The Off-Road Business Association (ORBA), a wholly owned subsidiary of the Specialty Equipment Market Association (SEMA), has released its first-ever economic impact study for off-roading in Moab, Utah. The study, performed for ORBA by Oxford Economics, highlights the economic value of motorized recreation for Moab’s local community as a complement to the cultural significance of off-roading, organization officials said in a press release.
Key findings of the study include:
- $178.7 million in total annual economic impact
- $140.9 million in direct spending impact
- $13.5 million in state and local taxes
- Supported over 1,100 jobs in 2025
- $36.5 million in wage and benefit income
The direct spending that was measured in this study revealed off-roading generated $54.5 million in transportation, $40 million in stores and retail, $20.5 million in food and beverage, $13.7 million in lodging and $12.2 million in recreation.
“This study demonstrates why the off-road industry is worth protecting and a necessary stakeholder in discussion of land use and stewardship across America,” said Sean P. Holman, ORBA’s executive director. “While this inaugural study focused on Moab, its findings underscore the significant economic benefits that motorized off-road recreation brings to communities across the country. These results serve as a powerful reminder of the industry’s value to local businesses, workers and economies, and complement existing national studies to provide a more complete picture of off-roading’s economic importance to our nation.”
The findings show that off-road recreation is a measurable economic contributor that supports jobs, generates tax revenue and helps sustain local businesses throughout the Moab area. Quantifying the economic contribution of off-road recreation in Moab reinforces the importance of maintaining access to trails, public lands and recreation opportunities that support local businesses, workers and communities, ORBA officials said.
Why Off-Road Economic Data Matters for Public Land Access
ORBA’s regional economic impact research seeks to document, using credible local data, how motorized recreation contributes to jobs, small businesses, tourism and economic vitality across America. For many communities, motorized recreation is more than a leisure activity; it also serves as an important economic driver, according to the study.
Jason Curry, director of the Utah Division of Outdoor Recreation, said, “OHV recreation is a huge factor in Moab’s outdoor economy, contributing to local businesses, jobs and families. This study helps us better understand that economic contribution and how to best plan for the future. By working together with our partners to maintain trails and encourage responsible and safe riding, we can care for these landscapes and keep recreation opportunities available for generations to come.”
KaLeigh Welch, owner and director of operations, Ride Moab Industries, added, “Motorized recreation is more than an economic driver for our family and our business; it’s a way of life. It supports local families while giving people a meaningful way to experience the outdoors, build confidence and find a sense of freedom and connection. We’re incredibly grateful to make our living sharing something we love while helping others develop a genuine appreciation and respect for the public lands that we’re fortunate to enjoy.”
Jennifer Johnson, owner, Epic 4×4 Adventures, noted, “Responsible motorized recreation and public land stewardship go hand in hand—and both are woven into Moab’s economic fabric. At Epic 4×4 Adventures, we’re proud to create good jobs, invest in our community and contribute to the economic vitality of Moab and the broader state of Utah while introducing visitors from around the world to this extraordinary landscape. Those visitors stay in our hotels, eat in our restaurants, shop in our stores, buy fuel and support countless local businesses. The $178.7 million economic impact and more than 1,100 jobs reinforce what we see every day: responsible recreation helps sustain Moab’s economy and the people who call this community home.”
In another recent announcement, Jeep was named the Official 4×4 of Moab in a two-year community partnership. The brand’s agreement with the city will fund trail stewardship, community events and responsible off-road recreation.