#TBT: Hitting the Rodeo - 1985 and This Weekend!

by Skip Cohen

I ran parts of this post five years ago, but this weekend is the Arcadia Rodeo here in Florida, and we're headed there with friends. Just to say I'm excited would be an incredible understatement!

It's Throwback Thursday, and with the rodeo in town, it seems appropriate to turn the clock back forty years to 1985 and my Polaroid roots. IMG and their role in sports marketing sold Polaroid a sponsorship package for several years in the early 80s.  Most of us aren't living in strong rodeo markets. However, in various parts of the country, the rodeo was right up there with NASCAR when it came to popularity and attendance. IMG's push to get Polaroid involved was based on the fact that there was a huge segment of the market the company's advertising didn't reach.

For two seasons, I was the manager of Polaroid's rodeo team. The cowboys on each team contributed to their sponsor's points, and at the same time, maintained their individual standing with the PRCA (Professional Rodeo Cowboys Association), leading up to the Nationals in Las Vegas every December.

If you follow rodeo, some very special cowboys were on our team. Right next to me, I'm the knucklehead with his eyes closed, is bull-riding champion, Tuff Hedeman. He won the world championship three times, in addition to achieving dozens of other notable accomplishments over the years. You might also know a little more about him if you saw the movie "8 Seconds."  It's the story of bull-riding champion Lane Frost, played by Luke Perry. One of Frost's best friends was Tuff, who in the movie was played by Stephen Baldwin.

Next to Tuff are Bud and Jimmie Monroe. They're both national champions: Bud as a saddle bronc rider and Jimmie as a barrel racer. And right behind Jimmie is Rod Lyman, who was also a national champion steer wrestler and president of the PRCA for many years.

Every industry has its champions, not just because of their personal achievements, but also for their support of their industry and local communities. I may not remember everybody's name in the group above, but I sure remember their attitude and love for the sport. I went into the assignment, not knowing anything about the rodeo, and came out so impressed with the athletic ability and each member of the team's outlook on life, not to mention so many great memories. It was simply a great group of people, and always focused on giving back.

Here's a fun assignment...when you look back on your career, what are some of the more random and out-of-the-ordinary things you've done? 

Meanwhile, one of the best lessons I learned was: when the cowboys start practicing backflips off the barstools, it's time to go home! 

​Happy Throwback Thursday! Take the time to wander down Memory Lane. You don't have to go back very far - just far enough to a moment that makes you smile!