When 1.4 million people attend the Calgary Stampede, with nearly one-in-three visitors from out of town, you can bet the city sees a buckle-worthy economic bump.

Partners from the Calgary Stampede, Calgary Economic Development, Tourism Calgary, the Calgary Chamber of Commerce, along with Mayor Jeromy Farkas gathered at the Stampede Sam Centre on the eve of the 2026  event to tout the economic benefit of the Greatest Outdoor Show on Earth.

Calgary Stampede CEO Joel Cowley referenced a 2025 MNP economic impact study that showed $389 million in impact across Alberta, with 90 per cent of that experienced in Calgary.

“This is the one time of the year when corporations from all over the world come to Calgary, and corporations that are housed here and officed here in Calgary, they love it because their clients and their partners are coming to them,” Cowley said.

He also noted the record $6 million spent on this year’s chuckwagon canvas auction.

“What that does, obviously, is it gives the company an opportunity to showcase their canvas in front of tens of thousands of fans each night as they go around the track, but it also provides them with a unique hosting opportunity where they get to go back in the chuckwagon barns, and so they see tremendous value in that,” Cowley said.

Lastly, Cowley referenced a 2025 Mastercard Economic study that showed local businesses benefited through an 18 per cent jump in activity during Stampede.

And then he came to the defense of Edmonton city council, who upped their budget to attend the Calgary Stampede – with some resident furore.

“They caught a lot of flak for this, but in their defense, I will tell you that if they’re not here at the Calgary Stampede with all of these businesses with all of the government officials from every level of government, they are missing a golden opportunity for their constituents,” he said.

Stampede is part of the long-tail deal: CED’s Brad Parry

Calgary Economic Development president and CEO, Brad Parry, said that for 10 days, the city becomes a magnet for visitors, the community, culture and businesses.

“Decision makers, investors, site selectors, entrepreneurs, and business leaders from around the world are here in person, and when we get them here in person, we know we have a better chance to win,” Parry said.  

“When they get here, we also show them what we know about Calgary, a city of talent, innovation, ambition, and limitless opportunities. That’s why Stampede matters so much to the work that we do.”

When asked about specific data on deals that are done as a result of Stampede, Parry said it plays a critical part in conversations that lead to signed contracts.

“If you look just at the film and TV industry alone, The Last of Us was actually born of a conversation during Stampede. Those conversations that we have, the opportunities, and the follow-ups for us are absolutely key.”

Next week, they’re hosting 40 agriculture companies during the Calgary Stampede, and Parry said, “we know for a fact that these conversations today will bear fruit for us.”

Ruhee Ismail-Teja with the Calgary Chamber of Commerce said that this year’s Calgary Stampede is coming at a time when businesses are managing rising costs, trade uncertainty and geopolitical tensions, and Alberta’s future in Canada.

“There’s no shortage of challenges, yet through it all, the Stampede has remained a cornerstone for Calgary businesses, an event that every year provides an important boost when many businesses need it most,” she said.

“For Calgary’s business community, it’s a time when we swap suits for cowboy boots instead of meeting in board rooms, conversations happen over pancakes, in tents, or at chuckwagon races. These conversations bring together leaders from every sector, creating new partnerships, sparking ideas, and opening doors to opportunities that continue long after.”

More people, more money: Tourism Calgary

Alisha Reynolds with Tourism Calgary equated one’s visit to Calgary – either for the Calgary Stampede or another adventure – to that of a first date.

She said that last year, 29 per cent of visitors to Calgary during the Stampede were from out of town.

“Tourism offers that chance to give people a warm introduction to a city that will have meaning for them and that they will remember,” she said.

“Who moves to a city, who builds a business, who grows their family in a city without first going for a cup of coffee or going for a walk or renting a bike or meeting a local and asking about the city?”

Reynolds said when she travels around the world and talks with people in other countries, they often mark the Calgary Stampede as a bucket-list event to attend.

“We are truly the envy of destinations around the globe, being proud to have the Calgary Stampede in our city,” she said.

Calgary Mayor Jeromy Farkas said other business happens during the Calgary Stampede that isn’t related to economic or visitor activity. There’s politics at play.

“It’s always been political, but it’s never really been about politics,” he said.

“On the stage this morning, we had the opportunity for me to join two very different ideologically inclined provincial and federal politicians, but where else in this country right now can you see folks parking their party allegiances at the door and instead, just coming together to party.”

Farkas said with 50 Liberal MPs expected, plus a large contingent of the federal Conservative opposition, along with the governing UCP politicians in attendance, there’s work to be done.

“I’m going to take advantage of that opportunity,” he said.

“I’m going to make the case for continuing to support festivals like the Stampede. I’m going to advocate for Calgary getting its fair share of investment from the provincial government, and I’m also going to make the case for Alberta getting its fair share of investment from the federal government.”

The Calgary Stampede kicks off July 3 with the annual parade and will run until July 12, 2026.