Carnival & Fair News

Canadian nice. Cowboy cool. By naturally blending these two cultural positives, the 2026 Calgary Stampede maintained the strong attendance levels that have made it one of North America's leading rodeos and celebrations of Western and equestrian culture.

The event's 2026 attendance reached 1,411,954, making it the third-largest Calgary Stampede in history. Attendance fell below the 2025 total of 1,470,288 and the record 1,477,953 set in 2024.

"We are thrilled with this year's strong turnout, particularly given ongoing economic uncertainty and affordability concerns for many consumers," said Julie Forget, Manager, Communications & Media Relations for the Calgary Stampede.

Weather was generally favorable throughout the event. With the exception of one rainy day during the 10-day run, comfortable summer temperatures and plenty of sunshine provided ideal conditions for much of the Stampede.

"Guests enjoyed favorable weather throughout the event," said Forget. "Stampede 2026 was an incredible success. Across Calgary, we saw strong energy and participation, from the kickoff with the Calgary Stampede Parade on the streets of downtown, to many vibrant community events and celebrations, to fantastic attendance and sold-out Rodeo and Evening Show performances on Stampede Park."

The attendance decline from 2025 came amid inflation and other economic pressures affecting consumers.

"Given the ongoing economic uncertainty and the affordability concerns of Canadians that have persisted for quite some time, we are thrilled that 1.4 million guests chose to come to the Calgary Stampede, which is an indicator that we are delivering great value to our guests," Forget said.

Among the price and discount promotions offered this year, the Stampede featured four Value Days sponsored by local businesses, along with a range of Value Deals offering discounted admission and midway rides. Other activities organized by Stampede volunteer committees included free pancake breakfasts, entertainment and admission promotions.

Do You Yahoo?

The Stampede reinforced its cowboy-cool image with an inviting marketing tagline designed to appeal to everyone's inner cowboy or cowgirl: "Do you Yahoo?"

Forget explained the concept behind the campaign:

"Do you speak our language? Do you find ways to show your love for the best 10 days of the year? Being part of the Calgary Stampede doesn't ask much of you. 'Do you Yahoo?' is part rhetorical question, part invitation. You can signal your intention with five letters, said in a way that turns heads. Yahoo is the word, and going with the flow is your assignment."

The media allocation for the 2026 marketing campaign largely mirrored the previous year's spending patterns.

"We followed a similar media channel split from 2025," said Forget. "The majority of our spend was in outdoor, 32 percent, TV, 19 percent, and radio, 10 percent."

With the remainder directed toward digital marketing, the continued shift toward online promotion was evident. In 2026, the Calgary Stampede expanded its social media content using both the Stampede's Broadcast team and professional videographers.

Forget said the goal was "to create a higher volume of high-quality produced video content for our social channels than we have in previous years."

"This content was focused on sharing the breadth of experiences at the Calgary Stampede with a focus on music across all our stages," she added. "This produced content resulted in very high engagement and impressions across all our social media channels."

Downdraft and Super Miami

The North American Midway Entertainment midway featured 50 rides, including the Stampede debuts of Downdraft and Super Miami. Top-grossing rides included the Euroslide, Parker City Saloon and Super Miami.

"We had a great time at the Calgary Stampede this year," said Lynda Franc, Corporate Marketing Director for North American Midway Entertainment. "We presented two new rides, the Super Miami and the Downdraft, both of which were instant fan favorites!"

Although attendance dipped from 2025, the event has sustained three historically strong years following the record set in 2024.

Franc said several factors have contributed to the Stampede's continued strength.

"There's such a strong sense of family tradition and nostalgia around the Stampede, and I think that plays a huge role," she said. "We've also seen a real shift in recent years toward supporting local, whether that's groceries, small businesses or restaurants, and I think that same mindset is starting to carry over into supporting local events and traditions too."

The Calgary Stampede is one of the highest-profile stops and draws one of the largest audiences on the touring route of North American Midway Entertainment, one of the largest midway providers in North America.

