@colekincart

Last week, WIIT had the pleasure of attending a rather unique event in our catalog. While we mainly cover concerts, tours, and artist events, given our break from school, we wanted to do something a little different. Station manager Cole (myself) and friend of the radio Claire had the privilege of attending and witnessing the sold-out PBR Unleash The Beast event in Chicagoland.

What makes this event unique is our background. Claire and I both grew up in rural parts of the Midwest. I hail from Rapid City, South Dakota, where cows outnumber people three to one, and Claire grew up along the “Missoura” River near Wildwood. With this background, we were eager to feel our roots and see what a PBR event in Chicago had to offer, since we were only familiar with smaller rodeos that also featured stock shows and were more business than entertainment. And boy, were we blown away.

Having lived in Chicago for almost four years now, I’ve always wanted to attend this event. Since it always falls in January, the timing has been hit or miss due to the holidays, but I knew this year would be different. How fitting that this year was also the year of the PBR press conference, during which Rosemont Mayor Brad Stephens proclaimed January 10 Professional Bull Riders Day. It’s exciting to think this opens the door for a permanent January event in the area—or at least a few more years to come (win for me!).

You might be wondering, “What exactly happens at a two-day PBR event?” For context, this year’s Unleash The Beast marked the 15th time PBR has brought its premier event to Chicagoland. Over two nights, more than 40 of the best bull riders in the world faced off against the sport’s fiercest bovine athletes in the ultimate showdown of man versus beast. Each rider aimed to last the full 8 seconds, after which a score out of 100 would be awarded—50 points for the bull’s performance and 50 for the rider’s. As someone who thrives on high-energy events, I was instantly hooked by the action.

Of course, like anyone, Claire and I had to make sure our outfits were on point. Despite a wardrobe better suited for punk shows or techno raves, my upbringing ensured I had some Wranglers and a pearl snap shirt stashed away. Claire, meanwhile, paired her cowboy boots with a fleece-lined denim jacket, a nod to her Missouri roots. We fit right in with the crowd, a fascinating blend of seasoned rodeo-goers and curious locals experiencing their first PBR event.

Dinner at the nearby Culver’s before the event felt like a time warp to my South Dakota days. The crowd, clad in cowboy hats and Carhartt jackets, exuded an authenticity that made the experience feel more grounded. Inside the Allstate Arena, the energy was electric, and the event’s organization was flawless. The team worked seamlessly, preparing the next bull ride while the current one was still in progress. The efficiency was impressive, and it kept the adrenaline flowing all night long.

Highlights of the evening included Australian rider Brady Fielder’s stellar 89.25-point ride on DirtyBru, which brought the crowd to its feet. Fielder’s performance not only secured him a win for Round 1 but also pushed him into the Top 15 in the race for the 2025 PBR World Championship. The night also featured history-making moments, like Joao Ricardo Vieira logging his 1,000th career ride—an incredible milestone in the sport.

If you’re reading this as a friend of WIIT, I’m not saying you have to attend the PBR when it returns next January, but I’m definitely planning to go again. It’s not for everyone, but the mix of high-stakes action and nostalgic charm made it more than worthwhile. On a cold January day, it was the perfect way to escape the chill, and I’d encourage anyone to keep an eye out for next year’s event in Chicago—you might just be surprised by what you find.