burton company facts

BACK IN THE DAY CONTENTS
BURTON HISTORY
The History of Snowboarding in North America
The History of Snowboarding in Europe
The History of Snowboarding in Japan
A Sport’s Roots: Vermont’s Burton Snowboards
Burton Sportartikel: The History of Burton Snowboards’ European Headquarters
Burton Japan: The History of Burton Snowboards’ Japanese Headquarters
Burton History Timeline
US Open Historical Highlights
3
6
9
11
13
15
16
18
BURTON COMPANY FACTS
Company Fact Sheet
Beyond Snowboards: Burton’s Family of Brands
How Snowboard Graphics Get Created
BMC Factory Tour
Facts on Chill – Burton’s Non-Profit Learn to Snowboard Program
Burton’s Resort Programs Fact Sheet
22
25
26
28
33
34
ABOUT JAKE
Jake Burton’s 2006 Biography
How Burton Got Started – In Jake’s Own Words
37
39
For more information on Burton Snowboards check out www.burton.com
You can also call Burton Rider Service at: (800) 881-3138
THE HISTORY OF SNOWBOARDING IN NORTH AMERICA
On Christmas morning in 1965, Sherman Poppen walked
outside his home in Muskegon, Michigan, looked at a
snow covered hill, and saw a wave.
It seems like an odd scenario for the birth of
snowboarding. But the Beach Boys had just sold twelve
million albums, so it’s not surprising that a land-locked
inventor with several industrial patents under his belt got
the surfing bug and translated it to snow.
“My wife was pregnant and told me I had to do something
to get my two daughters out of the house or she was
going to go crazy,” said Poppen, who was fascinated by
surfing, though he had never tried it. “When I looked at
that hill, I thought why not?” Remembering his daughter
Wendy’s past attempts at standing on her sled, he hastily
screwed two pairs of children’s skis together with some
doweling and fashioned a surfboard for the snow.
Within a few days, all the neighborhood kids were begging Mr. Poppen for what Mrs. Poppen
dubbed the "Snurfer" by mixing the word "snow" with "surfer." Six months later, Poppen licensed
the idea to Brunswick Manufacturing. Over the next ten years, more than a million Snurfers were
produced and sold through chain sporting goods stores and toy stores.
As with all inventions, there's always some speculation about who really pioneered the
movement. Before Poppen, there were accounts of World War I soldiers standing sideways on
barrel staves and sliding down snow-swept hills while they
were stationed in Europe. At a local garage sale, Jake found
a board dating back to the 1920s. And a recently discovered
film shows an elegantly dressed man by the name of Vern
Wicklund riding a snowboard-type sled sideways down a
small Chicago hill in 1939. Wicklund family members have
also uncovered patents for the board. This discovery adds
historical depth to snowboarding, but it was Poppen’s
Snurfer that first brought the idea to the masses.
Jake remembers the Snurfer as his first winter ride. So
do Winterstick Snowboards founder Demetrije Milovich
and Avalanche Snowboards founder Chris Sanders.
Burton, Winterstick and Avalanche all started up in the
late 70s and early 80s, as did the West Coast-based
Sims. Not long afterward, snowboarding arrived in
Europe. Early European pioneers included Frenchman
Regis Rolland, who rode his swallowtail snowboard into
history as the “good guy snowboarder” being pursued
by the “bad guy skiers” in the cult classic movies known
simply as Apocalypse Snow I, II and III. The French
dubbed the sport Le Surf, and surfing on snow became
the newest winter sport worldwide.
3
In the early 80s, ski movies by Warren Miller and Greg Stump occasionally featured clips of
snowboarders surfing deep powder. Articles on snowboarding gradually began popping up in
skateboarding, surfing and skiing publications.
Unlike with the Hawaiian-born water sport of surfing, no single occurrence brought modern-day
snowboarding to the masses. Surfing hit the mainstream in the 60s, after the 1959 release of the
movie Gidget and Bruce Brown’s 1966 release of The Endless Summer. Though the Vietnam
War slowed the sport’s growth until the mid-70s, the romantic notion of chasing waves instead of
paychecks was already firmly engraved into the world’s youthful minds – especially in America.
But if any year could be marked as the beginning of the snowboarding explosion, it was 1985.
That was the year the first magazine dedicated exclusively to snowboarding, Absolutely Radical,
hit the newsstand, backed by visionary publisher Tom Hseih. By then, dozens of snowboard
entrepreneurs were addicted to riding and recognized the huge potential of the sport. Six months
later, Hsieh changed the name of his magazine to International Snowboard Magazine to tone
down the sport's already "radical" image and to better represent the snowboarders of the world.
In 1987, the launch of TransWorld Snowboarding Magazine and Snowboarder Magazine
continued spreading the word. The magazines enjoyed high circulation numbers, targeting
skateboarders, surfers and cross-over skiers. By 1990, every European country as well as
Japan, Canada, Australia and New Zealand offered exclusive coverage of snowboarding. Local
"zines" and independent filmmakers released Snowboarders In Exile and Totally Board while
snowboard manufacturers like Burton fed the fire with Winter Waves and Chill.
Skiers started to wonder, "Where did all these snowboarders come from?" For some staunch
traditionalists, snowboarders came straight out of their worst nightmares. To them, snowboarders
were the bad boys and girls of winter who, according to a 1994 television episode of American
Journal, were "knocking down skiers like bowling pins." But that same year, the May 5th cover of
Wall Street Journal proclaimed, “Snowboarding scores as the fastest growing sport with
participation up 50 percent since the previous winter." Appropriately, a day later, Ride
Snowboards became the first snowboard-specific company to go public. It raised over $5.75
million in its first day on the stock exchange.
All this from a sport that was discounted as "a fad" by many ski resorts and mainstream media
journalists. Parade Magazine quoted Time Magazine in its January 1988 issue, calling
snowboarding the "Worst New Sport...To traditionalists, the breezy fad is a clumsy intrusion on
the sleek precision of downhill skiing, but to some 100,000 enthusiasts, many of them adolescent
males, it is the coolest snow sport of the season... Of course there are holdouts. Complains
veteran Vermont skier, Mary Simons: Snowboarding is not about grace and style but about raging
hormones." But that was 1988.
Still, the sport continued to struggle for acceptance at many resorts in the early 90s. Many
adolescent males rode snowboards, and while they had the same attitudes as adolescent males
on skis, resorts and skiers saw a few bad apples riding fast and out of control, cutting lift lines and
disregarding ski area boundaries. And so the stereotypes began. Anyone on a board was
regarded as "one to watch" by the ski patrol and "one to watch out for" by the skiers. Eventually,
riders and manufacturers began policing each other. They also started writing letters to the
resorts lobbying for acceptance. Many resorts began to allow snowboarders, but a few resorts still
held out against riders. Today, only a handful of resorts that ban snowboarders remain: Alta and
Deer Valley in Utah, Taos in New Mexico and Mad River Glen in Vermont. Park City in Utah
finally gave in during the 1996 season after bidding for the snowboard events at the 2002 Winter
st
Olympics. More recently, on April 1 , 2001, Aspen opened its slopes to snowboarders.
Snowboarding debuted as an official Olympic sport at the 1998 Winter Games in Nagano, Japan,
proving that it was no longer a fad. The 2002 Salt Lake City Olympics fully launched
4
snowboarding into the mainstream, dominating the media and public’s attention before, during
and after the Games. Burton Team rider Kelly Clark captured the first snowboarding Olympic gold
medal for the United States at the 2002 Winter Games, winning the Women’s Halfpipe
Competition. And Burton Global Team rider Ross Powers won the Olympic gold medal in Men’s
Halfpipe, leading the Americans to the first medal sweep at the Winter Olympics since 1956.
Burton Alpine rider Chris Klug also walked away from the Olympics with a bronze medal in the
parallel giant slalom event, bringing Burton’s medal count to three – two gold medals and a
bronze. After the huge success of snowboarding in the 2002 Olympics, the sport returned to the
2006 Winter Games in Torino, Italy featuring three different diciplines: halfpipe, boardercross and
parallel giant slalom. Snowboarding was definitely the highlight of the games for 2006 selling out
every single event and attracted more media attention than ever. In the end, Burton riders Shaun
White and Hannah Teter took the gold medals in halfpipe and were both launched into a media
tour whirlwind following their gold medal wins.
