This year marks the 100th anniversary of the Calgary Stampede and since featuring in the Duke and Duchess of Cambridge’s royal tour of Canada last year, its profile has never been higher.
Travel Alberta held a breakfast in the Household Cavalry Museum at Horse Guards on Whitehall last week, where I learnt more about “the greatest show on earth”. Wearing a cowboy hat, I tucked into the traditional Calgary Stampede pancake, like those served all over the city during the Stampede, with an estimated 200,000 pancakes being consumed during the 10-day event.
The Calgary Stampede originated as an agricultural fair, way back in 1912. Over the years it has steadily grown to the point where it now attracts a million visitors.
This year’s event runs from July 6 until July 15, and Travel Alberta is confident the milestone celebration will break records.
“The Wills and Kate effect has certainly been felt by our key travel trade partners,” Amanda Newby de Saulles, UK market development director, Travel Alberta, told me. “Some are reporting up to a 25% increase in interest and bookings year-on-year so far in 2012.”
The Stampede has a jam-packed schedule of parades, cowboy competitions and musical entertainment, but the event can also be the juicy worm that hooks clients into seeing more of Alberta. Combining the Stampede with a ranch stay or tour of the Rockies were just a couple of Newby de Saulles’ suggestions for upselling the experience.
A large part of the Stampede is about skilful horsemanship, dressing up and parades so the Household Cavalry Museum was an apt choice of venue for the breakfast. The Household Cavalry escorts the Queen at ceremonial events - this royal bodyguard role dates back some 350 years. In the museum, various ceremonial uniforms are on display, and you can even try on a helmet and plume.
Through a glass partition I could see young soldiers, decked out in their finery, grooming some magnificent-looking horses for ceremonial inspection.
For the cavalry guards, just like the Canadian cowboys, it seems the preparation never stops.
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