EM Chamber rebrands as Valley Crossroads Chamber of Commerce

At its annual gala Wednesday night, the Eagle Mountain Chamber of Commerce announced a new name and identity, now known as the Valley Crossroads Chamber of Commerce.

The change reflects the Chamber’s growth and continued efforts to support businesses and economic development in the region.

The decision to rebrand follows a period of significant expansion, with the Chamber growing by 500% since 2022. As the organization’s reach has expanded, leadership saw the need for a name and identity that better represents the businesses and communities it serves.

Melissa Clark, CEO of the Valley Crossroads Chamber of Commerce, emphasized that the rebrand is more than just a name change. She explained that the organization is positioning itself as a driving force behind regional economic prosperity.

“Our new identity honors our past, celebrates our present, and paves the way for our future,” Clark said. “We are more than a Chamber of Commerce; we are a force for economic prosperity, business advocacy, and regional collaboration.”

The new name highlights the Cedar Valley’s historical role as a crossroads, referencing State Roads 73 and 68, which have long been important travel routes. The Chamber aims to honor this legacy while looking ahead to future opportunities for business and community growth.

The updated branding incorporates elements that acknowledge the region’s history and economy. The gear motif represents industry and innovation, a nod to the growing number of businesses that make up the Chamber’s membership.

The color palette emphasizes stability and progress, reinforcing the Chamber’s commitment to long-term economic growth. The design also includes references to the area’s early settlers, the Pony Express, and the indigenous Fremont Culture, whose influence can be seen in ancient petroglyphs throughout the region.

The Chamber has played a vital role in helping businesses navigate challenges and capitalize on opportunities in a rapidly growing area. As Eagle Mountain and the surrounding communities continue to expand, the Valley Crossroads Chamber of Commerce plans to provide even more resources for entrepreneurs, small business owners and large corporations alike.

The organization has outlined key areas of focus in the coming years, including strengthening advocacy efforts at the local, state, and federal levels, expanding workforce development initiatives, and increasing support for new and growing businesses.

The Chamber’s leadership believes that fostering a strong business environment benefits not just companies but the entire community. By connecting businesses with the resources and support they need to thrive, the Valley Crossroads Chamber of Commerce aims to contribute to the overall quality of life in the region. This includes forming strategic partnerships with local governments, educational institutions, and other organizations to create more opportunities for business owners and residents alike.

Clark encouraged businesses and community members to engage with the Chamber as it moves forward under its new identity.

“This is more than just a new name—it’s a powerful declaration of who we are and where we are going,” Clark said. “We invite all business leaders, entrepreneurs, and community members to join us in this exciting new era.”

In the coming weeks, the Chamber will implement its new branding across digital platforms, including a redesigned website and updated materials for members.

The organization will also host informational sessions to introduce businesses to the benefits and opportunities available under the Valley Crossroads Chamber of Commerce.