The constant evolution of snowboarding can be seen in competitions with new formats that push
riders to progress year after year. Competitions such as the Burton Global Open Series, the
Abominable Snow Jam, The Arctic Challenge and the X-Games provide a showcase for top riders
and expose up-and-comers to the snowboard community. Evolution of the sport has also been
documented by the multitude of snowboard films that are released every year. Riders travel with
film crews around the globe to capture new tricks and huge, superhero-like feats on film. In 2004,
Romain De Marchi and Travis Rice were the first two snowboarders to conquer the infamous
Chad’s Gap in Utah. One year later, Mads Jonsson landed a place in the history books soaring
187 feet off one of the biggest kickers ever built. And at the 2007 Arctic Challenge, Terje
Haakonsen set the record for highest air on a quarterpipe boosting an astonishing 37-feet in the
air. Riders continue to push themselves and are going bigger and faster than ever.
Sponsorships from large international corporations are also fueling growth of the sport by allowing
riders to be fully dedicated to snowboarding and by contributing to the contest scene for bigger
events and larger prize purses. These sponsorships also expose new brands to snowboarding’s
core consumers and broaden the reach of the Burton brand to new markets.
Even with all the changes snowboarding has been through, the soul of the sport has remained
the same. Industry leaders including manufacturers, magazines and riders themselves all strive
to keep the sport true to its roots, while inviting new audiences to share in the snowboarding
lifestyle.
5
THE HISTORY OF SNOWBOARDING IN EUROPE
It’s hard to say who really brought snowboarding to Europe. Many legends abound, but
responsibility for the genesis of snowboarding in Europe cannot be traced back to anyone in
particular. The first time one of those snowboarding contraptions was seen in Europe was at the
end of the seventies. Snowboarding came first to France, Switzerland, Germany and Austria, and
finally, a few years later, to Italy.
At the end of the seventies, as snowboarding companies like Burton and Winterstick were getting
their start in the United States, a few Europeans became interested in the fledgling sport. Henri
Authier and José Fernandès were among those early European pioneers. Returning to Europe
from the States, they brought a strange board called the Winterstick back with them.
In 1980, snowboarding began its gradual ascent in popularity in Europe. That year, Paul Loxton,
an Australian living in the United States, visited Les Arcs, France with a few Winterstick boards in
tow. The following year, Les Arcs’ publicity coordinator, Alain Gaymard, invited the US Winterstick
Team to the opening of a newly-founded resort called Les Arcs 2000. The Winterstick team took
to the virgin slopes, accompanied by some local guides. Among the locals was 22-year-old Régis
Rolland, who continued experimenting with the board after the Americans’ departure. After
attempting to ride the board for three months, he finished a perfect run down a powder face and
was hooked. That same season, Gaymard offered Régis an opportunity to appear in the
promotional film for Les Arcs. Directed by famous filmmaker Didier Lafont, the film, Ski Espaces,
was one of the first to feature a snowboarder.
In 1983, the film crew responsible for Ski Espaces shot Apocalypse Snow, a farcical film about a
snowboarder being chased by malicious monoskiers. Carried by its imaginative scenario, the film
enjoyed popularity across the globe and spread the message of snowboarding far and wide.
From 1984 to 1986, Apocalypse Snow 2 and 3 followed with increasing success, and Régis
Rolland emerged as a European emblem of this fledgling sport.
Meanwhile, in addition to the individuals who had begun manufacturing their own snowboard
prototypes, some small companies were moving into mass production. In Switzerland, José
Fernandès and Antoine Massy started designing boards (including the Hooger Booger) using
design concepts similar to those still in use today. In 1984, the French company DEA launched
the first mass-produced swallowtail board. The powder board Swell Panik also appeared that
year. The first surf shop emerged as well, as Eric Gros, owner of the Parisian shop Hawaii Surf,
sold his first branded boards and imported Burton products directly from the States.
In 1985, boards with metal edges, like Burton Snowboards’ Performer, made their debut, and
Terry Kidwell’s board became the first freestyle pro model on the scene. As a result of the
increasing diversity of snowboard shapes and designs, the French Ski Magazine began
conducting its first snowboard tests. And Hot Snowboards, another pioneering French
manufacturer (now very rare but still available on the market), came out with the One Sixty. Built
with edges and a parabolic sidecut, the One Sixty marked a turning point in the snowboard’s
shape and influenced the entire alpine industry, including skiing. With the One Sixty, Serge
Dupraz had designed a revolutionary board – one that could carve curves into the snow with its 6meter sidecut radius. Other manufacturers were quick to jump on Serge’s brilliant innovation.
1986 was a big year for snowboarding in Europe as riders tackled some of the continent’s biggest
mountains and launched huge international competitions. On May 16, 1986, a group of
snowboarders rode down Mont Blanc to stage a media blow-out for the new magazine Vertical.
On May 17, 1986, Denis Bertrand rode down the northeast face of les Courtes in the Mont Blanc
mountain range, then followed it up with a descent of Mont Blanc on the same day. That same
year, as snowboarding was becoming more widely accepted and more organized, the first
European Championships were held in St. Moritz, Switzerland. The first World Championships
were also held that year, in Breckenridge, Colorado. José Fernandès was the only European
6
rider to take part in that competition, and he destroyed the Americans on their home turf, claiming
victory. José rode the first asymmetrical board, the Hooger Booger, with hiking boots mounted on
plate bindings. It was a more effective setup than what the Americans were using at the time.
While he was in Colorado, José met freestyler Terry Kidwell and returned to Europe throwing
down backside airs and rocket airs, two of the coolest tricks at that time.
As the European Championships and the World Championships made their debut, La Plagne was
organizing another of the first large European events: the Euro Cup, held in France. The Tignes’
First Symposium was also held that year. While the ratio of monoskiers to snowboarders was
approximately 9 to 1, the ratio would quickly reverse itself after the First Symposium.
By 1987, snowboarding’s popularity was continuing to grow in Europe, and it was becoming more
accepted by the mainstream. Admittedly, most resorts still looked down on those snowboarding
punks wearing fluorescent clothes, and many ski lifts were still off-limits to snowboarders.
Nevertheless, the first national contests were established, and snowboarder associations,
sometimes affiliated with ski federations, were created. The halfpipe was also introduced for the
first time in a competition in Europe, and three Americans gave a great show. Not only did Terry
Kidwell, Craig Kelly and Bert Lamar clear the halfpipe walls – they also threw down some crazy
airs while stunned European faces gazed skywards.
The beginning of the 90s marked the advent of the pro teams. Each manufacturer had one, the
cash was happening, the riders were stuffing their pockets and everyone was happy. Jean
Nerva, Peter Bauer, Pietro Colturi, Ashild Loftus and Nicole Angelrath made up Burton’s pro team
at the time. They competed with the best in the world. It was also in 1990 that a young rider first
appeared in France during the Kébra Classique and won the pipe competition. His name was
Terje Haakonsen. Future snowboarding legend Terje immediately joined the Euro Burton Pro
Team, where he taught Jean Nerva the backside air.
By 1992, snowboarding had become so popular in Europe that the first snowboard monthly
magazine, SnowSurf, hit the shelves in France. Other European countries soon followed with
their own snowboarding publications. And by the mid-90s, while some skiers still looked at
snowboarders like they were hooded, baggy-clothed punks, the resorts had begun to understand
the financial stake the snowboarding industry represented. They started creating spaces reserved
for snowboarders – the terrain parks. Switzerland had resorts entirely devoted to snowboarding,
including Laax, Les Diablerets and Saas Fee.
The sport of snowboarding was legitimized further in Europe in 1998 as a result of its inclusion in
the Nagano Winter Olympics. To some, that seemed like a dubious accomplishment. Terje, one
of the world’s best riders, boycotted the Olympics. To him, the Olympic Games and the
snowboarding philosophy would never mix. Nevertheless, despite many complications, poor
courses and halfpipe competitions in the rain, there were some good moments for snowboarders
at Nagano. A German, Nicola Thost (halfpipe), a Frenchwoman, Karine Ruby (giant slalom), a
Swiss, Gian Simmen (halfpipe) and a Canadian, Ross Rebagliati (giant slalom), became the first
gold medal winners of Olympic snowboard history.
