How a Utah Trail Ride Became the Center of the Off-Road Universe

Moab, Utah, needs little introduction. The adventure-seeker’s paradise offers world-class everything: Mountain biking, rock climbing, whitewater rafting, hiking, and off-roading are all on tap. Add near-instant access to Arches and Canyonlands National Parks, and it’s no wonder Moab has become a global hub for outdoor recreation.

But it wasn’t always that way. Sixty years ago, Moab was a remote outpost in need of PR. And it was a little off-roading event that helped put the town on the map.

In 1967, the Moab Chamber of Commerce organized a simple 4×4 trail ride on the Saturday before Easter to help boost tourism. A small group of drivers set out together in their Jeep®️ Brand vehicles to explore a route called Behind the Rocks. The ride was informal and relatively small, but the participants quickly realized they had stumbled onto something special.

Today, more than 20,000 enthusiasts travel to Moab every spring for Easter Jeep Safari®️. During the nine-day event, the town becomes the center of the off-road world. Guided trail rides still happen daily, but the gathering has expanded to include concept vehicle reveals, industry meetups, and community celebrations centered around a shared love of the world’s most iconic 4×4.

The Pilgrimage

When Jeep® enthusiasts talk about Easter Jeep Safari®️, they often describe it as a pilgrimage.

“It’s just something we’ve always gone to as a family,” says Casey Currie, a professional off-road racer and member of the Currie Enterprises motorsports family. “It’s one of those beautiful places that you make the trek to once a year to be with friends and family from across the country. It’s also one of the only events where you can actually go off-roading, and everybody from the industry shows up.”

Groups head out on guided trail rides each morning of the event. The routes range from scenic desert drives to highly technical rock-crawling lines across the area’s famous slickrock formations.

The trail rides are inherently collaborative. Drivers spot each other through difficult obstacles, communicate over radios, and share route tips. By the end of a long day, many of the drivers who started the morning as strangers end up feeling more like teammates.

Currie, who has been attending Easter Jeep Safari®️ for more than two decades, says that while the event has grown significantly, its spirit has remained a constant thread through the years. “For me, it’s just about the people,” he says. “And I don’t think that’s changed.”

The Culture

Easter Jeep Safari®️ also serves as the pinnacle of Jeep®️ culture and creativity. Jeep®️ owners are famous for modifying their vehicles, and in Moab, you’ll see everything from heavily upgraded suspensions and oversized tires to elaborate custom bodywork. Some builds lean into rugged, utilitarian designs, while others focus on visual flair like funny stickers, colorful accessories, and windshields lined with rubber ducks.

Currie says the Jeep® design philosophy is part of what encourages owners to personalize their vehicles. “Jeep has just done a great job building a vehicle that’s customizable,” he says. “They always left it open for the end consumer to have an imagination and pick and choose what they want to make it their own.”

What does that mean in practice? “With a lot of other OEMs,” Currie says, “if you take the front of your bumper off or if you change the tire size or wheel size or even some of the accessories underneath or inside, it’s not a great everyday driver anymore. Jeep has made it so you can customize it and make it your own and you’re not affecting day-to-day driving.”

Customization is just one of the Jeep®️ traditions on display. You’ll frequently see the “Jeep wave,” the simple hand gesture exchanged between drivers on the road. Another is “ducking,” where drivers leave a small rubber duck on someone’s vehicle as a compliment. Small gestures like these help reinforce the sense that the Jeep®️ community extends far beyond a single event.

Fan Love

Where do brands get a chance to deeply, authentically engage with their superfans? It doesn’t happen very often. But for the Jeep®️ Brand, that’s a huge benefit here—customers are the community. Engineers, designers, and enthusiasts interact directly on the trails where the vehicles are actually used.

For decades, the brand has also used the gathering to debut concept vehicles. Some celebrate classic Jeep®️ models, while others experiment with new technology, materials, or design themes. These vehicles often preview new accessories like bumpers or beadlock wheels that will eventually become available to consumers. Others hint at future production models, making the reveals a highlight of the week for enthusiasts.

Fittingly for the holiday, Jeep®️ designers have hidden “Easter eggs” throughout vehicles over the years. These are tiny graphics or design elements tucked into places like headlamps, wheels, windshields, or interior trim pieces, and spotting them has become a favorite pastime among owners.

Another tradition encourages exploration. The Jeep Badge of Honor program lets Jeep®️ owners check in at designated off-road trails and earn physical metal badges (download the app to participate). Many drivers mount the badges on their tailgates, turning their vehicles into a showcase of past adventures. Several trails around Moab are part of the program, making Easter Jeep Safari®️ an ideal place for enthusiasts to earn new ones.

The Next 60 Years

Six decades after its humble beginnings, Easter Jeep Safari®️ remains one of the defining gatherings in the off-road world.

The special formula—part trail ride, part reunion, and part celebration of Jeep®️ culture—makes the event totally unique. That’s why it continues to get better every year, and why it will always stay true to a simple idea: The right vehicle can unlock places and experiences you might otherwise never reach.

For nearly 85 years, Jeep has been a global leader in SUVs, delivering legendary off-road capability, advanced technology and exceptional versatility for those who seek fun and adventure. With a commitment to innovation, the Jeep®️ Brand offers a diverse lineup of vehicles powered by internal combustion engines, hybrid technology and all-electric drivetrains. Built on a heritage of freedom, adventure, authenticity and passion, Jeep®️ continues to set the standard for rugged and refined vehicles designed to conquer it all.