Loretta Lynn’s Longhorn Rodeos
Loretta Lynn’s Longhorn Rodeo began as a dream of Mooney and Loretta Lynn. Mooney, a former rodeo contestant, applied his vast knowledge of the outdoors and the logging industry to hand-build the first arena at Goodlettsville, Tenn., where the Lynns were living at the time. The first rodeo was held there in 1965, and ran two performances.
The first home rodeo was such a success that it was expanded to four performances, and other rodeos were added to the schedule. With the increase in time demanded for rodeo business, and Loretta’s growing success, the Lynns realized they could not devote the time needed to manage the rodeo operation.
Gene Maynard, a consistent winner in saddle bronc riding, shows the style that has kept him on top. Photo by Ken Carver Photo
Officials of the Longhorn Rodeo Company are Director Bruce Lehrke (seated), Assistant Director George Runquist, Promotion Dept. Director Ellek Seymour (near right), and John Sloan of the Special Events Department.
They had been using the advice of Wisconsin rodeo producer Bruce Lehrke for some time, and in 1967 he became director of “Double L,” and took over the entire management of the company.
In 1969, Lehrke revamped the philosophies of the company. He found that by limiting the rodeo to indoor markets only, he could control every factor of production except a full-blown blizzard or a hazardous fog, thus cutting down many of the risks involved in the rodeo business. The demand for greater seating capacity also indicated a move to an indoor production.
Loretta’s singing engagements became so numerous that she was only able to appear at a limited number of rodeos, so the name of the company was changed from Double L to Longhorn World Championship Rodeo, to avoid confusion on the part of the public.
Lehrke’s approach to the rodeo business was strictly that — business. In addition to being a big league sport, rodeo was a family event, and it was a traveling road show, so it had to be treated as one. The business management of Longhorn is on the same plane as other major arena and coliseum attractions, such as circuses, ice shows, and other major road shows.
Longhorn has a full-time staff of promotion and sales personnel, each versed in various fields related to rodeo production: copywriting, music, lighting, advertising, broadcasting, art, public relations, livestock care, arena design, and many others.
A bull from the Longhorn string heads for home after leaving a would-be rider on the sidelines.
Tonto George, of the Longhorn outfit, sorts through some of the bareback broncs at the ranch holding pens.
The production itself blends the color and pageantry of the old west into modern techniques to present a total family entertainment attraction. The rodeo opens with a pageant that varies from one theme to another. By using lighting and sound effects the company can set the stage for the color and excitement of the actual rodeo events. A performance lasts about two hours and ten minutes including a fifteen-minute intermission, to give the spectators a full evening or afternoon of fast-paced action.
When Longhorn rolls into a city they are ready to go to work. The promotion staff is kept busy with radio, TV, and newspaper interviews, while the arena crew sets up the completely portable chutes, fences, and holding pens. Spotlight operators are hired, sound men briefed, and program salesmen hired. Building security is double checked, and the rodeo office is opened to accommodate the secretary. Longhorn averages 181 contestants per rodeo and paid out $172,008.98 in prize money last year.
The story of Longhorn Rodeo and all the information about the rodeo events and Longhorn personnel is given an extensive 32-page rodeo program completely written and designed by the staff. The program contains a description of each event complete with pictures to illustrate the important facets of each. It also contains items of interest to everyone, from stories about the feature performers to historical data about cowboys, rodeo, and the International Rodeo Association.
Recently Longhorn has been working closely with both high school and college rodeo organizations in an effort to promote rodeo on all levels. In 1972, Longhorn appeared in 17 markets from the Gulf of Mexico to Canada. They plan to go into about 20 markets this year and will increase to as many as 27 by ’74.
All of the livestock and equipment is kept at the Tennessee locations. The rolling stock and equipment is kept at the headquarters in Nashville, as well as some of the bucking stock and parade horses. The rest of the bucking stock, when not in use, is kept at the Lynns’ home ranch in Hurricane Mills, Tenn., about 70 miles from Nashville.
Butch Berry, Longhorn Ranch foreman and arena director, talks to a truck driver.
Color and pageantry are a keynote of all Longhorn productions.
Rodeo to the Longhorn people is a 7 days a week, 52 weeks a year job. Everyone with the company eats, breathes, and sleeps rodeo. Weekly staff meetings and skull sessions are held to explore new policies and ideas, and to evaluate current rodeos. Constant improving and reworking of company operations has helped to put Longhorn on top.
This article was originally published in the May 1973 article of Western Horseman and was written by John Sloan.
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