The Revival of Cowboy Culture and Its Economic Impact

The Rise of Cowboy Culture in Modern Times

It seems that the allure of the countryside is becoming more prevalent than ever, with a noticeable revival in western-themed fashion and an unprecedented surge in the popularity of country music. This phenomenon has been aptly termed the “Yellowstone effect,” as people are increasingly drawn to the romanticized vision of the American West and cowboy life. Joel Cowley, the chief executive of the Calgary Stampede in Alberta—one of the largest rodeos globally—remarked, “There’s a romanticism about the West and the cowboy that comes and goes. But I’m not sure in my lifetime that I’ve ever seen it as high as it is now.”

The mainstream acceptance of cowboy culture has created numerous economic opportunities for cities and towns rich in Western heritage. This past summer, the Calgary Stampede attracted an impressive 1.5 million attendees eager to partake in the annual rodeo event, which features an exciting blend of concerts, cattle shows, and circus performances. The turnout during those 10 days set a record for the Canadian city’s flagship event, prompting local officials to seek ways to sustain that vibrant energy throughout the remaining 355 days of the year.

Similar initiatives are being adopted in other cities renowned for their cowboy culture, including Denver, Houston, and Kansas City, Missouri. In Calgary, this vision translates into the transformation of the area surrounding the Stampede grounds and adjacent neighborhoods into a vibrant, year-round entertainment and cultural district. According to Kate Thompson, the president and chief executive of Calgary Municipal Land Company, which oversees the redevelopment efforts, “We sometimes joke that we’re building an Olympic Village while hosting an Olympics.”

Like many towns that once served as vital shipping points for livestock, Calgary is discovering that the low-lying, often flood-prone land that was previously dedicated to livestock processing can be repurposed for innovative new developments, including homes and businesses. These municipalities are hopeful that their real estate projects will mirror the successful redevelopment of the stockyards in Fort Worth, Texas. There, local leaders collaborated with developers for over a decade to capitalize on the city’s rich cow town heritage.

The success of this initiative has led to a flourishing environment filled with sports and entertainment events, attracting millions of visitors and spurring new developments, including hotels, restaurants, and retail spaces, with plans for further expansion on the horizon.