LIVE PERFORMANCES AT THE WRANGLER NATIONAL FINALS RODEO For 35 years Las Vegas Events has continuously pushed the envelope on entertainment within the Wrangler National Finals Rodeo. In 2021, we have plans to make the Openings and National Anthem performances bigger and better with hopes of you joining our line-up during the Super Bowl of the Western lifestyle. We have been fortunate to have the top artists in the country performing at the NFR. Decisions have been made to enhance these performances by adding many innovative production elements. To illustrate these upgrades, we have produced a video which we have included as an attachment to this email. The enhancements include: Specific Elements for Opening Acts: • LED Stage. • Storyline, song selection and integration of video on LED stage and main video boards to be coproduced between artist and NFR Production for Opening Acts. • Backline to include multiple instruments. • 2 VIP seats on dirt for you and a guest which are in front of Gold Buckle seats. Specific Elements for National Anthem Performers: • 2 VIP suite (#27) passes to artist and a guest Specific Elements for Both Opening Acts and National Anthem Perfomers • Twelve camera shoot vs. four. • Newly renovated Green Room. • Packaged fully produced video of the performance that evening for digital distribution. • Full live coverage on The Cowboy Channel which is the official broadcast partner for the NFR. • Advanced exclusive promotion to NFR fan base for artists' live performances in Vegas. • Custom Montana Silversmiths buckle for each artist. I hope we have effectively communicated our plans and the benefits to you. We are committed to producing a creative and high-energy performance that will put your artists in front of the biggest Western lifestyle sporting event in the world. Please contact Bo Gardner at bo@LasVegasEvents.com or 702.274.4801 if you have any immediate questions. I hope you will join us and be a part of Las Vegas and the PRCA’s biggest event of the year. Sincerely,
Pat Christenson, President, Las Vegas Events DECEMBER 2 - 11, 2021
Las Vegas Events | 770 E. Warm Springs Road, Suite 140 | Las Vegas, NV 89119
As the Wrangler National Finals Rodeo® returns to Las Vegas in 2021, Las Vegas Events will manage Live Opportunities at the Thomas & Mack Center and Cowboy Christmas.
LVE’S COMMITMENT TO EACH ENTERTAINER:
• Transportation to and from Cowboy Christmas or the Thomas & Mack Center. • Hotel accommodations (maximum three-night stay). • On stage/on premise signage promoting the appearance. • All entertainment on the three stages to receive promotion via NFR social channels and on NFRexperience.com. • Artist fees (TBD)
ADDITIONAL BENEFIT FOR OPENING PERFORMANCE:
• Perform live in front of 17,000+ fans and an additional 20,000+ on the live satellite feed. • Live coverage on Cowboy Channel. • Two dirt-level VIP seats for the designated evening of the performance only (the seats must be used by artist and guest and are non-transferable).
A FEW NOTES: • We ask that all entertainers dress in Semi-Formal Western Attire (please no holed jeans or t-shirts). • LVE is looking to secure all performers by Friday, October 1, 2021.
Opening Acts (Thomas & Mack Center)
Ariat Rodeo Live Stage (The Cowboy Channel Cowboy Christmas)
Cowboy Corral - (Cox Pavilion)
COWBOY CHRISTMAS 2021 LIVE STAGE
RODEO LIVE STAGE 8
As the Wrangler National Finals Rodeo® returns to Las Vegas in 2021, Las Vegas Events will manage all National Anthem performances at the Thomas & Mack Center. LVE will work with each entertainer to coordinate all pertinent details and ensure a smooth process from arrival to departure.
LVE’S COMMITMENT TO EACH ENTERTAINER: • A Sound Check will be arranged at the Thomas & Mack Center for the morning of the performance. The exact time will be determined based upon availability and rehearsal schedules. • A representative from LVE will greet you at their representing property at 4:30 PM on the select performance date for transportation to the Thomas and Mack Center via private car service. The vehicle will wait at the Thomas & Mack Center for prompt return when you are ready to leave. The LVE representative will usher you throughout the process. • The National Anthem will be performed promptly at 5:45 PM. • LVE will provide two (2) tickets for you and a guest to attend the Wrangler NFR following the National Anthem Performance: - Tickets are for the designated evening of the performance only and are intended for the artist and their guest. - Tickets are non-transferable.
