2024 Study Highlights Impact of Houston’s Most Iconic Event
The 2024 Houston Livestock Show and Rodeo made a remarkable contribution to the local economy, generating a total economic impact of $326 million and total economic activity worth $597 million in the Greater Houston area. These impressive figures come from the Rodeo’s 2024 Economic Impact Study, conducted by Economics Analytics Consulting, LLC.
The study quantifies the economic impact and associated activities of the 2024 Rodeo in Greater Houston. It details direct spending, highlights the number of jobs supported within the region, and projects the anticipated tax revenue increase stemming from Rodeo-related expenditures. This comprehensive analysis also highlights the significant economic contributions and the broader fiscal implications for the local economy.
“There are a variety of large events hosted across the country that generate hundreds of millions of dollars in economic impact, but those events are not often annual events hosted in the same city,” said Chris Johnson, principal of Economics Analytics Consulting, LLC. “These figures associated with the Houston Livestock Show and Rodeo are particularly impressive, underscoring that this beloved Houston tradition not only captivates the community but also provides a substantial and consistent boost to the local economy year after year.”
Economic impact measures the economic effects of new spending in Greater Houston generated by visitors attending the 2024 Rodeo. HLSR saw a 43% increase in economic impact from 2019 to 2024. The economic activity provides a measure of the full economic power of the Rodeo by quantifying the total spending in Greater Houston generated by everyone who attends. The Rodeo generated almost $600 million in economic activity based upon direct spending of $348 million. HLSR saw an increase of 53% in economic activity from 2019 to 2024.
Key Findings:
Economic Impact:
- Total economic impact: $326 million
- Direct spending: $179 million
- Includes hotels, food and beverages, entertainment, shopping and merchandise, horses and livestock, farm and ranch equipment, ground transportation and event spending
- Total fiscal impact: $18 million
- Direct fiscal contribution: $15 million
- Direct jobs: 3,538
- Total jobs supported in Greater Houston: 5,694
Economic Activity:
- Total economic activity: $597 million
- Direct spending: $348 million
- Total fiscal activity: $29 million
- Direct fiscal contribution: $24 million
- Direct jobs: 3,538
- Total jobs supported in Greater Houston: 7,276
“The extensive range of livestock and horse show competitions, coupled with diverse activities and events, attract exhibitors and attendees from across Texas and around the globe. In 2024, the event welcomed participants from 75 countries, a remarkable achievement. The world’s largest livestock show and rodeo undoubtedly earns its reputation as one of Houston’s marquee events,” Johnson explained.
The 2024 Houston Livestock Show and Rodeo saw more than 2.5 million attendees during the 23-day event held at NRG Park from February 27 through March 17, 2024. The Rodeo is the world’s largest entertainment and livestock exhibition and a signature event for the City of Houston and Harris County. There were more than one million unique attendees at the Rodeo, with 28 percent from outside Greater Houston,
“Firmly established as a pillar of the Houston community, supported by over 35,000 dedicated volunteers, we take pride in promoting agriculture, providing world-class entertainment, and educating the public through our family-friendly event. Additionally, our annual commitment of over $27 million to support youth and education is a testament to our mission,” explained Chris Boleman, president and CEO of the Rodeo. “We are not only proud of the significant economic boost we provide to the local economy each year but also deeply grateful to the community, whose steadfast support ensures our event’s continued success and vibrancy.”
The Economic Impact Study focuses exclusively on the impacts generated by the World’s Championship Bar-B-Que Contest, presented by Cotton Holdings and the Houston Livestock Show and Rodeo. The study does not include data from events preceding the WCBBQ Contest, such as the Rodeo Run presented by ConocoPhillips, the downtown Rodeo Parade, or HLSR’s signature Rodeo Uncorked! Roundup & Best Bites Competition, trail rides, HLSR galas, and numerous committee events held year-round. The WCBBQ Contest and the 20-day Houston Livestock Show and Rodeo are the primary ticketed events for which attendance is tracked and reported. To the extent the other pre-Rodeo events attracted visitors to Greater Houston, their impact is not included in the analysis.
Click here to view the full 2024 Economic Impact Study.
About Economic Analytics Consulting, LLC
Economic Analytics Consulting, LLC is an independent consulting firm based in Houston that provides clients with economic, financial and valuation services for various business purposes. Clients rely on Economic Analytics Consulting, LLC for solutions to complex economic problems and for analysis and advice in various situations.
About the Houston Livestock Show and Rodeo
The Houston Livestock Show and Rodeo promotes agriculture by hosting an annual, family-friendly experience that educates and entertains the public, supports Texas youth, showcases Western heritage, and provides year-round educational support within the community. Since its beginning in 1932, the Rodeo has committed more than $600 million to the youth of Texas and education. The 2025 Rodeo is scheduled for March 4 – 23. The 2025 World’s Championship Bar-B-Que Contest, presented by Cotton Holdings, is scheduled for Feb. 27 – March 1. For more information, visit rodeohouston.com and follow @RODEOHOUSTON online via Facebook, X (Twitter), Instagram and YouTube for all the latest news.