Professional Bull Riders, ASM Global and Stockyards Heritage Development Co. announced a joint venture to operate Fort Worth's historic Cowtown Coliseum and expand entertainment programming and marketing partnerships within the National Historic District.
PBR, ASM, and Stockyards Heritage - a partnership between Majestic Realty Co. and The Hickman Cos. - will manage and promote Cowtown Coliseum and portions of the surrounding historic District, including event programming, sponsorship opportunities, venue rentals, operations, marketing and enhanced guest experience initiatives.
PBR also will produce dozens of western sports events at Cowtown Coliseum annually, as well as concerts, live entertainment, and other western lifestyle content. PBR will broadcast the programming on its media distribution channels.
Collaborating with ASM and Stockyards Heritage Development Co., PBR will lead sponsorship sales and brand activations for the venue and surrounding District. ASM – world’s leading producer of entertainment experiences – will oversee day-to-day operations of Cowtown Coliseum, programming of non-PBR events, and development of unique VIP experiences.
Stockyards Heritage will "activate its real estate and assets in the Fort Worth Stockyards to create an unparalleled event and leisure destination.
"A goal of the partnership is to make the Fort Worth Stockyards a global epicenter for the western lifestyle, growing the visitor count to seven million visitors annually," the partners said. The Stockyards currently attracts more than 4.7 million visitors a year.
“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 in a 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."
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