Dairy shows fading while stock shows boom? Discover how youth engagement, tech, and agri-tainment can revive dairy’s legacy.

Look around any dairy show lately. You’ll probably recognize almost everyone there: the same faces you’ve seen for years. Fewer vendors than a decade ago. And those grandstands? Well, they’ve got plenty of empty seats. Compare that with the electric atmosphere at major beef, swine, and sheep shows across North America.

You know that feeling when you walk into a dairy show barn and… something’s just missing? The energy isn’t quite there anymore. Meanwhile, down the road at the county fair, the beef and swine shows are packed with families, buzzing with excitement, and creating memories that’ll last generations. What’s going on here?

I’ve been watching this trend for years, and it’s time we had an honest conversation about why our counterparts are thriving while we’re just… surviving. If we don’t embrace some significant changes soon, we might look at empty grandstands and faded ribbons instead of a vibrant future.

The Houston Livestock Show and Rodeo pulled in a staggering $190 million in revenue in 2022 and attracted over 2.5 million attendees in 2023. The National Western Stock Show generated $171 million in economic activity in 2023 alone. And then there’s the San Antonio Stock Show & Rodeo delivering an economic impact exceeding $288 million while investing $12 million in youth education programs.

These aren’t just livestock competitions anymore—they’ve become cultural phenomena that appeal to people who’ve never set foot on a farm. And here’s what should keep you up at night: they’re growing while we’re shrinking.

The Hard Truth About Dairy Show Participation

According to USDA data, the U.S. lost over 5,000 dairy farms between 2020 and 2023, a decline of nearly 16%. In states like Wisconsin, the trend is relentless, with hundreds of multi-generational farms closing their doors each year.

This consolidation hits show participation hard. Larger operations rarely prioritize showing cattle, while smaller family farms that have traditionally filled our show rings are disappearing. When you’re focused on component pricing and robotic milking efficiency, fitting a show string often falls off the priority list. But I wonder: Is that a mistake that costs us more than we realize?

Even our premier showcase, World Dairy Expo, is feeling the pinch. Commercial exhibitor numbers declined from 884 participating companies in 2017 to 551 in 2024—a nearly 38% reduction. But declining farm numbers aren’t our only challenge. Preparing and showing dairy cattle demands substantial time, expertise, and resources. Plus, recent health challenges like Highly Pathogenic Avian Influenza (HPAI) add another layer of complication with testing protocols and movement requirements for exhibitors in at least 16 states with affected herds.

What This Means for Your Operation

If you’re still actively showing cattle, you compete in a shrinking arena, literally and figuratively. Fewer participants mean less competitive diversity, potentially diminished prestige, and ultimately, reduced value for your marketing efforts. Those gorgeous show photographs of your “EX-96” champion Holstein mean less when there are fewer eyes to see them and fewer progressive breeders to purchase your genetics.

What’s Working for Stock Shows (That We’re Missing)

For decades, the dairy show’s singular focus on genetic evaluation and type classification has served the purebred industry well, but in a changing world, this narrow focus has become a liability. The most successful stock shows have mastered three key areas we’re struggling with:

Multiple Demographic Appeal

The most successful stock shows have created “something for everyone” environments. The Houston Rodeo’s blend of livestock events, headline entertainment, educational exhibits, and carnival atmosphere isn’t just about attendance numbers—it’s about cultivating relationships with urban and suburban communities.

Youth Development Powerhouses

Stock shows excel at jackpot circuits—frequent, accessible events that allow young exhibitors to gain experience in competitive but lower-stakes environments. As one source notes, “The more Jackpot Shows a youth goes to, the more they’ll learn about raising livestock, showing, and winning at fair.” We have strong programs like Dairy Bowl and Dairy Challenge, but we’ve failed to create the same accessible “feeder system.”

Event Experiences, Not Just Competitions

Leading stock shows have transformed from simple competitions into comprehensive entertainment destinations. Too many dairy shows still operate primarily as insider events, technically excellent but failing to create the same magnetic appeal that draws in the broader community.

