A UNESCO World Heritage Site in Alberta has recently experienced a surge in interest following a mention in a well-known American television series — and its marketing director is optimistic that this newfound intrigue will lead to a lively summer.

The location, Head-Smashed-In Buffalo Jump, was referenced in a recent episode of the Golden Globe-winning medical drama, The Pitt.

In this episode, Dr. Michael (Robby) Robinavitch, portrayed by actor Noah Wyle, reveals his plans to take a sabbatical at this historic site located in the foothills of the Canadian Rockies.

“I’ve never experienced the badlands,” he comments in the episode that aired on January 8.

Head-Smashed-In Buffalo Jump is situated approximately 185 kilometers south of Calgary. Indigenous peoples utilized this site for millennia to guide bison herds, creating a stampede over an 11-meter cliff to harvest the animals.

The interpretive center, featuring multi-level layouts incorporated into the sandstone cliff, delves into Blackfoot tradition, local ecosystems, and archaeological discoveries, directing visitors to a scenic cliff-top trail.

Quinton Crow Shoe, who oversees marketing at Head-Smashed-In Buffalo Jump, mentioned that staff have been hearing from some guests that the show sparked their interest.

“Due to that mention, they opted to venture off the typical route,” he stated in an interview.

According to him, their social media and email communications have been buzzing since the show aired.

“I wasn’t aware of the scale of that show. And, the mention itself generates significant awareness and intrigue,” Crow Shoe commented. “We’re thankful for it and are enjoying the experience.”

Designated a World Heritage Site in 1981, the interpretive center will commemorate its 40th anniversary next year. It welcomes around 60,000 guests annually.

Crow Shoe indicated that the excitement surrounding the buffalo jump remains strong, expressing hopes that the recent increase in interest will lead to higher attendance and more bus tours during the peak season, which runs from May to September.

Other initiatives — such as discounts offered through the national Canada Strong Pass — have also positively influenced visitor numbers, he noted.

Crow Shoe emphasized that Head-Smashed-In is part of a network of attractions in southern Alberta — from Writing-on-Stone Provincial Park in the badlands to Waterton Lakes National Park where the mountains begin — that encourage visitors to explore the region extensively.

“We always strive for success by supporting one another.”

The provincial marketing agency Travel Alberta capitalized on this moment by producing a promotional video featuring characters from the TV series superimposed against the backdrop of Head-Smashed-In Buffalo Jump’s cliffs.

Alberta Culture Minister Tanya Fir shared the TV clip on social media, adding, “Dr. Robby is headed to Alberta!”

“We take pride in how Alberta’s history, narratives, and cultural landmarks continue to leave an enduring mark on global audiences,” Fir expressed.

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