I recently put up my 2024 batch of new main-gate banners, and like clockwork, they’ve become quite the source of discussion and location for selfies in Paradise Valley. I’ve even been asked for my old retired banners by total strangers.
I don’t have to announce my political and industry allegiances; but, I’m hardly the only rancher to use my amply wide main gate to do so. Just seems in Paradise Valley, my new signs are a real source of glee to some and consternation for others. One thing is certain, no matter what he may think of my politics, I’m one of our local sign maker’s favorite customers.
So ya know, many of my banners are broadly patriotic, and most are also conservative in nature. I have one or two favorite politicians who I always rally for, and if I can do that in a humorous way, all the better. I’m also big on supporting US beef producers. Sometimes that includes straightforward support for US ranchers and other times that means taking on government agencies or corporate multinationals who unfairly or illegally threaten our economic viability and/or way of life.
I usually start with a couple banners around the new year, then add to the mix if issues either interest or enrage me.
My new banners were a bit late going up this year because I have been recovering from hip replacement surgery. Now that they’ve been up a week or so, I’ve already been called and chewed out by haters and sent links to them being featured on line by fans.
For the folks who call and complain, I always just comment that the banners are just my opinion and they certainly don’t have to drive all the way out to my lonely country lane to offend themselves. I usually offer alternative directions out to the desert or the reservoir if the drive by my place is too painful for them. I’ve also been accused of blocking their view with my banners, to which I reply…unless you have already trespassed onto the ranch, I own that view, and if you just keep driving another 50 ft, it’ll reappear in all its scenic beauty.
I spent a career in media and advertising before moving way out west and I’ll be the first to tell you that main gate banners are a terrible investment as far as advertising “bang for your buck” goes. So why do I continue to put them up? Plain and simple, because it makes me feel good to do so. I’m happy when friends and neighbors are delighted by the signs and even more tickled when people go nuts and call to complain. I have no idea why my particular point of view pushes so many buttons, but, it’s sure an amusing exercise out here in redneck country.
Kris Stewart is a rancher in Paradise Valley, NV.