The Reno Rodeo may be over, but it launched a new program this year that could change how pro rodeos connect with Spanish-speaking communities

Alex Lopez has rodeo and ranching in his blood. He comes from a long line of Mexican cowboys and grew up on ranches, but he lost that connection to cowboy culture when he moved to the U.S.

Now, he’s reconnecting to his roots as the director of El Reno Rodeo, the new in-house Spanish-language media arm of the Reno Rodeo. 

“This is the first time that any rodeo in the U.S. has ever done something like this where it has translated everything into Spanish,” Lopez said.

American rodeos grew out of Mexican ranch hand contests known as charreadas. Lopez says part of his job is explaining the differences for a Spanish-speaking audience. 

He does that by leading the rodeo’s Spanish-language daily Facebook Live show about events on the rodeo grounds. He also runs the El Reno Rodeo Facebook page.

Lopez says the goal of the new initiative is to increase engagement with Reno’s Latino community.

This report was brought to you by Jose Davila IV, a corps member of Report for America, an initiative of the GroundTruth Project. This contribution is made possible by our partnership with KUNR public radio.