OCR Text |
Show NOWBOARDING TO THE MAX | [Ty 1995 i December by David Peck November perfectly with the snowboarding crowd at the grand a grand opening was the legendary presence of two of giveaways every half hour of the videos, were lift wingding that gave new meaning to the term “gala.” The Oscars? The premier of the new Bond = movie? George Burns’ birthday? Think bigger. The grand it legal), and climactically at the end of the day, signature-model Burton snowboards by Rippey and Brushie. The store was packed for the final drawing the lowangle resolution on our aerial demographic . photography has made it impossible to yield an accurate figure, - but high “esti- avid snowboarder last. season. Thomas, the numberone son and vice-president, organized the event and supervised all phases of the opening. James, youngest son and banking mogul in New York City, is a silent partner (apparently the only silent thing about him). Max Snowboards, named after _ Tom’s shredding son of two years, opened its first shop in Denver in 1994; the positive response and business success led to five new shops in ‘95. “Up until a couple years ago, I ignored snowboarding completely jokes about except to make it,” Tom said. “But when I realized it was the future of the industry and started to take it seriously, I got into it and finally understood why it’s growing so fast.” An ex-ski racer and alpine purist, Tom allegedly had his ski boots bronzed and retired. Acting as emcee of the opening, he blended different | manufacturers. “Actually trying out the product was the number one reason people bought equip- champion; “Basically, we’re all whores anyway,” said Brushie when asked if he was tired of promoting himself and the products he. represents, mainly ment,” said Burton rep Peter Stuart, referring to a recent industry-wide survey. “Here they can demo from the hottest equipment in the industry.” the store indeed > looked impressive, with a giant wall of new boards Cirque Eyewear. Brushie’s California version of an ~Aw-shucks”’ attitude didn’t fool those who spotted the Rolex weighing down his hung retro-industrial style on left arm; Brushie is not starv- brazed iron racks, multitudes — of new boots stacked to the ceiling on state of the art dryers, and trees of clothing and accessories. The dressing room was a faux-shower ing in the snowboard industry. Conspicuously absent were any female professionals, what with the increasing number of women in the sport. “We didn’t invite any stall, complete with plumbing, placed in the shop’s center. To the chagrin of the bachelors and ‘ettes present, the curtain was not of the transparent variety. ~ Part of the draw to the Burton Snowboards and ._ [pro-women] because we knew Brushie would have hit on them the whole time and — not signed any autographs,” sad Tom Sapiro sardonically. “The guy is a legend.” The event also included “BOE «; tO donate it to chari- et ty,’ he whined in his defense. Several ski areas also had tables set up at the shop soliciting business from By By Cc? C7 Pe (3 oe SOD ( J EAD BL OO Cy C7 SOD - SOlFsG ae RESTAURANT FRI & SAT ° Belly Dancing sO in lamb & Hse toe tee ote eee ets nee eee eats ae ssw e eee eee ne esse esses ae nes oe rar enetee % iy SOD eto SP ae ed NY sree Ae the place to eatin SLC! EPS 364-4096 Catering & Take-Out Available POOEEROR OBEROI, s°GPs* Handheld SATELLITE NAVIGATION Units trom Under = 159.000 CommSystems CommSystems gf\ Intermountain Q4A_A.5()() CD Authorized DEALER for Industry Leaders MAGELLAN and TRIMBLE CANYON DESIGNS Designers of Handcrafted Gold and Silver Jewelry Holiday Specials Jewelry * Cool Tunes Snowbird Resort Center P.O. Box 920070, 84092 801.742.2122 Page 13 eee g 10 oes St Y EY& oe. of the loot. Tis 2 By Wy & Ry Wy By stuffer, walked with more than his fair S (a ? David oon Fo «@ Fe oO? T55 wa Charles Baker, a seasoned ballot-box share OF 7 rain halfpipe Rippey is a free riding star of several snowboard videos. Both were signing autographs steadily through the day. The reverence displayed them by their fans, grommets and adults alike, gave credence to their star status. 9 } world is a former scene, CF MPD) live broadcast) the photographer on the it in OLY deejay doing Man | WCR’s afford to turn a deaf ear anymore. | *. ° -unversed — no one in the industry can FPL) the _ rental/demo level, Max is hitting a natural niche in the snowboard. industry. New participants and those crossing over from skiing can try a variety of gear without the commitment of a purchase. The dedicated rider from out of town or those looking for a new ride can experience the cutting-edge products from nine “Million March.” attitude OY equip- recent the C °° at snowboard of of the but SOL) ment a fleet gory © was apparent: snowboarding is growing like a weed, and IY _ high-end The concept of a rentalonly snowboard shop was the brainchild of the Sapiro family of Denver. President and CEO Lew Sapiro has been involved in the ski rental industry for fifteen years, and himself became an offering es snowboarding’s finest: Jeff Brushie and Jim Rippey. If you’re unversed in snow- | boarding trivia, Brushie (dubbed “Bushy” by the cate- unsolved, KB5 MOL) | By e o | place the sized skis) on the lift, which is the most dangerous thing I’ve ever seen, but they still won’t allow snowboarding.” The issue remained Poe a little greedy. opening. — ene “ mates and Jeft Pa is Rep Stuart, referring to resorts that restrict or do not allow boarding. “They let the guy with Figgl’s (tiny boot- PY el appointment paparazzi, there was minimal body-piercing (at least of the visible variety) and the guests were well-behaved, if = safer than skiing, so what’s their problem, said Burton LK'e @ LX6 Molt) MOL) and| team riders. Much to the disae have PY Lake’s reps course. 4 PEK Mee) Max including of companies proved that snowboarding is first all-rental snowboard shop, reached 11 on the festival Richter scale (especially when free booty was awarded, which was often). The all-day affair, though alcohol-free (as befitting the host state), managed to draw many of snowboarding’s elite, there, “Insurance CSI Salt para- SEKeX D PSD) o KY of Snowboards, t-shirts, D opening tickets, various throng. Not all the areas SEK hosted CY Lake 2, Saturday, Salt Seeee On Iith, Canyon Employees Discount- Present Pass _ |