A Brand That Wears Boots

I almost walked out. My first impression was, “This is the worst general session at any DMA conference I’ve ever attended.” And I’ve attended a few.

The guy seemed nice enough, but he was talking about dead cowboys buried on a hill in rural Texas. Guys who shot each other for no good reason. Texas terrain with the longest bluff in the nation and someone I never heard of by the name of Cal Farley. He played football but finally excelled at wrestling.

I was dumbfounded. Where was all this going? And did I possibly care?

It took a while, but Dan Adams, president/CEO of Cal Farley’s Boys Ranch, finally put everything in context. He gave the history of the 70-year-old ranch he presides over near Amarillo. And a biography of the founder — a businessman and entrepreneur with a big heart for kids on the street.

Cal Farley knew how to make things happen. And he also knew how to network with people of influence to expand his reach beyond what one person, no matter how gifted, could possibly accomplish. People like Bob Hope and Roy Rogers — bigger-than-life stars who are “gone but not forgotten,”just like the cowboys in the hillside cemetery.

The story of the ranch’s history was fascinating. But even more impressive was the presenter, current president of the privately run and funded nonprofit children’s home. He spoke with a Texas twang. What could be more appropriate? And he wore cowboy boots branded with the “BR” (Boys Ranch) ID that every young man receives upon graduation from the ranch’s high school. But most amazingly, his heart was immersed in both the history and the mission of the ranch. Dan carries the same passion that the founder carried to his grave. (Cal died in the backseat pew of the ranch chapel during a service he planned.) I have no doubt Dan will also devote the remainder of his career to the ranch. It’s just who he is.

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