In the past couple of years, Kevin Costner’s series ‘Yellowstone’ has been quite a massive success. From high viewership ratings to massive payouts, the series has been an overall behemoth. Not only that, but according to various statistics, the series even ended up helping increase tourism and revenue for Montana in 2021. According to these reports, the series ended up leading around 2.1 million visitors to the state, while around USD 730 million was estimated to be spent in the area.
In 2021, Kevin Costner’s ‘Yellowstone’ series helped tourism rise in Montana
Dubbed the ‘Yellowstone Effect,’ the hit series starring Kevin Costner inspired over 2 million out-of-state tourists to experience Montana in person. The University of Montana published a study regarding the show’s massive success and directly connected how Kevin Costner’s Western drama drew an influx of around 2.1 million visitors to the state in a single year of 2021, while also generating approximately USD 730 million in direct economic growth and booming the local tourism industry in the state.
‘Yellowstone’ drew over 2.1 million visitors in Montana after the premiere of the 4th season. (YouTube)
The study was a joint effort between the University of Montana’s Bureau of Business and Economic Research (BBER) and the Institute for Tourism and Recreation Research (ITRR). The researchers looking into the impact of the show on all levels noted that the global reach of the series drew over 12 million viewers per episode and exceeded the traditionally established state-funded marketing and tourism advertising. The overall boost in the economy was recorded around its season-five premiere.Not only that but the economists who were attached to the research effort also shared their findings and highlighted that the economic boost extended well beyond hotels and restaurants. Money was spent on local trades, transportation providers, healthcare facilities, and small businesses throughout western Montana and massively affected all establishments on a financial level that was crucial to the growth of the state’s overall economy.Patrick Barkey, director of BBER, talked about the study in a blog post made on the University of Montana’s official web page. He stated, “Extending our previous analysis to include the impacts of tourism spending was eye-opening.” Melissa Weddell, the ITRR director added, “Film is an economic driver of tourism, and the ‘Yellowstone’ TV show has demonstrated the power of Montana’s American West image to influence people to visit the state.”
What were the final findings of the research on Kevin Costner’s ‘Yellowstone’ series?
Some of the major findings from the research reported that USD 730.1 million was recorded in spending on the state’s economy. Around USD 44.5 million was reported in state tax revenues “directed in whole or in part to the general fund,” while more than 10,200 jobs were created across a wide spectrum of industries. Around USD 376 million in income was received by Montana households, while USD 1.1 billion was estimated to be spent on output, or gross receipts, of Montana business and nonbusiness. 1 million people came to Montana in 2021 because they wanted to visit the place where the show had been made. Lastly, 3,305 more people were attracted to and retained in the state by the economic opportunity.
The series is based on the Dutton family and how they work together to help their ranch survive fellow reservations, and big tech companies. (Instagram)
About ‘Yellowstone’
When the filming was moved to Montana, the main targeted locations where the characters were based were Darby, Hamilton, Missoula, and the Bitterroot Valley. ‘Yellowstone’ follows the Dutton family, which is led by patriarch John Dutton (played by Kevin Costner), as they fight to protect the Yellowstone Dutton Ranch, the largest contiguous cattle ranch in the United States. The show premiered on June 20, 2018, and concluded on December 15, 2024, running across 5 seasons and 53 episodes.DISCLAIMER: Figures presented in this article are derived from various public sources and are considered approximate unless explicitly noted. We may include direct input from celebrities or their teams when available. We are open to feedback on toientertainment@timesinternet.in.
