New brand of bucking chutes debut at PBR finals showdown

By LYNN MONTGOMERY | East Texas Edition

The Priefert Bucking Chute made a grand entry at the Professional Bull Riders World Finals this week. The bucking chute was the only thing “Priefert” at the event. The company sent six truckloads of equipment to Las Vegas. Pictured with the bucking chute are (from left, clockwise) Nathan Priefert, bull riders Chris Shivers and Mike White, and Eddie Priefert.

Nov. 3, 2005 - As the top 45 cowboys bust out of the chutes at the Professional Bull Riders’ Built Ford Tough World Finals in Las Vegas, which began on Oct. 28, fans will notice something different about the bucking chutes? 

Notice the name of the chutes.

Priefert Ranch Equipment, known worldwide for their cattle chutes and headgates, etc., officially made their debut with roughstock equipment at this year’s PBR world finals event.

�We are excited, but nervous, about this venture,� said Eddie Priefert, Priefert Ranch Equipment president, on Oct. 25 before leaving for Vegas.�

�We sent six truckloads of equipment out there.�

The equipment included 15 bucking chutes and numerous horse stall panels and rough stock panels in addition to working pens.

Once in Vegas, the Priefert crew set up 12 chutes in the Mandalay Bay arena. The arena will be split into two smaller arenas with six chutes at each end. Because all 45 riders have to ride during the first weekend of Oct. 28-30, both arenas are used simultaneously.

Later in the week, six chutes will be moved to the Thomas and Mack arena for the final showdown. One chute was placed in the Mandalay Bay lobby, which is the central location for the finals event and convention. Another chute was placed at Wrangler University, in the main expo center, and the last chute is in the Priefert sales booth for trade show viewers to check out.

The Priefert Bucking Chute is not the only thing “Priefert” the PBR is using at this year’s finals. They are also using several different pieces of ranch equipment supplied by Priefert. 

One area Priefert is especially proud of is the stock contractor alley, which was officially named Priefert’s Stock Contractor Alley this year. The alley is complete with an elaborate set-up of solid-wood horse stock panels, supplied by the company, and an entrance way announcing bullriding fans are entering Priefert’s Stock Contractor Alley. Once inside the alley, the fans will not only get to meet and greet the stock contractors but they will also be able to see the great PBR bulls Blueberry Wine and Little Yellow Jacket, both of which will make the last spin out of the gate as they retire on Nov. 6. 

�This is an area where all the stock contractors set up their booths. We are told at least 40,000 people will go through (Priefert�s) Stock Contractor Alley,� Priefert said.

Priefert will also have a hand with the “little” competition at the Wrangler University Arena. Here, at the Priefert Mutton Bustin’ competition, young future riders are able to climb aboard a sheep in miniature bucking chutes that are identical to the larger chutes.

How did Priefert go from making working cattle chutes to bucking chutes?

Several years ago, Sales and Marketing Vice President Jeff Rash was told by a competitor that “Y’all sell the lightweight stuff and leave the heavy duty stuff to us.” Those “arrogant” remarks set off a fire in Rash. He discussed it with Eddie Priefert, but the decision was made to hold off until the time was right. 

Well, the time was right about six months ago. For years, people from exposition centers across the country had called on Priefert for bids for cattle panels, pens, roping chutes, bucking chutes, etc,. to rig up their centers. But, because Priefert didn’t have roughstock equipment, those buyers had to get their equipment elsewhere.

Feeling that as the industry has grown, especially the horse industry, and they were losing bids, Priefert took the bucking chute concept to Gary Fagg in their research and development department. Fagg came up with the first design and prototype. They then asked for advice from a local East Texas PBR champion Mike White.

White, along with close friend and fellow bull rider Chris Shivers, tested the new chute and offered suggestions and how to make it better. 

With these recommendations, the ideas were taken to Ken Brown, fabrication supervisor in the company’s research and development. More prototypes were made and, eventually, White and Shivers gave the thumbs up. By this time, Cody Lambert, a PBR official and ex-bull rider, had heard about the chute. Lambert told other PBR officials and it wasn’t long before Randy Bernard, PBR chief executive officer, and Sean Gleason, PBR chief operating officer, came to Mount Pleasant to tour the facilities. The rest is history. 

The chutes were tested once again at the Chris Shivers Invitational Bull Riding in mid-August. 

�The guys who open the (chute) gates love them. The market group loves them because of extra real estate. Everybody loves them,� Priefert said.

What makes these chutes any different than the rest?

�They are heavier and built stronger. A lot of thought went into making them durable and safer for the rider,� Priefert explained.

One aspect of the chute is the slide gate between the chutes is built of rumber, which is composite lumber. The designer said the rumber looks like lumber but takes the elements better. 

Another aspect is the hinge points have nylatron bushings, which makes the gate faster to open.

The new bucking chutes are state-of-the-art. The ones premiering in Vegas have vibrant, sparkly, metallic mix black and red gates, like “colors on a bass boat.” 

All that said, Priefert stated they now feel they can compete with other companies for the “complete package” at the expo centers, especially those that are equestrian driven.

But the manufacturing company is not finished. They are working on ways to make the bucking chute even safer for all those involved. 

Are things changing at Prieferts?

Not exactly. They are still carrying on the tradition established by Marvin Priefert more than 40 years ago, yet they are just broadening their horizons and trying to “develop and make old concepts, newer, safer and higher quality.”