James Trawick had a dream three years ago: Bring his Hondo Rodeo Fest to Phoenix’s Chase Field.
He hesitated before pitching it to the D‑backs — a rodeo in a ballpark isn’t exactly a routine grounder — but the adage rang true. You don’t know until you ask, and this time, asking opened the door.
“The Diamondbacks gave us a chance,” he said. “I connected with Michael Hilburn [vice president, events and fan services] and he immediately saw the vision for what we were trying to create. He took it to their leader, and everybody decided to buy in — so the Hondo began.”
The Hondo Rodeo Fest charges into Chase Field from Friday, Nov. 13, to Sunday, Nov. 15, bringing cowboys and concerts.
“This is a momentous relationship for us,” Trawick said. “We pursued other markets, and nobody could really understand how we were going to package a rodeo and music together. To be honest, I’m sure the Diamondbacks didn’t quite see it clearly, either. But they trusted that we could pull it off.”
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Hilburn added, “Hondo Rodeo Fest has quickly become a signature event in downtown Phoenix, and we’re incredibly proud that it all started right here at Chase Field.
“Chase Field is known around the world as a baseball stadium, so it’s pretty incredible to see it completely transformed into a world-class rodeo arena for three days. From the rodeo and major country music acts to the street fair and everything in between, there’s truly something for everyone. That’s what makes this partnership so special — it showcases that Chase Field is so much more than a ballpark. It’s a place where we can bring people together for unique experiences, create new traditions and continue to make Downtown Phoenix a destination for incredible events.”
The rodeo-music hybrid attracts top athletes and musicians. This year’s performers are Tim McGraw and Miranda Lambert on Friday, Nov. 13; Blake Shelton and Turnpike Troubadours on Saturday, Nov. 14; and Parker McCullum and Lynyrd Skynyrd on Sunday, Nov. 15.
Trawick said that in 2025, Hondo Rodeo Fest fans from all 50 states and 23 countries watched the event.
The three-day rodeo festival has been called “transformative.” “From an economic impact standpoint, we are outpacing some of the other major sporting events like the Final Four,” he said. “We’re outpacing a UFC match by $4 million or $5 million.”
Trawick certainly understands the appeal.
“I competed in rodeo all the way through junior high, high school, college, professionally,” he said. “I realized pretty quick I didn’t have what it took to get to the top.”
Traditional rodeo is sprawling and unpredictable. Fans are often unaware of who’s competing until the chute opens.
“You’ll show up, and you don’t really know who’s going to be competing,” Trawick said. “Sometimes professionals rope in an empty stadium mid-morning. That was not acceptable for us.”
So, Hondo distilled the field: eight athletes per discipline, curated in advance.
“You know exactly what you’re getting every single ride, every single run — and it’s top-shelf stuff,” he said.
Then they added a $1 million purse. “That takes stakes to a new level,” he says. “It increases the level of competition dramatically.”
Arizona’s music identity is eclectic — country, willowy jangle rock, Americana, Latin and indie. Hondo leans into that mix.
“We don’t think we’re that special,” Trawick said. “If we like it, there’s probably a lot of other people out there that would like it.”
Since Hondo Rodeo Fest began, Nickelback, Treaty Oak Revival, Jason Aldean and Riley Green have hit the stage.
“They are just people who are interesting to us,” Trawick said.
“We feel like if it aligns as a package, and is something that we get excited about, there’s probably a lot of other people out there equally as excited.
“But we do a lot of homework. We try to pay attention to trends and to who we feel is on the rise. When we booked Riley Green last year to open for Jason Aldean, it was the perfect timing for Riley. It created this little perfect storm. Same with Treaty Oak Revival opening for Nickelback. They were both on a rocket ship in terms of their careers, and then for the headlining slots, you’ve got a catalog of No. 1 after No. 1, and it’s a big sing-along all night.”
Hondo has already expanded to New Orleans and will add Tampa next year. But Phoenix remains the anchor and birthplace.
“We are excited to come back to Arizona,” Trawick said. “We love producing the show.”
