Phil Ragsdale’s friends described him as “the Marlboro Man”—he wore cowboy boots and jeans. The occasional cowboy hat.

In 1976, Phil created an event that he aimed to counter stereotypes of gay men like himself. Nothing quite like the Reno Gay Rodeo had existed before, especially in a town like Reno, Nevada.

It got off to a rough start. He had a difficult time finding a rancher who would let him use his livestock for this brand new gay event.

But word got out fast. In a matter of a few years, tens of thousands of people attended the rodeos, coming from across the world.

Rainbow Rodeo is a documentary that explores the beginnings of the gay rodeo, and the minds behind it.