Onstage company
Documented collaborators
Founded in 2000, the Coors Cowboy Club (CCC) brings together a lineage of ranch tradition, community philanthropy, and high-stakes competition. Originating as Coors Ranch Rodeo (1987–2007) and evolving under CCC leadership, this is a western heritage event focused on authentic ranch skills and real competition, not a music act. Based at the Amarillo National Center (Tri-State Fairgrounds) in Amarillo, Texas, CCC celebrates ranching culture with live rodeo action, historical exhibition, and charitable efforts that benefit local communities.