LUBBOCK, TX – From Beyoncé's Cowboy Carter to western boots taking over fashion hottest runways, cowboy culture has had a renaissance and Lubbock, Texas, has ridden right at the centre of it. With its rugged landscapes and untamed spirit, the region has become a cinematic playground for the Yellowstone universe and its high-stakes prequels, cementing West Texas as ground zero for the neo-Western boom. 

While pop culture rediscovers the mythos of the American West, Lubbock never left it behind. Here, the cowboy isn't a costume, it's a legacy. Nestled deep in West Texas, Lubbock sits at the intersection of past and present and the frontier spirit lives on in everyday life. 

Four Sixes Ranch: A Living Legend   

Located just 1.5 hours southeast of Lubbock, the legendary 6666® Ranch, known as the Four Sixes, is more than an iconic Western brand, it's a testament to the enduring spirit of Texas ranching. Founded in 1870 by Captain Samuel "Burk" Burnett, the 260,000 arced ranch is globally recognized for its elite Quarter Horses, superior Angus cattle, and its prominent role in the Yellowstone television franchise. Recently acquired by the show's creator Taylor Sheridan, the ranch is now the inspiration and setting for his next series. 

Visitors can experience the legacy through the Four Sixes Ranch Tour  which offers an immersive journey into a world where heritage and contemporary ranching practices coexist. From the hands-on operations that keep the ranch running to the sweeping scenic vistas, learn about the intricate work of horse breeding and cattle management, and get all-encompassing insight into life on one of America's most iconic ranches. 

A City Where Heritage is Lived, Not Staged 

In Lubbock, the Western story isn't just told, it's inherited. Ranching traditions, cowboy grit, and generational pride flow through its veins, carried forward not as nostalgia, but as lived reality. This isn't the Wild West reimagined, it's the real West, still unfolding. 

As the proud home of the National Ranching Heritage Center (NRHC), Lubbock immerses visitors and locals alike in its ranching past. Situated on the Texas Tech University campus, the NRHC is a living museum where visitors can step into historic ranch structures, explore the traditions of Spanish, Mexican, and Anglo-American ranching, and even get hands-on with the crafts that built the region. More than a museum, this 27-acre living history park allows visitors to step back in time to explore authentic ranch structures, from log cabins and blacksmith shops to windmills and working corrals. Inside the museum visitors dive deep into the evolution of ranch life, from cowboy transportation and Civil War-era struggle to the oil boom that reshaped the West. Leatherworking, blacksmithing, bootmaking, and saddle crafting workshops turn visitors into artisans, guided by experts keeping the old ways alive. During the summer the Annual Summer Stampede Western Art & Gear Show is a celebration of Western artistry, a true cowboy gala featuring fine Western art, custom gear, a steak dinner, live music, and dancing under the stars.  

A Taste of the Land 

Western heritage isn't just about cattle drives, wide-brimmed hats, and the open range it's also deeply rooted in the land itself. And in West Texas, that land tells a rich and flavourful story through its wine. 

The Texas High Plains, where Lubbock sits at the heart of it all, is the unsung hero of the state's wine industry. This vast, elevated plateau with rich soil, low humidity, cool nights, and long, sunny days produces more than 90% of Texas' wine grapes. It's a place where the elements converge to craft something uniquely Texan: bold, expressive wines that reflect both the rugged spirit of the West and the sophistication of fine winemaking. 

Travellers and wine lovers alike can follow the Texas High Plains Wine Trail, winding through family-owned vineyards, boutique tasting rooms, and award-winning wineries. Each stop offers a chance to savour the land's bounty, from robust Tempranillos and smooth Malbecs to crisp Viogniers and aromatic Albaranos. Many of these wines rival those from better-known regions, but with a character and charm that is distinctly West Texas. 

Contemporary Cowboy Culture in Full Swing  

For a high-energy taste of modern cowboy culture, don't miss Cotton Fest, Lubbock's premier country music festival. Hosted at the iconic Cook's Garage, this three-day event brings together top country acts, BBQ cook-offs, goat roping, casino nights, mechanical bulls, and more. Even better? A portion of the proceeds benefits the High Cotton Relief Fund, supporting local cotton farmers and their families.  

When night falls, keep the nostalgia alive at the Stars & Stripes Drive-In Theatre where the on-site 1950s-style café, complete with checkerboard floors and an old-school menu, rounds out a perfect Americana evening. 

For more ideas check out Visit Lubbock.  

For media inquiries please contact: Melina Collie, melina@mdsg.eu    

About Lubbock Convention & Visitors Bureau:   

The Lubbock Convention & Visitors Bureau is dedicated to promoting Lubbock as a premier destination for travellers seeking rich cultural experiences, diverse culinary delights, and unforgettable adventures amidst the beauty of West Texas. Visit us online at www.visitlubbock.org.