SUNDRE – The Sundre Rodeo and Race Association recently unveiled during a sponsors recognition barbecue their latest plan to further upgrade the grounds by doubling the size of the VIP stands just in time for next year’s 45th edition of the event.
Dozens of people – including sponsors as well as local dignitaries and association members – attended the steak barbecue hosted on Sunday, June 2 at the rodeo grounds’ Wild Horse Saloon.
The crowd heard that courtesy of grant funding to the tune of $125,000 through the provincial government’s Community Facility Enhancement Program (CFEP), rodeo sponsors and event VIPs will starting in 2025 get to enjoy an enhanced viewing experience from the covered seating area just behind chutes one through eight.
The new covered stands complete with announcer’s booth will replace the existing structure that was built in 1987 behind chutes one through four, and is intended to – provided everything works out – be relocated and reinstalled on the other side of the arena to replace an uncovered overflow spectator stand that’s just adjacent to the main covered grandstand.
During his address to those who attended the barbecue, association president Shane Crouch said the Sundre Pro Rodeo would not be feasible without the financial support of sponsors, not to mention the helping hands of some 150 volunteers.
“This is not just a sponsorship dinner, this is kind of for our volunteers and our committee members and just a way of us to say thanks to everybody,” said Crouch.
Having tallied up the number of sponsors in the lead-up to the barbecue, Crouch said the count cleared more than 100, the majority of which are from Sundre and area.
“For a little community like Sundre, I’m beyond proud,” he said.
Pleased to be able to publicly announce the association’s plans for the new VIP seating area for sponsors, Crouch said an application had been submitted to the Alberta government’s CFEP grant fund.
According to the provincial government, CFEP funding provides financial assistance to expand, purchase, or build public-use community facilities.
“With all the sponsors that we have onboard, we’re running out of room to seat everybody,” said Crouch, adding MLA Jason Nixon, who also attended the barbecue, played a role in helping to secure the funding.
“We would have had it done this year, but we didn’t know about the grant until the end of March and there’s a lot of paperwork and stuff go through to get it approved,” he said.
But the new stands are expected to be completed in time for the 45th anniversary edition of the Sundre Pro Rodeo in 2025, he added.
“We’re pretty excited about that,” he said.
Nixon said that as the Rimbey-Rocky Mountain House-Sundre riding’s representative, he’s always amazed by the Sundre and area’s community spirit.
“We don’t just live in the most beautiful place in the world, we live in the best community,” said Nixon.
“We can’t pull these things off that make our community great without everybody coming together – the sponsors, the volunteers – everybody works tirelessly to be able to put together key events like this that put Sundre on the map each and every year,” he said.
“I’m a little bit biased – I represent a lot of towns and a lot of places with rodeos – but I honestly believe outside of Ponoka, that the Sundre rodeo is the best; it’s certainly the best in the constituency,” he said.
Grant Doyle, brand owner of Buckle Vodka, which is the official vodka of the National Finals Rodeo, was among the sponsors who didn’t seem to hesitate about throwing in their support for Sundre’s rodeo.
“It’s not just so much about the money; it’s about the people,” Doyle told the Albertan just prior to the addresses in response to being asked what persuaded his company to sponsor the pro rodeo.
“People don’t sponsor things because they can throw money at it,” he said, adding it’s all about relationships.
This year’s 44th edition of the rodeo takes place this coming weekend, June 21-23.
With work that began last fall to clear out some trees as well as reseed and level the northwest corner of the grounds to expand the camping area, there will now also be that much more space to accommodate not only contestants but also spectators who come out with their RVs for the weekend.
And while rodeo fans can of course still expect to have available the option to pay cash at the gates, the association was also pleased to announce the brand new option to buy tickets online through a Calgary-based company called Showpass, said Scott Smith, vice-president.
Additionally, the association replaced this year its aging and fading street lamp banners that were done in 2013 with a brand new re-print featuring the same traditional design, but refreshened.
“It’s nice to see them bright, crisp and sharp-looking,” said Smith, adding the banners not only promote the pro rodeo but also add an aesthetic element that helps beautify the town.
As well, while the association appreciates not only sponsors but also fans who don’t hesitate to pay their admission fee, the board also aims to pay forward that spirit of generosity. In 2023, the association donated back into the community almost $16,300, he said.
The rodeo also has a substantial economic ripple effect throughout the community, with the municipality’s economic development department estimating spinoff spending in local businesses amounting to about $2 million.
