Lead Photo Credit: @milliondollarcowboybar Instagram
The Million Dollar Cowboy Bar on Jackson’s Town Square has 78,000 Instagram followers. The ski town local bar that residents actually walk into after their shift has 3,252. While I’m not a math guy, the numerical difference is obviously polarizing, yet it has absolutely nothing to do with where people in town are actually spending their Tuesday night.
Million Dollar Cowboy Bar in Jackson Hole. Source: Million Dollar Cowboy Bar
The Bar Instagram Sends You To
The Million Dollar Cowboy Bar, earned its fame honestly over the years, and there is no doubt that it should be at the top of your list of places to go when visiting Jackson. The neon bucking bronco out front is one of the most photographed landmarks in Jackson rivaled only by the antler arch that resides across the street. Saddle bar stools, silver dollars set into the bar top and taxidermy throughout are part of the aura that people pay a cover for almost every night of the week without even batting an eye. Men’s Journal once named it the top cowboy bar in the country. In 2025, a fine art photographer has even shot an entire print series there. It is by all accounts an outstanding bar. It is also, per reviews, a tourist attraction and therefore quite different from where the town actually drinks.
Where Jackson Hole Locals Actually Drink
Head west down Broadway and you’ll find the Virginian Saloon. There, the room changes completely. Saddle bar stools? Nope. Silver Dollars in the bar top? Not a chance. Instead you’ll find a daily happy hour that saves you a couple of bucks on your draft beer and karaoke on Wednesdays that has nothing to do with photo ops.
Sunday Church at the Stagecoach Bar. Source: Jackson Hole Real Estate
A little further down the road in Wilson, you’ll find the Stagecoach Bar. Open since 1942, this local legendary haunt has had the same band play on Sunday nights for decades, a ritual that is lovingly referred to as “Sunday Church.” It’s Instagram bio isn’t trying to hide it. It reads “Locals Favorite” and the follower count backs it up, just 1235 compared to that lofty 78K of the Cowboy Bar.
Where Do Jackson Hole Locals Actually Drink?
Ski patrol, lefties, and seasonal staff will most often avoid the bar with the neon sign after their shift and make their way to the Virginian for cheap beer and the Stagecoach for Sunday Church. No cover, no lines and none of the Instafame that sends the tourists right to town scquare.
It’s Not Just Jackson Hole
Aspen, Colorado
Aspen isn’t much different. Ajax Tavern at the base of the gondola pulls the Instagram crowd. There is no doubt that the truffle fries and people watching are worth it, especially with a flute of Veuve in hand, but tucked away in a basement just a few blocks off the mall, you’ll find the true locals bar. Zane’s Tavern, markets itself as just that and with cheap beer, wings and sports on every TV the conversation runs as deep as the snow totals. The focus here is never on your next Instagram post.
Zane’s Tavern in Aspen. Source: GoSnowmass
Telluride, Colorado
Telluride has its own version of this split too. Main Street there is as photogenic as they come and draws all the tourists. Meanwhile the Last Dollar Saloon, known to locals simply as “The Buck,” has been pouring pitchers and running the same jukebox for almost forty years straight.
The Last Dollar Saloon (‘The Buck’) in Telluride. Source: Visit Telluride
The Divide Isn’t New, It’s Just Measurable Now
The divide between local and tourist bars is nothing new. Locals have avoided the famous bars since before geotags were a thing. The difference today is that you can now quantify it. One hundred to one in followers…the gap tells you everything about which bar the town was built around. So next time you’re in town, maybe dive a bit deeper than those raucous IG posts. There you’ll find your pew for Sunday Church and you can let the tourists keep their photo. I bet you’ll have the better time.
About the Author
Rich Stoner is the founder of the après-ski lifestyle clothing and media brand, All About Après. He is also the co-host of the Après All Day Podcast. No stranger to the ski and après-ski scene, Rich has been a long time contributor for many publications on topics like skiing, travel, gear, beer and food. However, his passion is on the slopes and enjoying good times with good people. You can find him perfecting his craft carving turns and drinking beers in the Green Mountains of Vermont. @allaboutapres