Marketing the San Antonio Stock Show & Rodeo With Purpose, Passion, and Community

By Sam Boykin

For most San Antonians, the annual San Antonio Stock Show & Rodeo means bright lights, top-name entertainers, and world-class rodeo competitions. But behind the scenes of an event that welcomes 1.5 million guests and generates more than $12 million in scholarships each year is a small but mighty marketing team. It’s led by Chief Marketing Officer Chris Derby and Communication and Media Manager Jennifer Wilson—both proud members of the American Marketing Association–San Antonio (AMA).

Together, they shape the voice and community connection of one of the largest and most respected events in Texas.

Before joining the San Antonio Stock Show & Rodeo in June, Jennifer Wilson spent 29 years with Wells Fargo, where she built a long career in marketing within the financial sector. While the transition from banking to rodeo might seem unexpected at first glance, Wilson said the move felt like coming home.

“I grew up in this world—showing horses and traveling to rodeos. My dad was a horse trainer and a farrier, and I was the Harper, Texas Rodeo Queen in high school,” she said. “The mission here aligns with everything I love. It’s a passion and a way of life.”

Wilson retired from banking after years of corporate regulatory pressures, especially following the 2008 financial crisis. She found herself longing for creativity and purpose.

“The fun had gone out of it,” she said. “Now I drive 33 miles to work each way, and I look forward to every day. It’s a completely different feeling.”

Her longtime professional relationship with Derby, dating back more than two decades through sponsorship work, ultimately paved the way. The timing was right, and Derby invited her to join the team to lead media, advertising, and communications.

Marketing the San Antonio Stock Show & Rodeo With Purpose, Passion, and Community

AMA San Antonio

Derby’s rodeo roots run even deeper. He is entering his 15th year with the organization, after previously serving from 2006 to 2013 before roles with Simon Property Group and SeaWorld. He returned to the rodeo in 2019, drawn back by the mission-driven nature of the work.

“As marketers, we all sell experiences,” he said. “But here, the experience truly matters. Everything we do gives back—to education, to youth, to agriculture, to families. That’s powerful.”

As a 501(c)(3) nonprofit, the rodeo has donated more than $279 million to Texas youth since its inception, supporting more than 22,000 students annually through scholarships, livestock programs, grants, and endowments.

And what most people don’t realize, Derby said, is how much the rodeo does year-round beyond February. From emergency livestock sheltering during natural disasters to educational programming on emerging agricultural issues, the rodeo operates as both an event and an industry resource.

“We’re a big business in San Antonio, but we’re also a big partner in agriculture and animal care,” he explained.

The organization runs with only 33 full-time employees—including a five-person marketing team—and relies on more than 7,000 volunteers.

“We call February our Super Bowl,” Derby said. “We start planning the moment one rodeo ends. When you have 1.5 million visitors and 23,000 livestock exhibitors moving through in less than three weeks, every department is in constant communication.”

The team also manages two Rodeo-owned consumer brands: Ser Tierra tequila and Stockman Wines, sold in H-E-B stores, with 100% of net proceeds funneled back into scholarships.

Even the dirt used in the Frost Bank Center arena is legendary—carefully preserved, treated, and reused for more than 40 years.

Derby was previously involved with AMA and spoke at events during his earlier rodeo years. When Wilson joined the organization, she reintroduced the idea of reconnecting.

“We realized we’d lost some of that community connection,” he said. “AMA brings people together. It’s a resource, a brainstorming space, and a networking community we’re excited to be part of again.”

Wilson recently attended AMA-SA’s New Member Orientation and is already taking advantage of professional development opportunities.

“It’s been great to learn and connect with other marketers in the city,” she said.

With the next rodeo set for February 6–23, 2026, Derby and Wilson are deep into planning.

“Marketing at its core is storytelling,” Derby said. “We get to help create memories and celebrate a heritage and way of life. That’s something we’re proud of every single day.”

For Wilson, the work is personal.

“We’re not just promoting an event—we’re preserving a culture and educating the next generation. That’s meaningful.”