Live the Code
A Future Vision
A Commitment to the Ideals of the West
The American West has long been shaped by individuals who live by a code — courage in uncertainty, integrity in action, resilience in hardship and responsibility to something larger than themselves.
The National Cowboy & Western Heritage Museum exists to preserve and interpret that spirit — expressed through stories of resilience, innovation and character. It is our privilege to steward those stories and the enduring ideals they reflect.
Live the Code. Build the Future.
Live the Code is a comprehensive capital campaign designed to ensure the Museum’s storytelling, collections and infrastructure are worthy of the legacy they represent.
This isn’t expansion for its own sake.
It’s about ensuring the ideals of the West remain vibrant, relevant and accessible for the future
Strengthening the Museum for Generations to Come
Live the Code was launched to:
➢Transform guest experiences through immersive storytelling
➢Expand and modernize vault storage for the greatest collection of Western art and artifacts
➢Elevate and provide better access to our expansive archives in the Dickinson Research Center
➢Strengthen the Museum’s physical and digital infrastructure
The campaign represents a comprehensive investment in how we preserve, interpret and share the
diverse stories of the American West.
The Code at Work
Because of visionary philanthropic leadership, the majority of Live the Code initiatives are now complete.
These projects have strengthened and elevated the Museum at every level — enhancing guest experience, advancing interpretation and reinforcing the stewardship of one of the world’s most significant collections of Western art and artifacts.
What follows represents the tangible results of donor investment.
Find Your West — Immersive Orientation Experience
The reimagined West Hallway now serves as a cinematic prologue to the Museum experience.
Through immersive projection, dimensional set pieces and environmental storytelling, guests encounter the landscapes, people and defining moments that shaped the West — inviting each visitor to discover their own connection to its enduring spirit.
This installation established the foundation for immersive storytelling across the Museum.
The Code of the West — An Interactive Exploration of Character
Rooted in the enduring values of the West — courage, loyalty, hard work and personal responsibility — this interactive experience invites guests to reflect on the traits that define their own lives.
Through technology and guided engagement, guests of all ages explore what it means to “Live the Code” in today’s world.
This installation bridges history and personal aspiration — reinforcing that the Code is not a relic, but a living ethic.
“The Cowboy: An Immersive Journey”
This 360-degree cinematic experience surrounds guests with the landscapes, stories and voices that shaped the American West.
Sweeping projection, dynamic sound design and historic imagery create an unforgettable encounter with the West’s diversity and complexity.
It is a bold new benchmark in experiential storytelling — and a cornerstone of the Live the Code vision.
Safeguarding the Collection. Strengthening the Foundation.
Behind every gallery experience stands a commitment to preservation.
Live the Code has delivered:
Expansion of the Atherton Family Vault
High-density storage enhancements
HVAC and environmental upgrades
Parking lot resurfacing and expanded access
New guest canopy and landscaping
Classroom renovations
Front desk modernization
Backup power generation
These improvements ensure the Museum’s internationally renowned collection — and the guests who
experience it — are protected for generations to come.
The Next Frontier
While much has been accomplished, key initiatives remain — including projects essential to
preservation, research access and the future of rodeo storytelling.
Reimagining the American Rodeo Gallery
Rodeo is not merely sport — it is a living cultural tradition that defines Western identity.
The proposed renovation will transform the current gallery into a state-of-the-art arena experience featuring:
– A suspended four-sided jumbotron
– 24-screen panoramic video wall
– Motion-based rodeo simulations
– Interactive global rodeo mapping
– A fully redesigned National Rodeo Hall of Fame installation
This renovation will preserve rodeo’s legacy while presenting it with the power, emotion and innovation the sport deserves.
As the original home of the National Rodeo Hall of Fame, the Museum is uniquely positioned to lead this transformation.
The American Rodeo Gallery is the central focus of Live the Code in 2026.
Preservation and Access
Final expansion of vault capacity remains essential to protecting fragile works and
accommodating future growth of the collection.
In addition, relocating and enhancing the Dickinson Research Center’s front-facing presence will:
– Increase accessibility for scholars and researchers
– Elevate public visibility of archival holdings
– Strengthen the Museum’s role as a research institution
Together, these efforts ensure that preservation and scholarship remain as central to the Museum’s mission as exhibition and public engagement.
Live the Code. Finish the Work.
The Live the Code campaign represents a generational investment in Western heritage.
The vision is clear. The momentum is real. The impact is already visible.
Now, we invite partners, industry leaders and friends of the West to help complete this transformational effort — ensuring that the stories, ideals and traditions of the American West endure for decades to come.
Together, we will Live the Code.
News
Economic Impact Study Reveals National Cowboy & Western Heritage Museum’s Key Role as Economic Driver in Oklahoma
A recent economic impact study conducted by RegionTrack shows the significant contribution that The National Cowboy & Western Heritage Museum has had to the Oklahoma City and Oklahoma economies thought its ongoing operations, capital investments and visitor attractions. The study, projecting a total economic impact of $313 million to the state in this decade, illustrates the Museum is not only a cultural landmark that preserves the history of the American West but is also a vital economic engine for the city and the state.
Inasmuch Foundation Directors Visit the National Cowboy & Western Heritage Museum to Bestow a Major Gift
National Cowboy & Western Heritage Museum Announces Find Your West Immersive Exhibit Opening
William S. and Ann Atherton Foundation Provides Transformational Gift to The National Cowboy & Western Heritage Museum’s Live the Code Capital Campaign
The National Cowboy & Western Heritage Museum Unveils Code of the West Interactive Exhibit
The National Cowboy & Western Heritage Museum Launches Live the Code Capital Campaign
