Longtime partners collaborate to support the community of Pendleton, Oregon in response to the cancellation of its biggest annual celebration
This September, the town of Pendleton, Oregon was unable to host its biggest annual celebration, the Pendleton Round-Up, for just the third time in the prestigious rodeo’s history. Recognizing the economic impact the cancellation would have on the greater Pendleton Community, Pendleton® Whisky joined forces with the Pendleton Round-Up for a combined contribution of $300,000 to support their hometown and namesake during this profound time of need.
The Pendleton Round-Up brings rodeo fans to Eastern Oregon from all around the world each September for the region’s most-celebrated event and significant contributor to the local economy. Like many rodeos around the country, the Pendleton Round-Up was forced to cancel due to the continued presence of COVID-19. In an effort to alleviate the financial loss that the pandemic and resulting cancellation caused, the Pendleton Round-Up and Oregon Community Foundation established the Let’er Buck Cares Fund to support various community organizations that have relied upon the Round-Up for more than a century since its founding in 1910.
Following the launch of the Let’er Buck Cares Fund, Pendleton Whisky introduced the “Let’er Buck Challenge” on social media, encouraging fans to raise a glass, give a toast to the greater Pendleton community and challenge three friends to pass it on to raise awareness for the Let’er Buck Cares Fund. The challenge also doubled as a fundraising campaign with Pendleton Whisky pledging to donate $1 to the Let’er Buck Cares Fund for every use of the #LeterBuckChallenge hashtag.
Many across the rodeo industry participated in the challenge which concluded on October 18, a month after its launch. At the conclusion of the campaign, Pendleton Whisky made good on its pledge in donating $150K to the Let’er Buck Cares Fund which the Pendleton Round-Up matched for a combined $300K contribution.