Kansas City, Mo. ? The American Royal has grown by cutting back — way back.

Now, the challenge is to keep that new growth going.

Last year, the annual Western-themed festival shortened its run from nine weeks to four, and new events were added to the lineup in an effort to attract larger crowds.

Revenue for the Royal jumped 10 percent from the year before and expenses decreased by 10 percent, allowing the show to end with a profit for the first time in five years.

“The bar was raised last year,” said George Guastello, president and chief executive officer of the American Royal Assn. “Now, we have to exceed that bar.”

The marketing strategy and changes made last year — and more being made this year — are part of a five-year business plan to help make the 104-year-old organization financially sound.

The annual American Royal Barbecue, held earlier this month, featured 417 teams — the most ever — from across the country and was highlighted on “Good Morning America.”

Good weather, national attention and a weekend of Kansas City events helped increase attendance at the barbecue this year, Guastello said. Friday ticket sales were up 46 percent from last year and Saturday ticket sales were up 50 percent, he said.

“It was a perfect example of how the community can come together and everyone benefits,” he said.

Proceeds from the Royal help support yearlong educational programs that promote agriculture.

This year’s festival will feature appearances by decorator Mary Carol Garrity, owner of Nell Hill’s in Atchison, and author of “Nell Hill’s Style at Home.”

“That is a major coup for us,” Guastello said. “It’s like bringing Neiman-Marcus to Kansas City.”

For those looking for down-home singing entertainment, the community stage will offer the first American Royal SuperStar Talent Search.

Seven area hopefuls are set to compete Oct. 27 through Nov. 1 for a chance to perform in a spotlight performance Nov. 1 during the American Royal rodeo finals at Kemper Arena.

Several national musical acts are set to take the stage as well, including Buddy Jewell, Trace Adkins, Rick Trevino and Trick Pony.

One of the new attractions is the Great American Wild West Show, which American Royal spokeswoman Suzanne Levy called “kind of a trip back in time — like Wild West shows were like 100 years ago.”

Also new this year is the Boots, Barbecue and Business Luncheon, which will be at noon Oct. 21 at Hale Arena. More than 400 people are booked to attend, exceeding Guastello’s goal of 300.

“We’re really working hard at bringing people in,” he said. “These new things we’ve added are really going pretty well.”

The opening ceremonies for the Royal will be Oct. 22 and will feature a lighting ceremony and governor’s reception.

“We want to engage the entire community in this civic celebration,” Guastello said. “That’s paramount. We’re trying to make something here for everybody to experience.”