Your Blueprint for a Dairy Show Revolution

It’s time to stop lamenting declining participation and start implementing bold changes. Here’s your action plan for revitalizing dairy cattle shows:

1. Reimagine Youth Engagement

Create More Accessible Entry Points

The jackpot show model has proven extraordinarily effective in the beef, sheep, and goat sectors. We need dairy-specific jackpot circuits that provide:

• Regular, affordable practice opportunities
• Lower-stakes environments for skill development
• Consistent feedback from varied judges
• Geographic accessibility for more participants

Diversify Youth Programming

While dairy shows have strong youth components like showmanship, stock shows excel in offering a wider array of skill-building activities:

• Skillathons and knowledge competitions that test comprehensive understanding of dairy husbandry
• Marketing and communication contests focused on promoting dairy genetics
• Structured mentorship programs pairing experienced exhibitors with newcomers

4-H Canada reported 17,434 members involved in 45,460 projects in 2022, with Ontario seeing significant 30% growth that year. This demonstrates that youth interest exists, but are we capitalizing on it with innovative, accessible programs?

Break Down Financial Barriers

We need creative solutions to reduce financial barriers:

• Robust animal leasing programs connecting farms with interested youth
• Project scholarships beyond traditional show ring prizes
• Community-sponsored animals for youth without farm backgrounds
• Grant programs to assist new families with expenses

2. Modernize Show Formats

Introduce New and Engaging Classes

Consider innovative show categories that increase audience involvement:

• “People’s Choice” awards allow spectators to vote for their favorites
• “Functional Type” classes focus on traits important for modern production
• Youth-focused fun classes, like costume contests, create memorable experiences

Improve Presentation and Commentary

Make dairy shows more accessible to newcomers through:

• Professional, educational announcing that explains judging criteria in accessible language
• Clear visuals, including large screens showing class information
• Streamlined show scheduling that maintains audience interest

The recent Purebred Dairy Cattle Association (PDCA) updates to its Show Ring Code of Ethics, effective March 1, 2025, demonstrate our willingness to adapt. We need to extend this innovative thinking to the entire show experience.

Integrate “Agri-tainment”

Add complementary attractions enhancing the overall experience:

• Dairy product tastings and cooking demonstrations
• Interactive educational exhibits about modern dairy farming
• Family-friendly activities connecting visitors to dairy agriculture

Traditional Dairy Show Approach	Modernized Experience
Technical judge’s reasons focused on linear trait evaluation	Clear commentary explaining decisions in accessible language while referencing key conformation traits
Limited audience engagement	Interactive elements like “People’s Choice” voting and educational displays
Focus solely on competition	Complementary attractions (tastings, demonstrations, education)
Complex class structure	Streamlined schedule with variety for spectator interest

3. Harness Technology for Wider Reach

Digital Engagement Strategies

• High-Quality Livestreaming: Professional broadcasts with commentary make events accessible globally
• Show-Specific Apps: Digital tools for schedules, entries, results, and exhibitor information
• Social Media Integration: Create consistent, engaging content before, during, and after shows

Show management technology like Showman.app can streamline online entries, process payments securely, and disseminate results quickly. This frees up valuable time for more strategic activities.

Why This Matters

The digital audience for your show could potentially be many times larger than your in-person attendance. Failing to embrace technology limits your reach and misses opportunities to showcase your animals to a global audience.

4. Market Strategically to Multiple Audiences

Tell the Dairy Story

Focus marketing on the people, passion, and heritage:

• Highlight the dedication of exhibitors and their deep connections with their animals
• Showcase family traditions and multi-generational aspects of dairy farming
• Connect show ring excellence to broader food system contributions

Target Diverse Audiences

Develop distinct marketing strategies for different segments:

• Families and Youth: Promote shows through schools, 4-H clubs, and community groups
• General Public: Frame events as educational entertainment and agritourism opportunities
• Potential New Exhibitors: Offer introductory clinics and “learn to show” days

Breed Association Perspective

For perspective, Holstein USA reports that across 11 National Holstein Shows in 2022, 463 different animals placed in the top three of their classes, while the 2024 National Holstein Convention attracted over 700 enthusiasts. These numbers demonstrate continued interest but also point to a need for growth strategies.

