A UNESCO World Heritage Site located in Alberta is experiencing a surge in interest following a mention on a popular American television show. The marketing director of Head-Smashed-In Buffalo Jump is optimistic that this newfound curiosity will lead to a busy summer season for the site.
The site was featured in a recent episode of the award-winning TV medical drama series, “The Pitt.” The character Dr. Michael (Robby) Robinavitch, portrayed by actor Noah Wyle, expressed his intention to visit the landmark situated in the foothills of the Canadian Rocky Mountains, remarking, “I’ve never seen the badlands.”
Located approximately 150 kilometers south of Calgary, Head-Smashed-In Buffalo Jump was historically used by Indigenous peoples to drive bison herds over an 11-meter-high cliff for hunting and harvesting purposes. The interpretive center, integrated into the sandstone cliff with cascading floors, delves into Blackfoot culture, local ecology, and archaeological discoveries, leading visitors to a trail atop the cliff.
Quinton Crow Shoe, the head of marketing at the site, noted an increase in visitor interest spurred by the TV show mention. He mentioned that the show’s reference has sparked curiosity among visitors, leading them to explore off-the-beaten-path destinations.
Designated as a World Heritage Site in 1981, Head-Smashed-In Buffalo Jump attracts around 60,000 visitors annually. Crow Shoe expressed optimism that the recent uptick in interest will translate into higher visitor numbers and tour bookings during the peak season from May to September.
In addition to the TV show mention, promotional efforts such as discounts offered through the national Canada Strong Pass have contributed positively to visitor numbers. Crow Shoe highlighted the collaborative nature of attractions in southern Alberta, including Writing-on-Stone Provincial Park and Waterton Lakes National Park, which collectively draw visitors to explore the region.
The provincial marketing agency Travel Alberta capitalized on the buzz by releasing a promotional video featuring characters from the TV show superimposed against the backdrop of Head-Smashed-In Buffalo Jump’s cliffs. Alberta Culture Minister Tanya Fir shared the TV clip on social media, emphasizing the significance of Alberta’s history and cultural landmarks resonating with global audiences.
