A real experience with real value is who and what we are and always have been.” These words are written by Russell True, President of the *Dude Ranchers’ Association. They’re found in a recent open letter to membership, in which True reminds ranchers that although these times are “uncertain” their industry hasn’t survived for more than a century by backing down in the face of adversity. Ranchers are a resilient breed. Many DRA ranches are owned and operated by third, fourth even the fifth generation of the same family! Their survival throughout the stormiest chapters of history is testimony to the hardiness of ranchers as well as the tremendous appeal of the guest ranch as a family vacation destination. Why do so many families opt for a dude ranch vacation year after year? Value tops the list. No other segment of the adventure travel industry even comes close in this respect.

True to form, DRA member ranches are bucking up to meet current tough times head-on, by adding even more value to the quintessential Western vacation. From the Alberta Rockies to the Arkansas Ozarks, ranchers are extending incredible travel deals and packages. As True puts it, “Cabins in spectacular locations, horseback riding, three meals daily, activities and entertainment all in one, the value quickly becomes obvious…giving (families) time and memories. without constantly reaching into their pocket until its empty.”

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