About the Reno Rodeo Foundation
Mission
Shaped by tradition and fueled by the community, the Reno Rodeo Foundation is committed to making sure every child in Northern Nevada feels valued, supported, and never forgotten.
What We Do
The Reno Rodeo Foundation improves the lives of vulnerable children and families across 14 Northern Nevada counties through four core programs that meet urgent needs, build resilience, and create opportunities for brighter futures.
Programs
Our Denim Drive provides brand-new clothing, shoes, hygiene essentials, and comfort items to children who have experienced abuse, neglect, or the trauma of entering foster care. By working directly with caseworkers and community agencies, we ensure children receive immediate support and the dignity of choosing new items at a time when so much else is uncertain.
Our Reading Rooms create safe, child-focused spaces within courthouses where children often face some of the most stressful moments of their lives. In collaboration with court staff, we provide high-quality, age-appropriate books and ranch-themed stuffed animals. These spaces support literacy while offering comfort and a sense of calm in an otherwise intimidating environment.
Our Rodeo Wish program provides personalized support to children with long-term medical, mental, and developmental challenges. Guided by nominations from their care teams — medical providers, therapists, social workers, and educators — we design experiences that bring moments of relief, connection, and joy for both the child and their family.
Our Scholarships program supports students across Northern Nevada as they pursue higher education, trade programs, and career training. With a focus on foster youth and those following nontraditional paths, these scholarships remove barriers and create real opportunities for long-term independence.
Funding
Our nearly $1 million annual budget is sustained through the generosity of our community and the strength of our partnerships. The Reno Rodeo Association, our founding organization, contributes approximately 25–30% of our budget, while the State of Nevada provides an additional 10–12% through proceeds from the Reno Rodeo specialty license plate program. The remaining support comes from individual contributions, sponsorships, grants, and our signature fundraising events: Biggest Little Shootout, Bingo Brunch, Rhythm & Rawhide, and Texas Hold ‘Em.
Our History
The Reno Rodeo Foundation was established in 1986 as a private foundation to ensure that proceeds from the annual Reno Rodeo — a historic and widely celebrated community event produced by volunteers since 1919 — would directly benefit the residents of Northern Nevada.
Originally structured as a private foundation, the organization transitioned to a 501(c)(3) public charity in 2004 to expand its ability to raise funds, build partnerships, and serve more children and families. This shift allowed the Foundation to grow its impact, increase transparency, and access broader community support.
In its early years, funding from the Reno Rodeo Association made it possible to provide scholarships to students and grants to nonprofit organizations, supporting both individual opportunity and broader community impact across Northern Nevada. Today, the Reno Rodeo Foundation focuses its funding exclusively on its own programs and does not provide individual grants to outside organizations. The Reno Rodeo Association continues to support a variety of local nonprofits in addition to its ongoing support of the Foundation.
In 2001, while the Foundation was still operating in close alignment with the Reno Rodeo Association, the organizations expanded their impact through a shared capital project: building a horseback-riding facility for students with special needs at Marvin Picollo School. This was followed by the development of the Kids’ Kampus Activity Center in 2008, a $2.6 million facility serving children in protective custody. While the Foundation had transitioned to its own structure, this project remained a collaborative effort with the Reno Rodeo Association — reflecting the continued partnership and shared commitment that remain central to both organizations today.
Today, with the support of nearly 1,000 Reno Rodeo volunteers and a growing network of community partners, the Reno Rodeo Foundation continues to expand its reach and deepen its impact.
While the Foundation has evolved far beyond its original role, the Reno Rodeo Association remains its largest donor and a deeply valued partner. Together, we share a long-standing commitment to supporting children and families across Northern Nevada, ensuring that the success of one of the region’s most recognized events continues to create meaningful impact where it matters most.
Our Future
The Reno Rodeo Foundation is focused on building on its legacy while continuing to meet the evolving needs of children and families across Northern Nevada.
Our strategic plan is centered on strengthening and expanding our core programs, ensuring that every child we serve receives meaningful, high-quality support when it matters most. This includes increasing access to essential resources, enhancing program delivery, and creating more opportunities for children to experience stability, comfort, and growth.
We are also committed to deepening our partnerships across the region, working alongside community organizations, professionals, and supporters to extend our reach and maximize our impact. By strengthening these relationships, we are able to respond more effectively to the real needs facing children and families today.
As we look ahead, we are focused on building long-term sustainability — growing our funding base, strengthening our operational foundation, and ensuring that our programs remain strong, responsive, and impactful for years to come.
Our future is guided by the same principle that has shaped our work from the beginning: making sure every child feels seen, supported, and never forgotten.