RodeoHouston Creates Economic Value of Nearly $600 Million in 2024

The Greater Houston area is better off because of the rodeo, and the numbers show it

RH Economic Impact .jpeg

The 2024 Houston Livestock Show and Rodeo has delivered a substantial boost to the local economy, with an economic impact of $326 million and generating $597 million in economic activity in the Greater Houston area. These findings come from the Rodeo’s 2024 Economic Impact Study by Economics Analytics Consulting, LLC.

The study details the direct spending, job creation, and tax revenue generated by the Rodeo. Direct spending reached $179 million, covering expenses on hotels, food, entertainment, and more. The event supported 5,694 jobs in Greater Houston, with direct employment numbering 3,538.

“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,” Chris Johnson, principal of Economics Analytics Consulting, LLC said. “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.”

In 2024, the Rodeo attracted more than 2.5 million attendees over 23 days at NRG Park, including participants from 75 countries. The event is a cornerstone of Houston’s cultural and economic landscape, supported by over 35,000 volunteers. Chris Boleman, president and CEO of the Rodeo, emphasized their commitment to promoting agriculture, providing entertainment, and supporting youth and education with an annual investment of over $27 million.

The study focused on the World’s Championship Bar-B-Que Contest and the Houston Livestock Show and Rodeo, excluding other pre-rodeo events.