Yellowstone’s Effect on Tourism Gets Mixed Reactions from Montana Residents

Summary

The TV show Yellowstone has brought a surge in tourism to Montana, but some locals feel it perpetuates misconceptions about ranching and the state’s climate.
Tourism due to the show’s fame has led to an economic boost, with millions of visitors spending $730 million in Montana in 2021.
Montana residents hope that visitors will appreciate the genuine aspects of the state beyond the show’s portrayal and recognize the nuanced realities of life in Big Sky Country.

The TV show Yellowstone has been showcasing Montana’s breathtaking vistas since its first episode in 2018. But does the show truly reflect the lives of Montanans, especially its ranchers? The local populace has shared their thoughts, and they’re not what you might expect. When a TV series gains widespread popularity, it can offer its filming locations a surge in tourism, but sometimes at the cost of perpetuating misconceptions.

Co-created by Taylor Sheridan, Yellowstone dives into the tumultuous lives of the Dutton family, proprietors of Montana’s largest ranch. Beyond familial feuds, the narrative spirals into turbulent clashes with neighboring entities like the Broken Rock Indian Reservation and external land developers. Though compelling for TV viewers, this portrayal has not sat well with every Montanan.

The Washington Post recently published an in-depth look into how Yellowstone has shaped perceptions about Montana. Lucy Beighle of Glacier Country Tourism and Nathan St. Goddard from the Montana Tourism Advisory Council have both acknowledged the undeniable tourism surge due to the show’s fame.

Lucy Beighle states, “We definitely have seen an uptick in interest because of Yellowstone. If Montana wasn’t already on the map, and if people have seen Yellowstone, it certainly is now.”

Nathan St. Goddard echoes, “People are spending their money in Montana, and spending their money in local establishments.”

The Far-Reaching Influence of Yellowstone on Montana From Merchandise to Misconception

Paramount Network

Indeed, the University of Montana conducted a study indicating a staggering 2 million visitors were drawn to Montana in 2021 due to Yellowstone, leading to a spend of $730 million. Kim Parker from the Western Outdoor retail store notes the show’s influence on merchandise sales, “Some people want us to shape hats like Rip’s. The lady folks want Beth Dutton’s look. … They always want to know what hat she’s wearing”

Yet, with all its economic benefits, not everything about the Yellowstone boom is seen positively. Mark Greeno, a six-year resident of Bozeman’s Nine Quarter Circle Ranch, laments, “The show has given our ranchers a bad name.” Such sentiments arise from the show’s portrayal of Montana ranching – a wild, gun-slinging frontier far from the day-to-day realities of contemporary ranch life in the state.

In addition to this, some tourists arrive in Montana with a skewed perception of its climate, expecting the perpetual summer showcased in the series. Hillary Folkvord, a local business owner, and St. Goddard emphasize that Yellowstone is primarily filmed in summer. Consequently, many tourists are caught off-guard by Montana’s chilly and windy winters. Folkvord shared, “They’re not showing the hard days when it’s below zero and the calves are frozen,” she said, adding, “but I think the show has been good for us. It shows how beautiful Montana is. And we hope to preserve that as stewards. That’s really important to us.”

With Yellowstone’s influence, Montana has emerged more prominently and experienced an economic boost. However, it’s essential for viewers to discern between the dramatic exigencies of TV fiction and the nuanced realities of life in Big Sky Country. The state, with its vast landscapes and resilient people, offers much more than the confines of a scripted series. As Montana enjoys its newfound fame, residents hope visitors will take the time to appreciate the genuine Montana beyond the show’s lens.

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