This article originally appeared in the July/August issue of the California Special Districts Magazine.
By: @Kristin Withrow, Senior Communications Specialist, CSDA
When the Hesperia Recreation and Park District’s nonprofit foundation revived Rodeo Days in 2022 after a 12-year hiatus, the focus was on more than calf roping and bucking broncos. The district saw it as a model to build community while creating a sustainable fundraiser to support district programs, scholarships, and community services throughout the year.
Today, the three-day event has become a community favorite, drawing thousands of attendees and generating revenue that supports programs ranging from youth sports to services for older adults.
“It was 2010, the last time they had one, and then I brought it back in 2022,” said Director James Blocker, who helped spearhead the effort through the Hesperia Area Recreation and Park District Foundation, the district’s nonprofit arm. “The community wanted something like that. They needed it. We sell out every year.”
What began as a challenging undertaking with a short planning window has evolved into a carefully managed operation that involves year-round planning.
“That first year, I figured they’d give me a year to throw it together,” he recalled. “They wanted it that September.”
Director James Blocker enjoying the Hesperia Rodeo Days.
With just three months to pull the details together, the first year featured approximately 1,500 seats. Attendance demand quickly exceeded expectations, growing to 2,500 seats in subsequent years. This year, organizers are preparing for 3,000 seats and an estimated 8,000 visitors throughout the weekend.
The event’s success has not happened by accident. Blocker approaches the rodeo with a business mindset, ensuring that each revenue stream—from tickets and parking to sponsorships and concessions—contributes to the event’s financial sustainability.
“When I started the rodeo, I took each of the concepts and made sure every stage had a profit margin,” Blocker explained.
That attention to fiscal management has paid off. Last year’s event generated approximately $20,000 in net proceeds after expenses, while sponsorships contributed nearly $100,000. Organizers are aiming to increase sponsorship revenue even further this year.
Sponsors play a critical role in the rodeo’s success. Local businesses receive visibility throughout the venue, hospitality opportunities, and the chance to connect with community members and fellow business leaders.
The rodeo’s format also reflects the district’s commitment to keeping the event accessible and community-focused. Blocker has ensured family-friendly ticket prices remain a priority and the vendor selection process keeps food prices reasonable for attendees. Rather than pursuing a professional rodeo sanctioning model, organizers chose an amateur format to allow local competitors and families to participate while keeping costs manageable for attendees.
The weekend begins with a free Friday night country concert, food vendors, and community activities. Saturday features the community parade and the first rodeo competition, while Sunday’s events continue the competition and family-friendly activities.
Competitors travel from throughout Southern California and beyond, including Chino, Ontario, Yucaipa, Bakersfield, and Fresno. Many return year after year.
“We have quite a few repeat competitors,” Blocker said. “It’s a big family event.” For General Manager Robert Hernandez, however, the most important outcome isn’t measured in ticket sales or sponsorship dollars. “My background is in education, so I always look at the children that are there,” Hernandez said. “It’s great to see them so hyped up about the horses and events.” He sees the rodeo as an opportunity to introduce new generations to a unique aspect of California culture while strengthening the district’s connection with residents. “It’s not only rodeo fans that are fun to see,” Hernandez said. “It’s also people who’ve never seen a rodeo, who just heard about it and want to experience it for the first time. The whole community enjoys it.”
In an era when many special districts face growing service demands and limited funding sources, the Hesperia Recreation and Park District’s approach offers a valuable lesson. By combining strong community partnerships, sponsorship development, volunteer engagement, and careful financial planning, the district has transformed a beloved tradition into a revenue-generating asset that benefits the entire community throughout the year.
For Hesperia Recreation and Park District, Rodeo Days is much more than a weekend event. It’s a reminder that building exciting events strengthens the ties that bind communities together.
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