LVE AND THE WRANGLER NFR WILL PROVIDE THE FOLLOWING PROMOTIONAL OPPORTUNITIES: • The artist provided by RMEF will have the option to appear as a guest on Cowboy Revival with host Shane Minor at Cowboy Christmas that afternoon, prior to the performance. • Appear as a guest on NFR Extra, the official podcast of the Wrangler NFR. • Perform live in front of 17,000+ fans and an additional 20,000+ on the live satellite feed at hotel viewing parties. • Live promotional announcement by the NFR Announcers for the performing artist and representing property. • Live coverage of the National Anthem performance on Cowboy Channel. • Photo and name inclusion in the official NFR Program. • Inclusion on the Official Wrangler NFR website under the “Anthems and Openings” section. In 2019, NFRexperience. com had 1,533,042-page visits. - NFRexperience.com
A FEW NOTES: • We ask that all entertainer dress in Semi-Formal Western Attire (please no holed jeans or t-shirts). • LVE is looking to secure all performers by Friday, October 1, 2021.
Wrangler NFR | PARTNERSHIPS
WRANGLER NFR 2021
“The NFR Experience is a unique opportunity for brands to connect with the Western lifestyle, not just through the biggest rodeo in the world, but to a customized 10-day experience Vegas creates. As a partner, you are
connected to this experience 365 days a year and to more than 250,000 fans that make the trip to Vegas each year and more than one million year-round that follow our channels.”
2021
IT’S TIME TO VEGAS UP!
Wrangler NFR is 10 Days & Nights of Country & Western Tradition
Pat Christenson, President, Las Vegas Events
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NFR Timeline
Enjoy a walk through time and enjoy some of the moments that reveal what makes the 10 days and nights of the Wrangler NFR in Vegas unforgettable.
1985
1989 Jim Sharp becomes the first cowboy to ride all 10 bulls at the NFR. He goes on to win 3 aggregate titles
Shawn Davis shown here (at left) with Phil Arce and Benny Binion, executes the agreement to bring the NFR to Las Vegas
Davis, a former champion saddle bronc rider, served as the general manager of the NFR from 1986
1988
1993 NFR attendance surpasses 170,000 for the first time, reaching a total of 171,368
Ty Murray becomes the youngest allaround world champion, winning the first of his seven allaround gold buckles. Also that year, Tuff Hedeman rides past the whistle and fans the bull to honor his fallen friend, Lane Frost
1990
BEYOND THE DIRT EXTRAVAGANZAS
Each December, Vegas goes country & Western for 10 days and nights during the Wrangler NFR and the dirt welcome carpet is rolled out all over the city that glitters. The rodeo competition at the historic Thomas & Mack Center has sold out 300+ times and more than 30 official resort partners offer after parties and other special Wrangler NFR events including superstar concerts, shows, expos and more.
Wrangler NFR | PARTNERSHIPS
WRANGLER NFR 2021
2021
MORE THAN A RODEO
HIS TOR IC AN D IC O NIC M O M EN T S
Featured NFR Experiences
• Cowboy Christmas—the official gift show of the Wrangler NFR and 300+ exhibitors at the Las Vegas Convention Center
Since 1985, the Wrangler National Finals Rodeo has delivered unbelievable moments night in and night out: 90+ rides, blindingly-fast barrel race rides, celebrity Anthem singers, shining musical performances and more. Visitors decked out in Justin Boots and Resistol hats are everywhere, which creates an amazing festival feel everywhere. In Las Vegas, more than 150,000 rooms are ready and waiting for Wrangler NFR fans and competitors.
• RMEF Hunter & Outdoor Christmas Expo— the Ultimate experience for outdoor men and women • Junior World Finals presented by YETI—the next generation of rodeo superstars perform for 10 days for cash and prizes • The ‘Shoe’—This is a 36,000-square-foot interactive fan experience within the Thomas & Mack Center
• Cowboy Corral—Boot scootin’ boogieing before and after to live music at Thomas & Mack Center And So Much More … Throughout Las Vegas!
