Stephen Montoya
The iconic Cowtown Coliseum located in the historic Fort Worth Stockyards has just been retrofitted with some new duds.
Some of the new items include 17 new digital displays, more seating, and an all-new VIP Platinum Deck area that includes a view from atop of the bucking chutes. Other upgrades include a new concert quality lighting rig, and a state-of-the-art audio/visual infrastructure, which is perfect for concerts. (Once upon a time, Elvis played here!)
A new coat of paint also adorns the interior of this more than 100-year-old jewel. Plus, a new Priefert roping arena has been added.
The almost 20,000-square-foot space is one of the oldest standing rodeo arenas in the U.S., maintaining distinction as hosting the very first indoor rodeo in the world in 1918. Two presidents spoke there. Teddy Roosevelt opened the Feeders and Breeders Show in 1911, after he had left office but while eying another run at it. And Jimmy Carter addressed a crowd there during his only term in office in the late 1970s.
Today the coliseum is host to more than 200 events per year, including weekly rodeos, Professional Bull Riders events, Ultimate Bullfighters (no bulls are harmed), and more.
Built in 1908, the arena was originally known, albeit only briefly, as the Grand Coliseum. Fast-forward 115 years and things have changed a little bit.
To meet the evolving demands of its audience, a newly formed joint venture management group, which includes Stockyards Heritage Development, PBR, and ASM Global, was recently formed. Also, many of the renovations were made possible by the addition of two major sponsors, American Hat Co. and Pendleton Whisky.
“We started the major parts of the remodel last summer,” says Kelly Tarter, Cowtown Coliseum’s sales and marketing manager. “We also switched our production deck from the north end to the south end, which gave us room for our new baby — the Platinum Deck.”
In this new section, groups of up to 200 people can enjoy an open bar, several tables for seating, and the overview of the action overlooking the bucking chutes. Individual tickets into the Platinum Deck go for $100.
“We also use it as our top-selling high-end seating,” Tarter says. “A ticket to this spot will offer guests a unique experience, which includes upgraded seating, a picture inside of the arena, and upgraded bathrooms.”
But these aren't the only seats of mention post-remodel. An additional 200 seats have also been added to this over 3,000-seat venue. Included with this seating is the 36-seat American Hat Suite, formerly the west suite, which is adorned with a few photos of then late Keith Maddox, one of the owners of the American Hat Co., who passed away four years ago.
“They are the official cowboy hat of the Fort Worth Stockyards and Cowtown Coliseum,” Tarter says. “So, we're very, very excited to have them here." On top of the nostalgia of being seated in this section, Tarter says, if someone asks, they can have a custom hat shaping done for them as well.
Another sponsor that has thrown its hat into the ring is Pendleton Whisky. The new LED signage and VIP area are adorned with this Canadian libation company’s red western-inspired logo. “We're part of their big launch to bring them into Texas and we're honored to do so because they are just a great company and we stand behind everything that they do,” she says.
The shows have also expanded, she says. Instead of there only being a Stockyards Championship rodeo on Fridays and Saturdays, Tarter says that the arena will also host the PBR Stockyards Showcase on Thursdays.
Another new show titled “Fiesta del Toro” will be an all-day event taking place on Oct. 15. This festive rodeo will feature free-style American bull riding, Hispanic flavored dance music, and many colorful displays.
Wish you could have the coliseum to yourself? Tarter says along with this new remodel, guests can also rent the entire facility either by section or the whole thing. And just like a value menu, guests who reserved the Cowtown Coliseum for a private party can choose what they see.
A nice, shiny nickel is required to rent out the place, upwards of $17,500, coliseum officials say.
“They can choose from barrel racing, to bronc riding, to whatever. The sky is the limit. Groups can come in and rent the entire building, so, they can do a small western experience,” she says. “They could add catering to it. They could do like a happy hour with entertainment and all the way to doing a full-blown private rodeo.”
For the most part, Tarter says the interior remodel is done, but that will only give way to the Cowtown Coliseum’s next venture — remodeling the exterior.
"We have some new things coming outside. So, you're definitely going to want to come back and see what those are, when the remodel is done," she says. "We're really, really, excited with all of these changes and equally excited about being able to bring in new concerts and shows. Plus, the fact that we're doubling the shows weekly.”