307 First, the group responsible for the steel silhouettes placed along Wyoming’s highways, has an ambitious goal: install 307 silhouettes depicting images of the state’s past and present for the benefit of its future.
As of May, about 30 silhouettes have been installed throughout the state, mostly along U.S. Highway 20 between Shoshoni and Douglas, with others scattered throughout the state.
The silhouettes include Pony Express riders between Casper and Shoshoni, dinosaurs in Greybull and Thermopolis, mountain men outside Riverton, and troupes of pioneers between Casper and Douglas. The largest one yet, a massive locomotive, looms over Gillette.
The already-installed silhouettes have been extremely effective in advocating for 307 First’s cause, so there haven’t been many new ones installed in the last year.
“We've all been too busy running all the businesses that we have that we haven't been able to dedicate people and time to expanding the silhouettes,” said Kyle Ridgeway, chief operating officer for the Wyoming Financial Group (WERCS) that’s behind the 307 First initiative. “It’s been more community-focused advocacy rather than getting signs up.”
The goal of installing 307 silhouettes throughout Wyoming hasn’t been abandoned, but the current installations have achieved what they were designed to do. That’s keeping Ridgeway and everyone at WERCS extremely busy.
“It’s a great goal to have,” he said, “I just need more time than 24 hours in a day to accomplish it.”
A 307 First silhouette of a dinosaur installed along U.S. Highway 20 near Thermopolis. There are plans to install more steel silhouettes throughout Wyoming, but the ones already installed have succeeded in increasing awareness of the initiative to strengthen Wyoming's economy by keeping money in local communities. (Courtesy 307 First) 
A 307 First silhouette of the Bucking Horse installed along U.S. Highway 16/20 near Worland. The silhouettes are part of a "guerrilla marketing campaign" to increase awareness in 307 First, which they've done extremely well. (Courtesy 307 First) 
307 First wants to promote Wyoming by installing 307 unique steel silhouettes throughout the state. They also give people something interesting to look at during long, lonely drives across Wyoming. (Courtesy 307 First) 
This silhouette shows a family with a handcart. (307 First) 
The O'Dell Express is a nod to Wyoming's railroading history. (307 First) 
A hiker created for 307 First by Tom Ford. Each silhouette is sponsored by a Wyoming company and placed on property owned by Wyoming residents. Also shown is Cowboy Joe. (307 First) 
A 307 First steel silhouette of a Pony Express rider installed between Casper and Shoshoni. (307 First) 
A mule deer silhouette along Interstate 90 at Gillette created by local artist Tom Ford. (307 First)
307 First
307 First is a statewide initiative launched by WERCS over 15 years ago. Its goal is to strengthen Wyoming-owned businesses and the state economy by encouraging more in-state spending, hiring, and investment.
Ridgeway said the message of the silhouettes is simple: think 307 first.
“307 First is about constant community-focused advocacy,” he said. “(The silhouettes) are a way to remind the state, legislators, and business owners to keep our money in Wyoming. Our mission is to give visibility to that goal and live it as best we can. We try to live it, breathe it, and do it every day.”
Ridgeway said Wyoming is often overlooked for many of its economic development projects. Whether for expediency or efficiency, Wyoming hasn’t benefited as much as it could.
“When we have economic development in Wyoming, the money either leaves the state, or we can't build that critical mass of the employee base,” he said. “So, we bring in contractors from out of state, they do this big project, and then they leave. We’re left with some royalties and upfront money, but that's it.”
WERCS owns several Wyoming businesses, like 307 Horse Racing and Mountain West Technologies, which are part of the 307 First mission to increase the visibility and opportunities of Wyoming-owned and operated businesses. WERC’s 450 employees work with various businesses across Wyoming to provide training and growth opportunities.
Ridgeway said these initiatives aim to help businesses identify and utilize resources, expertise, and opportunities available in-state before going out of state. That compounds the local impact, which benefits the entire state.
“The people closest to the problem have the best solution, and we should prioritize people who live in these communities,” Ridgeway said. “307 First is more of a mission statement – how to run your business in a way that’s locally focused. You employ as many people as you can in the community that you operate in. You give back to that community. You get ingrained in that community.”
Conversation Starters
The 307 First silhouettes were part of a “guerrilla marketing” campaign to increase awareness of the initiative. Ridgeway credits Bob Moberly, founder of the Wyoming Financial Group, with the idea.
The unique but inexpensive steel silhouettes installed in communities and along highways throughout the state have captured a lot of attention and intrigue. Ridgeway said their simple designs and prominent placement have achieved everything WERCS hoped they would.
“There's a lot of awareness because of those silhouettes,” he said. “The mission of 307 First resonates with people in Wyoming. What are we trying to do as a state? What are our priorities? How do we make sure that, you know, the people that live here get the benefit out of a lot of the economic activity that's happening here?
“The silhouettes have been a big part of giving visibility as part of the larger conversation.”
The simple yet eye-catching designs all prominently feature “307 First,” where it’ll pop the most. The mystery is part of the allure.
“The silhouettes have started a lot of conversations,” Ridgeway said. “As a result, Wyoming knows our organization is around and exists as a resource.”
Steel Resolve
Each installation is the result of a collaboration between a landowner and a sponsor. WERCS manages the logistics of obtaining a sponsor for each silhouette, commissioning a Wyoming artist to make it, and getting the proper permits from the landowner where it will be placed.
“It starts with an idea,” Ridgeway said. “We can help with funding, placement, or connections to get the right agreements in place. We help bring parties together to make the project work in some form or fashion.”
The average silhouette stands between 15 and 19 feet tall, and costs between $2,500 and $4,000. Brokering these arrangements takes time, so there’s been a slowdown in silhouette placement.
Nevertheless, the project is still maintaining its momentum. Ridgeway said the next big silhouette project will enhance one of the main traffic arteries into Casper.
“We've been working with the City of Casper on one for its entryway on a bridge into town that’s being rebuilt,” he said. “That’s the main silhouette project at the moment.”
Ridgeway said he’s open to working with anyone who might want to join the team or take a leading role in brokering arrangements for future silhouettes. The art's appeal is undeniable, but it’s not the project’s priority.
“If people want to come in, head up, or take on one of these projects, we're certainly able to help put things together,” he said. “I think 307 First silhouettes is a fantastic goal. We’re just busier than I ever imagined with everything we're involved in right now, which is a good thing.”
Awareness Through Art
The influx of projects and collaborations Ridgeway and WERCS are juggling epitomizes what the 307 First silhouettes were designed to accomplish.
“We serve as a resource where somebody's got an idea,” Ridgeway said. “We partner with them and bring that idea to fruition. We want to make sure there's something that has a Wyoming tie or helps you know people in Wyoming in some way, with either jobs, economic opportunity, or better products provided to locals.”
More silhouettes are coming, but the word is already out. More people and businesses are seeing steel cowboys, dinosaurs, and locomotives, and thinking about Wyoming first.
“We want to make sure that the people who live in Wyoming benefit from the economic activity happening here,” Ridgeway said. “That keeps more things in Wyoming long-term in terms of jobs, benefits, and money spent in the community at large.”
Andrew Rossi can be reached at arossi@cowboystatedaily.com.