Snowboarding dominated the spotlight at the Winter Games in Salt Lake City, Utah in 2002. Many
people had heard of snowboarding before the 2002 Olympics, but never had so many people
avidly watched and followed a snowboarding competition. The 2002 Olympic Games gave
snowboarding an unprecedented amount of exposure, showing the world that it was legit and
here to stay. With the huge success of snowboarding in the 2002 Olympics, the sport returned
for the 2006 Games in Torino, Italy and featured halfpipe, boardercross and parallel giant slalom
events. The events saw the rise of the sports’ first superstar: Like compatriot Hannah Teter,
Shaun White took home victory in the halfpipe and rose to global fame not known before in
snowboarding.
7
2002 also saw the launch of the Ticket to Ride (TTR) Society, based in Zurich, Switzerland. The
TTR Society is a non-profit organization aimed at developing and managing a professional
freestyle snowboarding tour. TTR provides a means for young, up-and-coming riders to
showcase their skills for a chance to ride with the pros. The TTR System is made up of a series of
amateur and professional level contests all over the world in which riders can collect points for the
TTR World Ranking. While Terje Haakonsen’s unique Arctic Challenge used to be the
culmination and final event of the TTR series, nowadays the male TTR world champions is
crowned each year at the Burton US Open, the female champion at the Roxy Chicken Jam.
From early product innovation to top-notch competitions and a swarm of riders emerging from the
region, Europe has been a huge part of the evolution of snowboarding. In terms of numbers,
snowboarders are now well on their way to overtaking skiers on the slopes in Europe. The sport
has matured, and it’s here to stay.
8
THE HISTORY OF SNOWBOARDING IN JAPAN
It was 1971 when Shinzo Tanuma, the grandfather of Japanese surfing, took his surfboard,
looked up at the snow-covered mountains and kick-started a new era of Japanese recreation.
With his introduction of Japan’s earliest snowboard, the Japanese got their first glimpse of what is
now one of the fastest growing sports in the world.
But Japan’s new appetite for snow sliding fun didn’t begin to be fulfilled until eight years later,
when Pioneer Moss Ltd., Japan’s first domestic snowboard company, launched the Snowstick.
A surfboard for snow, the Snowstick was instantly embraced by the Japanese surfing community.
Although the Snowstick took off, its production couldn’t keep up with the new sport’s popularity.
Throughout the early 1980s, the demand for good gear was overwhelming.
At the same time, Jake Burton Carpenter, founder of Burton Snowboards, the largest snowboard
brand in the world, was looking to expand his snowboard distribution beyond the US. In 1982,
through the newly founded Japanese Snowboarding Association (JSBA), the Japan Snowsurfing
Association and the Japan Surf Association, Burton Snowboards and other snowboard
companies began to distribute equipment and gear to Japanese riders.
As sophisticated equipment became increasingly available to riders in Japan, snowboarding’s
uncontrollable momentum picked up, and the Japan Surf Association and the JSBA recognized
that this “silly fad” was not going away. In 1982 they proudly held the first Japanese national
snowboarding contests, the All Japan Snowboard Championship and the All Japan Snowsurfing
Championship. It was through these competitions, held in collaboration with the North American
Snowboard Association (NASBA), that modern advances in the sport were introduced in Japan.
Suddenly, products like the Burton Cruzer, featuring fixed bindings, began appearing in Japan,
becoming the first modern snowboards sold there. Also new on the scene was the Burton
Express. A full-scale alpine race board without a center fin, the Express was another example of
high-tech US equipment that made quite an impression in Japan.
While snowboarding was popular, it remained far from mainstream as it struggled to reach all
mountains in Japan. Not until the late 1980s did articles focusing on snowboarding begin to
appear in surfing and windsurfing magazines, along with several snowboard dealer-issued free
papers. Then in 1989, the first snowboard-specific magazine, Snowstyle, hit the newsstands.
Snowstyle featured over 30 snowboarding brands, such as Burton, Sims and Kemper, along with
dealer location lists and resort information.
In 1990, snowboarding was established as a profession, with 36 professional snowboarders
worldwide recognized by the ISA (International Snowboard Association, predecessor to ISF) and
JSBA. Soon, the first international competition, the ISA World Cup, was held at Rusutsu in
Hokkaido, with a pro tour circuit following the next year. Shortly after, JSBA merged with the
Japan Snowsurfing Association and joined the newly established International Snowboard
Federation (ISF), forming an establishment that strongly supported the popularization of
snowboarding. That same year, the International Snowboard Federation helped Japan’s riders
participate in international competitions held all over the world.
As Japanese kids became hooked on snowboarding, the number of snowboarders and brands
available doubled each year. In 1994, there were 280 snowboarding brands available for 500,000
Japanese snowboarders. The snowboarding bug was spreading like a virus, and Japan was not
the only country to encounter the epidemic – the phenomenon was traveling throughout the
world. However, not everyone was excited about the stir the sport was creating. Resorts began
to dislike “new school” snowboarders with their baggy clothes and extravagant board graphics.
Skiers sharing the slopes with riders considered them hooligans who scraped the snow off the
9
mountain. Many resorts took steps to regulate the slopes, or prohibit snowboarders altogether.
A big push for snowboarding in Japan was introducing the Nippon Open to the scene back in
1993. Part of the Burton Global Open Series, a global series of events put on by Burton, the
Nippon Open has grown from a grassroots event to a global spectacle attracting riders from
around the world. Like the US Open, the original Open Snowboarding competition, the Nippon
Open welcomes all riders to compete, giving locals, amateurs and pros an equal shot at a worldth
class title. 2007 marked the 15 year running for the Nippon Open, which continues to be one of
the most progressive snowboard competitions in Japan.
By the mid-90s, the snowboarding industry in Japan was in complete disarray. Riders,
manufacturers and the media wavered between the different snowboarding governing
organizations. Snowboarders themselves struggled with the abundance of equipment targeted at
them by the plethora of manufacturers. As a result, the country’s first snowboard trade
organization, the Snowboard Industrial Federation of Japan (SBJ), was founded, and it became
apparent that the snowboard industry was maturing by creating a sales network and holding
tradeshows exclusively for retail shops.
Eventually the International Olympic Committee (IOC) recognized the permanency of
snowboarding and established it as an Olympic sport. Fédération Internationale de Ski (FIS) and
the Ski Association Japan (SAJ) both announced that competitions for the Olympics were being
held, and the IOC formally debuted snowboarding at the Nagano Olympic Games in 1998. With
media from all over the world tuning into the games, snowboarding became a household sport
that the Japanese public began to recognize and respect.
Even though snowboarding has come a long way from the Japanese Snowstick, the sport is still
evolving in Japan. Unique contests like the Toyota Big Air and the Nissan X-Trail Jam draw a
world-class field of professional riders and thousands of spectators. These events continue to
stimulate riders and progress the sport in the region. Japanese pro snowboarders such as
Tadashi Fuse, Kazu Kokubo, and Junko Asazuma are also pushing the sport forward in Japan as
they win competitions around the world.
Snowboarding technology and culture continues to evolve in Japan, and Burton is there to take
the sport to the next level.
10
A SPORT’S ROOTS: VERMONT’S BURTON SNOWBOARDS
On the outskirts of Burlington, Vermont sits a
building with an old chair lift spanning the
parking lot and a skate ramp out back. This is
the current location of a company whose roots
run deep into the history of snowboarding.
This is Burton Snowboards - the world’s first
snowboard factory, the home of thirty years of
innovation and commitment to the sport. And
this is how it all started.
In the mid-60’s, Jake Burton was one of the
thousands of kids to start surfing on snow with
Sherman Poppen’s Snurfer. It might have
been only a department store toy, but it was
also the earliest commercial form of the
Burton Snowboards' Current Headquarters
modern snowboard. Jake was hooked, and
over the years he modified Poppen’s Snurfer.
