Sikeston businesses benefit from rodeo

SIKESTON, Mo. -- Hotels book up months before the annual Sikeston Jaycee Bootheel Rodeo.

As rodeo week arrives, longer-than-usual lines form outside of local eateries and retailers get a boost from the event that draws old and new fans to the area.

"We, as a community, are very grateful the Jaycees put on the rodeo each year. It's a tremendous economic impact -- from purchasing items, buying gas and food, and staying in the hotels in the community," said Missy Marshall, executive director of the Sikeston Area Chamber of Commerce.

The rodeo attracts more than 40,000 people to Sikeston. According to a study conducted about five years ago by Sikeston-Miner Convention and Visitors Bureau, the rodeo's direct economic effect on the region, which includes Sikeston, Cape Girardeau and surrounding communities, was in excess of $8.5 million per year.

Carla Norman, general manager of Drury Inn and Pear Tree Inn in Sikeston, said the hotels have been booked since January.

"Normally, we start taking reservations around Oct. 1 because we want to make sure we have the right dates of the rodeo," Norman said. "We're normally full for the rodeo. Families come the whole week and make a vacation out of it. We have some of the same people come every year. They usually will book on midnight on that Oct. 1 because they want to get their rooms."

Norman estimated business picks up at least 70 percent and probably more during rodeo week.

"Rodeo [week] is like a holiday," Norman said, comparing the event to the hotel's other busiest times, Independence Day and Labor Day.

Norman said guests who stay in Sikeston for the week take advantage of the local attractions such as the Sikeston Depot Museum and other activities taking place.

"They shop. They go to the outlet mall and a lot of them go to Cape. If they come for the week, they'll go every night to the rodeo. They save up for this, and it's their vacation," Norman said.

Jerry Johnson, general manager of Lambert's Cafe, said rodeo week is the restaurant's second busiest week of the year, with sales increasing about 5 to 10 percent from normal.

"It's usually an enjoyable time, and visitors are always in a good frame of mind," Johnson said.

Friday and Saturday are typically the busiest days of the week, Johnson said.

"Sikeston Factory Outlet Stores couldn't be more delighted to have the Jaycee Bootheel Rodeo right here in our own backyard. It's fabulous for business and generates lots of sales, sales tax and employment right here in town," said Chuck Devers, manager at the factory outlet and co-owner. "Our stores pay more than a million dollars a year into local sales tax, and that's just fantastic for this community."

Devers said traffic is up about 12 percent over the last year at the outlet mall.

"That's an incredible achievement in this day of $4 [a gallon] gas," Devers said. "We love being a part of this community and doing what we can to bring growth and opportunity to this town and all of our great citizens. [The] rodeo is a great catalyst to make that possible."

Nicole Gardner, manager of VF Factory Outlet, agreed.

"Rodeo weekend is one of our largest weekends of the year for sales. We usually generate more sales for this one weekend than Thanksgiving weekend sales," Gardner said.

During the rodeo, the store increases its volume by 100 percent compared to an average week during the year. VF's corporate office even sends more western-style clothing during the week of the rodeo, Gardener said.

Marshall noted the money spent in Sikeston during the rodeo rolls over many times, and the economic effect carries on more than that one purchase.

"It's a big impact for us and a much needed impact every year," Marshall said. "It's an economic boost we can count on every year -- there are not many community that can say that."