Dean Woods Memorial Fundraiser

Help us honor the legacy of PBR"s Legendary Fan Dean Wood, whom we lost in fall of 2023. 

Dean Woods was no ordinary fan – judged by the miles he traveled and the people he befriended in a life of extraordinary devotion to a sport that brought him and his family so much happiness.  Dean’s wish was to have his PBR Western Shirts autographed by the all the riders and then auctioned to raise money, which would in turn go back to the riders.  The PBR family has lovingly created a quilt using all of Dean's shirts, that one lucky receipient will receive.

Your donation will go to support Dean's beloved Riders.  An indivdiual will be randomly selected from all donation entries to receive the Memorial Quilt.  Thank you for helping us honor his legacy.

Dean's Story...

PBR Family Loses One of Their Own - Dean Woods, Who Had Attended Every World Finals, Passes Away at 83

By Andrew Giangola

Nearly all sports stories are about the athletes, the events, the big wins and gut-wrenching losses, and the overflowing joy and fascinating heartbreak accompanying the thrill of victory and agony of defeat.

This story is about a fan.

Dean Woods was no ordinary fan – judged by the miles he traveled and the people he befriended in a life of extraordinary devotion to a sport that brought him and his family so much happiness.  

Woods is the only fan known to have attended every single PBR World Finals, starting at the MGM Gardens Arena in Las Vegas in 1994 all the way through Dickies Arena in Fort Worth this past May. 

The 30^th trip to see the most grueling and prestigious event in bull riding would unfortunately be his last. The day after he attended another bull riding championship, this one for the new Teams league in Las Vegas in late October, Woods, 83, woke up confused. A few weeks later, he’d pass from natural causes.

Crestfallen were a son and daughter, five grandchildren, eight great grandchildren, and countless friends in the PBR family.

While “family” is an over-applied term that businesses and brands today will wrap themselves in, in this instance, it’s not promotional hyperbole. PBR is a big sport, but small enough for the emergence of a ubiquitous avuncular figure who seemed to know and be loved by everyone.

Woods often phoned PBR CEO Sean Gleason, and the two would chat, especially after Dean lost his beloved Julia in 2021. He drove to events, even after turning 80, and once at the arena would start making the rounds.

His first stop was to sit at the PBRewards booth, chat with the staff and hand out day sheets. On the concourse, there were handshakes and hugs with familiar faces who recognized a familiar friend. He’d make sure to stop at the Cooper Tires booth and say hello to the US Border Patrol. He’d often bring popcorn to Pyro man Jeff Coonce. He and Julia would hand “some of America’s best oranges” to hard-working crew members like Chuck Isaacs.

He knew every rider, watching the wily veterans hobble away, some like his friend Cody Custer to coach in the new Teams league, as he befriended the next fresh-faced generation of cowboys taking the mantle and accepting the physical punishment to keep the sport growing.

“As young guy coming on (to PBR) I made fast friends with Dean and Julia,” said 2004 PBR World Champion Mike Lee remembered. “They were always so encouraging and never one time do I recall they having negative comments or words about my ride or anyone else. I was blessed to know them and call them friends.” 

With each new contact number added to his phone, Dean was proud to know these cowboys and call them his friend.

“At PBR, my dad was in his element,” Woods’ daughter Lori Morgan said. “When mom was alive, if they weren’t square dancing, they were at the PBR. And they loved every second of it.”

At one point, Dean asked Julia if it was too much. Did she want to cut back on the trips to see bull riding? Julia responded that they should try to go to even more.

After Julia passed, Dean wanted to be assured he could still scan her PBR Rewards card, so she’d still receive points.

“At the time, we didn’t know if dad would be able to continue,” Morgan said. “He then didn’t go to as many PBRs, but the ones he went to were what he looked forward to most. That was his happiness. He was so proud to be with his cowboys. And we didn’t have to worry about our 83-year-old father in a big, crowded arena. We knew there were people who’d make sure he got to his seat and got what he needed.”

Not that Woods needed much help. He came from rugged stock, born in Baker City, Oregon on Sept. 27, 1940 to parents who were ranchers. He met Julia in high school. She asked him to the prom and the bold overture ignited a love affair lasting the rest of their lives.

Dean worked construction jobs and also operated heavy equipment at a cement plant. The couple wed after high school, spending 56 years holding hands, playing cards, bowling, square dancing, and of course attending bull riding events.

They received joy from the sport, and their fandom brought reciprocal benefits. The staff and crew on the road – working long hours to transform hockey and basketball arenas into bull riding meccas for a three-day party then breaking it down to head to the next town to do it again – got something priceless in return from the couple.

“In a life of travel with the uncertainty of new cities and unfamiliar faces, suddenly we would see Dean and Julia in the hotel lobby or the stands,” said Flint Rasmussen who served as official entertainer at more than 100 events Woods had attended. “It gave a sense of calm to be able to say hello to one of the kindest couples I’ve ever known. And to think of all the miles traveled and dollars spent, just because they loved what we were doing as a job!” 

After Woods had fallen ill, he asked for his prodigious collection of PBR event shirts collected over the years be given to the organization. Dean wanted the riders to sign them to be auctioned with the proceeds benefiting the riders.

As news spread of Dean’s passing on social media, dozens of fans, PBR staffers, bull riders, brand partners and stock contractors remembered him and Julia.

Dee Wallace Young, an avid bull riding fan from Idaho who attends a half dozen events plus World Finals each year, was especially close to the couple, affectionately calling them “my PBR mom and dad.”   

“Our PBR family has lost a piece of its heart,” she wrote on Facebook. “I cannot thank PBR enough for bringing these beautiful souls and so many others in my life and my family.”

Sean Gleason, PBR’s boss, made sure Dean was chosen help carry a large American flag out to the dirt as the sport’s Top 100 fans were honored at a 30^th anniversary celebration to open 2023 World Finals in Fort Worth.

Dean said he’d be thinking of Julia all the while.

“When we spoke on the phone, it was difficult to hear the pain and loneliness in his voice when remembering his beloved wife, but it always came around to excitement and optimism about his PBR travel schedule,” Gleason said.

At the Teams playoffs in Las Vegas in late October, with the next individual season only weeks away, the two made plans to meet at an event down the road.

Sadly, that won’t happen. But PBR is planning to keep two seats open at a future event to honor the couple who meant so much to so many.

“I’ll be thinking about Dean at virtually every event, because I can’t remember many that he didn’t make over the years,” Gleason said. “It will be comforting to know Dean and Julia are watching the sport they love in great seats from above.”