The Tucson Rodeo, which ended its 101st year, has seen a significant increase in sales and new customers for local businesses. Approximately 125 vendors were set up at the La Fiesta de los Vaqueros, selling items such as popcorn and jewelry. The event attracts nearly 10,000 people each day and gives sellers a captive audience. Mark Baird, chairman of the event, attributed the success to consistent community support and immediate demand from ticket sales. Tasha Powell, owner of Sassy & Sweet Couture, said her booth average 300 to 400 sales per day, driven by new and returning customers. An updated economic study based on this year's revenue is underway.