To many, a Cowboy conjures up memories of the OK Corral, gunslingers, rustlers and cowpokes. Even today, the fading image of the Marlboro man that cleverly marketed tobacco products around the world has waned under changing social standards. The face of the Cowboy is due in large part by the influence of advertising and Hollywood. Cowboy characters made famous by actors like John Wayne. Like so many things Hollywood, there tends to be more more fiction than fact.

Enter a new era for the Cowboy.

Professional rodeo has become big business, so its befitting that when the Pro Rodeo Cowboys Association (PRCA) inducts its latest Hall of Fame member, Michael Gaughan, that he just so happens to be a successful businessman; a thinking man's Cowboy.

The No. 77 South Point Resort Chevrolet driven by Brendan Gaughan will carry a special image at Kentucky Speedway this weekend - the PRCA logo will be prominently displayed on the B pillar in honor of his father and team owner, Michael Gaughan's induction into the Pro Rodeo Hall of Fame in Colorado Springs, Colorado.

Unfortunately, the Pro Rodeo Hall of Fame induction will take place Saturday while Brendan is competing in the Built Ford Tough 225 at Kentucky Speedway in Sparta, Kentucky.

The NASCAR veteran driver will, however, be with his father in spirit.

The elder Gaughan is a longtime PRCA member, stock contractor and supporter of the association's championship finals in Las Vegas and is the president and CEO of South Point Casino Resort, known until somewhat recently as the South Coast. Gaughan sold his Coast Casinos to Boyd Gaming a few years ago - including The Orleans Hotel & Casino. Gaughan had approached Boyd chairman Bill Boyd about a trade of his equity in Boyd Gaming for the South Coast. A deal was worked out and Gaughan assumed ownership - now aptly named the South Point Hotel, Casino and Spa. Keeping in step, the former Dodge-powered Orleans Racing changed its name to South Point Racing and now runs Chevrolets.

"Over the years, I have had to miss quite a few special occasions with football, basketball and racing and that's just part of trying to live your own life," said driver Gaughan. "But this is one event that I would really like to be at. He was at my induction into the Texas Motorsports Hall of Fame a few years back. For this induction, he's going to have all his buddies around. It's going to be hard not to be there to see him. I think the best thing we can do, though, is to go out and try to win a race for him on this day, which would be kind of fun."

The Professional Rodeo Cowboys Association was created almost by accident in 1936 when a group of cowboys walked out of a rodeo at the Boston Gardens to protest the actions of rodeo promoter W.T. Johnson, who refused to add the cowboys' entry fees to the rodeo's total purse.

That spirit lives on today in the PRCA in part, by the continued support of members like Michael Gaughan. His induction into the PRCA Hall of Fame is a fitting tribute to a man that took the reigns from Benny Binnion - and never let go, helping to revolutionize the Wrangler NFR in Las Vegas, Nevada as one of professional Rodeo's premier events - sold out months ahead of time.

"As far as the rodeo has gone, my dad has been one of the key players in getting and keeping the NFR in Las Vegas, and each year, that's a big family event," Brendan Gaughan said. "Dad's been one of the key players in always making sure that the cowboys have their entry fees paid. When Mr. (Benny) Binnion passed away, I think a lot of people were worried about who was going to take up the slack for what a big cowboy guy he was. I think my dad stepped into that role. He and Mr. Binnion were good friends and had a lot of the same theories and ideas about the cowboys, and they really have taken care of them over the years. My dad's a cowboy at heart."

Today's rodeo, like so many things, has seen its fair share of modernization. But it's the essence of the Cowboy that lives on in PRCA members like Michael Gaughan. A professional cowboy needs to be as savvy with the lasso as they are with a business plan. Michael Gaughan combines the Cowboy way with the fiscal realities of the modern day rodeo. Michael Gaughan is a bit more than a modern-day Cowboy at heart.

Michael Gaughan is simply, a Cowboy.