Say hello to “Cowboy Kevin”! With National Finals Rodeo continuing this week, Kevin Kenny, marketing manager for Rio Las Vegas, really gets into the lifestyle. It’s not a front—Kenny comes from the rodeo lifestyle in Montana.

“I’ve taken touch points from that (lifestyle) and brought it to Las Vegas,” Kenny says. “I think I was able to adapt and make it a true rodeo experience for rodeo fans.” He’s talking about Rio Round-Up, the fully immersive NFR experience that takes over the property’s Masquerade Village throughout the rodeo. The experience is Kenny’s baby; he launched the event last year and is bringing it back this year—bigger and badder than ever.

Kenny joined the property in 2023, but before that he handled the NFR experiences at MGM Resorts International, and before that he built up his marketing skills at various firms in the city. “The favorite part of marketing is storytelling,” he says. “I’m creative by nature. So being able to build something from an idea or thought and making it come to life and showcase it to the world, I love doing.”

And the Rio Round-Up is part of that creativity that Kenny has brought to his position. As soon as the weather turns, he puts his cowboy boots and badge on and is known on-property as Cowboy Kevin. “I saw the potential and wanted to build out a whole experience for NFR guests. In one year, we broke the mold and created something next level.”

Photo by: Christopher DeVargas

Libation:

Pendleton Prairie Mary

Visiting Rio Round-Up is worth it alone just to grab the 32-ounce Pendleton Prairie Mary at the Big A$$ Bloody Mary Bar, operating during the rodeo. Customize the cocktail with Pendleton whiskey, Bloody Mary mix, hot sauces, pickled garnishes and a flowing pickle brine fountain.

Benefit: Rio Round-Up is free and includes watch parties, live bands, DJs, VIP options and rodeo star Matt Merritt as host.

Rio Las Vegas. riolasvegas.com

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