This article investigates the use of wolves to enchant the rationalization of Thompson Manitoba. The city attempted to refocus towards a more touristic economy based around the large wolf population in the surrounding regions. The paper also examines why this attempt at a tourist economy has not produced its intended results. I accomplish this by first discussing the McDonaldization and enchantment of the city. This discussion is framed through George Ritzer and Jeffery C. Alexander’s work. I then integrate Umwelt analysis (...) by focusing on Timo Maran’s Umwelt mapping to create a comparative approach in which wolf Umwelts within rationalized and enchanted settings can be compared to those in situ. I then make use of qualitative data analysis (QDA) to code a corpus of 50 articles from a local online newspaper that discuss the development of the tourism economy. Accordingly, I apply the theoretical perspectives mentioned to the QDA codes and themes. In the discussion section and conclusion of this paper, I note that wolf Umwelt was largely incompatible with the rationalizing system created within the city and that the use of wolves as enchantment relied on motifs of overly hyperreal intersubjectivity between humans and wolves. Consequently, collective representation regarding the tourist initiative was not constructed by this rationalization and enchantment. (shrink)