The effect the annual Houston Livestock Show and Rodeo has on the Houston metro area is obvious, but it is not just Houstonians who are benefiting from the largest indoor rodeo in the world.

The rodeo brought more than $475 million into the region according to a 2010 economic report analyzing the previous five years. Similar amounts can be projected for the next five years, according to rodeo officials.

The 2011 rodeo set a record for total attendance with more than 2.2 million people attending the show. Roughly 25,000 residents from Tomball and Magnolia attended the rodeo last year, according to a study that analyzed attendance by ZIP code.

For residents in surrounding cities like Tomball, the rodeo spurs business in the area and provides opportunities for local students to earn scholarships through a variety of venues, such as the livestock show and the art show.

"When the rodeo comes to town, that's when things start happening," said Ken Schultz, owner of Branded Western Wear in Tomball. "It's just part of life around here. It's kind of like the beginning of spring."

Increased business

Schultz's business specializes in western-style clothing, and rodeo season is a big time of year for him, he said. While the Houston Rodeo does not bring the same kind of foot traffic to Tomball that it does to the metro area, Schultz attributes the rise in business to local customers shopping more.

"People want to freshen up their wardrobe for the rodeo," he said. "We do what we do all year long—we just do more of it."

Mary Jane Berry, the western department manager of Charlotte's Saddlery in Tomball, said she sees a similar uptick in business.

Charlotte's Saddlery deals in supplies for riding and taking care of horses. Just about every department of the store — from the horse wear to the pharmacy — is affected by the rodeo, and overall sales increase by about 30 percent, according to Berry.

Being involved in the Rodeo is a source of pride for people, she said.

"I think people become more Texan, if that's even possible," she said. "It makes us proud too, if the horses being shown have stuff that was bought at Charlotte's Saddlery."

Student involvement

The impact of the Houston Livestock Show and Rodeo also extends to the classroom, where students in school districts across Harris and Montgomery counties have the chance to earn a variety of scholarships through rodeo programs.

The Houston rodeo awarded more than $9.1 million in new scholarships in 2011. Three scholarships went to students in Magnolia ISD, and another went to a Tomball ISD student. Since its inception in 1932, the rodeo has given out $283 million to students in scholarship money.

Robert Feeney, a graduate of Magnolia West High School in 2011, won the Metropolitan Scholarship last year for his academic achievement and involvement in his school's automotive technology program.

While he did not compete in any rodeo competitions, Feeney said many of his peers are involved with the livestock portion of the show, and that the rodeo is an important event to students in Magnolia.

"If I didn't get this scholarship, I wouldn't have been able to go to [Texas] A&M as a freshman," he said. "I was able to start right off the bat without having to take out any loans. It helps a lot."

Students can still apply for a variety of scholarships, including the Metropolitan Scholarship, and view deadlines online at www.rodeohouston.com.

Matt Clark, director of student services at Magnolia ISD, said the livestock component of the show is particularly important to students.

"We've got a lot of kids that participate in the Houston Livestock Show," he said, noting that students are typically involved with everything from poultry to steer. "The teachers and parents work really hard to make sure the kids who want to get there can get there."

According to Clark, Magnolia ISD graduates several students each year who go on to study agriculture-related fields in college.

"The rodeo is particularly important to make sure those students get that experience," Clark said. "Students who have their animals auctioned off also earn money that supports them as they continue their education."