Some Stampede-goers know how to party their wedding rings off.

Karen Stewart, CEO and founder of Fairway Divorce Solutions headquartered in Calgary, said in the weeks following the Stampede each year, she sees a 30% to 40% increase in clients looking to split with their spouses.

"Even people who are in the best of the best marriages find themselves going out and experiencing fun times in ways they hadn't anticipated," said Stewart.

"It's the sexual undertones, the alcohol, the letting loose."

Stewart said many of her new clients admit the good-looking cowpokes were a little too tempting.

"Thousands of beautiful men and women come out of the woodwork at Stampede and people look incredibly sexy when you put them in a cowboy hat," said Stewart. "Most people are vulnerable."

Calgary artist Shaun Doiron said the saying, it's not cheatin', it's Stampedin, means "the same as, 'What happens in Vegas stays in Vegas.'

"Stampede is like a Vegas for a lot of people. It's not the rodeo anymore, it's a big party."

Kathleen Bell at the Calgary Counselling Centre said business slows down during the party but, "we do see a pick-up after Stampede," she said.

Stampede spokesman Doug Fraser said the events cater mainly to families and what people choose to do when they're partying doesn't reflect the general intent.

JENNA.MCMURRAY@SUNMEDIA.CA