When you walk through the town Cody, Wyoming, you cannot help but channel your inner cowboy or cowgirl thirsting for some of the untamed and rugged adventure that is signature of the American West. 

You also cannot walk through Cody without seeing the famous name tied to the town—Buffalo Bill Cody. 

Buffalo Bill’s name echoes literally and figuratively through the canyons of the Absarokas mountains, and it is immortalized on nearly every hotel, restaurant, attraction, storefront, and even branded on gift shop caramels.

Buffalo Bill’s likeness on gift shop candies. Photo by Anietra Hamper

Buffalo Bill was a showman and businessman with a lasting prominence beyond the impact of his Buffalo Bill Wild West Show that brought him international fame. He founded Cody in 1895 and you cannot throw a lasso in any direction in town without the reminder. The acclaim is well-deserved as he is a man held in high regard for establishing the town and creating opportunities for the first settlers who lived there.

In Cody, Wyoming, today’s visitors get to immerse themselves in a wild west world that the American legend created, promoted, and that still finds a lasting prominence, just like his real Wild West Show from the late 1800s. When it comes to conservation of legends, Buffalo Bill has set the bar high with a namesake that is praised but equally aligned with jealousy, copycats and legacy. 

Marc Schmeiser who portrays Buffalo Bill Cody at local dinner theaters. Photo by Marc Schmeiser

Buffalo Bill everywhere you turn

Marc Schmeiser moonlights as Buffalo Bill Cody almost every night the same way he has for more than 18 years. He’s fit for the role as Schmeiser is a spitting image of the American legend with the signature Stetson cowboy hat, long hair, neckerchief, and fringe leather jacket. 

“At first I was intimidated because he was such an historical character known worldwide,” said Schmeiser.

While Schmeiser was originally hired by a talent scout specifically looking for a Buffalo Bill doppelganger, he has comfortably settled into the role entertaining people at dinner shows like the Cody Cattle Company on a regular basis. He is the introduction to Cody for many new visitors and the first of literally hundreds of times they will see Buffalo Bill’s likeness during their stay. 

The Park County, Wyoming Archives confirms there are more than 175 eponymous entities in this county alone incorporating the name of Buffalo Bill or associated with Buffalo Bill. 

Bar and menu at Buffalo Bill’s Irma Hotel. Photo by Anietra Hamper

Visitors can expect to see Buffalo Bill’s name on establishments like the Irma Hotel that he created, and on foundational institutions that pay homage to his contributions like the Buffalo Bill Center of the West or the Buffalo Bill State Park. Some other places leveraging name-dropping include the Buffalo Bill Auto Court, Buffalo Bill’s Antler Inn, and the Buffalo Bill Union 76 Station.

But there’s more. 

Buffalo Bill’s name is tied to businesses in nearly every industry in Cody including steakhouses, a credit union, veterinary hospital, irrigation services, fencing companies, miniature golf, laundry services, billiard parlors, feed companies, bakeries, western clothing, publishing, mining, athletic clubs, realty offices, fine art galleries, laboratories, theaters, infrastructure, pawn shops, beer branding and even a sewing machine shop.

Pictures and postcards of Buffalo Bill in gift shops around Cody. Photo by Anietra Hamper

As a man who was once one of the most recognizable figures in the world, it makes sense that his moniker would add marketing value to every entity it touches.

But as with every great story of legends there are also hidden pieces that do not get as much attention, and as in the case of Buffalo Bill, details that are hidden behind the smoke and mirrors of the real showman.

Beck Avenue street sign in Cody. Photo by Anietra Hamper

When famous names come with controversy

One name you won’t see much around town is George W. T. Beck, Buffalo Bill’s business partner who had just as much to do with the founding of Cody as the man who gets most of the credit. There are several other worthy contributors to the town that get a nod on the occasional street sign, but Beck’s name managed to get that plus a park recognition. Beyond that, most visitors to Cody have never heard of him.

“While Beck focused on the logistics of building a community and completing the Cody Canal, Buffalo Bill promoted the area across the nation and Europe through Buffalo Bill’s Wild West. Buffalo Bill did his job promoting the project too well.  All the early promotional material and news coverage of early Cody, Wyoming, focused on Buffalo Bill and his tales of ‘discovering’ the Big Horn Basin,” said Jeremy Johnston, Tate Endowed Chair of Western History. 

By the turn of the century Buffalo Bill was the most prominent global celebrity with his Wild West Show attracting audiences from across the United States to London, England.

While no one disputes Beck’s significant contributions to Cody, Buffalo Bill the showman was just a better marketer leveraging his connections and fortune in the emerging community. 

“Although lacking the fame of Buffalo Bill, Beck’s political and social connections also played a key role in developing the town, but these contributions lacked the romance and drama of Buffalo Bill’s promotional material,” Johnston said.

Stories about Buffalo Bill shared on trolley rides through Cody. Photo by Anietra Hamper

Even on the trolley ride around Cody today, you will hear the great stories of how the town was founded, but George Beck is still overshadowed by his business partner’s glam and glory. 

“Beck did attempt to name the town another name; however, when Buffalo Bill succeeded in naming it Cody, Beck realized the name would lure in new settlers, businesses, and tourists. A good business move canceled much of the jealousy,” said Johnston.  

While Buffalo Bill’s namesake saturates Cody, not everyone is content with the distribution of recognition. The controversy mostly remains unspoken today, but if you ask historians around town there’s still a rub that sticks like rodeo dust on cowboy boots whenever the subject is mentioned.

