The Tennessee climbing community is preparing for the return of Rox Fest, a three-day outdoor gathering scheduled for November 7-9 at Stone Fort. Now in its third year, the festival represents a significant expansion of the mission spearheaded by Memphis Rox, a non-profit climbing gym based in Memphis, Tennessee. Supported by an empowerment grant from Protect Our Winters (POW), the event integrates technical bouldering with community-centric programming, including educational "Rox Talks," live music, art installations, and gear sustainability initiatives.
Rox Fest is positioned as a fundraiser and a community-building exercise, set against the backdrop of one of the premier bouldering destinations in the Southeastern United States. The 2024 iteration of the event is specifically dedicated to the memory of Jarmond Johnson, a long-time Memphis Rox employee and community figure whose influence was instrumental in the gym’s cultural development.
The Genesis and Evolution of Rox Fest
The conceptual framework for Rox Fest was established in 2022 during a meeting at Joe’s Valley Fest in Utah. Professional climber Sam Elias and Jon Hawk, the Director of Operations and Partnerships for Memphis Rox, sought to create an event that mirrored the gym’s internal philosophy: eliminating socio-economic barriers to entry in the outdoor industry.
Memphis Rox, located in the Soulsville neighborhood of South Memphis, opened in 2018 as a 501(c)(3) non-profit organization. It operates on a "pay-what-you-can" model, ensuring that no individual is turned away regardless of their ability to pay for a membership. This philosophy was the driving force behind the creation of Rox Fest. Organizers intended to transition the inclusive environment of the indoor gym to a world-class outdoor setting, providing a "premium experience" without the high financial barriers typically associated with outdoor festivals.
The festival’s growth over the past three years reflects an increasing demand for diversity and equity in climbing. By securing the POW empowerment grant, Rox Fest has been able to subsidize attendance and expand its programming to include climate advocacy and environmental stewardship, aligning the social mission of Memphis Rox with the ecological mission of Protect Our Winters.
Site Profile: Stone Fort and the Sandstone Tradition
The choice of Stone Fort, also known as Little Rock City, as the festival’s venue is significant within the climbing community. Located on the grounds of the Montlake Golf Course just outside Chattanooga, Stone Fort is renowned for its high-concentration of quality sandstone boulders.
Geologically, the area is characterized by Pennsylvanian-age sandstone, known for its durability and unique "iron-rock" features. The site hosts hundreds of established bouldering problems ranging from beginner (V0) to elite levels (V13). Stone Fort is a primary stop for the Triple Crown Bouldering Series, a regional competition circuit that raises funds for the Southeastern Climbers Coalition (SCC) and the Access Fund.
Professional climber and POW Board Member Conrad Anker, who has participated in previous editions of Rox Fest, describes the location as "world-class." According to Anker, the rock quality and the tranquil forest setting provide an ideal environment for both athletic performance and social connection. The timing of the event in early November is strategic, as the cooler autumn temperatures—referred to in climbing parlance as "friction weather"—offer optimal conditions for gripping the sandstone.
Programming and Community Engagement
Rox Fest distinguishes itself from traditional climbing competitions by prioritizing dialogue and skill-sharing over competitive rankings. The 2024 schedule features several key components:
- Rox Talks: These are 10-minute, TED-style presentations delivered by professional athletes, community leaders, and artists. The talks focus on the intersection of outdoor recreation, social justice, and environmental advocacy.
- Sustainability Initiatives: A dedicated gear repair pop-up station will be available to participants, encouraging the maintenance of existing equipment rather than the purchase of new goods. This initiative aligns with POW’s focus on reducing the carbon footprint of the outdoor industry.
- Vendor Village and Art: The event includes a curated selection of vendors and a "flash tattoo" event, integrating local art and culture into the climbing experience.
- Inclusivity and Accessibility: Following the Memphis Rox model, the festival maintains an open-door policy regarding ticket costs. Jon Hawk has emphasized that if the ticket price is a barrier for an interested participant, the organization engages in a "conversation" rather than a formal financial aid application to facilitate attendance.
Data and Analysis: Addressing the Adventure Gap
The mission of Rox Fest and Memphis Rox is supported by broader industry data regarding diversity in the outdoors. According to the 2023 Outdoor Participation Trends Report by the Outdoor Industry Association (OIA), while outdoor participation reached a record high of 168.1 million people in 2022, significant demographic disparities remain.
The report indicates that while the participant base is becoming more diverse, Black and Brown communities remain underrepresented relative to their percentage of the U.S. population. Specifically, the "Adventure Gap"—a term popularized by author James Edward Mills—describes the historical and systemic barriers that have discouraged people of color from engaging in outdoor sports like climbing.
By hosting Rox Fest at a major outdoor destination like Stone Fort, Memphis Rox is actively working to bridge this gap. The event provides a structured, supportive environment for climbers who may have learned the sport in an urban gym setting but lack the resources, transportation, or social networks to transition to outdoor bouldering.
Institutional Support and Industry Reactions
The involvement of high-profile industry figures underscores the perceived importance of Rox Fest within the national climbing landscape. Phil Henderson, a POW Board Member and the Executive Director of Full Circle Expeditions—the organization that led the first all-Black team to the summit of Mount Everest—has identified Rox Fest as a critical platform for inclusivity.
"Rox Fest represents a strong, inclusive group of climbers from around the country," Henderson stated. "Climbing brings people together. Memphis Rox plays a big role in that."
The endorsement from organizations like POW and leaders like Anker and Henderson suggests that the Memphis Rox model is being viewed as a blueprint for the future of the outdoor industry. The shift toward community-funded and non-profit outdoor spaces represents a move away from the traditional commercial gym model, which often relies on high-income demographics for sustainability.
Legacy and Cultural Impact: The Jarmond Johnson Dedication
A central theme of the 2024 festival is the honoring of Jarmond Johnson. Within the Memphis Rox community, Johnson was regarded as a foundational figure who bridged the gap between the gym’s administrative goals and its neighborhood impact.
"He’s the reason why this place exists," said Jon Hawk. "He is the mission. This year’s festival is for him. It’s our way of carrying the torch."
The dedication of Rox Fest to Johnson serves as a reminder of the human element behind the sport. It highlights the role of "community anchors"—individuals who foster a sense of belonging for those who may otherwise feel excluded from the outdoor culture.
Broader Implications and Future Outlook
The influence of Memphis Rox has recently extended into mainstream media with the release of the Hulu documentary "Memphis to Mountains." The film chronicles the gym’s journey and its efforts to introduce Memphis youth to the peaks of the American West, further amplifying the organization’s mission to a global audience.
As Rox Fest 2024 approaches, the event serves as a case study in how the outdoor industry can evolve to be more equitable. The combination of corporate sponsorship from brands like POW and a grassroots, non-profit approach to event management suggests a new path for outdoor festivals.
By prioritizing "connection over competition," Rox Fest challenges the traditional narrative of climbing as an individualistic, elite pursuit. Instead, it frames the sport as a tool for social cohesion and environmental awareness. The success of this third annual event will likely influence how other organizations approach the intersection of recreation and social responsibility in the years to come.
Tickets for the event include meals, camping, and access to all programming. Organizers continue to encourage individuals facing financial constraints to contact the Memphis Rox team directly, reinforcing the commitment to a community where, as Hawk states, "everyone belongs."
