Wyoming’s $15 Million Rodeo Gamble: A ‘Cowboy Way’ or Corporate Handout?

CHEYENNE, Wyo. — A plan to lure the Professional Rodeo Cowboys Association (PRCA) headquarters to Cheyenne is facing an early buck from some lawmakers, creating a classic Wyoming debate: Is it a strategic investment in the state’s signature industry, or an improper handout to a private corporation?

Governor Mark Gordon’s request for $15 million in state lodging tax revenue to help finance the move was unanimously approved by the budget-writing Joint Appropriations Committee. But as the full Legislature prepares to debate the state budget starting February 9, members of the conservative Wyoming Freedom Caucus are voicing strong opposition.

“We’re happy to welcome the PRCA to the Cowboy State but would hope they’d come the cowboy way — on their own dime,” said Rep. Rachel Rodriguez-Williams, a Republican from Cody.

Rep. Scott Heiner, R-Green River, echoed the sentiment. “Business and industry should be able to stand on their own,” Heiner said. “If they have a valid reason to come to Wyoming and have the means to do that, I welcome them with open arms.”

The state’s $15 million would be matched by $15 million from Cheyenne LEADS, a private economic development group, creating a total $30 million incentive package. The PRCA, the premier sanctioning body for professional rodeo, has been headquartered in Colorado Springs, Colorado, for 46 years.

Proponents argue the investment is a natural and lucrative use of tourism dollars. An economic study commissioned by Cheyenne LEADS projects the move would generate $253 million in economic impact for Wyoming businesses over a decade, attracting visitors and solidifying the state’s identity.

“I mean we’re the Cowboy State,” said Wyoming Office of Tourism Director Domenic Bravo. “Rodeo is at our core. This is one of those things that aligns so well with the brand of the state of Wyoming.”

The vision includes a new 35-acre headquarters and Hall of Fame campus near the intersection of Interstates 80 and 25, intended as an anchor for a western-themed district. Supporters like Sen. Ogden Driskill, R-Devils Tower, see it as a diversification win, bringing roughly 85 jobs and year-round tourism to the state capital.

“It’s a classic case,” Driskill said. “It’s a given, if we don’t give the money to the PRCA, we don’t get 80 jobs and we don’t get the economic impact. This isn’t even a theoretical, it’s just a flat fact.”

However, the internal debate isn’t strictly along party or caucus lines. Former Freedom Caucus Chairman Rep. John Bear, R-Gillette, voted to advance the funding in committee but remains personally conflicted.

“I don’t know that it’s the proper role of government to do this,” Bear said, “but we’ve got this tourism tax that we tax ourselves to try to grow this major industry of ours. So, I’m skeptical, but right now, I’m approving of it.”

The PRCA has confirmed Cheyenne’s bid is the one it is “seriously considering” after evaluating nearly a dozen offers, including from other rodeo-centric states like Texas. PRCA Chief Marketing Officer Paul Woody noted Wyoming’s unique commitment, like its state-sponsored professional rodeo team, was a significant factor.

“It’s a testament to where rodeo ranks and the priorities of the state of Wyoming,” Woody said.

Democratic Sen. Mike Gierau of Jackson sharply criticized the Freedom Caucus opposition, framing it as part of a pattern against economic development. He pointed out the lodging tax is legally restricted to tourism promotion and cannot be spent on other state needs.

“No wonder the Freedom Caucus is totally against it. It’s against business,” Gierau said. “I guess it’s the freedom to be poor, the freedom to not have a job, the freedom not to have anything.”

With the legislative session set to begin, Wyoming lawmakers must now decide if bringing the “Super Bowl of rodeo” home is a sound business proposition or a betrayal of the independent cowboy ethos.