The move to Branson proved to be insufficient in attracting enough high-paying visitors, while debts from the costs of upkeep just kept piling up for the struggling family. Dusty and the Rogers did their best to keep their parents’ history and legacy afloat, but even the best of intentions can’t override economic realities. After years of difficulties and debts, the family decided it was time to close and put the museum up for sale.
Eventually, the large collection of Roy Rogers and Dale Evans was sold in 2010 to the modest sum of almost $3 million. Bullet’s preserved body was sold for $35,000, and the statue of Trigger was sold for $250,000. Rogers’ car, a 1964 Pontiac Bonneville, was sold for $254,500.
Remembering “Wonder Dog” Bullet
Fans of 'The Roy Rogers Show' followed Bullet, the Wonder Dog, for six straight seasons and over 100 episodes. The impressive and loyal German Shepard was the faithful companion of the lawful cowboy, Roy Rogers. Bullet always helped our heroes, including alerting Roy when danger was approaching, rescuing the show's stars and chasing evil-doers when they were trying to escape. Bullet was so fast that he was able to keep up with Roy as he was riding Trigger in pursuit of criminals.
Outside of the show, Bullet was also the family dog, and was truly obedient and intelligent. Bullet was born in 1949 and passed away in the '60s. He was preserved and exhibited at the Roy Rogers-Dale Evans Museum in Victorville, California. Although the Wonder Dog was truly a remarkable friend, and his presence was often felt at the museum where he was memorialized, his preserved body was eventually auctioned for $35,000, due to the terrible fate of the museum.
The Roy Rogers-Dale Evans Museum
The Roy Rogers-Dale Evans Museum was originally founded in 1967, after Roy Rogers retired. It included various items that the actor had collected throughout his career, and as written above, also included his two beloved pets, Trigger and Bullet. In 1976, the museum was moved from the small countryside Apple Valley to Victorville, California. The purpose of the move was to help attract more fans. The move was successful and many people came to pay homage to the legendary Western actor.
After Roy Rogers and Dale Evans passed away in the early 2000s, the museum was moved to Branson, Missouri. The economy was going through a rough patch and just recovering from the DotCom bust, which led to poor sales. If that wasn’t enough, the IRS levied a heavy tax on the family assets; these two factors proved to be the beginning of the end for the prestigious museum.
Roy Rogers Food Chain
In 1968, the popular fast-food chain called RoBee's House of Beef was forced to rebrand itself, following a lawsuit from Arby's, who claimed that the name was too similar and was considered as trademark infringement and unfair competition. Luckily for the chain's founder, he was good friends with Roy Rogers' agent, which led to a licensing deal with the actor cowboy that led to its rebranding.
The new name of the chain was Roy Rogers Franchise Company, LLC. The Roy Rogers chain saw great commercial success, which led the fast-food chain to aggressively expand nationwide and eventually reach 600 locations in its peak. The menu consisted mostly of hamburgers, beef sandwiches, fried chicken and common beverages that you'll expect to find in a fast-food restaurant. The Roy Rogers chain is still alive and kicking in various locations, including New York, Washington, Baltimore, Philadelphia and more.
Trigger’s Death and Roy’s Response
Trigger was a true favorite, not just to the fans, but also to the entire Rogers family. He had loyally followed and supported the family, both as a private steed to Roy Rogers, and as co-actor and traveling friend throughout the height of Roy’s career. Trigger appeared in over 30 films with the actor and was as remembered by fans as the cowboy himself. When Trigger past away in 1965, at age 30, Roy Rogers mourned the end of his over-20-year relationship with the steed.
When interviewed about his feelings regarding the horse’s passing, Rogers said “I just couldn’t think of burying old Trigger. Too many people loved him. We too took Trigger, Dale’s horse Buttermilk, and Trigger Junior and had them beautifully mounted.” It took the actor many years to mourn the passing of his loving Trigger.