Reimagining the Rodeo Experience: Chris Boleman and Julie Bass

Danielle Grossman 0:01
Today on Mission Rodeo, we’re sharing what guests, volunteers, and visitors can expect during our annual 20-day event here in Houston, and how our new agricultural complex will shift some of what is currently happening at Reliant Park. All right, welcome back. We are so excited for another episode. Talk all things rodeo. I’m here with Julie Bass, our chief mission officer. Hi, Julie. Thanks for coming.

Julie Bass 0:24
Thanks for having me.

Danielle Grossman 0:25
And of course, Chris Boleman, our CEO and president. Yes, fearless leader.

Chris Boleman 0:29
It’s great to be here.

Danielle Grossman 0:30
It’s wonderful.

Chris Boleman 0:30
Yeah, love the topic today.

Danielle Grossman 0:32
The topic is great, and I think people have a lot of questions, and we’re going to answer all of those questions and clear the air. So it’s a great time to talk about our incredible property that we were going to open in 2029 at a property on 288. So this agricultural complex, 1 million square feet. This is an incredible feat. First of all, Julie, you know horse show, livestock competitions. You’re the sounding board here. You are our chief mission officer. But this is not just your day job. So talk about what this means to you to have this finally coming to fruition.

Julie Bass 1:00
Yeah, I think just one of the things that we focus on as a staff member in the mission division is just how we can make experiences better for families and exhibitors that come to our show every year, and this is going to be an excellent way to expand upon that, just to provide families with some more room, some more ease of access. So number one, that’s that’s important in in what’s upcoming for 2029. But in my normal life outside of work, I am a horse show exhibitor. I’m a parent of junior livestock exhibitors at the local level, and so I’ve experienced you know what the logistics mean and what some of the challenges can be through those shows, and I’m excited that we’re going to be able to alleviate some of that with this new property. People are excited about it. They, especially people that have come here year over year, they know what to expect here, which is a great experience when they get in the show ring. But sometimes, just based on the square footage that we have here and the parking that we have here, we run into some challenges there that take people longer to get in and out or be able to park, and so we hope to alleviate that with this new property. And people have told me how excited they are to be in a climate-controlled environment where they’re able to pull up, unload, park, and play in the same property in one experience.

Danielle Grossman 2:17
Yeah, it’s going to make it so easy for everyone. I know everyone’s very excited. And Chris, okay, so a lot of people we know have been asking questions because we are going to be split up now between the complex, the agricultural complex at 288, and then of course Reliant. So let’s talk about what we think is going to move and what people need to know, what guests need to know when they’re coming out to the rodeo for our 20-day event in March.

Chris Boleman 2:37
Sure, as we’ve already said, we’re creating a second campus. When you think about it, that’s really what we’re doing here for a new experience and a different experience. But first of all, I got a comment. Julie called her life normal. But but back to the question at hand. I think what people need to keep in mind is that we’ve been in arena for over 50 years here at the park. It’s an aging facility, and it’s not what we want our exhibitors to experience. So, the first step I think is just lifting literally what we’re doing at the arena now and moving it out to 288. That’s the first step. Now, there’s a lot more square footage out there, so certainly there’s a lot more that we can do to to activate. But but in general, for those of us that that are at the horse show and know what livestock projects are being exhibited over there. Now we’re basically lifting the horse show, taking it out to 288, and then we have poultry, rabbit, llama, alpaca, livestock judging, a lot of other activities that will move with it. And so that’s the first step. The second point to make is that we’re not moving the entire livestock show out there, that it’s important that to come to to this park that you still have that experience. And so, when you ask what can people expect, it’s going to be more of the same in terms of a guest experience. Hopefully, it means there’s more space, there’s more room. It gets super crowded right now, and so it’ll be a better guest experience. More importantly, or equally importantly, as we go out to 288, it will be a much better experience for those exhibitors that are out there. So, if people want to come on the grounds and they want to go to the horse show where they’re going to the arena now, they’ll start their day out there. Of course, there’s a lot of logistics and transportation to get people back and forth. But the the point is, we want to give people what they want in in the highest quality, world-class experience that we can.

