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OUR VALUES

We intend to be motivational and aspirational.  Our values are critical cornerstones of our culture and recognize that only a business driven by strong values can be successful and deliver a strong, sustainable performance.

STEWARDS OF THE WESTERN HERITAGE

The Western Heritage is central to our reason for being.  We are relentless stewards and advocates of preserving the core values of the Western Heritage – continuously looking for ways to incorporate and share those principles and values in everything we do.

CREATING AN UNPARALLELED EXPERIENCE

We challenge ourselves and each other to do all we can to provide an unparalleled experience for our riders, corporate partners, and viewers.

MEANINGFUL COLLABORATION

We are committed to being thoughtful and intentional in everything we do.  We strive to collaborate in a way that enables success for everyone involved.  We are committed to hearing and being respectful of others’ thoughts and ideas, and we are forthright in our own.  We aspire to treat our riders, corporate partners and viewers in a fair and consistent manner in all of our interactions.