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CALGARY — For one week a year, big-business activity in downtown Calgary all but grinds to a halt, as even top executives trade in their office garb for jeans and Stetson hats.

The oilpatch has a lot to celebrate during this year's Calgary Stampede, with oil prices and industry profits at all-time highs.

Businesses that plan and cater events, including the traditional Stampede breakfasts, during the 10-day tribute to cowboy culture say the festivities are becoming bigger and flashier than ever.

Paddy Sorrenti, general manager of Sorrenti Catering, said the largest events he handles are for oil and gas companies, or businesses that are related to the industry.

"The parties seem to get bigger and more extravagant every year. It probably has a lot to do with the profits that they're making," he said.

"They're not just your basic old pancakes and sausage anymore."

Sorrenti - whose big clients include Shell Canada, Crew Energy Inc. (TSX:CR), and the engineering firm Bantrel - said he sets up his events in a downtown parking lot that can hold upwards of 2,000 people.

Some clients go for the usual breakfast fare of pancakes, sausages, coffee and juice, but others are opting for more, he said.

"From there you can add on eggs, you can add on fruit or you can add on hash browns. It just seems like the add-ons are getting a little bit more," Sorrenti said.

"This one party we do, the booze starts at eight in the morning," Sorrenti said, adding that some companies are offering shooter bars and beer tubs.

A new party Sorrenti is catering this year is offering a full open bar.

"Basically anything you can possibly think of liquor-wise is there for you," he said.

David Howard, president of the Event Group, said while the number of events he is planning this year is not increasing, the guest lists and the add-ons are.

"Whereas one event may have had 1,000 people last year, now we're looking at 1,500. Where our budget was $100,000, now it's $150,000. We're able to offer their guests a more complete experience, which, as event producers, we love," he said.

Although there is more money going around this year than in the past, Howard said companies are not going on all-out spending bonanzas.

"I think that people are putting a concentrated effort on how they're spending ... They might up the entertainment value of the band, what they're offering to guests as far as food and beverage goes. But it's not exuberant by any means."

Petro-Canada (TSX:PCA) hosted its second-annual family day on Sunday, where revellers were treated to free pancakes, sausages and entertainment.

By 8 a.m., an enormous lineup snaked its way across the Stampede grounds, and the crowds kept growing as the morning wore on.

"We did, I think, about 22,000 of our closest friends last year and I hope we'll be able to do more this year," said Andrew Stephens, Petro-Canada's vice-president of corporate planning and communications.

Stephens, decked out in a white cowboy hat and apron, was on pancake duty, serving up pancake after pancake to the hungry crowds.

Later in the day, Olympic and Paralympic athletes were on hand to greet Stampede-goers, as Petro-Canada is an official sponsor of the 2010 Vancouver games.

Other oil and gas firms plan events for their employees, like EnCana Corp.'s (TSX:ECA) "EnCana Country" afternoon.

"It's kind of a family party where we get together and employees can bring their families," said spokesman Alan Boras.

Imperial Oil Ltd. (TSX:IMO) is hosting a western-style pancake breakfast for its employees, who are encouraged to bring donations for their local food bank.

"We tend to have a pretty low-key approach toward the Stampede," said spokesman Pius Rolheiser.

The biggest trend Howard has seen recently is firms adding a philanthropic flavour to their fetes.

Some companies are spending a little more on making sure their events are green, opting for biodegradable dishes and cutlery instead of Styrofoam and plastic, Sorrenti said.

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