Brian Kendall
Mayor Betsy Price (center) and stakeholders gather to celebrate the partnership of PBR, ASM Global, and Stockyards Heritage Development Co. All three entities will manage Cowtown Coliseum.
It seems like just yesterday locals were waxing poetic over fear of the Fort Worth Stockyards losing the Western vibe that brought it to prominence. But, with the recent additions of Mule Alley and Hotel Drover, the chirps became more muted. Now, with the recent partnership between the Stockyards Heritage Development Co. and PBR (that is, Professional Bull Riders — and yeah, doesn’t get more cowboy than that), we can finally put a nail in the “Stockyards lookin’ like Manhattan” coffin.
According to a press release, the new partnership, which also includes ASM Global — a Los Angeles-based venue and event management company — will provide a “joint venture to operate the historic Cowtown Coliseum and to expand the entertainment programming and marketing partnerships within the National Historic District."
So, what does this mean? Essentially, when it comes to event management and promotion in the Stockyards, the pros are taking over. If you were a regular at the weekly Friday and Saturday bull riding competitions, you’re now going to be in for a full slate of programming that might eat up all your time.
PBR, which serendipitously had its first event at the Cowtown Coliseum in 1993, will produce a horde of new Western sports events, concerts, and other live entertainment at the Coliseum annually. And, if you can’t make it out to the Stockyards, PBR will broadcast the events via its various media distribution channels.
“I am honored to see these visionary partners, Stockyards Heritage Development Co., PBR, and ASM Global, coming together to take the investment in the Stockyards to the next level, building for the future in a way that still keeps true to our proud Western roots,” Mayor Betsy Price said via a press release. “This announcement and partnership is fantastic news for Fort Worth, both for the people who hang their hat here and the ones who will visit and experience our unique style. As the city of cowboys and culture, there is no better home for this venture than Fort Worth.”