“‘Brilliant’ is a brilliant word to describe the 10 days of the Wrangler NFR.” Hailey Kinsel, 2019 and 2020 Barrel Racing World Champion
1993
1995 Team ropers Jake Barnes and Clay O’Brien Cooper set an NFR-record with a time of 59.1 seconds on 10 head
Fred Whitfield turns in the greatest performance in NFR tie-down roping history when he ropes and ties 10 head in 84 seconds
The prize money for the NFR surpasses $3 million for the first time
Charmayne James wins her 10th consecutive world title. She won one more in 2002
1994
1997
2001
1998
The NFR contract is extended and 500 tunnel seats are added at the Thomas & Mack Center, resulting in an additional $1 million in prize money
NFRexperience.com launches. Beyond the Dirt viewing parties surpass 30 for the first time; total that year is 34
Joe Beaver returns from injury to claim his third all-around world championship Rope Myers takes down 10 steers in a record 37.4 seconds
2000
2003
2002
The prize money for the NFR surpasses $5 million for the first time. Wrangler NFR rookie Ryan Jarrett, at 21 years of age, becomes the third youngest competitor to win the world all-around championship
Billy Etbauer rides Cool Alley Dip for an NFR-record 93 points
2005
2007
In December, Las Vegas Events announces that the song “Cowboy Town,” recorded by superstar duo Brooks & Dunn, has been adopted as the official song of the Wrangler NFR for the next two years
The NFR Introduces the complimentary shuttle bus service to the host hotels and Cowboy Christmas. Ridership increases from 27,990 in 2006 to 66,107 in 2007
2007
2007
The revamped Cowboy Corral brings the ACM Stage into Cox Pavilion for the first time. The Zac Brown Band is among the artists to play that year.
Wrangler NFR | PARTNERSHIPS
WRANGLER NFR 2021
SH AR IN G T H E E XP E RI E N C E According to Turnkey Intelligence, NFR fans are extremely loyal to the sport and their sponsor awareness is well above industry standards.
More than 86% of respondents would recommend the NFR Experience to a friend or family member.* Word-of-mouth and overall engagement at Wrangler NFR is MASSIVE.
2021
ONLY VEGAS! ONLY RODEO! POWERFUL DEMOGRAPHICS TRANSLATES TO VALUABLE VISITORS
Social media and digital initiatives reach for the NFR Experience continues to grow!
Engagement continues to grow due to a 360-degree activation plan that features a large, fully-opted database and execution of digital and social campaigns throughout the year.
Who are NFR Visitors to Las Vegas? Visitors from Western states made up 48 percent of visitors, with California and Utah visitors representing 9 percent of all visitors.
LE T S GET S O CI AL
2021 DIGITAL HIGHLIGHTS • NFR’s total network for followers increased to more than 1.2 million • Total social impressions in 2020 reached 61.9 million • The NFR Extra Podcast had more than 635,000 downloads throughout 2020 • NFR Extra can be found on RURAL RADIO Sirius XM Channel 147 • NFR’s total e-mail database surpassed 185,000 for the first time
The NFR establishes its first Twitter account /LasVegasNFR. The GoRound Buckle presentations move to the South Point Hotel & Casino Rodeo Vegas at The Mirage debuts at The Mirage
2007
2009
Since arriving in 1985, more than 4 million fans have attended the world’s richest and most prestigious rodeo The Thomas & Mack Center celebrates its 25th anniversary. The NFR has been held in the arena every year since arriving in 1985
2008
Gender Male Female
AGE
VISITORS BY STATE
Texas – 10.5% California and Utah – 9% Arizona – 6% Colorado, Montana, Washington and Wyoming – 4% Idaho – 3% Nevada and Oregon – 2% Alaska and New Mexico – 1% Ninety-seven percent of event attendees were repeat visitors to Las Vegas and visited, on average, 1.7 times in the last 12 months.
2008
2007
National Finals Tonight debuts at The Orleans
More than 61 million Social Media Impressions
DEMOGRAPHICS
Western States – 48% Southern States – 25% Midwestern States – 16% Eastern States – 1% Canada – 9% Other/Foreign – 1%
AVERAGE LENGTH OF STAY DURING THE2011 NFR 4.9 days
5% 11% 18% 25% 19% 22% 53.2
INCOME
Less than $20,000 per year $20,000-$39,999 per year $40,000-$59,999 $60,000-$79,999 $80,000-$99,999 $100,000-$149,999 Above $150,000 2011
* 1% 7% 17% 16% 37% 22%
MEAN HOUSEHOLD INCOME OF ALL VISITORS $109,225
The NFR develops its first Facebook page. The number of followers after the NFR that year was 5,700 2009
21-29 30-39 40-49 50-59 60-64 65 and older Mean
50% 50%
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VISITORS BY REGION
2010
2011 S O U R C E : LV C V A I N T E R C E P T S T U D Y , 2 0 1 9
WRANGLER NFR 2021
VIEWING PARTIES ALMOST LIKE BEING THERE
Wrangler NFR | PARTNERSHIPS
2021
“It started as five days in the second-largest ballroom. Today, we do it in all three ballrooms, all 10 days.