Jake was convinced that surfing snow had potential to grow into something more. He bid the
Manhattan business world goodbye and moved to Londonderry, Vermont to start shaping
snowboards. The year was 1977, and Jake was about to launch the world’s first snowboard factory,
making and riding his first boards.
Burton Snowboards’ early years were a true
experiment in grassroots business. In it’s second
year, Jake moved into a farm house in Manchester,
Vermont - the facility that went on to produce such
classic boards as the Backhill and Performer.
Working out of the living room, dining room,
basement and barn, a crew of four to five people
produced, sold and repaired all the early Burton
models. Jake’s toll-free customer service line rang
in the bedroom at all hours. In the middle of the
night, Jake took down orders from snowboarders all
over the country. If orders for boards were low,
Jake loaded up his station wagon and visited up to
ten shops a day offering his latest designs. From
the living room/showroom, employees led “Safaris”
- snowboard tours of local powder stashes. Turns
were earned by hiking.
In the first few years, snowboarding was an underground sport struggling on sledding hills and snowcovered golf courses. As long as riders had to hike, it could only progress so far. To move the
industry and riding to the next level, Jake lobbied hard for local ski areas to open their lifts to
snowboarders. in 1982, Suicide Six Resort in Pomfret, Vermont became the first resort to allow
snowboarding. Soon after, Jake succeeded in convinc ing Vermont’s Stratton Mountain to give it a
shot, thereby establishing a joint commitment to snowboarding that continues to this day. Others
followed -Jay Peak, Stowe, Sugarbush, Killington - some sooner, others much later. The opening
of Eastern resorts led to great growth for the sport. It also became a major factor in Burton’s
continuing product innovation. Edgeless wooden boards that were fine in powder no longer cut it
on the hardpack and sometimes icy conditions at Vermont mountain resorts. To handle the
hardpacked snow, Burton developed the Performer Elite, a board with a P-tex base, metal edges
and binding with hi-backs.
11
The early success of the U.S. Open Snowboarding Championships further helped legitimize the
sport and increase mountain resort acceptance. An event for snowboarders, by snowboarders, the
Open started in 1982 with a tight group of Snurfers and snowboarders. Today, it draws the best
riders in the world year after year and is known in the snowboard community as the biggest
competition of the season. It has long been home to legendary riding: Doug Bouton hitting 63
m.p.h. on a Backhill snowboard, Craig Kelly dominating the pipe with his signature smooth riding,
Jeff Brushie going head-to-head with huge Mc Twists, and Kelly Clark becoming the only female
snowboarder to win the halfpipe three times.
in 1992, Burton Snowboards moved from its Manchester location to its current location in
Burlington, Vermont. The move was driven by the same motivation that took Jake from New York to
Londonderry to Manchester: a commitment to making the world’s best snowboarding equipment
and apparel and growing the sport. Burlington is Vermont's largest city, and It made sense to move
to a town with more available resources and an international airport.
The same heart that beat years ago in a garage in Londonderry, Vermont still beats strong within
the ever-expanding walls of Burton’s offices around the globe. Two things matter more than
anything else: riders and riding.
12
BURTON SPORTARTIKEL: THE HISTORY OF
BURTON SNOWBOARDS’ EUROPEAN HEADQUARTERS
In 1985, Hermann Kapferer, who has been the Managing Director of Burton Snowboards’ European
Headquarters in Innsbruck, Austria for more than 17 years, made his first turns on a snowboard.
Jake Burton was his mentor at the time. Since then, their mutual efforts to progress the sport of
snowboarding have further united them in friendship.
Jake and Hermann met for the first time at the SIA tradeshow in Las Vegas in 1985. Back then, the
Burton booth was not actually a real tradeshow booth. It was more like a single table set up in a
small corner. Working as an agent for a freight forwarding contractor, Hermann was there to deliver
a sample snowboard to a man named Jake Burton. The board had been manufactured in Europe
according to Jake’s specifications. “You instantly know if you connect with another person,” says
Hermann of his first encounter with Jake. Four weeks later, back in Innsbruck, Hermann received a
letter from Jake asking him if he wanted to build up the European distribution of Burton Snowboards
with Jake and his wife Donna.
Hermann agreed and suggested Innsbruck as the site of Burton’s European headquarters.
Innsbruck had a good infrastructure, an airport and most importantly, mountains. Jake had been to
Innsbruck once with Austrian Emo Henrich, owner of the Birkenhaus Hotel at Stratton Mountain.
Jake had once worked at the Birkenhaus, and Emo had been a mentor to Jake for many years.
Emo was always encouraging Jake to continue with snowboarding, and he eventually helped
establish contact between Jake and an Austrian snowboard manufacturer.
In 1985, the first Burton snowboards were shipped to Austria, Germany, France, Norway and
Switzerland. One year later, Jake, Donna and Hermann founded Burton Sportartikel. 150 boards
had already been sold, and the only employee was a pro snowboarder.
While Donna took care of invoicing and exporting, Jake was responsible for sales and marketing.
Hermann became managing director and took over all the accounting. The goal of Burton
Sportartikel was to grow the sport of snowboarding in Europe – a goal that Burton still pursues
today. Within two years, Burton was already supplying 30 European countries, and the Burton
brand was established throughout Europe.
Since 1995, Burton Sportartikel has made enormous leaps forward. The company’s distribution
network has been rearranged. Sales are no longer handled by the importers; instead, everything is
shipped directly to specialty shops. This change created the structure needed to keep up with the
demands of a united Europe. The restructuring has also resulted in increased sales, due to the
company’s close proximity to and better presence in Europe’s individual regional markets.
Many important figures in the European snowboard scene got their equipment and support from
Burton Snowboards Innsbruck in the early 90s. Peter Bauer, Jean Nerva and Pietro Colturi are just
a few of the first generation of European pro snowboarders. Aside from the European team, some
Austrian riders like Christine Rauter, Dieter Happ, Martin Freinademetz, Tommi Pittracher and Max
Plötzender became quite well-known. Hermann dubbed the group “the wild bunch,” and they were
coached by Andrew Hourmont, today’s Air & Style organizer.
The year 2000 brought Europe’s first and only Burton flagship store, which has been integrated into
the European office.
A large number of Burton events and contest series help promote snowboarding on the continent
even further and push snowboarding on both amateur and professional levels. The work Herrmann
once did alone is done today by several different departments. As of 2007, there are approximately
90 employees from 10 different countries at Burton Sportartikel. The Burton European Team
consists of around 45 riders.
Like Burton’s second international headquarters in Tokyo, Japan, Burton Sportartikel is a wholly
owned subsidiary of Burton Snowboards. While Burton always pays attention to standardizing a
13
representation of the brand, it also tailors its efforts to meet the needs of local markets. Today,
Burton Sportartikel is one of the leading enterprises in Austria.
Hermann Kapferer describes the motivation to continue developing Burton Sportartikel in his own
words: “It is very exciting to participate in the changes throughout Europe; in the technical
development, the possibilities the new media provides, and working together with young, open
minded people from different cultures. Despite the age difference we can still reduce things to a
common denominator. Snowboarding helps me stay young and acts as a stimulus for me to
continue working for Burton.”
14
BURTON JAPAN: THE HISTORY OF BURTON SNOWBOARDS’
JAPANESE HEADQUARTERS
In 1995, the Japanese branch of Burton Snowboards was
born in Urawa, Japan. Burton has always been a riderdriven company, taking its feedback from riders seriously.
By forming Burton Japan, the company had better access
than ever to Japanese riders’ needs and opinions. Burton
was then able to produce better product for the
snowboarders of Japan. The office in Japan also allowed
Burton to support their Japanese riders more fully and help
strengthen snowboarding’s image overall.
In order to achieve improved distribution and sales in
Japan, Burton has taken steps to change its distribution
process. In 2001, the company introduced a rep system,
subdividing sales territories and giving each region to a
specific rep. The new system is what Burton calls the JSN
(Japanese Sales Network), and it has modernized the
process of getting the product into Japan’s stores in a
timely manner. The new strategy was designed with the
aim of improving the service and support Burton provides
to its dealers and consumers.
