The Fort Worth Stock Show & Rodeo is a key staple of Fort Worth culture. The event was first held in 1896 and is one of the most famous rodeos in Texas. It has thus moved from its original home in the Cowtown Coliseum to the Will Rogers Coliseum and now takes place annually in Dickies Arena. It is a must-attend event in Cowtown. However, you might not know that this event has strong FWCD connections.
In 2023, Matt Carter was appointed as the General Manager of the event and in 2025 was also elected as president. Carter has two Falcon sons, Chappell Carter ’25 and Price Carter ’26. The job of general manager entails directing all day-to-day operations, and in Matt Carter’s own words, he’s “responsible for pretty much everything the Stock Show and Rodeo does.”
That is undoubtedly a large task. Each year the event has more than 1.2 million visitors over the 23 days during which it takes place. The rodeo events are the most iconic part of the FWSSR, and $1.5 million is awarded to athletes in the FWSSR Pro Rodeo tournament. These feature events such as bull riding, bareback riding, steer wrestling, and many more. While the rodeo events are iconic, this organization is also involved with many other events. They also hold a high school barbeque competition, a wine competition, and much more. This adds to a total of 15 youth competitions and scholarship programs. The sheer number of events displays just how much is going on behind the scenes.
“Managing [the rodeo] has helped me learn… well, patience,” Matt Carter said. “It’s a big organization. It has lots of tradition. It has lots of volunteers. It has a lot going on. You can’t just change things on a whim. Change takes time.”
It’s proven to be a whole different experience for Carter being behind the scenes at the Rodeo. “I feel like I grew up in the agriculture industry, but I feel like I’ve learned a whole other side of it,” Carter said. “I didn’t have to really deal with the PRCA (the Professional Rodeo Cowboys Association) or livestock breed associations until I got into this role. You just see so many different sides of it.”
The event is extremely popular across the entire Fort Worth community, including FWCD. Many FWCD students head over to Dickies Arena every year to watch the event. Some students are involved with the FWSSR outside of the rodeo events, participating in some of the FWSSR’s many volunteer opportunities and competitions.
“I helped volunteer to make bags for public school students with a free admissions ticket and coloring books, and it felt good to help the kids,” Andy Harrington ’28 said. “I think it’s super cool that [Mr. Carter] runs the rodeo, and I think he does a good job making a great atmosphere.”
FWCD students strongly expressed their enjoyment of the event.
“My favorite part was getting to see all the different riders with different backgrounds,” Cotton Dull ’28 said.
Carter ensures guests that everybody is welcome at his event.
“Whether they decide to go to the Rodeo and see how we celebrate Western heritage, or they decide to go learn something about agriculture in the barns, or they just wanna have fun at the carnival or in the exhibit hall looking at the different vendors, I hope they realize that everybody’s welcome every day,” Matt Carter said. “At the same time they can experience the Western heritage and that frontier spirit that makes Fort Worth a great place to live.”
Carter also wants to stress the importance of learning at the event.
“Humans have four basic needs: food, water, shelter, and clothing,” he said. “All of those are ag-based. And the farther people get away from that, the more they take it for granted. [The FWSSR] is a place people can hopefully learn about where their food comes from or where the fiber in their clothes comes from.
“No offense to any young people today, but I doubt many of them have ever milked a cow,” Matt Carter said. “They just look in the fridge and the milk is there. And sometimes that makes it easy to take it for granted.”
It’s important to take a step back and appreciate your blessings. While also providing great entertainment and a showcase of western heritage, the FWSSR also gives visitors a greater appreciation for the hard work of farmers and livestock workers who provide us with everyday necessities. So maybe next time you take the milk out of your fridge, you will think of the farmers that put it in the carton and the Fort Worth Stock Show and Rodeo.
If you want to participate in any of the FWSSR’s volunteer opportunities and competitions, visit www.FWSSR.com for more info.
