In the early decades of the 20th century, cattle ranchers in the American west began to open their ranches to paying guests from out of town — also known as “dudes” in cowboy parlance. With the demand for cattle dropping after the end of World War I, many ranchers saw catering to dudes as a promising source of income.

For the dudes, a retreat to the open spaces and fresh air of the west was a cure for the claustrophobia and anxiety of city life. Participating in the daily chores of ranch life was a refreshing and romantic alternative to office drudgery.

As more and more dudes flocked west, many ranchers abandoned cattle altogether and focused exclusively on housing and entertaining guests with horseback rides, hiking, fishing and skiing.

By 1940, there were 25,000 visitors to dude ranches each year. Many ranches were essentially resorts with a little bit of western flavor. Ranch owners hired fewer experienced hands, instead taking on handsome college kids who could play the part of the dashing cowboy for paying guests.