PUEBLO, Colo. – The story, by now, is legend: the PBR was founded in 1992 by a group of 20 visionary bull riders in a motel in Scottsdale, Arizona, each contributing $1,000 to break away from the traditional rodeo scene.
Thirty years later, the PBR has awarded more than $191 million in prize money, hosted events around the world, aired on CBS Sports and CBS Sports Network for a decade and reaches more than 405 million households in 91 territories, more than quadrupled its attendance since 1995, and launched the PBR Team Series.
But former CEO Randy Bernard admits that, back in the day, prospects didn’t always look so good.
“Those first several meetings, I wasn’t even sure if there would be a PBR,” Bernard told PBR at the Monster Energy Buck Off at the Garden in New York City in January. “I mean, we had some knock-down drag-outs. We had board members getting into fights in the boardroom, a lot of screaming, yelling. I think in those early years, it really wasn’t about who had the most realistic and best answer. It was who was willing to fight the hardest for their passion for where we would go.
“And I think that passion is what made the PBR. Everything we’ve ever done, from the board to the management, to all the staff, to everyone in that arena, everyone loves what they do, and they’re proud of the PBR. And I think it helped escalate the sport to what it is today.”
Bernard grew up on a ranch in California and attended Cal Poly in San Luis Obispo, where he competed on the college rodeo team. In 1994, he produced one of the first PBR tours. In 1995 he was asked to be the CEO, a role in which he served until 2010. He was inducted into the PBR Ring of Honor in 2010.
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Back in 1995, it took some serious passion to get the brand-new league off the ground.
Take New York City, for example. This year, the event in Madison Square Garden was sold out. But the first time the PBR came to the Garden, Bernard and then-future PBR CEO Sean Gleason were handing out tickets on the streets just to put butts in seats. They put bull horns and fake cowhide on seven or eight taxicabs and offered free rides. They put bull heads on manhole covers so the steam came out through the nose.
“That was a little illegal, though, and we did pay a fine,” Bernard said. “But we had so much fun back then. We were creative. We worked. We loved what we did. And everyone that was at PBR wanted to see it grow and succeed. And I think that had such a big impact on where it is today. And I think you see the same passion out there. I was just out with some of the staff, and they just still love what they do. A lot of these people, it’s their life, and I think that’s so cool.”
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The PBR was founded by cowboys, for cowboys, and that ethos is still at the core of the league today.
“Everything about the PBR is about the cowboy, and the cowboy is authentic,” Bernard said. “The early years, we didn’t even have contracts. Handshakes, and we never burnt bridges. I mean, it was like, give them what they expect. And, you know, sponsors will come back. Fans will come back. And I think PBR, one of the biggest jobs that we can do is promote that cowboy. And it’s a great value of American society. And I think we’re a much better country knowing that the cowboy was such a big part of it.”
While the cowboys are at the heart of what the PBR does every single day, Bernard is adamant that none of it would be possible without the incredible fan base.
“Oh, my gosh, the fans,” Bernard said. “I think the fans are the backbone of this of our sport, and their passion level is like the bull riders. They love what they see, and they get their money’s worth. I think our goal from day one was to make sure that when they walk in the building or arena or wherever it was, they were blown away.”
Over 30 years, PBR staff has worked incredibly hard to make sure nobody coming to a PBR event is let down, providing action, music, and entertainment from when they arrive to when they leave. Audiences have kept growing, and Bernard thinks this lack of complacency only bodes well for the future.
“With 30 years under its belt, I see nothing but upside,” Bernard said. “I think the sport will be so big in the next ten years. I think if you look at all the sports in the world, I still feel that PBR has more potential than any level because it continues to grow. But it’s at that tipping point right now. I think within the next five years you’re going to see that, with the Team Series and everything taking place right now, I truly believe you’ll see some very, very big success.”
Photo courtesy of James Phifer/Bull Stock Media