Danielle Grossman 4:23
Yeah, you know, a lot of people come out to the rodeo to experience the animals. Maybe they live city life, and they want to get immersed and learn about agriculture and livestock. And that’s our mission, right? That’s the core of our mission. So, Julie, talk a little bit about families when they come out, what they’ll still be able to experience. Chris talked very briefly about having some livestock and agriculture exhibits still here at Reliance Center. Talk a little bit more about that. What people can expect when they come out to the grounds? Is Ag Venture still going to be here?

Julie Bass 4:48
Yes. So I think the general public. I don’t expect that they would see any anything different because we’re still going to host all of our open cattle shows here on property. That’s important to keep our international guests. On property, and so that they can still see and expect what they always have in this building, and also when families come, we’re still going to have animals in the barn. It’s still going to be full, and agventure will still sit where it is. I think one of the only differences that I would see in the floor layout is we still plan to host auctions here, so all of our junior market auctions will take place in this building since we will no longer be utilizing the sales pavilion at the arena.

Danielle Grossman 5:27
Yeah, I was going to ask about auctions. That’s a huge part of what we do. People get so excited for it. Our exhibitors work year-round to hopefully go to auction, right? So, how is that going to look different? Because it normally was in the sales pavilion in the arena, correct? So, how is that going to change being here in Reliance Center.

Julie Bass 5:42
That’s right, and so one of the things too, to just to clarify, there is a sales pavilion that is on the 288 campus. We plan to use that for a junior commercial steer. Also, the all breed sales will take place in there, and then that’s a flex space that we can use for other things throughout the year as well. But those are the auctions that we intend to see happen during our 20-day event. When it comes to the junior market auctions, which is what we the culmination of our our shows, we intend to set up a space here in Reliance Center and host those as we would in the sales pavilion. It’ll just be a different setup that will happen on the west end of the building is the plan for now.

Danielle Grossman 6:22
Okay, great. So, Chris, I have to ask you. You know, your world is agriculture, livestock, rodeo, all things rodeo. What have you heard from exhibitors, from families, from parents about the experience they’re going to soon have at this new facility? It has to be life changing for them. I mean, obviously, the guest experience is going to be better, but you know, do you think it’s going to increase the want to come and show and raise animals for folks because we have this new incredible facility?

Chris Boleman 6:49
Absolutely, and it’s not just the want to. I think we’ll be able to offer unique experiences that we can’t do now just because of space and time limitations. You know, the advantage out here is it is for year-round activation, but even during showtime, we’re able to spread some things out and offer what we hope we can offer exhibitors more experience, more time in the ring, those types of things. Remember, for an exhibitor right now, they’re they’re coming out to 288. They may be out there 18, 24 hours before they even get here to unload, and then they have to go back to 288 to park a trailer, and so while we’re creating the best experience possible for them here, this will take it to a whole new level. And so the only criticism I’ve heard about this is I’ve had a friend of mine say, “My my daughter graduates in 2028. Can I hold her back so she can show there in 2029? Because I think everybody recognizes just how big of a project this is, and and what a commitment it is to these exhibitors, and so I think everybody’s excited. I still think it’s it’s a little bit of a blank canvas. We have some things colored in, but I still think we’re not sure exactly what all those opportunities could be, and that’s a partnership I think Julie and her team have to have with ag teachers and county agents to make sure during showtime we’re providing the best experience possible, but it’s going to take it to a whole new level from a world-class exhibitor experience here. So that’s what I’m most excited about. Always add this into, and Julie knows this, just from a traditional point of view. You know, I grew up taking barrows to Brenham for sift before you came here, before there was an NRG center, now Reliance Center, and so knowing that we’ve come from there and sifting lambs and goats and poultry out at Fort Bend to this type of facility. It really is the next chapter of the Houston Livestock Show and Rodeo.

