The NILE Stock Show and Rodeo announced the hiring of veteran marketing executive David Allen as the General Manager effective immediately. Allen a Laurel, Montana Resident brings over 50 years of experience managing and marketing in various sports fields, including PRCA ProRodeo, Wrangler Brand, NASCAR, PBR, and wildlife conservation.
“The NILE Board is pleased we could negotiate a contract with David to bring us a great deal of management experience in the western lifestyle culture. He has an extensive background in managing for efficiency and growth, both needs we have at the NILE,” stated NILE President Bobby Miller.
Allen a native of Deadwood, SD served as the first National Media Director of PRCA ProRodeo followed by an extended period time North Carolina at Wrangler Brand as Director of Special Events where he managed marketing programs for the Wrangler with Dale Earnhardt/Richard Childress Racing, PRCA (including the Wrangler Bull Fights), a Willie Nelson Tour sponsorship, AMA motocross and more.
In early 1990 Allen continued his career from the Charlotte area of NC with Earnhardt and Hall of Fame NASCAR team owner Richard Childress creating Champion Sports Group to manage sponsorships and marketing for multiple NASCAR teams. Allen owned this marketing agency until 2005.
“Dale and Richard were the center of my world beyond m family. I was so fortunate to be there with them during that significant piece of NASCAR history. It was almost magical at the time,” Allen continued, “not a day goes by that I don’t think of Dale for one reason or another.”
Allen also partnered with rodeo legend Ty Murray as the two produced the Ty Murray Invitational PBR even in Albuquerque for 26 years.
“Working with Ty was awesome as we partnered for all those yars based on a handshake agreement. We did this from the beginning of the PBR and to watch them grow and be a part of it was rewarding, Ty is a man of his word, I love the guy. We also never had a cross word with each other. Ty just wanted everything done right and we aimed for that every year,” he said.
PBR awarded the Jim shoulders Lifetime Achievement Award in 2014.
One of Allen’s last projects at RMEF was to initiate the Hunter and Outdoor Christmas trade show at the National Finals Rodeo (NFR) in conjunction with Cowboy Christmas.
“The rodeo demographic is a great match for a group like RMEF. Steve Decker and his staff have done amazing things with the show sine we started it almost a decade ago now. The western lifestyle crowd is very supportive of the outdoors and wildlife. It is a win-win and I am proud of how it has boomed with growth.”
Allen comes to the NILE position that oversees multiple western lifestyle evens including the MATE Show (47 ears as Montana’s leading Ag trade show), a PRCA ProRodeo, a large stock show, horse show, and ranch rodeo.
“There is a great western legacy here at the NILE. We are going to build on that and rededicate our focus and goals on promoting western sports and the critical Ag culture. Ag is the biggest economy in these parts and Montana is the poster child for western lifestyle. We intend to accentuate this legacy and make some changes,” he explained.
“There has never been a better time for growth of western sports and Ag. Billings and the market area from Wyoming to Canada and from the Missouri River to much of the North and South Dakota represents our playground so to speak. I’m excited to see what we can create,” Allen finished.
