January 2021. Events scheduled at the Hall were cancelled and induction weekend activities were postponed through 2021. 2020 NFR EVENTS • Legendary rodeo announcer Bob Tallman was honored as the 2020 Legend of ProRodeo at the Wrangler Gold Buckle Gala held at Billy Bob’s Texas in the historic Fort Worth Stockyards. • The live auction at the Gala raised a record $57,450 for the Hall. The silent auction and other sponsorships raised an additional $18,514. • The annual Hall of Fame Golf Tournament fundraiser had a title sponsor for a second year of $8,000 from the Norris Foundation. Additional sponsorships for the event totaled $12,251.

2020 INDUCTION

• Launched a redesigned website for the Hall of Fame. The new site is mobile friendly, includes additional and updated content, videos, online gift shop sales and further biographical data on inductees. • The Hall received a grant for archival supplies from the Colorado Historical Records Advisory Board. • The Hall was selected as one of the Top 10 museums and art galleries in southern Colorado. • Completed the International Sports Heritage Association grant to rehouse the Hafley- Shelton Wild West Show Collection, the oldest collection owned by the Hall. The new archival storage containers for the artifacts will protect and preserve the aging items. • Raised just under 50% of the $95,500 required humidify, repair and digitize our panoramic and large rodeo photograph collection of 120 images dating back to 1919. The entire amount of matching funds and the project must be completed by the end of 2021. • New accessions for the Hall acquired in 2020 included over 150 items of Miss Rodeo America artifacts, memorabilia, awards and historical documents; Swede Henson clown sculptures; more than 200 rodeo photographs from Bob Kisken and a collection of past NFR jackets. for the matching funds Save America’s Treasurers Grant to preserve, restore, • The 2020 induction ceremony and related events were postponed through 2021 because of the pandemic. • The Class of 2020 honorees: tie-down roper and all-around cowboy Cody Ohl; bull rider Butch Kirby; barrel racer Martha Josey; stock contractor Jim Sutton; notable Randy Witte; contract personnel Sunni Deb Backstrom; the Ellensburg, Washington rodeo committee and bucking horse G-65 Grated Coconut.

2020 HIGHLIGHTS

HALL OF FAME VISITORS

2016 2017 2018 2019 2020

6,453

13,291 13,087 13,578

12,472

2,000

7,000

12,000

Museum admissions were down 52.5% and gift shop sales were down 35% in 2020 because of COVID-19 lockdowns, closures and restrictions.

19

OUR GREAT 2020 SPONSORS

20

PRCA FINANCIAL STATUS

PROFESSIONAL RODEO COWBOYS ASSOCIATION & AFFILIATES Consolidated Results of Operations for the period ending Dec. 31, 2020

PRCA PRORODEO PRCA Properties Jr. Rodeo Hall of Fame

TOTALS

Eliminations

Total Revenue and Support Total Operating Expenses Income before Tax, Depreciation & Amortization Expense Tax, Depreciation & Amortization Expense

$31,852,000

$17,861,000 $424,000 $1,345,000 $-2,028,000 $49,454,000

29,823,000

14,740,000 $379,000 947,000

-2,028,000 43,862,000

2,028,000

3,121,000 45,000 398,000

-

5,592,000

310,000

757,000

-

181,000

-

1,248,000

$1,718,000 $2,364,000 $45,000 $217,000

- $4,344,000

Net Income

Revenue & Support consist of membership and permit dues, approval fees, administration charges, insurance, Wrangler National Finals Rodeo, trademark royalties, sponsorships, donations, and museum operations. Operating Expenses consist of membership support programs, management, and general fundraising. Membership support programs are funds spent in direct support of our rodeo committees, the RAM circuits and RAM Circuit Finals Rodeos, RAM National Circuit Finals Rodeo, Wrangler National Finals Rodeo; Wrangler PRORODEO Tour, National High School Finals Rodeo, National Junior High School Finals Rodeo, College National Finals Rodeo, and Miss Rodeo America. Ninety-three percent (93%) of Total Operating Expenses were spent on membership support programs. This means that $0.93 cents of every $1.00 dollar spent during 2020 was returned directly to the Association’s members.

Regards, Kirk LaPoure, CFO PRCA & Affiliated Companies

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