Is RodeoHouston going mainstream? NYC announcement sparks backlash back home

HOUSTON – It looks like RodeoHouston may be trading boots for billboards, at least for a moment.

Ahead of the highly anticipated 2026 entertainment lineup release on Thursday, the Houston Livestock Show and Rodeo made a surprise announcement in an unexpected place: Times Square in New York City.

• 2026 Rodeo Houston entertainer lineup to be revealed on Thursday

On Wednesday, Country star Russell Dickerson was revealed as the second entertainer for RodeoHouston 2026, set to take the NRG Stadium stage on March 5, 2026.

Cody Johnson along with special guests Jon Pardi and Randy Houser were previously announced for a performance on March 22, 2026.

Dickerson even performed live in Times Square as part of the pop-up moment, marking the first time the iconic Houston event kicked off its lineup rollout outside of Texas.

RodeoHouston says the New York City announcement reflects a push to expand into a global market and elevate the event’s cultural relevance. Officials say New York offers a powerful platform to reach national and international audiences, spark broader conversations, and ultimately drive economic impact and scholarship growth back to Houston.

And while the move grabbed national attention, it also stirred up strong reactions from Houstonians, especially longtime rodeo-goers who felt the announcement missed the mark.

“The Big Apple? For our rodeo?” many locals seemed to ask.

On social media, the confusion and frustration was immediate.

“No shade to Russell at all,” one commenter wrote. “Why go to NYC for this announcement? That was a choice…”

Others questioned what New York has to do with a Texas tradition rooted in agriculture, Western heritage, and Houston pride.

“What does NY have to do with rodeo?” another comment read.

Some fans worried the move signaled a shift away from the rodeo’s roots.

“This is less about glitz and glamour,” one post said. “It’s about proud, hardworking people. This announcement could’ve been done in Texas, where people would actually care.”

Another commenter pointed to rising costs and accessibility concerns, suggesting the money spent on the New York pop-up could have gone toward improving the rodeo experience at home, like transportation or ADA upgrades.

But not everyone was upset.

Some defended the decision, saying the rodeo is thinking bigger, and playing the long game.

One supporter framed the NYC moment as cultural outreach, noting that rodeo faces opposition in major cities like New York, Los Angeles, and San Diego, where animal-rights activists have pushed to ban the sport altogether.

The idea, they argued, isn’t about luring New Yorkers to Houston, but about changing perceptions of rodeo as a sport, a culture, and a way of life.

Others saw it as a bold move.

“This is perfect for Houston,” one commenter wrote. “A passive-aggressive middle finger to NYC that hates HOU.”

Behind the scenes, RodeoHouston leadership has made it clear the goal is broader recognition, positioning the Houston Livestock Show and Rodeo as more than a regional event, but a destination experience with national and global relevance.

The push to “go mainstream” is about telling a bigger story: youth education, agriculture, scholarships, Western heritage, and world-class entertainment, all things the rodeo says set it apart from anything else in the country.

Still, for many locals, the question remains: Can RodeoHouston grow nationally without losing the heart of what made it special in the first place?

As the rest of the 2026 entertainment lineup rolls out, and as the rodeo inches closer to its March return, one thing is clear: whether you loved it or hated it, the Times Square moment got people talking.