PBR, ASM Global and Stockyards Heritage Development Co. Form Unique Joint Venture to Expand Entertainment In Historic Fort Worth Stockyards


Cowboys at PBR in Arlington
Cowboys through the Arlington Final Cowboy Standing PBR twenty fifth Anniversary Unleash the Beast. Picture by Andy Watson

Multi-year alliance to broaden programming and model partnerships for the enduring Western sports activities and leisure venue and surrounding historic district

FORT WORTH, Tex. (June 3, 2021) – The PBR (Skilled Bull Riders), ASM International and Stockyards Heritage Improvement Co. right now introduced their new three way partnership to function the historic Cowtown Coliseum and to broaden leisure programming and advertising and marketing partnerships inside the Nationwide Historic District.


Via this landmark partnership, PBR, ASM International and Stockyards Heritage Improvement Co, a partnership between Majestic Realty Co. and The Hickman Corporations, will completely handle and promote Cowtown Coliseum and parts of the encompassing historic District, together with occasion programming, sponsorship alternatives, venue leases, operations, advertising and marketing and enhanced visitor expertise initiatives.


As well as, PBR will produce dozens of western sports activities occasions at Cowtown Coliseum yearly, in addition to live shows, stay leisure and different western life-style content material. This programming can even be broadcast on PBR’s varied media distribution channels. Collaborating with ASM and Stockyards Heritage Improvement Co., PBR will lead sponsorship gross sales and model activations for the venue and surrounding District. ASM International – the world’s main producer of leisure experiences – will oversee each day operations of Cowtown Coliseum, programming of non-PBR occasions, and the event of distinctive VIP experiences. Stockyards Heritage Improvement Co. will activate their actual property and property within the Fort Value Stockyards to create an unparalleled occasion and leisure vacation spot.

Purpose: Make Fort Value Stockyards International Epicenter For Western Life-style

A objective of the partnership is to make the Fort Value Stockyards a world epicenter for the western life-style, rising the customer depend to seven million guests yearly. The Stockyards at present attracts greater than 4.7 million guests a 12 months.


“I’m honored to see these visionary companions, Stockyards Heritage Improvement Co., PBR and ASM International, coming collectively to take the funding within the Stockyards to the following degree, constructing for the long run in a manner that also retains true to our proud western roots. This announcement and partnership is implausible information for Fort Value, each for the individuals who grasp their hat right here and those who will go to and expertise our distinctive model. As the town of cowboys and tradition, there is no such thing as a higher house for this enterprise than Fort Value” mentioned Mayor Betsy Value.


“Because the world’s main promoter, occasion and broadcast producer of western sports activities, PBR is honored to companion with ASM International and Stockyards Heritage Improvement Co. to broaden the leisure choices within the already vibrant Cowtown Coliseum and surrounding District as a world vacationer vacation spot,” mentioned Sean Gleason, PBR Commissioner and CEO. “This partnership provides to PBR’s content material and media technique by offering one other nice platform to deliver western sports activities and life-style content material to a broader viewers by way of our media distribution channels.”

Prospects of Growth Are Just about Limitless

“As ASM International focuses on creating distinctive and priceless experiences for our clients, we’re very enthusiastic about forging this first-of-its type challenge by way of a dream-team partnership in Fort Value,” mentioned Bob Newman, Chairman of ASM International. “The Stockyards are actually a one-of-a-kind worldwide western vacation spot. By combining a wealthy historic previous dedicated to western heritage, new investments in cutting-edge experiences, and compelling new programming being developed, the chances increasing the District are just about limitless.”


PBR has loved a longstanding and profitable relationship with ASM International. Greater than half of PBR occasions in its premier sequence are held at ASM venues.


“We’re proud to broaden on the partnership we’ve got with the Metropolis of Fort Value and Tarrant County on our ongoing developments within the Stockyards to now embody PBR and ASM as administration, branding and content material companions for Cowtown Coliseum and our different property within the District,” says Craig Cavileer, managing companion for Stockyards Heritage Improvement Co. “Our funding into the Stockyards consists of over $200 million with Mule Alley and the Resort Drover over the previous three years, and we look ahead to increasing on our imaginative and prescient of elevating and enhancing the customer expertise whereas we pay cautious consideration to the historical past and legacy of the Stockyards. We all know that PBR and ASM share our core values and can make nice companion for us and for the Metropolis of Fort Value”.

PBR Bulls Gone Wild

The primary occasion at Cowtown Coliseum beneath the brand new three way partnership and a harbinger for future western-lifestyle programming to return would be the PBR Stockyards Showcase on June 4.


