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Case Study: The Big Four

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With the assistance of local livestock agent H. C. McMullen, Weadick convinced four local businessmen, Pat Burns, George Lane, A. J. McLean, and A. E. Cross (better known today as The Big Four) to donate $100,000 towards funding the Stampede. The Big Four saw this project as a final celebration of their life as ranchers, a chance to share their lifestyle and love of everything western. 100,000 people attended the event in September 1912, which lasted 6 days. Voyeurs watched hundreds of cowboys from Western Canada, the United States and Mexico compete for $20,000 in prizes. The event generated $120,000 in revenue and was hailed a huge success for

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