In the spring of 2002, Burton Snowboards
moved from its suburban Urawa location to
Tokyo. The new office is centrally located in
the district of Shibuya, one of Tokyo’s hubs
of youth culture and shopping. Burton had
the opportunity to design their new building
from the ground up. There are five floors:
Gravis is located on the first floor and the
Program and the Financial group are on the
second. On the third floor is the Operational
team and on the fourth floor are Sales,
Marketing and Analog Clothing. The fifth
floor is devoted to the Burton showroom.
The environment on each floor is unique, but there is a definite vein of continuity running through
the building. Team riders, customers and editorial staff drop by the new office and hang out in a
lounge area. With its prime location, the new office is now a hub of activity.
In 2003, Japan was the first market where snowboarders made up more than 50% of resort
attendees. It’s not uncommon to see a lineup of more than 100 people waiting for a store to open
so they can get their hands on a limited quantity of a unique product. Burton’s place in the
Japanese market allowed them to cater specifically to the snowboarders of Japan. Burton
releases special product models specifically for the Japanese market and issued a pro model
board to Burton rider Tadashi Fuse. Brand image is critical in Japan, as it is in Europe and North
America.
In 2007, Burton now has one flagship store in the Harajuku district of Tokyo and will open a new
store in Osaka in the fall of 2007.
15
BURTON HISTORY TIMELINE
1977
Jake starts Burton Snowboards in Londonderry, Vermont out of his barn.
Burton’s first board, the Backhill, is introduced.
1981
Vermont.
Jake moves the factory from Londonderry to his home in Manchester,
1982
The National Snowboarding Championships are organized at Suic ide Six,
VT by Paul Graves. Jake and his crew show up and compete on the latest
Burton equipment. This is the start of what is to become known as the U.S.
Open Snowboarding Championships, now held at Stratton Mountain, VT
every March.
1983
Both Breckenridge, CO and Stratton Mountain, VT accept snowboarding at
their resorts. Stratton Mountain requires snowboarders to be “certified” to
prove they can make it down the hill before being allowed on the mountain.
1984
Jake begins development of a Burton outerwear line and moves the business
from his home to a larger office in Manchester Center, Vermont.
1985
The European division of Burton Snowboards opens in Innsbruck, Austria.
The National Snowboarding Championships move to Stratton Mountain,
Vermont and become the U.S. Open Snowboarding Championships,
organized and owned by Burton Snowboards.
Less than 5% of all U.S. mountain resorts allow snowboarding.
1986
Australia.
products.
Independent Burton product distribution starts up in New Zealand and
Over 1,000 retail shops in the U.S. carry Burton Snowboards’
1990
Burton sponsored pro riders Peter Bauer, Jean Nerva and Craig Kelly
introduce Burton’s first signature boards: The PJ and Craig Kelly’s Mystery
Air.
1992
The Burton factory relocates to Burlington, Vermont (104 employees).
1994
The Japanese division of Burton Snowboards opens in Urawa-shi.
1995
The Chill foundation is created, giving less fortunate children in urban areas
the opportunity to learn and succeed at snowboarding.
1996
Burton founded R.E.D. Impact Protection, a company dedicated to the
evolution of impact protection by creating helmets that unite forwardthinking style with the latest technology.
95% of all U.S. mountain resorts allow snowboarding.
1998
Burton launches Gravis Footwear, an independent company owned by
Burton that creates footwear, bags and accessories rooted in the snowboard
and surf lifestyles.
16
Snowboarding premieres as an Olympic Sport in Nagano, Japan. Burton’s
Ross
Powers and Shannon Dunn capture bronze medals in halfpipe.
Nicola Thost wins the gold medal in the halfpipe competition.
Burton introduces LTR (Learn To Ride). Resorts worldwide adopt the new
program.
2001
Burton launches Anon Optics, a premier optics brand that offers unique
goggles and sunglasses driven by fashion and the action sports lifestyle.
2002
The Olympics take place in Salt Lake City, Utah. Burton’s Ross Powers and
Kelly Clark score the gold in the halfpipe competition. Chris Klug receives
the bronze in the Parallel Giant Slalom competition.
2003
Burton launches Analog Streetwear, a new apparel line.
Burton’s Japanese office relocates to Tokyo.
2004
Burton opens an office in Southern California that houses Analog
Streetwear and staff from Burton and Gravis.
2005
Burton opens a retail store in New York City in the fall of 2005.
2006
This is a big year for Burton. Burton Global Team riders Hannah Teter and
Shaun White win Olympic gold medals at the Winter Games in Turin, Italy.
Shaun White has a record-breaking season, winning twelve consecutive
competitions in the 2006 season. In June, Burton purchased the world’s most
prestigious surfboard company, Channel Islands. Founded by Al Merrick in
1969, Channel Islands is based in Santa Barbara, California where the
company shapes boards for many of the world’s best surfers. In October of
2006, Burton opens its first flagship store in Tokyo Japan.
2007
The US Open Snowboarding Championships celebrates its 25 Anniversary
at Stratton Mountain in Vermont. Shaun White and Kelly Clark win the
halfpipe event. Shaun White and Torah Bright also take home the first
Burton Global Open Series Championship title - $100,000 each – the
largest single payout in competitive snowboarding today.
th
17
US OPEN SNOWBOARDING CHAMPIONSHIPS HISTORY HIGHLIGHTS
1982 – The year it all began. Paul Graves and a tight group of Snurfers and snowboarders
created the National Snowboarding Championships at a small mountain called Suicide Six in
central Vermont. Jake Burton was there. Doug Bouton ripped the course and won it.
1983 – The National Snowboarding Championships was held at Snow Valley, near Manchester,
VT. No lifts – you hiked to ride. The boards and the riders were getting better and faster.
1984 – Snow Valley hosted the event for the second and last time. Andy Coghlan took both the
men’s slalom and downhill events. It was his first of several Open titles – he was now the man to
beat.
1985 – The event officially became the US Open Snowboarding Championships and moved to
Stratton Mountain where it still reigns today. Riders rode in speed suits to increase their times.
Tom Sims won the men’s slalom event while Andy Coghlan defended his downhill title.
1986 – The event was gaining popularity faster than anyone expected. Over 200 competitors
showed up for pre-qualifiers. Andy Coghlan won both the slalom and downhill events, adding to
his growing list of Open titles. The new Burton Cruiser killed it on the slopes.
1987 – Craig Kelly was on the scene and won the men’s slalom event.
1988 – The halfpipe made its debut at the US Open and was immediately deemed the standard
for all other competitive halfpipes to follow. Craig Kelly captured the Overall title. An ice storm
turned the hill into concrete the night before the event began.
1989 – The press started to show up – not just the locals and the snowboard magazines, but
media from all over. Craig Kelly won his first US Open halfpipe title and the last US Open downhill
competition.
1990 – Terje Haakonsen made his debut in the US Open Halfpipe on a Micro Air. He was up
against tough competition, including Craig Kelly, Shaun Palmer and Jeff Brushie. Craig Kelly won
the halfpipe title again for the second year in a row.
1991 – The rider and crowd size doubled. Janna Meyen beat out reigning champ Tina Basich in
the women’s halfpipe. With bigger pipe walls, lots of riders threw down inverts for the first time in
a competition.
1992 – It just kept getting bigger and better. Terje exploded onto the scene and took the Men’s
Halfpipe with control and amplitude, beating out Brushie, who was on his new Burton pro model.
Tricia Byrnes won the women’s halfpipe, edging out reigning champ Janna Meyen.
1993 – Fresh snow and bluebird skies – what could be better? Shannon Dunn emerged on the
scene. Terje rode his first Burton pro model to a second consecutive halfpipe victory. And what
did Jake have to say? “The best thing about the US Open is that anyone from Terje Haakonsen
to a 10-year-old kid from New Jersey gets to ride and hang out with their friends in a ridercontrolled environment.” Tell it like it is, Jake.
1994 – The crowds and riding were huge. Shannon Dunn and Todd Richards dominated the
halfpipe contests. Terje sat this year out with an ankle injury.