Danielle Grossman 8:31
And you mentioned blank canvas. So how exactly did you decide what was moving, what was staying? You know, not the arena itself, right? The horse show we know is moving, but those livestock events and other things that are going to be now taking place at the 288 property was there a decision process? How long did that take, and who was involved?

Julie Bass 8:49
Well, you just look at we started with where do we see the greatest pain points and congestion, and then what makes sense in the schedule, and then we’ve worked with our volunteer hierarchy to kind of help us determine what’s what how they fit in the picture and how they’re going to help us move in, and also just how does this lay out with with the change in in auctions and not having our sales pillion at Reliant Arena any longer? All of those pieces of the puzzle have to fit together to to determine what happens, and we’ve been in partner with our volunteer hierarchy to help us determine how that should go. And we’re still doing that. Next week we’ll meet and put together an overlay, and we want to start with day one and get to the last day of show and just determine how all that fits, how committees work together, where they’re going to park, all of those things that that we’re still fleshing out that’s important to have their their say because they know their business better than anybody when it comes to logistics and and moving exhibitors in and so that’s kind of how we’ve just determined what’s going to be the best fit for now and what we have on paper

Danielle Grossman 9:56
so it’s possible things might change things might move we’ll see how things. Work and obviously this rodeo, this show is going to be a really pivotal moment because you’re going to take a deeper look at what’s working and what we need to move. And I know we have two years, so a lot can change in two years, and there’s a lot of planning to be had. Let’s talk about the equine facility that we’re going to have. We know that here in Texas, horseback horse competitions are very popular. This is a facility that is going to change things for those folks competing in horse competitions. Talk about what it means to have an air-conditioned facility of this size for those folks coming to compete in horse competitions.

Julie Bass 10:37
Right. Yeah. As a horse exhibitor, I I don’t I can’t think of any in the state of Texas that is going to compare to this complex and just the warm-ups arenas we have an outdoor warm-up space we have indoor warm-up space and all of this can be configured in any any kind of way and so I think it’s going to be a place that people want to come also there’s RV spots so you’ll be able to park right next to the building and work out of your trailer and stay overnight. These are huge in the horse industry to to be able to have those accommodations.

Danielle Grossman 11:11
I don’t think folks realize who maybe just come with their family once a year to the rodeo all of the logistics and what these people do to compete and take part in the Houston Livestock Show and Rodeo, you know, coming camping out. So talk about those hookups and the trailers and what we’re going to be able to provide to these folks, not just the facility itself, but all of the other accommodations. Chris,

Chris Boleman 11:32
yeah, I think you just said it. It is all these accommodations, and it’s it’s more turnkey and it’s on site, and that’s the challenge we have here is just moving people back and forth, but I can’t understate what Julie mentioned about this horse facility, particularly the horse arena, which I think is five to 6000 seats, depending on the layout, and just the quality of that experience in itself. But again, adding the RVs there, being able to be on site with your horses, with your livestock, whatever the case may be, it just makes it more meaningful for everybody, and it’s something that as we have grown as a show, in order to make things fit, we’ve had to spread things out, and that’s that’s good for us from a growth standpoint. But it does put some pressure on the exhibitors. I’ll use another example too. That as we were talking about just schedules, right now our barrows come in in two different waves. That puts a lot of pressure on agents and ag teachers and parents to get them here and then have to go back for their second child to bring the other barrel because it’s in the second wave. Same thing on steers. And so by by building this facility, hopefully we can alleviate some of those pressure points too and spread it out again so the experience is better for those guys.

Danielle Grossman 12:37
Yeah, it’s just going to be incredible. I think we’re all very excited to see it come to fruition. It’s going to be here before we know it. You know, we’ve been planning for a very long time, and a lot of folks that do come to rodeo are probably asking, “What else is going to be at this new agricultural complex? Is there going to be a wine garden? Okay, is there going to be a place to hang out? Okay, Chris, what else can we expect over there? Obviously, things are still in the works, and we’re working through it. But let’s talk about what could be during our 20-day event.

