Making its debut at this year’s concerts was a new star-shaped stage with points that could be raised or lowered. (Courtesy RodeoHouston)
With many of the city’s residents still affected by Hurricane Harvey, the Houston Livestock Show and Rodeo saw lower-than-expected attendance this year.
“General attendance was down about 7.8 percent and attendance in the stadium was down about 1.8 percent. With general admission prices increasing from $10 to $15, and numbers for the carnival, games and food all up, it looks like revenue will be greater, even with fewer crowds,” said Joel Cowley, the show’s president and CEO. Exact figures were still being calculated at press time for the event, which took place Feb. 27 to March 18.
This year’s theme, Spirit of the Volunteer, was chosen by the show’s new chairman of the board, Jim Winne III, to recognize the event’s 33,000 volunteers.
One of the biggest changes for 2018 was the debut of an upgraded stage at the rodeo’s NRG Stadium. Designed and fabricated by TAIT, which specializes in creating, designing and engineering equipment for the live event industry, the rotating, 48-foot-diameter star-shaped stage has five points with an arm length of 36 feet and a base of 23 feet. Each star point can be raised individually or jointly and lowered to the arena surface or raised. The new setup includes a 22-foot-tall, motion-controlled LED backdrop video screen and 1,000 lights, in addition to a self-control automated positioning system. The NavCam aerial camera, using the same stage technology, also debuted to broadcast the rodeo and concert performances.
“Our presentation this year was the best ever in our 86-year history,” Cowley said. Not only was the stadium presentation upgraded, but we created a consistent brand look on the grounds using our signature orange and blue colors.”
The concert lineup included country favorite Garth Brooks, who opened and closed the show on Feb. 27 and March 18. Other performers were Little Big Town, Blake Shelton, Leon Bridges, Rascal Flatts, Jason Aldean, Thomas Rhett, Luke Bryan, the Zac Brown Band, OneRepublic, Keith Urban, Chris Stapleton and Brad Paisley.
“We had nine sellout nights,” Cowley said. “With this incredible lineup and new presentation, there has to be an environmental factor with ticket sales being down.”
Laveen, Ariz.-based Ray Cammack Shows Inc. was again the carnival provider for the event and oversaw 79 rides, 57 games and 40 food cafes. There were a record 2.7 million riders during the show’s 23 days, up from 2.4 million in 2017.
The top five rides were the La Grande XL Wheel, Sky Ride, Windstorm, Rave Wave and Crazy Coaster.
This year’s newest attractions included Extreme, a velocity swing ride that reaches heights of 65 feet while rotating; the Flying Jumbo family ride with interactive controls for riders to raise or lower each elephant; Konga, a high-speed side-to-side movement ride with a water feature; and Rockin’ Rodeo, a two-story mirror maze fun house.
Six hundred high school volunteers worked the game booths, raising money for their school organizations.
“We had a great event, and our numbers were up slightly, even though the presale program numbers were down a little bit,” said Charlene Leavitt, chief operating officer of Ray Cammack Shows. “Our all new food stand seating was upgraded to be more contemporary, and we revamped the landscaping with all new pots.”
Two food stands also debuted. Get Fried provided chicken on-a-stick; fresh cut fries topped with garlic, truffle oil, chili and/or cheese; fruity pebbles shrimp on-a-stick; jumbo grilled chicken; beef kabobs; and fresh-squeezed lemonade. Totally Baked sold freshly baked buckets of cookies, giant ice cream sandwiches and dippers cups of cookies with ice cream topped with caramel or chocolate syrups. Cookie flavors included chocolate chip, peanut butter, oatmeal raisin and macadamia nut. Beverages, such as cold milk, hot coffee and Frappuccino, also were available.
Ray Cammack introduced a new enhancement for its Fun Pass program app, as well.
“We worked with a developer last year to put all food vendors on point-of-sale systems and this year launched a self-ticketing feature,” said Joy Pickett, Ray Cammack’s chief financial officer. “Attendees could buy and reload cards with tickets, which allowed them to more easily add tickets to their smartphones for more rides and games without standing in line.”
The Lone Star Market, a new outdoor shopping location on the west side of the NRG Astrodome, included new local businesses offering food, leather goods, art pieces and other items.
Although the adult general admission price was increased, the cost for children 3 to 12 remained $5, with kids under 3 getting in free. On Value Wednesdays, admission for children 12 and under was free. Rodeo tickets started at $18, which included the $15 general admission fee.
Among this year’s sponsors were Coca-Cola, Miller Lite, Ford, NRG and Mattress Firm.
Since the show began in 1932, more than $450 million has been donated to Texas children. This year’s educational commitment includes $14.27 million in scholarships, more than $8 million in junior show exhibitors/Calf Scramble participants, more than $3.7 million in educational program grants and $586,000 in graduate assistantships.
“Success can’t be measured from attendance; there’s more to it than that,” said Cowley. “This year, there was greater excitement on the grounds, and when we look at per capita spending, we believe attendees spent more time here, since they spent more money. This is a tribute to the volunteers and staff who put on a great event.”
Next year’s Houston Livestock Show and Rodeo will be Feb. 26-March 17. Changes in the grounds’ layout and entertainment lineup are being considered.