Published March 30, 2026 10:44AM<\/p>\n<\/div>\n
Moab, Utah, needs little introduction. The adventure-seeker\u2019s 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\u2019s no wonder Moab has become a global hub for outdoor recreation.<\/p>\n
But it wasn\u2019t 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.<\/p>\n
In 1967, the Moab Chamber of Commerce organized a simple 4\u00d74 trail ride on the Saturday before Easter to help boost tourism. A small group of drivers set out together in their Jeep\u00ae\ufe0f 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.<\/p>\n Today, more than 20,000 enthusiasts travel to Moab every spring for Easter Jeep Safari\u00ae\ufe0f. 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\u2019s most iconic 4\u00d74.<\/p>\n When Jeep\u00ae enthusiasts talk about Easter Jeep Safari\u00ae\ufe0f, they often describe it as a pilgrimage.<\/p>\n \u201cIt\u2019s just something we\u2019ve always gone to as a family,\u201d says Casey Currie, a professional off-road racer and member of the Currie Enterprises motorsports family. \u201cIt\u2019s 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\u2019s also one of the only events where you can actually go off-roading, and everybody from the industry shows up.\u201d<\/p>\n 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\u2019s famous slickrock formations.<\/p>\n 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.<\/p>\n Currie, who has been attending Easter Jeep Safari\u00ae\ufe0f for more than two decades, says that while the event has grown significantly, its spirit has remained a constant thread through the years. \u201cFor me, it\u2019s just about the people,\u201d he says. \u201cAnd I don\u2019t think that\u2019s changed.\u201d<\/p>\n Easter Jeep Safari\u00ae\ufe0f also serves as the pinnacle of Jeep\u00ae\ufe0f culture and creativity. Jeep\u00ae\ufe0f owners are famous for modifying their vehicles, and in Moab, you\u2019ll 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.<\/p>\n Currie says the Jeep\u00ae design philosophy is part of what encourages owners to personalize their vehicles. \u201cJeep has just done a great job building a vehicle that\u2019s customizable,\u201d he says. \u201cThey always left it open for the end consumer to have an imagination and pick and choose what they want to make it their own.\u201d<\/p>\n What does that mean in practice? \u201cWith a lot of other OEMs,\u201d Currie says, \u201cif 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\u2019s not a great everyday driver anymore. Jeep has made it so you can customize it and make it your own and you\u2019re not affecting day-to-day driving.\u201d<\/p>\n Customization is just one of the\u00a0Jeep\u00ae\ufe0f\u00a0traditions on display. You\u2019ll frequently see the \u201cJeep wave,\u201d the simple hand gesture exchanged between drivers on the road. Another is \u201cducking,\u201d where drivers leave a small rubber duck on someone\u2019s vehicle as a compliment. Small gestures like these help reinforce the sense that the\u00a0Jeep\u00ae\ufe0f community extends far beyond a single event.<\/p>\n Where do brands get a chance to deeply, authentically engage with their superfans? It doesn\u2019t happen very often. But for the Jeep\u00ae\ufe0f Brand, that\u2019s a huge benefit here\u2014customers are<\/i> the community. Engineers, designers, and enthusiasts interact directly on the trails where the vehicles are actually used.<\/p>\n For decades, the brand has also used the gathering to debut concept vehicles. Some celebrate classic Jeep\u00ae\ufe0f 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.<\/p>\n Fittingly for the holiday, Jeep\u00ae\ufe0f designers have hidden \u201cEaster eggs\u201d 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.<\/p>\nThe Pilgrimage<\/b><\/h2>\n
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The Culture<\/b><\/h2>\n
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Fan Love<\/b><\/h2>\n
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