Celebrating the
Women Behind Rodeo.
During NFR, the spotlight shifts to the women whose talent, grit and leadership shape the western industry every day — and to the girls who will shape what comes next.
Hosted by Bonnie-Jill Laflin.
Where the women of rodeo take center stage.
Her Arena is more than an event. It is a multigenerational platform celebrating the women shaping rodeo, leadership and Western culture — and opening the arena for the girls who will shape what comes next.
Honoring the women who built the arena. Celebrating the women leading it today. Creating space for the girls coming next.
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, media personalities and young barrel racers gather under one roof.
Bonnie-Jill
Laflin.
Emmy-winning sportscaster, bestselling author, American Country Network host, and former Dallas Cowboys Cheerleader, Bonnie-Jill Laflin has broken barriers in sports and the western world. The first female NBA scout and the face of the Cowgirl Channel’s launch, she has spent two decades championing women in sports, rodeo, country music, and western culture while inspiring the next generation.
At Her Arena, she hosts the day, leads conversations, and presents the Cowgirl of the Year award, celebrating women shaping the future of the western world.
The women in the arena.
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.
The next generation
enters the arena.
Her Arena brings generations together. Young barrel racers and girls from the local community will have the opportunity to see themselves represented, connect with women who have built careers inside and beyond the arena, and share their own voices onstage. Because when a girl can see the path, she can begin to believe it belongs to her.
Athletes and executives in conversation with the girls coming next.
Youth barrel racers onstage, on the runway and in the content.
Mothers, daughters and mentors in one room.
A day, precisely composed.
VIP Doors Open
VIP guests arrive and enter the Her Arena experience.
GA Doors Open · VIP Brunch, Brand Activations + Live Acoustic Music
General admission doors open while VIP brunch continues. Explore the activations, connect with the community and enjoy live acoustic music.
Welcome to Her Arena
Opening introduction from Bonnie-Jill Laflin.
Opening Fireside
An intimate fireside conversation with a prominent female leader in rodeo.
Women's Panel
A powerful conversation featuring women shaping rodeo, sports, business, leadership and Western culture.
Youth Panel: The Next Generation
Young female barrel racers and emerging leaders share their experiences, ambitions and vision for the future.
Her Arena Awards + Impact Moment
Recognition of standout women and girls, sponsor acknowledgments and a meaningful spotlight on the Be the Light Foundation for Oaklynn Rae Domer.
Western Fashion Show + Champagne Happy Hour
An elevated celebration of Western fashion, culture and community.
Final Connections + Close
Champagne, networking, final brand experiences and closing moments.
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.
Women representing every corner of the western world.
Her Arena is proud to support the Be the Light Foundation for Oaklynn Rae Domer — bringing our community together around courage, compassion and meaningful impact.
The foundation is recognized throughout the day, from the Her Arena Awards + Impact Moment to our partner and sponsor programming — woven into the larger story of women, girls, community and legacy.
Support the Foundation →Produced by
Studio IX Collective
Studio IX Collective produces the day end-to-end.
The venue partner provides accommodations and food & beverage; our production team delivers the programming, talent and content that make the day cinematic.
The Stirling Club
Las Vegas.
An iconic private members' club in the heart of Las Vegas — minutes from the NFR arena — hosts the day, covering accommodations and food & beverage.
Take your seat
at the collective.
Seats are limited. Sponsor allocations close six weeks before the event. A portion of the day's impact programming supports the Be the Light Foundation for Oaklynn Rae Domer.