As part of the license deal between Bailey Western and Nine-time All Around Champion Cowboy, Trevor Brazile, Bailey participated in the transformation of the MGM Grand Hotel and Casino in Las Vegas into the Official Trevor Brazile hotel during the National Finals Rodeo with the intention of supporting Brazile's Finals competition and to promote both Bailey Western and his own brand, Relentless.
While all other licensees exhibited and sold product at the NRS Consumer Trade show or the Cowboy Christmas show also open to the public, Bailey broke through the norm by producing a nightly burlesque show on a Bailey stage during nightly rodeo competitions and afterwards. Crowds poured in after the rodeo and celebrated with sponsored interactive events. The space was designed to resemble an old rambling circus and also housed Trevor's prized competition buckles and saddles from prior year wins.
Five shows nightly, five singers and dancers performed to classic cowboy tunes, and auctioned off a limited edition 30X Relentless by Bailey open crown with 14 carat gold wing pin hat. Trevor himself also came on stage to deliver the prize to a lucky fan. Bailey immediately received buzz in the industry as "stepping out of the box", especially to the dismay of our competitors, who were only selling during the day at NRS.
Bailey also hosted master hat shaper, Beau Bell, who was drawing a crowd shaping hats for spectators and fans.
The burlesque show concept may have changed the way Western brands approach marketing. There is already a demand by other brands to be part of the nightly celebration at Gold Buckle Zone this coming December and a revamp is already in the works.