Archives On The Air 228: Giddy-Up And Go — Dude Ranchers' Association Records

By Wyoming Public Media

Published November 14, 2020 at 4:05 PM MST

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A Crossed Sabres Ranch marketing brochure, 1975. Box 14, Dude Ranchers' Association records, American Heritage Center, University of Wyoming.

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A Crossed Sabres Ranch marketing brochure, 1975. Box 14, Dude Ranchers' Association records, American Heritage Center, University of Wyoming.

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Photo of breakfast served over the campfire on a dude ranch pack trip. Dude ranches promised "fine foods prepared by the best cooks" as part of their marketing campaigns.

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Photo of breakfast served over the campfire on a dude ranch pack trip. Dude ranches promised "fine foods prepared by the best cooks" as part of their marketing campaigns.

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Photo of Bill Eaton, owner of the Eaton Dude Ranch, which is the oldest dude ranch in Wyoming. Box 14, Dude Ranchers' Association records, American Heritage Center, University of Wyoming.

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Photo of Bill Eaton, owner of the Eaton Dude Ranch, which is the oldest dude ranch in Wyoming. Box 14, Dude Ranchers' Association records, American Heritage Center, University of Wyoming.

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First edition of The Dude Rancher magazine, published by the Dude Ranchers' Association, December 1932. Box 16, Dude Ranchers' Association records, American Heritage Center, University of Wyoming.

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First edition of The Dude Rancher magazine, published by the Dude Ranchers' Association, December 1932. Box 16, Dude Ranchers' Association records, American Heritage Center, University of Wyoming.

People around the world have long had a fascination with the American West.

It is hard to resist the appeal of wide-open spaces, fresh air and freedom from crowding.

In the late 1800s, wealthy Eastern parents began sending their sons West to ranches. They hoped their children, who were "over-addicted to strong drink", might be sobered up by spending several months "roughing it".

About the same time, the word "dude" entered western slang. Cowboys used it to refer to the fancy clothing worn by Eastern visitors to their ranches. Ranchers began to realize there was a growing market for hunting, fishing, sightseeing and pack trips.

Soon, dude ranching spread throughout Montana, Colorado and Wyoming. Word of mouth served as advertising. By 1926 the Dude Ranchers' Association had formed. Marketing of dude ranches began in earnest.

Browse brochures from in the Dude Ranchers' Association records at UW's American Heritage Center.