Prescott Frontier Days GM, JC Trujillo, Retires

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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

Danny co-founded Cowboy Lifestyle Network (CLN), now a western media powerhouse with over 4 million fans. CLN’s success reflects his deep understanding of the western community—not just its spirit, but its economic heartbeat—connecting businesses, events, and enthusiasts in a thriving industry. With this massive reach, Danny has become a trusted voice on rodeo culture, horse care, and Western traditions, covering events from the Houston Livestock Show to the Super Bowl Party Trophy Bar. His journey to building this platform began in Arizona, where he spent eight years in Pinal County’s 4-H program, learning ranching by caring for lambs and getting to know the land like an old friend. At Arizona State University, Danny shone as a two-time "All American" diver and team captain, graduating with a business degree that sparked his entrepreneurial drive. After a decade in corporate management sharpening his leadership skills, he launched CLN. "Giving back has always mattered to me," Danny shares. His support for Horses Help, Harris Brothers Charity Foundation, and a 25-year CLN Christmas Toy Drive proves it, building community trust through action.