In 2024, 4.7 million people visited Yellowstone National Park.1 Established in 1872 and stretching predominately over Wyoming and sections of Montana and Idaho, Yellowstone is the United States’ oldest national park. Visitors experience the sheer beauty and mass of the place every year, with its abundance of protected land and creatures, the rainbow-colored hot springs, and Old Faithful.
D.A. Davidson itself was founded in Montana, so the region holds special meaning to us. As we celebrate our 90th year in business, we reflect on the lessons we have learned from the national park and the bison that inhabit it.
Not only is the bison the country’s official mammal, it is also D.A. Davidson’s logo and mascot. As the largest mammal in North America, the bison has been integral to tribal culture of indigenous people. It symbolizes culture, tradition, resourcefulness, and resilience.
One characteristic that many may not know is that the bison will sometimes head directly into a snowstorm rather than trying to get away from the blizzard. The bison’s ability to withstand harsh conditions thanks to its bulk and shaggy coat means that it has the option to walk straight into severe weather, rather than going the opposite direction like their bovine relatives do.
A fundamental aspect of the human experience is to encounter difficulties throughout life. In times of adversity, our true character is revealed as our instincts tell us to fight, flee, or freeze. Often enough instead of facing problems head on, we procrastinate, panic, or run. In times like this, it is important to remember the lessons from the bison. Rather than running away from the problem, the bison charges into the storm. Like the bison, D.A. Davidson historically has navigated financial storms with resilience and adaptability. Throughout the past 90 years, we have responded to market shifts, volatility, and historic global events, emerging stronger than ever.
Even if you’ve never been to Yellowstone or in the presence of such a powerful mammal, the next time you find yourself faced with a dilemma, whether it is at work or at home, with a friend, colleague, or family member, emulate the bison. Stand strong. Be resilient. Weather the storm head on. That’s the way of the bison.
1 National Park Service Visitor Use Statistics
This material is being provided for educational and informational purposes only. D.A. Davidson & Co. is a registered broker-dealer and registered investment adviser that does not provide tax or legal advice. Information contained herein has been obtained by sources we consider reliable but is not guaranteed and we are not soliciting any action based upon it. Any opinions expressed are based on our interpretation of the data available to us at the time of the original article. These opinions are subject to change at any time without notice. Copyright D.A. Davidson & Co., 2025. All rights reserved. Member FINRA and SIPC.