Hell On Wheels: Visit Cheyenne's Journey to Community Resilience Through Events
Discover how Visit Cheyenne transformed the challenges of the pandemic into a lasting legacy of community-focused events that celebrate local heritage, invigorate the economy, and foster tourism growth.
Born from Necessity: An Event Strategy to Revitalize Cheyenne
In early 2020, Domenic Bravo stepped into his role as CEO of Visit Cheyenne, unknowingly at the precipice of a global pandemic. With shutdowns looming and Cheyenne Frontier Days — one of the city’s largest economic drivers — canceled for the first time since World War II, the community faced both an economic crisis and a blow to its collective spirit. How could Visit Cheyenne support the economy, sustain local businesses, and provide hope during a time of crisis?
Building Momentum: How Hell on Wheels Found Its Stride
What began as a pandemic pivot quickly evolved into a cornerstone of Cheyenne’s tourism calendar. Each year, Hell on Wheels grew in scale and ambition, introducing new features like a rodeo royalty program, chuck wagon dinners, and exclusive behind-the-scenes tours. Partnerships with local businesses, including a distillery producing Hell on Wheels-themed whiskey, further integrated the event into the community and enhanced its appeal.
Visit Cheyenne’s adaptability and creative problem-solving were key to the rodeo’s ongoing success. From managing budget constraints to navigating staffing shortages, the team approached each year with a commitment to learning and improving. “We’re still learning every year,” Bravo admitted. “But what started as a necessity has grown into something the community truly owns.”
By its fifth season, Hell on Wheels had cemented itself as a beloved tradition, attracting both locals and out-of-state visitors. The rodeo now generates $800,000 to $1 million annually in economic impact, boosting facility utilization and strengthening Cheyenne’s identity as a Western destination.
Expanding the Vision: Beyond the Rodeo
The success of Hell on Wheels ignited a broader event portfolio for Visit Cheyenne, designed to diversify tourism offerings and create year-round appeal. Signature additions included:
- Old West Holiday: A festive celebration running from Thanksgiving through Christmas, featuring horse-drawn wagons, Santa-themed experiences, and collaborations with local businesses.
- Winter Knights: A mini-renaissance festival with full-contact jousting that drew a fresh demographic to Cheyenne.
- October West: A cowboy-inspired autumn celebration, including farm-to-table dinners and hayrides through downtown.
Each event posed unique challenges, from logistics to funding, but Visit Cheyenne’s focus on collaboration and community impact ensured their success. “Every day is a learning experience,” Bravo noted, underscoring the team’s commitment to continual improvement.
Strengthening Community Ties
Visit Cheyenne’s events have done more than attract visitors—they’ve reinvigorated local pride and strengthened partnerships. Local businesses, from restaurants to museums, credit events like Old West Holiday for driving foot traffic during critical periods. The Cowgirls of the West Museum, for instance, was able to maintain its lease and grow its membership thanks to traffic from Visit Cheyenne events.
“We’ve become the ‘get it done’ entity,” Bravo shared, emphasizing how the DMO’s proactive approach has earned community trust and political support.
Innovation Meets Sustainability
To sustain and grow these efforts, Visit Cheyenne undertook a 10-year tourism master plan, consolidating 35 existing plans into six actionable pillars. Visitor experiences, including event production, emerged as the top priority. This strategic focus has allowed Visit Cheyenne to maintain its events while exploring opportunities for private enterprise to take over initiatives with long-term potential.
Lessons Learned and a Roadmap for Others
Visit Cheyenne’s experience offers a blueprint for other DMOs navigating similar challenges. Bravo emphasized the importance of partnerships and adaptability, as well as careful planning to avoid logistical pitfalls. “Even the smallest details, like ticketing systems, require thoughtful execution,” he advised.
As Visit Cheyenne looks to the future, they’re focused on refining their events, adding capacity, and continuing to build experiences that resonate with residents and visitors alike.
A Lasting Impact
From the Hell on Wheels Rodeo series to innovative indoor events, Visit Cheyenne has redefined its role as a destination marketing organization, balancing tradition with innovation to create lasting value for the community.
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