True West Magazine named Prescott the third most western town in America. The honor does not come as a surprise to residents and business owners in Prescott. Many folks hold dear the western culture. In fact, western culture bolsters Prescott’s economy.
“Prescott is a wonderful place for Old West fans,” said True West Executive Editor Bob Boze Bell in an article earlier this year. “The town offers so much to do and see. It’s a great example of what a community can do to preserve and share its heritage.”
A time line of Prescott’s history is etched into the pavement on the courthouse plaza. The town was named after an historian, William H. Goodwin. The names of its earliest significant residents are found on street signs, landmarks and building fronts throughout the area. John A. Gurley died before becoming the territory’s first governor. Governor John Noble Goodwin filled Gurley’s intended post. Today, Goodwin and Gurley streets run east and west through downtown on either side of the historic courthouse.
Prescott is home to the World’s Oldest Rodeo, in operation since 1888. The rodeo and parade are the highlights of Prescott Frontier Days, a week-long celebration of Prescott’s western heritage. The celebration kicks off on June 28 with the first performance including bronco riding, tie-down roping, barrel racing, bull riding, and more. The celebration ends on July 4, connecting Prescott’s western cultural to national patriotism each year.
The Phippen Art Museum hosted its 37th Annual Western Art Show and Sale. The event takes place on the Courthouse Plaza grounds in the center of downtown. The event draws tourists and locals to the square to view and purchase western themed art directly from the artists.
“The 2011 Phippen Western Art show and Sale saw an increase in attendance over the last two years, both in artists attending and in the general public. This year we had many first-time participants and visitors. Too soon to call that a trend, but it was very encouraging,” James Ward, Phippen Art Musuem’s volunteer and event coordinator, told Quad Cities Business News.
The importance of western culture to business is undoubtedly tied up in Prescott’s tourism industry.
“…What Prescott offers to tourists is beautiful Northern Arizona scenery and Old West history. Prescott doesn’t have professional sports, beaches, amusement parks, or natural wonders. What we have in abundance, however, is charm,” Ward said.
Shops like Drawn West, a clothing boutique, and eateries like Lone Spur Cafe exemplify the “charm” of Prescott’s western heritage. Tourists can find the town’s oldest saloon on Whiskey Row, a truly western strip of Prescott. The draw of tourists and residents to the square by western themed events creates business for the storefronts around the courthouse.
“We get plenty of foot traffic [from local events], being one of the most historic buildings in town,” reported Neil Grines, general nanager of the The Palace Restaurant Saloon. “When the people are here eating, they get to enjoy the western ambiance.”
Located on historic Whiskey Row, (on Montezuma Street between Goodwin and Gurley Streets), The Palace Restaurant Saloon boasts its own story of western heritage. Customers saved the original bar from the July 1900 fire by carrying it across the street to the courthouse lawn.
“It’s the most historic place I’ve ever worked. I like seeing the joy on people’s faces when they walk in the doors and see the history in the building for the first time.” Grines said. “That’s one of the things I like most about [working here].
Businesses benefit from Prescott’s western heritage and it is available for residents to enjoy on a regular basis. Of course, the western culture has inherent value on its own.
“Something uniquely American and Arizonan is preserved here in Prescott and like all endangered things, it is precious. If my children want to know what a cowboy looks like, or a ranch, or a horse for that matter, they can walk out the door, maybe drive a few blocks,” Ward said. QCBN
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