This May Be the Most Charming Town in Jackson Hole

For those travelers unfamiliar with Jackson Hole, Wyoming, there are two common misconceptions that persist. The first is calling the dramatic mountain range towering over the landscape the “Grand Tetons,” when, in fact, these craggy peaks are simply the Tetons; Grand Teton is just the name of the highest peak. Second, there’s the belief that Jackson Hole is a town—it’s actually a valley comprising several small towns and communities, including Jackson, Teton Village (where you’ll find Jackson Hole Mountain Resort), Moose, Moran, and Wilson.

While those visiting Jackson Hole regularly spend time in Jackson, the location of the iconic antler arches, and Teton Village—and likely pass through Moose and Moran during an excursion to nearby Grand Teton National Park—it’s all too easy to completely miss Wilson, population 1,255.

“Wilson is about 15 to 20 minutes away from the hustle and bustle of the town of Jackson,” Lela Rose, the founder of her eponymous clothing brand, tells Travel + Leisure. Rose, who has a home in Jackson Hole, opened the Lela Rose Ranch flagship store in Wilson in Dec. 2022. “It’s where you see old Jackson mingle with new, all while keeping its quiet charm. It isn’t unusual to see moose come up on our porch at the store or roam the parking lot—that’s how quaint and quiet it is,” she says. 

Though tiny, Wilson is filled with small businesses, must-try restaurants, and several haunts frequented by true Jackson Hole locals. “In Wilson proper, you can’t miss breakfast at Nora’s. It’s an American classic for a good reason,” says Megan Gallagher, the director and founder of Jackson Hole Food & Wine, an annual food festival. Be sure to arrive hungry; you’ll want to have plenty of room for the hearty breakfast burrito or the famous banana bread French toast.

Persephone Westbank, located north of Wilson’s “downtown” area, is another of Gallagher’s go-tos for coffee and pastries. “The kouign amann is a personal favorite, and the chocolate chip cookies are great souvenirs and takeaway gifts,” she says, adding that the granola is “not to be missed.”

When asked how they’d spend their ideal day in Wilson, both Gallagher and Rose mention starting the morning with bagels from Pearl Street Bagels. Gallagher also suggests popping into Aspens Market for gourmet groceries or cooking gear and Westside Wine and Spirits for its “excellent selection” of beverages. 

If you’d rather grab a drink out than open a bottle of wine in your hotel room or rental, there’s exactly one place you need to go. “Stagecoach is a local watering hole where you’ll see true cowboys mixing with mountain bikers,” says Rose, who recommends getting the establishment’s tacos for dinner and staying for late-night pool or dancing.

There’s more to Wilson than just great food and an authentic bar scene, though. According to Rose, visitors should make a point to check out Wilson Back Country Sports for bike or ski rentals, shop “merch from the OG ski legends in Jackson Hole” at Teton Gravity Research, and experience the Teton Raptor Center “to learn all about raptors in the area and support their conservation efforts.”

As far as overnight accommodations in Wilson, Airbnbs or other home rentals will be your best bet. Otherwise, there are a handful of T+L-approved hotels in nearby Jackson. Hotel Yellowstone is a serene, adults-only property that just opened last year, and The Virginian Lodge is a family-friendly option with an outdoor pool, fire pits, and a fast-casual burger joint.