Julie Bass

Julie Beken Bass graduated from Texas A&M University in 2003 with a degree in Agricultural Development. She was a member of the equestrian team during her enrollment at A&M, so with her passion for agriculture and the equine industry, Julie gladly accepted a position with the Houston Livestock Show and Rodeo in 2006 in the Horse Show Department.

Three years later, she moved to a manager's role in the Exhibits and Attractions Department. After three years in this capacity, Julie accepted the position as the Fair Manager of the Montgomery County Fair in Conroe, Texas. The culmination of this role resulted in Bass bringing a fresh perspective to educational programming, and she was able to increase the fair’s sponsorship dollars by more than 50 percent.

In the fall of 2014, Bass returned to her roots in the fair and festival industry at the Houston Livestock Show and Rodeo, where she was named the Executive Director of General Exhibits and Attractions. Six years later, this role ultimately led to her being named the Chief Mission Officer in 2020.

Bass’ new position includes her overseeing educational and commercial exhibits, agricultural competitions, auctions, scholarships and sponsorship components of the Rodeo’s 20-day event. This division supports more than 45 committees and is staffed by 24 full time employees.