Actor Cole Hauser's personal connection to Montana extends far beyond his role in the acclaimed "Yellowstone" series.
"Montana, my family has been there since 1886. So the Hauser legacy there is huge," Hauser stated. "I mean, Samuel T. Hauser was the seventh governor of Montana, helped start that state. So going back there felt like a homecoming for me."
Samuel T. Hauser, an influential businessman, served as the seventh governor of the Montana Territory. His ventures in banking, mining, and railroads were instrumental in the territory's early development. For Cole Hauser, portraying a character within this setting meant filming in a place already deeply intertwined with his family's heritage long before film crews arrived.
Legacy in the Treasure State
As the Western franchise extends its narrative to Texas with the new series "Dutton Ranch," industry observers suggest that the show's impact on tourism is likely to follow suit, expanding its reach beyond Montana.
According to tourism expert Duckworth, few contemporary television productions have inspired American travel quite like "Yellowstone."
"'Yellowstone' was one of the first shows to spark this trend," he remarked. "Fans would watch the Dutton family in those breathtaking landscapes and want to see them in person with their own eyes. Yellowstone National Park and the surrounding areas saw a boom in tourism as the show increased in popularity and next we expect that to happen in Texas thanks to the spin-off 'Dutton Ranch.'"
The original series, which debuted in 2018, steadily grew from a cable drama into a major television phenomenon. Throughout its run, Montana itself transcended being merely a backdrop. Its expansive mountain ranges, vast ranches, and open skies became as iconic to viewers as the Dutton family characters.
Hauser attributes a significant portion of the show's success to the stunning landscape.
The actor has personally witnessed the series' global appeal during his international travels.
"We were just in Europe, and it's amazing to watch, you know, the Germans dress up as cowboys, the English," Hauser shared. "I've been to Australia and New Zealand. I mean just how many people have been touched by it."
When asked about the worldwide resonance of "Yellowstone," Hauser credited Taylor Sheridan's compelling narrative and the inherent allure of Montana.
"I honestly don't know other than it's the tremendous writing and storytelling of Taylor Sheridan," Hauser commented. "He created unbelievable characters and, you know, Montana is a character in its own and I think people forget how beautiful the Old West is."
The Appeal of On-Screen Lifestyles
This deep emotional connection to a specific location is precisely what travel advisors are observing as it translates into vacation bookings.
Duckworth noted that fans are not just seeking out scenic vistas or filming sites; they desire to fully immerse themselves in the lifestyle depicted on screen.
"Any TV show or movie that takes place in a gorgeous setting can ignite a set-jetting trend," he explained. "Fans want to feel like they are their favorite characters by visiting the exact places they are seeing on their screens."
"The more remote or luxurious the stay, the more it truly becomes a bucket-list destination," Duckworth added. "Yes, you can do a place like Yellowstone on a budget but you can also go ultra-lux and stay at an upscale ranch where you are wined and dined and feel like you are a member of the Dutton family."
New Horizons in Texas
As Sheridan shifts the franchise's focus southward, Hauser described filming in Texas as a distinct experience.
"God, this next iteration, I mean, it has such new challenges," he said. "Obviously the landscape of Texas, the heat that was totally different, the new environment, the new characters that come in, the story."
Despite the new setting, Hauser affirmed that he and co-star Kelly Reilly were determined to maintain the qualities fans cherish most about their characters, Rip and Beth.
"What stayed consistent is Beth and Rip," Hauser stated. "Kelly and I were very cognizant of making sure that those two characters continue to be the same polarizing, strong, loyal characters that they've always been."
Texas Destinations and Advantages
Duckworth anticipates that Texas will now experience the same television-driven tourism boom that Montana enjoyed during the peak of "Yellowstone."
"'Dutton Ranch' was mainly filmed around Northern Texas," he mentioned. "One of the popular shooting spots was Ferris, Texas, which is about 20 miles outside Dallas. Ferris is known to be growing in popularity and I have no doubt it will quickly expand with all the extra attention on the small town."
He also highlighted Saunders Ranch in Weatherford, Texas, as another location likely to attract devoted fans.
"Another place for 'Dutton Ranch' fans is Saunders Ranch in Weatherford, Texas," Duckworth said. "This is a real-life working ranch with a history that dates all the way back to the 1800s. Saunders Ranch is the setting for the show's Edwards Ranch, also known as Rip and Beth's property."
Kris Porter, a travel advisor with Travelmation, reports already observing a shift in demand from the Rocky Mountains towards Texas as audiences seek to replicate the world crafted by Sheridan.
"Families who would typically pick a cruise or an all-inclusive beach resort are instead heading out West to fulfill their dreams of life on a ranch."
Porter emphasized that today's travelers are not looking for a rustic retreat. Instead, they desire luxurious experiences that mirror the upscale ranch lifestyle depicted in Sheridan's television universe.
"These clients do not want to do this on a budget," she clarified. "They are seeking an elevated, bucket list ranch experience like they are seeing on TV."
"They are willing to pay an all-inclusive price that includes Michelin-quality food, while also learning how to ride horses and herd cattle."
For many travelers, she explained, the appeal lies in balancing rugged adventure with sophisticated comfort.
"At the end of the day they want to retreat to their comfortable cabin with a nice glass of wine while staring at the stars — a pristine view that their normal, every day life does not allow."
The increasing interest in Texas as a travel destination is already becoming apparent.
"Over the past few years we've seen an increase in bookings for these experiences in Wyoming and Montana, but with 'Dutton Ranch,' clients are now also moving south to Texas," Porter confirmed.
She added that Texas offers a significant advantage that Montana cannot always provide.
"One strong appeal of Texas, besides the show, is the weather, which gives you much more opportunities year-round," Porter noted. "Lavish spas and all-inclusive stays can be found in the Lone Star State too, so my clients are traveling to Texas for those higher-end trips with much warmer weather than Wyoming, especially in the spring months."
