By Lili Adkins
In 1926, the people of Willits joined together to organize a rodeo, the profits of which would fund a new hospital. Working in tandem with Charles H. Howard of Ridgewood Ranch – the recent death of whose son had inspired him to fund the hospital’s construction – the town raised more than sufficient funds to open what is now Adventist Health Howard Memorial.
What began as a fundraiser has since grown into a legendary local tradition. Willits Frontier Days – California’s longest running continuous rodeo – is a cornerstone of this rural community, and its 2025 start date is quickly approaching.
“We have our traditions and we stick to them,” said Marcy Barry, who has been involved in Frontier Days operations for 35 years. Having served in various administrative roles over the years, she is now the Vice President of the Willits Frontier Days Association.
Willits Horsemen’s Association carried flags in the 2022 Willits Frontier Days Fourth of July parade. (Photos by Jaclyn Luna)The festivities are set to begin on June 20 with the Hometown Celebration in downtown Willits. During this opening event, Main Street is closed to make way for live music, food trucks, and vendors. Local craftspeople are invited to sell their goods, from handmade candles to custom jewelry.
“The stores downtown – a lot of them have specials and sales during that time,” Barry notes for curious potential customers.
In the two weeks following the Hometown Celebration, Willits will host a myriad of other events. There will be two rodeo events by the California Cowboy Pro Rodeo Association (CCPRA). In these events, professionals from across the state will compete for a spot in the circuit’s final competition in Red Bluff. Horse shows, junior rodeos, and truck pulls also appear on the agenda.
A carnival will run next to the Rodeo Grounds during the evenings from June 27 to July 5. Accompanying street dances and music performances guarantee a lively atmosphere. Presale wristbands for the carnival rides will be available at JD Redhouse, and individual tickets can be purchased at the door.
On the Fourth of July, there will be a horseshoe contest and parade. The celebrations will culminate in Recreation Grove Park later that day, where the annual Country Music Rodeola and Barbeque will take place.
Barry says that the diversity of Frontier Days events means there is something for everyone. She describes the sentimentality of these thrilling two weeks as a Willits local: “It’s energy, it’s excitement. To me, it’s nostalgic. It’s what you thought about when you were young — I can’t wait for the Fourth of July.”
She explains that the enthusiastic support of the town is essential to the events’ continued successes. Frontier Days is heavily reliant on the donations and involvement of Willits businesses, including both well-known chains and local shops.
“When I say that Frontier Days was built on community, volunteers, and donations – that isn’t an exaggeration. I could call almost any business in this town if I needed anything, and they would help us.”
Another group that facilitates the festivities is the Frontier Days Sweetheart contestants. These young women are responsible for all ticket sales and distribution. Following traditional rules set in the early 1970’s, they are not allowed to promote the event online or via social media platforms. Rather, many of the contestants travel to other rodeos and promote Frontier Days “the old school way,” as Barry explains. The contestants are then judged in three categories: ticket sales, horsemanship, and poise and personality. The official 2025 Sweetheart will be crowned in a ceremony on June 29.
Barry underscores the emphasis on family fun and community involvement that makes Frontier Days so special: “Come and enjoy the festivities! We look forward to seeing everybody, and thank you for the community support!”
For more information about scheduling and ticket sales, visit www.willitsfrontierdays.com or find Willits Frontier Days on Facebook.
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