We get 4,000 people in the ballrooms, plus there’s viewing in the showroom, and I’ve got the three lounge bars. They’re packed too. And in the non-lounge bars, the NFR is onthe TV sets. Some people even give their tickets away for one or two nights to go the viewing parties.”
A MAZING GR O WT H , FA ITHFUL FAN S
South Point owner Michael Gaughan
From humble Las Vegas beginnings several decades ago, the Wrangler National Finals Rodeo now transforms Las Vegas into a Country & Western city for 10 days and nights each year. More than 60 concerts, 23 viewing parties, amazing expos and other competitive events dot the city and attract one of the most faithful fan audiences in all of sports and events.
EX P O S, SH O P P I N G , R E T A I L E N G A G E M E N T “If there is one constant at Cowboy Christmas (and RMEF Hunter & Outdoor Expo) each year it is the outstanding shopping. However, each year the experience has continued to grow with the addition of interactive and experiential elements.” Las Vegas Review-Journal (More than 300 exhibitors and 230,000 attendees attend)
FAN ACTION EVERYWHERE, AND THEY GO
“There is a certain authenticity about Downtown Las Vegas that matches up well with the Wrangler NFR fan, and it’s really something to see and experience. Our block parties at the Downtown Events Center, one block off Fremont Street, attract thousands nightly.” Derek Stevens, owner of The D Las Vegas, Golden Gate Casino, and the Circa, all located on Fremont Street in the heart of Downtown.
TOTAL DIGITAL MEDIA FANS
WRANGLER NFR 2021
DIGITAL EXPERIENCE 360°
The NFR Digital Experience 360° strategy is to engage NFR fans all season long through storytelling and unique content, sharing relevant information and social engagement while blending in marketing messages important to the NFR Experience. In December, that strategy multiplies its methods to attract the attention of NFR fans in Las Vegas at all touchpoints, simultaneously creating a virtual reality for those at home that are unable to visit Las Vegas.
There are multiple challenges in branding and marketing the Wrangler NFR since the digital landscape is continually shifting with social media platforms evolving daily, privacy concerns, human habits, and the growth of cloud-based applications. With that understanding, LVE applies IT marketing strategies and solutions to support NFRexperience.com, the NFR app, all social media channels, and other third-party online applications to promote, engage, inform and educate current and potential NFR fans about the NFR Experience.
NFR S O C I AL M EDI A
Another key component of NFR Experience 360° is the constant development of the NFR social media platforms and the strategies applied to them. LVE executed an all-inclusive “blitz” for the 120 days leading up to the NFR and during the ten days of competition. The campaign used NFR back numbers as the backdrop while featuring current and retired NFR contestants representing what day it was in the count down. This allowed for different ways to promote the NFR experience and increase FOMO and the distribution of “insider information.” This initiative continues to integrate traditional marketing print assets into several targeted NFR social platforms for incre-
ased engagement with fans, contestants and NFR sponsors all year long and in December.
Because time is precious and information is invaluable, LVE managed a 24-7 real-time marketing campaign during the Wrangler NFR. From morning to night, LVE managed all content, posting rodeo results, relevant events in Las Vegas, Cowboy Christmas events and nightly concerts serving as a conduit to fans in Las Vegas and for those unable to attend. The campaign also assists as a customer service entity for those who needed assistance during the 10 days. View current metrics on adjacent page.
A new video portal – NFR 360 – provides rodeo fans with a library of video features, vignettes, highlights and custom content. The categories include What’s Hot, Vegas Celebrity Moments, NFR History, Behind the Scenes, NFR Highlights, Documentaries and more. LVE will continue to tell the stories of the NFR Experience throughout the rodeo season.
