EmpowerU Podcast

Host: Weston Hendrix
Episode: Lubbock Lights Introduction & Preview
Date: March 30, 2026

Overview

This episode introduces and previews the Lubbock Lights sale—a new collaborative event in West Texas’s cattle industry. Weston Hendrix welcomes key organizers and consignors to discuss the event’s origins, community goals, format, participating breeders, and how Lubbock Lights fits into a longstanding regional tradition of elite show steer auctions. The show’s tone is appreciative, down-to-earth, and focused on community and youth opportunities within the livestock world.

Main Themes & Purpose

• Highlighting Lubbock Lights: An April sale bringing together 15 consignors, 90+ head of cattle, and club calf breeders at Cook’s Garage in Lubbock, Texas.
• Collaboration & Tradition: The event is part of the broader West Texas Steer Sale Weekend, blending decades-old traditions with modern, community-driven marketing and sales efforts.
• Empowering New & Established Buyers: Focus on accessibility for rookie buyers and sustaining a welcoming, family-friendly cattle buying community.
• Showcasing Quality & Community: It’s not just about commerce; it’s about connecting generations, passing on knowledge, and ensuring the future of the regional livestock industry.

Key Discussion Points & Insights

1. Event Structure & Objectives

[00:00–03:00]

• Lubbock Lights is designed as an accessible, centralized sale during the first week of April, exhibited at Cook’s Garage, with online bidding platforms (SC and SteerBidder).
• The sale is a collaborative spinoff from the West Texas Steer Sale Weekend, emphasizing regional cooperation among breeders and sellers.
• Marketing efforts leverage both digital/print media and social channels (Facebook, IG, Snapchat), growing a robust regional following.

Notable Quote:
"This is the Lubbock Lights introduction...a fruition of everyone's hard work and dedication." — Weston Hendrix (00:06)

2. History and Vision Behind the Sale

[02:26–06:54]

• Philly Roberts describes originally wanting to collectively promote the region’s show calves, making it easier for new and out-of-state buyers.
• Katie Jo Day and Rusty reflect on the cooperative tradition: "If we don’t work together to promote the industry...the program doesn’t continue to exist." (03:54)
• Breeders recall past sales, their competitive yet supportive atmosphere, and the evolution of sale formats since the 80s and 90s.

Memorable Segment:
"There's a lot of banners that are bred in West Texas, and that is something to be proud of...we have had shoppers from Mississippi and up north. It's broadened our base." — Philly Roberts (03:17)

3. Building on Legacy and Community

[06:56–11:13]

• Rusty shares nostalgic stories of attending multiple sales during spring break in his youth, highlighting the importance of tradition and evolution in showing and evaluating cattle.
• Discussion of Crosby County AI breeders as one of the first collective sales; honoring multi-generational involvement and industry pioneers.

Quote:
"My fond memories are going around with my dad...there would be a multitude of sales...you hit prospect shows in June every weekend and you were off and running." — Rusty (06:56)

4. The Lubbock Lights Approach: Accessibility and Buyer Confidence

[11:36–14:50]

• The aim is to create a less intimidating, more relaxed environment for buyers, especially families new to showing.
• Special initiatives include paying entry fees for calves purchased at Lubbock Lights if shown at the Cook’s Garage jackpot show in the fall, reinforcing ongoing support from consignors.
• Emphasis on after-sale relationships—consignors are committed beyond sale night.

Quote:
"It’s a little more laid back, slower paced, more one on one...bringing it back grassroots to a more program focused sale." — Katie Jo Day (12:14)

5. Sale Layout & Consignor Details

[14:50–19:26]

• Cattle will be loose in runs, easily viewable starting at 5:00 PM outside Cook’s Garage—no longer tied as in the past, improving animal presentation and buyer experience.
• Two main online platforms: SC (listing breeders like Katie's parents, Bork Stead Cattle, Bruce Lawrence, etc.) and SteerBidder (featuring Brandon Patchke, Tyler and Philly, Jared Floyd, etc.)
• All 90 head will be at one location, facilitating easy comparison and one-on-one discussions with breeders.

