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Ranch shows rising self‑sufficiency metrics; demand outpaces current convention and expo space
Summary
The Ranch reported 78% of operating expenses covered by revenue in 2024, growing utilization and sponsorship revenue up to about $3.8 million (cash and in‑kind), and said it is turning away events that would be served by a larger expo footprint.
Connor McGrath, director of the Ranch, told the board on July 21 that the facility is increasing earned revenue and moving toward the department goal of self‑sustainability. "We had 78% of operating expenses covered by fees and services in 2024," McGrath said, noting that 2020 figures were skewed by COVID and FEMA use of the property.
Utilization and events: McGrath reported corrected reporting for utilization (after software changes) with utilization at 41% in 2024 versus 30% in 2023. Exhibitions and meetings showed 87% utilization against a 65% target. He emphasized that utilization metrics do not always indicate revenue or intensity — one equine event can be a single‑day barrel race or a multi‑day, 24‑hour cutting show that runs for a week. McGrath said the ranch added six multi‑day, 24‑hour equine events to the 2025 calendar.
Sponsorships and naming rights: sponsorship revenue increased to about $3.8 million (combined cash and in‑kind); McGrath said the county secured a new naming‑rights partner for the 4‑H Youth and Community Arena and expected to announce the partner publicly the next day. The department is focused on long‑term sponsorship agreements and aims to have 80% of budgeted sponsorships secured by January 1 of each year.
Capacity limits: McGrath said the facility is turning away business that requires a larger flat‑floor expo footprint; the feasibility study the Ranch commissioned recommends a roughly 165,000‑square‑foot facility (approximately 100,000 flat‑floor expo and 65,000 square feet of support space). McGrath and commissioners said that until a new facility is authorized and funded, the ranch will continue to decline larger conventions and events despite strong local demand.
Why this matters: growth in earned revenue reduces county subsidy needs and supports regional event tourism; lack of larger expo space constrains the county's ability to host larger multi‑day events.
Ending: McGrath said the Ranch will continue to refine KPIs with the county performance team for 2026 and pursue long‑term sponsorships and phased capital improvements under its master plan.
