A registered trademark and innovative producer of western lifestyle events, was established in 1979 with a traditional rodeo format. All of its events were held at indoor sports facilities in major cities and it underwrote and produced its own events in very untraditional markets. Within three years it became the largest privately held rodeo company in the US. From 1981-1996 all of its events were sanctioned by the Professional Rodeo Cowboys Association. In 1996 the “Bulls and Broncs” format was developed. This was purely a business decision to be a better client for large NBA and NHL Arenas. The format was also designed to be more fan friendly to the non-traditional spectator. Sponsors and audience fell in love with “rodeo” because they become a part of the event.