Want to tap into Black cowboy culture in L.A. beyond the Beyoncé concert? Start here

Bull rides, rope tricks and a crowd just as focused on history as the thrill — the inaugural Charlie Sampson Rodeo is set for June 28 in Norco, Calif., and it’s already shaping up to be a high-octane event, as well as a tribute to the Black cowboys who helped shape American history.

Born and raised in Watts, Sampson made history in 1982 as the first Black man to win a world championship in professional rodeo. Now 67, he’s launching this rodeo in honor of the cowboys he rode alongside, many of whom, he says, “have passed on but left their mark right here in the L.A. area.”

“I’m doing this for my fallen friends,” Sampson says. “They were part of this community, this culture. They deserve to be remembered.”

The all-day event will feature classic rodeo competitions including bull riding, calf roping and barrel racing alongside community programming that celebrates Black western heritage. Expect food vendors, family-friendly activities and special tributes to the cowboys who came before. Sampson also has invited a roster of riders who reflect the next generation of Black rodeo talent.

Even now, Sampson brings cowboy fire to everything he does. “If I didn’t get a good score, I’d go back, watch the video and go straight to the judges: ‘Tell me where I messed up,’” he recalls. “I made it hard for them to ignore me.” Trust us — you can’t ignore Charlie Sampson. If this rodeo is anything like his spirit, you’re in for one unforgettable ride.

Tickets are on sale now via Eventbrite: $39.19 for general admission, $23 for children 12 and younger, and $81.88 for VIP access.