By Jeff Bugher
6/15/2024
“You guys did a great job tonight… let’s speed some things up tomorrow night…I want the crowd to be electric and loud.” That was College National Finals Rodeo (CNFR) and National Intercollegiate Rodeo Association (NIRA) Commissioner Jim Dewey Brown’s words to his team during Friday night’s post-production meeting following the final third go-round performance. Standing tall in a sport jacket, jeans, and cowboy hat, with a confident grin, Brown exemplifies energy and leadership, effortlessly commanding a room from the moment he enters.
Jim is an influential figure in the rodeo world who has had an extensive and varied career, from competing to coaching, and since 2022, has been leading as the Commissioner of the College National Finals Rodeo (CNFR). His journey offers a fascinating insight into the world of rodeo, leadership, and community engagement. 2024 marks the 25th year that the CNFR has been held in Casper, Wyoming.
From Competitor, Coach, to Commissioner
Brown competed for Tarleton State University in Stephenville, TX . "I qualified in '99 and 2000 for the CNFR," he recalled. "The first year was actually in this building, and the second year was down in the arena at the fairgrounds. The following year, I was here as an assistant coach."
Jim reflected on his transition from competitor to coach, he said, "I graduated in 2000 with my bachelor's and stayed on to get my master's until 2002. During that time, I served as the assistant rodeo coach and grad assistant for Bob Doughty at Tarleton. In 2002, I moved to New Mexico State as the head coach, where I remained for 13 and a half years." He proudly shared that he coached numerous CNFR champions during his tenure at New Mexico State:
Brown’s roles didn't stop at coaching. He also took on the role of production manager for the CNFR, overseeing various aspects of the rodeo's operation from 2000 until 2009. "When John Smith became the commissioner in 2000-2009, then when Roger Walters took over, I became the arena director under him until 2021. In January of 2022, Brown was introduced as the newest commissioner of the NIRA and the CNFR. “Now, as Commissioner, I have a team of three arena directors handling different aspects of the events," Jim said.
Brown has a comprehensive “lead by example” and energetic leadership style. While we waited to interview him following the production meeting on Friday night, Jim was in the NIRA office under the arena sorting t-shirts and throwing away boxes. He wasn’t leaving that job for an intern or someone lower on the totem pole. "My philosophy is if you're too big for the little job, you're too little for the big job," he explained. "I've always believed in doing whatever it takes, from scrubbing toilets to running the show."
Growth of the CNFR
“We have less than 750 tickets left for Championship Saturday,” a staff member said during Friday night’s post-production meeting. A sign of the growth that the CNFR has seen over the last several years.
Editor's note: The Saturday championship round sold out after this article was published.
The CNFR has seen remarkable growth under his leadership, especially post-COVID. "Since COVID, we've seen a drastic rise in attendance and money spent," he noted. "In 2012, we shattered attendance and financial records, and we've continued to shatter records every year since. The event has grown fourfold since then," Brown said.
This growth speaks to the event's establishment and Casper, Wyoming's support. "We're contracted through 2027, and we continue to see sustained growth. I’d like to see the 50th year celebrated here, which would also mark the 100th year for the National Intercollegiate Rodeo Association (NIRA)."
The Casper, Wyo. Community Support
One key element contributing to the CNFR's success is the support from the Casper community. "Casper is a home away from home for me," Brown said. The local committee organizes everything, with sponsors and volunteers playing a crucial role. The community embraces us when we come in June."
Casper is Brown’s home away from home. He spends 21 days per year here. Jim arrives in Casper at the end of May and stays through the completion of the CNFR. Additionally, he flies into Casper once a month for nine months. “I usually fly in on a Sunday, and I fly out on a Tuesday for our local committee meetings where we basically organize everything; we've got sponsors and all the ins and outs and the bits and pieces of what this rodeo is.”
He also praised the CNFR contestants' behavior: "Our contestants are upstanding kids. We haven't had much negativity, which is a testament to what we bring to the town and the community."
Further emphasizing the community’s role, he shared, "It's the community that does it. Volunteers put this together, and when we come in June, we converge and make this place our home."
Into the Future
There has been some local speculation over the last several years that the CNFR could move to a location such as Vegas, but Brown quickly squashed those rumors, "There was a lot of local chatter, but I don't think there was a real question about moving. The energy and support we get here in Casper are unmatched."
"Could you imagine 18 to 22-year-olds in Vegas? For them (Vegas), it would be just another event. Here in Casper, the local crowd makes the event electric. The fans bring up the energy and bring down the house."
Brown touched on the potential for further growth and sustainability. "If we continue to see sustained growth, there's no reason to move. Under my watch, I don't want to start over somewhere else."
The Patch Program: Name Image and Likeness (NIL) Equivalent
The conversation also ventured into sponsorships and brands' involvement in college rodeo. "We already have sponsorships through what we call the Patch Program," Brown explained. Students can wear sponsors and be sponsored by companies, with a slight fee going to the national office."
Jim continued, "We don't want competing sponsors branded on these kids' clothes, but we do have a system in place that allows them to benefit from sponsorships."
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