It’s time for the cowboys to hit the dusty trail of 17th Street.

The National Western Stock Show will be kicking off its 120th year Jan. 8 with the annual parade through downtown Denver.

The free parade will include horses, cowboys and cowgirls, cattle and marching bands from Union Station to Glenarm Place down 17th Street starting at 12 p.m., swiftly turning the metropolis into a well-worn blast from the past with leather saddles and tipped hats.

Pete Coors, director emeritus of Molson Coors Beverage Company, will guide the parade as the Grand Marshall.

Following the parade, the Stock Show runs for 16 days between Jan. 10 and 25 at the massive complex in northeast Denver with various vendors, rodeo shows, livestock auctions, competitions and Western eats — a mainstay of the region for 120 years.

“The Stock Show Kick-Off parade brings the spirit of the West straight into downtown Denver and sets the tone for the entire National Western,” Wes Allison, president and CEO of the National Western Stock Show, said in a press release Tuesday.

Allison took up the reins earlier this year, making the 120th year the first of his tenure.

Technically, it’s not the 120th consecutive show due to the COVID pandemic canceling the 2021 show. It’s the 120th year the stock show has existed — but don’t tell the cowboys that.

 “The National Western Stock Show is a pillar of agriculture and Western heritage, and I am honored to join this legendary organization,” Allison said in a previous release. “With new facilities and a bright future ahead, I look forward to expanding our impact, growing our programs and ensuring this institution continues to thrive for generations to come.”

Part of the 120th celebration includes the grand opening of the 30-acre Sue Anschutz-Rodgers Livestock Center and The Legacy, the National Western’s new world headquarters.

“These new facilities allow the Stock Show to host more events, welcome more exhibitors, and enhance the experience for fans, while continuing the traditions that have defined the Stock Show for 120 years,” NWSS said in the release.

But all of that hootin’ and hollerin’ needs to start somewhere. The parade is the perfect kickoff.

Regarding the festivities themselves, tickets, schedules and more information can be found at NationalWestern.com.

The famous event saw 658,109 visitors in 2025, placing it firmly in the top-10 list for most-attended Stock Shows in the 120 years. So, tickets to some shows and rodeos may sell out fast.

While specific economic impact projections for 2026 are not yet available, a recent study by the Common Sense Institute reports that the NWSS has been estimated to generate between $170 million-$180 million in economic activity each year in Colorado, and similar figures are expected this year.