Amy Larsen has been with the Wyoming Office of Tourism for six years, five of which have been in her current role. A third-generation Wyoming native, she grew up living by the “Code of the West” surrounded by Western hospitality. She knew early on there was something about tourism that was inspiring, but always remained curious as to why millions of people came to visit her backyard. She took that curiosity with her to the University of Wyoming where she studied recreation and park administration, and completed two internships at Walt Disney World. She later attended Colorado State University, where she received her master’s in tourism management. When she talks to group tours about visiting Wyoming, she really is inviting them to visit her home.
Q. Wyoming just launched a “Mavericks Wanted” campaign. Can you tell us a little about that?
A. Wyoming truly is the Last Bastion of the West. It is not just a tagline; it truly is who we are. Wyoming is almost 98,000 square miles, with less than 600,000 people. That means there is still a lot of wide-open spaces, and a lot of distances between places, room to explore and challenge yourself. Our experiences are still authentic to who we are, whether you are enjoying a rodeo underneath our western skies or taking a scenic float through scenery that takes your breath away. Our history and western traditions and heritage run deep, and our love for the land is abundant, as witnessed through our national parks, forests, state parks, and Bureau of Land Management. In fact, over half of our land is still public land. Our Mavericks Wanted campaign is inspiring visitors to take chances, forge their own path and push themselves, especially when everyone else plays it safe. It’s a mindset as much as anything else, and Wyoming has a way of bringing it out in people.
Q. How do you see group tours answering the call for Mavericks Wanted?
A. I see mavericks on every group tour that comes to Wyoming. They are the people who want to discover our wild place: two national parks, two national monuments, one national historic site, eight national forests, and multiple state parks. They want to drive our wild routes: two National Scenic Byways (including an All-American Road) and 19 state scenic byways. They want to see our wildlife: home to over 120 species of mammals, 400 species of birds, 80 species of fish, and 40 species of amphibians and reptiles. They want to see the hideouts of a wild bunch—yep, that Wild Bunch: Butch Cassidy, the Sundance Kid, Tom Horn, the Hole-in-the-Wall Gang, vigilantes, and many other outlaws passed through and called Wyoming home. They want to walk the western trails: the Oregon, Overland, California, Mormon, and Bozeman trails, not to mention the early trails of the Plains Indians who called Wyoming home thousands of years before I did. The Transcontinental Railroad and the Lincoln Highway all came through Wyoming as well. Mostly they want to experience our Western heritage, whether at a rodeo, chuckwagon dinner, a trail ride, or an authentic ranch experience. It’s all about experiencing something outside of your comfort zone, and Wyoming is the perfect place for that.
Q. Is there anything new you are promoting to group tours?
A. I think one of the greatest things about Wyoming is around every corner there is something new to the visitor: new town, new scenery, new history, maybe even new wildlife. But outside of that, I am really excited about the National Museum of Military Vehicles in Dubois opening the Liberty Lodge on property that will have 70 rooms, a great place to visit after leaving our national parks. The TA Guest Ranch outside of Buffalo is a great authentic Western experience and opening up on-site lodging great for smaller groups. The PRCA Rodeo is moving their headquarters and the Cowboy Hall of Fame to Cheyenne, which is just going to introduce even more people to our state sport of rodeo. Swirl Frozen Yogurt and the Giftery in Afton love to work with groups for a stop along the way, or even for a great lunch and time off the bus. Sweetwater County has the Flaming Gorge Loop Tour, which goes along our All-American Road, and has such unique scenery. While not new, the Murie Ranch in Grand Teton National Park and Devils Tower both offer groups interpreter experiences—just so many great things.
Q. Is there anything else our audience of tour operators should know about Wyoming?
A. Wyoming is truly some place you just need to experience for yourself. While small towns and long distances might be intimidating to plan around, we have been welcoming groups for thousands of years, and we want to extend that Western hospitality with you. Mavericks Wanted: Are you ready to answer the challenge?
Wyoming Office of Tourism
307-214-3217
travelwyoming.com
Lead Image:
Mavericks Wanted Campaign
Photo courtesy of Wyoming Office of Tourism
