AMARILLO, TX (KFDA) - No single endeavor has marked the image of Texas in the national mind more than the cattle drive, according to the Texas Almanac.
The "Show Me the Beef" cattle drive moves through downtown Amarillo on Polk Street this evening - an event well known to the area.
"I'm sure it's quite a site for someone passing through our part of the world who's never been around a cow and see this driving down the highway," said Tod Mayfield with the Coors Cowboy Club.
100 longhorn cattle make their way through downtown Amarillo to kick off the Coors Cowboy Club Ranch Rodeo.
The rodeo serves as a tribute to West Texas heritage.
"To us in the Coors Cowboys Club, this is a celebration of our Western heritage and our way of live," said CEO of Reed Beverage Christ Reed. "This is where it all started."
Mayfield says it's important to highlight real cowboys from real working ranches.
"And this gives people a look into what these guys do everyday all day, but that goes back to 120 years," said Mayfield. "That's why we think it's important to celebrate that Western heritage and celebrate the way of life that created and founded the entire Texas Panhandle.
Along with celebrating Western heritage, Mayfield says the Coors Cowboy Club also promotes living in the cowboy way, which means helping your neighbor.
You can find the full list of rodeo events this weekend here.