ARLINGTON, Tex. (March 3, 2023) – With just a few days until the start of the never-before-seen Western festival, The American Western Weekend, Teton Ridge and the iconic, American-made instrument brand, Gibson have announced today the start of a long-term partnership. Joining a curated list of partners that encompass all elements of Western culture, the popular guitar brand represents the major role that music has played in the traditions and lifestyle of the American west that Teton Ridge is devoted to serving.
Establishing the cultural connection between music and cowboy culture, the new Gibson Teton Ridge TR J-45 acoustic guitar will be officially unveiled at The American Western Weekend, March 8 through 11, a four-night action-packed entertainment, music, and sports experience at Globe Life Field in Arlington, Texas.
“Through a partner like Gibson, we are able to celebrate the historic role of music in the American west and its connection to the very cowboys and cowgirls who shape it today,” says Emily Castel, Chief Brand and Creative Officer at Teton Ridge. “The American Western Weekend collaboration sets the stage for the best of western sports and entertainment, with the icon of American music, the Gibson guitar.”
Since Orville Gibson started making instruments in the late 1800’s, Gibson acoustic guitars have been played by the most talented and influential artists who continue to shape sound through their music. Dubbed “The Workhorse”, the Gibson J-45 is world renowned, and one of Gibson’s best-selling acoustic guitars of all time. The J-45 was first introduced in 1942 and can be heard across decades of recordings in the hands of country stars, folk legends, singer-songwriters, and so on. Hand-crafted by the expert luthiers of Gibson’s acoustic craftory in Bozeman, Montana, the legacy of the J-45 continues with the Teton Ridge TR J-45, which will be on display alongside other iconic western brands like Resistol, and HYER Boots, in the Retail Experience Zone at The American Western Weekend.
“We are excited to unveil the Gibson TR J-45 at The American Western Weekend. Teton Ridge is paying tribute to the legacy of the western lifestyle and culture, and making it more culturally relevant than ever,” says Cesar Gueikian, Gibson Brand President. “This limited-edition model is everything you expect from a Gibson J-45 through the lens of Teton Ridge, and the traditional western lifestyle which is deeply rooted in American history.”
Gibson will bring its Gibson Mobile Garage experience to the main concourse of Globe Life Field at The American Western Weekend. The Gibson Mobile Garage–a mobile, pop-up version of the Gibson Garage flagship store in Nashville–is the place for music fans to explore an interactive Infinite Guitar Tunnel, learn to play guitar using the Gibson App learning platform, shop the brand’s latest instruments, gear, apparel, and much more.
The Gibson Mobile Garage is one of several retail offerings at The American Western Weekend. Tickets are on sale now (general admission and VIP packages) at https://www.americanrodeo.com/tickets.