Chris Boleman 13:03
Well, it’s critically important that we create a second campus that has a unique experience, and so that is what we are working on. What are those other activations? I think commercial exhibitors there’ll be a key there. I think there’s going to be some entertainment type things too that we can demonstrate. Is it is there going to be a wine garden. I do think that’s a part of the plans as we think about creating that experience out there. So that if you want that experience, you can stay there. If you want to come here, you can have that. And so again, as we’re working through all these different scenarios, it’s got to be more than just the opportunity to to exhibit. We want it to be a place where people feel welcome. There’s things to do. There’s activations there, and certainly that’s a part of our steps as we lead into 2029.

Danielle Grossman 13:48
So, if people come and they purchase a ticket to the rodeo, will they be able to go visit both sites? What does that look like for guests?

Chris Boleman 13:55
Yes, a day pass or a stadium pass or a stadium ticket will get you into the grounds on both spots. That’s not the problem at all. So, matter of fact, we want people to go visit both, and a lot of the work behind the scenes is really about transportation, working with the appropriate committees so that we that people can go back and forth. That’s a big piece of what what we need to work on from 2029. I can say we’re already parking five to 6000, I think, cars out there a day and bringing people over to the grounds right now. So, but it’ll have to be more than that. There’s going to be have to be some back and forth. But absolutely, if families want to get here early, want to go check out the horse show, want to go see the exhibitors, whatever is being exhibited out there, and then come here that afternoon, that’s going to be in play for sure, and vice versa. Yeah,

Danielle Grossman 14:38
I mean it’s so close. It’s only two and a half, three miles away, hop, skip, and a jump, as we say, and people are already out there. So, I think that folks are just going to get used to going to the second campus, experiencing experiencing something different. So, it’s going to be great for them. I’m going to ask you one last question before we go to our rapid fire. So, what are you most excited? Oh. Yeah. Oh, yeah.

Chris Boleman 15:01
All right. I’m ready.

Danielle Grossman 15:02
Let’s do it. So, what is the one single thing you’re most excited about people experiencing at this new complex?

Julie Bass 15:09
I think one of the things that we haven’t talked about is what can this mean year round, and I’m really excited to just go through an opportunity building experience. We’ve got some partners that we’re talking with in the ag industry of how can we program this year-round to keep an educational component for people throughout the year, and what could that look like? So I’m I’m really excited to to dig into that and then and have an offering for folks during the year as well, including students that we already see for school tours and field trips, like those are just some ideas.

Danielle Grossman 15:45
I know. I want my kids to learn all things off season because when they when I say mommy’s going to the rodeo in the off season, they’re like, “Can we go in the carnival? And I’m like, “No, not in the off season. So they think every time I go to work, I’m going to the Rodeo!

Julie Bass 15:56
yeah. They expect to see a Ferris wheel.

Danielle Grossman 15:58
Exactly. So we’re all ready for it. All right, Chris. Same question for you.

Chris Boleman 16:01
Yeah, I think it’s more of just kind of observing the family experience for those of us that grew up showing. It really is a family experience, and so knowing that this facility’s here, hopefully it won’t be as it could be a bit more relaxed because you’re not rushing back and forth to get trailers parked and all that. And so it’s more of just embracing the moment. That’s kind of what I’m looking forward to. Look, we know these exhibitors work all year round to come to our show, and so seeing them in this new facility, after all the time and resources that we’ve put in to making sure it’s the experience we want them to have, is just something I’m just-I can’t wait, super anxious, just to sit back and see it.

Danielle Grossman 16:38
I know. I think we’re all really proud to work at this incredible organization. Not only do we give 30 million dollars a year to education and students, but we’re providing this world-class facility that’s going to prepare us for generations. And I think everyone’s very excited about it.

Julie Bass 16:51
Yeah, what a what a time to be a part of this.

Danielle Grossman 16:53
I know. I just feel we feel very lucky.

Julie Bass 16:55
Very fortunate.

