Sam Centre

Since its inception in 1912, the Calgary Stampede has brought people together to celebrate rodeo, music and arts, community, pride of place and western hospitality.

Our goal was to reveal the unifying force that makes the Stampede so special–the many ways in which this unique cultural event inspires a deep sense of joy, excitement, belonging, and loyalty in all who participate.

Since Sam Centre was built from scratch, the CSF invited our team to work with the architects on defining the vision for the place. The result is a remarkably seamless fit between architecture and design—an aesthetic that celebrates the Stampede’s western heritage in a space with a resolutely modern feel.

The CSF team knew that to get to the heart of what Stampede means, and for guests to feel a strong emotional connection with the content, it was essential to gather many stories—especially from the thousands of people who are passionately involved in this organization, from rodeo athletes to volunteers to entertainers to veterinarians.

Our role was to showcase these stories in ways that would engage, surprise, and inspire at every turn. We opted for a rich variety of storytelling means, including cutting-edge multimedia content and digital interactives alongside artifact displays, original artwork, and hands-on activities.

Setting the stage for the Sam Centre experience is the 270-degree multimedia show, Stampede Sensations. No sooner are visitors ushered into the space than they’re caught up in the excitement of Day 1 of Stampede, from the inaugural Parade to the competitions to the Grandstand show and fireworks. Directional video and sound, along with vibrations in the haptic floor, make the experience all the more real and thrilling.

Visitors also get to meet individuals who are passionate about Stampede – a Showband musician, a Tipi Holder from Tsuut’ina Nation, a 6-horse hitch driver, a saddle bronc rider, a bullfighter, a barrel racer, a relay racer, and a chuckwagon driver. All talk candidly about what the Stampede means to them, revealing facets that most people rarely get to see.

Collaboration was key to this project from start to finish. As our team developed the design and content, the CSF held regular meetings with advisory groups to obtain their feedback. Thanks to this co-creative process, we were able to create an experience that feels 100% authentic—both to those who know and love the Stampede and those discovering it for the first time.

This inclusive spirit is perfectly captured in the eye-catching horse that welcomes visitors to the exhibition. Overlapping wooden panels with a multi-coloured criss-cross motif evoke the energy of Stampede and its diverse communities, along with the many stories that make up its ever-evolving legacy.