Clovis has a long history as a western town known for its slogan, "Clovis - A Way of Life."

Since 1914, the Clovis Rodeo has been held on the last weekend in April, with a parade on Saturday morning, followed by the rodeo that afternoon and all day Sunday. Also contributing to the "Clovis way of life" are a number of street festivals, including Big Hat Days, ClovisFest, and the weekly Friday Night Farmer's Market held between mid-May and mid-September every year.
Many buildings in the town core have been renovated. Older storefronts on Clovis Avenue, the main street running through town, have been restored and new buildings have been designed with facades that resemble those found in the early 20th century. The historic center, with its fresh new look, has been reborn as "Old Town Clovis."