It’s subtle, considering the excitement, enjoyment and good times, but the Calgary Stampede is also a successful big business.
Long after Shania Twain waved to the parade crowd on 6th Avenue and dazzled on stage at her sold-out Saddledome concert, hundreds of thousands of paying customers will shuffle through the $25 turnstiles, pay $43-$650 grandstand admission to the rodeo and chuckwagon excitement, and order deep fried pickle Oreos, mopane worm poutine, and other calorie-and-cholesterol-be-damned treats on the midway, proving that the Stampede is a booming big business.
While government grants, sponsorships, lineal feet rental fees paid by midway concessions, and the sprawling and spectacular new BMO Centre are significant revenue streams for the business of Stampede, attendance is the undisputed key factor.
The 2024 Stampede set new attendance records, surpassing even the previous record set in 2012, Stampede’s 100th anniversary year. Over 1.47 million people attended, making it the most successful Stampede in history, with an all-time high attendance of 1.5 million, and the business bottom line showing revenues of more than $206 million, a 33 per cent increase from the year before.
“Last year was a spectacular record-breaking year,” says Calgary booster Joel Cowley, Stampede’s CEO. “Definitely one for the history books, with attendance, incredible weather and some exciting Stampede Park development projects just before opening allowing us to bring new experiences and spaces to our guests.”
Stampede, sometimes branded as “The Greatest Outdoor Show on Earth,” is a huge and revered Calgary special event. But like any other business, Stampede is intricately focused on revenues, customer needs and expectations and customer feedback.
According to feedback, Stampede customer favorites include the Evening Show, the Rodeo, the Midway, and free-with-admission concert venues like the Coca-Cola Stage, Nashville North and the Bud Light Stage at The Big Four Roadhouse. Stampede’s guest experience surveys show that the biggest draws are the Rangeland Derby Chuckwagon Races, the Rodeo, the Grandstand Show, Elbow River Camp, the Western Oasis Wine Garden and (new last year) the Stampede Cellar Champion Wine Experience.
It is difficult to keep an accurate tally but, the business of Stampede caters to ‘customers’ from around the corner and around the world. Last year, 73 per cent were from the Calgary area; nine per cent non-Calgary but from Alberta; 10 per cent from across Canada; and eight per cent international, primarily from the U.S., U.K., Ireland and Australia.
Business gut feels and travel industry guesstimates suggest that this year, the business of Stampede may get an unexpected boost from Canadian staycation trends, partially sparked by the cost of the usual summertime U.S. travel caused by the fallout from trade war jitters, and also irritated Canadian pushback to the crazy “51st State” bluster.
Last year’s boost was different. “The 2024 attendance increase can be attributed to several factors,” Cowley explains. “Including a steady and sustained increase in attendance coming out of the pandemic years of 2020 and 2021. Also, Calgary has been the fastest growing major Canadian city in recent years, surpassing a population of 1.6 million.
“Most notably, the BMO Centre expansion served as a big draw on its own, and provided the first opportunity for many Calgarians to experience the new space, following its opening last June. The aesthetics, functionality and scale of the BMO Centre make it a draw, both during Stampede and throughout the year.”
He adds that, while the 10-day annual event is Stampede business’ highest revenue generator, the expanded BMO Centre has created tremendous opportunity for Stampede’s second-largest revenue generator: Calgary’s year-round convention and event business.
“In just one year, the expanded BMO Centre has hosted 409 events and thousands of guests, including the Association of Zoos and Aquariums convention, the Inventures convention and, last month, the Rotary International Convention, consisting of 17,000 delegates from around the world.”
Ruhee Ismail-Teja, vice president, Policy & External Affairs of the Calgary Chamber points out that “the business of Stampede creates more than 3,500 seasonal jobs just during the 10 days, and 1,500 full time jobs year-round.
“Stampede also has a huge impact on local businesses. In fact, many Calgary businesses rely on Stampede visitors to meet their sales and revenue targets. Last year, many area businesses reported unprecedented foot traffic and sales during Stampede,” she says.
The Calgary-iconic Lammle’s Western Wear & Tack is one of many examples of the business impact of Stampede. Barry Lammle, president and CEO, enthusiastically admits that “it is 10 days which are crucial for our calendar year. For all 24 stores, and particularly the 12 locations on the Stampede grounds.
“No doubt about it. It is our second Christmas!” he roars. “So important that Stampede planning is year-round for us! Right after opening day, our teams are already looking at product buys for the next year. By September we are in full strategizing mode, and in January we start to execute, hiring the 200+ seasonal staff, activating our marketing elements and programing our internal systems.
“At our onsite locations, people love to grab Calgary Stampede branded merchandise. The classic logo is highly recognized and brings sweet nostalgia. The hats, the boots and the buckles. And now we are noticing a fashion trend of decorating and personalized branding cowboy hats.”
The direct business of Stampede also translates into significant indirect Calgary business.
While it is impossible to track and accurately measure, Stampede triggers much offshoot and ancillary revenues. Calgary hotels, restaurants and bars. Malls and shops. Car rentals. C-train passengers. Admissions to the Calgary Zoo, Heritage Park and other local attractions. And more.
The Chamber’s Ismail-Teja cites data showing that Stampede generates more than $227 million in spinoff economic activity for Calgary.
“A report from Moneris showed a 200 per cent increase foreign transactions for entertainment and restaurants, Tourism Calgary reported a record number of referrals to tourism businesses around the city and the hotel sector reports that occupancy rates rise to 90 per cent during Stampede.”
Another major boost for Stampede business bottom line was the sale of five acres of land on the north side of the grounds, for the construction of the Scotia Place events centre, replacing Saddledome.
This year, there is much construction commotion, detours and reduced parking, but the $926-million, currently under-construction Scotia Place is set to open in the Fall of 2027, featuring a new 18,400-seat arena for the Flames, Wranglers, Hitmen and Roughnecks, as well as a 1,000-seat community rink, a multi-storey parkade, indoor and outdoor public plazas.
But the facts and figures show that the original land deal was a prudent and smart decision which netted $22.6 million for the business of Stampede.
“As a not-for-profit, the success of the 10-day Stampede and our many year-round events allows the business of Stampede to invest in youth, support agricultural programs and celebrate Western culture,” Cowley says.
“The revenues generated during the Stampede sustains these initiatives and creates tremendous economic impact for both Calgary and Alberta.”
He is busy, ready and anxious about the business of this year’s Stampede, and still revved about last year’s record-breaking bottom line, referring to it as “the greatest of The Greatest Outdoor Shows on Earth.”
