When Kelly Gilliland, a Colorado native, moved west to California, he longed for a semblance of his rural country lifestyle – and in sunny San Diego, that can be difficult to find.

It won’t be, however, this weekend, as the San Diego Chapter of the Golden State Gay Rodeo Association (GSGRA) hosts the 20th annual San Diego Gay Rodeo, also known as the Coors Light 2008 San Diego Rodeo.

Thirteen years ago, Gilliland, then a fresh face on the gay rodeo circuit, began competing and volunteering with the rodeo, and during the last decade, he’s watched the rodeo, and its contestants, grow.

This year, 68 contestants – six from San Diego County – will compete in the annual event, hosted at the Lakeside Rodeo Grounds.

“A lot of these contestants have been doing this since childhood – so many of them are in their 40s and they have 30 years of ranch and rodeo experience underneath their belts,” Gilliland said. “And they’re coming from all over the U.S. to compete; from Texas, Colorado, Oklahoma, Wyoming – states where the country western lifestyle is more prevalent.”

“In San Diego, you don’t find a lot of people who own land and can board horses on it, especially within the gay community – typically you find them closer to the city,” he said.

Still, the GSGRA encourages new competitors to give the rodeo circuit a try.

“New contestants are guided and taught how to do this, no matter what event, so they can be the best they can be at it,” he said.

Gilliland rode horses recreationally when he was a child, and when he became involved with the rodeo circuit, he competed for four or five years before taking a volunteer leadership role with the organization.

In 2004, the San Diego Rodeo moved from the Del Mar Fairgrounds to the Lakeside Rodeo Grounds, where the town’s residents are a bit more conservative than their neighbors to the west.

“In the four years we’ve hosted the event at the Lakeside Rodeo Grounds, we’ve only had a handful of protestors,” Gilliland said. “The community had been open to the gay culture and the gay rodeo in Lakeside. They like having us come out because we take care of the facilities and we return them in good shape. We’ve worked with El Capitan High School to use its agricultural grounds, too, and we’ve not had any problem renting those facilities. The businesses there like us, because we use local businesses to buy all our feed and the materials for the arena. Sometimes people are open and sometimes they are not – but if you treat people with respect, we’ve found they treat you with respect, too.”

Gilliland said, in part, the residents and businesses in Lakeside have been accommodating because they share the rodeo contestants’ “country life,” which is kind, polite and hospitable.

And, as time has gone on, the gay subculture in the country western lifestyle has become less of a secret.

“I think there’s always been a gay subculture within the rodeo and country lifestyle – it just hasn’t been as open or as talked about as gay lifestyle in the city would be,” Gilliland said. “Brokeback Mountain opened a lot of eyes of a lot of people to the gay aspect of the lifestyle. In my travels to Oklahoma City, Kansas, Texas, Louisiana, people are OK with it because they know someone who is gay. They’re more comfortable with it.”

And as the world at large becomes more comfortable with gay cowboys and the gay rodeo circuit, Gilliland sees more gay contestants become more comfortable living out and proud lives.

“The more accepting things become, the more people are OK talking about their sexual orientation within the community,” he said. “When the organization started, there were more ‘no photo’ requests and people competing under different names because they weren’t out. Now, there are very, very few requests that photos not be taken of contestants, and you have companies and organizations that sponsor contestants who go through the gay rodeo circuit. Contestants feel more comfortable coming out and letting people know they’re a part of this, and I think it has to do with individual awareness and individual comfort level.”

In terms of corporate sponsors, the San Diego Rodeo secured a contract with Coors Light, which has put in bids to sponsor San Diego LGBT Pride, and has worked with other organizations in the GLBT community.

For its 20th anniversary, the San Diego Rodeo is attempting to create a more family-friendly, inclusive atmosphere – so parents can bring children, and so spectators who aren’t familiar with the rodeo can enjoy the sport.

Gilliland and the volunteers who comprise the San Diego Chapter of the GSGRA are also trying to make the rodeo appeal to younger potential competitors.

“We want the younger generation to see the gay rodeo,” he said. “We need a younger crowd to have a passion and love for the event, and to be the next generation to help produce and make the rodeo happen. It’s an all-volunteer organization, including the board, so we need to have someone come in and take the reins, and guide and better the rodeo for the next 20 years.”

The Coors Light 2008 San Diego Rodeo kicks off tonight with the Boots N Briefs charity fund-raiser and beer bust at Kickers at Urban Mo’s at Third and University avenues.

Shuttles from The Handlery Hotel to the Lakeside Rodeo Grounds will run free on Saturday and Sunday.

For more information on the Coors Light 2008 San Diego Rodeo, visit www.sandiegorodeo.com. Thursday, Sept. 11

Boots N Briefs Contest & Beer Bust

7 p.m. to 2 a.m.

Kicker’s at Urban Mo’s

Rodeo Pool Party

12-6 p.m.

The Handlery Hotel in Mission Valley

Hosted by the Asylum of the Tortured Heart, Incorporated, The San Diego Sisters of Perpetual Indulgence

Registration for contestants, entertainers and volunteers

6-9 p.m.

The Handlery Hotel Mission Valley

New contestant meeting follows contestant registration.

Official meeting 30 minutes after contestant registration.

Rodeo Welcome Party & Entertainment