Carnival & Fair News

The 2026 Fort Worth Stock Show & Rodeo (FWSSR) arrived with several major attractions. Its 90-year-old Will Rogers Coliseum reopened after a $50.5 million renovation that modernized the facility while preserving its historic 1936 Art Deco design. The rodeo also debuted two new competition formats: the PRORODEO Rookie Rally and the Collegiate Rodeo Finals.

But Mother Nature intervened. Five consecutive days of cold rain, sleet, and snow disrupted the event, cutting midway and food revenue and forcing the cancellation of the Auditorium Entertainment Series.

“There are always challenges organizing and executing a public event on the magnitude of the Fort Worth Stock Show & Rodeo,” said Matt Brockman, communications manager for FWSSR. “Weather proved the most difficult this year. But between our traditional events, new rodeo formats, the Will Rogers Coliseum renovation, and the dedication of our staff and volunteers, the 2026 FWSSR was still a success.”

The winter blast, however, dampened attendance and spending.



“Unlike 2025, we experienced five days of adverse weather,” Brockman said. “The effects lingered for several more days, and attendance didn't return to normal until the final five days of the show.”

What normally feels like Texas instead resembled New England, keeping many potential visitors at home. Attendance reached 1,012,925, a decline of 250,995 from the previous year. Roughly 195,000 of those lost attendees were tied directly to the five-day winter stretch.

“The storm's impact was significant because it occurred during what is typically one of our highest-attendance weekends,” Brockman said. “Sleet began accumulating Friday, January 23. Freezing rain continued sporadically for about 36 hours, ending midday Sunday. Temperatures remained below freezing for 58 consecutive hours, and surfaces didn't begin thawing until Tuesday when temperatures finally rose above 32°F.”

Always a Perfect Fit

For 2026, Brockman's marketing team focused on reinforcing the event's welcoming, family-friendly atmosphere. Their message was captured in the campaign tagline: Always a Perfect Fit.

“Our goal was to communicate that FWSSR is a place where everyone can feel comfortable and have fun,” Brockman said. “It's where people gather with friends to enjoy time-honored traditions and discover something new in a city where ‘y'all means all.'”

A central element of the campaign was a stronger social media strategy designed to highlight the full Stock Show experience.

“In 2026 we expanded our social media approach to better reflect everything happening across the grounds,” Brockman said. “We emphasized short-form video, particularly reels, to show moments beyond the arena, guests enjoying the midway, shopping, and exploring attractions that make the Stock Show unique. At the same time, we continued promoting arena action and livestock competitions in real time.”

The strategy also focused on timing.



“Our content schedule aligned with peak engagement periods during the event,” Brockman said. “That helped us reach not only potential attendees, but also industry professionals and fans across the country who follow the Stock Show through social media. Increasing both the volume and variety of content allowed us to deliver more timely and engaging coverage than in previous years.”

FWSSR also continued expanding its presence on TikTok.

“TikTok remains an important platform for sharing video that captures the energy, traditions, and memorable moments of the event,” Brockman said.

Spending and the Weather Factor

Despite modest increases in food and merchandise prices, inflation did not appear to significantly weaken demand.

“The North Texas economy continues to grow,” Brockman said. “Vendors seemed pleased with their results despite the weather, and attendee attitudes haven't changed much from last year.”

Still, spending was somewhat softer than in 2025.

Steve Coburn of Coburn Catering, whose company operates about 50 food stands with subcontractors across the grounds, noticed a tightening of purse strings. The winter storm's timing delivered the biggest blow.



“It was rough,” Coburn said. “There were still people here because the cattle exhibitors had already arrived, so we had a captive audience. But when there's ice on the ground, people in Texas stay home.”

Coburn also experienced a sharp drop in catering events. His company supplies everything from coffee service to full meals for private parties and group-ticket events during the 17-day show. When the storm arrived, many of those gatherings were canceled.

He estimates catering business fell about 80 percent compared with 2025.

State Fair Hangover

Rising food costs forced vendors to raise prices as well.

“I had to increase prices, which happened at fairs all last year,” Coburn said. “Overall, though, business has slowed down. People are watching their spending.”
Although Coburn does not operate at the State Fair of Texas, many of his subcontractors do. That event experienced declining attendance and spending during the government shutdown, with organizers attributing the downturn to economic uncertainty.

Coburn believes those conditions may have carried over.

“Judging by how far we were down from expectations, I think we experienced what I call a ‘State Fair hangover,'” he said. “Spending dropped at the fair because of the economy, and people may still feel cautious. Some skipped the Stock Show, and others complained about higher prices.”

When the weather improved, however, crowds returned.

“When it warmed up we had good crowds and sold plenty of food and beer,” Coburn said.

Food Trends on the Grounds

One noticeable change involved what vendors were not selling. Coburn did not book any extreme-frying vendors this year.
“I'm hoping the era of fried everything, fried Oreos, fried sticks of butter, is over,” he said.

Instead, traditional fare performed well. An Oklahoma vendor selling oversized burritos and tacos drew strong crowds, as did stands selling hand-decorated cookies.
“People wanted good, wholesome food at fair prices,” Coburn said. “If they saw value, it sold.”

Another surprise hit was a fried catfish stand.

“They had lines constantly,” he said. “Last year the food was good but the stand looked worn down. This year he rebuilt it and the presentation looked great. Same food, but the new stand made a big difference.”

Midway Challenges

The prolonged cold had the greatest impact on the midway. Even when precipitation stopped, temperatures remained uncomfortable.
According to Mary Talley of Talley Amusements, the 2026 FWSSR was a difficult run.

“It was too cold,” she said. “We lost five days.”

The midway featured 50 rides. New attractions included Pirate Jets and Bumper Boats, while the Giant Wheel led ride grosses.

Despite the weather challenges, the Fort Worth Stock Show & Rodeo remains a major driver of regional economic activity.

“FWSSR leadership maintains a strong relationship with the City of Fort Worth's staff and elected officials, including Mayor Mattie Parker and the city council,” Brockman said. “We share a commitment to maintaining and expanding the city-owned Will Rogers Memorial Center.”

Facility improvements are typically carried out through a public-private partnership between the city and FWSSR.

“These projects involve collaborative design, planning, and funding,” Brockman said. “The result is first-class facilities not only for the annual Stock Show, but for other public events that bring competitors, exhibitors, and visitors from across Texas and the nation.”

Brockman also noted the broader cultural appeal of rodeo.

“Rodeo, farming, ranching, and the people who live those lives provide powerful stories,” he said. “Their experiences reflect determination, challenges, hopes, and perseverance. Whether through music, film, photography, television, or live events, people everywhere connect with the lifestyle rodeos represent.”