TEXAS — If you’re a fan of the San Antonio Stock Show & Rodeo, you might be happy to hear that it could soon be a year-round event. In a recent vote, San Antonians approved funding for the rodeo to become a permanent fixture.

Similar to the Fort Worth Stockyards, organizers say the year-round rodeo events would bring an economic boost to the Alamo City. 

Cody Davenport, CEO of the San Antonio Stock Show & Rodeo, said the currently once a year event draws an estimated 1.5 million people every February.

“I tell everybody, hands down, we’re the best,” Davenport said. “There’s so many people now that are calling in and excited. Like, ‘We want to come see firsthand what y’all talked about. We want to come witness it.’ So we are very excited based upon coming out of that campaign.”

The campaign is called Project Marvel. It’s an initiative to transform the Freeman Coliseum and Frost Bank Center grounds into a year-round rodeo and stock show. The proposition, passed in November 2025, allocates nearly $200 million in tax revenue for renovations.

“It’s allowing an identity in the Western industry to do these types of things on a year-round basis,” Davenport said. “People are excited. I mean obviously the vote was evident as far as the excitement, and our community recognizes the opportunity inside that to take care of the East Side, take care of the facilities down here. They all saw the vision.”

Davenport said it’s a vision of Western culture now popularized thanks to Hollywood.

“They watch ‘Yellowstone.’ They’re riding the wave of the industry now,” Davenport said. “They can come down and walk into the coliseum and actually see those same things they’re seeing on television and say, ‘Oh, it’s real. It’s really happening right here.'”

With the stockyards in Fort Worth being a popular tourist destination as well, Davenport wants San Antonio to be another stop for folks, just like it is during the rodeo circuit.

“What they call the Texas three step, if you will, is Fort Worth to San Antonio to Houston,” said Davenport.

Davenport hopes the rodeo will create a lasting impression across the Lone Star State.