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Fall Focus 2024

Save the Date

August 23-27

Hotel Headquarters
Embassy Suites by Hilton
Amarillo Downtown
550 S Buchanan Street
Amarillo, TX 79101

**Block of rooms available until
July 23 or until the block is sold out.

Once you've completed your registration, you'll be able to access the block of rooms reserved for the event.

We are heading to the Texas Panhandle for Fall Focus 2024. We hope to see you in Amarillo.

August 23
Texas Field Tour

At the West Texas A&M University (WTAMU) campus in Canyon, Fall Focus attendees will engage in hands-on learning experiences and gain insights into the cutting-edge research and practices shaping the industry. Tentative tour highlights include:

  • WTAMU research feedlot tour
  • Ultrasound demonstration using latest technology
  • Lunch and time to explore Panhandle-Plains Historical Museum 
  • Beef sensory panel with WTAMU Meat Science Department

*Schedule is subject to change.

After a day of insightful experiences at West Texas A&M University, attendees will depart and return to Amarillo for something truly unique. Join fellow Fall Focus goers for a night at the ballpark as Simmentals and Sod Poodles come together! The Sod Poodles are Amarillo’s own championship minor league baseball team. A designated area of the stadium will be reserved exclusively for Fall Focus attendees, and dinner will be provided.


August 24
Educational Symposium

Held at the Embassy Suites by Hilton, attendees will have the opportunity to hear from topic experts as they discuss various aspects influencing the beef industry. From packer, producer, and consumer relations to current challenges within the industry, the presentations will offer invaluable insights and foster a deeper understanding of the challenges and opportunities facing the sector. Receiving positive feedback from last year’s panel discussions, the panels and opportunity to engage with the experts will again be incorporated into the day. Some speakers you may recognize include:

  • Ty Lawrence, Professor and Director, Beef Carcass Research Center, West Texas A&M University
  • Dale Woerner, Cargill Endowed Professor in Sustainable Meat Science, Texas Tech University
  • And more! Visit for more information. 

In the evening, the retiring trustees, and 2024 Lifetime Promoter and Golden Book award recipients will be recognized at the Recognition Dinner and Celebration. The Golden Book award is the Association’s highest honor, and each year is awarded to three individuals or organizations that have made significant contributions to the development of the Simmental and Simbrah breeds. All are welcome to attend dinner and celebrate those being recognized.

August 25-27
Board and Committee Meetings

Interested attendees are invited to join the ASA Board of Trustees to discuss critical issues within the Activities and Events, Breed Improvement, Growth and Development, Policies and Procedures, and Simbrah Committees. Throughout these meetings, attendees will gain insights from staff presentations and committee reports. The board meeting continues on Monday and Tuesday.