January 9-24, 2027
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January 9-24, 2027
A bold new 360-degree experience that surrounds you with the landscapes, stories, and spirit of the American West. Larger-than-life projections, sweeping soundscapes, and historic imagery bring the story of the cowboy to life like never before.
This immersive experience takes guests through the geography, history and biography of the people who made the American West.
The Cowboy: An Immersive Journey
This one-of-a-kind immersive experience combines videos, projections, art, sound, music, and movies to take you inside the story of the cowboy in the American West.
Timed event; showtimes from 1 pm – 7 pm
Cost: $50/person
Parking: FREE at NW Complex
Bonus: option to purchase any-day Grounds Admission to NWSS 2027 for just $15 (savings up to $24)
The Cowboy: An Immersive Journey + Grounds Admission
This one-of-a-kind immersive experience combines videos, projections, art, sound, music, and movies to take you inside the story of the cowboy in the American West.
Tickets include same-day grounds admission for Stock Show.
Timed event, showtimes from 10 am to 7 pm
Cost: $65/person, includes Grounds Admission
Parking: FREE at Coors Field
Parking during NWSS: Free parking at Coors Field. Please plan extra time to park and take the shuttle.
Last Chance! The Cowboy: An Immersive Journey
This one-of-a-kind immersive experience combines videos, projections, art, sound, music, and movies to take you inside the story of the cowboy in the American West.
Timed event, showtimes from 1pm – 7pm
Cost: $45/person
Parking: FREE at NW Complex
On loan from The National Cowboy & Western Heritage Museum in Oklahoma City, “The Cowboy: An Immersive Journey” is the result of years of creative collaboration that takes guests through the geography, history, and biography of the people who made the American West.
Innovative Tech: Built by the creators of “Immersive Van Gogh” and “Immersive Disney Animation”.
Rooted in History: Stunning details pulled from The Cowboy’s collections.
Limited Run: Debuting in Denver in time for the 2026 holiday season, and running through the National Western Stock Show.
An exhibition designed to surround visitors with multi-sensory stimuli – such as large-scale projections, soundscapes, interactive technology, and atmospheric environments – in order to create the feeling of stepping inside a story, artwork, or historical moment rather than simply observing it.
This immersive journey is rooted in the journal of Jack Bailey, a 19th-century Cowboy on the cattle trail who took us through the authentic moments faced driving cattle to market.
Each showing is approximately 40 minutes.
Showings begin promptly on the hour; please arrive 15 minutes prior to your showing.
Yes. The Cowboy: An Immersive Journey requires its own timed ticket. If you purchased Grounds Admission during the National Western Stock Show, you can upgrade your ticket at the South Ticket Lobby.
Advance tickets are strongly recommended. Each showing has a limited number of tickets; buying in advance guarantees you can get into the show you prefer.
Yes. The experience debuts in Denver for a limited run starting December 17, 2026, and runs through the 2027 National Western Stock Show.
Yes. During the holiday run and post-Stock Show, there is FREE parking in Lot A of the National Western Complex.
During the 2027 National Western Stock Show (January 9-24, 2027), there is FREE parking at the Coors Field lot, with shuttles running every 15 minutes to the front doors.
Yes. The show is family-friendly; however, some scenes (e.g., thunderstorms, cattle drives, loud moments) may be intense for very young children.
This exhibition contains bright lights that may cause discomfort for people with photosensitive epilepsy. It also includes depictions of motion that can cause motion sickness. Viewer discretion is advised.
Part of the immersive experience is the music and sound effects, which can be loud at times. This may cause discomfort for people with sensitive hearing. Earplugs are available upon request.
If you need to leave the gallery, you are welcome to re-enter through the lobby after taking a break.
The immersive environment is dimly lit to enhance projections. Exits are clearly marked with lighted signs.
Limited seating is available for guests. Guests are encouraged to move around the space for the best experience.
There is no outside food or beverages allowed. Some food and beverage items are available for purchase.
Yes — the Third Floor is fully accessible via elevator in the South Ticket Lobby. The immersive environment should be navigable for wheelchair, scooter, and walker users.
Photos and videos on your cell phone are encouraged! Be sure to tag us “@nationalwestern” on social media.
Arrive 15 minutes early to allow time to check in. Shows begin promptly on the hour, and there is no late entry.
If you are coming to a show during the National Western Stock Show, please allow an extra 1.5 hours for parking at Coors Field and taking the shuttle.
