10th Anniversary Overland Expo Descends on Flagstaff, Arizona
It was a dry, sweltering weekend in the Sonoran Desert. So much so a water tanker made its rounds throughout the venue, spraying water on the soft dirt to keep it from blowing through the handful of vendor booths that comprised the first-ever Overland Expo in Arizona. It was 2009 and our Publisher spent the weekend visiting with each of the vendors in attendance, most of whom had become good friends to him at a time when “overlanding” was nowhere near the trend the word now implies. Back then, it was a niche community of camaraderie. Now, 10 years later, the community has become the fastest growing segment of the off-road market.
Copies of OutdoorX4 Magazine distributed from Title Media Sponsor OutdoorX4 Magazine’s booth.
The 10th Anniversary of the Overland Expo, an event held twice annually, once in Arizona in mid-May and later in the fall on the east coast (this year with a new venue in Virginia), is highlighted by its focus on providing attendees with a comprehensive overview of what we’ve always referred to as vehicle-based adventure travel. Throughout the weekend, a variety of clinics for four-wheeled vehicles and adventure motorcycles, roundtable discussions, product showcases, and much more, highlighted what was the first Expo event for new owners Lodestone Events. To say that Lodestone’s Lindsay Hubley, Jessica Kirchner, and Jacqueline Parral, along with their staff of 82 and 225 volunteers did a superb job of managing 22,000 participants, 1,500+ vehicles, and 405 exhibitors is putting it mildly. Vendors increased by 30% over the previous year, and motorcycle attendance grew by 15%. There was more to see, do and eat, and we would be the first to admit we couldn’t visit all the displays or view the rigs in many areas.
Despite high winds, a lot of sun on Saturday, and intermittent rain, it did little to dampen the spirits of everyone at the Expo. The populace was very hospitable, and the overland community was made to feel welcome anytime. Something of a surprise to first-time attendees was the altitude, high enough to provide Arizonans with a place to ski or snowboard in the winter. The 25-30º difference between Flagstaff and the Phoenix Metro area was enough to warrant layers of clothing and heavy jackets, and Expo attendees were fortunate to miss a snowfall that came a week later.
Attendees came from as far away as Argentina, Australia, Belgium, Brazil, Chile, Germany, Great Britain, India, Indonesia, Japan, Peru, Sweden, and Ukraine. Despite this, one exhibitor queried, ‘Can the Expo sustain further growth over the next few years?’ All you had to do was look at the attendees to affirm that as long as Lodestone wishes to stage this colossal gathering, there will be an audience for it. These photos highlight the event and we encourage you to sign-up and register for Overland Expo East, to be held in Virginia later this year from October 11-13, by visiting the Overland Expo website at www.overlandexpo.com.
At an import-laden event, this F-150 with a Go Fast Camper in Dometic’s stand stood out on BFGs and Fifteen52 wheels.
Warn had a sharp-looking JL in their stall.
Land Rover Las Vegas’ bright orange’64 3.9L V8-powered Series IIA Forward Control was
previously a fire engine. It has a top shelf A/V – PA system, and attracts attention everywhere.
Tualatin, Oregon’s Outside Vans converts Ford commercial Transit Vans into overlanders.
Wilco’s Hitchgate Solo, single sided to reduce weight, holds a 35” tire, and allows maximum door clearance.
Jeep’s in-house built Gladiator had a polyurea-sprayed one-piece roof along with the roof top tent, fuel storage in the rear quarters, and a bed-mounted blender.
Jeep downplayed their restored Cherokee Chief with an all-new drivetrain.
The best overland companions, dogs were everywhere at the Expo.
Ironman 4X4 brought a Ranger, which will likely be completed by their next event.
Japan-only Honda Acty ‘Activity’ truck in Autohome’s booth got plenty of looks.
One of a large Land Rover contingent, this Discovery SE was part of Kenda’s display.
Notwithstanding ominous-looking skies, Saturday’s gatherings were enjoyable. OutdoorX4’s Publisher, Frank Ledwell, is in the foreground.
ICON Vehicle Dynamics had JL suspension kits to go along with their many Toyota fitments.
We appreciated Earthroamer’s hospitality, and the luxury of their XV-LTS on an F-350 chassis.
Coolers and storage solutions from Pelican Products were a press conference highlight.
Impressive Chevy Bison flatbed from American Expedition Vehicles on 35s is a hauler.
Entering the motorcycle village
This happy motorcylist enjoying Overland Expo on a Scrambler.
The Backcountry Discovery Routes are a series of trail systems throughout the U.S. for two-wheel and four-wheeled exploration, and Butler Maps help guide the adventure.
Air Cav!
Adventure motorcycle training on the adv moto course. Training was conducted by Dragoo Adventure Rider Training who is based in Norman, Oklahoma near Oklahoma City.
Mario Donovan of AT Overland was a guest chef at the TemboTusk booth, preparing a fantastic meal for those who stopped by.
The OutdoorX4 Magazine booth. We kept it simple and approachable this year. OutdorX4 has been a Title Media Sponsor of Overland Expo since 2014.
A modernized Bronco at the Front Runner Outfitters’ booth caught a lot of attention.
The Rivian Electric Truck booth was one of the most engaging areas of the entire event.
A side shot of the R1T Electric Truck from Rivian.
A close-up of our Exhibitor Display badge from the OutdoorX4 Magazine booth.
OutdoorX4 Magazine’s Publisher, Frank Ledwell, along with several industry-leading colleagues in the publishing business, discuss how influencers and media are a crucial part of the overlanding market’s continued growth.
Special thanks to Susan Dragoo and Ashley Hill for providing several of these featured images.
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