The event, staged at Lasertown, marks a strategic pivot for the Birmingham-based manufacturer. While the brand built its reputation on rugged, all-encompassing overland vehicles, this festival aims to translate the intimate camaraderie of a trailhead campfire into an arena-style production. Presented by Gibson Guitars and Mercedes-Benz, the lineup features headline acts including Ozomatli, Blackberry Smoke, and The Struts, supported by a unique appearance from The Dusty Bunch, a collective featuring company CEO Neil Grimmer.
Beyond the Gibson Stage, the festival grounds function as a hub for outdoor education and gear culture. Attendees can participate in hands-on Learning Labs, browse the Vendor Village, or test-drive vehicles and LiveWire electric motorcycles. According to Chief Marketing Officer Josh Ehren, the event serves as an extension of the existing owner community, providing a formal stage for the connections typically forged in the backcountry. With on-site amenities ranging from shower facilities to local wildlife encounters, the festival is positioned to attract both seasoned off-roaders and newcomers drawn to the high desert experience.
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