Cities cash in on cowboy culture


A calf roping competition during the Calgary Stampede at the GMC stadium in Calgary, Canada. Over a million visitors came to the annual rodeo show, which is filled with concerts, cattle and circus performers. — ©2024 The New York Times Company

IT seems like everyone’s embracing a bit of country charm these days: Western-themed fashion has surged in popularity, and country music is enjoying a revival not seen in decades.

“We call it the ‘Yellowstone effect’,” said Joel Cowley, CEO of the Calgary Stampede, one of the world’s largest rodeos.

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