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CHEYENNE, Wyo. (AP) – Cheyenne Frontier Days saw another slight change in tradition Saturday. Advertising, albeit in small amounts, is now allowed on parade floats.

Float sponsors are allowed to display a sign no larger than 1.5-by-5-feet announcing their sponsorships.

“This is the first year we’ve allowed something close to advertising,” said Doug Brunner, an assistant with the parades committee.

Doing so will encourage more people to enter floats, he said.

“Why would they build a nifty float if they get no recognition?” he asked.

The number of entries for Saturday’s parade, the first of four through the downtown area, was 127, up from last year’s 119.

Although 42 floats were included, the highlight remained the horse-drawn carriages, nearly 60 of which were entered.

“It is probably one of the finest collections in the country,” Brunner said.

Participants don period-piece costumes to add to the flavor. The floats are required to emphasize the history of Cheyenne, the Old West, or Cheyenne Frontier Days.

The procession also included seven bands and 20 riding groups.

Honorary grand marshals in the opening parade were Gen. Ralph Eberhart, commander of U.S. Air Force Space Command; Lt. Gen. Russell Davis, chief of the National Guard Bureau; and world champion steer wrestler Frank Thompson, of Cheyenne.

Other parades are set for 9:30 a.m. Tuesday, Thursday and next Saturday.

Frontier Days has made several other changes this year, including the addition of team steer roping to the rodeo and more rock concerts. A frontier town of 21 small wooden buildings was built next to the rodeo arena. Organizers also switched rodeo announcers and dropped chuckwagon racing.

Rodeo performances are at 1:05 p.m. daily through July 29. This year’s purse is a record $824,000. Concerts are nightly at 8 p.m.

Free downtown pancake feeds will take place at 7 a.m. Monday, Wednesday and Friday.

Cheyenne Frontier Days also includes dances, an air show, Indian performances, melodramas, musicals, mock gunfights, a carnival and a Western art show.

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