ECONOMIC IMPACT
ECONOMIC IMPACT OF THE 2024 RODEO
Economic Analytics Consulting, LLC conducted a study to quantify the economic impact and economic activity generated by the 2024 Houston Livestock Show and Rodeo™. The analysis also quantifies the expected increase in taxes associated with the spending related to the Rodeo and the number of jobs supported in the Greater Houston area by the spending related to the Rodeo.
Economic impact measures the economic effects of new spending in Greater Houston generated by the Rodeo. Economic activity measures the economic effects of all spending in Greater Houston generated by the Rodeo, including spending by local residents, visitors, and the Rodeo. The economic impact and economic activity depend upon the relevant spending associated with the 2024 Rodeo. This analysis is based on data gathered at the Rodeo through on-site intercept surveys, interviews, and handouts administered by volunteers or staff.
This analysis focuses exclusively on the impacts generated by the WCBBQ Contest, presented by Cotton Holdings and the Houston Livestock Show and Rodeo. The figures in this report do not include data from any events preceding the WCBBQ Contest, such as the Rodeo Run presented by ConocoPhillips, the downtown Rodeo Parade, or Houston Livestock Show and Rodeo’s signature Rodeo Uncorked! Roundup & Best Bites Competition, trail rides, galas, and numerous committee events held year-round. The WCBBQ Contest and the 20-day Houston Livestock Show and Rodeo are the primary ticketed events for which attendance is tracked and reported.