For the past five years, Chandler Morton, owner of Rocky Mountain Tanners and a vendor at the National Western Stock Show, buys himself something to reflect his sales during the event.
In 2009, Morton bought a juicer. “Last year was the slowest one I’ve done,” he said.
If this year’s sales meet expectations set by opening weekend, Morton will buy himself a $1,200 exercise machine.
On Saturday, Morton sold $4,000 worth of cowhides and custom leather goods. The figure for the same day last year was $1,500.
Many exhibitors said this past weekend’s sales crushed last year’s disappointing numbers. Over the weekend, 83,378 people attended the stock show, 612 more than were at last year’s opening weekend, spokeswoman Bonnie Blitz said Monday.
Vendors are offering traditional cowboy hats and boots, jewelry and other Western attire. Shoppers can also sample humus spreads or try on a pair of spring-loaded sneakers in the shadow of heavy-equipment displays.
All 340 vendor booths at the 16-day event were reserved months in advance, said Angie Cue, senior manager of exhibits. About 96 percent of the vendors are return exhibitors.
A 500-company waiting list seldom gets smaller, and people call and request spaces year- round, Cue said.
“The trends have stayed the same, but the styles have changed,” she said. “Hats get bigger, and boot styles are different.”
Booth rent runs $800 to $1,200 for an 8-foot-by- 10-foot space. Vendors can reserve more than one plot.
Rick Bishop has reserved the same booth for his hat company, Western Tradition, since 1980. About 70 percent of his business is from return customers.
“Going shopping is a big part of the stock show, and it’s just as much fun as seeing the animals,” said Cathy Skow, of Kersey.
Skow, who has never missed a stock show, said she didn’t know what she was looking for Monday but was sure she was ready to shop.
“This year, people don’t feel terrific about the economy, but they don’t feel as guilty about buying,” said Chad Roehrich, a representative for Bobcat Co.
The equipment company has been represented at the stock show for 20 years, Roeh rich said. The heavy flow of people opening weekend and customers’ enthusiastic outlooks proved to Roehrich that this year will be better than 2009.
While the company does not sell the equipment directly off the floor, business brought in from marketing at the stock show makes the trip worthwhile.
“It costs too much not to be here,” Roeh rich said.
Rodeo Boot Co. co-owner Daydn Ginther said the National Western is one of her three best-selling shows. The boot company, based in Colfax, Wash., attends shows throughout the U.S., and the past three have been less than up to snuff.
This past weekend, the company sold 96 pairs of boots, averaging $220 each.
“Our sales this weekend put us up to par with our numbers from last year,” Ginther said. “This show is the crème de la crème.”
Jordan Steffen:303-954-1638 or jsteffen@denverpost.com
