The cowboys have never really ridden off into the sunset — at least not in Texas.
Ranching and cattle are more than just vital parts of our history and culture, they are also the lifeblood of the state’s modern economy. The livestock industry, farming, cattle, and horses continue to be big business throughout the Lone Star State. And as a celebration of the Texas cowboy heritage and lifestyle, the Houston Livestock Show and Rodeo continues to do its part in helping drive the local economy of the Greater Houston area.
A recent study conducted by Economic Analytics Consulting, LLC found that the 2024 Houston Livestock Show and Rodeo generated a total economic impact of $326 million and total economic activity of $597 million in Greater Houston — proving that cowboy culture is alive and well and lucrative in Texas.
COUNTRIES
75
Direct economic activity
$348M
prizes won at the games
725
+
K
LIVESTOCK & HORSE show ENTRIES
2.
+
35k
EDUCATIONAL COMMITMENT
2.
+
27m
VOLUNTEERS AND STAFF
725
+
35k
Its educational commitment awards more than $14.6 million in scholarships, more than $9.5 million to junior show exhibitors, $2.6 million in educational program grants, and more than $484,000 toward graduate assistantship programs.
But beyond even these numbers, the Houston Livestock Show and Rodeo contributes something unquantifiable to the economy of Greater Houston, Texas, and the world at large: A passionate understanding of agriculture.
To meet the food demands of the steadily increasing global population, the world needs farmers that are dedicated to sophisticated, responsible, and sustainable farming. Along with the fun and excitement of the rodeo, beneath the dollar signs that keep the local economy humming today, the Rodeo is inspiring the next generation of Texas ranchers and farmers, and ensuring the cowboy way lives on.
Obviously, HLSR’s economic impact to Greater Houston isn’t chicken feed — in fact the total dollar amount could feed 2.39 billion chickens for an entire year.
Total economic impact
$326M
Total jobs in Greater Houston
5,694
Since the inaugural event in 1932, the Houston Livestock Show and Rodeo, or HLSR, has grown into the largest livestock exhibition and rodeo in the world, drawing more than 2.4 million attendees last year, the highest attendance since 2017. Those guests came to see world-class riders in the arena, top-quality horses and livestock on display, carnival rides, concerts and the latest in best practices when it comes to agriculture. More than a million of these guests were first-time attendees to the Rodeo — and 28% of the total came from outside of Greater Houston, from across Texas, the United States and from 75 different countries.
These visitors stayed in Houston hotels, ate in local restaurants, and shopped in area stores, supporting small business owners and paying taxes. The Houston Livestock Show and Rodeo also created 5,694 total jobs in Greater Houston, an overall job impact equal to the population of Waller, Texas.
Breaking Down the Numbers
The first Houston Fat Stock Show and Livestock Exposition drew 2,000 people to Sam Houston Hall but actually lost money. By the end of the 1930s, however, the event had grown to be profitable, expanding to include a parade, carnival, horse show, and the world-famous rodeo.
Since then, HLSR has had its ups and downs but has consistently been a boon for local employment, business, and tourism. And 2024 was certainly a banner year for the event.
The report presented by Economic Analytics Consulting, LLC, conducted on behalf of the HLSR, attempted to quantify both the economic impact and the economic activity of this year’s event. The economic impact measures the effects of new spending in Greater Houston generated by the Rodeo. This analysis is limited to money spent by visitors from outside Greater Houston, because one can assume that local residents would have simply found alternate forms of entertainment in the area, keeping their money here.
The 2024 event welcomed about 280,000 unique visitors from outside Greater Houston. The direct economic impact of these guests was $179 million in dollars spent for food, lodging, transportation and other commerce. This influx of outside money resulted in a total economic impact — which includes direct, secondary, and induced spending — of $326 million. That’s a 43% increase in impact from 2019, the last year a study was conducted.
In addition, the Rodeo generated a direct fiscal contribution of $15 million in tax revenue, and a total fiscal impact of $18 million for local government. Not to mention employing 3,538 people directly at the Rodeo and creating 5,694 total jobs across Greater Houston.
When it comes to total economic activity, including attendees from Greater Houston and their spending on-site at the event, the numbers are even more impressive:
Total economic activity
$597M
Direct fiscal contribution
$24M
Total fiscal activity
$29M
Total direct jobs
3,538
Total jobs in Greater Houston
7,276
Economic activity increase from 2019
53%
Year-round Impact
The economic impact of the Houston Livestock Show and Rodeo is not limited to the annual event. The Houston Livestock Show and Rodeo has evolved into a permanent organization, fulltime employer, and corporate citizen. It’s the longest-tenured tenant of NRG Park, continually contributing to the revitalization of that community.
Since its earliest days, the HLSR has focused on community. During WWII, the show was dedicated to the war effort. In the 1950s, the event presented its first scholarship. And since 1932, the organization has committed more than $600 million to Texas youth and education.
In 2024, alone, the Rodeo committed more than $27.3 million to support statewide educational programs.
Houston Livestock Show and Rodeo proves essentially for Texas economy — now and for our future
