LADDER BUCKCOMMUNITY. TRADITION. SUPPORT.
Illustrative firefighters gathered outside a warmly lit fire station at dusk

THEY SHOW UP.
LET’S STAND
BEHIND THEM.

We’re building Ladder Buck to turn the community pride and traditions of rodeo into support for small and medium-sized fire departments.

Start a conversation
Explore our purpose ↓
Rodeo traditionsLocal prioritiesCommunity support

Community pride. Lasting support.

We bring rodeo communities together to raise awareness and funds for small and medium-sized fire departments and the people they serve.

These departments may be staffed by volunteers, paid firefighters, or a combination of both. Our focus is on helping them meet needs identified by the people closest to the work.

Illustrative boots, helmet, and hose nozzle at a fire station

A weekend that brings people together.

For the communities we hope to work with, rodeo is a gathering place for neighbors, families, businesses, and visitors. It carries traditions and a sense of pride that reach beyond the arena.

Ladder Buck is taking shape around a simple opportunity: connect that shared pride with support for the local fire department. We want the goodwill surrounding a rodeo weekend to make a difference long after the crowds head home.

Start local. Build together.

Connect through rodeo.

Build relationships with individual rodeos and the communities around them.

Listen to local priorities.

Work with local fire organizations to understand where additional funding could help most.

Learn, then grow.

Begin with individual communities, learn from those experiences, and work toward reaching more communities across the country.

The people closest to the need should help guide the support.

A fire department’s needs can range from equipment and firehouse repairs to essential supplies or assistance for people affected by fire. Our intent is to let local recipients identify where funding can make the greatest difference.

How we intend funding to work

Ladder Buck is developing two ways to fund its mission. General funding would support direct contributions to local communities as well as the work of running the organization, including outreach, materials, accounting, and travel.

Fundraising at local rodeos and community events is intended to benefit the local fire department, district, or benevolent fund. We are still developing the details of how funds will be collected, transferred, and reported.

Meet the people behind Ladder Buck

Our board brings experience in business, marketing, community service, and working with firefighters, along with personal connections to rodeo communities.

Portrait of Sam Serex

Sam Serex

President & Board Member

Sam Serex brings marketing experience and a lifelong connection to rodeo communities to the role of Ladder Buck president. A marketing specialist at Glympse, a real-time visibility and asset tracking platform, Sam holds a bachelor’s degree in psychology from UCLA and an MBA from the University of Montana. Sam’s experience also includes a summer internship at Ellis George Cipollone LLP.

Growing up attending rodeos in Colorado and Oregon with grandparents and cousins—including taking part in a goat tail untying contest—gave Sam a lasting appreciation for the kindness and generosity of rodeo communities. Those experiences inspired a desire to give back by supporting small-town fire departments through rodeo.

A former NCAA Division I pole vaulter at UCLA and the University of Montana, Sam set Montana’s indoor and outdoor pole vault records. Sam lives in Fall City, Washington, and now enjoys running and Pilates.

Portrait of Dr. Karl Westby

Dr. Karl Westby

Board Member

Dr. Karl Westby brings more than 30 years of experience in transportation policy, analysis, and data-driven strategy to the Ladder Buck board. The owner of Westby Consulting, he holds advanced degrees in civil engineering and urban planning. His connection to Ladder Buck’s mission is personal, rooted in close friendships with local firefighters and 25 years of attending rodeos across the American West. Karl has also served his community as a high school track and field coach and mentor.

Portrait of Rick Emerson

Rick Emerson

Board Member

Rick Emerson is a neurophysiology practitioner specializing in Muscle Activation Techniques. He brings more than 30 years of community volunteering and coaching to his commitment to helping others stay strong and reach their potential.

Rick’s connection to the fire service began in childhood, when he lived next door to a fire chief in Bellevue, Washington. That early experience gave him a lasting appreciation for firefighters and the demands of their work.

Today, his work with the City of Seattle Fire Department focuses on supporting firefighters’ strength, mobility, and physical performance. Rick approaches their physical needs as he would those of professional athletes, recognizing the demands placed on their bodies in service to their communities.

Portrait of Melissa Feroglia

Melissa Feroglia

Board Member

Melissa Feroglia brings nearly three decades of business leadership and community service to the Ladder Buck board. A principal real estate broker licensed in Oregon and Washington, she has helped individuals and families navigate major life decisions with integrity and compassion.

Growing up in an Army family gave Melissa an early appreciation for service, sacrifice, and the communities that support those who serve. She brings that perspective, along with experience in strategic planning, fundraising outreach, and event coordination, to her commitment to supporting firefighters and first responders in rodeo communities.

Through Ladder Buck, Melissa aims to build community partnerships and fundraising opportunities that help local firehouses feel recognized and supported. She lives in Central Oregon and enjoys time with her family and animals, gardening, hiking, and exploring the Pacific Northwest.

Bring your community into the conversation.

Are you part of a rodeo, a local fire department, or a community interested in this work? We’d like to hear about your community and what support could mean there.

For emergencies, call 911. This form does not provide emergency assistance.

Please don’t include medical, financial, or other sensitive information. Read our privacy notice.

Web3Forms delivers your inquiry. hCaptcha provides the spam check. If the check does not load, save your message and try again later.