Cowboys share the arena with A-list musical performers at the Houston Livestock Show and Rodeo. (Courtesy Houston Livestock Show and Rodeo) How tireless market research has shaped the diverse concert lineup at the Houston Livestock Show and Rodeo When you think of the Houston Livestock Show and Rodeo, images of calf roping, BBQ, bareback and bull riding and a sea of endless 10-gallon hats, custom boots and shows by some of country’s biggest names might come to mind. But Cardi B? Panic! at the Disco, Camila Cabello, Zedd and Santana?  It’s all part of the scrupulously market-researched, meticulously planned three-week extravaganza that takes over NRG Stadium in Houston every winter that’s not only the largest livestock exhibition and rodeo in the world, but also one of the city’s signature events, rivaling New Year’s Eve in Times Square, thanks to gaudy attendance numbers (more than 1.5 million in 2017) and the […]
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