The intersection of outdoor recreation, social equity, and community building will take center stage this autumn as Memphis Rox prepares to host its third annual Rox Fest from November 7-9, 2024. Set against the backdrop of Stone Fort, Tennessee—a premier bouldering destination also known as Little Rock City—the three-day festival represents a significant expansion of the Memphis Rox mission, moving beyond the walls of its urban climbing gym and into the rugged sandstone landscapes of the Southeast. Supported by an empowerment grant from Protect Our Winters (POW), the event is designed to serve as a multifaceted gathering that blends high-level athleticism with art, music, and a rigorous commitment to accessibility.
This year’s iteration of Rox Fest carries a profound emotional weight, serving as a formal tribute to the late Jarmond Johnson. A foundational member of the Memphis Rox staff and a beloved figure within the local climbing community, Johnson is credited by leadership as the personification of the gym’s ethos. Jon Hawk, the Director of Operations at Memphis Rox, noted that Johnson’s influence remains the guiding force behind the festival’s existence, stating that the event is a means of "carrying the torch" for a leader who championed the idea that climbing belongs to everyone.
The Genesis and Evolution of Rox Fest
The conceptual framework for Rox Fest emerged in 2022 during a period of reflection among key industry figures. Professional climber Sam Elias and Jon Hawk developed the idea while attending Joe’s Valley Fest in Utah. Their objective was to translate the unique socio-economic model of the Memphis Rox gym—which operates on a "pay-what-you-can" basis—into a large-scale outdoor event. The goal was to eliminate the "premium price tag" often associated with outdoor festivals, creating a space where financial barriers do not dictate participation.
Since its inception, the festival has grown from a localized gathering into a national point of interest for the climbing community. It addresses a specific gap in the outdoor industry: the transition from indoor climbing to outdoor crags. While indoor climbing has seen an explosion in popularity over the last decade, with hundreds of new gyms opening across North America, the transition to outdoor environments often remains gate-kept by high costs for gear, transportation, and specialized knowledge. Rox Fest seeks to demitigate these challenges by providing a structured, inclusive environment for this transition.
Operational Philosophy and Socio-Economic Accessibility
A defining characteristic of Rox Fest is its rejection of traditional, rigid ticketing structures. While the event functions as a fundraiser to support the ongoing operations of Memphis Rox, the organizers prioritize presence over profit. The ticketing process is described by Hawk not as an application, but as a "conversation." This approach allows individuals who may find the cost of attendance prohibitive to engage with the organizers directly to find a solution, whether through sliding-scale fees or "pay-it-forward" sponsorships from other attendees.
This model is a direct extension of the Memphis Rox business plan. Located in South Memphis, the gym was founded by filmmaker Tom Shadyac as a non-profit endeavor designed to revitalize the neighborhood. It does not turn anyone away for an inability to pay, and it provides a hub for social services, including a community garden and food pantry. By bringing this philosophy to Stone Fort, Rox Fest challenges the standard economic model of outdoor festivals, which frequently cater to a more affluent demographic.
The Significance of Stone Fort and Regional Geology
The selection of Stone Fort as the festival’s venue is a strategic nod to the quality of Southern sandstone. Located just outside Chattanooga, Stone Fort is widely regarded as one of the most important bouldering sites in the United States. It forms a crucial part of the Triple Crown Boulder Series and is characterized by hundreds of "problems"—climbing routes on boulders—that range from entry-level to world-class difficulty.
The geology of the region provides a "perfectly sculpted" playground of sandstone, known for its friction and unique holds. Professional climber and mountaineer Conrad Anker, a member of the POW Alliance and Board, has frequently highlighted the world-class nature of the site. Anker noted that the tranquil forest setting and the temperate November climate make it an ideal location for fostering community connections. The physical environment of Stone Fort serves as more than just an athletic venue; it acts as a classroom where new climbers can learn the ethics of outdoor recreation, including "Leave No Trace" principles and land stewardship.
Programming: More Than Just Bouldering
The 2024 Rox Fest schedule is designed to be holistic, offering activities that appeal to both climbers and non-climbers. A central feature of the event is the "Rox Talks," a series of 10-minute, TED-style presentations delivered by a diverse roster of athletes, artists, and community leaders. these talks are intended to spark dialogue on the intersections of the outdoor industry with social justice, environmental advocacy, and mental health.
The festival grounds will also host a "Vendor Village," featuring a variety of outdoor brands and local artisans. A notable inclusion is the gear repair station, a "repair pop-up" designed to extend the life of outdoor apparel and equipment. This initiative aligns with the sustainability goals of the event’s sponsor, Protect Our Winters, by encouraging a circular economy and reducing waste within the climbing community.
Additional activities include:
- Art and Music: Live performances and art installations that reflect the vibrant culture of Memphis and the broader Southeast.
- Flash Tattoo Event: A unique cultural staple of the festival where attendees can receive themed tattoos to commemorate the weekend.
- Community Meals: Inclusive dining experiences designed to foster networking and camaraderie among attendees from different backgrounds.
Strategic Partnerships and Institutional Support
The success of Rox Fest is bolstered by significant institutional support, most notably from Protect Our Winters (POW). The POW empowerment grant provided for the festival underscores the link between inclusive outdoor spaces and climate advocacy. The organization recognizes that a more diverse and inclusive outdoor community is essential for building a broad coalition of climate advocates.
Phil Henderson, an Executive Director of Full Circle Expeditions and a POW Board Member, emphasized the role of Memphis Rox in shaping the future of the sport. Henderson, who led the first all-Black team to attempt an Everest summit, views Rox Fest as a critical platform for visibility. He noted that the event represents a "strong, inclusive group of climbers" and that the gym’s role in bringing people together is a vital component of the industry’s evolution.
Cultural Context and Media Representation
The timing of the third annual Rox Fest coincides with a period of increased national visibility for Memphis Rox. The story of the gym and its impact on the local community is the subject of a new Hulu documentary titled "Memphis to Mountains." The film chronicles the journey of individuals from the streets of Memphis to the peaks of high-altitude mountains, illustrating the transformative power of outdoor access.
This documentary serves as a backdrop for the festival, providing attendees and the public with a deeper understanding of the "why" behind the event. It highlights the systemic barriers that have historically prevented marginalized communities from participating in mountain sports and showcases the Memphis Rox model as a viable solution for breaking those barriers.
Broader Impact and Industry Implications
The implications of Rox Fest extend far beyond a single weekend in Tennessee. As the outdoor recreation industry—valued at over $1.1 trillion in the United States—grapples with its history of exclusion, events like Rox Fest provide a blueprint for a more equitable future. By prioritizing community, legacy, and accessibility, Memphis Rox is demonstrating that the "soul" of climbing is not found in the difficulty of a grade, but in the strength of the connections made at the base of the rock.
The festival also highlights the importance of regional climbing hubs. While the Western United States has long been the epicenter of the climbing world, the Southeast is increasingly recognized for its high-quality rock and passionate local community. Rox Fest serves to solidify Chattanooga’s reputation as a welcoming and progressive outdoor hub.
As the event approaches, the focus remains on the "infectious stoke" that Jon Hawk and his team hope to cultivate. For the organizers, the ultimate metric of success is not the number of tickets sold, but the number of new friendships formed and the degree to which Jarmond Johnson’s legacy of inclusivity is honored. Through its unique blend of grit, connection, and sandstone, Rox Fest 2024 stands as a testament to the idea that when barriers are removed, the entire community rises together.