Amid the sun-drenched landscapes of the Coachella Valley, a new frontier is taking shape, a place where history and modernity intertwine, fusing together the rugged grit and untamed spirit of the Wild West with the exhilaration of contemporary thrills. A celebration of the indomitable cowboy soul with a modernized twist, the inaugural Desert Rodeo is weaving a vibrant tapestry of adventure, culture, and allure as rodeo fans both new and seasoned make their way out west. It’s where California truly comes alive.
Pioneers of Rodeo
Desert Rodeo is a pioneer in the realm of rodeo. Breaking new ground as the first of its kind, the inaugural celebration is marrying the gravity-defying, heart-stopping thrills of rodeo with the vibrant, outdoor music festival energy the Coachella Valley has become well known for. Coinciding with the incomparable Stagecoach Country Music Festival less than 10 minutes away, Desert Rodeo is the perfect place for dedicated rodeo fans and music lovers of all ages looking to dive headfirst into the world of modern cowboy culture.
“We wanted to create an event open to the entire community that celebrates the modern festival spirit while honoring the traditions of the Old West.”
Brett Lazar
Desert Rodeo Co-Founder
“Amid a remarkable cultural renaissance in all things country, Desert Rodeo is perfectly positioned to amplify that momentum as a supplementary experience to an already incredible festival weekend.”
Traci Brooks
Desert Rodeo Co-Founder
PRCA Rodeo Brings the Heat to California
The warm California sunshine isn’t the only thing heating up the arena this April, Desert Rodeo has proudly partnered with the Professional Rodeo Cowboys Association and Flying U Rodeo, to bring the world’s top rodeo competitors and equine athletes right to your doorstep. With roots tracing back to the 1930s, the PRCA is the oldest and largest professional rodeo-sanctioned body in the world, celebrating tough cowboys and fast cowgirls one rodeo at a time. For rodeo first-timers, prepare to be entertained by gravity-defying bulls and broncs, full throttle barrel racing, team ropers demonstrating their perfect aim, and so much more.
Look the Part
We all know the working cowboy wears his story in the mud on his boots and the tears on his trusty pearl snap, but you don’t need to walk the walk or talk the talk to look your absolute best in the hottest western brands at Desert Rodeo! In addition to show-stopping rodeo action, Desert Rodeo is proud to present Retail Ranch, a multi-vendor shopping experience that’s sure to rope you in. Whether you’re a devoted rancher or a first-time rodeo-goer searching for that perfect Stetson or Resistol hat to bring your cowboy dream to life, Retail Ranch has you covered.
Keep Cool and Keep Fueled
Nothing complements a warm Cali day quite like a refreshing drink and tasty meal to match. After shopping and cheering on your favorite cowboys and cowgals in the arena, you’ll want to mosey on down to the Outlaw Oasis. Here you can wet your whistle with the finest specialty cocktails crafted with Pendleton Whisky and Tito’s Handmade Vodka. When hunger strikes, keep those bellies full at the Country Cookout! Indulge in tangy BBQ, pizza baked to perfection, mouth-watering smashburgers, and local favorite, TKB Bakery and Deli!
Charity at the Heart
As the inaugural Desert Rodeo draws near, the dedicated team behind this showstopping event is committed to shining a spotlight on the unsung heroes of their community and inspiring the next generation to carry forward the enduring cowboy legacy.
In wake of the devastating fires in Los Angeles, Desert Rodeo is committed to supporting the courageous firefighters of the Los Angeles County Fire Department. A portion of ticket proceeds will be donated to this heroic organization, whose members selflessly risk their lives to safeguard the residents of Los Angeles County.
True cowboy strength is embodied by the resilient boys and girls of the Golden Circle of Champions. This remarkable organization raises awareness and funds for children bravely battling pediatric cancer. Partnering with Desert Rodeo, the Golden Circle of Champions harnesses the power of community-driven fundraising to support families in the Greater Palm Springs area. This inspiring collaboration offers young warriors the chance to experience the cowboy way firsthand, fostering courage and camaraderie.
The First of its Kind
Behind every groundbreaking event is a visionary whose passion and dedication bring it to life. I had the privilege of speaking with Desert Rodeo Co-Founder Cassie DiLaura, to uncover the inspiration, challenges, and dreams that shaped this extraordinary event into a celebration of cowboy culture and community spirit!
What sparked the idea for Desert Rodeo and how did the concept evolve from an idea to reality?
