Amid the super highway hype of digital this and techno that, there exists an industry offering customers an escape from their harried lifestyles - where the slower paced, non-electronic days of old are embraced by all who visit. While a number of dude ranches have shut down in recent years, those that have endured are becoming increasingly popular.
Tucson has the honor of being home to the longest continuously running guest ranch in the nation - Tanque Verde Ranch Resort - nestled in the shadows of the Rincon Mountains at the eastern end of Speedway.
The property, which now encompasses 60,000 acres, changed hands just twice after Mexican hacienda owner Emilio Carrillo bought it in 1868. Then 40 years later his family sold it to Jim Converse, who began inviting easterners to participate in cattle roundups and other ranch activities. Brownie Cote, owner of several camps in Minnesota, purchased the land in 1957 and recruited his northern employees to work here during winters. He expanded the existing operation, which today is in the hands of Brownie’s son, Bob Cote. Including its ranching years prior to the Cote family’s involvement, it is the oldest business in Tucson.
Paul “Gus” Gustafson, also from Minnesota, came to Tucson 19 years ago to teach tennis at the ranch. Attracted to the family atmosphere, he stayed on and now wears the hat of general manager.
Dude ranch vacations, claimed Gustafson, saw a large boost in popularity after the release of the 1991 comedy film “City Slickers” in which regular folks gained hands-on experience helping real cowboys with in-the-saddle ranching chores. The movie inspired Cote and management to add guest-participation roundups, which take place at Bellota Ranch, a property off Redington Road, also owned by the Cote family.
“For about 15 years we’ve been doing it. We run cattle at that property, we can do cattle roundups,” Gustafson said of the Bellota Ranch property.
Two years ago, team penning was started at the Tanque Verde Ranch’s arena and is now held twice a week. Other horse programs include pack trips; ride-and-seek, a family scavenger hunt on horseback; and the horsemanship courses Harmony With Horses and Women of the West. They are both five-day, in-depth training activities in which participants learn about equestrian body cues, riding and the care of horses.
“Both are emotional programs,” noted Gustafson.
Trail riding is offered daily, entertainment is available every night, and twice each week the ranch holds an outdoor barbecue with a cowboy singer and Western dancing. Other nighttime programs include talks on local history, bats and nature.
Guests stay an average of 5½ days, according to Gustafson; during holidays it’s one week.
“For the full ranch experience, we encourage at least four nights to get into the routine,” he said.
Unlike some other resorts that may slow down during the holidays, these are busy times for the ranch, he stated.
“Sixty-five percent of people booked Thanksgiving for next year when they left. One family took an entire row of rooms,” he said.
He says 68 percent of the ranch’s business is from return guests.
Despite the authentic ranch feel, accommodations are certainly not rustic. A small spa with three treatment rooms was added five years ago. Guests can enjoy swimming pools, hot tubs and tennis courts. Special areas on the front lawn and the Rincon Terrace were added for weddings, which Gustafson said have become a growing part of the business. In order to reach out to a broader guest base and compete with resorts offering similar amenities, the name was changed from Tanque Verde Guest Ranch to Tanque Verde Ranch Resort.
Two years ago 48 guestrooms underwent remodeling, followed by updates to the banquet facilities and the main dining room. The resort can accommodate 270 overnight guests, and pricing, except for the special horse programs and spa treatments, is all-inclusive.
In the past two years, the resort received a handful of prestigious awards. The Travel Channel selected it a Top 10 Family Vacation Destination; it received a Best of the West Best Ranch designation; and Conde Nast Traveler magazine selected Tanque Verde Ranch Resort as a Top Five Ranch.
While most of its advertising dollars are spent within the United States, the resort doesn’t ignore travelers from other countries. Its website is offered in eight different languages and staff members are accustomed to working with foreign tour operators. Gustafson noted that 18 percent of total business is from the United Kingdom, with a small amount coming from other parts of Europe. And he’s noticed that Asian traffic has picked up in the last few years.
The Internet is the company’s best sales vehicle, Gustafson said, with word-of-mouth coming in second. In addition to its own site, the ranch is featured on the Metropolitan Tucson Convention and Visitors Bureau’s website.
To reach new audiences, “We’re doing out-of-the-box things,” Gustafson said. “We were on ‘Let’s Make A Deal.’ We were the prize on Nov. 12.” In March, contestants on “Wheel of Fortune” will also have the chance to win a ranch package.
During summer slow periods, guests can find lower rates and special promotions, such as stay seven nights, pay for five. Last summer the resort offered à la carte experiences that didn’t require an overnight stay, including the sunset ride and evening barbecue.
“A slower economy forces you to innovate,” Gustafson said.
As for the noticeable decline in Tucson area guest ranches, Gustafson said they are all sad about it.
“It’s a labor of love. You do it because you believe in the experience. We give great memories for families.” However, he said, “More people are looking for new properties, so it’s a positive for us. We offer as good or better a guest experience as anyone.”
Biz Facts14301 E. Speedway
Tanque Verde Ranch Resort
(520) 296-6275
100 full-time employees/150 during peak season
Christy Krueger is a Tucson-based freelance writer.