A site recognized by UNESCO in Alberta is experiencing increased attention following a mention on a popular American TV show, and the head of marketing is optimistic that this interest will lead to a busy summer season. Head-Smashed-In Buffalo Jump was featured on a recent episode of the award-winning medical drama series “The Pitt.” The character Dr. Michael (Robby) Robinavitch, portrayed by actor Noah Wyle, expressed a desire to visit the landmark situated in the foothills of the Canadian Rocky Mountains, stating, “I’ve never seen the badlands.”
Located approximately 150 kilometers south of Calgary, Head-Smashed-In Buffalo Jump was historically utilized by Indigenous people to guide bison herds over an 11-meter-high cliff for hunting purposes. The interpretive center, integrated into the sandstone cliff with multiple floors, delves into Blackfoot culture, local ecology, archaeological discoveries, and offers a trail along the cliff top for visitors.
Quinton Crow Shoe, the marketing lead at Head-Smashed-In Buffalo Jump, mentioned that the show’s reference has sparked curiosity among visitors, leading some to explore the site off the usual path. Crow Shoe acknowledged the significant impact of the show’s mention on their social media and email engagement, expressing gratitude for the increased awareness and interest it has generated.
Designated as a World Heritage Site in 1981, Head-Smashed-In Buffalo Jump typically attracts around 60,000 visitors annually. Crow Shoe expressed optimism that the recent surge in interest will result in higher visitor numbers and motor coach tours during the peak season from May to September. In addition to the TV show, promotions like discounts offered through the national Canada Strong Pass have positively influenced visitor numbers.
Crow Shoe emphasized the collaborative nature of attractions in southern Alberta, mentioning nearby sites like Writing-on-Stone Provincial Park and Waterton Lakes National Park, which collectively draw visitors to explore the region extensively. The provincial marketing agency Travel Alberta capitalized on the TV show’s mention by releasing a promotional video featuring the show’s 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, highlighting the connection to Alberta and expressing pride in the global recognition of the province’s history and cultural landmarks.