Houston Livestock Show and Rodeo officials announced the creation of a new C-level leadership position called chief operating officer and general manager.
In a nutshell
The new position—which will be filled by current Chief Revenue Officer Amber Burda—aims to unify strategic direction as well as align programming and strategy for the annual rodeo event, officials announced in a July 7 news release.
Burda has served as chief revenue officer since 2023, although she was initially hired in 2017 as the executive director of sponsorships, business and corporate development, where she led the creation of official rodeo sponsorships.
“This organization is built on tradition, volunteers, agriculture, education and community,” Burda said in the release. “I am honored to help align the teams and departments that bring the show to life each year ensuring we continue to deliver an exceptional annual experience while protecting the heritage that makes the Houston Livestock Show and Rodeo unlike any other event in the world.”
Sorting out details
In the new role, Burda will oversee most public-facing aspects of the rodeo, including:
- Mission
- Show operations
- Ticketing
- Sponsorships
- Stadium presentation
- The carnival
Her focus will be on ensuring cross-departmental coordination to enhance operational efficiency, while aligning pricing and revenue strategies with the organization’s mission, per the release.
Burda will also be involved in the creation of the organization’s new agricultural complex along Hwy. 288, per the release. The project will be the largest single facilities investment in the rodeo’s more than 90-year history and is expected to add more than 1 million square feet of event and programming space, Community Impact reported.
What they’re saying
As the rodeo works to expand its impact, President and CEO Chris Boleman said it is essential that the leadership structure reflects the complexity of the annual event and the transformational opportunities ahead.
“Amber has a proven ability to bring people, partners, volunteers and departments together around a shared goal,” Boleman said in the release. “Her experience across sponsorship, ticketing, business development and large-scale event operations makes her uniquely prepared to help lead the show into its next chapter.”
