About The Salt Lake Off-Road & Outdoor Expo
Meet the team of off-road enthusiasts who put this event together!
Founder for the Salt Lake Off-Road & Outdoor Expo

Phil Rawlings

Phil’s first love of dirt came from riding his bicycle with grafted on BMX parts in the fields near his house in Idaho. His first motorized toy at the age of 14 was a Kawasaki KE100 he kept at his friend’s house so his parents wouldn’t find out. His second vehicle was a ’74 Jeep J10 truck. Phil loves vehicles which is what drove him to become a Mechanical Engineer putting himself through school as a mechanic.

Phil loves Off-Roading and the Off-Road community. We are outdoorsmen, tinkerers, entrepreneurs, gearheads and nature lovers. He has been involved with and designed parts for a number of companies over the years that have gone to shows like SEMA and the Pomona Off-Road Expo. It always bothered him that they had to go somewhere else to have an Off-Road Expo. One night talking with friends he asked why don’t we put on an Expo ourselves? Utah is the mecca for Off-Roading after all. They thought it was a good idea but dismissed it as “campfire talk”.

The idea of putting on an Off-Road Expo wouldn’t leave him alone. After thinking about how to do an Expo and the elements that would go into it he became more convinced that he didn’t want a big event company coming into Salt Lake and leaving without making it a better place. He wanted to be able to help the Off-Road community and came up with 3 pillars for the Expo; Promote the Off-Road businesses in Utah, Promote Utah, Promote Land Use Stewardship in part by uniting the Off-Road Community.

Co-Founder of the Salt Lake Off-Road & Outdoor Expo

Scott Phillips

Scott was raised with Off-Roading in his blood. His Grandpa Phillips introduced the family to Jeeping with a military surplus Jeep Willys MB and the extended family has been using 4×4’s to access the outdoors ever since. Scott’s first ride in a 4×4 was in his father’s Toyota FJ40 on the way home from the hospital. His first “stuck” was 6 months later when his Dad took an impromptu “shortcut” on the way home and his Mom opened the front door to the sight of both Scott and his Father covered in mud. When Scott turned 16 it was a given that his first vehicle would be a Jeep. He built (and rebuilt) a 1984 CJ-7 over the course of 25 years with the only original remaining parts consisting of the Grill, Dash, Steering wheel and Tailgate. Scott was involved with the ARCA/RCAA and UROC Rock Crawling competitions from their inception; serving as a Judge for ARCA/RCAA and the Head Judge/Marshall for the UROC competitions where he helped to develop the Judges handbook and trained the volunteer judges at each event to maintain a high level of professionalism and consistency in judging from event to event which helped to make UROC the preeminent rock crawling competition of its time.

Scott and his wife Susie have been married for 15 years. They have two daughters, one of which was adopted from China when she was 11 months old. Scott has lived in Utah for most of his life but has spent several years in both the Atlanta and Pittsburgh areas. Scott and his family love the outdoors and enjoy spending time together camping, horseback riding, riding ATV’s and they particularly enjoy driving the Jeep on the trails in Moab and exploring Utah’s west desert. Scott is passionate about Utah’s public lands and maintaining motorized access as a way for everyone to be able to access and enjoy the beauty and grandeur Utah has to offer. When Phil Rawlings approached him with the idea for the Salt Lake Off-Road & Outdoor Expo he was immediately excited about the potential that the Expo had for promoting local Utah businesses, tourism as well as utilizing the Expo as a tool to help educate and promote responsible land use stewardship and open access advocacy.

Creative Director for the Salt Lake Off-Road & Outdoor Expo

Neil Peterson

Playing outdoors has been a way of life for Neil from a very young age. He would explore as far as he could – first the backyard, then the neighborhood, soon the Salt Lake Valley, and finally the magnificent state of Utah. “I wonder where that trail goes,” has been the simple catalyst that has propelled Neil on to many memorable adventures. His first love was a 1968 Ford Highboy but he soon learned he shouldn’t rally his ride home so he began enjoying trailered toys including an early 90s wrangler, sport quads, dirt bikes, and a Subaru powered sand rail. Currently his favorite off-road activity is riding ATVs with his wife and daughters in the deserts and red rock areas of Utah.

Digital Marketing Specialist for the Salt Lake Off-Road & Outdoor Expo

Julianne Smith

As a little girl, I remember riding along our family cabin’s dirt road in my grandpa’s ol’ green “jalopy” Jeep. Top down, wind in my hair, sunshine on my face, trees whizzing by as we climbed over the rocky terrain. I remember the smell of dust and feeling like nothing was as exhilarating as this. I remember thinking, “One day I will have a Jeep of my own and I will go places like this all the time so I can always feel this free.”

Years down the road, here I am: a Digital Marketing professional, an Account Manager with NP Digital, with loads of experience in strategy, social media, content, and special events marketing, with a love for small business owners and a Political Science degree on the wall from the University of Utah. And, recently, I have spent my own blood, sweat, and tears to build a Jeep of my own, a black 2006 LJ that is so gorgeous now that I still sigh happily every time I see it. A labor of love, my build could only happen with the help of my sponsor, Teraflex, and my friends who guided and inspired me to make it the Jeep of my dreams, proving that awesome things can happen when people come together.

So when my neighbor shared his brilliant idea of getting off-roading enthusiasts together for what would become the Salt Lake Off-Road Expo, I immediately jumped at the chance to be an integral part of getting this project off the ground. Helping to establish this event brings my passion and love for so many varied things together, my skills and interests uniting to become one.

