Oklahoma Youth Expo (OYE) Market Research Report

Background

Overview

The Oklahoma Youth Expo (OYE) is the world's largest junior livestock show, held annually in Oklahoma City. Every March, over 7,000 4-H and FFA members from all 77 Oklahoma counties showcase more than 13,000 head of cattle, sheep, pigs, goats, and ag mechanics projects. This event provides a platform for young individuals to exhibit their agricultural projects, fostering life skills such as responsibility, teamwork, and leadership. OYE also awards nearly $2 million to exhibitors and has a $25 million economic impact on the Oklahoma City metroplex.

Mission and Vision

Established over a century ago, OYE's mission is to provide a venue for youth to display the finest quality market and breeding livestock in the country. The organization aims to foster educational opportunities, leadership development, and personal growth among Oklahoma's agricultural youth.

Key Strategic Focus

Core Objectives

• Youth Development: Empowering young individuals through agricultural education and hands-on experience.

• Community Engagement: Strengthening community ties by involving local businesses and organizations in supporting youth initiatives.

• Economic Impact: Contributing to the local economy through event-related activities and tourism.

Areas of Specialization

• Livestock Exhibitions: Organizing competitions for various livestock categories, including cattle, sheep, pigs, and goats.

• Ag Mechanics Projects: Showcasing student-built agricultural equipment and machinery.

• Educational Workshops: Providing seminars and training sessions on agricultural practices and leadership skills.

Key Technologies Utilized

• Event Management Software: Streamlining registration, scheduling, and logistics for exhibitors and attendees.

• Digital Platforms: Utilizing websites and social media for marketing, communication, and engagement.

Primary Markets Targeted

• Youth Participants: Oklahoma 4-H and FFA members aged 8 to 19.

• Agricultural Industry Professionals: Businesses and organizations involved in agriculture and related sectors.

• Local Communities: Residents and local businesses in Oklahoma City and surrounding areas.

Financials and Funding

Funding History

OYE operates as a 501(c)(3) nonprofit organization, relying on sponsorships, donations, and event revenues to fund its activities.

Recent Funding Initiatives

• ONWARD Campaign: In 2016, Bob Funk, CEO of Express Employment Professionals, established an endowment fund and launched the ONWARD Campaign, pledging to match dollar-for-dollar up to $5 million to ensure OYE's continued success. As of 2025, over $9 million has been raised, surpassing the initial goal.

Notable Investors and Sponsors

• Bob Funk: Founder and CEO of Express Employment Professionals, major contributor to the ONWARD Campaign.

• McDonald's: Title sponsor of OYE.

• Oklahoma's Oil and Gas Industry: Presenting sponsor in 2024.

• Oklahoma Farm Bureau: Platinum sponsor, including sponsorship of the ag mechanics and engineering contest.

Utilization of Capital

Funds are allocated towards event organization, scholarships for exhibitors, infrastructure improvements, and community outreach programs.

Pipeline Development

Key Pipeline Candidates

OYE's pipeline focuses on developing future leaders in agriculture through:

• Educational Programs: Workshops and seminars on agricultural practices and leadership.

• Scholarships: Financial support for exhibitors pursuing higher education in agriculture-related fields.

• Mentorship Opportunities: Connecting experienced professionals with youth participants for guidance and support.

Stages of Development

• Planning: Identifying educational needs and potential scholarship recipients.

• Implementation: Conducting workshops, awarding scholarships, and facilitating mentorships.

• Evaluation: Assessing program effectiveness and making necessary adjustments.

Target Conditions

The pipeline aims to address the need for skilled professionals in the agricultural industry by providing youth with the tools and opportunities to succeed.

Anticipated Milestones

• Annual Workshops: Conducting educational sessions each year during the expo.

• Scholarship Awards: Distributing scholarships to selected exhibitors annually.

• Mentorship Programs: Establishing new mentorship connections each year.

Technological Platform and Innovation

Proprietary Technologies

OYE utilizes custom-developed event management software to handle registrations, scheduling, and logistics efficiently.

Significant Scientific Methods

• Data Analytics: Analyzing participant data to improve event planning and resource allocation.

• Digital Marketing Strategies: Employing targeted online campaigns to engage a broader audience.

Leadership Team

Executive Profiles

• Tyler Norvell: President of OYE and the Onward Foundation. Involved since 2012, focusing on strategy development and fundraising.

• Kass Newell: Executive Vice President. Coordinates logistics and ensures a superior experience for exhibitors.

• Bray Haven: Vice President of Operations. Works with community and industry leaders to fund and serve OYE's youth.

• JD Rosman: Vice President of Communications. Promotes OYE's mission and shares stories of exhibitors and sponsors.

• Melissa Eisenhauer: Director of Special Events. Coordinates events like the OYE Marketplace and Sirloin Club.

• Jacob Sanderson: Director of Livestock. Manages livestock nominations, entries, and show operations.

• Emile Mittelstaedt: Director of Communications. Shares stories of Oklahoma's 4-H and FFA students.

• Matt Rosman: Director of Operations. Supports OYE's mission and operations.

Competitor Profile

Market Insights and Dynamics

The youth livestock show market is characterized by a strong emphasis on agricultural education and community involvement. Competitors include other state and regional livestock shows, each offering unique experiences and opportunities for youth participants.

Competitor Analysis

• Texas Youth Livestock Show: One of the largest in the nation, offering extensive scholarships and prizes.

• Kansas State Fair Junior Livestock Show: Focuses on youth development and agricultural education.

• National Western Stock Show: Hosts youth competitions alongside professional events, attracting participants nationwide.

Strategic Collaborations and Partnerships

OYE collaborates with various organizations to enhance its offerings:

• Oklahoma Farm Bureau: Platinum sponsor, supporting events like the ag mechanics and engineering contest.

• CSTK Custom Trailers: Proud sponsor, providing trailers for exhibitors.

Operational Insights

OYE differentiates itself through:

• Exclusive Focus on Oklahoma Youth: Open only to Oklahoma 4-H and FFA members.

• Comprehensive Support: Offering scholarships, premium sales, and mentorship programs.

• Community Engagement: Involving local businesses and organizations in supporting youth initiatives.

Strategic Opportunities and Future Directions

OYE plans to:

• Expand Educational Programs: Introduce new workshops and seminars on agricultural practices and leadership.

• Enhance Digital Presence: Utilize online platforms for marketing and engagement.

• Strengthen Partnerships: Collaborate with more organizations to provide additional resources and opportunities for youth.

Contact Information

• Official Website: Oklahoma Youth Expo

• Social Media Profiles:

• Facebook: Oklahoma Youth Expo

• Twitter: @okyouthexpo