For the past 68 years, Lone Star Rodeo Company has been a family run business. “My grandfather started the rodeo in 1949. Then my dad ran it for 40 years. Now, my brother, sister and I have taken the reigns,” says Rachel Boyd, general manager of Lone Star Rodeo Company. While tradition remains an important part of the rodeo, promotional strategies have shifted to fit the times: “Being in the business for 68 years, we’ve done well keeping up with the changing landscape of event promotion. My grandfather got the word out through posters and word of mouth. My dad introduced the rodeo to cable advertising and billboards. Today, I focus on social media and digital promotion.”
Their targeted, ever-evolving marketing strategy has helped Lone Star Rodeo attract a diverse, family-oriented audience. “Our demographic includes a wide range of folks, young and old. The rodeo is geared for family entertainment. Women with families tend to be the decision-makers with spending power. When we advertise, that’s who we target.”
After decades in business, Lone Star Rodeo stayed true to their family roots, but wanted to modernize their ticketing to keep up with changing times. With Vendini, they found a flexible, mobile solution to save time and increase advance sales.