This is like the off-roaders we are trying to unite! If what I do to support this endeavor can help secure land use access for generations, if it supports the growth of small businesses in Utah, and helps to unite the adventuring spirit of people who feel their most free when they are on a dirty, dusty trail, you could easily say that I am a proud member of the expo and implore you to join the rally cry: #OffroadersUnite!

Organizer for the Salt Lake Off-Road & Outdoor Expo

Joe Belk

Joe Belk has been off-roading for 20 plus years. He has been involved in custom car culture since before he could drive. He is currently the head of the Utah Off-Road Recovery Team, a member of the Expedition Utah, and head of Big Rig Expeditions.

Joe has been involved in the Salt Lake Off-Road & Outdoor Expo since the beginning mostly organizing the many volunteers that make the Expo happen. He truly enjoys being a part of such an amazing group of people trying to make a difference in the Off-Road community. Keep Public Trails Public!

Show Logistics for the Salt Lake Off-Road & Outdoor Expo

Heather Willden

Heather realized her passion for the meeting and event industry at the age of 16 while helping her mother coordinate the entertainment programs and talent show competitions for a local festival in her home town of West Valley City, Utah. That passion led her to Las Vegas where she completed her Undergraduate and Master’s degrees in Hospitality Management from the William F. Harrah Hotel College at UNLV. She also earned a Graduate Certificate in Nonprofit Management from the Greenspun College of Urban Affairs at UNLV. While at UNLV, she blended her passion for meetings and events and her love for technology when she wrote her Master’s thesis “Specifications for Mobile Applications for Meetings and Conferences.” That Master’s thesis led her to Core-Apps, where she has been a member of the account management team since 2012. She is also an adjunct professor at UNLV, educating the future leaders of our industry. In her downtime, Heather can be found spending time with family camping and riding their RZR’s in the mountains in Utah and the desert of Nevada.

Organizer for the Salt Lake Off-Road & Outdoor Expo

Alex Gertsch

Alex has been in the Off-Road world since he was a child. He has been building vehicles for himself and friends over the years. For several years Alex was with Four Wheeler Magazine Top Truck Challenge as recovery crew and member of the film crew.

Alex has been helping with SLOREX since the beginning. He believes there should be unity across all spectrums of this industry and wants to help bring awareness to that. He has had a lot fun meeting new people and exchanging ideas and information on making things better for everyone.

Organizer for the Salt Lake Off-Road & Outdoor Expo

Taylor Neilson

Taylor first became interested in Off-Roading in high school after moving to Utah from So. California. Like most, he has owned multiple 4 wheel drives over the last 25 years and loves wheeling with friends. He is a 3rd generation mechanic and loves any thing with an engine especially if it is a Jeep and a GM.

Taylor came to be a part of the Expo by default because Phil and Taylor have been friends since high school and friends help friends get into trouble!

Organizer for the Salt Lake Off-Road & Outdoor Expo

Phoenix Roberts

A New York City native, Phoenix came to Utah to attend Brigham Young University’s film school but also found an adopted home in the Mountain West. Recruited into a trucking company as a writer/desktop publisher in 1999, he’s pursued this profession ever since. His writings include pieces for local and regional newspapers and magazines; white papers for corporate clients; political propaganda for local, state and federal races and numerous marketing materials for Overstock.com, Amazon.com and others. He’s worked as editor of two start-up newspapers; was secretary to the board of trustees of a small university and is a semi-professional actor, having written, produced and performed a one-man play where he portrays Jacob Broom, a delegate to the 1787 Federal Convention. History has always been his hobby, including time with a re-enactor group that portrays life on the pioneer trails of the 1840s — the original off-road enthusiasts! He is active in local politics and brings many years of cultivating contacts among state and federal office holders to SLOREX, supporting the growing legislative presence of the off-road community.

Organizer for the Salt Lake Off-Road & Outdoor Expo

Brian Peterson

Brian grew up in the Salt Lake Valley, back when there use to be dirt roads and open spaces. He has always had a fondness of all things motorized, and enjoyed the freedom that came with them. He has experience in many forms of off-roading, including dirt bike racing, rock crawling, and overland exploration.

Brian has been married for 10 years, and has 3 children. Outdoor activities are a family event for them, with an average of 20-30 nights a year spent camping. Brian has spent many hours in service to our public lands, and enjoys the opportunity to give back to the land through service projects. Brian has helped to plan and execute the salt lake off-road expo for both years it has been running.

Graphic/Media Designer for the Salt Lake Off-Road & Outdoor Expo

Diana Ribera

Diana has been involved in the expo from the very beginning. Phil knew that he needed a killer logo for the Expo that not only looked good but, from looking at it, one could grasp the Expo’s purpose instantly. She’s responsible for all printed material, billboards, banners and pretty much anything else Phil decides to ask her to do.

Diana has been doing freelance graphic design for the past 10 years. She recently received her bachelors from BYU-I with a graphic design and web frontend development emphasis.

Off-Roaders Unite!

Join us for the 8th annual Salt Lake Off-Road & Outdoor Expo

This 2 Day event brings together off-roaders and promotes local off-road businesses. Check out cool stuff while getting in some off-road land use!



3 drawing times – Friday 6pm, Saturday 12pm & 6pm; must be present to win.