The Grand Valley Outdoor Recreation Coalition (GVORC) enters a new chapter as it becomes a 501c3 organization, solidifying its role in advancing the outdoor industry in Mesa County.

Since its inception, GVORC has been instrumental in highlighting the economic impact of outdoor recreation in the region. A recent study revealed Mesa County’s significant contribution to the outdoor industry, surpassing statewide figures.

On March 26, 2024, the who’s who of the Grand Valley’s movers and shakers in outdoor recreation gathered together in Grand Junction at Trail Life Brewing and The Gear Junction for an official kick-off celebration for GVORC.

Sarah Shrader, founder of the Outdoor Recreation Coalition and board president, started the evening off with a brief history of the coalition, which began with a small group of business owners and outdoor enthusiasts who met up once a month for beers to discuss ways to improve outdoor opportunities in the Grand Valley. That was in 2015. They have since supported key initiatives such as the Monument Trail Connector and the Palisade Plunge.

Schrader expressed what the initial intentions were with the group, which has continually worked in conjunction and collaboration with the community, as well as city, industry and economic leaders.

“Knowing that we have spent 100 years being dependent on the extractive fossil fuel industry in the valley, we’re now really trying to change the trajectory of what this valley could look like,” Shrader says. “75% of our valley is public lands and we really wanted people to focus on the surface of the land for wealth, instead of underneath it.”

As one of 13 coalitions in Colorado, GVORC will collaborate closely with state offices and support regional initiatives to enhance outdoor experiences across Mesa, Delta and Montrose counties.

Alongside local business owners, elected officials from the valley were in attendance: Mayor Anna Stout; city council members Jason Nguyen, Abe Herman, Randall Reitz and Cody Kennedy; and Western Colorado regional director Sarah McCarthy from Senator John Hickenlooper’s office. We were also introduced to Conor Hall, the Colorado director of Outdoor Recreation Industry, and the GVORC’s first appointed executive director, Chandler Smith.

Smith briefed us on the purpose and mission of GVORC, which is focused on supporting and growing the outdoor industry in the Grand Valley as an inclusive, sustainable and economically positive endeavor. He also gave credit for the coalition’s newly-created marketing initiatives to Jorde Matthews of Be Someone Design Co. and TJ Smith of Stray Wild.

The coalition’s strategic planning, informed by community input, underscores the importance of outdoor recreation in the region. An updated brand and website further demonstrate GVORC’s commitment to fostering outdoor experiences.

For more information and to discover ways to become involved, visit gvorc.org.

Originally published in the Summer 2024 issue of Spoke+Blossom.

Paving The Way For Outdoor Industry Growth — Grand Valley Outdoor Recreation Coalition