Bull-ieve me – the rodeo is coming to West Central Wisconsin

Rich Palzewic

Staff

May 26, 2025

WEST CENTRAL WISCONSIN – Pro Rodeo Productions is taking the bull by the horns this summer – literally – bringing four professional rodeo events to Cadott, Ladysmith, Turtle Lake and Rice Lake.

From bull riding to barrel racing to live bands, Johanna Williams – owner of Pro Rodeo Productions – said the Pro Rodeo 2025 Tour will bring the excitement of a professional rodeo to West Central Wisconsin.

Williams said Pro Rodeo Productions is responsible for the overall organization and production of rodeo events, including scheduling, logistics and marketing. 

“I’ve been involved in the rodeo business for 35 years,” she said. “Sometimes, I feel like I’m going nine days a week, 36 hours a day, but I love what I do. Sure, there might be a day here and there where I wish I had a 9-to-5 job, but this is the path I’ve taken and where I’ve made my name.”

Williams said Pro Rodeo Productions – which officially began in 2016 – produces national rodeo or Xtreme bull riding and barrel racing events in Wisconsin.

“We used to do different states, but now as I’m getting older, I keep it more local,” she said. “We used to put on events in Tennessee, Texas, Mississippi and north of the border in Canada.”

Williams said staying closer to home is “obviously” a lot easier with travel.

“There is a lot of setup with equipment,” she said. “When you put on events like this, you don’t just show up with a nice cowboy hat and things are good to go – it takes a lot of work.”

Contrary to what most people might know or think, Williams said rodeo in Wisconsin is “very popular.”

“I guess most people probably associate rodeo with places like Texas or Oklahoma, but Wisconsin is also great,” she said. “There are quite a few indoor events, too – from November through March at indoor arenas. As a producer, because Wisconsin has a fair number of events, it’s important to look at the schedule and pick a good weekend. If there are three big rodeos on the same weekend, one of us is going to end up with fewer riders and spectators.”

Williams said her more than three decades in the business have helped a lot in running Pro Rodeo Productions.

“It takes a lot of years of experience,” she said. “You can’t simply get up next weekend and say, ‘I’m going to put on a rodeo next year.’ There’s a lot of research, too – unless you want to stay amateur… That’s different.”

Pro Rodeo Productions, Williams said, only uses professional riders.

“I deal with the National Federation of Professional Bull Riders,” she said. “They have to be sanctioned and fully equipped with their vests (which are basically bulletproof). There are rules and judges. For example, an ambulance has to be on site. It’s a very strict, extreme sport. As a producer, I have to meet every rule in the book. If the judges on site don’t see an ambulance, there’s no show.”

Williams said the crowds for Pro Rodeo Productions events “are huge.”

“The only word I can use to describe it is ‘electric,’” she said. “The atmosphere at events like this is indescribable, unless you are there.”

Much work to be done

The work and planning behind organizing rodeo events, Williams said, is endless.

After the last event of the summer season, she said she will recharge for two weeks before beginning the next season’s work.

“For those two weeks after the season ends, I even tell my kids not to try to reach me – I’m hiding somewhere,” she laughed. “Before I start planning for the next year, the most important part of my job is thanking every partner I have who makes this possible. Without sponsors and partners, this doesn’t happen. I send thank-you notes, emails, etc. It takes a lot of hours, so usually, the first week back at work is just to do that.”

As for specific equipment needed to organize Pro Rodeo Productions’ professional events, Williams said, “there is a lot.”

“There are generators, sometimes portable lights for night shows, a scissor lift for speakers and maybe a giant screen,” she said.

Additionally, Williams said they also have to transport what she calls the “Shark Tank” to certain events.

“I am the only rodeo event in the State of Wisconsin that has Xtreme cages,” she said. “They are huge hay bale feeders that are six feet high and eight feet around. Each cage can seat six VIP spectators inside the rodeo arena during bull events. It’s the best seat in the house where you see the show right at the bull’s eye level. Sometimes, when the rider falls off and the bull chases him, he will jump on top of the cages. We have two of those cages.”

Typically, Williams said each event takes two or three days to set up and another few days to tear down.

She said she couldn’t do what she does at Pro Rodeo Productions without the help and support of others.

“As of 2022, Rachel Russ, out of Tennessee, became the marketing director (for Pro Rodeo Productions), and without her help, patience and dedication, the 2025 Tour would have been impossible,” Williams said.

The events

With four big events coming up soon, Williams said the planning and logistics are “ramping up.”

According to the Pro Rodeo Productions website (prorodeoproductions.com), the 2025 tour includes four West Central Wisconsin events – Hoofbeat Country Fest in Cadott (June 26-27); The Xtreme Bulls, Barrels and Bands in Ladysmith (July 26); The Xtreme Bulls, Barrels and Bands in Turtle Lake (Aug. 22); and a traditional rodeo in Rice Lake (Sept. 19-20) – each offering their own unique aspects.

“The Hoofbeat Country Fest is the largest outdoor country fest in the country, with up to 100,000 people attending during the week,” she said. “We’re going to be producing (an event) inside the festival.”

Williams said this is the first year Pro Rodeo Productions has planned an event at the country music festival.

“It’s our baby, but I hope we’ll be there for many years to come,” she said. “For this event, it will solely be Xtreme bull riding. We’re going to be producing at 12:30 p.m. daily before all the bands start.”

The next event in July in Ladysmith, Williams said, will be “amazing.”

“The Xtreme Bulls, Barrels and Bands event will be awesome,” she said. “We have two great bands, a mechanical bull contest and so much for the kids.”

Williams said the Ladysmith Xtreme Bulls, Barrels and Bands event will also feature a unique spin on the national anthem.

“I have a nice friend who has been following me for years, and he owns a four-year-old buffalo,” she said. “His wife is riding the buffalo for the national anthem. She’ll ride into the arena, and then we do the live national anthem. It’s very touching and unique.”

The Turtle Lake event in August, Williams said, is similar to Ladysmith.

“Turtle Lake will also be an Xtreme Bulls, Barrels and Bands event,” she said.

The final event of the season in Barron County, Williams said, is a traditional rodeo over two days.

“There are seven events in that rodeo, such as tie-down roping, saddle bronc riding, bull riding, bareback riding, etc.,” she said.

According to the website, some of the other event features include an appearance by Josh “Pork Chop” Garrick.

“Josh ‘Pork Chop’ Garrick has been touring with the NFPB (National Federation of Professional Bull Riders) for many years as an official barrel man in Wisconsin and all over the United States,” Russ said. “He is one heck of a character and gives a very unique performance you won’t find with any other barrel man around. He is very loved by the rodeo community, and we are honored to have him be a part of our shows.”

To view the complete schedule and purchase tickets, visit the website.