American flags wave in the gentle breeze. The surrounding crowd, in worn-in jackets and jeans held up by giant belt buckles, makes for a perfect denim ad.

A young boy swings between his parents’ arms, wearing miniature cowboy boots and a too-big cowboy hat that covers his eyes.

In the stands, fans eagerly await the start of the annual Bull Bash rodeo as tangerine skies hang over the buzzing South Congaree Arena. 

“Another day in paradise,” Josh Woodley said. 

Woodley is one of the many rodeo-through-and-through guys in Lexington County who are seeing more new people show up to the dirt-floor outdoor arena every year. It’s a trend that long-timers acknowledge and are comfortable with. They see the rise of the Western lifestyle in popular media and know that it contributes to the success of rodeo culture.

The locals and the traveling cowboys appreciate the bigger crowds.

Nationally, the Wrangler National Finals Rodeo saw an 170,000 increase in attendees from 2024 to 2025, posting their highest numbers since 2014. The Houston Rodeo last year and again last month saw about 2.5 million visitors over a 20-day period. 

South Congaree, a town of 2,400, doesn’t see those kinds of numbers, of course. But the swell of newcomers is noticeable.

A good show

Woodley has been around rodeo for almost 20 years.

He has been co-owner and committee chairman of the South Congaree Rodeo for the past 11 years.

He always had been interested in the rodeo scene. 

“In a past life, I was a sheriff’s deputy for a long time, and as soon as I’d get off shift, I’d go straight to the rodeo grounds and start setting up,” Woodley said. 

Woodley takes charge and works tirelessly to put on a good show for fans during South Congaree’s Bull Bash each March. Cowboys ride bulls and perform saddle bronc riding while the horses buck. Cowgirls barrel race. In July, the full-on rodeo adds roping and steer wrestling.

Woodley likes his crew to put on a good show. And he strives to stay true to the Southern traditions people expect to see. 

One of these important ideals is family. He works with his father Rance to make sure everything runs smoothly during the events. March’s Bull Bash proved that it’s a highly collaborative effort. 

“My father is the one that takes everything off the ground,” Woodley said. “… He’s the one that talks to our sponsors, organizers, and sets up some of the facilities that we use.” 

Rance Woodley’s cowboy lifestyle shows in his calm demeanor and hardworking attitude. 

“He makes it so easy to be a sponsor, almost too easy – all I have to do is show up,” said Joshua Hartley, owner of Dynamic Heating and Air. 

Locals say the Woodleys create a friendly, open community that allows people of all ages to interact and have a good time, from the audience, to the riders, to the vendors.

The riders

Riders from Australia, Brazil, Canada and across the United States participated in the rodeo last July, bringing notoriety to the town.

Last month’s Bull Bash featured multiple riders from Brazil as well as riders from South Carolina and other Southern states. 

“Eleven years ago, when we started here, people in Columbia (10 miles away) didn’t know where South Congaree was,” Rance Woodley said. “Now, South Congaree is known around the world.” 

Tyler Chappell has been participating in the rodeo in some format, whether as a rider or a pickup man, since the rodeo’s founding. 

“I’m responsible for keeping all of the cowboys safe, all the livestock safe, and getting them in and out of the arena as they should,” Chappell said. 

His job is incredibly important, as bull riding is often referred to as the most dangerous 8 seconds in sports. 

Riders travel from rodeo to rodeo, competing for points that allow them to improve their standing in the International Professional Rodeo Association. Often, they participate in multiple rodeos a week across the United States. 

Dallas Philen is a seasoned barrel racer with over 40 years of experience under her belt. She competed in Athens, Georgia, the night before the two-day Bull Bash on March 20. She immediately returned to Athens for another event the following night. 

“We call it our rodeo family,” Philen said. “We’re all traveling and going to rodeos all year long. It’s great people, a great atmosphere and such an adrenaline rush when you’re competing.” 

She has stepped up her game recently.

Philen was named IPRA Barrel Rookie of the Year as well as Reserve World Champion. Her horse, Lane Frost, also shares in the limelight. Lane Frost was voted 2025 IPRA Barrel Horse of the Year and Horse with the Most Heart. 

“It’s very rewarding as a horse owner to have one that accomplished as much as we did last year,” Philen said. 

The vendors

Rachel Cope is the owner and founder of a Western apparel business called The Broken Bow.

She initially struggled to find people who connected with the culture in her hometown near Charleston.

“I remember wanting so badly to be a part of the rodeo scene because I knew that was where my people were,” Cope said. “I actually begged South Congaree Rodeo to give me a chance … to show up and prove that BB brand belonged there.” 

Five years later, she has found a family and people who truly appreciate the lifestyle. The vendors travel from venue to venue, setting up each time for a new yet familiar crowd. 

“The rodeo, it’s almost like being in a traveling circus,” Cope said. 

And there’s no circus without classic snacks, such as elephant ears, fried Oreos and hot dogs. 

Kirby’s Concessions returned to South Congaree in March for its second year, while its counterpart, Kirby’s Candy, has been working the rodeo for several years. 

Tommy Kirby serves rodeo attendees with a smile on his face and a grateful attitude. 

“When somebody calls me and asks me to help out with something, I feel honored that they called,” Kirby said. 

Behind the scenes

Despite the lively atmosphere, there’s a lot of work that goes into putting on a smooth, enjoyable event each night. 

Pro rodeo announcer Kyle Evans has been working with the rodeo for the past five years and runs the soundboard and music and keeps up on-mic banter with the rodeo clown between events. 

“There’s a lot of things that can happen, and it’s a live show, and whenever things don’t go exactly the way it’s scripted to go, … that’s whenever it can be very challenging for me and the entertainer,” Evans said. 

This quick-thinking improvisation is what can make the night particularly memorable for audiences of all ages. 

Evans also said the rodeo has grown tremendously in the past few years, especially after Covid.

“We call it the ‘Yellowstone’ effect,” Evans said. “Once Yellowstone (the streaming show on Peacock) became popular, everybody seemed to be interested in the cowboy culture, and the numbers just continued to rise.”

The music he chooses throughout the night can be a controversial topic. Younger generations are becoming more involved and have different ideas of what country music can be.

“We try to mix it up … because we got different backgrounds and all kinds of different people, so we just try to keep it entertaining for everyone,” Evans said. 

The influx of these new rodeo-goers ensures the sport and its traditions will be preserved for years to come as the community grows. 

“I think by us being out here, owning the company, and promoting it the way we do, and making sure these shows keep going on is how we’re keeping that sport alive,” Josh Woodley said.