STEAMBOAT SPRINGS evokes an era when cattle ranchers roamed its streets and locals preferred Stetsons to ski vests. But in recent years, Steamboat has sought to shed a bit of its family-friendly image as a cowboy theme park and embrace its inner Breckenridge. The town, nestled along the Yampa River in northwest Colorado, has installed an array of new après-ski bars, haute cuisine restaurants and late-night haunts, as well as upscale lodgings, like One Steamboat Place, that can rival anything at Vail or Aspen. The centerpiece of Steamboat’s face-lift, which coincides with the resort’s 50th anniversary, is a redeveloped promenade at the base of its gondola, with a heated walkway, a musical stage and a three-tiered ice castle. Families still flock to Steamboat for its dude ranches and hot springs. But after the children are put to bed, its downtown comes alive with an impressive night life and innovative culinary scene. “It’s still a cowboy ski town,” said Gerry Verdoner, bar manager of Sweetwater Grill. “But now there’s more balance.”

Friday

5 p.m.

1. JOHN WAYNE’S WARDROBE

To get a sense of Steamboat’s Old West ambience, take a stroll down Lincoln Avenue. The main drag is lined with the usual tourist traps but also has a few surprises, including shops that feel like time capsules of Steamboat’s cattle ranching past. A case in point is F. M. Light & Sons (830 Lincoln Avenue; 970-879-1822; fmlight.com), which looks as if it hasn’t changed since it opened its doors in 1905. The shop sells Stetsons cut from real buffalo fur and fire-engine-red rodeo shirts emblazoned with poker cards. Look for the retail shrine of sorts to John Wayne tucked within the store.

6 p.m.

2. TOP CHEF STEAMBOAT

Until recently, fine dining in Steamboat was limited to Café Diva (1855 Ski Time Square Drive; 970-871-0508, cafediva.com), whose red velvety interior and refined menu appeal to well-heeled visitors who don’t mind forking over $40 for their somewhat predictable but nicely presented entrees of elk and other wild game. Now a new wave of restaurateurs is colonizing Steamboat with inventive menus, ranging from farm-to-table to tapas-style cuisine. A spot that has become popular among locals is Bistro C.V. (345 Lincoln Avenue, 970-879-4197; bistrocv.com), with its industrial-chic décor — including a curvilinear ceiling spangled with funky minimalist light fixtures and a blond wood bar — and colorful dishes to match. The chef, Brian Vaughn (the “V” in the title), tops his wagyu-beef burgers with foie gras ($21) and marinates his chicken in maple syrup ($26).

8 p.m.

3. GHOST BUSKERS

For something a bit more rustic, head to the multilevel saloon Ghost Ranch Steamboat (56 Seventh Street; 970-879-9898; ghostranchsteamboat.com), revamped and under new management. But its Wild West trimmings are still intact, including the animal trophies adorning its walls, the old wooden booths that look as if they’ve been lifted from the set of “Deadwood” and the spacious dance floor that fills up most weekends with a tipsy, all-age crowd two-stepping to the live music.