How RODEOHOUSTON Won Over a City Slicker Like Me

January 22, 2026

Growing up in Chicago, the closest thing I had to a cowboy was Kurt Russell in Tombstone. That was the whole universe: Hollywood grit, dramatic mustaches, and wide brimmed hats. Real rodeo? Actual cowboys? If they existed, they lived galaxies away from my Midwest upbringing.

Even as an adult — and a fairly well traveled one — rodeo had never crossed my radar. Sure, I’d “gotten my cowgirl on” in places like Nashville and Dallas-Fort Worth, but I never actually found rodeo. I wasn’t avoiding it; I just didn’t understand its value proposition or honestly where the real deal existed.

Then, three years ago, this not-exactly-country-music-lover felt a sudden, undeniable need to see superstar Chris Stapleton. His tour schedule aligned, Houston made sense… and the venue? The one and only Houston Livestock Show and Rodeo™.

So yes — this was, quite literally, my first rodeo.

WHO KNEW? (I Certainly Didn’t.)

Walking into NRG Stadium for the first time felt like stepping into an entirely new dimension — one I didn’t even know I’d fall in love with.

The food? The absolute best of Texas on a plate.

The products? A shopper’s paradise of boots, belts, art, and sparkle.

The livestock, the broncs, the bulls? Pure electricity.

The kids riding sheep? Heartmelting, hilarious, unforgettable.

The headliners? A lineup that could rival any major music festival, period.

What struck me most was how first class the entire experience felt — polished, immersive, cultural, communal, joyful. The kind of experience that wraps around you and says, “Welcome. You belong here.”

And trust me, I shared that message loudly. If you were a colleague, friend, or family member that spring, you heard all about RODEOHOUSTON® whether you asked me or not. City slicker evangelism at its finest!

So Why Talk About Rodeo and Times Square in the Same Breath?

Because here’s something I’ve learned as a marketer:

You can’t fall in love with something you don’t understand.

And putting the Rodeo on the world’s biggest stage — Times Square — is exactly how curiosity is sparked, myths are broken, and new fans (like me) are born.

OUTFRONT’s XLabs and STUDIOS teams joined forces with Love Advertising and Adolescent Inc to bring this vision to life, and the strategy was as bold as the Rodeo itself.

This Is How We Rodeo, Manhattan: The Moments That Made Headlines

Here’s how Houston arrived in Times Square — loud, proud, and impossible to miss.

Monday: A DOOH Debut Fit for the World’s Stage

In partnership with Houston First, the Rodeo launched a stunning 3D spatial digital campaign in the heart of Times Square. It was:

• Houston Livestock Show and Rodeo’s first ever paid campaign outside Texas.


• A massive moment of cultural expansion.


• A signal that rodeo isn’t just a regional treasure, it’s a world class experience with global appeal.

Tuesday: A New Rodeo Anthem Takes the Digital Stage

The Rodeo released its brand-new anthem, narrated by Cody Johnson — this year’s concert-only headliner.

The story captures pure heart, grit, tradition and unmistakable Texas pride in one powerful narrative.

Wednesday: Russell Dickerson Surprises Times Square

Midweek, the Rodeo’s energy exploded into Times Square with a livestreamed pop-up concert featuring Russell Dickerson — complete with dancers and an appearance by Howdy, RODEOHOUSTON’s official mascot.

Crowds stopped.

Phones whipped up.

And for a moment… NYC felt a little more like Houston, y’all.

Thursday: Entertainer Lineup Drops in Houston & Times Square Simultaneously

The full entertainment lineup was revealed live in Houston — but at the exact same moment, it lit up Times Square. Two starkly different cities sharing one moment, with the whole world watching.

Global reach. Local pride. Universal excitement.

Why This Matters: Brands Lasso New Audiences In Real Life

If I — a Chicago kid, far from country born, country raised — could fall head-over-heels for the Rodeo, imagine what happens when millions of visitors from around the world encounter it in Times Square.

Exposure builds interest.

Interest builds fandom.

Fandom builds legacy.

The Houston Livestock Show and Rodeo is so much bigger than a sporting event. It’s a flagship cultural experience — the biggest of its kind with millions of believers — and always looking for more.

And the Rodeo isn’t the only western sports organization to find new fans in real life by advertising on OUTFRONT’s billboards. PBR Teams proved the medium’s success in its first two seasons, using IRL as a springboard into new fans’ consciousness, seeing a 35% increase in sales in season two with revenue pacing half a million dollars higher than it had the previous year (SOURCE: PBR).


As for me? I’ll be kicking it up in Houston again in a few short weeks. Maybe grabbing some custom Lane Boots… and finally learning a few Lainey Wilson tunes. Because once you’ve had your first rodeo — the real kind — getting back on that bull feels downright inevitable.

If you’re ready to make the world fall in love, IRL brand experiences make one seriously effective valentine. Contact OUTFRONT today to write yours!

Author: Erin Brady, Senior Director Marketing, Central Region @ OUTFRONT

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