18
1995 – The Big Air contest made its debut at the Open. Terje triumphantly returned and won the
Men’s Halfpipe for a third time. Victoria Jealouse appeared on the scene and won the Women’s
Super G.
1996 – This was the year the face of competitive snowboarding changed forever. It was
announced that snowboarding would be featured in the 1998 Winter Olympics in Nagano, Japan.
Snowboarding was here to stay, and the US Open was bigger and better than ever. Peter Line
and Cara-Beth Burnside took home the Big Air crowns. And Jimi Scott and Satu Jarvela won the
halfpipe competitions.
1997 – The halfpipe event drew a massive crowd of more than 10,000 spectators. Todd Richards
narrowly edged out current Halfpipe World Champion Terje Haakonsen, while Barret Christy ruled
the women’s pipe contest. The Big Air Finals saw huge inverted airs. It just kept getting bigger.
1998 – The Year of the Mist. It was so damn foggy, you couldn’t see from the top to the bottom of
the pipe. Mike Michalchuk threw down an unthinkable double backflip and Terje pulled out a
mammoth final run. But nobody could top Rob Kingwell, whose smooth and consistent riding
earned him the halfpipe title. Nicola Thost had just won the first Olympic halfpipe contest and
went on to win the US Open halfpipe title. The Boardercross competition made its debut at the
Open as well.
1999 – Hometown hero Ross Powers stole the show and won the Halfpipe contest with huge
McTwists and 900s. Nicola Thost won the women’s halfpipe title for the second year running.
2000 – The new millennium brought the first Superpipe to the US Open – a 300-foot long monster
with 15-foot walls. This was the year of Canadian domination in the halfpipe – Guillaume Morisset
and Natasza Zurek made Canada proud with their winning pipe runs.
2001 – Danny Kass took the coveted halfpipe title this year, edging out Vermont’s Abe Teter by
two-tenths of a point. And for the second straight year, Natasza Zurek dominated the women’s
pipe contest, bringing home another title.
2002 – Just one month after snowboarding dominated the Olympics, the US Open went down
with more media and spectator attention than ever before. Over 30,000 people descended on
Stratton. It was the first time most of the Olympians had competed against each other since the
explosive event in Salt Lake City. Danny Kass may have gotten silver at the Olympics, but he
wasn’t about to settle for second at the Open. He defended his title and won the Halfpipe event
for the second year running. Kelly Clark kept her gold streak alive, winning both the Quarterpipe
and Halfpipe events at the Open.
2003 – It was a year of firsts. The Open held its first Rail Jam ever, won by Travis Rice. The
Open was broadcast live on television for the first time. And Philips was the first title sponsor of
the US Open. Ross Powers joined the elite group of two-time US Open halfpipe champions,
winning the event in a tight final competition. Gretchen Bleiler dominated the women’s halfpipe
competition. Shaun White won the Slopestyle event, and Hannah Teter won the best overall rider
award at the Open, driving away in a pimped out Jeep® Wrangler Rubicon.
nd
2004 – The 22 annual US Open was filled with landmark moments. Women competed in the rail
jam for the first time with Leanne Pelosi claiming the top spot. Kelly Clark won the halfpipe event
and joined the elite group of two-time US Open halfpipe champions, increasing her winning streak
to six major contest titles in the 2003/2004 season alone. Terje Haakonsen made a surprise
appearance at the Open, treating the tens of thousands fans at the halfpipe contest to one
poached run after another. Up-and-comers Priscilla Levac and Jake Blauvelt won the slopestyle
19
contest, both claiming the first major contest titles of their careers. And snowboarding history was
made when Danny Kass threw down one of the best runs of his career, becoming one of only two
riders in the event’s 22-year history to win three US Open halfpipe titles. Danny also went home
with the Overall Champion title, winning a Jeep® Wrangler Unlimited.
2005 – The 2005 US Open definitely left its mark on the snowboarding history books. Danny
th
Kass became the first rider ever to win four US Open halfpipe titles. It was Tricia Byrnes’ 16
consecutive year competing at the Open. Janna Meyen won her first US Open title since she won
the women’s halfpipe contest in 1991. And for the first time ever, three siblings - Abe, Elijah and
Hannah Teter - all made it to the halfpipe finals. Eddie Wall, Leanne Pelosi, Danny Kass,
Gretchen Bleiler, Risto Mattila and Janna Meyen all earned championship titles in the rail jam,
halfpipe and slopestyle respectively. Risto Mattila won the men’s Volvo Best Performance Award
for his sixth place standing in the men’s halfpipe finals and his victory in the slopestyle contest.
And Leanne Pelosi won the Volvo for the ladies after her first place win in the rail jam, competing
in the halfpipe semifinals and placing second in the slopestyle contest. Both riders won the keys
to a new Volvo V50 Sport Wagon.
2006 – The 24th Annual US Open wrapped up with Hana Beaman and Shaun White winning the
slopestyle finals and a bag of loot that included $20,000 cash and a plane ticket to the next Open
event in the contest series - the Burton New Zealand Open. Shaun White officially broke all
known snowboarding records when he won the slopestyle event, which was his twelfth
consecutive victory in the 2006 season alone. Shaun's unbeatable skills and Hana's two wins at
the event earned them the Volvo Most Valuable Rider award and the keys to a Volvo C70
convertible. Up-and-coming riders Chas Guldemond and Ellery Hollingsworth claimed the SkiDoo Outstanding Rookie Award and each won a Ski-Doo Freestyle Snowmobile. And Mathieu
Crepel was crowned the Global Ticket To Ride (TTR) Tour Men's Champion.
2007 – A very special year for the U.S. Open, 2007 marked the 25th anniversary of the event.
Shaun’s third place finish in slopestyle and first place finish in halfpipe scored him the Volvo. And
Torah’s second place finish in slopestyle, third place finish and Best Trick award in halfpipe
clinched the Volvo keys for her. Shaun and Torah had impressive pay days at this year’s US
Open. Both riders earned $100,000 each when they won the first ever Burton Global Open Series
(BGOS) championship title. In addition to the Volvo and the $100,000 BGOS title, Torah toke
home $10,000 from slopestyle, $5,000 for her halfpipe third place finish and an additional $5,000
and a Nintendo Wii system for scoring the Best Trick in the halfpipe finals. Shaun also made a
pretty penny over the weekend, earning $5,000 in slopestyle, $20,000 in halfpipe plus the
$100,000 BGOS title and the Volvo.. Not bad for a couple days of work.
20
BURTON COMPANY FACTS
Contents:
Page:
Top 13 Things You Need To Know About Burton
22
Beyond Snowboards: Burton’s Family of Brands
25
How Snowboard Graphics Get Created
26
BMC Factory Tour
28
Facts on Chill – Burton’s Non-Profit Learn to Snowboard Program
33
Burton’s Resort Programs Fact Sheet
34
TOP 13 THINGS YOU NEED TO KNOW ABOUT BURTON
1. JAKE
Jake Burton Carpenter has dedicated over 30 years of his life to snowboarding. He founded
Burton in 1977 and has played a vital role in transitioning snowboarding from a backyard
hobby to a world-class sport. In the early years, the business was based out of Jake’s Vermont
barn and he delivered boards out of his station wagon. Jake is Burton’s most avid product
tester and rides over 100 days per year.
2. THE INDUSTRY LEADER
Burton has fueled the growth of snowboarding worldwide through its groundbreaking product
lines, its grassroots efforts to get the sport accepted at resorts and its team of top
snowboarders. Burton dominates the snowboard industry worldwide with global headquarters
in Burlington, Vermont and international offices in Innsbruck, Austria and Tokyo, Japan.
3. PRIVATELY HELD
Burton is a privately held company owned by Jake. Because it is privately owned, Burton
does not release financ ial information.
4. WORLD’S TOP PRO RIDERS
Burton supports a team of many of the world’s best snowboarders. From halfpipe
competitions and slopestyle contests to snowboard video parts and backcountry descents in
Alaska, Burton’s team dominates all aspects of snowboarding. Burton sponsors riders who are
in the earliest days of their careers to the best pros in the world like Shaun White, Nicolas
Müller, Hannah Teter and Kelly Clark.
