Find Your JoyTM; Branding McKinley County for Adventure, Community, and a New Vision for the Outdoors

McKinley County is redefining how people experience New Mexico’s high desert. With its Find Your JoyTM campaign, the county is celebrating its vast outdoor potential and reshaping how locals and visitors view the region. The program is critical to the entire region’s effort to drive economic development within the Outdoor Recreation sector.  

This past January, Brian Leddy was hired as the McKinley County Brand Manager, the only such position in the state at the county level. His focus this year has been at the heart of these efforts, working to amplify outdoor recreation and strengthen community engagement around the brand.

The Find Your JoyTM initiative isn’t a quick rebrand. It’s a long-term effort to shift the narrative around McKinley County. “It’s about changing perceptions,” said Leddy. “We want people to see this as a place where they can live, work, and find joy through authentic outdoor and cultural experiences.”

What are the best ways to experience McKinley County, NM?

One example is the Joy Ride & Run, a signature event the county hosts. This past June marked the second annual event, which drew 160 participants to multiple mountain bike rides, trail runs, and inclusive youth bike races. Food, giveaways, and a community-centric vibe showcased just how accessible and fun outdoor adventure in McKinley County can be. “Next year, we plan to grow it beyond the county and bring in participants from across the state,” said Leddy.

Beyond events, Find Your JoyTM focuses on infrastructure, particularly making significant strides at Red Rock Park, one of the region’s iconic landmarks. As manager of the City of Gallup-owned park, McKinley County has begun renovating outdated facilities. A solar-powered shade structure is in the works as well as major upgrades to the campgrounds. “Although less known, Red Rock Park is just as fabulous as Moab for pure outdoor recreation,” said Leddy.

The regional trail network is expanding, too. The Zuni Mountains now offer around 50 miles of non-motorized trails, with a 24-mile addition underway. Plans for the Twin Springs Trail System, roughly 30 miles of high-country hiking, biking, and equestrian paths along the Continental Divide, are also moving forward.

Is there more than recreation?

McKinley County is also home to a rich tapestry of cultural experiences that reflect the deep roots and diverse traditions of Native American heritage. Visitors can explore the George Galanis Multicultural Center and the Red Rock Park Museum, each showcasing the rich history and artistry of local Indigenous communities. A journey to Chaco Canyon offers an unparalleled visual experience into the ancestral living of the Puebloan peoples. Additionally, with the 100th anniversary of Route 66 in 2026, travelers can celebrate this iconic American roadway that runs through the City of Gallup and McKinley County.

Where can you find joy in New Mexico?

The Find Your Joy™ logo points to the correlation between the region’s outdoor recreation and cultural relevance. Describing the logo, Jim Glover, Partner at Once a Day Marketing, stated that it features “a northwest-pointing compass as the main design element.” Glover added, “The interior compass motif is quite special as it boasts the New Mexico border in the interior shape. Additionally, in Navajo culture, the number four holds great significance, such as the four directions. The directions are often represented by colors — the same represented in the logo: white shell (east), turquoise (south), yellow abalone (west) and jet black (north).”

For Leddy, it’s clear: McKinley County is already a destination with long-standing natural and cultural elements that hold plenty of potential to be discovered by today’s generations. “You won’t find crowds here. You’ll find stunning landscapes, a strong community, and a chance to connect with nature in a personal way,” he said. “Whether you're into mountain biking, hiking, horseback riding, or simply exploring pristine beauty, McKinley County invites you to Find Your JoyTM.”

Greater Gallup Economic Development Corporation is thankful for McKinley County and Find Your JoyTM's efforts in helping drive outdoor recreation, tourism, outdoor recreation-related manufacturing and small business development in the region. Contact us today to get involved!