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Cowboy hats paired with a tailored suit, live country music and two-step dancing - it's not Yellowstone, it's Fort Worth in Texas.
America's fastest growing city is embracing Western mania in the hopes the culture will lure more residents.
With her sights set on reliable infrastructure, crime, homelessness and creating more public parks, Mayor Mattie Parker is focusing on expansion without losing the Fort Worth's character.
'Fort Worth continues to be an incredibly unique city that is very proud of our Western heritage,' the Republican says.
'And the timing couldn't be better because of this fanfare and frenzy over Yellowstone and 1923.'
Mayor Mattie Parker is focused on expansion but not compromising Fort Worth's culture
The town's Western characteristics are luring people from around America
Mania created by shows like Yellowstone and 1923 are driving up population
The shows, created by writer Taylor Sheridan who was raised in Fort Worth, have given the area a new edge.
'Welcome to the west' declares the city's slogan - an inviting sentiment for Americans looking to relocate outside of the mainstream.
While bigger metros struggle to bounce back post-pandemic, the opportunity to step up to the plate isn't lost on Parker.
'How you respond to a mental health crisis looks different today in 2023 than it did in 1985, and needs to, and we have a department that's focused on that,' she said.
'If you're not a safe city, no one wants to live there. I mean, look at San Francisco right now.'
Her work is being noticed, with 50,000 people flocking to Fort Worth last year, making it the 13th biggest city in the country.
Fort Worth has a reputation for being a destination for the oil and gas, aerospace and defense industries, whereas Dallas is considered a white-collar business hub with a specialism in financial services and real estate.
In June 2022, Caterpillar announced it would relocate its headquarters from Illinois to Irving - the fifth largest city in the Dallas-Fort Worth metro area and not far from Dallas-Fort Worth airport.
A Fort Worth Police Department officer patrols on a horse through the Fort Worth Stockyards
Fort Worth has a reputation for being a destination for the oil and gas, aerospace and defense industries.
The craze around Western culture has coincided with the popularity of the TV show Yellowstone
Showrunner Sheridan (pictured) filmed much of its spinoff series 1883 on his Four Sixes Ranch
A boom of $2.3 billion in construction projects are under development or in early pre-planning stages, according to Todd Burnette, managing director at real estate firm JLL.
Real estate brokers who have been dealing in legacy ranches for decades say unprecedented demand and increasingly limited supply is sending the cost of land to new highs.
These colossal ranches are not only a safe investment, but also offer their modern owners private playgrounds.
'In the last few years the ranch market has just gone crazy,' said Hunter Harrigan, whose father Dave Harrigan founded Harrigan Land Company around 30 years ago.
'People aren't necessarily buying these ranches anymore for what they can produce in income, but the long-term appreciation,' he told DailyMail.com.
The craze around ranches has also coincided with the explosion in popularity of Yellowstone, which last year became the most popular show on cable TV.
Showrunner Sheridan filmed much of its spinoff series 1883 on the Four Sixes Ranch, which he bought himself in January 2022 for around $350million, along with a group of other investors.
The historic ranch has served as the setting for a number of his shows but is also one of the largest and most prestigious ranches in the country.
Four Sixes Ranch in Texas is one of the largest and most prestigious ranches in the country
Four Sixes measures around 20 miles from north to south and 12 miles from east to west
There are around 20 full-time cowboys working on Four Sixes, which traditionally dealt in cattle and now also in horses
Located in the Rolling Plains of west Texas, Four Sixes is almost the size of Los Angeles at around 270,000 acres. Within it are several rivers, spanning miles, as well as its own water filtration plant.
'They're three different ranches that were all sold to the same buyer - to Taylor Sheridan and his group,' said Sam Middleton, the third-generation owner of Chas. S. Middleton and Son, a broker for the seller of the ranches.
'It's hard to say what any one ranch sold for because it was a cash lump sum on all three ranches,' he told DailyMail.com.
'Four Sixes was roughly 143,000 acres, then you hade the Dixon Creek, 116,000 acres and then the Frisco Creek ranch was a little less than 10,000, so altogether it was 267,000,' he said.
According to Harrigan, water and mineral rights are of crucial importance to somebody on the market for a ranch and can massively enhance its value.
'In most of the western states, minerals and water is a separate estate,' he said. 'If you can find a ranch where the mineral rights are intact it gives you more control of your land and the more valuable it is.'