The Fort Worth Stock Show & Rodeo officially welcomed its new president, Matt Carter, who took charge during the organization’s premier event, which lasts for 23 days. The show features an array of activities, from livestock exhibitions and bull riding to carnival rides, contributing an estimated $115 million to the local economy. This year, the event is expected to attract over 1 million visitors if weather conditions remain favorable.
The Fort Worth Stock Show, a tradition that dates back 130 years, plays a significant role in showcasing the city’s Western heritage. Carter, at 48 years old, fills the shoes of a lineage of leaders that includes Bob Watt, who served from 1946 to 1977, and Brad Barnes, who held the presidency from 2010 until 2025. Notably, he is not related to Amon G. Carter, the influential publisher who popularized the city’s slogan, “Where the West Begins.”
Reflecting on his new role, Carter expressed both honor and apprehension. “It’s one of those things,” he stated. “You just can’t even imagine that it would be anybody else, much less you.” After discussions with his wife, Kathryn, Carter felt the decision to step into the president’s role was the right move.
Carter’s deep roots in ranching and farming stem from his upbringing in Dalhart, Texas, where his family operates agricultural interests. His connection to the stock show began when he attended as a child, and he later became a significant contributor, participating in the Junior Sale of Champions, which supports youth exhibitors.
Transforming the Stock Show Experience
Carter’s professional journey in finance and real estate led him to become involved in significant developments at the stock show, including the construction of Dickies Arena, a state-of-the-art facility that opened in 2019. This $540 million project, funded through a public-private partnership, aimed to enhance visitor experience and includes modern amenities not previously available.
Despite the increase in ticket prices, which now range from $30-$35, Carter emphasizes the importance of affordability for families. He expressed frustration regarding scalpers who inflate ticket prices, making it difficult for families to engage with Western culture. “It kind of makes you mad,” he said, highlighting the ongoing challenge faced by many organizations in controlling ticket resale markets.
While the stock show has historically been slow to embrace change, Carter announced several new additions for this year. A college rodeo will take place from February 2-4, sanctioned by the National Intercollegiate Rodeo Association, bringing together students from across Texas. Additionally, the ProRodeo Rookie Rally will offer rising competitors a chance to compete for a $150,000 purse, contributing to the growth of rodeo talent.
The historic Will Rogers Coliseum, which is nearly 90 years old, has also undergone a $50.5 million renovation. Improvements include updated electrical systems and upgraded facilities designed to enhance visitor comfort, particularly in response to patron feedback regarding restroom facilities.
Preserving Tradition While Innovating
Carter noted that while modernization is essential, maintaining the essence of the stock show is paramount. “This is the granddaddy of them all,” he remarked, drawing parallels between the coliseum and iconic sports venues like Fenway Park. He acknowledges the responsibility of preserving this heritage while adapting to contemporary needs.
Carter’s inaugural year as president comes at a time when interest in Western culture has surged, partly fueled by popular media. With shows like “Yellowstone” capturing public attention and rural land sales increasing, he sees a potential cultural shift that could benefit the stock show in the long run.
As preparations for the stock show continue, Carter remains focused on the core values of customer service and community engagement. He believes that fostering relationships with patrons, exhibitors, and competitors is essential for preserving the authenticity of Western heritage. “Our secret sauce is relationships,” he concluded, emphasizing the importance of personal interactions in a world increasingly reliant on technology.
Carter’s leadership signals a new chapter for the Fort Worth Stock Show & Rodeo, blending tradition with innovation while aiming to create an inclusive and memorable experience for all attendees.
