As a five-time winner of the Canadian Pro Rodeo Association’s award for announcer of the year, Joe Braniff’s services are in demand. Rodeo season sees him jet-setting across Western Canada, shuttling between events and his Piapot, Saskatchewan home. But just as sure as he’s addicted to the rodeo experience, every August sees Braniff in Jasper to call the Jasper Heritage Rodeo.

“Coming to Jasper, I’ve always considered it a working holiday,” says the affable Braniff. “It’s amazing when you can come and work in a spot where so many people would give an arm and leg just to see.”

Braniff describes himself as “frustrated cowboy” who wouldn’t let a lack of results stand in his way of pursuing a career in the rodeo. He’s been involved with Jasper’s event for five years now, and though you might expect that all those bulls and barrel racers would blend together after a while, Braniff claims otherwise.

“Just about everything in Jasper is unique,” he says. “First, we’re able to present our sport to people from all over the world. It’s really cool, and sort of a mini-Calgary Stampede in that way.”

The calibre of competition also sets Jasper apart, he believes.

“I don’t know if people around there realize just how good that event is. There’s a good range of competitors because it’s getting close to the finals in Edmonton, and so much work goes into to getting the best there.”

Braniff credits the members of the rodeo committee for creating another unforgettable element — the atmosphere.

“The opening they do with black light, and it gets the hair on the back of your neck standing up,” he says. “It’s a thrill just to be part of it.”

The only announcer to win the CPRA award for his profession thus far, Braniff has seen a lot of memorable moments in the infield, but he says its the unpredictability of the rodeo that keeps the butterfiles fluttering in his stomach at each event.

“It can happen at any moment, and when you’re a part of history, either as a spectator, or a cowboy or as an announcer, that’s a pretty special feeling. You’re dealing with animals that don’t know and don’t care if they give someone the ride of their life. When a bronc rider scores big and the crowd cheers, the fact that you’ve been part of that reaction, it’s what drives a guy to continue.”

With a young family, Braniff says he’s moved beyond the days when he would take an announcing gig “anywhere, anytime”, instead focusing on higher-quality events where he can shine and help the rodeo to better entertain the fans. Jasper remains on his annual schedule, and Braniff says it will for a while. After all, history could be in the making from August 16 to 19.

“A couple of years ago Curtis Cassidy bulldogged a steer in just three seconds flat there in Jasper,” Braniff recalls. “The Canadian record is 2.9 seconds, so you just never know.”

More information about the rodeo is available online at www.jasperheritagerodeo.com, and tickets will be sold during the rodeo at the Athabasca Hotel and the Activity Centre.