Reindeer have the center stage for now, but come Jan. 6, make way for the steers, pigs, bulls, horses and sheep as the National Western Stock Show opens in Denver.

The stock show, a Colorado tradition since 1906, will run 16 days through Jan. 21 at the National Western Stock Show grounds, 4655 Humboldt St.

More than 702,000 visitors are expected to enjoy the show this year — the 118th. (There was no show, for the first time ever, in 2021 due to the COVID-19 pandemic). The show includes exhibitors, cowboys and cowgirls, mutton bustin’ youth, city slickers, members of the agriculture community and business people alike.

“We’re here to celebrate and preserve our Western heritage, No. 1,” said President and CEO Paul Andrews in an interview with The Denver Gazette. “No. 2, we’re a great place to bring rural and urban America together.”

Andrews added: “We may disagree on an issue here or there, but we’re all Americans and we’re the same. It’s time to come out and celebrate with us.”

Officials expect all 50 states to be represented, as well as 35 countries.

Metro Denver — and the whole state, really — will celebrate the estimated $171 million impact the show will have on the economy, according to a study released this week by the Common Sense Institute.

“Denver is home to basketball, hockey, and football championships, as well as all-star games and headliner music events, but nothing symbolizes our city and the West quite like the Stock Show,” said J.J. Ament, president & CEO of the Denver Metro Chamber of Commerce, in a news release.

Ament is a member of both the National Western Stock Show and the Common Sense Institute boards. The latter describes itself as “a non-partisan research organization dedicated to the protection and promotion of Colorado’s economy.”

The last time an economic impact study was done in 2010, the estimate was $100 million, Andrews said.

“This is the crown jewel of events in our region showcasing Colorado to audiences across the world and drawing more than 702,000 visitors from across the state and nation,” Ament said.

Every attendee has their favorite, whether it’s the PBR Rodeo Finals, the mutton bustin’ — kids hanging on to running sheep for a long as they can, the live music from bands in the Cowboy Courtyard, the Wild West Show, Westernaires Trick & Fancy Ropers, the Mexican Rodeo Extravaganza, all the western wear booths in the exhibit hall, the MLK Jr. African-American Heritage Rodeo or the food booths, to name but a few.

“I’m looking at the ticket sales numbers year-over-year and we’re ahead of last year’s, so that’s a strong indicator,” Andrews said.

Organizers make sure to bring back crowd favorites, but always try mixing in new experiences.

This year, expect new animals in the petting zoo and in the National Western nursery, and a beefed-up — and free — live music lineup in the Cowboy Courtyard, Andrews said.

“What we find is that most people want to see the traditional stuff,” he said. “They want to see the rodeo. They want to see the horse shows and they want to see the livestock in the Super Bowl of livestock shows. About 20% of the trade show is fresh and new, but I’m telling you, if we don’t have that same cowboy hat maker that’s been there since 1950, the explosion and feedback from people is unbelievably difficult.”

The Common Sense Institute study notes that the 702,698 attendees in 2023 equals a sold-out Empower Field at Mile High for every Denver Broncos home game.

“These (economic) impacts are driven by the combination of expenditures by visitors and show exhibitors and the operations of multiple aspects of the event by the National Western Stock Show Association and its vendors,” the report said, adding, “The dynamic impacts reflect the broader ripple effects of the event, as the direct spending and increase in demand for goods and services from the event support other businesses within Colorado such as hotels, restaurants, and retail stores.”

For Andrews, he sees the impact on the faces coming in the door.

“My overall favorite thing is to see the smiles on the 700,000-plus who come to the show,” he said. “They all smile as they hit the front entrance. There’s no greater feeling as the president and CEO of the National Western Stock Show to watch mom, dad and the kids walking through that front door excited and smiling.”