HOSTING THE WORLD
By Gina Covell The Houston Livestock Show and Rodeo has such a strong reputation as a local tradition that creates opportunities for Texas youth that many people may overlook its international impact and its contributions to agriculture worldwide. The truth is that the Show is internationally renowned as the best livestock show in the world. Each year, the Show attracts more than 2,500 visitors from more than 60 countries who purchase millions of dollars worth of U.S. cattle, other livestock and agricultural equipment for export to their countries. The Show's international success does not come easy, however. Promoting international attendance and coordinating the various international activities involves a huge effort on the part of the Show's staff and volunteers. International Committee Chairman John Ellis said, "Our international visitors are our most important commodity. The whole existence of the committee is to do whatever needs to be done so that they will come to Houston, feel the warmth of our hospitality, learn new agricultural techniques and purchase livestock from the best sources in the world." International visitors come for the first 10 days of the Show, which are called International Days. The committee plans six different events for their pleasure. These activities begin with the Herrin International Gala, where 1,000 foreign guests and members of the consular corps are treated to a seated dinner and dancing. The next day, while ranchers and farmers conduct business, the ladies are treated to a formal fashion show and luncheon. The guests continue their full schedule with demonstrations conducted at the George Ranch Historical Park, where, this year, the focus was horse judging, horse shoeing and cold branding. Agricultural leaders from all over the world attend the International Livestock Congress, a three-day symposium. The discussions center on global trends in agriculture and recommendations for enacting legislation beneficial to the industry. The keynote speaker at the 1999 Congress was Chuck Schroeder, the chief executive officer of the National Cattlemen's Beef Association. During the entire run of International Days, to illustrate the hospitality for which the committee is known, a full luncheon, graciously donated by local restaurants, is served every day to visitors in the International Room. The last Friday of International Days is designated as "Grub Gang Day." Members of the Executive Committee and the current officers personally serve lunch to the international visitors to demonstrate appreciation for their attendance at the Show. In addition, every day the foreign guests can mix and mingle in the "trading post," a designated area within the International Room where representatives of the top livestock producers from the U.S. breed associations can answer questions, arrange ranch visits and open negotiations that culminate in the exchange of millions of dollars benefiting the Texas economy. Many smaller deals are done right in the Astrohall next to the animals' stalls. However, some guests are transported by the committee to private ranches to purchase larger herds. These international breeders are improving their herds through U.S. genetics. "In 1998, sales for the Brahman breed alone totaled around 5 million dollars, and other cattle groups claimed similar revenues," said John Sykes, assistant general manager, Agricultural Exhibits and Competition Department. "These visitors make the pilgrimage to Houston to buy the best. Many consider it the Super Bowl of livestock shows because the top-of-the-line cattle breeders sell at the Show." Every country south of the Rio Grande River has representation at the Show each year, with groups as large as 850 from Mexico and 650 from both Brazil and Venezuela. "These groups come here not only for the purchase of livestock, but also to buy tractors, fencing, pharmaceuticals, insecticides and any other agricultural need you can imagine," said Ellis. To further facilitate strong relations between the Show and its foreign guests, the International Committee also interacts with the almost 70 consuls general posted in Houston. "By keeping close personal relationships with the consular corps, we can extend an increased measure of hospitable assistance to the foreign guests. Then, should a guest need special assistance in transporting his agricultural purchases to his home country, our committee has the contacts needed," said Ellis. The committee hosts a Christmas luncheon for the diplomatic community and also invites them with their families to a special night at the Show.
While much of the success is the result of "word of mouth" passed on by foreign guests who have been coming for more than 30 years, the committee works hard to ensure new international guests learn of the Houston Livestock Show and Rodeo. "Our committee is charged with the responsibility of traveling to foreign venues and spreading the word," said Ellis. "Recently, a group from our committee traveled to Seville, Spain, at the invitation of the International Andalusian Horse Show, where, due to the generosity of Bob Herrin, the committee's International Ambassador, they held a cocktail reception in honor of their Spanish hosts. Last year, we renewed our close relationship with the Calgary Exhibition and Stampede when we traveled to enjoy their show and chuck wagon races Canadian style!" added Ellis. "The 450 members of the International Committee deserve the credit for their hard work and dedication, which has resulted in building strong and lasting relationships with foreign guests," said Sykes. "All of the international activities and events are financed exclusively by the annual dues and donations of the committee members." "One family is particularly responsible for the dramatic success of the International Committee," said Ellis. "Bob Herrin, who just turned 96 years young, is the pioneer who helped establish the ambience of the committee and was instrumental in beginning the travel and hospitality for which the committee is famous." Herrin, along with Gail Whitcomb, hosted the first reception for foreign guests at the Rice Hotel when they came to visit Houston's Fat Stock Show in 1950. His daughter, Joan Lyons, and his granddaughter, Linda Lyons Brown, carry on the Herrin tradition by being active members on the International Committee. "If you want to buy animals or agricultural equipment, there is no doubt that Houston has the best show in the world," said Ellis. "Especially during February, but certainly all yearlong, all around the world, the International Committee shares Texas-size warmth and hospitality with foreign guests, encouraging them to experience our agriculture, which, in turn, benefits our economy and supports youth and education." |
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