The National Western Stock Show, which kicks off Saturday, is expected to pump $110 million into Denver’s hotels, restaurants, bars and shops.
The economic impact of the annual show means more to Denver in January than it would most other times of the year, tourism experts said. January is the slowest month of the year for tourism.
“If it didn’t exist, we would have to invent it,” said Rich Grant, spokesman for the Metro Denver Convention & Visitors Bureau. “To have something this big that is in the bank that you can count on year after year is a tremendous asset.”
Already, shoppers have been getting ready for the 12-day extravaganza. At Sheplers in the Denver Tech Center, shoppers were eyeing hats, boots and clothes for the show.
Barbara Shannon-Banister on Wednesday picked out a cream- colored Stetson Skyline hat to wear to the stock show Jan. 21.
“I have a hat, but I wanted a winter hat for this show,” she said.
Sheplers general manager Joe Pagnotta said locals like Shannon-Banister are often looking for hats, boots and clothing to wear to the show, while out-of- towners come in during the show looking for replenishment goods such as jeans and boots to take back to their hometowns.
Three years ago, the economic impact of the show was an estimated $85 million. This year, because of expected increases in attendance, planners expect a banner year, especially with the American Quarter Horse Association’s championship competition being at the show for the first time.
“We believe the total economic impact in today’s dollars is probably $110 million to $120 million,” said Pat Grant, NWSS president and chief operating officer. “The other thing that is really important is not only the total economic impact but how much Denver and the state economy is given a huge shot in the arm in January.”
In 2005, the show attracted 633,544 guests over 16 days, and the economic impact that year was calculated at about $84.1 million. Of the guests that year, 59 percent were from the seven-county Denver metro area, 24 percent were from other parts of Colorado and 17 percent were from outside the state, according to research conducted by Development Research Partners for the Denver Metro Chamber of Commerce.
The National Western Stock Show marked its centennial year in 2006 with a record 730,000 guests. Last year’s event, which Grant points out occurred in the middle of five winter storms, brought in 650,000 people.
“What makes this particularly lucrative for Denver is that it comes in the winter,” said Rich Grant of the Convention & Visitors Bureau.
Ironically, the timing of the stock show in January every year has nothing to do with trying to boost the city’s tourism or retail dollars, said Pat Grant.
It happens to be the time of year that works best for ranchers. January follows the gathering of cattle and sending them to market. It is also after crops are brought in but is still too early for spring preparation.
“After all of that activity, the early part of the year in the middle of the winter is normally the time of year when there is less pressure and less work on the ranch,” Grant said.
Maxine Dixon, 83, who has worked at Sheplers for 26 years, said she expected stock-show shopping to start in earnest today.
On Wednesday, Lisa Jordan, 17, Cassie Mackay, 16, and Kelly Halkett, 22, were shopping to get ready for a Brad Paisley concert and the stock show. Each wanted a pair of new boots.
Sisters Jordan and Halkett picked out two pairs of black Dan Post boots so they don’t have to share Halkett’s pair anymore.
“They’re cute, and I like them, and they are pretty decently priced,” Jordan said of the boots.
633,544 Attendance during the 2005 stock show, which ran 16 days
17% Attendance from outside Colorado in 2005
$84.1 million Economic impact from the 2005 stock show
730,000 Attendance during the 2006 stock show, a record, for the event’s centennial
Elizabeth Aguilera: 303-954-1372 or eaguilera@denverpost.com
