attendance for most professional sports teams and most major cultural events in other cities. In comparison, New Orleans' Mardi Gras generally draws about 1.4 million visitors. In 2015, the organization reported operating revenue of $133.35 million. The Corral Club, which covers the sale of much of the alcohol on the grounds, but not that within the stadium, sold more alcohol in the three weeks of the HLSR than any other mixed-beverage permit holder in the state for the month of March 2016, and in the year prior was only outsold by the stadium where the Dallas Cowboys play. A 2010 economic impact analysis estimate that the HLSR funneled $220 million into the Houston economy, with almost half of that coming from visitors outside of the Houston metro region. HLSR and its suppliers and vendors paid over $27 million in taxes to local entities. The study's author estimates that by 2017, the HLSR would be contributing almost $500 million to the local economy each year, the equivalent of hosting the Super Bowl every year. HLSR awarded $26.07 million in scholarships, grants, and graduate assistantships in 2017. More than 750 students received scholarships, many of them worth $20,000 over four years. Recipients can pursue any field of study but are required to attend a university or college in Texas. Eleven different colleges were awarded funds to pay for graduate assistants. The remainder of the money was allocated for grants to other nonprofits or educational facilities to provide programs to help educate youth about agriculture or pioneer heritage. Since 1932, HLSR boasts that it has given away over $430 million. Milestones 1931 : First established as The Houston Fat Stock Show. 1932 : First Show is held at the Sam Houston Hall. 1937 : No rodeo due to cancellation. 1938 : Moved to new location: Sam Houston Coliseum. 1942 : First star entertainer: Gene Autry, "the Singing Cowboy"; calf scramble event added to the Show's rodeo. 1943–45 : No rodeo due to World War II. 1946 : Rodeo resumes. 1952 : First trail ride (Salt Grass Trail Ride) commences from Brenham, Texas. 1957 : First major educational scholarship ($2,000) awarded to Ben Dickerson. 1961 : Name changes to Houston Livestock Show and Rodeo. 1963 : The School Art Program begins 1966 : New location: Astrodome complex; Astrohall built for Livestock Exposition. 1970 : Research program launched committing $100,000 annually in support of research