Economic impact measures the economic effects of new spending in the Greater Houston area generated by the Rodeo. The focus on new spending limits the analysis to spending by visitors from outside the Greater Houston area and associated spending by the Rodeo because it is assumed that local attendees would have found alternate forms of entertainment in the Greater Houston area. Economic activity measures the economic effects of all spending in the Greater Houston area generated by the Rodeo, including spending by local residents, visitors and the Rodeo itself.
This analysis is based upon data gathered at the Rodeo through on‐site surveys. The surveys included intercept surveys, interviews and handouts that were administered by volunteers or Rodeo staff.
Both the economic impact and economic activity depend upon the relevant amount of spending that is associated with the 2019 Rodeo. The relevant spending is classified as either direct or secondary spending. Direct spending is the amount of money spent in Greater Houston by attendees, participants, vendors, exhibitors and the Rodeo. Secondary spending includes subsequent rounds of spending in the Greater Houston area generated by the direct spending.