Actors dancing in the Wild West Spectacular the Musical in Cody. Photo by Craig Satterlee

Buffalo Bill impersonators

There’s no doubt that the name Buffalo Bill is good for business and marketing which is why so many places use it. The name has a certain ring to it which is likely why long before William F. Cody became known as Buffalo Bill, others were already using the nickname. As notoriety grew for William Cody the showman he evolved as the frontrunner for using the name Buffalo Bill and it eventually became synonymous with his identity.

Naturally fame drew impersonators who saw dollar signs and worked hard to profit from also being Buffalo Bill. According to records from the Buffalo Bill Center of the West it is not uncommon to see old photographs scribed on the back by someone who looks like Buffalo Bill and claims to be “Cody’s double” or stories of imposters who went as far as changing their names in order to claim that Buffalo Bill was their father.

Today’s Buffalo Bill impersonators are more legitimate, using the opportunity to share and preserve the story of this real-life legend and the history of the Cody region.

“Buffalo Bill was an incredibly famous man in his time, and arguably is still well-known,” said Elizabeth Fernandez, Executive Director of the Wild West Spectacular the Musical. “In our show we try to bring to life the character of Buffalo Bill, not just as a performer, but also husband, father, and friend. He was an incredibly generous person both with his time and money, and he was an advocate, especially later in his life for many different demographics.” 

Wild West Spectacular the Musical. Photo by Craig Satterlee

Buffalo Bill’s Wild West Spectacular the Musical has remained a summer staple on the Cody entertainment scene since 2016. Bringing historical characters to life through music, dance and performance allows audiences to experience what western life was like in Cody in the 1800s. It also brings to life Buffalo Bill who most people only know through legendary stories. 

The family-friendly show incorporates trick riding, battle reenactments and actual elements from Buffalo Bill’s famous Wild West Show. Other famous characters like sharpshooter Annie Oakley who were instrumental in Buffalo Bill’s life are also brought to life through original footage from Buffalo Bill’s live performances. 

“Our show incorporates historical facts and uses elements from Buffalo Bill’s life that create a story built around the Wild West Show. Creative license is taken in terms of dialogue which was entirely created for our show. Although we feel we have captured Buffalo Bill accurately, our show isn’t just a historical documentation, it is also meant for entertainment,” Fernandez said.  

Actor Evan Wambeke playing Buffalo Bill in the Wild West Spectacular the Musical. Photo by Wild West Spectacular the Musical

The star of the show, the actor who portrays Buffalo Bill, admits that the name and legend were big boots to fill.

“It’s very exciting stepping into the boots of Buffalo Bill. Especially in Cody, where even today his footprint is so large and prevalent, I feel very connected to the history and culture of the town," said Evan Wambeke, who has portrayed Buffalo Bill in the show since the first season. "Although Buffalo Bill is a Western icon who’s recognized worldwide many don’t know much of the story. I appreciate the opportunity to tell his story and show audiences why he is a face they recognize today."

Like others who occasionally play the part of Buffalo Bill for historical entertainment, Wambeke discovered that becoming the legend is an all-or-nothing proposition. It took time to grow his hair into the proper prairie scout length, and as a high schooler during his first season of the show, having limited facial hair was a challenge for the part.  

“Every show night I had to glue a mustache and goatee on myself. All the time on stage and under the lights it was difficult to keep these integral pieces on my face, not to mention it’s not the most comfortable to act in. After that experience, I decided to go all-in,” Wambeke said. 

All-in meant canceling all haircuts going forward and making what Wambeke calls “beard plan.”

“I’d start growing a full beard in late winter/early spring so when it was time for the show, I could mold it into the Buffalo Bill look. This is what I’ve done ever since. For me the embracing of the physical attributes of Buffalo Bill allows me to further step into the role and his world," he said.

Outdoor patio at the Silver Dollar Bar in Cody. Photo by Anietra Hamper 

Preserving a lasting legacy

Buffalo Bill was a complex character and those who portray him respect and honor the man behind the famous name. For actors like Schmeiser that means being willing to play the part for 8-10 hours a day.

“I have fun with it, but it is a lot of work to be in character,” Schmeiser says in a rare moment breaking out of his persona between engaging with guests at the Cody Cattle Company dinner theater.

Wambeke who just wrapped his eighth season portraying the legend for the Wild West Spectacular the Musical, agrees and says that he also tries to showcase the many sides of Buffalo Bill.“Although he often is this larger-than-life showman, he was also a real person, and that needs to be portrayed in our show,” said Wambeke. “In playing Buffalo Bill I need to be able to tap into the tension he must have felt between his aspirations for greatness and the family. Every move onward and upward takes him further from home.”

Old Time photo studio where tourists can dress up as Buffalo Bill. Photo by Anietra Hamper

The balance between Buffalo Bill the man and Buffalo Bill the showman was always a thin line. He understood that the highest goal of every showman was to engage audiences and leave them wanting more by making them a part of the bigger story. The people in Cody realize the importance of this concept, not just for the Wild West Show, but also for tourists coming into the town that Buffalo Bill founded. 

“It is funny to read early advertisements in the local newspaper promoting the Cody Stampede and Rodeo and encouraging people to dress western for the tourists,” said Johnston.

Visitors at the Buffalo Bill Museum are immersed in the history of his Wild West Show. Photo by Anietra Hamper

Buffalo Bill knew how to work an audience so he likely recognized that his legacy would rest on the ability to keep his name famous and his persona entertaining for all time. 

As tourists transform themselves into Buffalo Bill in old time photos or belly up for a burger and Buffalo Bill beer at the Silver Dollar Bar, perhaps they are playing out what Buffalo Bill intended for his legacy after his death—the ability to turn visitors in Cody into unsuspecting actors on this real-life wild west stage. Everywhere you turn, it's Buffalo Bill, just the way he envisioned it preserving his legacy forever.