Looking ahead

Ed Peterson has big plans to make the local rodeo arena into a year-round entertainment and event destination.

Peterson recently purchased the former Rice Ranch and Event Center with plans to use it not only to host rodeo events but as a motorsports venue and four season event center as Wicked Events and Rodeo Arena.

Peterson, 43, of Medford has run businesses in the past and knows the amount of work and effort they take to be successful. “I have been in business my whole life,” Peterson said, noting that he has always been busy and wanted to transition into doing something that was less physically demanding on a daily basis.

He saw his opportunity when the rodeo arena was put up for sale last year. Peterson said in order to be successful the Wicked Events and Rodeo Arena needs to be a year-round destination. He noted that many people have to travel a distance to find the types of entertainment they are seeking and he hopes his new venture will help keep them in the area and bring others here.

“The community needs things to do to keep people more local,” Peterson said.

See PETERSON on page 3 Some types of events Peterson hopes to bring to Wicked Events and Rodeo Arena include Rock Bouncers, demolition derbies, Tough Truck shows, UTV events and car shows.

In addition, he plans to continue to host rodeo and horse events at the event center.

In cold months, he would like to explore doing snowcross races, snowmobile shows and potentially flooding and freezing the arena area for ice drag races.

In addition to the entertainment venue, the 24-acre property will have camping under the Campfire Cove name, as well as storage units for rent as Versatile storage.

Peterson said his goals are to fully close in the main building with glass garage doors and insulation to make it more practical to heat and hold events there in colder months.

He also plans to have the building open on a regular schedule as the Bugged Out Bar and Grill which in addition to having food and drinks will also be a band venue. He noted the interior space at the center is massive and able to host larger bands and DJs while also having space for people to play pool and socialize.

“I like to see people happy. This should do that,” Peterson said. He said that he wants to run the bar all year round and that while at first it won’t be every day, he wants to have it open on a regular basis.

Peterson is hitting the ground running with plans for events to be held at the center this fall.

He said they are working with David Rice and his rodeo company to bring a full rodeo back to the area on the weekend of September 21.

He said they are shooting for September 14 to host a weekend event of Rock Bouncers.

Peterson noted he has already gotten calls on people interested in having their weddings at the event center and it is something he hopes to get more of in the future.