The first NFR Online Ticket Exchange launches in February and the first app is created prior to the NFR that year
2010
2011
The NFR completes its first Turnkey Research; the Net Promoter Score (the percentage that would recommend the event to a family member of friend) for the NFR is 91%
The NFR Insider with Neal Reid launches. The first NFR blog has led to a year-round communication effort
2011
2014
2012
2014
Las Vegas Events and the PRCA agree to a ten-year extension of the NFR. The NFR will remain in Las Vegas through 2024. 2014 marks the 30year anniversary of the NFR in Las Vegas
The contestant purse jumps to a record $10 million 2014
NFR Experience digital media reach combines social media channels, email/database, website (mobile and desktop) traffic, and NFR app downloads in 2020. 2008
2015
NFR celebrates its 30th anniversary in Las Vegas with a documentary and book
2014 Gold Buckle Zone debuts at MGM Grand Luke Branquinho wins back-to-back world titles in 2011 and 2012, the latter the fourth of his career. He would go on to claim his fifth gold buckle in 2014. Cowboy FanFest is held for the first time at Cowboy Christmas
DIGITAL REACH
“The continuous tech revolution allows us to create more content, for more fans to enjoy year-round, while also tactfully imbedding our partners’ brand messages.” Nevada Colwell, NFR Extra Host
2018
Wrangler NFR | PARTNERSHIPS
WRANGLER NFR 2021
2021
ALIGNING YOUR BRAND, ENGAGING WITH FANS
Rodeo fans have a special affinity for Las Vegas. Since 1985, Las Vegas has continually exceeded expectations and provided visitors with a unique experience that can’t be duplicated.
KEYS TO SU C C ESS!
STRATEGIC INTEGRATION OF OUR SPONSORS INTO THE NFR EXPERIENCE:
• Rodeo fans are passionate, and Las Vegas is the ultimate destination to host the ‘Super Bowl of Rodeo.’
• Brands are enhanced through a variety of opportunities, including in-arena LED Boards and dirt-level messaging, preferred booth space at Cowboy Christmas, tickets and hospitality, inventory in the ‘Beyond the Dirt’ satellite feed at partners hotels, advertising options in all Wrangler NFR publications and much more.
• An estimated 170,000 rodeo fans attend the Wrangler NFR at the Thomas & Mack Center over the 10 perfs. •
Plus, thousands of fans travel to Las Vegas without tickets to enjoy the NFR Experience throughout Las Vegas.
•
More than 200 custom experiences created by hotels, producers and promoters.
• •
The top 15 contestants in seven events on the top stock competing for $10M and the coveted Gold Buckle.
2016
Since arriving in 1985, more than 4 million fans have attended the world’s richest and most prestigious rodeo Charlie Daniels helms the NFR song “It Don’t Get No Better Than That” and Cowboy Christmas moves to the South Halls 2016
Bo Gardner, Vice President of Corporate Marketing, Las Vegas Events
2017
The inaugural Junior NFR presented by YETI is held in the Wrangler Rodeo Arena at Cowboy Christmas Barrel Racer Mary Burger rewrote the WPRA record books by earning the Most Money Won Prior to the NFR. At 68 years of age she became the oldest qualifier in the history of the NFR. Burger went on to claim the world title
SPECIFIC BRANDING OPPORTUNITIES INCLUDE: Booth Space and Exposure • Cowboy Christmas • Cowboy Corral • NFR Plaza SATELLITE FEED INCLUSION (35+ LOCATIONS)
Marcos Costa becomes the first Brazilian-born cowboy to win the tie-down roping title 2016
20 hotel and resort partners host custom events, concerts, parties and more. Then, there is Cowboy Christmas and the Hunter & Outdoor Expo which hosts the Junior World Finals, a live entertainment stage, eateries, contestants mingling and signing autographs, and more than 400 unique Western lifestyle brands. The creative opportunities for
partnerships are endless.”
A 365-day digital media campaign connecting rodeo fans to the NFR Experience and our brands.
2015
There is no other event in the world where hundreds of thousands of fans annually take over a city like the NFR does in Las Vegas. More than
OFFICIAL PUBLICATIONS • Wrangler NFR Program • Wrangler NFR Daily Sheet • NFR Fan Guide • NFR BLVD • NFR REWIND
SIGNAGE OPPORTUNITIES • In-arena LED Ring Beam Messaging • 3x12 digital boards MARKETING AND WEB • NFRexperience.com • NFR Mobile App NFR SOCIAL MEDIA AND DIGITAL INTEGRATION WRANGLER NFR SEASON TICKETS OFFICIAL MERCHANDISE HOTEL PARTNERSHIP OPPORTUNITIES
Wrangler NFR | PARTNERSHIPS
WRANGLER NFR 2021
MARKETING PARTNERSHIP OPPORTUNITIES
2021
Based on 30+ years of experience with the Wrangler NFR and numerous other special events, Las Vegas Events prepares and executes a comprehensive and integrated marketing plan guaranteeing amazing results and the best experience for sponsors and fans. THE COMPREHENSIVE PLAN:
• NFREXPERIENCE.COM – The experiential website of the Wrangler NFR is the hub of the NFR Community. LVE oversees the development and maintenance of the official website which is a must-visit site for those planning on traveling to Las Vegas for the Wrangler NFR. It provides information on accommodations and hotel partners, schedule of events, tickets, and more. • NFR EXTRA – Throughout the 2020 rodeo season, LVE will produce more than 50 podcasts with unique interviews and features.
