The Houston Livestock Show and Rodeo today announced the creation of a new C-level leadership position, Chief Operating Officer and General Manager, and named Amber Burda to the role. The newly established position will unify strategic direction across the annual Show, aligning mission-driven programming, revenue strategy, event execution, family-friendly standards and long-term planning to deliver a seamless, world-class experience year after year.
In this expanded role, Burda will oversee several key divisions tied to the annual Show experience, including Mission, Show Operations, Ticketing, Sponsorship, stadium presentation for rodeo and entertainment, and the Carnival, presented by First Community. Her focus will be on driving cross-departmental coordination, enhancing operational efficiency and ensuring safe, welcoming experiences for families while aligning pricing and revenue strategies with the Rodeo’s mission, heritage and vision for the future.
“As the Houston Livestock Show and Rodeo continues to expand its impact, it is essential that our leadership structure reflects both the complexity of our annual event and the transformational opportunities ahead,” said Chris Boleman, president and CEO of the Houston Livestock Show and Rodeo. “Amber has a proven ability to bring people, partners, volunteers and departments together around a shared goal. Her experience across sponsorship, ticketing, business development and large-scale event operations makes her uniquely prepared to help lead the Show into its next chapter.”
The new role comes at a pivotal time for the organization as it advances major initiatives, including the development of a new agricultural complex located on Highway 288. Burda will work closely with Boleman, the Chairman of the Board, the Executive Committee, and the Chief Strategic Officer to ensure future development across Reliant Park supports the strategic direction of the annual Show while enhancing the experience for volunteers, staff, partners, sponsors, exhibitors and guests.
Burda joined the Houston Livestock Show and Rodeo in 2017 as Executive Director of Sponsorships, Business and Corporate Development, where she led the creation, negotiation and execution of official Rodeo sponsorships. In 2023, she was promoted to Chief Revenue Officer, overseeing ticketing, corporate and business partnerships, and official sponsors while helping guide revenue growth strategies across stadium seating, grounds admissions, sponsorship sales, Carnival, and new business opportunities.
Her career has been rooted in event operations, hospitality, and partnership development. After earning a degree in hospitality administration from Stephen F. Austin State University, Burda began her career at Reliant Park with SMG, now Legends Global, in event services and coordination. She later spent more than six years with Mattress Firm, managing and growing relationships across hundreds of events nationwide before returning to the fair, rodeo and event industry through her leadership role with the Houston Livestock Show and Rodeo.
“This organization is built on tradition, volunteers, agriculture, education and community,” said Burda. “I am honored to help align the teams and departments that bring the Show to life each year, ensuring we continue to deliver an exceptional annual experience while protecting the heritage that makes the Houston Livestock Show and Rodeo unlike any other event in the world. As we look ahead, that same focus will guide how we approach new facilities, expanded opportunities and future initiatives that further serve our mission.”
Burda has earned widespread recognition, including honors as a Houston Business Journal Women Who Mean Business honoree, a Houston Business Journal 40 Under 40 honoree and a recipient of Stephen F. Austin State University Outstanding Young Alumni Award. She is also actively serving in leadership roles with industry organizations including the Sponsorship Marketing Association and the International Association of Fairs and Expositions.
The addition of the Chief Operating Officer and General Manager position reflects the Rodeo’s continued investment in leadership, operational excellence and long-term planning, positioning the organization to grow, innovate and continue delivering on a mission that has shaped Texas for nearly a century. From supporting the next generation of Texas youth through scholarships and educational opportunities, to celebrating Western heritage and championing the future of agriculture, the Rodeo remains committed to creating meaningful impact for families, exhibitors and community across the state for generations to come.