Amarillo secures three-year Miss Rodeo Texas pageant hosting deal

Hosting the Miss Rodeo Texas Pageant for Three Years

Amarillo is set to host the Miss Rodeo Texas Pageant for the next three years, starting in 2026. This decision marks a significant shift for one of the state’s most prestigious rodeo queen competitions. City leaders believe that Amarillo perfectly encapsulates Texas’ Western heritage and will help elevate the city’s tourism appeal.

At a press conference on September 18, Nikki Woodward, the state director for Miss Rodeo Texas, revealed that the 2026 pageant will take place from June 16 to June 20. The events will also be held in 2027 and 2028. The main activities will be centered at the Embassy Suites Amarillo Downtown, while the horsemanship competition will occur inside the fully enclosed Amarillo National Center at the Tri-State Fairgrounds.

Woodward explained that this move comes after three decades in San Antonio and a one-year stop in Denton. The decision was influenced by renovations in San Antonio and the 2026 FIFA World Cup in the Dallas–Fort Worth area, which created hotel and scheduling conflicts. “San Antonio will always be home — our headquarters remain there — but we realized we’re a state organization,” she said. “Why not move it around the state and share this event with more Texans?”

Facilities and Fit

Amarillo provided the perfect setting for the pageant, offering both large-scale facilities and attention to detail. “We need a covered arena because Texas summers bring all kinds of weather,” Woodward said. “The Amarillo National Center is top-notch and completely enclosed — perfect for keeping queen hair and hats in place.” She added that the downtown hotels, nearby airport, and walkable layout make logistics easy for contestants and spectators.

The Amarillo National Center will host the pageant’s signature horsemanship competition, where each contestant rides a randomly drawn horse rather than her own. They must execute a series of maneuvers for the judges, testing their skill and poise.

Economic and Tourism Impact

Kashion Smith, executive director of Visit Amarillo, highlighted the economic benefits of hosting the pageant. The event aligns with the city’s post-pandemic strategy of attracting Western-themed conventions that stay for multiple years. June already draws group tours and leisure travelers for the Route 66 Festival and Coors Ranch Rodeo, and Smith expects hotels to be “completely full” when the pageant arrives.

“This event hits every mark for us,” Smith said. “It lines up perfectly with the Route 66 Festival and Coors Ranch Rodeo, and we’ll be bragging about hosting them all three years. Even if the pageant moves again, the relationships we build will help us grow other rodeo events.”

Smith noted that negotiations, which often take years, came together in weeks because “it was such a natural fit.”

A Test of Skill and Poise

The Miss Rodeo Texas Pageant is one of the state’s most recognized rodeo queen competitions. Contestants from across Texas — and occasionally out of state — compete in three divisions: Miss (ages 21–26), Teen (14–19) and Princess (9–13). They are judged on horsemanship, interviews, extemporaneous speaking and stage presence.

Public events will include a fashion show that typically features a meal and a coronation ceremony open to spectators, giving visitors a chance to experience the excitement firsthand. A preparatory Miss Rodeo Texas clinic is usually held each winter to guide newcomers through wardrobe requirements and competition basics, though details for 2026 are still being finalized.

Woodward expects at least 10 contestants per division, roughly 30 in all, each bringing family members and supporters from across Texas and beyond. “That week will be a full influx of Miss Rodeo Texas participants, spectators and fans,” she said.

Personal Growth on the Rodeo Trail

Current Miss Rodeo Texas Rihanna Santos, a South Houston native who grew up on her family’s ranch in Angleton, called Amarillo a perfect match for the pageant’s mission of preserving and promoting Western heritage. “From the American Quarter Horse Hall of Fame to the Tri-State Fair, Amarillo embodies everything we represent,” she said.

Santos said the experience has been transformative. “Coming from a competitive background, I’ve learned that at the end of the day you’re really competing against the best version of yourself,” she said. “The skills we develop — communication, networking, handling a busy schedule and adapting on the fly — are transferable far beyond rodeo. Everything I’ve gained here will carry into my career long after I pass down the sash and crown.”

Since being crowned in June, Santos has spent nearly every week on the road promoting professional rodeo, agriculture and Texas’ Western lifestyle, an experience she calls “the adventure of a lifetime.” She is also preparing to represent Texas at the Miss Rodeo America Pageant in Las Vegas this December, which coincides with the National Finals Rodeo.

Looking Ahead

The 2026 pageant will follow the Coors Ranch Rodeo and the Route 66 Festival, making next June one of Amarillo’s busiest months for Western-themed events. Smith said organizers intentionally avoided overlapping with the festival to ensure enough hotel rooms and to give each event room to shine.

Ticket prices and a detailed schedule — including public events such as the fashion show and coronation — will be announced at missrodeotexas.com in the coming months.