2023 PRCA Annual Report

PRCA VALUES

INTEGRITY INNOVATION TEAMWORK EXCELLENCE

We honor ProRodeo’s rich history and strong values, and we are honest and respectful in all our endeavors.

Our efforts constantly evolve to address relevant and emerging issues for the benefit of our stakeholders.

We value trust, collaboration, and enthusiasm to create a positive environment for our team to efficiently serve our membership. We are committed to accountability, productivity, and accuracy to positively impact our members and stakeholders.

Contents CEO’s Message

3 4 6 8

Chairman’s Statement PRCA Board of Directors

Rodeo Administration Milestones

Record-Setting Payouts

10 14

Financial Status

ProRodeo Hall of Fame 16 Engaging and Expanding Sponsors 18 Merchandise and Licensing 22 Television and Livestream 24 Social Media Engagement 25 Media Getting the Message Out 26 PRCA Youth Initiative 28 Information Technology 30 Livestock Program 32 ProRodeo Demographics 34

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PRCA Photo by Hailey Rae of Tim O'Connell on Mayhem