Cowtown Coliseum
Cowtown Coliseum
Once a major mecca for the buying and trading of livestock, the Fort Worth Stockyards continues to captivate more than 10 million guests from across the country and globe each year with an authentic old west experience.
But the historic Stockyards is more than a tourist attraction. The district’s current collection of entertainment, restaurants, and retail are an embodiment of a dense Western heritage that new partnerships are helping to preserve.
Fast-forward from the area’s status as an important shipping point for cattle around the mid-19th century, and right now, the Stockyards is in the midst of a rustic renaissance.
At the helm of the first phase of the $175 million redevelopment plan has been Stockyards Heritage Development Company, a partnership between Majestic Realty Company and The Hickman Companies. Together, the long-vacated mule barns have been gutted, restored, and repurposed into a 180,000-square-foot entertainment promenade with a sundry of spaces for dining, retail, and more to make up Mule Alley.
Earlier in July, the American Paint Horse Association (APHA) announced a partnership with the team behind Mule Alley "to develop new and exciting public events, provide growth and opportunity within the national and international equine industry, and to promote and preserve Fort Worth’s exceptional Western heritage and contemporary cowboy culture," according to a news release.
APHA, which executive director Billy Smith describes as something similar to a kennel club for paint horses, had been in business in Fort Worth for almost 60 years before relocating its office to the Stockyards in February 2020. Starting out as a tenant, APHA saw the potential that a partnership with the developers could bring to both its business and the purpose of the heritage project.
“[The partnership] fits in with our vision of being able to carry on the cowboy culture in Fort Worth,” Smith says. “Everything we do down here and that we will do is going to shine a light on cowboys, cowgirls, and vaqueros who all ride paint horses routinely.”
APHA sanctions around 1,000 events annually worldwide in addition to hosting a series of events itself in the Stockyards. Perhaps APHA’s most significant, Smith says, is its Gathering series.
The staggering success of the Cowgirl Gathering launched last year led APHA to instate the Reunion de Vaquero that will take place in mid-October to pay homage to those believed to be the foundation for the North American cowboy who once called the Stockyards home.
All equestrian events presented by APHA take place in Cowtown Coliseum, which is arguably becoming the epicenter of the Stockyards.
“People love to be able to compete in the Coliseum because of its heritage and history,” Smith says. “Our objective is to create a cultural experience. You’ll know long before you get into the arena that you’re in a quintessential environment — you’ll be able to see it, hear it, and feel it.”
APHA’s partnership comes shortly after the announcement of another joint venture between Stockyards Heritage Development Co., Professional Bull Riders (PBR), and ASM Global — a Los Angeles-based venue and event management company — to exclusively manage Cowtown Coliseum. By banding together, the goal is to expand entertainment programming and grow the historic district into a global tourist destination.
“The partnership between Majestic, The Hickman Companies, Stockyards Heritage Development Co., the PBR, and our company is an exciting type of partnership that doesn’t happen often enough,” ASM Global chairman Bob Newman says. “We’re really optimistic that in playing to the resources of these three great entities, we will see major success in the Stockyards district.”
PBR has been a long-time entertainment ally for the Stockyards, having held its first premier series event at the Coliseum in 1993. Now, by bringing in ASM Global’s unique level of expertise, PBR plans to not only produce dozens of Western sports events, such as bull riding, but additional events across all genres of music and live entertainment.
Preluding future programming, the first event held at the Coliseum under the new management was the PBR Stockyards Showcase on June 4. The showcase also happened to herald the bullfighting extravaganza Bulls Gone Wild, one of the new concepts PBR and ASM are excited to share with the guests.
“We’ll continue to explore new concepts and opportunities to entertain people that revolve around the western lifestyle,” PBR CEO and commissioner Sean Gleason says.
PBR and ASM have yet to reveal upcoming events, but Newman says that he hopes to share more later this summer.
Upcoming Events
APHA’s Bustin Out The Barrels barrel racing
When: Aug. 15
Where: Cowtown Coliseum
As perhaps one of the most iconic events at a rodeo, APHA invites families to attend what will be an exhilarating day of high-speed barrel racing.
APHA Reunion de Vaquero
When: Oct. 8 – 10
Where: Cowtown Coliseum
Working with Hispanic Chamber of Commerce, APHA is eager to share a Stockyards celebration and pay homage to the Vaquero heritage.
APHA Cowgirl Gathering
When: Nov. 12 – 14
Where: Cowtown Coliseum
A weekend-long showcase of the spirit of the American cowgirl with demonstrations of breakaway roping, team roping, and barrel racing alongside spotlighting female speakers, a Western fashion show, and more.
