For over 20 years, an intrepid group of Oklahoma cowboys made the trek down US 69 headed for Mineola. Next week the professional entertainers of the Flying C Rodeo Company are back to put on the annual Mineola Volunteer Fire Department rodeo. 

This year’s rodeo promises to be among the best ever staged at the arena adjacent to the county annex. Mineola Volunteer Fire Department (MVFD) Captain Justin Clower has been taken aback at the amount of sponsorship for this year’s rodeo.

“We have 20 new sponsors,” Clower remarked, “and our long-time sponsors have increased their donations…it is just so great to see.”

No doubt that type of support has its origins in the relationships between the fire department and the community. 

The rodeo itself has built some amazingly-strong relationships over time. It is those relationships which keep that band of cowboys coming down from Madill, Okla. every year.

The key figure behind the Flying C and Mineola VFD relationship is Will Cook, founder and proprietor of the Flying C Rodeo Company. Ask Cook about the origins of the company and he will likely respond with something like, “aw, I used to ride a few bucking horses,” or something similar. 

Cook’s understated manner cannot gloss over the incredible success which the Flying C has achieved and continues to realize. A legend in rodeo circles, this is his 40th year leading the Flying C.

In addition to working a large ranch outside of Madill, the O’Banion Ranch, Cook and his family have been bringing the thrills and joys of rodeo to thousands. A United Professional Rodeo Association outfit, the Flying C stages rodeos in Texas, Oklahoma, Arkansas, New Mexico and periodically in Colorado and Louisiana.

Cook attributed any success of his rodeo company to two simple rules:  a) put the right person in the right place at the right time, and b) entertain the whole crowd.

“I have never advertised for a cowboy,” he shared, “but I’m always watching, always keeping a short list in my head of people I would like to have ride with us.” This type of attention to recruiting the right people to his crew is rewarded with tremendous loyalty.

“Three of my hands are third generation and two are second generation with the Flying C,” he noted. 

There will be a team of about 15 cowboys who will come to Mineola to stage the rodeo. They are given a simple mission: entertain the whole crowd.

“I want the toddler to be entertained just as much as the 85-year-old,” explained Cook. 

Cook described how a combination of the natural appeal of God, country, competition, fun, and quality livestock provide just the right mix to meet that entertainment objective.

“You put good people together with good livestock to stage a benefit rodeo and it just happens; you can’t rehearse it, it’s just an art.”

In order to make it all happen, there is an incredible amount of logistics involved. The week prior to the event starts with sorting and gathering the selected livestock.

“Although some people think I’m crazy, I maintain about a hundred head of horses,” Cook offered. 

Then there is the haul-in, set-up and two days of rodeo. Cook shoots to return the stock to pasture back in Madill on Sunday.

“They need adequate rest before we can use them again,” he added.  

It is a heck of an investment for a small town benefit rodeo. Cook described how the relationship between his company and the fire department ceased being a business a long time ago.

“We are all family and have been for quite a while,” he shared.

He expressed how heartening it is to see a small town fully support their volunteer fire department and come together at an event like the rodeo.

Fire Captain Clower echoed the same sentiment, “The folks at the Flying C are truly family to us,” he stated.  

Clower noted that the two groups remain in contact throughout the year. Many families from both sides have grown up together.

“Will Cook’s two sons, Todd and Casey, used to participate in the rodeo as 5-year-old kids, and now they run the show,” he explained. Likewise, Clower’s grandfather, George Turner, served with the fire department as an assistant chief. 

Informal athletic events have become an obligatory part of the annual rodeo. Presently, it is a late-night softball game which is a highlight of the rodeo for both groups.

“It’s really a family reunion,” advised Clower.

According to Clower, the rodeo is an absolutely critical part of the Mineola VFD. Rodeo proceeds fund professional training for the firefighters at the fire school in College Station, as well as replenishing firefighting equipment.

The Mineola VFD is a combination department. Four paid firefighters man the station in shifts from 6 a.m. to 6 p.m. daily. Thereafter, the station becomes fully-volunteer.

Last year the VFD received 465 calls to action, from fires to accidents to medical assists. 

The 22 volunteers who serve the department truly represent the community. Among them are five city employees, a cabinetmaker, an air conditioning mechanic, a paramedic and three water company employees. They are all our neighbors.   

Although this week’s rodeo is a benefit, it is 100% rodeo. Of note, the current Saddle Bronc of the Year, a yellow palomino named “Elwood,” will be appearing, as will a former Bareback Bronc of the Year, “123 Sweetwater.”  The added money totals $10,000.

It should be noted that the Flying C is a storied outfit. Will Cook has been named Stock Contractor of the Year 17 times, while his son Todd was voted Pick-up Rider of the Year 19 times. Those regional awards were voted on by the rodeo contestants themselves. 

Fresh off of rodeos in Whitesboro and Wolf City, the cowboys of the Flying C are looking forward to making this rodeo a memorable one. It should be a banner year.

Show up early to get those seats in the western bleachers.