Twenty-eight years ago, an enterprising group had the vision to create an organization that would support the working ranch cowboy and their families. The Working Ranch Cowboys Association and World Championship Ranch Rodeo were born.

Behind the arena action, the entertainment, the concessions and the fanfare, there's a mission. Today, tomorrow, and every day, WRCA is dedicated to offering ranching families a hand up—whether that's funding transportation for routine long-haul hospital visits or providing scholarships to motivated students.

Bob Welch visits with Leman Wall, WRCA manager, to discuss the ultimate reason we're all here: to protect and preserve this way of life we love and hold dear.