368 Demographic insights and virtual engagement in extension programming: Evidence from the Texas A&M Beef Cattle Short Course.

Abstract The Texas A&M Beef Cattle Short Course (BCSC) is an extension program, which aims to educate producers and industry professionals about various subjects relevant to beef cattle production. With an attendance of approximately 2,000 beef cattle ranchers and other stakeholders, this event provides a valuable sample of the population involved in beef cattle production. The objective of the present study is to provide a comprehensive analysis of demographic trends, attendance patterns, and perceived economic benefits by attendees of the program in the last four years (2021-2024). Attendance registration records and post-event voluntary survey responses of four consecutive years (2021, 2022, 2023 and 2024) were analyzed to examine the impact of age, gender, and virtual versus in-person participation. Surveys were administered online via Qualtrics™, after the conclusion of the event and a total of 1,388 responses received from BCSC participants were anonymized and analyzed. The variables of interest among the responses included demographic and ethnic information, attendance in-person vs. online, as well as perceived adoption rates of recommended management practices. Results indicate that in-person attendance remained significantly higher than virtual participation (P < 0.05), with older (75 years of age or more) and female attendees more likely to engage in online sessions compared to other demographic groups. Perceived adoption rates of management practices remained above 90% across all years. Popular sessions, such as Forage Management I and Reproductive Management, consistently attracted high attendance. These findings suggest that evolving participation preferences, economic trends, and digital learning opportunities must be considered in program design for extension initiative. It can also be inferred that providing an online option for extension programs may help increase the participation of specific demographic groups, in the case of this study, specifically women and older individuals that may not be able to easily navigate through large conference facilities. The results also support that leveraging virtual options while maintaining in-person engagement is a valid tool to maximize the reach and impact of extension programming, especially in large scale events such as the BCSC.