The Padres will get public money to promote a controversial Petco Park rodeo after all.

A San Diego public agency that doles out marketing money to local events reversed course Friday and decided to award the Padres $150,000 for the three-day rodeo, which is scheduled for mid-January.

The agency, the San Diego Tourism Marketing District, rejected a similar request from the Padres last month based on concerns the team wasnt planning to use the money to attract out-of-town tourists.

The fight over the marketing money comes as San Diego Councilmember Kent Lee and the San Diego Humane Society continue to pursue legislation that could restrict rodeo activities within the city limits.

Rodeo critics said Friday that Lee plans to introduce a proposed city ordinance before the end of the year, but Lees chief of staff declined to comment Friday or offer any timeline on such a proposal.

Lee has been exploring legislation since a rodeo the Padres hosted at Petco last January sparked protests from animal rights groups, litigation and calls to ban rodeos within the city.

Last winter’s rodeo was the first in the city since the 1980s, but multiple rodeos are staged each year around the county, including annual events in Lakeside, Poway and Ramona.

Lee has backed away from a complete ban in the face of backlash from local tribes and others who say rodeos are a cultural practice long intertwined with Black, Indigenous and Mexican American communities.

The Humane Society said Friday that public money — hotel tax revenue — that is supposed to support tourism should be focused on events that reflect the communitys compassion and respect for all living beings.

Using these funds to promote rodeos does not align with our citys commitment to the humane treatment of animals, or its reputation as one of the most animal-friendly cities in the nation, the society said.

The San Diego Rodeo Alliance, a group that includes the Padres, praised the marketing district board Friday for reversing course.

“We are thankful that the San Diego Tourism Marketing District recognizes the importance of the San Diego Rodeo, said Josh Muse, vice chair of the Sycuan Band of the Kumeyaay Nation and a leader of the alliance. “The Rodeo is such an important part of our rich heritage and cultural traditions in San Diego and we appreciate TMD’s financial support.”

A key to the boards 6-2 approval was the Padres decision to spend the money on marketing to out-of-town tourists instead of covering other expenses for the roughly $3.3 million event.

Chris Connolly, the teams chief marketing officer, said the public money will be used for Facebook, Instagram and Google ads in Phoenix, San Bernardino County, Ventura and central California.

The Padres didnt promote the January 2024 rodeo in those areas, focusing only on Las Vegas and Los Angeles, Orange and Riverside counties.

Connolly said the social media campaigns allow the Padres to target people considered most likely to attend a rodeo: people who like country music, people who like rodeos and people who are hikers or outdoor enthusiasts.

The team also plans to send promotional text messages for the San Diego Rodeo to tourists attending a 10-day rodeo event in Las Vegas next month.

Doug Korn, general manager of the US Grant hotel downtown, told the tourism board Friday that the rodeo should receive tourism money.

From a business perspective, its a demand generator for tourism, which drives occupancy during what is otherwise a very slow weekend in San Diego, Korn said. We saw it first-hand last year.

Animal rights activists say rodeos involve cruel treatment of innocent animals.

The rodeo, to me, is a stain on San Diegos reputation, said downtown resident Mike Weinberg. Cultural tradition doesnt trump animal cruelty.

Board member Joe Terzi pressed the Padres about those concerns.

Is there anything thats being done to try to reduce the potential danger to the animals that are being used? he asked.

Jaclyn Lash, the Padres senior vice president for special events, said the Padres have confidence in the people handling the animals at the Petco rodeo.

From our understanding, the animals are very well taken care of and will continue to be, she said.

The Padres hope to increase attendance from last Januarys 45,580 to 70,000 this January. They have added nightly concerts to help make that happen.