(SQUAMISH, BC) A five-day celebration of all things rock gears up for its 7th annual gathering of climbers with sticky fingers and an insatiable thirst for new routes, techniques and climbing culture.

Building on the platform of previous years, the 2012 event adds a unique evening with filmmakers Cristian Begin and Jim Martinello for a behind the scenes discussion of The Man Who Can Fly, a new film about the legendary climber and base jumper Dean Potter.

Workshop initiatives cover the spectrum from beginners, to climbers looking for a greater degree of finesse. Gear manufacturers Five Ten, La Sportiva, Maxim Ropes, Scarpa, Black Diamond and MEC join Arc'teryx at the onsite trade expo with demos for people who don't have equipment or who are looking to try new products.

Squamish Mountain Festival (SQMF) culture has appeal for those interested in how to explore the vertical world, what makes climbers tick, or anyone interested in a good story. Opening night's title event is Squamish Rocks, a series of 7 speakers on 7 topics for 7 minutes; Friday has Wild Adventures Night; Saturday hosts Glen Denny and Will Stanhope for Big Wall Night and then the grand finale, DJ Riddim Fernadez plays at the Brew Pub to a tropical paradise themed party.

SQMF unites international interest with home-grown enthusiasm. A spectacular natural setting, uniquely situated on the west coast near a major city, Squamish welcomes all participants to enjoy and relax in this pristine environment.

SQMF takes place July 11-15, 2012. Tickets are available at The Squamish Adventure Centre and Valhalla Pure Squamish. View the full schedule and book online at: www.squamishmountainfestival.com