A UNESCO World Heritage Site in Alberta has seen a surge in interest following a mention on a popular American TV show, and the site’s marketing chief is optimistic about a busy summer ahead.
Head-Smashed-In Buffalo Jump was featured in a recent episode of the award-winning medical drama series, “The Pitt.” The character Dr. Michael (Robby) Robinavitch, portrayed by actor Noah Wyle, announces his sabbatical to the landmark located in the foothills of the Canadian Rockies.
The historic site, situated approximately 150 kilometers south of Calgary, was historically used by Indigenous communities to guide bison herds over an 11-meter cliff for hunting purposes. The interpretive center at the site, built within the sandstone cliff, delves into Blackfoot culture, local ecology, and archaeological discoveries, offering visitors a cliff-top trail experience.
According to Quinton Crow Shoe, the marketing lead at Head-Smashed-In Buffalo Jump, the TV mention has sparked curiosity among visitors, prompting them to explore off-the-beaten-path destinations. The site has witnessed a surge in social media and email interactions since the show aired.
Designated as a World Heritage Site in 1981, Head-Smashed-In Buffalo Jump attracts around 60,000 visitors annually. Crow Shoe anticipates that the recent uptick in interest will result in increased footfall and tour bookings during the peak season from May to September. Promotions like discounts offered through the national Canada Strong Pass have also contributed positively to visitor numbers.
Crow Shoe emphasized the interconnectedness of attractions in southern Alberta, from Writing-on-Stone Provincial Park to Waterton Lakes National Park, which collectively draw tourists to explore the region comprehensively. Additionally, provincial marketing agency Travel Alberta capitalized on the TV show’s mention by releasing a promotional video featuring the characters against the backdrop of Head-Smashed-In Buffalo Jump’s cliffs.
Alberta’s Culture Minister, Tanya Fir, shared the TV clip on social media, expressing pride in how the province’s historical sites resonate with global audiences. The site’s management is hopeful that the recent attention will translate into sustained interest and increased visitation, further enhancing the region’s tourism appeal.