Woman Behind the Bill Picket Rodeo

CHLOE: Tell me how you became the woman behind the Bill Pickett Invitational Rodeo.

VALERIA: It's kind of a funny and not funny answer to that. I was married to the founder of the Bill Pickett Invitational Rodeo — Lu Vason.

Lu was a very unique person. If you told him he couldn't do something he would say (shrugs) "I can do it". Everybody told him he wouldn't be successful, but he was very excited to start the rodeo.

He became sick and while he was sick, he wasn't able to travel. He said the only way the rodeo could continue was with me! I said "Yes - I will do it. You get better and I'll make this work." Shortly after.. he passed.

CHLOE: How important is the role of the black woman to black cowboys? How do we encourage their growth and success?

VALERIA: One thing Lu would always say was that he always surrounds himself with women, because women pay attention to detail. At the time I didn't think about it. When I took over the organization, I surrounded myself with some beautiful incredible black women in the rodeo. It is with them that we were able to elevate Bill Pickett to where it is today. Without them we wouldn't have gotten here.

You know that old saying "it takes a village?" It really does!

CHLOE: What is the biggest lesson you've learned in your role?

VALERIA: I'm going to have to think about that one. I guess the biggest lesson I've learned is that while we are an all black African American association - you never exclude other people. We wanted to first provide something for our community. Now that purpose has expanded for me, it should provide something for the world. For everybody.

We need to tell the story to others and not hold it to ourselves.

In August, we had a group of 22 people who flew from Jeruselim to Atlanta to go to the rodeo. The lesson I've learned is that you have to be inclusive of everybody. It is our job to teach them, educate them and expose them to our history of the black cowboy and black cowgirl.

We have people who come from all over the world to see our rodeo. People from Australia, Japan, New Zealand, China, Africa...London.

CHLOE: In 1984 - Bill Pickett Rodeo was born. What were some of the early conversations like with your husband as he grew more and more committed to the development of the black rodeo?

He was like I just want to make the community happy and I understood that - but to be able to sustain yourself, you have to create a model and it has to make sense. We had some ups and downs (laughs) because we approached business differently. But - it all worked out in the end. He started listening because when you run things correctly - you can do more. More than you ever imagined.

CHLOE: How special did it feel in 2021 for the African American rodeo to be nationally televised the same year Juneteenth became a national holiday?

VALERIA: It was an out of body experience when I was standing in the MGM arena in Las Vegas. Looking at the monitors and the signage saying Bill Pickett Invitational Rodeo! Tears came down my face because I never envisioned seeing that. It was a moment of pure (speechless)...I don't know how to describe it.. feeling very blessed and so excited for the black cowboys and cowgirls because they haven't experienced anything like that. I couldn't contain my excitement for them. Seeing them walk out being proud black cowboys and cowgirls. It was a day I will never forget.

CHLOE: What is the key to creating a safe space where black folks can be uplifted, such as the rodeo?

VALERIA: It is always important to create something that people can feel good and proud about. When people walk in, you want them to feel a part of it. You want them to feel - "This represents me!" When they leave, you want them to feel "Oh my God, I am grateful to experience this with people who look like me and it was all done in love and peace."

The Bill Pickett rodeo focuses on being a family friendly environment where people can bring their kids. They don't have to worry about the lyrics in the music. What we feed our people is what they take away. We feed them clean entertainment, education, history and excitement. The key is making sure you give everybody else what you want.

CHLOE: What do you see in the future for the Bill Pickett Invitational Rodeo. This is the 40th year anniversary so how does it compare to the 1st, or even 10th year anniversary and what do you envision for the 100th year anniversary?

VALERIA: Ultimate goal is to get us to New York...Madison Square Garden with the Bill Pickett Rodeo. Another dream is to have a television series about the BPIR or a movie.. which I'm working very hard on now. Those are my future goals. I think that would just cement Bill Pickett Rodeos history in society.

There's a lot to celebrate - we are putting more focus on our peewees and juniors - lifting them up. We have elevated our added money and gifts to our contestants. I know Lu is sitting up there saying "Good job." I would not have thought we'd make it to forty years. It's just being able to give back to the community and give them something to be proud of.