• MEDIA PARTNERSHIPS – LVE will coordinate a season-long promotional and digital campaign with Cowboy Channel. • NFR DATABASE – LVE will utilize its permission marketing program and database to provide event and destination information to fans interested in the Wrangler NFR.
• SOCIAL MEDIA: /LASVEGASNFR – Social media plays an integral role in promoting the Wrangler NFR. Throughout the year, these channels will be utilized to communicate with fans on breaking news, entertainment and promotions, as well as integrating sponsor messages.
• ADDITIONAL PLATFORMS – LVE also oversees the NFR Insider and NFR Experience blogs, NFR Mobile App and coordinates all promotional programs throughout the entire rodeo season. LVE also produces customized publications – NFR BLVD and NFR REWIND.
• COWBOY CHRISTMAS – LVE will execute a comprehensive marketing plan specifically for Cowboy Christmas. This presence includes on-site activation, social media engagement, traditional advertising, signage, digital assets and more. • GRASSROOTS EFFORTS – LVE will coordinate and execute grassroots efforts that include partner ships with rodeo committees, niche and trade-specific publications and newsletters that target this distinct demographic. Targeted partnerships include:
• SunSeeker Magazine • American Cowboy Magazine • Cowboys & Indians Magazine …and more LOCAL PARTNERSHIPS – To further drive interest and ticket sales, LVE will work with local partners to develop mutually-beneficial packages that will further promote the Finals and provide a successful ROI.
Michael Mack, Vice President of Marketing and Communications, Las Vegas Events
2018
2018
Hailey Kinsel cruises to her first world title, winning a WPRA record of $350,700
2019
Sage Kimzey becomes the first bull rider in the NFR era to win five consecutive world championships
NFR executes the 60th Anniversary Promotion - The Top 60 NFR Contestants of All Time
Trevor Brazile wins his PRCA-record 14th All-Around gold buckle, and 24th overall PRCA championship
2018
“Our overarching goal is to bring visitors to Las Vegas, while hosting and promoting all aspects of the NFR Experience. Through our multi-platformed marketing plan, which includes extensive direct marketing, digital and social assets, we are able to connect rodeo fans to the NFR Experience and our corporate partners year-round and continue to engage those fans during the event in Las Vegas.”
2018
Sage Kimzey finished the season with a PRCA bull riding record $480,797, breaking his record of $436,479 set in 2017. Kimzey also won the average with 709 points on eight head
Ty Erickson, having entered the 2019 Wrangler NFR as the regular-season leader for the third time in four years, finally broke through. The Helena, Mont., cowboy earned $234,491 to win the world championship for the first time
2019
2019
2020 Legendary singer and entertainer Charlie Daniels creator of the NFR Anthem, “It Don’t Get No Better Than That”-passes away at 83.
Rookie Stetson Wright came in as the leader in the all-around standings and held off all challengers to win the prestigious title with $297,923. He became the first roughstock rider to win the all-around crown since ProRodeo Hall of Famer Ty Murray did it in 1998
For the first time since 1984, the NFR is held outside of Las Vegas as the Covid-19 pandemic forced a one-year relocation to Arlington, Texas
2020
Wrangler NFR | PARTNERSHIPS
WRANGLER NFR 2021
AROUND THE WRANGLER NFR
Everywhere you look in Las Vegas, the Wrangler NFR makes an impact, nowhere more than the Las Vegas Convention Center, home of Cowboy Christmas, the RMEF Hunter and Outdoor Christmas Expo and the Junior World Finals presented by YETI.
