The West has always known how to gather. You see it in the way people show up early and stay late.
For more than a century, the National Western Stock Show has been an iconic place of gathering—an open door that swings wide for sixteen days every January. But the spirit that fills those sixteen days has never been seasonal.
The story behind the We Are the West campaign is just that: a tribute to the people, roots, and ritual that make the enduring Western spirit what it is.
With the grand opening of The Legacy and the Sue Anschutz-Rodgers Livestock Center, the National Western isn’t just expanding. It’s establishing a year-round home for those who’ve been showing up here for generations and first-timers alike.
Our We Are the West campaign is designed to connect more people to what’s happening here and help the National Western feel more accessible all year long.
So, whether you come from the city or country, are an old soul or count yourself as new Western blood, there’s a place for you here. Because the West isn’t just something you’re born into.
It’s something you belong to.
