This seems pretty obvious. This city already hosts a giant rodeo for ten days every year, along with several notable horse and cow related events. A few minutes of very serious Google related research assures me that rodeo related fun is a year-round, surprisingly popular and profitable enterprise. Winter is our geographical achilles heel. Nobody is wrastlin' a steer on the Grandstand tarmac in January.
We will soon have a giant, vacant building shaped like a SADDLE. Convert it into the world Mecca of rodeo. A great, dirt-filled Colosseum of all things cowpoke. 365 days a year of non-stop boot-scootin', dip-spittin', shit-kickin' glory. Line the concourse with barbecue pits, tack peddlers, and belt buckle shops.
Now, some stats about something.
https://www.rodeohouston.com/About-Us/Who-We-Are/Attendance