5. Enhance Exhibitor and Spectator Experience

Facility Comfort and Accessibility

Ensure venues provide:

• Adequate seating with clear sightlines
• Good lighting and audio systems
• Accessible amenities for all attendees
• Comfortable environments for both animals and people

Create a Welcoming Atmosphere

Foster inclusivity through:

• Making events inviting for newcomers and first-time exhibitors
• Providing clear explanations of processes and expectations
• Celebrating participation alongside competitive achievement

Value-Added Activities

Incorporate complementary elements:

• Trade shows featuring dairy equipment and genetics
• Educational workshops on topics like genomic selection
• Networking opportunities for industry professionals

The Ethics Balancing Act

As we innovate, we must maintain our industry’s integrity. Recent updates to the PDCA Show Ring Code of Ethics reflect a proactive effort to address evolving fitting techniques and reinforce ethical conduct.

The allowable topline hair length was increased from 1 inch to 1.5 inches. More critically, the code now specifically addresses controversial practices such as teat setting, over-bagging, and misrepresentation of lactation status.

These changes strike a necessary balance between tradition and evolution. But let’s be brutally honest: our industry has too often turned a blind eye to questionable practices in the name of show ring glory.

We can modernize our shows while maintaining ethical standards that preserve public trust in dairy exhibitions.

The Bottom Line

The dairy cattle show scene is pivotal, much like the crossroads many operations faced when deciding whether to invest in robotic milking systems. The status quo simply isn’t sustainable.

Success will require abandoning our rigid adherence to tradition and embracing necessary innovations. The recent PDCA updates demonstrate our industry’s willingness to evolve. This same adaptive mindset must extend to youth engagement strategies, show formats, marketing approaches, and technology integration.

Most critically, dairy shows must reconnect with their fundamental purpose: celebrating excellence in dairy breeding while fostering the next generation of industry leaders. By emphasizing the unique attributes of dairy cattle while making shows more accessible and engaging, we can secure their place in agriculture’s future.

The path forward involves collaboration among breed associations, show organizers, industry partners, and educational institutions. As dairy cooperatives leverage many farms’ collective strength, our show community must work together toward a common goal.

The question isn’t whether dairy shows will change—it’s whether you’ll be part of driving that change or be left behind when it happens.

What bold moves will you make to reinvigorate your dairy show participation this year? The future of dairy exhibitions depends on your answer.

Key Takeaways:

• Reimagine youth engagement through jackpot shows, skillathons, and financial aid to lower entry barriers
• Modernize events with “People’s Choice” classes, agri-tainment, and professional commentary
• Leverage technology via apps, social media, and live-streaming to broaden reach
• Market strategically by highlighting dairy’s heritage and life skills for urban audiences
• Balance tradition with ethics to maintain credibility and animal welfare

Executive Summary:
Dairy cattle shows face declining participation amid industry consolidation and high barriers to entry, while stock shows thrive through youth programs, entertainment-driven events, and strategic marketing. To revitalize, dairy shows must adopt proven strategies: create accessible youth pathways, modernize formats with spectator-friendly classes and tech integration, and rebrand as community-focused experiences blending education and entertainment.

Complete references and supporting documentation are available upon request by contacting the editorial team at editor@thebullvine.com.

Learn more:

• Life Lessons Learned from the Dairy Cattle Show Ring: A Guide for Young People
• From Show Ring Legend to Industry Innovator: The David Dyment Story
• Discover the Future of Dairy Farming at the 79th International Livestock Exhibitions of Cremona

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