Cowboy Christmas, the only official gift show of the Wrangler NFR, continues to evolve and grow. Now located in the South Halls of the Las Vegas Convention Center, it features more than 440,000 square feet of exhibit space.
The partnership with the Hunter & Outdoor Christmas Expo – which is co-located upstairs in the South Halls – has also been beneficial. Cowboy Christmas showcases unique products, including custom-made jewelry, western wear, boots and spurs, furniture, original art, handmade crafts and home goods. In addition, attendees will find the best source for official Wrangler NFR and PRCA merchandise, as well as a variety of entertainment and autograph sessions.
TH E M E D A R E A S Cowboy Christmas features unique themed areas for all rodeo fans. Areas include the Rodeo Live Stage, the Rodeo Saloon, Wrangler Rodeo Arena and NFR Central presented by Resorts World Las Vegas. Attendees can also catch an outstanding line-up of live entertainment, including Outside the Barrel with Flint Rasmussen, programming from RFD-TV/Cowboy Channel, and returning again in 2021 – Cowboy Revival with host Shane Minor. There are also numerous autograph sessions each day that bring fans close to the contestants.
2021
The Junior World Finals presented by YETI returned for the sixth consecutive year in 2020. There were competitions in nine rodeo events – bull riding, saddle bronc riding, bareback riding, steer wrestling, tie-down roping, team roping, barrel racing, pole bending and breakaway. The event will run for all ten days inside the Wrangler Rodeo Arena.
“Cowboy Christmas has evolved from the most unique gift show in the world to a fully immersive 700,000-square-foot experience, integrating live music performances, variety shows, Hunter Outdoor Christmas and the Junior World Finals. It’s the only major sporting event that connects the top contestants with its fans on a daily basis.” Pat Christenson, President, Las Vegas Events
WRANGLER NFR 2021
Wrangler NFR | PARTNERSHIPS
2021
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BIG HIGHLIGHTFAN ENGAGEMENT AT ALL LEVELS
Rodeo Live Stage Junior World Finals presented by YETI Wrangler Rodeo Arena RMEF Hunter & Outdoor Christmas Expo
Wrangler NFR | PARTNERSHIPS
WRANGLER NFR 2021
THE THO M AS & M AC K C E N T E R E XP E RI E N C E
2021
“The Cowboy Channel and RFD-TV are committed to bringing viewers more programming than ever before, live from Las Vegas. We plan to produce additional programming bringing our coverage to over 60+ hours across ten days with the inclusion of a new NFR pre-show and concluding with a NFR wrap-up show. Our goal is to work with Las Vegas Events and get Las Vegas back on track for the 2021 Wrangler National Finals Rodeo.”
Patrick Gottsch, President and Founder, Rural Media Group
The ‘Shoe is the 36,000 square-foot exciting and interactive hospitality area located at the amazing Strip View Pavilion. Nightly highlights include sponsor areas, the Walk of Champions, a 2,500-square-foot, glass-enclosed balcony with stunning Las Vegas Strip views and it also is the hub of rodeo news and inside information. The always-evolving ‘Shoe is open to all ticketed fans and a closed-circuit arena feed is shown on the large screen television.
The Bull ‘n Barrel connects the Thomas & Mack Center to the Cox Pavilion and culminate at the entrance to Cowboy Corral. The area will feature branded areas, a full bar and the Hall of Legends.
The Thomas & Mack Center concourse is transformed with the addition of branded spaces. Las Vegas Events utilizes the space to promote event sponsor hotels and their association with the Wrangler NFR. There is also a Whiskey Bar that includes a tribute to the greatest NFR contestants of all time.
Wrangler NFR | PARTNERSHIPS
WRANGLER NFR 2021
2021
P A RTNE RS S OU N D O F F O N T H E N F R E XP E RI E N C E
T U F C O O P E R A N D R A N D Y B L O O M E R AT C O W B O Y
“I will say the partnership with Las Vegas Events has been a great move for my company. As opportunities arise, they make us aware of them to see if it fits our marketing strategy with ideas that stretch beyond the Cowboy Christmas show. When the idea of being the Official Trailer CHRISTMAS of the NFR came up, I knew right away it aligned with my brand and have never looked back. They went above and beyond our expectations while making it professional and classy. The results of both the trade show and the Official NFR Trailer sponsorship have been a great partnership. If you love our sport, then you have to be in Las Vegas in December at the NFR and Cowboy Christmas!”
