Outdoor Retailer - July 2021 - 42

The Backstory: Montezuma Valley Market
OUT OF THE ASHES
On April 18, 2021, Montezuma Valley Market burned to the ground. The outdoor retail shop-slashcafe
in Ranchita, Calfornia, has long been a favorite stop for Pacific Crest Trail thru-hikers on the
intense Sonoran desert section of the trail, and owners Kemi and Mike Pavlocak bought the place
in 2018 to keep that legacy alive. After enduring a year of COVID-19 and uncertainty, the fire
seemed to be the end of the icon, especially since the Pavlocaks were already dealing with family
illness and their insurance policy did not cover the entire loss. But the PCT thru-hikers and outdoor
community would not let the Black-owned business disappear so easily. At the forefont of the
charge to save Montezuma was Insta outdoor celebrity Pattie Gonia, who asked her 341,000
followers to help. A GoFundMe campaign has since raised $80,000 out of a $200,000 goal to
bring the business back. Kemi Pavlocak says the couple plan to rebuild, but they still need help.
You can donate to the campaign here. -Doug Schnitzspahn
42 OUTDOOR RETAILER / July 2021
Before it burned down,
Montezuma Valley Market
served as a waystation and
bunkhouse for parched
PCT thru-hikers.
Photograph courtesy Montezuma Valley Market
https://www.gofundme.com/f/help-montezuma-market

Outdoor Retailer - July 2021

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