WORDS: Scout Motors IMAGES: Nick Keating
his Labor Day weekend, we traveled to Snowmass Village, Colorado, for the Jazz Aspen Snowmass Labor Day Experience, better known as JAS Fest. There, beneath the Maroon Bells of the Elk Mountains, live music, the great outdoors, and thousands of people came together for one last long weekend of summer.
We arrived with three concept vehicles: the Scout® Terra™ pickup truck and two very different expressions of the Traveler™ SUV. It marked the first time the new Mountainside concept and reimagined trail-ready concept appeared together in public, and the Colorado high country was a fitting place to bring them together.
The weekend featured artists such as Benson Boone, Tim McGraw, and Shaboozey, among many others. Between main stage performances, the Scout Village Stage kept the music going all weekend. The Galentines kicked things off Friday, followed by The Runaway Grooms on Saturday and longtime Aspen favorite Jes Grew on Sunday.
Across from the stage, three Scout concept vehicles joined the crowd. Parked side by side, the two Traveler concepts showed just how differently adventure can look. Mountainside brought a warmer, more refined, luxurious approach. The trail-ready concept leaned in the opposite direction, equipped for rough roads, remote campsites, and places far beyond the pavement.
The Jazz Aspen Snowmass Labor Day Experience was not a conventional auto show, and that’s exactly why we were there.
As Chief Design Officer Chris Benjamin put it, “The Traveler is designed for a wide range of lives, from everyday family adventures to serious off-road exploration.” JAS Fest gave both versions the right audience in the right setting.
The Scout® Terra™ pickup truck rounded out the display in its Silo finish. Attendees were offered a close look at the truck alongside the two new Traveler concepts.
The Driven by Community tent gave people another reason to stick around and leave their mark. Our Scout vending machines were a hit, stocked with festival essentials. A large community map invited visitors to place a pin where they came from, creating a visual record of just how far the weekend’s crowd had traveled. Guests could also have an instant photo taken on-site, then add it to the growing display or keep it as a souvenir from the weekend. The Scout Stitch Shop offered the chance to have a bandana custom-embroidered on the spot—more tangible reminders of a great weekend.
JAS Fest was not a conventional auto show, and that’s exactly why we were there. We’d rather meet people where they are—and this weekend, that happened to be an open field surrounded by mountains. People came for the music, the outdoors, and the chance to spend a few days celebrating. The Scout vehicles simply became part of it.
And that’s where you’ll find Scout vehicles: anywhere. For some, adventure means leaving the pavement behind. For others, it means loading up the family and heading toward a concert or a long weekend in the mountains. And sometimes, it’s both.
Between the debut of two new Traveler concepts, three days of live music, and thousands of people discovering and experiencing the Scout Motors brand, everything came together in the right place at the right time. The mountains made the perfect backdrop, and the community made it feel like home. Thanks, Colorado. We’ll see you again soon.
Disclaimer: Scout Motors celebrates the legacy of Scout vehicles and the passionate community that keeps them alive. However, Scout Motors does not sell, restore, or provide parts or services for vintage Scout vehicles. Any modifications or restorations featured are the work of individual owners or third-party specialists.
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