Joe’s Valley Climbing & Community Launches New Identity to Reflect Expanding Mission Beyond the Fest

Joe’s Valley Climbing & Community, formerly known primarily for the beloved Joe’s Valley Fest, has announced a bold expansion of its brand and mission to reflect its growing impact and presence in the climbing world and local community. What started as a weekend bouldering festival in rural Utah has evolved into a year-round nonprofit committed to building inclusive community, fostering youth development, enhancing the local economy, and preserving the land that climbers and locals love.

“We’ve always been more than just a climbing event,” said Adriana Chimaras, Co-Founder and Board Member. “This rebrand is a way to honor the community-first approach that has guided us from day one—now with a name and framework that reflects the full scope of what we do.”

The rebranded Joe’s Valley Climbing & Community (JVCC) introduces a more holistic vision, centered around three pillars:

• Events – The annual Joe’s Valley Fest (October 2-5, 2025) remains the organization’s flagship event, blending bouldering clinics, music, stewardship projects, and rodeo fun! Be sure to review the online calendar for ongoing and new activities and events.
• Youth Programs – JVCC offers outdoor summer camps for rural Utah youth, creating early access to climbing, meeting new climbing buddies, and outdoor ethics.
• Coalition – Year-round stewardship efforts to maintain trails, protect climbing areas, and build relationships with local landowners, ranchers, and rural partners.

“The name change reflects who we’ve been becoming all along,” said Vikki Glinskii, Co-Founder and Board Member. “It’s the evolution of the relationship we’ve been building between climbers and locals.”

The updated brand includes a new visual identity, logo system, and messaging that captures JVCC’s playful, grounded, and inclusive tone. With over 17,000 climbers visiting Joe’s Valley every year, the festival has a growing national reputation and draws over 500 attendees from 28 states and multiple countries. It has a significant economic impact with Fest participants spending over $130,000 locally during the event, with JVCC spending over $62,000 at local businesses and for local staff. The rebrand will help the nonprofit deepen its impact while remaining true to its local roots.

As part of the launch, JVCC is inviting the public to join its movement of belonging:

• Early Bird tickets for Joe’s Valley Fest go on sale August 4, supporting trail work, youth camps, and community programs.
• Joe’s Valley Climbing & Community Memberships by joining, supporters are helping meet the mission and continue to host year-round programming such as stewardship and trail days, in-town volunteer opportunities, youth programming.
• A new line of community-branded t-shirts will debut at the Fest.

As a Joe’s Valley local, I deeply admire the dedication and passion that the Joe’s Valley Climbing & Community nonprofit has poured into the area,” said Jacie Huntington, Emery County Resident.  “What began as a single celebration has blossomed into a vibrant, year-round community. It fosters connection, uplifts our youth, promotes stewardship, and ensures everyone feels at home in Joe’s. I’m beyond grateful to the JVCC for the love and support they bring to our beautiful home”Whether you’re topping out your first problem or sitting around a campfire with new friends, Joe’s Valley Climbing & Community invites you to be part of something bigger than the send.

About Joe’s Valley Climbing & Community

Joe’s Valley Climbing & Community is a women-founded nonprofit based in rural Utah, built on the belief that the outdoors belong to everyone. What began as a small grassroots festival has grown into a year-round movement dedicated to connection, stewardship, and belonging. Through its flagship event, youth camps, community partnerships, and trail stewardship, JVCC fosters a culture that’s welcoming, purposeful, and deeply local. Foundational to the organization is a commitment to enhancing the local economy and giving back. From rodeo games to campfire stories, it’s about more than climbing—it’s about building community that lasts. To learn more, visit: joesvalley.org

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