Bulverde's Tejas Rodeo Company is roping in a new attraction. The popular Hill Country destination, known for its Saturday Night Rodeo and steakhouse, will open its Tejas Company Store with a ribbon-cutting and public celebration on June 12.

The Company Store started as a concession stand selling hats, koozies, and other merch. Now, it’s a year-round boutique stocking boots, apparel, and accessories from heritage Western brands including Stetson, Wrangler, R. Watson, Ariat, and Charlie 1 Horse, alongside smaller labels. The store will also feature a custom hat branding bar, letting guests take home a weekend souvenir.

"We had talked about opening a Western boutique for several years, and more recently we started hearing more and more from guests asking if we sold boots, hats, and other Western pieces," said Lindsay Holliday, Tejas Rodeo's president and COO, in a release. "It felt like the right time to listen to our guests and act on something we had dreamed about for a long time."

The new store is one of several upgrades coming to the rodeo grounds in its 21st season. Tejas has added 300 seats to its arena and introduced the Silver Spur Suite, a 30-seat premium experience with a hosted bar and appetizers, located across from the bucking chutes. The property has also renovated its concessions area, added more service windows, and expanded restroom facilities to handle the crowds.

Despite all the changes, the Saturday Night Rodeo remains Tejas' main draw, offering heart-racing rodeo action, live country, line dancing, and some serious steaks. The latter is probably not the best idea before mounting the mechanical bull.

“These enhancements are all part of a bigger picture,” added Holliday. “We recognize how special Tejas has become for so many families and groups who come here to spend time and build memories together.”

The Company Store ribbon cutting kicks off a public grand opening celebration with live music from the JJ Garrett Band on the Hooey Stage from 6-9 pm. After the debut, the Tejas Company Store will operate year-round, Wednesday through Friday, 11 am-7 pm, and Saturdays, 2-10 pm.