The Coors Cowboy Club Ranch Rodeo began as the Coors Ranch Rodeo, the annual kickoff to summer from 1987 through 2007. Today, the Coors Cowboy Club proudly oversees, directs, and produces the Ranch Rodeo with the same passion, dedication, and commitment the Reed family and Coors of Amarillo gave the event for more than 20 years. The Ranch Rodeo now stands as the club’s signature fundraiser and a lasting tradition in the Texas Panhandle.
Held each year as a tribute to West Texas heritage, the Coors Cowboy Club Ranch Rodeo celebrates the history, grit, and enduring spirit of the western way of life. The event features authentic competition between real cowboys from real working ranches across the Texas and Oklahoma Panhandles and New Mexico.
Unlike many rodeos, ranch rodeos highlight the real-world skills cowboys use every day on working ranches. From the arena to the final results, the events reflect the challenges, teamwork, and horsemanship that define ranch life.
What makes the Coors Cowboy Club Ranch Rodeo especially unique is its strong emphasis on ranch eligibility and authenticity. Every ranch considered for participation is carefully reviewed by the Coors Ranch Rodeo Board using specific criteria. One of the most important factors is the historical significance of the ranch. Just as important, participating ranches must be true working ranches, ensuring that the event remains rooted in the traditions and values it was created to honor.
If your ranch would like to be considered for participation in the Coors Cowboy Club Ranch Rodeo, we invite you to contact us by email for consideration by the Coors Ranch Rodeo Board.
The Coors Cowboy Club (CCC) is made up of more than 180 members from Amarillo, across the Texas Panhandle, and throughout the country. The club was formed in response to a need within the community for dedicated volunteer support for a wide range of events, functions, and charitable efforts in and around the Texas Panhandle.
Since its founding, the CCC has proudly served as an ambassador for Amarillo, Texas, helping attract, support, and host numerous associations, events, and organizations. Club members generously volunteer their time, services, goodwill, and cooking talents in support of groups and individuals throughout the region, including children in need, military personnel, law enforcement, scholarship initiatives, and many other worthy causes.
The Coors Cowboy Club was built on a spirit of service and leadership. It was Vance Reed who called on the founding members to step forward, get involved, and help meet the needs of the community. That same spirit continues to guide the club today.
Mission Statement
“The mission of the Coors Cowboy Club is to honor, preserve, and promote the timeless values of the Cowboy way. Through community engagement, cultural education, and stewardship of western heritage, we strive to uphold the traditions of integrity, hard work, respect, and camaraderie that define the Cowboy spirit for generations to come.”
Purpose
The purpose of the Coors Cowboy Club is to serve as a dedicated ambassador for Amarillo while honoring and preserving the cherished cowboy way of life. Through its continued efforts and support, the club helps facilitate the hosting of nationally recognized events in Amarillo, including the National Cutting Horse Association, United States Team Penning Association, and Cowboy Mounted Shooters competitions.
In addition, the Coors Cowboy Club donates its time, resources, and goodwill to many community-focused causes, including Life and Liberty Outdoors, Potter County Jr. Livestock Association, TAPS, Emi’s Color Shoot, and Amarillo area law enforcement, among others. Through these efforts, the club continues to foster a strong spirit of service, unity, and western heritage in Amarillo and beyond.