Local wildlife touring company featured in Super Bowl ad nears 20 years of operation
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BrushBuck Tours gives customers across the globe an up-close view of wildlife
IDAHO FALLS – Adam Lackner looks at the Gallatin Mountains in the distance through the telephoto lens on his camera.
That’s the opening shot of a 30-second ad for BrushBuck Tours, a Jackson-based business offering year-round wildlife tours in Grand Teton and Yellowstone national parks. It also provides tours in Alaska, South Africa, Kenya, Botswana and Tanzania.
The ad, which ran during the Super Bowl, focuses on the company’s use of Google Workspace. Owner Amber Peters tells EastIdahoNews.com it aired at 7:44 p.m. Sunday during the third quarter of the game. Watch it below.
Peters says Google contacted them in November to learn about how they used its services to track the movement of wildlife. BrushBuck was selected to represent Wyoming in an ad campaign highlighting businesses in all 50 states. The fact that it aired during the Super Bowl was happenstance.
“We weren’t absolutely certain the Super Bowl ad was going to happen until January. We had to keep it under wraps and couldn’t tell anybody. When it happened, it was pretty exciting,” Peters says.
Since then, Peters says multiple reality shows and media outlets have reached out to learn more. Peters reached out to EastIdahoNews.com on Monday to tell us about it.
BrushBuck Tours interacts with people all over the world. People from Australia and New Zealand are frequent customers and Peters is often surprised by the focus of their excitement.
“The people that I’ve personally (taken on a tour) were more excited to see a squirrel than a bear,” says Peters. “You’d think the big three — bears, wolves and moose — is what everyone wants to see, but people in other countries don’t really care about that.”
For Americans, Peters says grizzly bears, moose and wolves are the most popular.
It’s a delight for Peters and her co-workers to get a unique view of any type of wildlife.
“Bison, in particular, are just amazing,” Peters says. “There’s something magical about these animals that live in the Yellowstone ecosystem.”
BrushBuck beginnings
BrushBuck Tours was formed in 2006. Peters owns it with her husband, Ezra, and her brother, Adam Lackner. She and her brother grew up in Arizona, where they hunted frequently and saw wildlife constantly.
All three of them served in the military and wanted to go into business together once their service ended. They were stationed in California at one point and discussed their plan in a restaurant. Although they weren’t sure what the business should be, they were determined to do something outdoors.
It was Lackner who came up with the idea for the touring company while on vacation at Grand Teton National Park.
“My brother called me and Ezra and said, ‘You guys, I’ve found it!'” Peters recalls. “These people are doing tours. We could do such a great job at this. We were meant for this!'”
The trio went to work to make it happen. Peters sold her first tour before she’d even been to Yellowstone.
“We did maybe 20 or 30 tours our first year and we were ecstatic about that,” she says. “Now we have thousands every year.”
Peters says their approach to giving tours is what sets them apart from other companies. Their military background prompted them to wear tour guide uniforms. It’s a concept they introduced that Peters says other companies have since implemented.
They also give tours in an open-style safari vehicle, just as you’d experience in Africa.
The company’s most distinguishing feature, according to Peters, is its tour guide training program.
“My brother was in the Marines, so he put our guides through what is kind of like sniper training, but with binoculars,” she says.
Peters says the training allows guides to find animals that otherwise wouldn’t be visible to most people.
“We’re always ready to show people the most (for their money),” she says. “Customers will see and hear the most up-to-date (wildlife information).”
It’s a rewarding venture for Peters and she’s excited to celebrate the company’s 20th anniversary next year.
Wolves and moose are active during the winter. Those interested in booking a tour or learning more can visit the website or call (888) 282-5868.
WATCH OUR INTERVIEW WITH PETERS IN THE VIDEO ABOVE.
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