Along with that includes a bull using cease for the league’s Touring Professional Division, the PBR Stockyards Showcase can even embody the premiere of PBR Bulls Gone Wild, a brand new, specially-formatted bullfighting extravaganza that brings collectively movie star visitor stars, the world’s finest freestyle bullfighters, and recreation present challenges in-front of a stay viewers.

Historical past of Cowtown Coliseum

Opened in 1908, Cowtown Coliseum is without doubt one of the most iconic venues in Western sports activities and leisure.


Along with holding the first-ever indoor rodeo in 1918, Cowtown Coliseum hosted the first-ever PBR premier sequence occasion in 1993.


At current, the venue hosts Stockyards Championship Rodeo almost each Friday and Saturday, having paid out greater than $45 million to the 200,000+ opponents and 240,000+ animal athletes, horses and bulls, which have vied for titles inside Cowtown Coliseum.


A flexible house, the greater than 16,000 sq. foot Cowtown Coliseum, which seats roughly 3,000 folks, together with the up to date VIP Membership and Reserved areas, additionally hosts live shows, household and commerce exhibits, and choose sporting occasions together with the annual semifinals of RFD-The American Rodeo.


Positioned within the coronary heart of Dallas-Fort Value, the fourth-largest metropolitan space in the US, Cowtown Coliseum and the Fort Value Stockyards is without doubt one of the prime customer locations within the state.


The Nationwide Historic District of over 200 acres consists of Mule Alley, Stockyards Heritage $75m adaptive reuse of the historic horse and mule barns together with roughly 180,000 sq. toes of a number of the area’s finest eating places, retail boutiques together with Luchesse, Wrangler, King Ranch, Correct Provide Co., Kimes Ranch, two new restaurant ideas by Tim Love, Provender Corridor and Second Rodeo Brewing Co. opening late 2021, and extra.


Outstanding venues inside the District embody Billy Bob’s Texas, the world’s largest Honky Tonk; the brand new award successful Resort Drover-Autograph Assortment, which additionally consists of The Yard, a country, outside oasis, elegant Occasion Barn, and famend restaurant 97 West; Stockyard Station with 25 eating places and retail retailers; Leddys, The Maverick, Cattlemens Steakhouse, Risckys Steakhouse and BBQ, Stockyards Resort, Shaeffer and Tecovas.


About PBR (Skilled Bull Riders):

PBR is the world’s premier bull using group. Greater than 500 bull riders compete in additional than 200 occasions yearly throughout the televised PBR Unleash The Beast tour (UTB), which options the highest 35 bull riders on this planet; the PBR Pendleton Whisky Velocity Tour (PWVT); the PBR Touring Professional Division (TPD); and the PBR’s worldwide circuits in Australia, Brazil, Canada and Mexico. PBR’s digital property embody RidePass, which is house to Western sports activities. PBR is a subsidiary of IMG, a world chief in sports activities, trend, occasions and media. For extra info, go to PBR.com, or comply with on Fb at Fb.com/PBR, Twitter at Twitter.com/PBR, and YouTube at YouTube.com/PBR.


About ASM International

ASM International is the world’s main producer of stay leisure experiences. The corporate was fashioned by the mixture of AEG Amenities and SMG, world leaders in venue and occasion technique and administration. The corporate’s elite venue community spans 5 continents, with a portfolio of greater than 300 of the world’s most prestigious arenas, stadiums, conference and exhibition facilities, and performing arts venues. From Aberdeen to Anchorage, and Sydney to Stockholm, its venues gasoline stay leisure worldwide. www.asmglobal.com


About Stockyards Heritage Improvement Co.:

Stockyards Heritage Improvement Co. is a partnership between nationally acknowledged developer Majestic Realty Co. and Fort Value’s Hickman Investments. Created with the intention of thoughtfully reimagining the historic Fort Value Stockyards, the corporate is devoted to preserving the Nationwide Historic District legacy whereas elevating it with experiences for locals and guests from overseas. Completed by way of a public/non-public partnership with the Metropolis of Fort Value and Tarrant County, the challenge’s first section, Mule Alley, broke floor within the fall of 2018 to incorporate the renovation of the vacation spot’s historic,108-year-old horse and mule barns right into a road of curated retailers, eating places, retail, workplace areas, and a four-star Autograph Assortment resort and rustic resort, Resort Drover which opened in March 2021. majesticrealty.com, hoteldrover.com, mulealley.com.


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