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California Rodeo Salinas Generates More than $21 Million in Economic Impact for Monterey County; New Report Highlights Rodeo’s Role as a Major Economic Driver and Community Supporter

 

SALINAS, CA, April 8, 2026 – The California Rodeo Salinas continues to prove it is much more than a summer tradition—it is a powerful economic engine for Monterey County. A newly released Economic, Fiscal, and Social Impact Analysis shows the California Rodeo Salinas and Salinas Sports Complex generated $21.8 million in total economic output in 2025, up from $18 million in 2014.


Conducted by Beacon Economics, the report found that Rodeo operations, attendee spending, and year-round events supported 93 local jobs, generated $6.6 million in labor income, and produced more than $2.4 million in tax revenue for essential public services.


“The California Rodeo Salinas has always been about bringing the community together, but it’s also clear that what we do has a meaningful impact on the local economy,” said Barbara Causley, Salinas Sports Complex General Manager. “From tourism and hospitality to local vendors and nonprofits, this event touches so many parts of our community.”


The study estimates approximately $17 million in direct local spending, driven largely by Rodeo-related activity. Nearly 90,000 attendees participated in 2025 events, with out-of-area visitors accounting for more than 70% of total attendee spending. These visitors spent an average of $161 per person per day, significantly benefiting local businesses. This total includes direct spending as well as the ripple effect of dollars recirculating through the local economy.


Beyond its economic contributions, the California Rodeo Salinas continues to make a significant impact on the community as a not-for-profit organization. In 2025 alone, the Rodeo distributed approximately $850,000 to more than 40 nonprofits, schools, and service groups, while also supporting scholarships and youth programs that invest in the next generation.


More than 1,400 volunteers, along with hundreds of student volunteers, contribute thousands of hours annually helping bring the Rodeo to life while preserving Western heritage and strengthening community connections.


“The Rodeo’s impact goes far beyond dollars,” Causley added. “It’s about community pride, tradition, and giving back.”


The Salinas Sports Complex extends this impact year-round by hosting more than 550 events annually, continuing to drive tourism and economic activity beyond Big Week.


For more information about the California Rodeo Salinas or to read the full report, visit https://www.carodeo.com/p/about-us/community/economic-impact.



ABOUT CALIFORNIA RODEO SALINAS

The 116th California Rodeo Salinas will take place July 16-19, 2026. As a not-for-profit organization, the California Rodeo Association is dedicated to preserving the traditions of the California Rodeo Salinas and the Western way of life while fostering community involvement and cultural heritage. The Association supports local nonprofits and community groups through its annual Rodeo and year-round operations at the Salinas Sports Complex. In 2025, these efforts generated over $856,000 for local organizations.

For more information, visit www.CARodeo.com or contact the Rodeo Office at (831) 775-3100.

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