With a new hat on his head and another nearly in hand, Anthony Ray Villa sits for a hat fitting at Botas El Mudo, 1938 S. Sixth Ave. His father, Greg Villa, holding Anthony, said, "It's his first Rodeo Parade, so we're getting him ready for it."

Photos by Chris Richards / arizona daily star

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Business owner Mauro Muñoz is hanging his cowboy hat on local rodeo fans and out-of-town guests, hoping they'll help him meet his bottom line.

"We're selling a lot of boots," said Muñoz, owner of a new Western store called Botas El Mudo, 1938 S. Sixth Ave., through a translator. "We're seeing more customers this week and hope to see more."

The shop, which sells boots, hats and other Western attire, opened in January with a slow start but lately business has been picking up, said Yarali Galvez, a sales associate at the shop.

The reason — La Fiesta de los Vaqueros, also known as the Tucson Rodeo — which South Side retailers, hoteliers and restaurateurs credit for brisk sales this week as the event reached its mid-week gallop.

"We had one contestant order 60 pairs of boots," Galvez said. "Things are looking good."

Established in 1925, the rodeo was created by area dude ranchers and civic leaders to boost tourism and serve as an economic draw for the city, said Gary Williams, general manager of the rodeo.

"We're still feeling those effects. The rodeo is drawing a lot of cowboys from out of town," said Williams, noting that about 24,000 attendees come from out of state. "They're buying food, fuel, sodas, beer, whatever they need. The impacts are huge."

The event is expected to draw 60,000 attendees this year during the nine-day event, spending more than $13.5 million at hotels, restaurants, retail shops and gas stations near the Tucson Rodeo Grounds, 4823 S. Sixth Ave., Williams said.

The 11 hotels along South Tucson Blvd., near Tucson International Airport, have been filling up with contractors, bull riders, and other rodeo contestants and officials, Williams said.

Since the Tucson Gem, Mineral & Fossil Showcase ended in mid-February, the hotels have stayed busy for the rodeo, said Ray Johnston, owner of the 150-room Best Western Las Brisas, 7060 S. Tucson Blvd., and the 126-room Hampton Inn Tucson-Airport, 6971 S. Tucson Blvd.

Both hotels are expected to remain full throughout the month, he said.

"January was a very good month and February is probably the best month we've had in a few years," Johnston said.

Restaurants are also busy along South Sixth Avenue.

For 30 years Charlie Parsons, 71, president of Tucson-based Parsons Steel Erectors Inc. and a Marana rancher, has been heading to the Silver Saddle Steak House, 310 E. Benson Highway, during rodeo events.

The steakhouse, a popular destination for rodeo attendees, sees its sales rise by up to 40 percent during the rodeo week, said Mario Alva, a manager at the Silver Saddle.

"Right after the parade we see the lunch rush," he said. "And then boom, it's busy Thursday, Friday and Saturday. Every year you can expect it."