SIOUX FALLS, S.D. -

A Nielsen study shows that Professional Bull Riders produced over $4 million in new revenue for Sioux Falls.

The PBR's Built Ford Tough Series was held at the Denny Sanford Premier Center April 1-3. The study found that more than half of those attending were not from Sioux Falls. A majority of the revenue came from dining out and hotel accommodations. The study shows that 93 percent of those visiting from out of town came to Sioux Falls primarily for the PBR.

“PBR has worked their tails off to create one incredible event for our city that is also an economic juggernaut for Sioux Falls as well,” says Mayor Mike Huether. “South Dakota’s heritage of a love of powerful livestock, hard-working athletes and raw strength and grit makes Sioux Falls and Professional Bull Riders a perfect match.”

The series was so popular amongst the Sioux Falls area, that they added an extra day to the series thanks to a large amount of ticket requests. PBR has sold out the two years that it has been held in Sioux Falls according to Premier Center general manager Terry Torkildson.

PBR is set to make its return March 31 to April 2, 2017 with its First Premier Bankcard Invitational. Tickets are on sale now.