Prescott Frontier Days GM, JC Trujillo, Retires

Written by

PRESCOTT, AZ: Prescott Frontier Days, Inc.® general manager and rodeo legend, JC Trujillo announced his retirement at the board meeting earlier this week, effective at the end of the year.

Trujillo has been the general manager of the Prescott Frontier Days, Inc.® and the World’s Oldest Rodeo® for the past 16 years and has been influential in bringing record attendance, sponsorships and ticket sales to the organization. He is a rodeo legend and is well respected in the industry and will be greatly missed.

Over the past 16 years, Prescott Frontier Days® has seen an increase in rodeo interest and the community has embraced all the events that occur with Prescott Frontier Days®. Much of that interest could be attributed to the rodeo legends, parade grand marshals and reputable rodeo personnel that JC brought to the community of Prescott. His influence was contagious, and many sought out the World’s Oldest Rodeo® because of the name recognition, respect and accolades received by having such a respectable manager and professional rodeo cowboy.

JC was named world-champion bareback rider in 1981 and was honored at the Prorodeo Hall of Fame in 1994. His rodeo career started in Prescott and ends in Prescott…at the same arena. “We are very grateful for the many years that JC served Prescott Frontier Days.

It is with deep regret that we accept his retirement. We wish him and his wife Margo a great retirement and we hope to see him on the rodeo trail,” said Chris Graff PFD president.

The 134th World’s Oldest Rodeo® will be June 28 through July 4, 2021.

Danny O'Donnell

As the co-founder of Cowboy Lifestyle Network (CLN) Cowboy Lifestyle Network - now a western media powerhouse with over 4 million fans, Danny has become a trusted voice in rodeo culture, horse care, and Western traditions. CLN’s success is no accident; it’s built on Danny’s deep understanding of the Western way of life-its values, people, and economic engine. His work connects brands, events, and fans across a thriving industry, from the Rodeo Scottsdale to the Super Bowl Party Trophy Bar. Danny’s journey from Arizona ranch life to Western media trailblazer is rooted in authenticity, grit, and community. Danny’s passion started early, shaped by eight years in Pinal County’s 4-H program, where he raised lambs and learned ranching hands-on. At Arizona State University, he became a division 1 collegiate diver, team captain, and earned a B.S. degree - fueling his entrepreneurial spirit. After a decade of corporate management experience, he launched CLN with his brother Patrick to amplify the voice of the Western community. "Giving back has always mattered to me," Danny shares. His ongoing support for Horses Help, Harris Brothers Charity Foundation, and a 25-year CLN Christmas Toy Drive speaks volumes. Through action, Danny has built not just a brand, but a legacy of trust and impact in the Western world.