The story of New England Rodeo
Norton, Mass. – The cozy town of Norton offers a scenic reprieve from the hustle and bustle of Boston. But you might think you’ve traveled a little farther south of the city than 30 miles when you stumble upon New England Rodeo—the only event of its kind in the state.
Nestled off a dirt road outside the town’s center, New England Rodeo offers an experience that many think can only be found in the American West: cowboys and cowgirls in mud-stained boots, Toby Keith’s “Red Solo Cup” on the speakers, and dozens of thousand-pound bulls itching to chuck their riders into the dirt.
Owner Elias DaSilva, a former PBR bull rider from Brazil, started the weekly rodeo in Norton 10 years ago after doing smaller events at fairgrounds around the state. Rodeo season runs from May 18 to September 28 and includes weekly bull riding and barrel racing, which brings in cowboys and cowgirls from across New England and Brazil.
“I wanted to do a small rodeo here, and it’s worked,” DaSilva said. “I like when new people show up to be cowboys and new kids show up to get involved every week.”
While rodeos are notoriously popular in the American West, today’s Professional Rodeo Cowboys Association was actually founded in, believe it or not, Boston, Mass. In 1936, cowboys walked out of a Boston Garden rodeo to protest fair pay. Originally called the Cowboy’s Turtle Association (slow to organize, unafraid to stick their necks out when needed), the group became the Rodeo Cowboys Association before transitioning to today’s PRCA.
Besides being one of the only rodeos in the region, New England Rodeo has another unique quality—it is literally a family affair. Strategic Advisor and barrel racer Kelly Pina shares her love of rodeo with husband and announcer Eddie, as well as her stepson Logan, who is in charge of music production.
“We all have different passions, but it all still comes back to being a family,” Pina said.
The same goes for bull riding judge Richard Rhuda, whose son Shane is also a bullfighter. Rhuda’s job as a judge is to award up to 50 points for each bull ride—zero to 25 points depending on the difficulty of the bull, and up to another 25 for the rider’s skill.
“You know you’re not going to hurt the bull,” Rhuda said. “You’re competing against yourself.”
As a bullfighter, Shane Rhuda’s job is to distract the bull until its fallen rider can get to safety. Shane grew up calf-roping, but was thrown into the ring one day in 2018 when there was a vacancy. Despite the dangers, Rhuda said bullfighting gave him a newfound respect for rodeo and the animals.
“I love protecting people and the feeling you get after making a save,” Shane Rhuda said. “I jokingly say you have to have something wrong with you to do it. The adrenaline is crazy—I’ve played football, I’ve played other sports, and it’s not the same.”
Larger rodeos—such as the Houston Stock Show and Rodeo or the National Western Rodeo in Denver—showcase a myriad of traditional rodeo events like steer roping, mutton busting, livestock shows and calf scrambles. New England Rodeo has a smaller program, kicking off with a few youth events—including games and entertainment for the children—before starting the professional competition with rodeo’s most famous events: bull riding and barrel racing, which involves a sort of obstacle course for female horseback riders.
Barrel racing brings in cowgirls from across the state and region. Youth barrel racer Cassidy Marchand from Pembroke, Mass. competes with her twin Caitlyn. Once the season starts in May, cowgirls will compete for points every Saturday until the finals on Sept. 28, where the top racers will take home the largest checks.
“If you win, you win,” Marchand said. “If you lose, you lose. You always have a good time no matter what’s going on. We’re all one gigantic community.”
Before her race, Marchand “dolls up” her horse, Sharona, giving her a full makeover with curlers and hot pink hair extensions on her mane, as well as a generous serving of glitter on her hindquarters. And when it comes to rodeo preparations, it’s all hands on deck. Olivia Stanley, who was introduced to New England Rodeo two years ago by her boyfriend and works the bull chutes, helped Marchand braid Sharona’s mane.
“They’ve all taken me in and I’m not even a rodeo person,” Stanley said. “I’m learning the ways through these girls here and everyone’s very friendly and helpful, and they just want everyone to be a part of it.”
New England Rodeo, located in Norton, Mass., runs every Saturday night from May 18 to Sept. 28. Tickets (Adults $20, Seniors 65+ $15) are sold cash-only at the gate, and kids 7 and under get in for free. For more information visit nerodeo.com.
