Bulls, broncs and barrel racing: JR's Rodeo rides back into Morganton
JR Drake and Madison Lovelace are the driving force behind JR’s Rodeo. The Hickory-based cowboy exhibition will return to the Burke County Fairgrounds for two shows on Sept. 27 and 28.
JR Drake and Madison Lovelace are the driving force behind JR’s Rodeo. The Hickory-based cowboy exhibition will return to the Burke County Fairgrounds for two shows on Sept. 27 and 28.
Crowds line the arena during JR’s Rodeo at the Burke County Fairgrounds in July.
Madison Lovelace circles the arena bearing an American flag during the opening ceremony at JR’s Rodeo in July. The rodeo will return to the Burke County Fairgrounds on the last weekend in September.
A cowboy sits on the ground in the arena after being thrown from a horse at JR’s Rodeo in July.
This little cowboy looks pleased as punch with his new hat at JR’s Rodeo.
A cowgirl competes in the barrel racing competition at JR’s Rodeo. The rodeo will return to Morganton at the end of September.
Saddle up and hold onto your hats. The rodeo is coming back to town.
Hickory native and 48-year rodeo veteran JR Drake will bring his rodeo to the Burke County Fairgrounds for two shows on Sept. 27 and 28. Drake and his assistant, Madison Lovelace, are already hard at work, mowing, cleaning and preparing the arena for two nights of non-stop action.
RODEO IN HIS BLOOD
For Drake, 73, life as a rodeo cowboy was always in his blood. “My dad always wanted me to be a cowboy,” he said. “He was a professional boxer, and he always wanted me and my brother to be tough.”
At age 6, Drake became the proud owner of his first pony, transported home in the back of his dad’s 1953 Ford car.
“He took the back seat out of it (the Ford), walked the pony up into it, and took it home,” he said.
Soon, Drake had trained the pony to do tricks, and the young man found his love in working with horses. He trained his first full-size horse and competed with him.
“I didn’t have a horse trailer, so I had to ride my horse to the show,” Drake said. “It was about two or three miles.
“The first time I ever showed him, I won a blue ribbon.” Drake was hooked. “I hung that old blue ribbon up and I was proud of that thing,” he said.
As a young teen, Drake began working with wild horses trucked in from Wyoming. He described how he tamed the “bucking horses” brought in for horse sales.
“I’d go out there (in the corral) and throw a rope on one and pull him up to a pole in the middle,” Drake explained. “I’d give him food and water for a couple of days and let him wear himself down. Then I’d put a saddle on him and here we’d go.”
Drake started riding bucking horses at age 17, then graduated to what he describes as “the most dangerous sport in the world, bull riding.” He said he has “broken more bones than I can count.”
In his late 20’s, Drake began working the rodeo circuit, and with his own business, regularly put on about 20 rodeos each year.
In its infancy, JR’s Rodeo traveled as far away as Texas, but now, the organization spends most of its time in Kentucky, Tennessee, and North Carolina. Drake said he is grateful for his profession.
“God’s been good to me,” Drake said. “My life is lived for the good Lord Jesus Christ.”
A CHANCE MEETING
Drake also credits God for a chance meeting earlier this year with Lovelace, whom he now refers to as his “adopted daughter.”
Lovelace, who owns and operates a sports medicine taping business for horses (therapeutic kinesiology tape offering support for muscles, tendons, and ligaments) happened into a restaurant when Drake was having lunch.
“We got to talking and I asked if maybe I could promote my business at his events,” she said.
What began as a chance meeting has blossomed into a strong partnership. Lovelace runs much of the business side of the organization, while also rolling up her sleeves for the manual labor involved with staging a rodeo.
“She does a lot of the work, and I just get on the tractor and mow,” Drake stated, “unless she beats me to it.” He motioned to his assistant. “She’s taken a lot off of me,” he said. “We’re a good team.”
Lovelace is now Drake’s right-hand woman, helping him prep rodeo arenas, fielding business calls and even carrying the American flag into the arena on horseback at the beginning of each show.
According to Drake, Lovelace is an indispensable part of his organization. “When I need something done, I don’t tell her but one time, and it’s done,” he explained. “That’s the reason I haven’t given her a pink slip.
“She does things real well and I’m proud of her,” he said with a smile.
SHOW PREP
For now, Drake and Lovelace are spending their days preparing the fairgrounds and wearing their “JR’s Rodeo” shirts out in public to stir up interest in the upcoming event.
“Everywhere we go, we’re wearing JR shirts and people will say ‘Hey, there’s a cowboy and a cowgirl.’ People start talking because they know the rodeo’s in town,” Drake said.
The rodeo owner prides himself on offering a clean, family-friendly event, which will feature food trucks, local vendors’ booths, and JR’s own merchandise for those who want cowboy hats and other rodeo wear.
There’s even a sheep statue where youngsters can pose for pictures and practice their technique for the mutton bustin’ competition.
On Saturday night, JR’s Rodeo will give away a pony to the best dressed young cowboy or cowgirl. Competitors must be 8 years old or younger. The pony, a black and white paint, will be at the rodeo on Friday night for a meet and greet.
“Our thing is, we are family-friendly,” he said. “We don’t drink. We don’t allow alcohol or guns in.”
Drake has turned down offers from beer companies who wanted to sponsor the rodeo. “I tell them, I’d like to have your money but I’m sorry, but we’re not going to do that,” he stated.
JR’s rodeo features several events, including mutton bustin’, barrel racing, and saddle bronc, as well as the premier event each evening, bull riding.
Cowboys and cowgirls sign up for Drake’s shows and travel from across the country to test their skills.
Those who compete, especially in bull riding, can walk away from the rodeo with a hefty payday.
Tickets for the rodeo are already on sale at Little Caeser’s locations in Morganton and Lenoir. Drake advises paying for admission ahead of time in order to avoid the long lines typical at the shows.
“The good thing about buying tickets (in advance) is you don’t have to wait in line,” Drake said. “We have had lines from 200-300 feet away.
“If you have your tickets, you can walk right on by the lines and straight through the gate,” he noted.
Drake also offers a $5 discount for patrons who attended the July rodeo and hung on to their tickets.
JR’s Rodeo offers special rates for churches and special needs groups. Those interested in group discounts can call 704-842-0480 for more information.
“We’ve heard people say this is one of the best rodeos they’ve seen,” Drake said. “We make it good because we work so hard at it.”
Sandra Wilkerson Queen is the arts & entertainment editor for The Paper. She may be reached at 828-445-8595, ext. 2002, or sandra@thepaper.media.
