Cowboy Coffee Kickoff Launches 105th Red Bluff Round-Up Season with Community Spirit at Red Bluff Dodge

Red Bluff, Calif. — The western spirit was alive and kicking bright early Thursday morning, April 9, as the Red Bluff-Tehama County Chamber of Commerce hosted its annual Cowboy Coffee Round-Up Kickoff at the Red Bluff Dodge Showroom. The 7:45 a.m. gathering drew an energetic crowd of community members, local leaders, Round-Up directors, and businesses ready to embrace hometown pride and kick off the countdown to the 105th Red Bluff Round-Up.

Attendees enjoyed live music from Rob Williams and the Band of Brothers, which kept the room smiling all morning, along with a hearty breakfast served by Los Mariachis. Chamber Ambassadors announced the winners of the Round-Up Business Decorating Contest, and the Red Bluff Round-Up Mercantile Store proudly accepted the Legacy of Strength Award from the Chamber. A surprise highlight came when the crowd sang “Happy Birthday” to Chamber CEO “Chamber Dave,” who was celebrated for his tireless promotion of Tehama County events and businesses.

The fun took a playful turn when a few Red Bluff Rotarians found themselves “tossed in the Red Bluff Sunrise Rotary Roving Jail” for having too much fun — they were quickly released in time to help prepare for upcoming events.

The Cowboy Coffee Round-Up Kickoff has become a beloved tradition that sets the tone for Round-Up week, offering coffee, connection, and a preview of the full Countdown to the Round-Up schedule. It perfectly captures the community-wide excitement that surrounds the rodeo each spring.

What is the Red Bluff Round-Up?

The Red Bluff Round-Up is the largest three-day rodeo in the country, renowned for its tough cowboy reputation and top-tier competition. Founded in the fall of 1921 as an adjunct to the Tehama County Fair, it was the first Northern California rodeo to join the Cowboys’ Turtle Association — a precursor to today’s Professional Rodeo Cowboys Association (PRCA). The event has endured challenges, including hoof-and-mouth disease, the Great Depression, and World War II, yet it has grown into one of the sport’s signature events.

It moved to its traditional late-April slot in 1926 and was long known as “America’s Biggest Two-Day Rodeo” before expanding to three days in 1966. Thanks to creative promotion by advertising man Don Tait (aka Montana Red), the inaugural spring rodeo drew more than 10,000 fans. Today, it regularly attracts crowds exceeding 30,000, and the biggest names in rodeo compete for top prize money. The economic impact on the community exceeds $5 million annually.

After the competition ends, more than $350,000 in proceeds go back to local organizations. Since 2000, the rodeo has closed each year with the popular “Wild Ride,” where top roughstock cowboys compete in full costume — judged on both their rides and creative flair. The town fully embraces the week with a trail ride, a business decorating contest, a pancake breakfast, a Chamber mixer, a golf tournament, a chili cook-off, a car show, a parade, and Western lifestyle lessons in local schools.

Two Upcoming Events to Keep the Momentum Going

• Saturday, April 11: First Responders Car Show & Chili Cook-Off Downtown Red Bluff | Car Show: 9 a.m.–2 p.m. (FREE) | Chili Tasting: 11 a.m.–3 p.m. ($10) enjoy amazing cars, delicious chili, and family fun — rain or shine!

• Thursday, April 16: Cowboy Nights (Round-Up Mixer) Reynolds Ranch & Farm Supply | 5:30–10:00 p.m. Live music by Band of Brothers & Wilder, steak fajitas by the TC CattleWomen, no-host bar, and $15 admission (PRCA contestants free with card; 21 & over only). A perfect western evening to dance into Round-Up week.

  
  

The 105th Red Bluff Round-Up takes place April 17–19, 2026, at the Frank Moore Arena. For the full schedule, tickets, and more information, visit redbluffroundup.com.

Boots on, hats high — Red Bluff is ready to ride! 🤠☕️