Correction: A previous version of this article incorrectly said Ted Turner owns about 2 million acres in Montana; he owns about 2 million acres across the country. The article has been corrected.
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BOZEMAN, Mont. – Immerse yourself in the picturesque Taylor Fork Creek, a stunning tributary of Montana’s renowned Gallatin River. This beautiful creek flows downstream from the majestic Taylor Peaks to the west, meandering through a breathtaking mountain landscape and wildflower-filled meadow. As you take in the view at an elevation of 7,000 feet, you might recognize this natural backdrop from one of television’s most captivating shows.
Today, when people mention “Yellowstone,” it’s not always in reference to America’s first national park. More often than not, they are talking about the hit TV series of the same name. Paramount Network’s “Yellowstone,” which tells the riveting tale of the fictional Dutton family ranch set in Montana’s Paradise Valley, has broken viewership records and inspired millions of tourists to visit the state.
“It’s truly a delightful surprise,” said Sally Kelsey, co-owner of the Nine Quarter Circle Ranch, located along the 100-mile highway stretch between Bozeman and West Yellowstone. “Every week, someone tells us they decided to explore dude ranches because of the show ‘Yellowstone.'”
This drama, starring Kevin Costner as John Dutton, the patriarch and owner of the largest cattle ranch in Montana – Yellowstone Dutton Ranch – has captivated audiences since its debut in 2018. Its portrayal of family conflicts on the ranch and tense clashes with the neighboring fictional Broken Rock Indian Reservation and large-scale corporate land developments has drawn viewers in.
Lucy Beighle, director of communications for Glacier Country Tourism, a nonprofit representing Western Montana, where Seasons 4 and 5 of “Yellowstone” were filmed, noted the significant increase in interest due to the show. “If Montana wasn’t on the map before, it certainly is now. Thanks to ‘Yellowstone,’ more people are discovering the beauty of our state,” she said.
Some visitors come to Montana seeking the lifestyle depicted on “Yellowstone” – complete with cowboy hats and ranches – even though they understand it’s a work of fiction. This sometimes leads to misconceptions about the state.
“It’s even more beautiful than I imagined,” said Greta Anderson, who stayed at the Nine Quarter Circle Ranch with her family. While only Anderson had experience riding horses, her in-laws planned the trip, and watching “Yellowstone” played a role in their decision. “Why would anyone want to live anywhere else?” she mused.
The impact of “Yellowstone” on Montana’s tourism industry has been substantial, with businesses across the state benefiting. A joint study by the Bureau of Business and Economic Research and the Institute for Tourism and Recreation Research at the University of Montana revealed that “Yellowstone” tourists spent $730 million in Montana in 2021. The study also found that two million visitors cited the show as their inspiration to visit Montana.
Anderson and other guests at the Nine Quarter Circle Ranch frequently discussed “Yellowstone” during their stay. They even joked about wranglers resembling characters from the show. Anderson’s husband could pass for Rip Wheeler, the Dutton ranch foreman, with the right cowboy hat, they observed.
Many tourists are eager to dress the part of the Duttons. At Western Outdoor in downtown Kalispell, the largest Western retail store in the area, “Yellowstone”-related merchandise is in high demand. “Some customers want their hats shaped like Rip’s, while the ladies aspire to Beth Dutton’s style. They always ask about her hats,” said Kim Parker, the store’s manager. They offer Beth Dutton’s signature Stetson crushable hat, satisfying fans’ desires.
However, there is a danger of “Yellowstone” creating misconceptions about Montana. Bozeman, with its celebrity inhabitants and stunning scenery, has gained even greater allure thanks to the show. Hillary Folkvord, co-owner of RSVP Motel and Farmer’s Daughters Cafe and Eatery, located near Bozeman’s Main Street, acknowledges the show’s role in elevating the city’s celebrity status. “My friends from back East watch ‘Yellowstone’ religiously. They think it’s magical and majestic – wide open spaces,” she said. “Montana provides that escape.”
Nevertheless, Folkvord emphasizes that “Yellowstone” portrays a fictionalized version of ranching. Gun battles and assassination attempts, reminiscent of the Wild West era, are not a true representation of ranch life. “They don’t show the hardships of below-zero temperatures and frozen calves,” she explained. “But overall, the show has been positive. It showcases the beauty of Montana, and we hope to preserve that as stewards of this land.”
Nathan St. Goddard, a member of the Blackfeet tribe and owner of Johnson’s Cafe near Glacier National Park, is concerned about the impact of “Yellowstone” on tourism and the misconceptions it can generate. The real-life Yellowstone ranch used in the show is the Chief Joseph Ranch in Darby, Montana, which is nearly 300 miles from the Montana entrance of Yellowstone National Park. Additionally, the show was filmed in Utah for the first three seasons, and the portrayal of perfect weather and high drama doesn’t reflect the realities of Montana’s climate.
“People are amazed to learn that it’s cold and windy here,” said St. Goddard, who serves on the Montana Tourism Advisory Council. He also highlights the fashion choices on the show, noting that Chief Thomas Rainwater, the tribal chief on the fictional Broken Rock Reservation, is always in a suit, which is not representative of Native American attire. St. Goddard adds that even the politicians in Helena, the state capital, don’t dress as elegantly as depicted on “Yellowstone.”
Despite some reservation from locals about the increase in tourism and the show’s inaccuracies, St. Goddard views Montana’s growing popularity as a mostly positive development. “People are spending money here, supporting local establishments,” he said.
Mark Greeno, a long-time guest at the Nine Quarter Circle Ranch, believes “Yellowstone” has given ranchers a bad reputation. The show’s explosive violence, political corruption, and dramatic storylines don’t accurately represent the ranching community he knows. Greeno condemns the highly stylized and fictionalized elements of the show, noting that series creator Taylor Sheridan intended “Yellowstone” to be like “The Godfather” set on a massive Montana ranch.
While “Yellowstone” may take creative liberties with the realities of ranch life in Montana, it does shed light on the tension facing the entire state: the growth of real estate and outdoor tourism.
