RAPID CITY, S.D. — Heading into the final days of the Black Hills Stock Show and Rodeo Rapid City (BHSS), vendors are restocked and Summit Arena is prepared for a “barn-buster” conclusion through Feb. 7.
As South Dakota’s second-largest event behind the Sturgis Motorcycle Rally, the stock show draws more than 330,000 people from across the United States. The annual gathering has earned multiple titles as the top PRCA Large Indoor Rodeo, beating out major venues in Houston and Pendleton to serve as a premier stop on the road to the NFR.
The PRCA action in Summit Arena serves as the centerpiece for the final weekend. Friday’s 7:30 p.m. performance is designated as “Pink Night,” a tradition where contestants and fans wear pink to support cancer awareness. The momentum continues Saturday with a 1:30 p.m. matinee celebrating Patriot Day to honor military members and first responders, followed by the grand finale performance at 7:30 p.m. Organizers noted the event offers “an opportunity to see a world class professional rodeo in a facility designed for a great fan experience.”
This year marks a milestone as Sutton Rodeo celebrates 100 years of operation. Steve Sutton credited the vision of his parents, Jim Jr. and Julie, who brought the rodeo to Rapid City in 1977.
Music fans can also attend the Boot & Beer Festival and nightly concerts at the James Kjerstad Event Center. Friday features Texas powerhouse Tanner Usrey and South Dakota’s own Kenny Feidler, known for his grassroots following. On Saturday, Kentucky-based Ole 60, known for the viral hit “smoke & a light,” brings an indie-rock edge with guest Rob Langdon.
“Tanner brings the storytelling. Kenny brings the fire,” said Jill Delay, marketing manager for Central States Fair, Inc., describing the entertainment as “pure BHSS energy.”
Ron Jeffries, General Manager of the BHSS, told The Rapid City Post that the event is a vital economic engine.
“We are seeing strong financial signs in the beef and horse industries this winter, and that optimism is contagious. When the ag business does well, Rapid City does well,” Jeffries said. “We often hear about economic impact in terms of ticket sales, but the real story is in the vendor traffic. From White Owl to Sturgis to New Underwood, our vendors and producers bring year-long revenue back to their hometowns. This event is an economic engine that fuels the entire state, not just the city limits.”
