As the National Finals Rodeo (NFR) unfolds this week, Kevin Kenny, the marketing manager for Rio Las Vegas, immerses himself in the spirit of the occasion, proudly donning the persona of “Cowboy Kevin.” This is not merely a marketing ploy; Kenny’s connection to the rodeo runs deep, drawing from his upbringing in Montana where the rodeo culture is ingrained in the community.
Kenny describes his approach to integrating authentic aspects of the rodeo lifestyle into Las Vegas. He expresses, “I’ve taken touch points from that lifestyle and brought it to Las Vegas. I think I was able to adapt and make it a true rodeo experience for rodeo fans.” At the heart of this immersive experience is the Rio Round-Up, which transforms the resort’s Masquerade Village into a celebration of all things rodeo. This year’s event promises to be even more expansive and engaging than its inaugural launch last year.
Before joining Rio Las Vegas in 2023, Kenny crafted NFR experiences at MGM Resorts International and honed his marketing expertise across various firms in the city. He reveals that his passion lies in storytelling: “The favorite part of marketing is storytelling. I’m creative by nature. So being able to build something from an idea or thought and making it come to life and showcase it to the world, I love doing.” It is this keen sense of creativity that has allowed him to develop the Rio Round-Up into a standout event.
As the temperature drops, Kenny embraces his alter ego, becoming Cowboy Kevin on the property. His mission is clear: to elevate the NFR experience for guests. “I saw the potential and wanted to build out a whole experience for NFR guests. In one year, we broke the mold and created something next level,” he explains.
One of the key highlights of Rio Round-Up is the renowned Pendleton Prairie Mary cocktail, available at the Big A$$ Bloody Mary Bar. Guests can enjoy a sizable 32-ounce serving, customizing their drink with Pendleton whiskey, Bloody Mary mix, a variety of hot sauces, pickled garnishes, and even a flowing pickle brine fountain, making this libation a must-try during the festivities.
In addition to the drink offerings, Rio Round-Up is a free event featuring watch parties, live music, DJs, and special appearances by rodeo stars, including host Matt Merritt. The vibrant atmosphere is designed to enhance the overall NFR experience for fans.
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