CASE STUDY
Cheyenne Tourism Master Plan
In 2021, Visit Cheyenne engaged Rudloff Solutions to develop a comprehensive Cheyenne Tourism Master Plan. The effort used a unique methodology that analyzed existing stakeholder plans, determined core strategic issues, and validated these findings through interviews and resident/visitor surveys. This streamlined process identified five high-impact opportunity areas while building strong stakeholder and community alignment from day one.
When completed, Visit Cheyenne and its community partners immediately moved from strategy to execution. (Click here for the plan.) Below are the key milestones achieved to date.
Goal 1: Visitor Experiences
Visit Cheyenne established a dedicated Events Division to design and launch high-draw community events. Key successes include:
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Hell on Wheels Rodeo Series: Now in its seventh year, this signature series has grown to five summer rodeos annually, generating an estimated $1 million in local economic impact each year. The experience features full-scale rodeos alongside chuckwagon dinners, rodeo royalty, and a branded local whiskey.
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Old West Holiday: A coordinated series of Western-themed holiday events activating downtown from Thanksgiving through Christmas.
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Frozen Fury Rodeo: A highly successful indoor rodeo that drives visitation during the winter season.
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Cheyenne Winter Knights: A popular indoor, Renaissance-style festival featuring live, full-contact jousting.
Other Visitor Experiences successes include:
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15th Street Railway Experience: Championed as a top recommendation of the Master Plan, the City of Cheyenne tasked Visit Cheyenne with leading initial planning and fundraising for a downtown railroad attraction. This effort secured over $1.3 million in grants from the Economic Development Administration (EDA) and a private foundation. Phase 1 is complete with the delivery of renovated historic railcars; Phase 2 is on track for a 2027 completion.
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Cheyenne Frontier Days Upgrades: Cheyenne Frontier Days has unveiled a beautifully modernized Native American Village and a major stadium expansion to enhance spectator viewing for rodeo events.
Goal 2: Downtown Development
Backed by local voter support, the City of Cheyenne has directed significant public funding toward downtown revitalization:
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Comprehensive renovations and enhancements to the historic Cheyenne Depot.
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Infrastructure upgrades to the Depot Plaza, maximizing this public space for concerts and community gatherings.
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A highly successful public-private partnership has installed 94 bronze sculptures on downtown street corners, creating a walkable public art gallery.
Goal 3: Outdoor Recreation
In a major victory for the area, the City of Cheyenne, Visit Cheyenne, and key state and local partners successfully funded, built, and opened 14 miles of hiking and biking trails on the Belvoir Ranch, a previously inaccessible, city-owned parcel of land.
Goal 4: Community Branding
In 2021, Visit Cheyenne launched a comprehensive tourism rebrand anchored by a custom, distinctive Western typeface. This cohesive visual identity has since been mimicked by the City of Cheyenne and is today visibly showcased on a prominent water tank mural celebrating the city's heritage.
Goal 5: Travel Industry Infrastructure
To address funding needs for a variety of projects, community leaders championed an optional sales tax initiative in late 2021. Voters approved the measure, securing over $120 million for community improvements, including several issues highlighted in the Tourism Master Plan (commercial air service, expansion of the Cheyenne Greenway trail system). A new round of infrastructure projects is scheduled for a public vote in August 2026 to continue this community progress.
Summary
The Cheyenne Tourism Master Plan serves as a vital roadmap for aligning the region's hospitality industry with broader civic growth. Within five years of its adoption, Visit Cheyenne and its partners have successfully translated its strategic vision and goals into tangible developments enjoyed by the community’s residents and visitors. (July 2026)
