Go West, Young Man: Time to Cowboy Up

One of the greatest advantages of working at an incentive house is the ever-changing variety of requests we receive—some initiated by our clients and others sparked by our own team. To continuously motivate their top-performing teams, many of our clients prefer to offer a wide array of contrasting destinations and experiences, spanning from bustling urban centers to lesser-known, exotic locales. So, we were thrilled when an East Coast client agreed to consider our proposal for a “cowboy” themed incentive trip. With that mandate in hand, we went to work. We knew exactly where to look: Wyoming. Nowhere conjures up the true Western spirit quite like it. As the least populated state in the country, it remains a genuine frontier with endless opportunities to discover.

While many people are familiar with Jackson Hole as an exclusive luxury destination, few know much about the rest of the state. For this particular program, we set our sights on Cheyenne, the state capital. As with many smaller destinations, two key logistics had to be addressed at the outset. First: ease of travel. This proved to be a bit challenging, as no major commercial airlines offer direct flights to or from Cheyenne. To bypass this hurdle, we opted for a private charter flight, which added flexibility and saved valuable time.

The second issue was lodging, which turned out to be much easier to solve. For this group, we selected Little America Cheyenne, the premier resort-style property in the city. With the foundational logistics settled, we dived into curating an authentic, unforgettable cowboy experience.

A Rodeo Fit for Lane Frost

Upon arrival and check-in at Little America, we felt a proper introduction to the history behind Cheyenne’s Western culture was in order. We kicked off the program with a welcome cocktail reception at the Cheyenne Frontier Days Old West Museum. Founded in 1978, the museum explores the rich heritage behind Cheyenne Frontier Days, which has earned the title of the world’s largest outdoor rodeo and Western celebration. The group perused exhibits of rodeo memorabilia, Western art, and pioneer artifacts that illustrated how the event evolved from a local gathering into an internationally renowned festival. A highlight of the collection was an assemblage of more than 150 historic horse-drawn carriages and wagons—among the largest of its kind in the United States. We also learned about the Cheyenne Frontier Days Hall of Fame, which honors legendary rodeo icons like Lane Frost.

Naturally, our participants were itching to see a live rodeo firsthand. For an intimate, high-energy experience, we reserved prime seats at the Hell on Wheels Rodeo. These lively night events feature classic competitions like bull riding, saddle bronc riding, barrel racing, team roping, and steer wrestling, showcasing a thrilling mix of local riders and rising talent.

To complete the evening, we arranged for the group to arrive early for a Chuck Wagon Dinner—a hearty pre-rodeo meal inspired by the campfire cooking of historic cattle drives. The menu featured slow-cooked brisket, baked beans, and roasted potatoes, setting the perfect tone for the night ahead.

Cowgirls Don't Take a Back Seat

Day two arrived quickly. After a robust Western breakfast, we wanted to highlight the vital role women played in shaping the frontier. For insight into Western women's history, we visited the Cowgirls of the West Museum. Opened in 2001 by five local women, the museum showcases the stories of female ranchers, rodeo riders, entertainers, and pioneers whose contributions were often historically overlooked. Through artifacts and vintage photographs, we learned about the iconic cowgirls who helped build ranching communities across Wyoming and the West—including legends like Ruth Roach.

The afternoon was left open for the group to explore and shop for authentic Western gear. Cheyenne's independent boutique scene beautifully displays these traditions through regional design, fashion, and functional apparel. For those interested in an art gallery experience, we recommended Westward, a contemporary Western art boutique founded by local painter, muralist, and graphic designer Bria Hammock. Her bold, nature-inspired paintings were on display alongside works from other regional female artists, accompanied by a hand-picked selection of artisan goods, jewelry, and home décor.

Before we knew it, evening had arrived. The group was craving a taste of authentic Cheyenne nightlife, so we headed to the Bunkhouse Bar and Grill, a long-standing local favorite that fully embraces its cowboy roots. Originally built as a working ranch bunkhouse, the restaurant serves hearty, ranch-to-table Western comfort food. The menu featured staples like hand-cut steaks, burgers, and prime rib, alongside the famous "Bunk-Nut"—fried Rocky Mountain oysters served on Texas toast with American cheese. The group’s vote was unanimous: “Best Western fare ever!”

CSR, Western Style

On our final day, we wanted to conclude the program on a meaningful, heartwarming note. To provide a closer look at Wyoming’s ranching culture, we took the group to the Davissa Horse Refuge, a nonprofit sanctuary focused on providing lifelong care for horses blended with gentle human interaction. Retired and displaced working horses spend their later years here, grazing in open pastures at a slower, peaceful pace.

During our guided tour of the refuge, we met the herd and listened to their unique rescue stories. Then, we put the executives to work. The group stepped directly into ranch life for a hands-on experience, helping with the daily chores required to care for the animals. This "Horse Encounter" offered a deeply grounding experience for our fast-paced corporate guests; the unhurried time in the pasture encouraged reflection, stillness, and a genuine emotional connection with these gentle animals.

With that reflective finale, the group was ready to fly home and return to the hustle and bustle of their daily life—but with a completely renewed perspective. Our hope was that this brief exposure to pioneer life left them with a deeper sense of connection. Rarely do we receive such universal praise for a themed incentive trip, making this project one of the most rewarding testimonials we could have ever wished for.

At GMS Events, we design and produce transformational events that are bound to inspire with measurable ROI.