Paramount’s “Yellowstone” has snatched the fandom of many (16 million tuned in to its Season 5 premiere), so it brought the Dutton Ranch to one of the largest country music festivals to meet some of its target audience. The Ranch was relocated to the California desert in the form of an identical setup that entailed the Dutton Ranch archway, a double-sided photo op with a barn accompanied by landscaping and saddles, a leather branding station, a 20’ tall “Y” brand mark, the Yellowstone airstream trailer and multiple seating areas. More than 100,000 attendees engaged with Yellowstone talent and branding at the event.
