2011 Trailblazer Award

The Man Behind The Brand
Leroy Shafer
Chief Operating Officer

Join the American Advertising Federation Houston
for the 2011 Trailblazer Award Gala

Thursday, August 18th, 2011

6:30 pm cocktails and silent auction
7:30 pm dinner
8:45 pm award presentation in IMAX theater

Attire: Business Western

Location: Houston Museum of Natural Science
5555 Hermann Park Drive
Houston, TX 77030

Leroy Shafer, The Man Behind The Brand. A trailblazer if there ever was one, Leroy currently serves as vice president and chief operating officer for the Houston Livestock Show and Rodeo. But way before his Show days, “Shafe,” as he is known to his Rodeo family and friends, began blazing trails with his first steer in the old Sam Houston Coliseum when he was 11 years old.

A lot has happened since then. The Show and Houston are better off for it, thanks to Leroy Shafer.

The Man Behind The Brand began his career at the Houston Livestock Show and Rodeo in 1973 as assistant manager for public relations. Leroy was named chief presentation and operations officer in 2004, overseeing the Marketing, Presentations, Operations, and Agricultural Exhibits divisions and the Rodeo and Concert Entertainment Departments.


A true trailblazer, Leroy has been instrumental in developing the Show into an internationally known entertainment and sports extravaganza. Under his direction, the Houston Livestock Show and Rodeo has developed a complete in-house advertising and marketing agency, a radio and television production facility whose sophistication reminds one of NASA’S Mission Control, and a sponsorship program considered among the best in the sports and entertainment industry.


Like the Trailblazers before him, Leroy Shafer has not been afraid of trying new things or laying new ground. A firm believer in always being professional, Leroy knows a key to success lies in presentation. Under his direction in 1980, the first large-screen replay system in stadium sports and concert quality sound were introduced for the concerts and rodeo performances in the Astrodome.


Through the years, some entertainers needed a lot of “persuasion” to perform at a rodeo. Through the trailblazing efforts of Leroy Shafer, the Show continually attracts the biggest names in the business while breaking attendance records. Leroy’s particular genius for the use of lights, sound, and video has helped propel the Houston Livestock Show and Rodeo into a world-class concert venue and rodeo broadcasting pioneer.

On August 18, 2011, the American Advertising Federation - Houston

will proudly honor Leroy Shafer with the Trailblazer Award, recognizing this influential business leader for enhancing the overall image of Houston through marketing. Well done, Leroy!



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