Chris Boleman 16:56
We’ve said a lot about the next chapters coming, and now we’re in it.

Danielle Grossman 16:59
We’re in it.

Chris Boleman 16:59
,and it’s pretty cool. We’re getting all of us, and as as Julie mentioned, I mean this has been a labor of love for almost a decade. Thinking it through with so many committees, so many leadership officers, executive committee. I mean the time and effort that’s been put into this is it’s just wonderful. It’s crazy.

Danielle Grossman 17:17
Awesome. Alright, ready for some fun, guys? Alright. First question. This is for Julie, of course. What do you listen to on your commute?

Julie Bass 17:26
I listen to Brett McCabe podcast. He’s a sports psychologist. I think it kind of helps throughout. Shocking, but I I live in a house full of athletes, and it’s just it’s it’s good to to hear, no matter what facet of life that you want to stick it into. I mean, it’s it’s appropriate for for everything. But yeah, that’s kind of my latest podcast listen.

Danielle Grossman 17:53
And now this podcast, right?

Julie Bass 17:54
And now this one.

Chris Boleman 17:55
Of course, this one!

Danielle Grossman 17:56
On repeat, right? Okay, this is for both of you. Rodeo sweet treat. I know that you’re you you take health very seriously, Chris. If you did have a sweet treat, what would it be?

Chris Boleman 18:06
It’s usually a big slice of pepperoni pizza.

Danielle Grossman 18:08
That’s not a sweet treat.

Chris Boleman 18:10
Oh, a sweet treat. I’m just thinking. I’m just thinking of a treat. Gosh,

Danielle Grossman 18:15
I do like pizza though, by the way.

Chris Boleman 18:16
Yeah, yeah, sweet treat. Man, you go. I got a

Julie Bass 18:20
mini apple pie,

Danielle Grossman 18:21
it’s so good, so good.

Julie Bass 18:23
Yeah, with this cinnamon ice cream.

Danielle Grossman 18:25
Ice cream.

Chris Boleman 18:26
Yeah, I usually will have a bite of cobbler if Randy has it or something, but I don’t really eat them.

Danielle Grossman 18:31
You’re not a sweet person.

Chris Boleman 18:32
I am, but I just don’t do it during showtime. I mean, my favorite thing in the world is a chocolate chip cookie, but I’m thinking like rodeo fare,

Danielle Grossman 18:39
like fried.

Chris Boleman 18:41
I don’t eat fried Oreos. Yeah, that they don’t like me.

Danielle Grossman 18:45
I agree. They don’t think I don’t think many people, you know, feel good after that. All right, ready. Next one. Describe your style in one word.

Julie Bass 18:55
Gritty.

Danielle Grossman 18:56
Ooh, I like it, Julie. What about you?

Chris Boleman 18:58
Energy.

Danielle Grossman 18:59
Okay. That works well.

Chris Boleman 19:02
Well, you you said you liked hers.

Danielle Grossman 19:06
I like yours better. Okay, what never fails to make you laugh?

Julie Bass 19:13
Slapstick comedy.

Danielle Grossman 19:18
Chris Boleman’s one-liners.

Chris Boleman 19:19
Yeah, yeah, that’s right, for sure. Never fails to make me laugh, man. Gosh,

Julie Bass 19:26
If somebody falls, it’s funny to me.

Danielle Grossman 19:32
You fall and then you feel bad.

Chris Boleman 19:33
Yeah,

Danielle Grossman 19:34
it’s okay. Think about it, Chris.

Chris Boleman 19:35
Okay, got it. I’m not doing very well with the rapid fire.

Danielle Grossman 19:38
I know it’s okay. Yeah. Do you have pets, and if so, what kind?

Julie Bass 19:41
Pets.

Danielle Grossman 19:42
Yeah.

Julie Bass 19:43
I have two dogs and two cats. One recently has given birth to six kittens. Surprise!

Danielle Grossman 19:50
Who wants kittens?

