The allure of the American West, with its vast landscapes, rugged charm, and promise of adventure, has captivated imaginations for generations. From classic Western films to contemporary television series, the West has been portrayed as a place of freedom, opportunity, and a simpler way of life. This romanticized image, coupled with a growing desire for authentic and experiential travel, has fueled a surge in popularity of Western getaways. But what exactly is behind this continued rise? What makes the prospect of trading the urban jungle for a cowboy-cation so appealing?
The trend, while seemingly recent, has roots in the cultural zeitgeist. Recall the 1991 film "City Slickers," where a group of urbanites, led by Billy Crystal’s character grappling with a mid-life crisis, embark on a dude ranch vacation. The film, a comedic exploration of self-discovery against the backdrop of the Wild West, tapped into a yearning for escape and a connection with nature that resonates even more strongly today. What was once a unique comedic premise has now become a common pursuit, as city dwellers seek solace and adventure in the heartland of America.
Several factors contribute to the sustained popularity of these Western experiences. The COVID-19 pandemic, for instance, prompted many travelers to seek out destinations with fewer crowds and more opportunities for outdoor recreation. Wide-open spaces, fresh air, and a sense of isolation became highly valued commodities. Furthermore, popular culture has played a significant role in romanticizing the West. Hit television shows like "Yellowstone," with its captivating storylines and stunning Montana scenery, have ignited a renewed interest in the cowboy lifestyle and the landscapes that define it. Even Beyoncé’s Ivy Park Rodeo clothing line, with its Western-inspired designs, has contributed to the trend. Piper Singer, the Wyoming Office of Tourism’s public relations & media manager, notes that these pop culture moments have fueled a "newfound romanticism with the Old West," attracting travelers seeking adventure and creative inspiration.
How the West Was Fun isn’t just about the scenery; it’s about the activities. Whether referred to as "cowboy-cations," "giddy-up getaways," or "digital detoxes," these trips offer a diverse range of experiences that appeal to a variety of interests. Horseback riding, clay shooting, fly-fishing, cattle wrangling, roping, canoeing, off-roading, mountaineering, and even glamping and line dancing are all part of the Western adventure. States like Wyoming, Arizona, Texas, Utah, and Montana have become prime destinations for these immersive experiences.
Hollywood has long been a powerful force in shaping perceptions of the West. Classic Westerns, such as those directed by John Ford in the 1930s and 40s, immortalized locations like Monument Valley, transforming them into iconic tourist destinations. More recently, series like "Westworld," "The Power of the Dog," "The Ranch," and "Yellowstone" have further fueled the desire for cowboy cosplay and Western-themed travel. The "Yellowstone" effect, in particular, is undeniable, with filming location tours and themed itineraries popping up to cater to the show’s devoted fanbase.
Drew Bigda, the senior director of sales and business development for The Resort At Paws Up in Montana, acknowledges the "Yellowstone" effect and the broader shift toward experiential travel. He believes that travelers are increasingly seeking authentic and immersive experiences that allow them to connect with nature and learn new skills.
Courtney Frazier, the executive director of the Colorado Dude and Guest Ranch Association, points to the pandemic as a catalyst for the rise in popularity of Western getaways. "We’ve recently received an additional bump in interest and bookings because of COVID-19 and the desire for outdoor vacations and, more recently, families wanting to make up lost time for reunions," she explains. Many travelers are seeking more authentic and meaningful vacations than traditional beach cruises or resort stays.
Tess Leach, who handles business development for Ranchlands, a family-run conservation-forward livestock business, believes that the trend is driven by burnt-out urbanites seeking respite from the pressures of modern life. Guests are looking to "reconnect with nature" and learn about sustainable ranching practices. Leach notes that the interest in these experiences has continued to grow even after the pandemic, suggesting a more profound shift in consciousness.
To meet the growing demand for Western getaways, established players in the industry are expanding their offerings and innovating new experiences. Resorts like Paws Up, Alisal Ranch, and Ted Turner’s Vermejo Reserve have added new services, activities, and themed weekends. Glamping companies like Under Canvas have opened new camps near national parks, catering to travelers seeking luxurious outdoor accommodations. Under Canvas has even launched a new safari-inspired outdoor resort brand, ULUM, with its first outpost in Moab, Utah.
Bigda of The Resort At Paws Up believes that the increased competition is ultimately beneficial for the industry. "The more these similar properties appear (especially when done right), the more attention there is for this experience," he says. He also emphasizes the importance of providing unique and memorable experiences that encourage repeat business. With diverse accommodation options, seasonal activities, and a wide range of adventures to choose from, How the West Was Fun is ensured for many.
However, the growing demand for Western getaways has also created challenges. The high cost of land and the capital required to start a dude ranch has limited the growth of new properties. As a result, there is often more demand than supply, especially for large groups and corporate retreats. Even rental properties in Western destinations are experiencing increased demand, with Vrbo homes seeing a significant rise in bookings.
Despite these challenges, the allure of the West remains strong. For those eager to embrace the cowboy spirit and experience the beauty of the American heartland, several unique destinations offer unforgettable Western adventures:
- The Green O (Montana): This adults-only romantic retreat, part of the Paws Up resort, offers design-centric cabins and a top-notch restaurant. Guests can enjoy activities like chuckwagon dinners, cattle drives, archery, and ATV rides.
- Yonder Escalante (Utah): This glamping resort features renovated vintage Airstreams, custom-designed mini-cabins, and RV sites. Guests can explore Bryce Canyon National Park, hike slot canyons, and enjoy amenities like a pool, gourmet meal kits, and a drive-in movie theater.
- Ladder (New Mexico): One of Ted Turner’s sprawling reserves, Ladder offers a chance to wander through a beautiful oasis and spot bison, tortoises, and Mexican gray wolf pups.
- Arizona Cowboy College (Arizona): Sharpen your ranching skills with intensive courses in riding, penning, roping, and equitation. Stay in the bunkhouse and immerse yourself in the cowboy lifestyle.
- Lazy G Ranch (Texas): This kitschy rental property features a recreated Wild West town complete with a saloon, a post office, a barbershop, and more.
- ULUM by Under Canvas (Utah): Opening soon near Looking Glass Arch, this safari-inspired outdoor resort will offer wellness programming, river rafting, and biking trails.
- Triple Creek Ranch (Montana): Located near the filming location of "Yellowstone," this Relais & Châteaux member offers frontier activities like crosscut sawing, branding, and hatchet throwing.
In conclusion, the continued rise of the Western getaway is driven by a combination of factors, including a desire for outdoor recreation, the romanticization of the West in popular culture, and a yearning for authentic and meaningful travel experiences. From luxury resorts to glamping sites to working ranches, there are countless ways to embrace the cowboy spirit and discover the magic of How the West Was Fun. As travelers seek escape from the stresses of modern life and a connection with nature, the allure of the American West is likely to endure for years to come.
