The challenge

For decades, the Western Folklife Center has hosted the National Cowboy Poetry Gathering, offering a platform for cowboys, ranchers and other frontier folks to share their unique stories of life in the west. However, with few exceptions, the unique experience of the National Cowboy Poetry Gathering had to be enjoyed in person in the remote town of Elko, Nevada, during a frigid week in winter. With the launch of Western Folklife Center TV in 2022, this unique form of entertainment is now available 24/7 to subscribers of the streaming service. Estipona Group was charged with letting fans of cowboy poetry know they could access this unique entertainment anywhere they had internet access.