5. RIDER-DRIVEN PRODUCT DEVELOPMENT PROCESS
Riders are involved in each step of the product development process at Burton. Pro riders
give product managers feedback on everything from the ride and flex of a board to the
color of bootlaces and the texture of jacket linings.
6. FAMILY OF BRANDS
Since 1996, Burton has both started and acquired independent companies that have their
own individual identities and product offerings. As Burton grows, so does its family of
brands. Founded in 1996, R.E.D. is dedicated to the evolution of impact protection by
creating helmets that unite forward-thinking style with the latest technology. Gravis started
in 1998 and creates footwear, bags and accessories rooted in the snowboard and surf
lifestyles. Anon is a premier optics brand that began in 2001 and offers unique goggles and
sunglasses driven by fashion and the action sports lifestyle. Analog launched its first apparel
line in the fall of 2003 and is currently based in Irvine, California. In 2004, Burton acquired
California-based snowboard brands Forum Snowboards, Special Blend, Foursquare and
Jeenyus and collectively named these brands ‘The Program’. In 2006, Burton purchased
the world’s most prestigious surfboard company, Channel Islands. Founded by Al Merrick in
1969, Channel Islands is based in Santa Barbara, California where the company shapes
boards for many of the world’s best surfers. Like their parent company Burton, all Burtonowned companies support teams of professional athletes who drive the product
development process.
7. MORE THAN SNOWBOARDS
Burton makes everything for snowboarders to enjoy the ride and look good on and off the
hill. From snowboards, boots and bindings to travel bags, belts and apparel, Burton knows
22
what riders need. Burton’s special collections include the high-end Mark XIII outerwear line,
Idiom outerwear line, Burton Apparel and B by Burton collection for women.
8. EVENTS
Burton’s world class annual snowboard competitions include the Burton Global Open Series
and the Abominable Snow Jam. The Burton Global Open Series is an international series
of snowboard competitions organized and owned by Burton Snowboards that allows riders of
all skill levels to compete for a chance to win an overall championship title. The
Abominable Snow Jam grew out of the same rider-driven mentality that makes the Opens
the center of snowboarding events worldwide. A summer competition held at Timberline
Resort in Mount Hood, Oregon, the Abominable Snow Jam brings riders together for a laidback summer contest on the glacier. In addition to snowboard competitions, Burton also
runs one of the largest product demo tours in the industry.
9. BURTON RETAIL STORES
Burton has a select group of flagship stores around the world. Burton stores are currently located
at the company’s global headquarters in Burlington, Vermont and at the Burton European
headquarters in Innsbruck, Austria. Burton opened its first urban location in New York City’s
SoHo district in 2005. In 2006, Burton opened its first store in Japan in the Harajuku district of
Tokyo. In the fall of 2007, Burton opened three new stores: one in the Gold Coast shopping
district of Chicago; the company’s first store dedicated to surfing, skateboarding and
snowboarding in Los Angeles on Melrose Avenue near Crescent Heights Boulevard and a new
store in Osaka, Japan. Burton also has an outlet store in Wrentham, MA. Burton-owned Gravis
Footwear has a freestanding store in Tokyo just three blocks away from the Burton Tokyo store.
10. GIVING BACK
In 1995, Burton started Chill, a non-profit foundation that works to improve the self-esteem,
confidence and resilience of at-risk youth by teaching them how to snowboard. For six
weeks, Chill takes kids out of cities and into mountain resorts where they learn to snowboard,
get a break from everyday life and meet new friends and mentors. The program provides
Chill participants with everything they need for the experience: lift tickets, instruction, bus
transportation and head-to-toe gear. Through Chill, thousands of inner-city and at-risk kids
experience the outdoors, develop valuable life skills and have the opportunity to succeed at
a sport. Since its inception, Chill has touched the lives of over 12,500 kids in North
America.
11. LEARN TO RIDE
In 1998, Burton created the Learn To Ride (LTR) program by teaming up with the American
and Canadian Association of Snowboard Instructors and resorts around North America,
Europe and Japan. At the time, Burton was the only snowboard company in the industry to
focus on instruction methods and beginner-specific equipment. The goal of LTR is to give
beginner snowboarders the best learning experience possible by using a proven instruction
method and equipment created specifically for beginners. There are now several Learn To
Ride programs including Adult, Women’s, Kids and Freestyle Centers aimed at helping
people learn or progress their riding skills.
12. POWDER DAYS AND DOGS
Bringing your dog to the office and skipping work when it snows more than two feet are two
of the best benefits of working at Burton. The dogs are some of Burton’s most valued
employees, and a free season’s pass at Vermont-area resorts keeps Burton employees on
snow all winter long.
13. DONNA
Besides her husband, Jake Burton Carpenter, Donna Carpenter has been involved with
Burton longer than anyone. In 1984, Donna offic ially became Burton’s first European Sales
and Operations Manager and successfully expanded the company’s market to the European
continent. After five years of managing the European market, Donna returned to the States
and became CFO of Burton for three years until she started her own gourmet food business
23
in Stowe, Vermont. Recently, Donna has focused her energy and experience on taking
Burton’s long-standing commitment to women’s product, team and staff to the next level.
Through Donna’s leadership, Burton established new women’s marketing, product and
creative departments to drive the women’s business – this is critical to making product that
women are stoked about. For women who work at Burton, Donna has led the charge to
create committees and programs that make sure women’s voices are heard at all levels of
the company. Burton also has progressive maternity and childcare benefits so that women
and parents can continue to grow at Burton while they’re growing their families. Donna’s
personal mission is to teach any woman at Burton who doesn’t ride how to snowboard. On
top of all this, she has three sons, a pack of dogs and Jake to look after.
24
BEYOND SNOWBOARDS: BURTON’S FAMILY OF BRANDS
Over the years, Burton Snowboards has started independent companies that have their own
individual identities and product offerings. In addition, Burton has also acquired several
boardsports companies. Here’s a brief overview of the companies that are a part of the Burton
family of brands
R.E.D. - Rider Engineered Devices
Founded in 1996, R.E.D. is dedicated to the evolution of impact protection by
offering products that revolutionize the balance of style, fit and technology.
Driven by the creative influences of those pushing their personal limits, R.E.D. is
transforming tradition by inspiring riders with forward thinking style and the latest
technology.
For more information, visit www.redprotection.com.
Gra vis Footwear
Since 1998, Gravis has been creating alternative footwear and bags that bridge
the gap between action sports function and streetwear style. Gravis deserves its
creative inspiration from sport, classic design, contemporary music and urban
art and combines these elements into every product it makes. Working closely
with a team of professional snowboarders, surfers, musicians and artists, Gravis
develops shoes and bags that are the perfect accessories for today’s active
lifestyle.
For more information on Gravis, please visit www.gravisfootwear.com
Anon Optics
Founded in 2001, ANON's goal is to become the premiere optics brand by
offering unique optics solutions driven by fashion, lifestyle and the creative
influence of couture tastemakers.
Visit anonoptics.com for more information.
Analog Clothing
Created In 1999 as an outerwear style lab within Burton, Analog is now a clothing
company based in Irvine, California whose only goal is to create outside the lines and
push creativity and individuality in skateboarding, surfing and snowboarding. Analog
offers a simple concept: to be open to more than one idea, consistently deliver the
inconsistent and forge unlikely offerings to the status quo.
Check out the new line at www.analogclothing.com.
The Program*
In 2004, Burton acquired California-based snowboard brands Forum
Snowboards, Special Blend, Foursquare and Jeenyus and collectively named
these brands The Program. The Program has established itself as one o f the
leading manufacturers for all things snowboarding with each brand carefully owning to
a unique identit y in the marketplace.
Channel Islands
In 2006, Burton purchased the world’s most prestigious surfboard company,
Channel Islands. Founded by Al Merrick in 1969, Channel Islands is based in
Santa Barbara, California where the company shapes boards for many of the
world’s best surfers.
25
HOW SNOWBOARD GRAPHICS GET CREATED
If you’ve wondered how new graphics are created each year for more than 140 of the best snowboards
in the world, this is how the magic happens from start to finish. Team riders, designers and the Burton
board crew all spend months conceptualizing, revising and finally executing the graphics that grace the
topsheets and bases of the Burton snowboard line.
