The Cowboy is Back: Experiencing the New Western Wave in Jackson Hole
The frontier spirit is once again pulling people west.
You can see it reflected in nearly every aspect of our cultural zeitgeist, from music to television. But the cowboy fantasy is no longer confined to our screens and headphones. It’s becoming a lifestyle touchstone for a growing number of people craving a deeper connection to nature and the simplicity of life outdoors. That craving is causing them to seek out wide-brim hats and wide-open spaces.
If you’re one of the many looking to live this authentic Western experience, Jackson Hole offers a chance to step straight into the reality of the American West.
Ride Into the West
Every good cowboy story begins on horseback. Outfitters around Jackson Hole offer trail rides that range from mellow family loops to high-alpine pack trips. There’s nothing quite like the rhythm of a horse beneath you as you cross a wildflower meadow or climb a sage-covered ridge. You’ll quickly come to understand the sense of freedom that a good leather saddle represents.
Turpin Meadow Ranch offers two- and three-hour horseback tours through the Bridger-Teton National Forest. Riders of all levels are welcome, and the tour ends with lunch at a rustic lodge.
Rodeo Nights and the Cowboy Bar
Want to see the West in action? The Jackson Hole Rodeo, held throughout the summer, is where locals and visitors alike gather to cheer on barrel racers, bull riders, and ropers. It’s exciting, loud, and deeply rooted in the valley’s culture. It’s also family-run, dating back to the 1890s, with generations of cowboys still competing in the area.
After the dust settles, the party continues downtown at the iconic Million Dollar Cowboy Bar, where you can saddle up just like the rodeo stars on their famous saddle barstools. Known for its country swagger and Western decor, the Cowboy Bar is also a thriving music venue, with a rotating concert series that draws rising stars and seasoned local talent alike. On Thursdays, it turns into a two-stepping school, with dance lessons for anyone who wants to learn the moves.
Wear It Proud
Part of the Western allure is visual. Denim, leather, and turquoise are having a moment, and Jackson’s local makers are answering the call. If you’re after a true souvenir of the west, consider a custom hat made at a local establishment. Places like JW Bennett, a women-owned hat shop located in the center of town, can steam, shape, and personalize a felt hat molded to your exact head and style. What you walk out with is a one-of-a-kind piece—part fashion statement, part heirloom.
Old Time Photo Shoot
Put on your sepia-colored glasses by booking a good old-fashioned photo shoot at Jackson Hole’s Old Time Photos. Bring friends (up to 20) and transport yourselves back in time with period costumes and props. We partner with a local studio to bring you a Bonnie and Clyde moment without the tragic ending. Whether your shoot is serious or silly, the expert studio photographers will make sure the end result is worthy of a Western legend of its own. Pets are invited; your Pomeranian might realize it was made to round up stray dogies.
Brandon’s Western Belt Buckle Library: Wear a Piece of Jackson’s History
For guests seeking a unique addition to their Western experience, the Rusty Parrot Lodge offers an opportunity to interact with Brandon’s Western Belt Buckle Library. Curated by General Manager Brandon Harrison, this collection features over 60 handcrafted belt buckles, each designed by a local Jackson silversmith. The designs showcase elements of local wildlife and ski racing heritage, reflecting the rich culture of the region.
Guests are invited to browse the collection and select a buckle to wear during their stay, adding a personalized and stylish flair to their cowboy attire or casual outfit. This experience allows visitors to not only dress the part but also to connect with the local artistry and traditions that define Jackson Hole.
While the cowboy resurgence may feel like a trend to some, for the folks of Jackson Hole, it’s a way of life. The boots may be newer and the tourists better dressed, but the spirit remains the same. So whether you’re coming to ride, dance, explore, or simply breathe in that high mountain air, one thing’s certain: there’s no better place to embrace your inner cowboy than Jackson Hole.
