When Taylor Sheridan crafted the rugged landscapes and dramatic life of the Dutton family in the hit series ‘Yellowstone’, he painted a picture of Montana that captured the imagination of millions. However, Joe Rogan recently highlighted a lesser-discussed aspect of the show’s impact on his podcast, The Joe Rogan Experience. He humorously noted that the series has not only entertained but also misled some fans into relocating to Montana, only to discover the state’s harsh winter realities.
The Appeal and the Awakening
Montana, with its vast open spaces and scenic beauty as showcased in ‘Yellowstone’, naturally draws visitors and those dreaming of a quieter, picturesque lifestyle. The series, which vividly portrays the trials and triumphs of the Dutton family, has been a massive hit, weaving compelling narratives with breathtaking visuals of the landscape. However, Rogan’s comments bring to light the stark contrast between the cinematic depiction and the actual living conditions in Montana during winter. He quipped about the newcomers’ rude awakening, saying:
“How many people got super confused by that show and bought a house there and they’re like, ‘What is this… why is the ground solid?’ Especially someone who’s never lived in the real North before. You don’t know what happens when your ground freezes. The ground is a piece of rock, so if you fall on it, it’s a rock. Everything freezes. It’s a different way to live, that’s for sure.”
This jest underscores a genuine challenge faced by those who moved to Montana expecting a life mirroring the Duttons’, only to find a reality check waiting in the frigid winters.
Tourism Surge Despite the Cold
Ironically, while some may regret their decision, Montana has experienced a significant tourism boom thanks to ‘Yellowstone’. According to research by the University of Montana’s Bureau of Business and Economic Research and the Institute for Tourism and Recreation Research, the show directly contributed to 2.1 million visitors in 2021, generating over $730 million in tourist expenditure. This influx highlights the show’s power to enhance Montana’s image as a prime destination in the American West, as Melissa Weddell, director of UM’s Institute of Tourism and Recreation Research, noted:
“Film is an economic driver of tourism, and the ‘Yellowstone’ TV show has demonstrated the power of Montana’s American West image to influence people to visit the state.”
Sheridan’s Vision vs. Reality
While Taylor Sheridan aimed for authenticity in depicting the Western lifestyle, the “false imagery” of Montana as a mild, always hospitable landscape—as suggested by Rogan—may have led to some unintended consequences. Despite this, the economic benefits for Montana have been profound, illustrating the complex impact popular media can have on real-world locations.
while ‘Yellowstone’ has certainly put Montana on the map for many, it serves as a reminder that the gloss of television often differs greatly from the grit of real life. As Montana continues to reel in tourists and possibly new residents, the narratives spun by Sheridan serve as both a boon and a cautionary tale to those drawn by the romanticized West.