SALINAS VALLEY — California Rodeo Salinas generated $21.8 million in total economic output for Monterey County in 2025, according to a newly released Economic, Fiscal and Social Impact Analysis.
The report, conducted by Beacon Economics, found the California Rodeo Salinas and Salinas Sports Complex supported 93 local jobs, generated $6.6 million in labor income and produced more than $2.4 million in tax revenue for public services.
The total economic output compares with $18 million in the last economic impact study conducted in 2014.
“California Rodeo Salinas has always been about bringing the community together, but it’s also clear that what we do has a meaningful impact on the local economy,” said Barbara Causley, Salinas Sports Complex general manager. “From tourism and hospitality to local vendors and nonprofits, this event touches so many parts of our community.”
The study estimated about $17 million in direct local spending tied to rodeo-related activity. Nearly 90,000 people attended events in 2025, with more than 70% coming from outside the area. Those visitors spent an average of $161 per person per day, according to the report.
The analysis also measured indirect economic impacts as spending circulated through the local economy.
California Rodeo Salinas, a not-for-profit organization, distributed about $850,000 in 2025 to more than 40 nonprofits, schools and service groups. It also supported scholarships and youth programs. More than 1,400 volunteers, including hundreds of students, contribute thousands of hours each year to support rodeo operations.
“The Rodeo’s impact goes far beyond dollars,” Causley said. “It’s about community pride, tradition and giving back.”
Salinas Sports Complex hosts more than 550 events annually, extending economic activity beyond the rodeo’s main summer events.
The full report is available at carodeo.com/p/about-us/community/economic-impact.
The 116th California Rodeo Salinas will take place July 16-19 at the Salinas Sports Complex.
