The outdoor climbing community is set to gather in the Tennessee highlands from November 7 to 9 for the third annual Rox Fest, a multi-day festival designed to bridge the gap between indoor gym culture and outdoor bouldering. Hosted at Stone Fort, a premier climbing destination near Chattanooga, the event is organized by Memphis Rox, a non-profit climbing gym known for its revolutionary "pay-what-you-can" operational model. This year’s festival, supported by an empowerment grant from Protect Our Winters (POW), represents a strategic expansion of the gym’s mission to foster inclusivity, accessibility, and community engagement within the broader outdoor industry.
The festival serves as a physical manifestation of the Memphis Rox ethos, transitioning the grit and connection found in their South Memphis facility to the sandstone boulders of the Cumberland Plateau. While the event features traditional festival elements—including camping, live music, and vendor villages—its primary objective remains the dismantling of socio-economic barriers that have historically limited participation in outdoor rock climbing.
A Legacy-Driven Gathering: Honoring Jarmond Johnson
The 2024 iteration of Rox Fest carries a profound emotional weight, as the organizers have dedicated the event to the memory of Jarmond Johnson. A central figure at Memphis Rox, Johnson served as an employee, mentor, and community leader whose influence was foundational to the gym’s culture. According to Jon Hawk, Director of Operations at Memphis Rox, Johnson embodied the "soul" of the organization, representing the very demographic the gym seeks to empower through the sport of climbing.
The decision to center the festival around Johnson’s legacy is viewed by organizers as a commitment to "carrying the torch" of his work in mentorship and community building. This dedication highlights a shift in the climbing world where personal narratives and community impact are prioritized alongside athletic achievement. For many participants, the festival is as much a memorial and a reunion as it is a sporting event.
Chronology of Rox Fest: From Conceptualization to Institution
The origins of Rox Fest can be traced back to 2022, during a reflective session at Joe’s Valley Fest in Utah. Pro climber Sam Elias and Jon Hawk identified a need for a high-quality climbing festival that mirrored the non-profit, inclusive values of Memphis Rox. They envisioned an event that offered a "premium climbing experience without the premium price tag," targeting a diverse demographic that often feels excluded from traditional outdoor spaces.
In the three years since its inception, Rox Fest has evolved from a conceptual discussion into a significant fixture in the Southeastern climbing calendar. The first two years established the festival’s viability, proving that a model based on accessibility could successfully draw hundreds of participants from across the country. By its third year, the festival has secured partnerships with major environmental and athletic organizations, such as Protect Our Winters, and has attracted some of the most prominent names in professional climbing.
The Venue: Geological and Historical Significance of Stone Fort
Stone Fort, also known colloquially as Little Rock City, provides the technical backdrop for the festival. Located on the grounds of the Montlake Golf Course, the site is globally recognized for its high-concentration of quality sandstone boulders. It is a critical stop on the Triple Crown Bouldering Series and features hundreds of established "problems"—the climbing term for bouldering routes—ranging from entry-level V0s to elite-level V13s.
The geology of Stone Fort is characterized by its "stellar" rock quality and "perfectly sculpted" formations, which offer a unique tactile experience for climbers. Professional mountaineer and POW Board member Conrad Anker has noted that the location’s tranquil forest setting and optimal November temperatures make it a world-class venue. The proximity to Chattanooga, a city that has rebranded itself as an outdoor hub, further enhances the festival’s accessibility to regional climbers while remaining a destination for those traveling from further afield.
Programming and Strategic Pillars: Rox Talks and Resource Accessibility
Rox Fest distinguishes itself from other climbing festivals through its diverse programming, which balances athletic performance with intellectual and creative engagement. A centerpiece of the event is "Rox Talks," a series of 10-minute, TED-style presentations delivered by professional athletes, artists, and community leaders. These talks are designed to provide insights into environmental advocacy, social justice, and the intersection of outdoor recreation and community health.
In addition to the intellectual components, the festival emphasizes sustainability and gear longevity. A dedicated repair pop-up station allows participants to patch technical apparel, such as puffer jackets and tents, promoting a "repair over replace" philosophy that aligns with the environmental goals of Protect Our Winters. The "vendor village" offers a space for local artisans and national brands to interact with the community, while flash tattoo events and art installations provide a creative outlet for participants.
Redefining Access: The "Conversation-Based" Pricing Model
Perhaps the most significant aspect of Rox Fest is its approach to financial accessibility. In an industry where festival tickets and gear can cost hundreds of dollars, Memphis Rox applies its gym-based philosophy to the outdoor setting. While tickets are sold to cover the costs of meals, camping, and climbing access, the organization maintains a policy that financial hardship should not be a barrier to entry.
Jon Hawk describes the process not as an application for financial aid, but as a "conversation." This allows for a flexible sliding scale where some participants may attend for free, while others choose to "pay it forward" by contributing more than the base ticket price. This model challenges the traditional commercial structure of outdoor festivals and seeks to create a truly diverse participant base that reflects the broader American population.
Perspectives from the Field: Leadership and Advocacy
The festival’s impact is reinforced by the presence of veteran outdoor leaders who view Rox Fest as a catalyst for systemic change. Phil Henderson, Executive Director of Full Circle Expeditions and a POW Board Member, emphasizes that the event represents a "strong, inclusive group of climbers" that is rare in the traditional outdoor narrative. Henderson, who led the first all-Black team to attempt a summit of Mount Everest, views Memphis Rox as a pivotal player in the diversification of the sport.
Conrad Anker has also highlighted the importance of the transition from indoor gyms to outdoor crags. As climbing continues to grow in popularity—driven in part by its inclusion in the Olympic Games—gyms like Memphis Rox serve as the primary entry point for new participants. By hosting Rox Fest, the organization ensures that these new climbers are introduced to the sport within a framework of stewardship, safety, and community values.
Broader Impact: Cultural Representation and Media Integration
The growth of Rox Fest coincides with a broader cultural recognition of the Memphis Rox story. The non-profit’s journey from a neighborhood initiative in South Memphis to a national model for inclusive recreation is the subject of the documentary "Memphis to Mountains," currently available on Hulu. This media presence has amplified the festival’s reach, attracting participants who are inspired by the gym’s mission even if they are not experienced climbers.
The festival also serves as a case study for the "outdoor equity" movement. By integrating art, music, and social dialogue into a bouldering event, Rox Fest broadens the definition of what it means to be a "climber." It suggests that the future of the outdoor industry lies not just in technical gear and difficult ascents, but in the creation of spaces where individuals from all backgrounds feel a sense of belonging.
Conclusion: The Future of the "Soulsville" Mission
As Rox Fest 2024 approaches, it stands as a testament to the resilience and vision of the Memphis Rox community. What began as a conversation over whiskey at a Utah bouldering festival has matured into a sophisticated, multi-faceted event that addresses some of the most pressing challenges in the outdoor sector: diversity, equity, and environmental stewardship.
The success of the festival in the coming days will likely be measured not just by the number of "sends" on the sandstone boulders of Stone Fort, but by the strength of the connections forged between participants. By honoring the legacy of Jarmond Johnson and maintaining a radical commitment to accessibility, Rox Fest is redefining the American climbing festival for a new, more inclusive era. For the organizers and the hundreds of climbers descending upon Chattanooga this November, the event is a clear signal that the mission of Memphis Rox—access without barriers—is moving beyond the gym walls and into the wild.