ProRodeo Sports News - Dec. 21, 2018

PRCA VISION AND DIRECTION

Strong Start CEO Taylor looks back on 1st year, prepares for new challenges ahead

BY SCOTT KANIEWSKI P RCA CEOGeorge Taylor has been busy in his first year at the helm. It’s not going to slow down anytime soon, either. The direction and plan for the RCA has already begun to deliver, but there’s more to do. Taylor shared the PRCA’s vision and mission in Las Vegas, Dec. 4. The PRCA should have the best cowboys at the best rodeos and should deliver the best fan experience while positively impacting our communities and embracing the spirit of the West. In fulfilling that vision, the PRCA’s mission is to unify membership in providing an innovative fan experience, to grow the sport and to provide opportunities for members and sponsors. “The PRCA wants to grow the level of fans,” Taylor said. “We want to add more fans, and we also want to increase their level of interest.” To achieve those goals, the PRCA wants to be known by its growing base of fans as the undisputed best. It must improve and expand opportunities. The PRCA must have the best team, culture and personnel practices aligned to deliver its compelling vision. “The team at the PRCA is passionate about ProRodeo,” Taylor said. “We strive to be respectful, innovative, hardworking and results-oriented – and to live by the code of the West.” A number of significant changes are already in progress. Over the past year, the PRCA has partnered with the American, the Pikes Peak or Bust Rodeo, and RodeoHouston. The PRCA also has added a 13th circuit for its circuit system, digital experiences for both fans and membership. It must drive revenue growth within the sport of ProRodeo to benefit member

PRCA Chief Executive Officer George Taylor offered his take on his first year at the helm of the PRCA, Dec. 4, while also expanding on his plans for the association’s next step. PRCA ProRodeo photo by Billie-Jean Duff

to watch rodeos live on their smartphones and keep up with results and standings. With a continued aim at growing exposure through media – television, social media streaming, live internet streaming with outlets such as Amazon, Netflix and Twitter – the possibilities expand exponentially not only for the PRCA and its cowboys but also for the fans, members and sponsors. With all these ideas and advancements, it made sense to honor recent changes, as well as upcoming ones, with a new PRCA logo. “Renewing the emphasis on our trademarked, single-word PRORODEO name and putting that statement at the top of our rebranding is an important element that grows recognition and exposes new fans, sponsors, members and media to the traditional values andWestern heritage that guides the PRCA,” Taylor said. “We wanted a logo that reflects the timelessness of ProRodeo. We feel we’ve accomplished that. Now, we turn our goals to accomplishing so much more.”

bringing in the Maple Leaf Circuit for the 2019 season, giving Canadian cowboys a chance to rodeo in their home country and an easier path to the RAMNational Circuit Finals Rodeo. There were also improvements in the 2018Wrangler PRORODEOTour structure. The number of rodeos on the tour increased from six to 23. Along with that, nearly 1 million fans attended Tour rodeos, as compared to the 40,000 that attended theWrangler Champions Challenge the year prior. The number of fans watching on TV and streaming online increased by 1.4 million, while the Tour payouts increased 10 times, from $649,600 to $6.6 million. Mirroring those rises, 2018 saw a 6 percent climb in revenue through sponsorship. In 2018, time-buy TV expenses decreased by $471,000, while the average audience increased by 27 percent. In this digital age, tracking favorite sports is only a swipe on a phone or tablet away. ProRodeoTv.com has already made it easier for fans and members

ProRodeo Sports News 12/21/2018

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