CALGARY -- Hundreds of thousands will no doubt be up early to claim a spot for the parade that kicks off the Stampede and to put aside their worries over the economic downturn.

"We love this city ... and (love) to be representatives of it at one of its most important times, especially at a time where a lot of people are looking at difficult times ahead," said country singer Paul Brandt, parade marshal along with singer-songwriter Jann Arden -- both from Calgary.

"I remember what it meant to our community when I was a kid when the Stampede parade rolled through and how it was a kickoff to a huge celebration of the roots and tradition of our western heritage and celebrating progress as well."

More than 250,000 people typically line downtown streets every year for the parade. Most businesses close and residents toss away suits and ties and don cowboy hats, boots and jeans.

The Stampede runs through July 17.

"I just remember being a kid going, 'It's now damn summer,"' said Arden.

"It was such a unique time, a family time really, to go down and sit on the curb and sit on that spot."

Previous marshals have included actor William Shatner, astronaut Chris Hatfield, country singer Ian Tyson and former prime minister Pierre Trudeau.

Arden was thrilled she was asked.

"I remember Roy Rogers going down the route. I remember (actor) Lee Majors going down the route. They've had tons of amazing stars over the years, so I feel very humbled."

Alberta and especially Calgary have been hit hard by a sharp drop in oil prices, which has resulted in tens of thousands of job losses in the energy sector.

Cindy Ady, CEO of Tourism Calgary, says Calgarians are in need of a good party.

"It really just sets off happy in the city. That mood is just so contagious and infectious. It's something that really, really does signal to every guest ... that this is a special place to be during Stampede."

Ady said it's a major event in Calgary and, despite the downturn, sales from U.S. and international visitors are ahead of last year's pace.

"The city's ready to shrug off and to enjoy. You can just feel it," she said. "We've had a lot of significant economic news over the last year and the city is just ready to throw its Stampede party."

Three years ago, the Calgary Stampede parade tipped its hat to police, EMS and other agencies that helped during floods in southern Alberta. A similar tribute is planned this year for first responders in the Fort McMurray wildfires.