When Banking Becomes Family

How River Valley Community Bank Supported Flying U Rodeo Through Legacy, Pandemic, and Succession

Seven Decades of Roots in Marysville

Cotton Rosser founded Flying U Rodeo in 1956 as a personal comeback story. After a serious accident sidelined him from his previous work, the Marysville community rallied around him so that he could rebuild and support his young family. He was forever grateful  for the community’s immense generosity, and hoped for a way to pay it forward. When a friend convinced him to try the rodeo business a year later, Cotton saw his opportunity to give back and “put Marysville on the map” through Flying U Rodeo.

That one decision became a legacy that would span generations. Flying U Rodeo became the world's largest rodeo production company, based in Marysville, producing events across the Western United States.

But even long-established businesses face challenges and pivotal moments along the way.

The Right Banking Partner at the Right Time

As with many businesses, the pandemic tested everything. One test came from an unexpected place: their bank.

"When we needed our bank the most, we were with a bigger bank at the time, and they just weren't there for us," recalls Reno Rosser, Flying U President and one of Cotton's sons carrying forward the family legacy. "We were kind of put down the ladder while they took care of the larger customers first."

At that moment, the family realized they needed a banking partner who could provide personalized guidance and local decision-making.

That was when Reno made the decision. They needed to bank locally, and there was only one choice that made sense: River Valley Community Bank.

More Than an Account Number

We understand Flying U Rodeo not as an account, but as a family business operating in one of agriculture's most complex ecosystems. They spend most of their year on the road producing events across the Western states and they face regulatory challenges and the constant pressure of operating an agricultural enterprise in California.

Over the last 20 years, we've proudly supported countless ag and family businesses, helping our communities grow stronger together. We understand the industry, which means you're working with bankers who already speak your language.

Katharine, the Vice President of Flying U Rodeo, describes it this way: "In a world where a lot of banks treat you like a transaction, River Valley has exceeded that and treats us not only as a relationship but as a partner in our business. And there's been times throughout our relationship with them where we've had hard times or challenges, and not only do they call, but they physically show up."

The Power of Relationship Banking

Family businesses do not operate like other companies. The values that run the company run the household, and the relationships that sustain the business also sustain the family.

So when a banking issue came up while Reno and Katharine were on the road, Karin, leader of Cotton’s Corral, needed help. Our relationship had proved she could call us, so she did.

"Right then and there, they said, don't worry about anything," Karin recalls. "And then I had two of their bankers come to the office that same afternoon. Later that day, the president of River Valley Community Bank called me and asked me how I was doing… How often does that happen?"

Our goal is to provide responsive, relationship-based service tailored to each customer's needs. As Karin tells us: "River Valley Community Bank has the same family ethics as we do. And they have helped us to know that we're not alone."

A Banking Relationship that Grows With You

Whether your business has been family-owned for generations or you're building a legacy of your own, River Valley Community Bank is here with local expertise, personalized service, and a commitment to helping your business succeed for years to come.

Visit one of our convenient locations in Yuba City, Marysville, Grass Valley, Auburn, or Roseville, or visit our website to speak with one of our business banking experts today. Let us show you how River Valley Community Bank can be a true partner in your family legacy.