Well, he is 3....I would keep taking him to rodeos and playdays, anywhere where there will be people, horses, noise, etc. and keep him working. It's good for them to see all the sights and not be asked to "work". I would get him in the arena and warm him up just like the other contestants, put him in the box and let him hear the chute open a few times, ride him around while they are running the cows...basically, just ride him around real easy until he figures out there is nothing there that is going to hurt him. Keep him working, lots of turns, speed changes, keep him moving, he will eventually start paying more attention to you.