HCA Presents - River City Rodeo-Dust, Grit and Giving Back

What I love most about highlighting nonprofit work is discovering the good that’s happening quietly all around us. No spotlight, no accolades, just people showing up because it matters. The real story is almost always found in the listening, and that’s exactly how my conversation with Alohana Jackson, president of the Hoosier Cowboy Association, unfolded. What began as a simple discussion about rodeo culture quickly opened the door to something deeper, a mission rooted in service, generosity, and community.

Founded in 2022, the Hoosier Cowboy Association (HCA) is a nonprofit organization centered around giving back to local veterans and first responders. Their "give back" mindset comes to life through an authentic rodeo experience, where tradition isn’t just preserved, it’s put to work. What started as a grassroots idea has grown into a mission‑driven organization, strengthened by shared purpose and a community willing to stand shoulder to shoulder to honor service through action. HCA's signature fundraising event, River City Rodeo, blends cowboy tradition with meaningful support, directing funds raised to area nonprofits that provide care, resources, and long‑term support. This mission is carried forward by a network of local partners, volunteers, sponsors, and neighbors who generously contribute their time, skills, and resources to turn purpose into real impact.

Each September, the River City Rodeo makes its way to the Vanderburgh 4‑H Center. Dust rises beneath worn boots, scents from food vendor munchies drift through the air, and the arena takes on the unmistakable look and feel of the West. Hearts pound and emotions build as the crowd rises for the National Anthem. The moment is simple and unspoken. The flag snaps softly, moving with the breeze, as riders wait in reverential silence. Everyone together, grounded in respect for generations of sacrifice, grit, and pride.

“It’s about honoring service with action,” Jackson says. “The rodeo is the platform, but service is the mission.” HCA's "give back" philosophy is reflected in their leadership. Jackson, a lifelong horse show participant and judge with more than 40 years of experience, holds both a deep respect for cowboy culture and a strong sense of responsibility to her role. After recovering from a serious accident in 2021, she supported the organization behind the scenes before stepping into the presidency in 2024. Her leadership is grounded in resilience, integrity, and a commitment to doing things the right way. She is also quick to address common misconceptions about the River City Rodeo, particularly around animal welfare. “Our animals are extremely well cared for,” she explains. “We work with professional stock contractors and experienced handlers. The health and safety of the animals always come first.” HCA follows professional rodeo standards and partners with respected vendors to ensure animals, riders, and staff are safe and treated responsibly and ethically.

HCA believes honor isn’t expressed through words alone, but through showing up when it matters. They don’t ride for show. They ride to stand behind their neighbors, strengthen their community, and turn tradition into positive impact. The Hoosier Cowboy Association is about connection, respect, and community, proof that a rodeo can be a powerful force for good. When the arena lights dim, the work continues. So, what's next? The Hoosier Cowboy Association plans to expand its children’s events, host therapeutic riding clinics, and grow its charitable impact, with a long‑term goal of giving $50,000 or more annually.