High-end retailer ready to steer NFR sales its way

This actually is their first rodeo.

Pinto Ranch, a high-end retailer of Western clothing and accessories, can't wait to experience its first National Finals Rodeo, which comes out of the chute Thursday in Las Vegas.

Because of its location in the Fashion Show mall, 80 percent of the store's customers are tourists and much of its foot traffic is dictated by what's going on in town. That makes the rodeo Pinto Ranch's version of the Super Bowl.

"We might do four or five times our normal sales," said Pinto Ranch President Walter Pye.

To help attract customers, the 8,100-square-foot store is rolling out the red carpet and hosting trunk shows, cowgirl makeovers and fashion shows -- and for good reason.

Last year, the National Finals Rodeo had a $50 million direct spending impact on Las Vegas -- a healthy contribution to the local economy if smaller than the $136 million three-day Electric Daisy Carnival in June or the nearly $195 million 2011 NASCAR Weekend in March.

NFR's economic impact may also be a little underreported.

"It's probably much larger than that," said Pat Christenson, president of Las Vegas Events.

His organization measures only the attendees at the Thomas & Mack Center, but there are 45 live satellite feeds into hotels throughout the city, which also draw visitors.

"We estimate there are two times the number of people in those than that are at the event," Christenson said.

Back at Pinto Ranch, Pye is hoping that the Fashion Show store's sales during Pro Bull Riders, the bull-riding world finals held Oct. 26-30, are a good indicator of what to expect during NFR. The store opened the first week of September, and Pye wasn't sure what to expect sales-wise.

"We were shocked by PBR, and NFR is much bigger," he said.

To that end, his team has ordered extra merchandise, he is flying in extra sales associates from his store in Houston, and Pye himself will ride herd on the operation during NFR. Pinto Ranch also is to be featured on the Fashion Show's larger-than-life outdoor LED screen from Dec. 1 to Dec. 11.

The rodeo's opening falls on the same weekend as the NASCAR Sprint Cup Series Champion's Week, and the 45,000-runner Las Vegas Rock 'n' Roll Marathon, on Dec. 4

"It could be one of the top five weekends of the year," Christenson said. "December has become one of the strongest months of the year. This first weekend, we could be sold out."

December's strength, though, depends on NFR.

"National Finals Rodeo is very critical, and it's critical for a variety of reasons, one of which being the time of year," said Rossi Ralenkotter, president and CEO of the Las Vegas Convention and Visitors Authority.

The NFR also will usher in the travel authority's new host committee, which is part of the organization's Destination Innovation and Leadership plan.

"The most intriguing part is the collaboration between the event and the city," Christenson said.

Hotels bring in country-related entertainment and shows. From Dec. 4-10, MGM Grand is hosting comedian Rodney Carrington. Down the street, the Sands Expo will be home to Country Christmas. And Sam's Town has created a mechanical bull riding competition that will run Friday through Dec. 10 .

"The key to the success of NFR is this collaboration," Christenson said.

Contact reporter Laura Carroll at lcarroll@lvbusinesspress.com or 702-380-4588.