As the gates open today for our 10-day run (Jan. 30 – Feb. 7), Rapid City is once again transforming into the heartbeat of the Western agricultural world. While we may not have the million-person population base of urban state fairs, we have something far more powerful: a community that spans from the Great Lakes to the far reaches of the Rockies, united by a love for the Western lifestyle.
This year is particularly special as we celebrate a monumental milestone in our history. Sutton Rodeo is celebrating 100 years as a family operation. Since 1926, the Sutton family has defined excellence in the rodeo world, and we are incredibly proud of their efforts as they enter this centennial year fresh off another win as the PRCA Large Indoor Rodeo of the Year. When you see the chutes open this week, you aren’t just watching a rodeo; you are witnessing a century of South Dakota legacy.
At its core, the Stock Show is a driver of our regional economy. 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.
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.
We believe in honoring tradition while constantly innovating to keep the experience fresh.
- Rope, Ride & Slide (Friday, Jan. 30): We are kicking things off tonight with a brand-new event format at the Kjerstad Event Center. It features teams of two cowboys competing in bronc riding and steer wrestling before joining forces for team roping. It’s a format that has seen great success in Dupree, pitting PRCA pros against our tough local ranch hands.
- The Music: We’ve curated a lineup that leans into the rising “Red Dirt” and digital music scenes. We are thrilled to welcome Ole 60 and Rob Langdon(Feb. 7), as well as Tanner Usrey and Kenny Feidler (Feb. 6). These are the artists climbing the charts not through the old Nashville machine, but through the people—exactly the kind of grit we appreciate out here.
- Local Favorites: Don’t miss the Broncs for Breakfast on Wednesday morning—where you can enjoy biscuits, gravy, and bucking horses—and the locals’ favorite Boots and Beer event with Brandon Jones performing after on Thursday at the Kjerstad Event Center.
Finally, I want to acknowledge that this event is the result of a massive collaboration. It takes two venues to host the multitude of events and activities —The Central States Fair and The Monument—working in lockstep.
Internally, we run on a “horizontal” philosophy. Whether it’s the maintenance crew preparing the dirt, the ticketing staff managing the crowds, or the livestock committees volunteering their expertise, everyone has a voice. We might argue and debate, but that “group think” ensures we make the best decisions for you, our guests.
To our volunteers, sponsors, and the City and County for their continued support: thank you. And to our neighbors and visitors: Welcome to the show. Let’s make the 2026 Black Hills Stock Show & Rodeo the best one yet.
