How To Develop Your Rodeo Revenue

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Rodeo inhabits a special position in modern sports, having actually established from an American culture that is quickly changing. Rodeo is a window into the past while at the same time uses an unique and fully contemporary sport with an exciting and intriguing atmosphere. Discover the history of rodeo through the early years of its advancement.


The Spanish cattlemen, known as vaqueros, would affect the American cowboy with their clothes, language, traditions, and equipment which would in turn affect the contemporary sport of rodeo. Responsibilities on these early cattle ranches consisted of roping, horse breaking, riding, rounding up, branding, and far more. These activities remain the same today on modern cattle ranches all-be-it with modern-day methods and devices. James McGlinchey, on a bay horse was bring another flag. At an offered signal, the horses raced down the hill - the white horse in the lead. At the foot of the hill, numerous other horses followed the first two into the arena forming a vibrant grand entry. Much of the stock originated from regional cattle ranches, but some was generated from other areas.


F. Madsen, proprietor of the Bell Theater, Universal Studios recorded the event. The newsreel was shown throughout the country - Livermore was on the map! The success of the very first rodeo caused the formation of the Livermore Stockmen's Rodeo Association in April 1919. The association picked 15 acres of the Callaghan vineyard on Lizzie Street (now Livermore Avenue) and sold stock or script for $25 a share to purchase the land.


Building of the center section of the grandstand and some bleachers, which together held 2,400 seats, were finished for the second rodeo, which was hung on July 3rd, fourth and 5th, 1919, an was described by the Livermore Herald as "the most effective rodeo ever held in the west." In early years, the program was always held on the fourth of July plus the weekend immediately following or preceding the 4th - for this reason the program ran from 2 to five days.


Those with the very best singing chords were "Foghorn" Murphy and later on Ike Latimer followed by Abe Lofton. From 1930-1965 with a P. A. System and often on horseback, came Livermore's own Bud Bentley. Professional announcers were hired from then to now. Throughout the early years there were numerous regional riders.


All were seen on film newsreels. Those in charge worked tough and offered generously to guarantee the success of the show and the fulfillment of the viewers and the participants as well. John McGlinchey would send two header wagons out to the Mourterot Cattle ranch and buy hay so that the numerous cowboys that remained at his home would have feed for their horses.


The Spanish influence was emphasized in these early rodeos. In truth, "old timers" still say "Ro-day-oh" while others pronounce it as Ro-dee-oh. The program was well advertised, and people worn either Spanish or western outfit. Journeys to Oakland and San Francisco were planned. Groups would parade down the streets in costume bring indications revealing the date's of the rodeo.


As Soon As the Oakland Auditorium was used as a hospitality home and "mini" rodeo museum. Rooms there were embellished and staffed with individuals serving drinks to all who went to. Rodeo time was "Big Time" in Livermore; everyone was getting involved in some method. The regional merchants were delighted to have the influx of people and dressed "western" weeks preceding the program.


Barnard Mouterot keeps in mind going out to the Ruby Hill Winery to cut palm leaves to decorate the light poles on First Street. Banners were strung across First and Second Streets, and on Lizzie Street out of the rodeo grounds. Many store fronts had rodeo scenes painted on their windows and shops were embellished.


Weeks earlier, the guys in the area began growing beards for the "Whiskerino Contest." High school trainees were a fundamental part of advertising. Professional photographers from the Oakland Tribune, San Francisco Chronicle and San Francisco Examiner would take images of the girls in western or Spanish attire. These pictures were utilized for publicity functions.


Their "pay" was free admission. High school kids put advertising posters along the highways from Livermore to Stockton and to San Francisco, and on the Dunbarton and Antioch bridges. Rodeo Week was also "Carnival Time" in Livermore. In the early years, the carnival was hung on J and K Streets in addition to on Second Street.


Uninhabited lots and south of Second Street were utilized for flights. Later the carnival moved north of First Street and south of Railroad Opportunity. Street dances were held at night on J Street in between First and Second. On one celebration, there was a dance at Sweeney Ballroom. Contributing to the celebration, the "Hoosegow" or jail on wheels would take a trip First Street daily trying to find anybody not wearing some type of western or Spanish attire.


In addition to this "Huge" Parade, there was also a horse parade at 12 or 1 o'clock each day of the show. The horses paraded east on First Street, turned south on Lizzie Street (Livermore Ave.) and headed out to the Rodeo grounds, where they entered and took part in the Grand Entry.


Might 1, 1921, marked the first time that the rodeo grounds were utilized for a community occasion other than a rodeo, when a May Day Fete was held for all the schools in the Livermore-Amador Valley. A California Frontier Days Pageant belonged to the home entertainment at the 1921 Livermore Rodeo.


For example, in the mid 1930's all of the rural schools in South Alameda County gathered at the premises for a physical education "playday." As the Rodeo showed to be a monetary success, land acquisitions and improvements continued. More seating was put up and all grandstands were covered. More chutes and holding pens were built.


It is still being utilized for neighborhood events. In 1948 the Association's holdings had grown to 40.5 acres. The well made slogan "World's Fastest Rodeo" was initially used in 1935. Speed had actually always been an essential aspect. There was a track around the arena where lots of occasions were held. This consisted of cowboy and cowgirl races, relay races where cowboys or cowgirls altered horses at each station, and Pony Express races, where saddles as well as horses were changed.

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