Tucson Rodeo Supports $22 Million in Annual Economic Activity

BizTUCSONOctober 26, 2026

2 minutes read

For more than a century, La Fiesta de los Vaqueros has been a cornerstone of Tucson’s cultural identity. Now, a new independent economic impact study confirms that the Tucson Rodeo’s contributions extend far beyond the arena, generating an estimated $22 million in annual economic activity, supporting 195 jobs, and producing $1.9 million in state and local tax revenue.

Conducted by Rounds Consulting Group, Inc., the study also estimates $7.9 million in annual labor income, demonstrating the rodeo’s role in supporting local businesses, workers, and the broader Southern Arizona economy.

In 2026, La Fiesta de los Vaqueros welcomed more than 51,600 people across six performance days in 2026, with nearly 45% traveling from outside Arizona. Along with 777 professional athletes from 36 states and four countries, these visitors spent an estimated $10.2 million at Tucson hotels, restaurants, retailers and other local businesses. Every $1.00 of direct rodeo-related activity supports roughly $0.69 in additional economic activity elsewhere in the regional economy.

“For more than 100 years, the rodeo has been part of the fabric of our community,” said Mark Baird, chair of the Tucson Rodeo Committee. “This study puts real numbers behind something we’ve always known to be true. The rodeo is more than a Western tradition, it’s an economic driver that brings visitors to Tucson, supports local businesses, and generates revenue that benefits our entire community.”

The rodeo’s economic contributions also translate into significant tax revenue for state and local governments. According to the study, rodeo-related activity generates approximately $1.9 million in annual tax revenue, including more than $670,000 for the City of Tucson.

While the economic figures demonstrate the rodeo’s financial contributions, its investment in Southern Arizona extends well beyond tourism and commerce.

During the 2025–26 fiscal year, the Tucson Rodeo contributed more than $250,000 to local nonprofits, schools, and youth programs, in addition to supporting a University of Arizona endowed scholarship valued at approximately $65,000.

Through educational outreach, charitable giving, youth competition, and the dedication of hundreds of volunteers, the rodeo continues to preserve Western traditions while investing in the next generation.

“What makes us especially proud is that the rodeo’s impact doesn’t end when the last cowboy leaves the arena,” said Baird. “Through charitable giving, youth programs, educational opportunities, and hundreds of dedicated volunteers, we’re investing in the community that has supported this tradition for generations. That’s a legacy we’re committed to carrying forward.”

As the Tucson Rodeo prepares for its 2027 season, the organization remains committed to preserving the authentic Western traditions that have defined La Fiesta de los Vaqueros since 1925, while continuing to contribute to the economic vitality and cultural heritage of Southern Arizona.