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When it comes to bull-based entertainment, the Wilson family has done quite well.
Before the historic ranching family took over Jackson Hole’s rodeo in 2009, the rough riding operation earned the town less than $50,000, according to a staff report. Since 2010, rodeo gives the town 10% of its gross receipts.
After a surge in ticket prices and tourism following COVID, that figure is closer to $400,000, meaning the rodeo itself is grossing nearly $4 million.
Phil Wilson would like to take credit for that.
“But I can’t,” he told town councilors last week. “Look at all of Jackson Hole.”
But it hasn’t always been easy. They’ve lost money in some years.
“The first four years [the team] didn’t get anything but a handshake and a ‘thank you,’” he said. “I had to put everything back into the company to make it go.”
Restrictions during COVID also saw a dip.
But the Wilsons are still asking town councilors to renew their lease to run the Jackson Hole Rodeo in advance of a planned reexamination of the paperwork that governs the rodeo and fairgrounds.
The family said that with a longer lease comes more incentive to make investments like adding seats for the consistently sold-out shows. But they don’t want to grow too much. They like their spot in town.
“You’re all in one place, and you’ve got a crowd every night,” Phil Wilson said.
Councilors signaled interest in granting the family at least a one-year extension.
That’s before electeds reconsider the agreement or look for a replacement. Brandon Wilson wants to re-up and more.
“If we only had one year and they’re going to give it to somebody else, any business owner is going to go, ‘No we’re not going to put it in,’” Brandon said.
The Wilsons have a good relationship with the town, Brandon said, but he is concerned an outside company could scoop up the contract, given its prime real estate and ready-made crowd.
“How concerned are you that your car breaks down when you’re going home? Even when you got a brand new one, you are still kind of a little anxious about it, too. As business owners, we’re never not anxious,” he said.
The town is poised to keep the fairgrounds where they are. Councilors have asked the county to commit to 50 more years in the same spot for the fair and rodeo, not necessarily with the same management.
“The Teton County Fair Board will work with county staff to look at the possibility of moving the fairgrounds. We wish to explore all ideas prior to sitting down and extending the current lease,” the September 2024 letter states.
Electeds are also set to consider management issues like if the family-owned business behind the roundup now should continue to do so.
This story has updated to correct the year the Wilsons took over the lease. — Ed.
