VERO is proud to partner with the Pendleton Round Up in building a watch for their 116th annual rodeo. The Pendleton Round-Up is one of the most famous rodeos in the American West. The first Round Up dates back to 1910, founded by Roy Raley and local community leaders to celebrate Western heritage and cowboy skills. 

Known for its famous slogan, “Let ’er Buck!”, the event features rodeo competitions, parades, and Indigenous traditions by the Confederated Tribes of the Umatilla Indian Reservation (CTUIR), which includes three tribes: the Cayuse, Umatilla, and Walla Walla peoples. Today, it draws approximately 50,000–65,000 visitors each September, continuing a century-old tradition of Western culture and community spirit in Pendleton, Oregon.