EPISODE
39
Episode 39: Building an Iconic Western Brand: What the Pendleton Round-Up Teaches Us About Building Community with Tiah Degrofft
EPISODE LINKS.
SHOW NOTES.
In this episode of McFarland Minutes, host Natalie McFarland, founder and president of McFarland Productions, sits down with Tiah Degrofft, former president of Pendleton Roundup. Tiah shares insights from her extensive background in sports marketing and her family’s deep-rooted involvement in various rodeos. They discuss the unique characteristics of Pendleton Roundup, its branding strategies, and its impact on the community. Tia also opens up about her personal journey, mentorship experiences, and the legacy she hopes to leave. The episode highlights the importance of staying true to one’s identity and the collaborative spirit that makes Pendleton a distinguished name in the rodeo circuit.
00:00 Introduction to McFarland Minutes
00:39 Special Guest: Tiah
01:56 Tiah’s Journey: From Pendleton to Sports Marketing
05:58 Pendleton Roundup: A Unique Rodeo Experience
15:27 The Pendleton Brand and Its Legacy
22:32 Supporting Other Rodeos
23:58 Learning and Networking
25:18 Pendleton Roundup Stories
29:48 Family Legacy and Volunteering
32:48 First Woman President
36:05 Advice and Future Plans
41:10 Soft Launch to Monday
43:13 Conclusion and Farewell
ABOUT THIS EPISODE.
In a world where traditions intertwine with modern ambitions, Tiah Degrofft stands as a testament to the fusion of community heritage and leadership prowess. In the latest episode of McFarland Minutes, hosted by Natalie McFarland, Tiah shares not only her personal journey but also the timeless allure of the Pendleton Roundup. As the first female president of the Pendleton Roundup, Tiah’s unique story encompasses her dedication to the rodeo, her innovative approach to sports marketing, and her unwavering commitment to community service.
Growing up in Pendleton, Tiah’s connection to the Roundup was forged through years of family involvement and personal dedication. Her role as Past President of the Pendleton Roundup and a key influencer in the sports marketing industry showcases her ability to balance historical reverence with contemporary innovation. This unique blend of past and present is something Tiah attributes to her upbringing, where family values and community engagement were emphasized from an early age.
Natalie’s conversation with Tiah reveals the secret behind the prestigious Pendleton brand. Beyond its status as a prominent rodeo, Pendleton is a cherished symbol of community pride and tradition. Tiah shares insights on how the Pendleton brand has become a cultural icon, not only within Oregon but also on the national stage. From partnerships with Pendleton Whiskey to the iconic imagery of the bucking horse, the Pendleton brand redefines what it means to belong.
In her discussion with Natalie, Tiah explores the innovative ways her sports marketing background has transformed sponsorship at the Pendleton Roundup. Tiah explains that Roundup is not just about selling ad space; it’s about creating meaningful partnerships that resonate with audiences. By treating each sponsor as a unique partner, the Roundup has crafted a hospitality experience that extends beyond the arena, demonstrating that business is as much about relationship-building as it is about tradition.
Tiah’s role as the first female president of the Pendleton Roundup marks a pivotal moment in its storied history. Her leadership style, characterized by humility and empowerment, has forged new pathways for women in rodeo and beyond. Through her initiatives, Tiah is not only preserving the legacy of Pendleton but also ensuring its evolution by mentoring future generations—focusing on confidence, community, and the importance of staying true to one’s roots.
A key takeaway from Tiah’s story is her unwavering advice to businesses: “Stay true to who you are.” Whether it’s a major corporation or a small-town shop, finding and embracing what makes you unique is paramount. Tiah’s journey with the Pendleton Roundup exemplifies this philosophy, showing that authenticity, coupled with strategic innovation, can lead to longstanding success and community impact.
Tiah Degrofft is more than a figurehead; she is a beacon of leadership and legacy. Her journey reflects a profound dedication to both the traditions that shaped her and the innovative paths she’s carved out for the future. The Pendleton Roundup remains a testament to this balance, a place where heritage meets modern influence. As Tiah continues her journey, she leaves behind a legacy—a vibrant community and an enduring story that inspires the next generation to “letter buck” and chase their unique dreams.
IN THIS EPISODE.
Tiah Degrofft
Pendleton Round-Up
Tiah is a second generation Director and a 39 year volunteer with the Pendleton Round-Up! She started volunteering at the age of 6 years old, coming to Round-Up work parties with her father Duane. Her first job was picking rocks out of the arena. Since then, she has done everything from acting as a pennant bearer in parades to driving VIP Shuttle and saddling trophy horses for champions. In 1999, Tiah served as a Princess on the Pendleton Round-Up Court and in 2001, was named Queen. Tiah is a past board member and President of the Pendleton Round-Up and Happy Canyon Hall of Fame. For 39 years, Tiah has also been a cast member in Happy Canyon. Her parts have been varied from side saddler and emigrant to the madam at Goldie’s Place.
During her 8 years on the Board of Directors, Tiah served as Sponsor Director, something that ties in nicely with her background in, and love for, professional Sports Marketing. During her time as Sponsor Director, Tiah has nearly tripled sponsorship contributions and has overseen many renovations to the Sponsor program.
As a member of the Board of Directors, Tiah has been on numerous committees, including Xtreme Bulls, Concert, Trademark and Public Relations. She has chaired the BMEC committee, Policy and Procedure committee, the Events committee and served as Secretary of the Board for 6 years. Tiah is the first woman to complete two full terms on the Board of Directors for the Pendleton Round-Up and the first woman to serve as President.
ABOUT YOUR HOSTS.
NATALIE MCFARLAND
PRESIDENT, FOUNDER
MCFARLAND PRODUCTIONS
After freelancing her way through college, Natalie established McFarland Productions in 2014, which has continued to grow rapidly over the last few years. Her passion and focus have always remained the same; capturing, understanding, preserving and promoting Ranching, Farming, Western Lifestyle and AgriBusiness. She has always had a love for the western culture and even at a young age it was unmistakably clear she would someday find a career serving the industry.
Natalie grew up on a small ranch, rodeoed, showed horses in a variety of disciplines, showed livestock, and participated in 4H and Oregon High School Equestrian Teams. She has trained herding dogs and started colts, worked with sheep and cattle and has had the experience of racing to finish up a hayfield before a rainstorm hit. She understands the joys, sorrows, wins, losses and hard work of ranchers and farmers. That’s why McFarland Productions can produce authentic marketing campaigns for the businesses, organizations, events, and brands of the western and agriculture industry – it’s who she is.
With a passion for building community surrounding brands, Natalie focuses on building real connections between companies/brands and the people that make up their community. Telling the stories of your customers and making them apart of the brand’s story is her main focus. Creating real, human, meaningful connections and strengthening community within the western and agriculture industry through strategic marketing services.
SCOUT FOSTER
DIRECTOR OF STRATEGIC STORYTELLING
MCFARLAND PRODUCTIONS
Scout’s faithfulness to the agriculture and western sports industry is rooted in tradition. Growing up in Central Florida, she stood by her family as they supported different sectors of the industry, including raising beef cattle, bucking bulls for local rodeos, and spending weekends with her grandparents who lived on Disney’s Wilderness Preserve.
Moving away from The Mouse, Scout graduated Magna Cum Laude from the Nation’s top agricultural communications college at Texas Tech University in 2022.
Now residing in Crockett, she and her husband, Lane, keep busy raising beef cattle and bucking bulls with her family. Scout also loves gardening, raising chickens, reading, and her two dogs: Rue and Dill.
