Look up the term Buckle Bunny.
Rodeos have a lot of athletic and skilled competitors. Some Rodeos have some serious money to be earned. Example, a girl I know brings in $250,000+ a year rodeoing (barrel racing), however it’s also an expensive sport. One event might reward $5000 for the fastest steer take down and tie. But a lot of people that rodeo do it like a person plays the lottery, hoping for a big win. Another friend’s ranch hand is a bull rider and spends more time with bruised ribs and stitches during the season and less time actually working, he saves up in the off season for entry fees.
There is a lot of time waiting around between events. Some people visit the beer garden (lots of people enjoy the whole rodeo from this “viewing location”). Competitors and regular folk could meet here. It’s also possible to meet walking around, or at socials after the actual rodeo (aka the bar).
I hope that helps.