Just down the lonesome trail from the neon jungle of the Las Vegas Strip, modern-day marvels are updating the American Wild West legend by crowning a new "King of the Cowboys."
Some cling to bucking broncos or massive bulls for eight seconds that can seem like forever.
Others ride fast horses and show their skills with a lasso roping cattle or their brute strength by wrestling steers onto their backs.
PHOTO: AP
"We're all adrenaline junkies," said five-time calf roping champion Cody Ohl.
Welcome to the 49th National Finals Rodeo, a 10-day season-ending showdown where the top Professional Rodeo Cowboys Association (PRCA) humans and animals gather to decide titles, including a world all-around champion cowboy.
"Pain is guaranteed. Suffering is up to you," a rodeo promotional sign says.
The US$5.5 million event continues until Saturday with sellout crowds beyond 17,000 every night.
Thousands of visitors, even those who can't get the hottest ticket in town, leave US$53 million a year -- a jackpot for Vegas.
You're only half dressed here without a cowboy hat. Blue jeans are in style. The music is country. The aroma is pure barnyard. Gold belt buckles and fancy saddles mean success here the same way green jackets do for Masters golfers.
These are athletes, not farmhands.
Imagine Tiger Woods or David Beckham being tossed in the air or slammed to the dirt by Voodoo Child, the 1,750-pound Bull of the Year who has yet to be ridden a full eight seconds this year.
Rodeo's superstar is reigning world all-around champion Trevor Brazile, a 31-year-old Texan seeking his fifth all-around title in six years.
Brazile, who won the season steer roping crown last month, tries to complete a rare Triple Crown by taking the all-around and the calf roping division which he led before the NFR despite an early season injury to favorite horse Texaco.
"Everything has got to be perfect," Brazile said. "To try and win three in one year, everything has to work just right."
The last Triple Crown winner was rodeo legend Roy Cooper, Brazile's father-in-law, who did it in 1983.
Brazile needs US$44,512 at the NFR, equal to two wins and a runner-up effort, to break the season prize money record he set last year of US$329,924. He won 63,828 at last year's NFR and draws the biggest cheers of all.
"Getting on that stage and listening to those fans is worth all the fast-food diets we have to live on and the all-night drives," Brazile said after his title last year.
Australian saddle bronc rider Anthony Bello, now living in Utah, is the only NFR qualifier from outside North America.
Bello won his first PRCA tour title at Dallas this year aboard Saddle Bronc Horse of the Year Miss Congeniality, who tossed 70 percent of the cowboys who tried to ride her.
"She's pretty testy," Bello said after his win. "If you're not beared down she's going to throw you off pretty hard."
Another Aussie on the scene is Darrell Diefenbach, 33, now of Azle, Texas. He works as a bullfighter, a courageous cowboy who protects riders when they are tossed to the ground by luring away the huge beasts.
Together with a barrelman, or "man in the can," they look to prevent injuries, unlike rodeo clowns who are purely for crowd entertainment.
Veterinarians care for the livestock and rules help safeguard their health. Fit Bulls, cattle and horses are needed to produce the fast times and risky bounces that bring top judging point totals for difficult rides.
"You're not going to win anything if you stutter. You have to be on every day," said Canadian saddle bronc rider Rod Hay, who needs US$26,187 at the NFR to become the 12th cowboy with US$2 million in career earnings.
Ohl, a 34-year-old Texan, won a calf roping record of nearly US$300,000 and his fifth roping crown last year and took the first NFR session last week.
"Money is good if you're at the top, but the fans are what bring me back," Ohl said. "I want to retire before long, but it's hard."
Riding off into the sunset always is.
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