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It's rodeo season in San Antonio, which means it's time to bust out your cowboy boots and, apparently, your wallet.
A new report from Trinity University reveals the astounding economic impact of San Antonio Stock Show and Rodeo on the city. The 18-day affair brings in $253 million a year, which is more than the projected sales tax revenue for all of San Antonio, says the report.
The four-year study defines economic impact as the expenditure "generated by participants in activities outside the rodeo but within the San Antonio area."
In 2015, the rodeo brought in $252,816,879 from attendees and participants. The impact of volunteers alone is valued at $14 million, unsurprising given that the rodeo wrangles more than 6,000 volunteers each year.
While the annual event is beloved by locals, Ticketmaster reveals that 45 percent of ticket purchases come from residents outside Bexar County. And we should welcome those visitors, as they spend more than twice that of local attendees.
The rodeo runs through February 28. You can buy tickets here.
Holiday happenings

Think San Antonio’s holidays are just tree lightings and mall Santas? This year, everywhere from posh Alamo City resorts and favorite family theme parks are decking their halls for immersive experiences packed with community events and tons of Christmas cheer.
Hyatt Regency San Antonio Riverwalk
The River Walk hotel is rolling out a Hotel Holiday pop-up on December 19 at the hotel’s Q Kitchen & Bar. Highlights include nightly themed activations, festive cocktails, and Yuletide bites between 5 pm and closing daily through Christmas Day.The celebration gets underway at 6 pm on December 19 when Santa Claus and his helper arrive at the bar, so guests can meet the jolly ol’ elf. Other events include a holiday food drive. For their generosity, donors will receive Santa’s Mug Mix, a boozy hot cocoa or coffee with a choice of spirits and access to a build-your-own drink topping station.
JW Marriott San Antonio Hill Country Resort and Spa
The far North Side retreat is putting on a Hill Country Christmas, where the star attraction is ICE! — a collection of fantastical scenes featuring thousands of holiday lights, and 2 million pounds of expertly hand-carved ice sculptures.The fun continues with activities starring classic holiday characters such as Santa, Frosty the Snowman, and Nutmeg the Gingerbread Man. Festivities include gingerbread making, building snowballs, storytime with Mrs. Claus, and tubing on a snowy hill. Admission ranges $31-$38.

SeaWorld San Antonio
The aquatic theme park’s Christmas Celebration features millions of Christmas lights strung across the 12 landscapes that are spread over 250 acres. Guests can take photos with Santa, shop for gifts, and feast on goodies like snow-kissed Rice cereal treats and Santa’s Brisket Mac and Cheese. Mariachis and beloved holiday characters such as Rudolph the Red-Nosed Reindeer greet visitors as they stroll through the park. And the RhythMotion Christmas Parade debuts with sea-themed floats, musicians, puppeteers, stilt walkers, dancers, lights, and more. The Christmas Celebration lasts through January 4, 2016, with event entry included in park admission.
Signia by Hilton La Cantera Resort and Spa
The swanky Northwest Side resort has opened its roller skating rink to the public for the holiday season. Now through December 27, locals can lace up their skates and enjoy holiday music, colorful lights, food, and drinks. Reservations are available at least every 75 minutes starting at 9:45 am. Admission is $30 and includes skate rental.

Six Flags Fiesta Texas
The annual Holiday in the Park is making sure the holidays are merry and bright with more than 2 million Christmas lights, 75,000-plus decorations, and hundreds of Christmas trees. The theme park also has 14 live shows, including a live nativity scene, a musical adaptation of Charles Dickens’ “A Christmas Carol,” and a sing-along with Looney Tunes characters like Bugs Bunny and Daffy Duck. Other highlights include dazzling synchronized light displays, a meet-and-greet with DC Comics superheroes and villains, and seasonal treats. Families can make s’mores by an open fire, too. Holiday in the Park is open through December 23. See Fiesta Texas’ website for admission details.
St. Anthony Hotel
Aside from being able to experience the Christmas tree and bright lights across the street in Travis Park, visitors to the historic downtown hotel will have a chance to enjoy an afternoon tea with Santa. St. Nick will be on hand from 3:30-4:30 pm on December 20 to pose for photos with guests, who can also treat themselves to seasonal bites and take in the colorful decorations. Three different, curated tea experiences are available for purchase, including one ideal for children. Prices start at $55.
Thompson San Antonio - Riverwalk
This luxury downtown hotel is ringing in the season with the 12 Days of Thompson, a curated lineup of community events, culinary experiences, and guest activations. Highlights include a s’mores party on the Cenote pool deck, carols in the lobby, and complimentary festive treats such as holiday cocktails, hot cocoa, and Christmas Eve cookies through December 25.