“The Rocky Mountain Elk Foundation’s partnership with Las Vegas Events now spans nearly 10 years. Through tenacity and innovation, the LVE team has elevated RMEF’s connection to the Wrangler National Finals Rodeo and Cowboy Christmas well beyond a simple sponsorship agreement. They agreement. take a true partnership approach in every facet of opportunity and execution. From sold out Thomas and Mack Center live performances to packed crowds at Cowboy Christmas and activations with the premier hotel and casino properties in the city, LVE has cultivated the greatest western lifestyle branding and commerce opportunities in the country around the NFR.” Steve Decker | Vice President of Marketing, Rocky Mountain Elk Foundation
“The partnership between Wrangler and Las Vegas Events goes back to the very first NFR in the city in 1985. Since then, the opportunities and excitement the LVE team has developed for its fans, sponsors, and the city, have been phenomenal. Cowboy Christmas has become a Las Vegas destination of its own and is the number one Christmas shopping experience in the country. In addition to the shopping, live stage entertainment, rodeo and vendor booths, the Wrangler Rodeo Arena brings great junior rodeo competition every day for our youth, and it all culminates with the Junior World Finals - where the next generation of Champions
are crowned. From Cowboy Christmas, to Thomas & Mack Center Wrangler NFR opportunities, viewing parties at premier partner hotels, Las Vegas Events is a one-stop shop to fit your brand with the best Las Vegas and the Wrangler NFR experience has to offer. Wrangler - Long Live Cowboys.” Jeff Chadwick, Dir. Special Events, Wrangler
“The first year for Traeger as a sponsor of the NFR was 2019. This event is the most important event of the year for Traeger and the attendees are like our extended family. Being a sponsor enabled us to garner a larger presence than ever before. The advertising of our brand on the Ring Beam at the Rodeo, the e-blasts, the 30-second commercials, as well as our awesome booth placement all helped to drive attendees to our booths. Traeger had a sales increase YOY of 38%. Working with the team has truly been an awesome partnership as they do all they can to provide the marketing tools and communication necessary for us to be successful. Traeger does over 130 events per year and we sponsor less than five, and the Gold Buckle sponsor-ship was the most valuable and generated spectacular results.” Mark Behmer, Director Special Events, Traeger Grills
Randy Bloomer, Bloomer Trailers
“NFR and Cowboy Christmas is one of our largest marketing efforts each year for Purina. We Purina. rely heavily on Bo, Rebecca, and the team from LVE to assist us each year in getting our marketing message to the huge crowds each day during Cowboy Christmas. It is a significant effort and undertaking, but we feel big rewards when we are able to make the personal connection and interaction with our customer base at such a fun and festive event. Animals, and the people that own them, are what we are about. We love the excitement and celebration of the sport of Rodeo and western lifestyle that the partnership with LVE allows us to participate in each year. Purina Mills is proud to be a 20+ year sponsor of the NFR and Cowboy Christmas.”
Jennifer Green, Public Relations & Special Events, Cavender’s
David Nelson, VP Marketing, Purina/Land O’ Lakes
T H E W R A N G L E R B R A N D A N D N AT I O N A L F I N A L S R O D E O H A V E B E C O M E I N G R A I N E D I N FA N S A N D CO M P E T I TO R S M I N D S A N D H E A RT S T H O U S A N D S A N D T H O U S A N D S O F FA N S LOV E T H E I N T ER AC T I V E R M EF H U N T ER & OUTDOOR CHRISTMAS EXPO
“December means Las Vegas! Cowboy Christmas brings us loyal shoppers from all over the world who come see us for the best selection of quality boots and footwear from the top western brands. As a retailer, it’s no secret that the holiday season is an important time for business. Being part of Cowboy Christmas has allowed us to expand our brand well beyond our brick-and-mortar stores. We are also honored to support the Junior World Finals, the most exciting time of year for these young athletes.”
“I am not sure there is another sport in the world where you can watch the top 15 participants in the world compete in seven event categories and get it all done in two hours. The level of competition does not get any better, the excitement does not get any better, and nowhere else will you find more energized fans. Las Vegas is the entertainment capital of the world and it still amazes me how much the town has gotten behind the NFR. It’s the only time of year that one category, Western lifestyle, takes over the whole town. If you own a pair of boots or a cowboy hat, or have country music playing in your car, there is only one place to be those first two weeks in December.”
Ryan Growney, General Manager, South Point Casino and Resort
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