Teton Ridge

The American Rodeo at AT&T Stadium


EVI partners with Teton Ridge to produce “The American”

Known worldwide as the Crown Jewel of rodeo and the Super Bowl of Western Sports, “The American” is a legendary event held annually at the iconic AT&T stadium, home of the NFL’s Dallas Cowboys.

The event brings together top professional athletes competing in the richest single day payout in all of rodeo. A true open-competition format, The American is the only major sporting event that gives amateur athletes a chance to compete against the sport’s greatest names.

Having recently acquired the event as the centerpiece of their western sports portfolio, Teton Ridge sought out the experiential and producing expertise of Executive Visions to help launch their "all new" brand and bring the 2022 American Rodeo experience to an unprecedented level. Within a highly compressed timeframe, an elite team of creative and technical professionals brought the project to realization under the visionary direction of Teton Ridge President, Emily Castel.

The event was enjoyed by 50,000 fans inside the stadium and by a nationwide audience via live broadcast on The Cowboy Channel and INSP network. Noted sports director Joe Loverro produced and directed the broadcast.

The World's Elite Rodeo Athletes Light it Up!

"God Bless America"...Medal of Honor Salute 

feat. Pia Toscano

"The American Rodeo" Super Halftime Spectacular

feat. Tim McGraw and Faith Hill

Experiential at it's Best

With Teton Ridge producing all aspects of the competition itself, The EVI Team took on a wide range of experiential producing responsibilities, including:

  • Strategic Design of Live Event Flow
  • Project Management of Experiential Elements
  • Stage Management of Live Event
  • Complete Technical Design, Implementation and Direction of Live Event
  • All Staging, Lighting, Sound, Pyro and Special Effects
  • Custom Stage with LED Floor and Sides 
  • Custom Content for LED Floor and Sides
  • Custom Content for LED Stadium Ribbons
  • Original Short Film as segue to Tim McGraw and Faith Hill Concert
  • Tim McGraw and Faith Hill Halftime Concert
  • Patriotic segment honoring Medal of Honor Recipients, featuring “God Bless America” performance by Pia Toscano
  • Event Still Photography 
  • Event Cinematic Motion Photography
  • Performing Artist Transportation, Hotel, Green Room and Catering Logistics

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