EPISODE
35
The Evolution of Marketing in the PRCA with Amy Fast
EPISODE LINKS.
SHOW NOTES.
Join us on this episode of McFarland Minutes as Natalie McFarland and Scout Foster sit down with Amy Fast, Vice President of Broadcast and Digital Media at the PRCA, to discuss her intriguing journey within the organization. Amy shares her experiences from starting as a webmaster to her current role, detailing the evolution of PRCA’s digital presence and marketing strategies. Learn about the exciting new venture, Pro Rodeo Films, and its mission to tell compelling stories from the rodeo world. Amy also gives a sneak peek into PRCA’s goals for 2025 and 2026, emphasizing the importance of community building and fan engagement. Don’t miss out on this insightful conversation packed with stories, aspirations, and invaluable lessons on leadership and mentorship.
00:00 Introduction to McFarland Minutes
00:38 Interview with Amy Fast from PRCA
01:15 Amy’s Journey to PRCA
06:50 Challenges and Achievements at PRCA
11:10 Evolution of PRCA’s Digital Presence
22:35 Pro Rodeo Films: A New Initiative
27:57 Engaging New Audiences in Rodeo
28:43 Breaking Stereotypes in Rodeo Culture
29:28 The Emotional Connection of Rodeo Fans
33:21 Future of Pro Rodeo Films
33:34 Building a New Studio
37:46 Goals for 2025 and 2026
45:47 Personal Insights and Reflections
49:00 The Role of Dogs in My Life
51:52 Conclusion and Final Thoughts
ABOUT THIS EPISODE.
Welcome to another edition of McFarland Minutes, your weekly soft launch to Monday mornings. This week, we are excited to share a conversation with Amy Fast, Vice President of Broadcast and Digital at the Professional Rodeo Cowboys Association (PRCA). Natalie McFarland, founder and president of McFarland Productions and Director of Strategic Storytelling, Scout Foster talk through Amy’s journey through the rodeo world, her impact on marketing and media at the PRCA, and the future of rodeo film production.
Amy began her career with a degree in digital media, which led her to a role at the Colorado Springs Gazette. She later moved to the PRCA, starting as a webmaster, driven by a genuine interest in the western lifestyle and a love for Charlie Russell’s American Western narratives, a connection she developed during her academic years.
Through years of dedication, Amy played a key role in transforming the PRCA’s digital presence. She advocated for a strong online infrastructure with automated rodeo results and pushed for a more dynamic social media strategy at a time when the potential of social media was still uncertain. Her efforts expanded the PRCA’s reach and influence, both within its traditional fan base and with new audiences.
One of Amy’s major initiatives is Pro Rodeo Films, an internal film crew devoted to telling authentic rodeo stories. Championed by Paul Woody, the project captures the true essence of rodeo life, from the vibrant communities hosting events to the athletes inspiring fans worldwide. Pro Rodeo Films reflects the PRCA’s commitment to sharing the multifaceted world of rodeo with a broader audience.
The initiative also serves as a community-building tool, drawing in fans who may have never experienced rodeo before. Through documentaries and engaging social media content, Pro Rodeo Films fosters a welcoming culture that extends beyond traditional rodeo circles. This approach invites curious audiences to connect with the western lifestyle and rodeo heritage.
Looking ahead, Pro Rodeo Films has ambitious plans, including developing a studio warehouse and increasing production quality to compete for awards such as an Emmy. The PRCA aims to grow its purse money, enhance digital engagement, and expand its audience, particularly targeting younger demographics with innovative content strategies.
Amy Fast embodies the dedication and vision needed to advance an industry while honoring its rich traditions. By aligning the PRCA’s media strategy with modern technology, she fosters growth and strengthens the community around this cherished American sport. We thank Amy for sharing her journey and insights, giving listeners a deeper look into the exciting developments within the rodeo world.
IN THIS EPISODE.
Amy Fast
Vice President of Broadcast and Digital at the Professional Rodeo Cowboys Association (PRCA)
719.528.4721
afast@prorodeo.com
Amy Fast is the Vice President of Broadcast & Digital for the Professional Rodeo Cowboys Association (PRCA), where she oversees the organization’s digital media, social platforms, and broadcast initiatives. A longtime member of the PRCA team, Amy has played a key role in expanding how fans experience professional rodeo through her work with The Cowboy Channel, ProRodeo.com, ProRodeoTV.com , and PRORODEO Films. She also manages footage licensing and digital content strategy, helping to grow the PRCA’s reach and strengthen its connection with audiences worldwide.
Originally from Great Falls, Montana, and a graduate of the University of Oregon, Amy combines her creative vision with a deep appreciation for the sport’s traditions. Away from headquarters, she devotes her time to showing and breeding Weimaraners, reflecting her lifelong love of animals and dedication to excellence both personally and professionally.
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.
