In 2020, Scott Christensen of the Greater Yellowstone Coalition was surprised to learn his conservation group was name-dropped in Yellowstone, the hit TV drama. A fictional tribal rep threatened to involve the coalition’s lawyers to block an airport project—sparking real-life confusion. Fans even emailed Christensen about the nonexistent plans, forcing him to clarify: It’s just a show.
But the series’ influence is undeniable. Over 16 million viewers tuned into Yellowstone’s final season premiere, while its prequel *1923* drew 14 million. The show romanticizes Montana’s rugged landscapes, fueling a surge in demand for Western-style living. As remote work took off during the pandemic, wealthy buyers flocked to Montana, driving home prices up 85% by 2024. The “Dutton Ranch dream” has led to sprawling ranchettes and luxury developments, earning Bozeman the nickname “Bozangeles.”
Yet this boom threatens the very wilderness that draws people in. Elk herds wander into subdivisions, bears scavenge trash, and water supplies strain under rapid development. “These areas are being loved to death,” says UC Berkeley professor Arthur Middleton. Political shifts have worsened the issue, with deregulation allowing unchecked growth.
Conservationists worry the show’s popularity isn’t matched by efforts to protect the region. While Yellowstone showcases the landscape’s beauty, its impact on preservation remains unclear. Some hope Paramount and creator Taylor Sheridan will invest in conservation, but so far, there’s no commitment.
Montana has seen this before—films like A River Runs Through It (1992) spurred tourism and land rushes. Even Yellowstone National Park’s creation in 1872 was influenced by artists’ depictions, not just science. Now, as the West faces another transformation, the question lingers: Can pop culture inspire protection, or will it accelerate destruction?
For more information: The Hollywood Reporter’s April 2025 Sustainability issue.. Click here for more on the issue
Top Photo by Casey Bebernes on pexels
Lower Photo by Channel Iskatel @pixels
