Why is the PBR doing so well in non-traditional rodeo country?
We’ve done real well east of the Mississippi. I remember the first year we went to Boston, people thought we were crazy. We sold out the venue and have ever since. We have a lot of maniac fans in the East. Many of them have never even seen a live cow, so it’s something new. In the western states, they fancy themselves more as spectators. A lot of them have ridden horses, or even ridden bulls. There is some belief that the PBR will be the next NASCAR. It started from very humble beginnings and has developed into one of the most successful sports. Do you see similarities? We model certain aspects of our business after what NASCAR has done. We try to learn from the things they have done right along the way, and from some of the mistakes. The problem with bull riding is that the American public has a hard time relating to it. Everybody grows up playing baseball, basketball or football. Even in NASCAR, everybody drives a car. What is in the future for the PBR? More extensive television cove
