AS THE sun peeked over the La Sal Mountains, washing Southern Utah with warm hues of ochre and crimson, we made our way down Main Street to the Moab Diner for breakfast. It was opening day of the 2022 Easter Jeep Safari (EJS), and a steady stream of traffic flooded in to town for one of North America’s most popular off-road venues.
Today’s event draws tens of thousands of participants from all corners of the planet, but we need to look back half a century, and further, to understand the significance of its origins. The year was 1967, and in an attempt to boost a lagging economy, the Moab Chamber of Commerce organised an event to draw attention and tourism to the area. It would be a simple affair and take place on Easter Sunday; a
