South County rodeo celebrates the region’s agricultural heritage

A nearly 100-year-old South County tradition is making its annual return with a cowboy nod — and the buzz is growing.

The Gilroy Rodeo is set for Aug. 7-9 and showcases the community’s cultural history while drawing people from all over the state and as far away as Europe, Australia, Mexico, Washington, Arizona and Colorado. The outpouring of visitors creates an economic boon for the cities of Gilroy and Morgan Hill.

The Gilroy Rodeo dates back to 1930 and the original event lasted until 1956. But 62 years later, Rodeo landowner Erik Martin and his wife, Kendra, rebooted the event in 2018 as a local nonprofit organization with the goal of celebrating the region’s agricultural roots and western heritage.

Alyssa Brown, event director for the Gilroy Rodeo Association, said 20,000 people are expected to attend the three-day event. Its growth has led the association to contribute more than $500,000 to various local nonprofits and community groups since 2018.

“Although the event has grown considerably, it remains rooted in the same sense of community, tradition and western hospitality that made the original Gilroy Rodeo so special,” Brown told San José Spotlight.

Gilroy Chamber of Commerce Executive Director Cristina Cortes said the rodeo, which takes place each year during the second weekend in August, provides a significant economic bump for local businesses.

“It is a wonderful embodiment of western heritage that our businesses and community can lean into to celebrate and enjoy,” Cortes told San Jose Spotlight.

While the rodeo is in Gilroy, Morgan Hill Councilwoman Yvonne Martinez Beltran said the multi-day event is felt throughout her city. She said Morgan Hill gets to showcase its Future Farmers of America youth and share its heritage with thousands of visitors.

“(The rodeo) highlights the authentic agricultural roots that continue to drive our regional economy and gives weight to our agritourism brand,” Beltran told San José Spotlight.

Hilton Garden Inn Gilroy Regional Manager Eric Gebhardt said the rodeo is a powerful economic engine for the entire region, and he notices how tourists extend their stays beyond the event.

“This additional economic activity supports local jobs, generates important (hotel tax) revenue that helps fund essential city services and introduces thousands of first-time visitors to everything Gilroy has to offer,” Gebhardt told San José Spotlight, adding he sees many people visiting from the Central Valley and as far as from Reno to attend. “It’s a homerun for the area.”

Frank Johnson, executive director of Visit Gilroy, the city’s marketing arm and visitors bureau, said Gilroy’s three western-themed stores downtown complement the rodeo culture. Among those is Brother’s Western Wear.

Owner Gus Cazares said he opened his store four years ago with the goal of providing authentic, handmade boots and hats.

“We definitely see more customers when the rodeo is going on, buying shirts and hats to wear at the event,” Cazares told San José Spotlight. “When the rodeo is going on, our sales improve around 15% from a typical weekend.”

Maria Cid has attended the rodeo for the past four years. The Hollister resident and her family enjoy taking in the music, entertainment and local food.

“Every year the rodeo seems to get even better, and I can’t wait to see what they have planned this year,” Cid told San José Spotlight. 

Gilroy Mayor Greg Bozzo appreciates the increase in visitor traffic and the economic lift to his city, but he also wants to emphasize rodeo’s history.

“The Gilroy Rodeo acts as a reminder that South Santa Clara (County) is still an area that is associated with agriculture and ranching,” Bozzo told San Jose Spotlight. “This is important to our identity and pride here in Gilroy.”

Contact Giovanni Albanese Jr. at [email protected].