Rodeo: Where Maui’s paniolo traditions grow
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With fall underway, Upcountry will host its 2026 rodeo Oct. 23-25 at Oskie Rice Arena, celebrating Maui's paniolo culture, community and generations of Western traditions with island ties.
Paniolo roots run deep on the Valley Isle. "Paniolo" means cowboy in ʻŌlelo Hawaiʻi, and the culture reflects a connection among people, horses, cattle and the land.
Freddy Rice, George Manao and Bengi Rollins went to Oskie Rice with a desire to build a place where cowboys could hold a rodeo on the island, showcase their skills and pursue their passion. They secured a piece of land next to George Manao's home on Maluhia, which became the original rodeo location and is now known as the Fan Field.
Shortly after the arena was built, Rice and Peter Baldwin worked together to form the Maui Roping Club, managing the facility and producing the annual Fourth of July rodeo for more than 65 years.
Paniolo life has centered on a sense of community from the beginning, with neighbors helping neighbors, families working together and children learning from the generations who came before them.
"It is early mornings, long days, hard honest work, dusty cattle drives and green mountain pastures," said Morag Rice Miranda. "It is knowing that the horse beneath you and the livestock in your care deserve your respect."
E Ola Mau means "to live it forward," and Oskie Rice Arena continues to foster a passion for country life and Maui's paniolo culture by bringing people together in celebration.
"Rodeo and the paniolo culture are unique in that the youngest of a rodeo or cowboy family can compete and be a part of the action and work alongside the oldest, the kūpunas of our 'ohana," Miranda said. "It gives the community a safe family-oriented place to come together with their neighbors, strangers, family to celebrate the paniolo life, to cheer on and get dressed up and vicariously be a paniolo for the day."
Kaonoulu Ranch also gives back through the Maui Youth Rodeo Organization, which supports the future of rodeo and ranching on Maui through the Hawaii High School Rodeo Association Maui District. During natural disasters or islandwide storms, the arena also opens to shelter displaced animals and assist with food distribution, as it did during the 2023 Maui wildfires.
Beyond rodeos, the Oskie Rice Event Center property hosts the Maui County Youth Cross Country Race once a year, encouraging another form of active outdoor recreation.
The Maui Hunters Club also uses the ranch for archery shoots and, in turn, started an archery club with local high schools. Hawaii High School Rodeo Association Maui District season rodeos are held at Oskie Rice Arena, along with the HHSRA Junior High and High School State Finals Rodeos every three years.
For those interested in getting involved with rodeo or becoming more familiar with Hawaii's paniolo culture, the HHSRA Maui District rodeos offer a family-friendly environment where participants can learn about the lifestyle and competition.
Miranda said the best way to get involved is to call the Oskie Rice Event Center at 808-757-3347.
"We have many jobs available -- scanning tickets and banding people as they come through the gates or helping people find parking spots & assisting our handicap attendees find their seat to enjoy the rodeo," she said. "We have a list of fun family friendly activities in the Fan Field on Sunday -- pie eating contest, costume parade, hay ride and all of these need many hands to make it safe, fun and enjoyable."
Maui's paniolo rodeo culture celebrates a multigenerational outdoor lifestyle, and the 2026 rodeo is scheduled for Oct. 23-25. For more information, go to maui-rodeo.com/memorial-rodeo-2026/.