The Santa Barbara Rodeo is introducing a new annual tradition at this year’s opening-night ceremony, the Dustin Noblitt Legacy Award.

The inaugural Dustin Noblitt Legacy Award will be presented during a ceremony at the start of Friday’s rodeo, July 31 at Earl Warren Showgrounds. The rodeo runs July 31-Aug. 2.

The inaugural award will recognize Noblitt as “a dedicated leader and true champion of rodeo whose decades of service have helped preserve its traditions, strengthen its future and advance the Western way of life.”

The Dustin Noblitt Legacy Award will be given annually to individuals whose leadership, dedication and commitment help preserve and advance the spirit of rodeo and the Western way of life, organizers said.

The Noblitt family’s connection to the Santa Barbara Rodeo spans four generations. Noblitt’s grandfather and father both competed at the rodeo, and Dustin first entered the arena as an 11-year-old competitor in 1985. His daughters, Avery and Sadie, later carried the family tradition forward.

Noblitt also played a leadership role in shaping the rodeo. He served as arena director from 2006 through 2010 and as rodeo chairman, 2011-15, helping build an event that celebrated Santa Barbara’s Western roots.

When the rodeo’s future became uncertain in 2025, Noblitt again stepped forward. His guidance, encouragement and support were key in preserving the community tradition.

“I am truly honored and humbled to receive this award,” said Noblitt. “The Santa Barbara Rodeo has been a part of my life since 1985. As a third-generation competitor, I’ve had the privilege of roping and riding alongside my grandfather, my father and both of my daughters.

“This rodeo is deeply woven into my family’s heritage,” he said. “It represents the traditions and values rooted in farming and ranching within this community — values that make it so incredibly special.

“I’ve been fortunate not only to compete with my family and friends, but also to volunteer over the years to help keep this tradition alive,” he said. “Thank you to the Santa Barbara Rodeo for this Legacy Award, I am eternally grateful.”

Noblitt’s commitment to Western heritage extends beyond the arena. He is the owner and CEO of ProEquine Group and RHE Hatco, home to well-known brands in the Western industry.

“He has helped unite generations of American craftsmanship with a forward-looking business strategy, guiding legacy brands through a period of growth and renewed global interest in Western culture,” event organizers said.

In celebration of the inaugural presentation, Western silversmith Clint Orms Engravers & Silversmith’s has partnered with the Santa Barbara Rodeo to gift Noblitt a custom, one-of-a-kind buckle handcrafted in Kerrville, Texas.

“For generations, rodeo has been about more than competition; it is about character, tradition, and the people who dedicate themselves to preserving the Western way of life,” said Clint Orms, founder and master silversmith.

“It is a tremendous honor to partner with the Santa Barbara Rodeo to create a buckle that will recognize Dustin Noblitt and future recipients of this award,” Orms said. “I hope that each piece becomes an enduring symbol of the legacy these individuals leave behind and the traditions they help carry forward for generations to come.”

Tickets are on sale at earlwarren.com.

The Santa Barbara Rodeo offers three days of professional rodeo competition, Western heritage, live entertainment, food and family fun.

Produced by Flying U Rodeo and sanctioned by the Professional Rodeo Cowboys Association (PRCA), the event celebrates Santa Barbara’s deep-rooted equestrian and vaquero heritage while showcasing top competitors in bull riding, barrel racing, saddle bronc riding, steer wrestling, tie-down roping, team roping and more, along with Mutton Bustin’ during each performance.

For tickets and more information, visit earlwarren.com.