Designed in association with Diamond Schmitt Architects, the Sam Centre embodies the spirit, experience, and history of the Calgary Stampede. Sam is like a museum in that it will invite visitors to participate in a range of themed exhibits, while at the same time Sam is also an attraction. All activities at Sam will be defined as active, with an emphasis on engaging visitors through direct and immersive experiences. It will house a portion of the Stampede collections and archives to support both exhibitions and public education programs.

The Sam design concept is a contemporary interpretation of vernacular barns and historical Stampede structures. It is a hybrid glulam and steel structure, defined by an expressive roof line. This roof line extends beyond Sam’s footprint, creating large overhanging soffits all around the building. The overhang condition evokes the verandahs of traditional Alberta architecture, providing a welcome space to receive visitors.