Julie Bass 19:51
I can bring them immediately. And then, of course, we have cattle, and I have a horse and a market goat ready for our local county fair.

Danielle Grossman 20:00
Wow, lots of animals. I love it.

Chris Boleman 20:03
Two cats, one ferret. But what always makes me laugh is Atticus every morning when it’s actually time for me to get up. Is when he comes and wants to sit in my lap, and I’m like, dude, you could have done this.

Danielle Grossman 20:12
Always, but that’s what they do.

Chris Boleman 20:13
Yeah, that’s Atticus. Yeah, he does that all the time, and so it makes me laugh every morning.

Danielle Grossman 20:16
I just love that you ferrets. I love that you have ferrets. I think it’s the coolest thing.

Chris Boleman 20:19
Yeah, Gatlin’s the best.

Danielle Grossman 20:20
They’re super cute.

Julie Bass 20:20
Just the one?

Chris Boleman 20:21
They’re down to one little Gatlin. Yeah.

Danielle Grossman 20:23
Maybe it’s time for another or cat. Julie’s cat.

Chris Boleman 20:25
We do not need more cats.

Danielle Grossman 20:27
Okay. Maybe not a cat.

Chris Boleman 20:28
That’s not. That’s not going to happen.

Danielle Grossman 20:29
Okay. Last question. What are you most looking forward to this year’s show?

Julie Bass 20:34
In the 2027 show.

Danielle Grossman 20:35
Yep.

Julie Bass 20:37
Um. I’m looking forward to I. And this is general every year. I look forward to those moments that we see in the livestock barn where you see families come together and celebrate. One of most recently, I had seen a family. It was in the the breeding guilt show, and I watched the daughter and the dad hug each other, and then I was standing there next to a superintendent and then a volunteer, and we all just kind of looked at each other. And so when you have those moments come together with people that helped execute the moment, I wish I could bottle those up. And I kind of wait for those to happen during the show every year.

Danielle Grossman 21:17
It kind of makes you realize, like, okay, this is why I do what I do.

Julie Bass 21:20
Yes!

Danielle Grossman 21:20
it’s awesome.

Chris Boleman 21:21
I think internally, I just like day. I like day one because we started, and you know, the longer you’re in these roles, because you watch these chairmen and you watch these officers, and they you know they roll every third year, and so you know it’s their time, and we know partnering with the professional team how much time and effort you get there, and and also if you’ve been here long enough too, at some point you just like just start day one, right? And so every every year watching day one start, knowing it’s new for somebody, even that’s working, that’s been out here forever, but they’re in a different role. I just love I love that. And then my favorite event is always the Grand Champion Steer Night. It’s just it brings a lot to. It’s a family moment for for us, and I I know that that that’s like the last big junior, but livestock project, and it kind of leads into the weekend with the steer auction and agmech, and you know you you just know you’re you’re ending strong. It’s always a great moment.

Danielle Grossman 22:16
Oh, I’m excited. I feel like we just ended, but I also feel like it’s about to start again. Yeah, funny how that works.

Julie Bass 22:21
We’re close.

Danielle Grossman 22:22
We’re very close. Thank y’all so much for being here. This was incredible. It was awesome. Yes, and so hopefully everyone listens, learns a little bit about what they can expect in the next two years because we have a lot in the horizon. It’s going to be awesome.

Chris Boleman 22:34
Yeah, and I think people should ask us questions so that we’re thinking about the right things. There’s so many different questions that, particularly with a new facility, and so we welcome that.

Danielle Grossman 22:42
Yes, and please comment. We want to hear all the comments and the questions from folks, so we can answer them on this podcast throughout the next six to eight months, leading up to our 2027.

Julie Bass 22:51
Absolutely, i’m sure that there will be more questions about what and where and what moves and how. And we, I’d love to be able to answer those as they as people think of them.

Danielle Grossman 23:00
Of course. All right. We’ll see y’all next week.

Chris Boleman 23:02
Let’s do it. Thank you.

Julie Bass 23:04
Thank you.