as big as texas

Here's how much money the Houston Livestock Show and Rodeo lassos up

The rodeo broke records for concerts and brought in hundreds of millions to Houston.

Photo courtesy of RodeoHouston

Simply brave the lines at a RodeoHouston concert or any event at the Houston Livestock Show and Rodeo, and one thing becomes inescapably clear: business is bigger than a prize-winning steer.

To wit: This year, according to the latest data, the rodeo drew more than 2.5 million total visitors between February 21 and March 17. The rodeo also boasted more than a million unique attendees (as opposed to those who visited more than once), with 27 percent from outside Greater Houston. Visitors hailed from a total 75 countries.

Music fans will remember that the rodeo broke two records for concert attendance in 2019: Cardi B (75,580 attendees) and George Strait (80,108 attendees).

Obviously, the rodeo is a cash cow for organizers. But other than congested traffic on 610 and packed hotels, just what does Houston get out of the whole deal?

As it turns out, quite a bit, according to a new study. The 2019 Houston Livestock Show and Rodeo generated a total economic impact of $227 million, per the rodeo’s 2019 Economic Impact Study. The rodeo also provided a total economic activity of $391 million in Greater Houston.

The report, conducted by Economics Analytics Consulting, studied the rodeo’s economic impact and economic activity, according to a release. What’s the difference between impact and activity? Economic impact measures the economic effects of new spending in Greater Houston generated by visitors attending the 2019 rodeo, per the report.

Meanwhile, economic activity provides a measure of the full economic power of the rodeo by quantifying the total spending in Greater Houston generated by everyone who attends.

Here are some highlights from the report, by the numbers:

Economic impact

• Total economic impact: $227 million
• Direct spending: $133 million
(This includes hotels, food and beverages, entertainment, shopping and merchandise, horses and livestock, farm and ranch equipment, ground transportation, and event spending.)
• Total fiscal impact: $13 million
• Direct jobs: 3,694
• Total jobs supported in Greater Houston: 5,133

Economic activity

• Total economic activity: $391 million
• Direct spending: $243 million
• Total fiscal activity: $20 million
• Direct jobs: 3,694
• Total jobs supported in Greater Houston: 5,918

houston-rodeo reports

a new record

Houston Livestock Show and Rodeo commits over $30 million to education

Houston Livestock Show and Rodeo cattle exhibition

Courtesy of the Houston Livestock Show and Rodeo

The money supports studies in fields such as animal husbandry.

The Houston Livestock Show and Rodeo continues its annual tradition of breaking its own record when it comes to educational endowments. On Giving Tuesday, the organization pledged to disburse $30,353,380 in 2026 in the form of scholarships, grants, and other funding.

“This milestone moment of reaching $30 million in a single year highlights the Rodeo’s unwavering dedication to Texas youth and education,” HLSR president and CEO Chris Boleman said in a statement. “Thanks to our loyal donors, sponsors, more than 36,000 volunteers and dedicated attendees, 2026 will reach historic heights in supporting the next generation of leaders, agricultural professionals and organizations that share the Rodeo’s mission.”

This brings the total of education funding provided by the Rodeo since 1932 up to $660 million. Last year's $28 million commitment also set a new record.

One innovation this year is the establishment of the Area Go Texan Vocational Scholarship, a program that expands on the relationship with 68 Texas counties through the Area Go Texan affiliate program. One student from each county will receive $6,000 toward a degree or certificate in a vocational field at a Texas nonprofit college or university. Another $500,000 in vocational scholarships will awarded to 10 schools in 2026. Guidelines for applying can be found at this link.

In total, the Rodeo will hand out $15,126,000 in scholarships, $11,273,500 to junior exhibitors, $3,430,880 in grants, and $523,000 in graduate assistantships. Grants will be awarded to 82 Texas institutions and organizations, such as Arts for Rural Texas, BridgeYear, The Bryan Museum, Diversity in the Arts and Entertainment, Greater Houston Partnership Foundation, Multicultural Education and Counseling through the Arts (MECA), Space Center Houston, Texas State University Development Foundation, and University of St. Thomas at Houston.

Money for the annual endowment is raised through the annual auctions, sales of livestock and art, and through charitable donations. The goal of the endowment program is to promote study and research in agriculture, animal husbandry, and other fields that directly benefit the Rodeo.

The Rodeo is scheduled to run from March 2 – 22, 2026. More information on performers, attractions, and vendors can be found at RodeoHouston.com. Scholarship applications are open through February 2, with funds being awarded in summer 2026.

rodeohouston houston livestock show and rodeo