Notable quote:
"Every one of these guys has a different personality, but they're all approachable, and they want to see their projects do well." — Rusty (18:14)

6. The Lubbock Lights Experience

[19:32–24:42]

• The relaxed pace allows breeders and buyers to form deeper connections and mentorships.
• The venue at Cook’s Garage offers a family-friendly environment: dinner, exclusive restaurant access, and even an Easter egg hunt for kids.
• Logistics for load out are arranged—buyers can pick up calves after the sale, and assistance is available for those not present.

Quote:
"We're all friends and we're all neighbors first, so there's nothing that should come between us. And hopefully a sale like this, we're all going to root for the success of the sale collectively." — Katie Jo Day (15:40)

7. Atmosphere & Future Growth

[21:53–24:42]

• The event is intentionally low-pressure, allowing three hours for viewing and bidding open until 8 PM (final call by 9–10 PM).
• The plan is for Lubbock Lights to expand and include more consignors and possibly hundreds of head in future years.

Notable segment:
"[It’s] just the vibe that we're trying to have with the Lubbock Lights." — Katie Jo Day (25:53)

8. Final Notes: Variety, Quality, and Community Impact

[26:22–28:20]

• The stock at Lubbock Lights is not leftover but "brand new"—quality is on par with March sales.
• Consignors are invested in buyers’ long-term success, offering animals that will be "competitive at the state's highest levels."
• Encouragement from the host and guests for families of all experience levels to attend, emphasizing the fun, community spirit, and opportunity.

Quotes:
"These aren't our leftovers from March. These are brand new stock that most people haven't even laid eyes on...they are the ones that are now ready." — Philly Roberts (26:22)
"I’d say they'd fit anywhere from the Sandhill show at Odessa Fort Worth, for sure...nothing short of elite." — Katie Jo Day (27:00)

Notable Quotes & Memorable Moments

• “If we don’t try to build new families and retain the ones that we have and develop new feeders, then the program doesn’t continue to exist.” — Katie Jo Day (03:54)
• "It's not a new thing. West Texas steer sale weekend has been going on since the 80s." — Katie Jo Day (05:11)
• “I think the young people or parents or whoever's going to make the decisions on these purchases need to take the time that every one of these guys has a different personality, but they're all approachable, and they want to see their projects do well.” — Rusty (18:14)
• “We've been there from before conception of these animals throughout, and we want them to do you a good job.” — Philly Roberts (19:32)
• “The quality will be great. Pictures and videos are just starting to flow in.” — Katie Jo Day (27:00)

Timestamps of Important Segments

| Timestamp | Segment Topic | |-----------|---------------------------------------------------------------------------| | 00:00–03:00 | Lubbock Lights overview & connection to West Texas Steer Sale Weekend | | 03:17 | Philly Roberts’ vision for West Texas Steer Sale Weekend | | 06:56 | Rusty reminiscences on the evolution of regional steer sales | | 11:36 | Motivations for launching Lubbock Lights and its intended impact | | 14:50 | Walkthrough of Cook's Garage event logistics | | 16:54 | Consignor lists and online platforms (SC, SteerBidder) | | 19:32 | Difference in atmosphere; focus on buyer-breeder relationships | | 21:53 | Detailed event schedule and flow for the sale night | | 24:15 | Sale logistics, including cattle load out | | 26:22 | Assurance of high-quality, “brand new” stock | | 27:00 | Sale preview, anticipated offering quality |

Conclusion

This episode offers a comprehensive, personal, and community-driven introduction to the inaugural Lubbock Lights sale. The discussion honors regional cattle sale history while embracing modern marketing and accessibility—welcoming seasoned stockshow families and newcomers alike. Core to the event’s identity is commitment to excellence, buyer confidence, regional pride, and sustaining the next generation of West Texas livestock leaders.

"I would highly encourage anyone and everyone that hasn't yet finished buying their club calves to make a run out there because I think it's going to be an awesome event." — Weston Hendrix (28:16)