Celebrating the
Women Behind Rodeo.
During NFR, the spotlight shifts to the women whose talent, grit and leadership shape the western industry every day.
Hosted by Bonnie-Jill Laflin.
Where the women of rodeo take center stage.
This is not another rodeo conference. The Arena Collective is an elevated celebration of the women shaping the western industry — from the arena to the boardroom.
The Met Gala meets Yellowstone meets Vogue World, with the authenticity of the rodeo community and the energy of Las Vegas. Professional athletes, ranch owners, designers, entrepreneurs, musicians and media personalities gather under one roof.
Bonnie-Jill
Laflin.
Sportscaster, philanthropist, and the first female scout in the NBA — Bonnie-Jill Laflin brings a career of firsts to the arena. From the sidelines of the Lakers to the ranches she calls home, she has spent two decades opening doors for the women coming next.
At The Arena Collective, she hosts the day, curates the conversations, and presents the Cowgirl of the Year award — a full-circle celebration of the women redefining the western world.
One day. Four worlds.
Four disciplines curated into a single, cinematic day — programmed with the care of an editorial issue.
Barrel racers, breakaway ropers, and the horsewomen behind the champions.
A professionally produced runway of luxury western couture and heritage brands.
A women's summit for founders, executives and the next generation of leaders.
Live country performances, acoustic songwriter sessions, storytelling around the west.
A day, precisely composed.
2:00 PM · Doors
- Sponsor Activations & Brand Marketplace
- Welcome Cocktails & Networking
- Live Podcast Interviews
- VIP Lounge Access
Afternoon
- Opening Remarks
- Keynote Address
- Leadership Panel Conversations
- Women's Business Summit
Early Evening
- Rodeo Fashion Show
- Western Couture Runway
- Designer Presentations
- Cocktail Reception
Evening
- Live Country Music & Acoustic Sessions
- Cowgirl of the Year Award
- Special Musical Guest
- After Party
A western runway,
reimagined.
A professionally produced showcase of luxury western brands, emerging designers, and heritage houses — from hand-tooled boots to couture denim.
- ✦ Boots
- ✦ Hats
- ✦ Jewelry
- ✦ Denim
- ✦ Couture Western
- ✦ Performance Wear
- ✦ Ranch Lifestyle
- ✦ Heritage Brands
Stories told
around a guitar.
Live country music, acoustic songwriter sessions, and special musical guests close the day — followed by the Cowgirl of the Year award and an after party under the Las Vegas sky.
Women representing every corner of the western world.
A premium marketplace of
the world's finest western brands.
Each partner receives a branded page, interactive activation and access to the Circle Experience VIP lounge.
Become a Sponsor →Produced by
Studio IX Collective.
Osprey Collective and Circle bring in Studio IX Collective — covered by USA Today Sports Studio IX — to produce the day end-to-end.
The venue partner provides accommodations and food & beverage; Studio IX delivers the programming, talent and content that make the day cinematic.
Location
TBD.
A luxury Las Vegas venue partner — steps from the NFR arena — will host the day, covering accommodations and food & beverage. Full venue reveal coming soon.
Take your seat
at the collective.
Seats are limited. Sponsor allocations and runway applications close six weeks before opening night.