Johnna Espinoza
The Idaho Statesman | Edition Date: 07-18-2004
The Schoeben family of Boise is going to the 89th Snake River Stampede
in Nampa this week.
They picked up their rodeo tickets Friday and will attend the professional
rodeo for the first time.
But the Schoeben clan may notice that, unlike most rodeos, there are
no adults-only chewing tobacco booths or tobacco signs at the rodeo.
Alcohol, tobacco and their connection to sports is not a new topic,
but the debate is heating up as some fans, participants and organizers
grapple with tobacco use and tobacco and alcohol sponsorships at sporting
events.
U.S. Smokeless Tobacco Co. "is a great sponsor of rodeo but we
have not had that sponsorship at our rodeo for several years,"
said Snake River Stampede president Dennis Parry.
There will be beer at the rodeo - except for Saturday's alcohol-free
matinee - and that's OK with Dawn Schoeben, who along with husband,
Jeff, are the parents of 8-year-old Mallory, and 11-year-old Derrick.
Alcohol, tobacco and its presence at restaurants and events is something
the Schoeben family has discussed. Dawn is a former cigarette smoker.
"Those are family values you have to talk with your kids about,"
Dawn said.
"You can debate this all over the place because think about the
fair. The fair is family-oriented and there is alcohol there,"
said Middleton cowgirl Jessica Franks.
Rodeo participants, fans, organizers and sponsors are trying to sort
it all out.
Do chewing tobacco and booze belong at rodeos throughout the nation,
especially those that market to families?
Should pro rodeo turn its back on sponsors that have helped the sport
grow?
Should cowboys and cowgirls be role models, and if so, should they have
connections to alcohol and tobacco?
"To a certain extent you have to be a role model. We have to be
responsible as to how we handle ourselves. But as far as kids going
to the rodeo and stuff, I think they are there to see cowboys. I don't
think they are really there to check out (tobacco or beer signs),"
said Caldwell bull rider Kyle Joslin.
Joslin will compete in both the Snake River Stampede this week and
the Caldwell Night Rodeo that runs August 17-21.
Both Treasure Valley rodeos are among the top 20 highest-paying Professional
Rodeo Cowboys Association events in the nation and draw crowds in the
thousands nightly.
The Caldwell Night Rodeo will have a sign and scoreboard sponsored
by U.S. Smokeless Tobacco. The tobacco company voluntarily uses its
name on signage, not the names of its products, which include Copenhagen
and Skoal smokeless tobacco.
Both the Snake River Stampede and Caldwell Night Rodeo have alcohol
sales and signs or banners at their events.
Coors and Jack Daniels are national sponsors of professional rodeo.
The sport's money-leader standings carry the Jack Daniels name.
Local rodeo organizers say they are able to do a balancing act that
allows them to entertain both children and adults.
"Those are decisions each rodeo has to face," Parry said.
'Bucking' tobacco
Andrea Craig Dodge is the director of Buck Tobacco Sponsorship located
in Oakland, Calif. Her organization's mission is to restrict tobacco
sponsorship of rodeos in California.
Dodge says she has been able to get one rodeo - the Poway rodeo - to
sign a written policy saying they would not take a tobacco sponsorship
anymore.
Dodge, who networks with other anti-tobacco organizations, is concerned
about the health of those who use chewing tobacco. She also tries to
discourage youths from ever starting it.
Smokeless tobacco, according to a MayoClinic Web site, can lead to
an increased risk of oral cancer, gum disease, precancerous sores, cardiovascular
disease and nicotine addiction.
Dodge says she has talked with rodeo competitors who support a ban
on tobacco sponsorships, but does not have a rodeo competitor spokesperson
at this time.
"They agree with us that rodeo is a family-friendly sport and
it is a sport where there are athletes competing who have to be fit
and healthy, and tobacco doesn't belong. And it doesn't belong in any
sport," Dodge said.
Dodge and other health advocates, such as Selina Carver of the Idaho
Tobacco Prevention and Control Program, do counter-marketing to get
the word out about the possible hazards of tobacco.
Carver doesn't specifically target one sport. She directs educational
programs toward many sports, including baseball and bowling.
Alcohol, especially beer sales, is prevalent at many Treasure Valley
sporting events, including at Boise Hawks, Idaho Steelheads and Idaho
Stampede games.
The Caldwell Night Rodeo has unofficial separate bleachers for those
who consume alcohol and those who don't.
"Even though alcohol in any way shape or form might not be favorable
to 100 percent of the population, it is certainly acceptable by reason
of the fact that it is there to sports programming audiences both on
television and live events across the country and has been for a long,
long time," said Steve Rempelos, the Executive ice-President of
Professional Rodeo Cowboys Association Properties.
Sponsors here for now
Rempelos said his organization has no current plans to change its existing
sponsors.
In fact, Rempelos said the PRCA - the governing body of pro rodeo -
actively solicited national sponsors Coors and Jack Daniels.
"... Both of those companies have '21 means 21' responsible drinking
programs and the programs are targeted toward core sports fans within
our demographics that assist us in reaching new mainstream audiences,"
Rempelos said.
The PRCA signed a 10-year agreement with U.S. Smokeless Tobacco that
runs out in 2005. PRCA officials have not met yet with company officials
to talk about a future contract.
Craig Zimmerman, Regional Corporate Counsel for U.S. Smokeless Tobacco
Co., said his company has helped grow the sport of rodeo.
Local rodeos, Zimmerman says, are not required to tie in to pro rodeo's
national sponsors.
"If a particular rodeo was more family-oriented, we would not
participate," he said.
Some pro rodeos do have adult-only tobacco booths where those of legal
age may receive a sample or discount coupon redeemable at a store for
tobacco. The booth is staffed with a security guard and is constructed
so people cannot see into it.
"If you look at the demographics of rodeo, they are overwhelming
adult," Zimmerman said. "We don't market our products to minors.
We market it to adults because we believe it is an adult's choice as
to whether or not they wish to consume our products."
Suit over tobacco
Susan Smith, the ex-wife of saddle bronc rider Kent Cooper of Albion,
has sued U.S. Smokeless Tobacco Co., claiming that it caused Cooper's
death by getting him hooked on its product.
Cooper dropped the habit about four years before he died of throat
cancer in 2002 at the age of 47.
Smith contends the tobacco company targets rodeo, enticing cowboys
to use the product.
Cooper used Copenhagen for nearly 30 years, most of which he spent
on the rodeo circuit. Smith filed the federal lawsuit on behalf of the
couple's son.
Using tobacco is a choice says bareback rider Cody De Mers of Twin
Falls. And, he says rodeo participants may still be able to be role
models while having alcohol and tobacco as a part of their sport.
"If there are kids that look up to me, I hope they look up to
me for what I have done in the rodeo arena, not for what I do outside
the arena," said De Mers, who is sponsored by U.S. Smokeless Tobacco
Co.
"Everyone has their own choices. When you are 18-years-old you
are allowed to go down the road you want," De Mers said.
The Associated Press contributed to this story.
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