“Yellowstone” has become one of the hottest shows streaming. Filmed on location in the West, much of it in Montana, the scripted drama tells the story of a modern day ranch owner John Dutton, played by Kevin Costner, and his family dynasty.
The storyline is deliciously captivating, with back-stabbing and family intrigue, high stakes power plays and dramatic plot twists, but the cinematography is a major element of the appeal. Sweeping vistas, snow-capped mountains and charming small towns are captured throughout the episodes.
Still, ask native Montanans what they think of the show, though, and you’ll likely be met with grimaces and criticism.
Ginger Rice, a lifelong resident of the state, said she initially vowed not to watch the series after seeing just one episode.
“It’s unreal,” she said. “It doesn’t portray Bozeman or Montana life as far as I’m concerned.”
Yet Rice, who admits the show eventually sucked her in, also recognizes that the show makes her home state alluring to viewers: “Do you see what our state looks like? The mountains and prairies and who can can’t love this?”
The production itself has a significant economic impact on the state, according to a study by the University of Montana. When season four was shot on location last year, the production spent $72 million dollars in the state, with businesses in the state getting another $85 million economic boost. The study was funded, in part by Paramount, which owns the show.
That study did not quantify the impact of all the free advertising Montana gets from “Yellowstone.” But it’s clear the fictional John Dutton and his fictional sprawling ranch have given rich city slickers an idea of what it would be like to become a real-life baron of the Wild West.
A still from the TV series Yellowstone on Paramount Networks that is set in Montana.
Courtesy: Paramount Networks.
“We’ve had an influx of all sorts of wealthy individuals looking for ranches,” Robert Keith, founder of boutique investment firm Beartooth Group, told CNBC. “They’re looking to own really amazing large properties.”
As demand for land and homes has soared, prices have followed suit.
Around Bozeman, the median cost of a single-family home spiked from less than $500,000 before the pandemic to nearly $750,000 according to the Gallatin Association of Realtors. The areas around Missoula and Kalispell saw even more dramatic price increases. Rents are so high that even working professionals are having a tough time finding housing they can afford. And some landlords, seeking higher rents, aren’t renewing leases with tenants.
Huge demand in Big Sky
Big Sky Country’s population boom had been years in the making. Montana, the eighth smallest state by population, now has a population of more than 1.1 million people. From 2010 to 2020, the state grew 9.6% according to the U.S Census Bureau.
Then came Covid and remote work. In 2021, Montana became one of the fastest growing locations in the nation, according to the U.S. Census Bureau.
“A lot of our…
Read More: ‘Yellowstone’ boom pits lifetime Montana residents against wealthy