Parade of traditions
Parade11-RFP-011226
Longhorns, stock show weather, and a Coors family member combine to kick off 2026 NWSS
With the 120th year of the National Western Stock Show on hand, a lot of traditions have been made along the way. A big one is the NWSS parade. A fixture since the 1960s with longhorn cattle leading the way for the last two decades, the parade brings authentic western culture to the city streets of Denver. Another tradition is “stock show weather,” with a guaranteed (seemingly) cold front and/or snowstorm showing up each year right on time for the historic event. On top of that, it appears another tradition is for a Coors family member to help out behind the scenes in a big way.
The 2026 version of the NWSS parade displayed those traditions at the intersection of 17th and Wynkoop on Jan. 8 when a herd of Texas Longhorn cattle took to the streets in wet, snowy conditions with a carriage close behind carrying the parade’s grand marshal Pete Coors.
“It is an iconic moment, a cultural moment for the city of Denver,” described John Wilhelm, NWSS VP of marketing and brand development, when describing the sight of Longhorns leading the stock show parade. “Even though cities are popping, I think a lot of folks still want to get back to roots, get back to traditions, and get back to heritage. What better way than to come out, cowboy up, put some boots on, your hat, and see us drive some Longhorns in downtown Denver?”
Those associated with the Longhorns brought in from Monument, Colo.’s Silverado Ranch agreed.
“We are just really happy to be here today,” said Carter Hunt, president of the Mountain States Texas Longhorn Association, about seeing Gary Lake’s and Stan Searle’s Silverado Ranch Texas Longhorns hoof it up 17th Ave in front of tens of thousands of happy spectators. “It shows off how iconic they are and how different they are. It is fantastic.”
“Fantastic” is also a good description for the sheer number of cowboys, cowgirls, and horses that took part in 2026’s parade. NWSS parade organizer Debbie Mills, in between taking care of last-minute details minutes before the noon start time, relayed figures of 60 parade entries with 400-plus horses included in the deal. The hundreds of horses involved play a large role in creating a memorable western atmosphere.
“We had (a parade) in Waco, but it is nothing like this one,” said NWSS President and CEO Wes Allison a few days before the parade when comparing his previous job of helming the Heart O’ Texas Fair and Rodeo for 23 years to his new position in leading the NWSS. “This one is so iconic. It really does embody that western spirit of who we are.”
THE WESTERN SPIRIT
Embodying the western spirit is something that could also be said of Pete Coors’ work behind the scenes in strengthening the NWSS’ present and future. Members of the Coors family have supported the NWSS with time and resources through generations, and Pete has long been a part of that tradition. His vision in seeing the need for a dedicated NWSS world headquarters on National Western Center grounds, along with helping lead the capital campaign to privately fund the recently completed building known as The Legacy, was a big part of why he was chosen to be the 2026 NWSS parade’s grand marshal.
“To have The Legacy and the new world headquarters opened up is a real sense of accomplishment, especially to see how nice it is,” revealed Coors of his satisfaction in helping the NWSS set a high standard within the industry. “It is just not an ordinary office building. What we wanted to create was a legacy for future generations and I think we’ve been able to do that. This is a headquarters building that is going to be admired by everybody from Houston and Fort Worth to Calgary, and that was kind of one of our assignments.”
He also appreciated officially kicking off this year’s stock show as grand marshal of the NWSS parade.
“That was a surprise,” Coors said of being chosen. “It is not something I would sign up for, but I am honored to be selected.”
Asked about the traditional wintry stock show weather he was soon going to experience in the parade, the lifelong Coloradan grinned.
“Perfect timing,” he said.
Perfect timing. For 60-plus years of the NWSS parade. For 120 years of the NWSS.
That is called tradition.
