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Camp Jeep, California: For Gail Duncan, her first Camp Jeep was about far more than driving Jeeps. "What I thought was interesting was the variety of experiences available for individuals and families," said Duncan, who lives in North Adams, Massachusetts, and along with her husband, Doug, owns a Jeep Grand Cherokee. "I really liked the rock climbing wall and the zip line, and I felt the way that the event was organized made it very safe, but it also allowed the attendees to have independence and freedom. And, that fits with the whole Jeep idea and the people who drive them."

DaimlerChrysler brought its successful Camp Jeep event to the west coast last summer, making its first visit to Santa Barbara County. Started a decade ago, with its inaugural event held in Camp Hale, Colorado, the annual summertime gathering of Jeep enthusiasts has grown in numbers and in 2004 year drew crowds of more than 10,000- the most ever in its history- to the Oak Ridge Estate in the Blue Ridge Mountains of Nelson County, Va. for its July session. Close to 2,500 owners came to the three-day late August event centered in the rural mountain community of Sisquoc, in the foothills of the Sierra Nevadas.

A true family-focused event, there were more than 150 activities for the entire family, including Kids Village, with arts and crafts and a driving course with miniature Jeep vehicles; Sports and Adventure Village featuring a variety of outdoor adventure sports, including kayaking, climbing, hiking and fly-casting; the SoBe Thrills and Spills Village where extreme athletes performed stunts on skateboards, mountain boards and free-style BMX bikes, with lessons available from the athletes.

The World of Jeep Village had both a Jeep museum, with Jeep vehicles of every era along with historical information, and the Jeep Store, stocked with Jeep Gear and Mopar accessories. There was also an Engineering Village, staffed with Jeep experts, so that owners could ask questions, and participate in roundtable discussions with Jeep engineers, to learn more about their vehicle, and new vehicles that Jeep has to offer. Additionally, there was Camp Jeep Financial, sponsored by Chrysler Financial and Jeep Rewards Visa.

While all Camp Jeeps have similar components, the California Heritage Area was new and designed to attract and honor America’s growing Latino population. This display gave campers the opportunity to experience Hispanic heritage through music, food, history and art. Among the offerings was music by a live Mariachi band and Latin finger foods, as well as exhibits and information about the history of California missions and replicas of famous Diego Rivera paintings.

Family concerts included the music of Los Lobos, with their unique blend of rock, folk, blues, R&B, country and Tex-Mex - all combined with traditional Mexican music; and the rock group LIVE, with a dynamic edge.

For Duncan, who uses her Grand Cherokee as a daily driver to meet the busy transportation needs of her family of six, Camp Jeep "was a mix of fears and thrills and stretching myself, but I loved it all," said Duncan. "I went from one event to another- rappelling from a tall tower, to skate boarding, to driving Jeeps over very challenging terrain. The greatest thing was all the Camp Jeep staff saying ‘you can do it’ and giving so much encouragement and praise along with their instruction."

Jeep enthusiasts were able to drive different models of Jeep vehicles on a ‘101’ course, on backcountry trails, and to get a look at the all-new 2005 Jeep Grand Cherokee. "I’m always using my Jeep to drive my four children and their friends back and forth to their events, which includes taking them to the beach and to camp. It was really exciting for me to able to go to Camp Jeep, because ‘Mommy’ was going to camp, and to be able to do so many adventures," enthused Duncan, who had previously driven on some dirt road trails in New England, but had never been four wheeling over 4WD rated trails, and extreme courses.

"There was such an adrenalin rush driving the 2005 Jeep Unlimited over some moderate trails on the first day, and being taught to ‘feel the vehicle’ and to learn by taking the little steps, and getting to know the vehicle and feel confident in it. Then, the second day, driving the 2005 Rubicon Wrangler—The King of Vehicles—over an extreme trail that was uneven, where one wheel was up in the air, and through deep gullies, I began to understand the relationship between the vehicle and the driver and really began to trust what it could do. And, it was such a beautiful setting, with the California ranch-style setting, the brunt-umber colors of the land, and the images of long lines of Jeeps and dust rolling behind."

While started in the Rocky Mountains of Colorado, the Blue Ridge Mountains in Virginia have served as a site for the event 4 out of the last 5 years. This year was the first time for the west coast and the Santa Ynez Mountains of Santa Barbara, California. "The geography of the land is very Jeep oriented," said Lou Bitonti, Senior Manager of Jeep Global. "And by launching the new 2005 Jeep Grand Cherokee in the west, we used the Camp Jeep event to advertise our assets. Camp Jeep in Santa Barbara was another way to promote the Jeep brand." Jeep brought its all-new Grand Cherokee to the event for owners to see and the automotive press to drive for the first time. It will be at dealers this fall.

According to Bitonti, close to 3,000 vehicles were counted at the gates of the Virginia event this year, with an average of three participants per vehicle present. That number is well above the first year results, when just 700 vehicles parked at Camp Hale, Colorado.

California’s first event drew close to 1,000 Jeeps, which Bitonti sees as a success. "It takes a couple years for an event to gather roots in a particular location. In California, we’ve started to lay a foundation for future events." Bitonti feels Jeep has "hit a nerve" among customers because of the overwhelming positive reaction to Camp Jeep, which has produced many "thank yous" from Jeep owners.

A variety of merchandise is sold at the events. Most of the MOPAR accessory line, such a light bars and special wrenches, for example, are available at the Camp Jeep events. "Some accessories are even installed on site," said Bitonti. But bolt-ons are not the only products available. Hats, T-shirts, watches, backpacks, and even mountain bikes are for sale. DaimlerChrsyler calls these items "Jeep Gear," and although no actual sales numbers were provided, Bitonti indicated the revenue this year was the highest in history. "It pays for all the material used at the events to promote the merchandise." Bitonti also notes that T-shirts and hats are among the top sellers, since these items communicate the owners’ participation in the events.

Enthusiasts also had the opportunity to brush up on their off-road driving skills. One of the most popular highlights is the Jeep101, a specially-constructed course designed to teach off-highway driving and safety skills as well as demonstrate the new Trail Rated capabilities of Jeep vehicles. Campers are paired with experienced guides as they navigate up and down steep grades, and tackle challenges such as large rocks, log crossings, sand and other off-highway obstacles. Once participants master the 101 course, they can navigate various levels of 4x4 trails in their own Jeep vehicles, participating in 4WD guided trail rides, on backcountry tracks that ranged from scenic to hardcore.

Camp Jeep is one of a number owner-loyalty programs created by the Jeep division of Chrysler Group. Jeep Jamborees, which started in the early 50’s are a true off-highway vacation, and have drawn hundreds of thousands of participants to locations that range from the Mohawk Trail, in Massachusetts to the famed Rubicon Trail, near lake Tahoe, California. Approximately 7,000 owners participate in more than 30 Jamborees held each year. The positive response to Camp Jeep led to the spin-off of Jeep 101. Jeep101 driving courses are now offered in cities across the U.S. to provide owners and prospective owners an opportunity to learn and test out the basic skills of safe and adventurous 4 x 4 driving.

For Duncan, there’s no question about trying to attending this year’s Camp Jeep. "It’s a great thing for families and for people wanting to have fun. I hope to be back this year and bring my family to Camp Jeep California, since they’ve never seen the west and the mountains there which are so different from the east coast. They would really like it."

"Camp Jeep has been so successful and attracted so many participants over the past 10 years that it was time for the program to expand its reach to the West Coast, " said Jeff Bell, Vice President - Jeep. "It's a wonderful opportunity for families from all over to gather and celebrate the utility and versatility of their Jeep products."