Big Texan’s Bobby Lee appointed to Texas Commission on the Arts

Bobby Lee, owner of The Big Texan Steak Ranch and a prominent figure in Texas tourism, has been appointed to the Texas Commission on the Arts by Gov. Greg Abbott. Lee, known for his entrepreneurial spirit and deep connection to the Panhandle, will bring a unique perspective to the board, focusing on integrating cultural tourism into the state’s broader arts initiatives.

A legacy of tourism leadership

Lee’s appointment to the Texas Commission on the Arts marks a new chapter in a career that has been deeply intertwined with Texas tourism. His family’s iconic Big Texan Steak Ranch, famous for its 72-ounce steak challenge, has been a cornerstone of Route 66 culture since its opening in 1960. The restaurant has drawn tourists from around the world, and Lee has built on that legacy by expanding into live entertainment and community events through ventures like Starlight Ranch.

This isn’t Lee’s first time serving on a state board. In the 1990s, he was a member of the Texas State Tourism Committee, an advisory group under the Texas Chamber of Commerce. That experience laid the groundwork for his current role, where he hopes to blend his tourism expertise with the commission’s mission to promote the arts across Texas.

“I’ve always believed that tourism and the arts go hand in hand,” Lee said. “Whether it’s a concert, a festival, or an art exhibit, these events are vital for drawing people in and showcasing what Texas has to offer.”

From his early days working alongside his father at The Big Texan to his current role as a leader in the Panhandle’s tourism industry, Lee has always been driven by a passion for creating unique experiences that draw people in and keep them coming back.

Vision for cultural tourism

Lee’s appointment comes at a time when the Texas Commission on the Arts is looking to strengthen the link between the arts and tourism. With over 50 years of experience in attracting visitors to the Texas Panhandle, Lee is well positioned to contribute to this goal. He sees cultural tourism as a way to not only boost local economies, but also enrich the cultural fabric of communities across the state.

“The Panhandle has a lot to offer, and I want to make sure that’s represented at the state level,” Lee said. “By focusing on cultural tourism, we can create more opportunities for people to experience the unique art and culture that Texas has to offer.”

One of Lee’s recent projects, the resurrection of the iconic Bug Ranch, a quirky art installation akin to the Cadillac Ranch, exemplifies his commitment to blending art with tourism. The installation has become a popular stop for travelers, adding another layer to the Panhandle’s appeal.

“There’s a growing interest in roadside attractions, especially those with an artistic element,” Lee said. “These sites create curiosity and draw people off the highways, giving them a reason to stay and explore more of what the area has to offer.”

Bringing Amarillo ideas that have worked 'to the rest of the state'

As Lee steps into his new role, he’s excited about the potential to make a lasting impact. He’s particularly interested in exploring how the commission can support the development of new attractions that combine art with tourism, ensuring that both urban and rural areas benefit.

“I want to bring some of the ideas that have worked here in Amarillo to the rest of the state,” Lee said. “Whether it’s creating partnerships between arts organizations and local businesses or developing new cultural events that draw visitors, there’s so much we can do.”

Lee acknowledges that serving on the Texas Commission on the Arts will be a challenge, but it’s one he’s eager to take on.

“It’s a huge responsibility, but this is what I do,” Lee said. “I’m proud to represent the Panhandle on this commission, and I’m looking forward to working with my fellow board members to see what we can accomplish together.”

With a focus on integrating the arts into the broader tourism landscape, Lee’s vision for the future is clear: to make Texas a destination where culture and creativity thrive.

This article originally appeared on Amarillo Globe-News: Bobby Lee appointed to Texas arts commission to boost cultural tourism