Stampede chuckwagon canvases on auction block

The Calgary Stampede isn't expecting to break any records with the chuckwagon canvas auction Thursday night, but things are looking up.

How much companies are willing to shell out for advertising at the Stampede is said to be an economic indicator, and this year's might reflect how well corporate Calgary has rebounded from the recession. 

Total bids plunged over the past few years, from a record $4 million in 2007 to close to $1.7 million in 2009. Last year, the total crept back up to nearly $2 million.

"We have 166 registered bidders. That's well ahead of last year, when we had 90 registered bidders," Stampede spokesman Doug Fraser said Thursday. "We have 36 of the world's best chuckwagon drivers coming, and one by one they're going to be auctioned off tonight."

For businesses, having their brand on that wagon is a priceless opportunity. Their logos loom large as drivers, horses and wagons cross the finish line and go down in history.

"This event ... reaches far more people than you could ever imagine," said Myrnie Sands-Malvin, WestJet's chuckwagon liaison. "It's not just here in Calgary, it's not just Canadian, it reaches everybody in the world."

Record bid was $210K

Last year, WestJet paid $52,000 to put its logo on Kurt Bensmiller's chuckwagon.

"I've budgeted a little bit higher this year, but I anticipate it to be pretty close ... I mean the economy is getting better, but there's still a lot of work to be done," said Sands-Malvin.

An individual canvas will usually go for anywhere between $37,000 and $120,000. The winners get the canvas advertising, as well as access to the barns — something seen as a treat for clients and employees.

The money made Thursday night goes to the drivers, for the expenses they face getting to the races throughout the year. 

The highest bid ever for an individual canvas was in 2008 for driver Kelly Sutherland's chuckwagon at $210,000. 

Sutherland was expected to be a hot commodity again Thursday night.