THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Saturday, September 17, 1994 TAG: 9409170309
SECTION: LOCAL PAGE: B1 EDITION: FINAL
SOURCE: BY GREG GOLDFARB, CORRESPONDENT
DATELINE: VIRGINIA BEACH LENGTH: Medium: 97 lines
Like the new wave of country artists who have blazed a trail to the top of the local music charts, rodeo is making a comeback in the commonwealth.
The 35-year-old Tidewater Western Riders are sponsoring the World Championship Rodeo this weekend at Princess Anne Park, marking the 13th contest to be held this year in Virginia for professional bronco busters and calf ropers.
Nine years ago only one professional rodeo was held anywhere in the state, according to the International Professional Rodeo Association, a nonprofit group based in Oklahoma City.
This weekend's event, which got under way Friday night, is the second to be held this season in Virginia Beach, where anywhere from 5,000 to 15,000 people are expected to plunk down $8 to $10 each to watch some fancy riding and roping by saddlemen from several states.
While the participants earn valuable points and a shot at prize money, proceeds from the event will benefit the Children's Hospital of The King's Daughters.
Telethon and special events coordinator Karen S. Gershman admits that when the hospital was first approached by event organizers about the tie-in, there were some concerns, mostly because it was unfamiliar territory.
``There were some eyebrows, I think, that could be raised with animal rights activists,'' Gershman said. ``But they came to us with the premise that they really wanted to help children. They really care about the kids here.''
Seven years and $50,000 later, any doubt about how much the Tidewater Western Riders cares about children, and animals, has been dispelled.
``The rodeo is very important to us,'' Gershman said. ``They are clearly well-organized. There is clearly interest in the event, and it just grows and grows.''
Some of the seats at this weekend's event are reserved for former patients, their families and friends of the hospital, courtesy of rodeo organizers, who expect to raise between $25,000 and $30,000 for the hospital.
``We can do that easily,'' said Gene Snow, president of Tidewater Western Riders. ``The fans come out rain or shine. They are the true heroes of the show.''
Many factors have fed the increasing popularity of rodeos and the whole idea of ``country living,'' said Lisa Craddock, national media director for the International Professional Rodeo Association, which produces and promotes more than 500 rodeos a year in 41 states.
A major reason, she said, is the rise to superstar status of country musicians such as Garth Brooks and Reba McEntire. Country music in the 1990s, particularly ``New Country,'' which is heavily influenced by contemporary rock 'n' roll strains, is being better packaged and promoted on television, Craddock said.
In addition, country music and cowboys, and the public's image of the two, have been transformed as more mainstream and family-oriented, thanks to movies like ``Urban Cowboy,'' ``8 1/2 Seconds'' and ``City Slickers.''
``Everyone right now is intrigued with the mystique of the cowboy,'' Craddock said. ``People are recognizing rodeos as sport and as entertainment.''
As entertainment, ``New Country'' is challenging rock 'n' roll as Hampton Road's music of choice.
Billy Douthat, president of Whisper Consultants in Virginia Beach, spent much of the 1970s and 1980s promoting and producing rock and pop concerts at concert halls across the state, and on college and university campuses.
Now Douthat spends more time promoting ``New Country'' than he does rock, averaging about 30 to 40 concerts a year, and staging them in Newport News and Virginia Beach nightclubs. Willett Hall in Portsmouth and Little Creek Naval Amphibious Base also have been the venue of successful shows, Douthat said.
``I think it's here for a while,'' Douthat said. ``Country is here because there are a lot of kids, teens and younger, listening to `New Country.' You see parents at the concerts with their kids.''
Mare Carmody, music director and midday deejay at Eagle 97, which is helping sponsor the rodeo, also has a mainstream musical background.
At 35, she's already spent 14 years working in the local radio market, including the last four playing country. She couldn't be happier and sees nothing but happy trails ahead for country music, rodeos and their fans.
``It's always been pretty important in this area, but it's grown dramatically,'' Carmody said. ``There's still a lot of twang in country music, but it still seized the ears of the general public.''
While the stars of the country music scene perform on stage, the stars of the rodeo strut their skills in the ring.
``Cowboys aren't on a contract,'' Craddock said. ``Theirs is one of the last true sports.''
Snow agrees that country performers, whether on stage or in the arena, are special.
``Rodeo, I think, is here to stay,'' he said. ``I don't think you'll ever see it die. It's the size of the heart of the performers. There's not a rodeo cowboy out there that doesn't respect the children.'' ILLUSTRATION: Color staff photo by CHARLIE MEADS/
Tammy Treadway of Laurens, S.C., bathes Spot, the flag carrier,
before the Tidewater Western Riders' World Championship Rodeo on
Friday night.
by CNB