Top 100 cultural trends shaping the West

The ideas, people, places, and things that are making life out here better right now

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Experience trumps consumption
Photo by Simon Perkins

#76: Experience trumps consumption

Research shows that doing things tends to make us happier than buying things—and, let’s face it, the West is one of the best places to learn a new hobby. Lately, we’ve fallen for fly-fishing, which combines the thrill of catching fish with spending time (a lot of time) in beautiful landscapes. PRO Outfitters (, based in Helena, Montana, is one of the best guiding outfits around: Dip your toe in with a day trip ($500 for 2), or book a five-night stay at their luxe tent camp on the Blackfoot River (May–Sep; $2,780 for 2 with meals). The memories will make you a heck of a lot happier than, say, a new wing chair.


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