For Gregg "Scooter" Korek, Vice President of Client Relations for NAME, the Calgary Stampede also holds special significance. Korek is Calgary-born and raised and comes from a family of dedicated Stampede supporters. His career in the outdoor amusement industry began at the event in 1977, when he was hired as a teenager looking for a summer job by Conklin Shows, a predecessor of North American Midway Entertainment.

"Scooter's 50 years of service is remarkable. His dedication has been the steady heartbeat of NAME and our fairs," said Danny Huston, CEO of NAME. "For half a century he has turned challenges into solutions for clients and customers into lifelong friends. Scooter has helped keep the lights bright, the wheels turning with new ideas and the spirit of the fair industry alive."

A highlight of this year's midway was an anniversary celebration hosted by NAME in Korek's honor.

"This year included a particularly exciting celebration as we threw a surprise party for Scooter Korek celebrating his 50 years in the industry," said Franc. "Friends traveled far and wide to join a reception held at the BMO Centre, and I would argue that he was truly surprised. There was also a beautiful article featured in Amusement Warehouse Magazine that was featured at the party."

People's Choice Awards

In addition to midway rides and celebrations, the Calgary Stampede has developed into a major destination for adventurous fair food.

This year, there were "127 food vendors outdoors and 35 indoors across The Market inside the BMO Centre and The Range Food Hall in The Big Four building," said Forget. "We had lots of amazing new midway foods this year."

The fair's culinary offerings received additional attention through the new Midway Food People's Choice Award presented by Uber Eats. Fairgoers cast votes by scanning QR codes on signs throughout Stampede Park. The overall winner was Crispy Ginger Beef Perogies from International Perogies.

The Stampede also offered several food award categories showcasing inventive creations and current concession trends. Crispy Ginger Beef Perogies won the Traditional with a Twist category.

Other notable winners included Dubai Pistachio Coconut Ice Cream from So Cute Ice Cream in the International Delight category; Buldak Stuffed Grilled Cheese from Melt Town Grill Cheese in Wild & Wacky; Dragon Balls from Viet Grill in Healthier Alternative, Gluten Free; and the Ramen Donut from Wok This Way in Healthier Alternative, Vegetarian.

Even as the Stampede's food concessions continue exploring new territory, the event remains firmly rooted in rodeo, equestrian traditions and cowboy culture.

"The daily Calgary Stampede Rodeo and the daily Evening Show, featuring Chuckwagon Racing, First Nations Relay and Grandstand Show, resulted in 98 percent of tickets sold across all performances and a complete sellout of our premium spaces," said Forget.

Cowboy Cool Continues

The 2026 Calgary Stampede demonstrated that the event's "Cowboy Cool" appeal remains strong.

"Cowboy Cool is still very much a thing and isn't going anywhere any time soon," said Franc. "It's not just limited to the Stampede either. The entire city transforms! It's truly remarkable to see. From the moment you land in the airport, you feel like you're a part of something really special."

Forget agreed that the appeal extends beyond a passing cultural trend.

"At the Calgary Stampede, we believe 'Cowboy Cool' is more than a trend. It's a culture that continues to evolve while staying rooted in authentic Western values," she said. "Our celebration of agriculture, Western heritage and community has broad appeal because it blends tradition with contemporary experiences, from world-class Rodeo and Chuckwagon Racing to live music, culinary offerings, family attractions and Indigenous programming."

Forget said the 2026 event was particularly successful from both an operational and presentation standpoint.

"Stampede 2026 was fantastic from an operational and presentation standpoint and was the third most attended Calgary Stampede in history," she said. "Coming off two record years in 2024 and 2025, surpassing 1.4 million guests in 2026 is quite an achievement."

"We are absolutely honored that 1.4 million guests chose to come to Stampede 2026 and enjoy our tremendous hospitality and offerings. Because there are factors that influence attendance which are outside of our control, I would argue that it's not the most important measure of success. It's really the quality of the experience that signals success."

According to Forget, the Stampede's 2026 guest research found that 91 percent of those surveyed said the event met or exceeded their expectations, 86 percent were likely to return the following year and 94 percent would recommend the Calgary Stampede to someone else.