The idea came from seeing an opportunity to bring professional rodeo to one of the biggest weekends in country music culture, celebrating the roots of Western sport and lifestyle. Our team wanted to create a daytime event that felt modern and elevated, but still grounded in authenticity, giving desert goers the ultimate Western experience. Once we had the vision, we built the right team and started bringing together brands and creatives who believe in the idea just as much as we do. It’s not lost on us the magnitude of being a sanctioned rodeo, either, and we are incredibly grateful the Professional Rodeo Cowboys Association supports our vision too. To be welcomed into the family of the most prestigious rodeo-sanctioning body in the world means everything to us.
As this is the first event, what specific milestones or achievements are you hoping to accomplish?
First and foremost, we want to deliver an unforgettable experience for fans. That means packing the stands, seeing people explore the festival grounds, and watching rodeo and Western culture connect with a new generation. We’d love to bring together the modern festival goer with the Coachella Valley community, showcase our partners and sponsors in meaningful ways and prove that there’s a long-term place for Desert Rodeo on the annual calendar.
How does the Desert Rodeo reflect the spirit and culture of the region?
Desert Rodeo is all about celebrating the contrast and charm of this region—sun, grit, glamour, and open skies. Coachella Valley is already known for world-class music and fashion, but there’s also a rich agricultural and equestrian community here that doesn’t always get the spotlight. We’re bridging those two worlds—the polished and the rugged—in a way that only this place, set against the Santa Rosa Mountains backdrop, could pull off.
What’s something special or unique about this year’s event that you’re particularly proud to showcase?
I’m really proud of how we’ve brought the festival world into rodeo without compromising the sport. We have a PRCA-sanctioned rodeo with NFR-level talent like Stetson Wright and Hailey Kinsel and production by Reno Rosser’s award-winning Flying U Rodeo, but also custom Western shopping, on-site brand activations, amazing food, and a fun gathering spot for the community. It’s really everything you love about a weekend in the desert, all in one place — plus a ProRodeo! Fun fact, Desert Rodeo is the only spot in the Valley where you’ll find both real bulls and a mechanical bull — in the rodeo arena for cowboys and the Outlaw Oasis festival area for those channeling their inner cowboy. Not to mention, Desert Rodeo blends some of the most iconic names in the Western community such as Wrangler, Boot Barn and YETI with some of the most globally recognized brands like Coca-Cola, Tito’s Handmade Vodka and Bud Light, the Official Beer Sponsor of Desert Rodeo. There’s a little something for everyone of all ages and interests at Desert Rodeo. Attendees can shop for and personalize their own authentic Stetson, Resistol or Charlie 1 Horse cowboy hat, participate in a meet-and-greet with the four farmers from FOX’s hit show “Farmer Wants A Wife”, challenge friends to a game of cornhole or four square, sip on specialty cocktails from Pendleton Whisky and George Strait’s Código 1530, sample a selection of treats from Cattaneo Bros.’ jerky bar or the newest iced tea flavors from The Ryl Co. and more. Guests can cool off in a cold plunge on-site while hanging out with Rivian, the Official Vehicle Partner of Desert Rodeo. To sum it up, the merging of sport, lifestyle, and experience is what makes Desert Rodeo so special.
What do you hope attendees will take away from this first-ever Desert Rodeo?
I hope they leave feeling like they discovered something fresh—something that’s both nostalgic and totally new. Whether they come from the rodeo world, the music festival crowd, or are just curious locals, we want them to feel a connection to the Western lifestyle that we all love so much and leave with memories that stick. We hope we introduce a new demographic to the sport of rodeo and the heartbeat of the rodeo community — the cowboys and cowgirls. These are athletes who lay it all out on the line physically and financially week after week to chase their dreams within a sport they love with every fiber of their being.
What message or value do you hope will become a defining legacy for the Desert Rodeo?
That you don’t have to choose between tradition and evolution—you can honor the roots of rodeo while still pushing the culture forward. We want Desert Rodeo to be a platform that celebrates community, craftsmanship, and the cowboy spirit in a way that’s relevant to both lifelong fans and the next generation.
Is there a specific activity or feature of the event that you’re personally most excited about?
The rodeo competition, without a doubt. Seeing those athletes ride in front of a completely mixed crowd—some who’ve never seen a rodeo live before—is going to be electric.
Last Updated on 04/17/2025 by Taryn Cantrell
About the Author:
CLN Community & Event Sponsor
