From 'Grey’s' spinoff to 'Dutton Ranch,' why Hollywood’s heart is in Texas

Texas is riding high as Hollywood's go-to story setting, lassoing major series from two powerhouse TV franchises this spring.

“Yellowstone” spinoff “Dutton Ranch” startled viewers by relocating Montana's royal couple, Rip (Cole Hauser) and Beth (Kelly Reilly), to North Texas for the new Paramount+ series that began May 15. The Lone Star surprise continued on May 19, when ABC announced a new "Grey's Anatomy" spinoff headed for remote West Texas.

That's right − the Shonda Rhimes series, famously set in Seattle's Grey Sloan Memorial Hospital, will see the upcoming show take place at a medical center in rural Texas. The unnamed spinoff, slated for midseason 2027, is the first "Grey's" offspring not set on the West Coast ("Private Practice") or in a major city ("Station 19").

“That 'Grey's' news was pretty huge,” says Cindy McCreery, chair of the Department of Radio-Television-Film at the University of Texas at Austin. “But we’re seeing an increase in shows coming to Texas. There’s so much diversity in terms of landscapes and different industries. People want to tell stories from here right now."

'Yellowstone' franchise brought 'Landman,' now 'Dutton Ranch' to Texas

A major source of the TV love is, of course, the "Yellowstone effect." Creator Taylor Sheridan’s hit shows like contemporary Western "Yellowstone" have made rural-set dramas irresistible for networks and streamers. Sheridan has literally moved his universe's production to Texas with his SGS Studios, a massive 450,000-square-foot production campus outside Fort Worth that opened in 2025.Montana-set shows can still be a shot away from the Texas heat (including the snowstorm scene from “1923”) as well as shows such as “Lioness” and Oklahoma’s “Tulsa King.” To boot, Sheridan’s story gaze has transferred to Texas as well, notably with the hit oil drama “Landman” starring Billy Bob Thornton as an old company fixer (now running his family company).

“Dutton Ranch” was seemingly headed to Beth and Rip’s new ranch in Dillon, Montana, after “Yellowstone” ended in 2024. Two months before the series release, however, executive producer and director Christina Alexandra Voros told USA TODAY that "Dutton Ranch," and the Duttons, had moved to Texas. Turns out a devastating Montana fire sends Rip and Beth to their new life. The 1,500-mile location change was explained for story reasons, with the multigenerational Montana family now outsiders in a new, gritty environment for their spinoff. The "Dutton Ranch" locations are not far from the studio and Sheridan’s own West Texas ranches: the 600-acre Bosque Ranch in Weatherford and the historic 6666 (Four Sixes) Ranch (site of another possible spinoff series).

Netflix's 'Ransom Canyon' brings romance to Texas

Similar shows are moving into the Texas turf. Netflix’s contemporary romance "Ransom Canyon," starring Josh Duhamel and Minka Kelly (Season 2 drops July 23), is shot in Netflix's studios in Albuquerque, New Mexico, but set in a fictional small town in Texas.“Texas is such a ripe area to set shows; it gives that very Americana feel that people are craving right now,” says “Ransom Canyon” executive producer and showrunner April Blair. "Texas is almost shorthand for the American experience."

Though the "Ransom Canyon" book series by author Jodi Thomas is set in Texas, Blair gives credit to TV's hottest creator for spearheading the Texas migration.

“Taylor Sheridan is a once-in-a-generation writer and creator," Blair says. "And we’re all jumping on the bandwagon in different ways.”

Texas rich portrayed in 'Dallas,' 'Hunting Wives,' 'Landman'

TV viewers have historically enjoyed all types of Texas life. But they especially love the oil money.

“Dallas” started that gushing on CBS in 1978, and “Landman” taps into this flashy fascination. Netflix’s “The Hunting Wives” highlights big-city Sophie O’Neil (Brittany Snow) entering the world of wealthy socialite wives in an East Texas oil community, led by Margo Banks (Malin Akerman). Season 2 of the viral hit has wrapped production − with tax-friendly North Carolina serving as Maple Brook, Texas − and is due out later this year.

Texas lawmakers increase the filmmaking incentives

Tired of New Mexico and North Carolina stealing their production dollars, Texas lawmakers are working to ensure more Texas series are shot in Texas. After high-profile lobbying campaigns by the likes of Hollywood stars Matthew McConaughey and Woody Harrelson, lawmakers approved a major increase in the state’s film and TV incentive program last May. The new deal dramatically increases funding and production rebates (up to 25%) through 2035 for Texas productions.“2025 brought significant changes," Stephanie Whallon, director of the Texas Film Commission, said in a statement. "On-screen and in real life, Texas is a magnet that attracts productions from all over the world."ABC has declined to say whether the new “Grey’s” series will be shot in Texas or even who’s leading the cast with Houston-born executive producer and showrunner Meg Marinis. But the concept of a remote Texas medical clinic, which is often staffed by internationally recruited doctors and nurses, adds another level of rich potential storytelling.

Moving to Texas has difficulties, however. Hauser spoke to USA TODAY about dealing with the weather, which can go from 118 degrees to snow in a heartbeat. “Texas is a beast,” he says.

Then there are the snakes. "Dutton Ranch" director Voros estimated that 275 snakes were removed by wranglers during filming.

But Hauser was stoic about the threat when speaking to USA TODAY on the "Dutton Ranch" premiere red carpet May 12.“The snakes don’t bother me," Hauser says. "And I don’t bother them.”

Contributing: Ralphie Aversa