A brand is more than a logo or a consistent visual identity. It is the perceptions and experiences of our guests and partners – delivered through all parts of our organization. This includes our communications and marketing activities, as well as the products, services, events, and programs we deliver 365 days a year. Framed by every personal interaction and experience with the Calgary Stampede, our guests form an understanding of who we are, what we do and what we stand for.

The core purpose of our organization is to preserve and celebrate our western heritage, cultures and community spirit.

The vision statement of our organization is to create a world-class, year-round gathering place for the community.

The Calgary Stampede brand is our promise to our community. Every day, our volunteers and employees deliver on that promise.

This website provides background and guidelines that will help you tell the story of our brand and deliver a consistent message through all your activities.


Our core values connect us to our past, to the present, and to our future. Our core values are:

Western hospitality: We are hosts, graciously extending our western hospitality whenever or wherever a guest encounters our brand. Guests instantly recognize our pride in sharing what we have to offer them.

Integrity: Our partners know our word is our bond in true western fashion. Genuine integrity forms the basis of all relationships, both within and without the Stampede.

Pride of place: Our employees and volunteers embody our unparalleled pride of place and in how we live our brand values. Calgarians share in this pride as our event and reputation has grown to world-wide prominence.

Commitment to the community: Our commitment to community is not only reflected by every experience, event and exhibit, but also by the very people who bring them all to life.