Salt Lake Tribune, The (UT)
Date: September 11, 2004

From an article in the Salt Lake Tribune

Date: September 11, 2004
Section: Utah
Edition: Final
Page: B6

Rodeo announcer works to sell his sport

Loudspeaker support: The riders appreciate the constant talking that helps get casual fans involved.
Kurt Kragthorpe The Salt Lake Tribune

Chad Nicholson talks almost nonstop for 2½ hours. Knowing the rodeo is attracting casual fans during the Utah State Fair, the announcer explains how the events work, introduces -- and encourages -- the contestants, interprets the scores and makes editorial comments, all in the interest of promoting the sport.

The cowboys appreciate the loudspeaker support. "It's good to know somebody's wanting you to do good," said Sam Mackenzie, a saddle bronco rider from Oregon. "I know this: A good announcer can make or break a rodeo."

And Nicholson? "Yeah, he's good," Mackenzie said. "Who is he?"
A Texan who lives in central California, Nicholson has worked the rodeo circuit for 15 years. Nicholson is 36; he sounds much older and looks much younger.

The fair's spectator-sports offerings -- a four-night rodeo, a program of exclusively bull riding and a demolition derby -- are free with fair admission. So the rodeo tends to draw curious onlookers, walking in and out of the arena. Opening-day fair patrons could choose among the likes of a classical music recital, the Miss Utah State Fair competition, bear and reptile shows, and the rodeo's calf-roping and steer-wrestling events, all at about the same time.

The 4,000 seats remained fairly full on a rotating basis Thursday. That's not surprising, considering the rodeo is free and it costs 50 cents just to look at Hercules the Giant Horse, who's behind a curtain in a booth.
"You get all walks of life," said Nicholson, who's in his eighth year of working the State Fair. "We have created new rodeo fans. They're into it -- that makes me proud."

Knowing he's not preaching to a crowd that came expressly to watch a rodeo, Nicholson is conscious of explaining things.

"My job is to sell the sport," he said.
An ex-Marine and former rodeo contestant, he uses his forum to promote his country -- "If it's not American, don't you buy it," he announced -- and rodeo as a pure, American sport that pays tribute to old-time ranching and treats animals responsibly.

Should any protesters wander over from trying to win a stuffed animal on the midway, Nicholson has made a pre-emptive strike: "I'm just amazed at uninformed individuals out there that continue to mislead people about our industry."

County and state fairs are common venues for rodeos, although the contestants usually pay little regard to what's going on outside the arena. One exception: "There's a couple [rodeos] in California that are pretty weird atmospheres," said Josh Mackenzie, Sam's cousin and another saddle bronco rider. "Biker shows . . . Rodeo guys have to kind of sneak in and sneak out without getting in a fight."

That's not an issue in the rodeoers' corner of the Utah State Fairpark. The crowd is reserved, though, unlike in the East where "they cheer for everybody," Josh Mackenzie said. "Out here, people are more knowledgeable. They might not cheer if you don't do good."

Nicholson encouraged the fans to do just that, reminding them that cowboys are paid only for top performances.

"Empty loops mean empty pockets," he announced during the calf roping. "Send him back to Price with fond memories."

Thursday's performance was marked by missed ropes, short bull rides and stubborn steers. Prominent Utah cowboys such as Blue Stone and Brock Andrus were scheduled to compete on subsequent nights, but Nicholson was not dogging the less-experienced contestants or unresponsive stock.

"It's been a weird night at the rodeo," he announced unapologetically. "There's no doubt about it."
Caption: Cowboy Andy Martinez of Roggen, Colo., rides "Buckskin Bill," scoring an 81 in bareback riding during the first night of the PRCA Rodeo at the Utah State Fair.
Paul Fraughton/The Salt Lake Tribune.

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