TAYLOR NAMED PRCA CEO
The Professional Rodeo Cowboys Association has named George Taylor its Chief Executive Officer.
Taylor is a former executive with Caterpillar, where he was most recently a company officer and vice president with responsibility for the Marketing & Digital Division. Taylor takes over for Karl Stressman, who retired as PRCA Commissioner after nine years at the helm. Taylor began his job as PRCA’s CEO on Jan. 22.
“I’m honored and humbled to have the opportunity to lead an organization with the history and the brand recognition of the PRCA,” Taylor said. “It’s a dream for me to be involved and I couldn’t be more excited about the future potential for our membership and the PRCA team.”
Over his 19 years with Caterpillar, Taylor, 56, also served as Chief Marketing Officer and President of Caterpillar Venture Capital, where he and his team drove enterprise brand, innovation and digital transformations for the industryleading Fortune 50 Company.
“If he’s that successful, like with Caterpillar, if he can bring marketing to our sport, and market our sport better, so to say, and bring more money to the table— we’re excited,” team roping event representative Manny Egusquiza said. “Time moves, and we have to make different decisions, I’m interested to see what’s in store for the next few years.”
Before working for Caterpillar, Taylor had extensive executive experience with IBM. He holds an M.B.A. from the University of Illinois and a B.S. in Computer Science from Illinois State University.
“I have had the opportunity to work for two iconic global companies during my career and I believe the PRCA is yet
another example of an iconic organization representing the best in the sports and entertainment industry,” Taylor said.
The board selected Taylor out of a pool of three final applicants after interviewing them in Denver this December, outgoing board member Bret Tonozzi said.
“I got to sit down with three of them,” Tonozzi said. “They had a small committee that went through a big long process, and then they brought us in to Denver to listen to the last three. I liked him the best. He’s not arrogant, but he’s confident. He’s just a good person. You can tell he’s a good family person. If something comes up about committees, there’s a council for it. If it comes up about bull riding, they have directors and event reps. Same way in every event. There are people set in place to help him with rodeo.”
Among his early goals, Taylor wants to hear from PRCA members.
“First of all, I am going to spend time listening to the membership of the PRCA and the staff to prioritize initiatives that will move us forward,” Taylor said. “Secondly, I think that we need to physically and digitally innovate both the customer and member experiences. We have to keep advancing our sport to drive fan and membership engagement. Leveraging digital technologies and rodeo content will be an important aspect of that. Lastly, PRCA needs to continue to expand rodeo’s reach to increase our fan base and deliver the Western lifestyle experience around the globe. In the end, it’s about continuing to grow revenue and the PRCA ProRodeo brand for the benefit of its members.”
Tonozzi hopes Taylor spends his time listening to cowboys at all levels and em- phasized that Taylor needs to make helping to tier rodeo an early priority.
“I want him to try to help the circuit guys,” Tonozzi said. “Right now they’ve gone away from the circuit cowboys, and right now there are some things they could change to make it better for the circuit guys if they will. They better, or they’ll lose membership. A lot of things they’ve put in place are running the circuit guys off. The All-American Finals in Waco has the top 30 guys in the association going to 30 rodeos adding less than $5,000. That doesn’t make sense, but they’re doing it to get to the All-American to make it count. They have a way to fix it. Now you have these guys going to 30 rodeos they don’t usually go to and they’re running guys off. Now it’s no fun for the circuit guys anymore. The PRCA is helping the amateur rodeo associations, pushing guys to them.”
GEORGE TAYLOR IS NAMED THE CHIEF EXECUTIVE OFFICER OF THE PROFESSIONAL RODEO COWBOYS ASSOCIATION.