For the most part, graphics are the first features
that catch a person’s eye when they check out
boards at a shop. But it’s important to remember
that there’s a lot more to a snowboard than its
graphics – kind of like the old saying “you can’t
judge a book by its cover.” Building a snowboard
with the best raw materials, shapes and
technological advancements is Burton’s top priority.
But we also spend a lot of time and energy on
designing progressive graphics that add elements
of style, variety and individuality to the everexpanding line of snowboards Burton produces.
PART ONE: IDEAS TO PICTURES
The graphics process starts with Burton team
riders, who brainstorm what look and feel they
would like to see on a board or board series.
Riders with signature boards, such as Jussi
Oksanen, Jeremy Jones, Shaun White and the
un..inc crew, have complete control of the graphics
that will be displayed on their board. For other full
model board series, such as the Custom, T6,
Feelgood and Troop, riders work with designers
and the board design team on graphic concept
development. Many times, riders add in unique
personal touches.
Ideas are sketched out as riders and designers
discuss concepts and possible artists to create
imagery. In some cases, riders themselves come
to the table with an entire graphic concept in mind –
subject matter, placement, colors, type and detail –
and they just need a designer or artist to execute it.
While the riders and designers are coming up with
concepts, the Burton boards crew, factories and
protoshop are developing a menu of technical
graphic applications for the designers to use and
integrate into their designs as they see fit (i.e.,
holograms, metal inlays, new inks, etc.).
26
Once an overall concept is dialed, the designers head into the studio where they bring the
concepts to life and put imagery together in snowboard shapes. This means putting
together all the right subjects, sizes, colors, typefaces, textures, drawings and more. It
also means keeping in constant contact with the riders along the way. Several times a
year, the riders fly all over the world to sit face to face with the board design team and
designers. Together, they look at what’s been developed and set the direction for later
rounds of a graphic. It takes a while, but eventually everything gels. By the end of the
process, the designers have a whole pile of snowboard graphics on paper, in full color.
These are called comprehensives, or “comps.”
PART TWO: PICTURES TO SNOWBOARDS
When the comps are ready, the riders get together with the board
crew and choose the final designs. The process gets pretty
technical, but basically it goes like this: the designer makes an
image of the graphic that is exactly the same size and shape as
the board it needs to fit on. Then come the films, which separate
the picture into layers of color. Finally, the films get made into
silk-screens, which, in most cases, is how the graphics are
applied to the boards.
The actual screening process varies, but all the graphics are
applied in a climate controlled, dust-free room, using special inks
and epoxies that are custom built for maximum visual effect,
bonding strength and durability. Each color is allowed to dry
completely before the next coat is applied, which is why they
have to do a lot of screen prints separately, with new screens and
inks. The layering of the graphics and application process is what
makes the end result so dynamic.
It’s a time-consuming process, but that’s how you get so many
fresh graphics to choose from when it’s time to get out and ride.
SERIES 13: CUSTOMIZED BOARD GRAPHICS
Snowboarding is all about individual style and expression—from the way you ride to your sticker
job on your snowboard. New to the Burton line in 2005, the Series 13 program allows riders to
take control of the graphics that appear on their snowboard. Instead of just slapping stickers or
stencils on a board, riders can customize artwork, finish, sidewall colors and base design.
Upload your own image to the Series 13 website and incorporate it into the topsheet graphic,
design a one-of-a-kind laser-etched leather board, or customize your board with graphics from
retro Burton designs. Eleven high-end Burton models are available for customization, as are
several limited-edition models offered only in Series 13. Each board also comes with a metal
nameplate inlay that riders can have engraved as they wish. You don’t even have to leave the
comfort of your own home to design your board – the Series 13 program is all done over the web.
The Series 13 boards are built by hand at Burton Manufacturing Center, located a few short miles
from Burton’s global headquarters in Burlington, VT. After the boards are complete, they are
shipped to a participating Burton Authorized Dealer of your choice for pickup. A leather
boardbag, certificate of authenticity and a personally signed certificate from Jake Burton are also
part of the package. With Series 13 board graphic possibilities are endless.
27
BURTON MANUFACTURING CENTER FACTORY TOUR
So you want to know how we make our snowboards? Well, welcome to the Burton
Manufacturing Center (BMC). This is one of many manufacturing centers that produce Burton
snowboards worldwide, and the center closest to the main hub of Burton business. At BMC, we
produce several of the most innovative and high-tech boards, such as the Vapor, T6, Custom X
and Feelgood ES series, as well as our customized board program, Series 13. We’re always
working to make better boards and to improve the production process. More than 40 people
handle each board as it moves from the start of production to finish. At every stage of the
manufacturing process, each station performs a number of quality control checks. It’s a lot of
work, but it pays off on the mountain.
CORES
Back in the day, Jake Burton started making his
snowboards from wood. Today, a lot has changed in
terms of board composition, but our boards still have firm
roots in the past. Many snowboards we make have a
specially designed Engineered Grain Direction (EGD)
wood core that determines its riding characteristics. EGD
means that wood grain is placed at different angles and
directions within the core to provide the right combination
of edge grip and support, without compromising any
deep-snow feel. These wood cores come to the factory
in huge stacks of rectangular sheets. The first step in
transforming the sheets into a board core is done in the
assembly section of BMC, where holes are drilled for the
inserts.
A wood snowboard core.
Another type of core used in board construction is the
Alumafly core which uses high-grade, lightweight
aluminum instead of wood. Exclusive to the Vapor and
T6, Alumafly cores are profiled tip-to-tail aluminum
honeycomb cores that are very lightweight and
responsive on snow.
INSERTS
Inserts are the metal screw holes used to secure bindings
to the board. The inserts need to be attached to the core
so they have the strength to stay in place while on snow.
A thin foil layer covers the screw holes to prevent them
from being filled with lacquer in later steps.
Burton released a new mounting system in 2008 called
the Infinite Channel System (ICS) which consists of two
narrow slots on the board. The ICS is an evolution of our
3D mounting technology. Two simple slots on the board
in place of the previous screw mounts allow for infinite
stance width and angle adjustability.
Inserts
28
ASSEMBLED WOOD CORE AND SIDES
After the insert holes are drilled, the sheet of wood is then sanded down to the appropriate
thickness and trimmed into a snowboard shape. Once it takes on the shape of a snowboard core,
we staple poly tip and tail protectors and ABS sidewalls to the wood core. These are pieces of
plastic, attached to the side edges of the core, designed to provide a waterproof barrier between
the wood and the snow. We also add a sheet of fiberglass around the inserts to prepare the
board for the assembly department.
SCREEN PRINT
Our boards don’t just ride well – they also look great.
To make the topsheet graphics, we screen the design
onto a thin plastic sheet. Each color in the graphic
has an individual screen, so complex graphics take a
lot of time and resources to create. The more intricate
and colorful a board graphic is, the more screens, ink
colors and time are required to prepare these
topsheets for assembly.
In addition to screen printing, we also use a die-cut
process for base graphics. This means that we use
two or more P-Tex colors and cut out different
designs in each sheet. Then the different sections of
the die-cut are pieced together like a puzzle. The
2008 Supermodel is a great example of a die-cut
base. The die-cut process results in bold colors and
crisp lines that will stand up to wear and tear. For
bases with intricate designs and shading, we use a
screening process similar to the one we use for
topsheets.
A screen used in the screen printing process.
ASSEMBLY CART
Once the bases are prepared and the graphics are finished, all of these items are placed on a
cart to be assembled. These carts contain the topsheets, the bottom P-Tex sheets, metal edges,
gummies (thin strips of paper-like material that help seal the board components together) and
wood cores.
ASSEMBLING BOARDS
The people in the lay-up section of the assembly department then begin building the boards from
the components on the cart. Simply put, assembling a board is like making a big sandwich. The
first step is to place the base sheet onto the bottom of the press, which is a flat, metal sheet.
Next, metal edges are placed snugly around the base. Then, gummies are placed along the metal
edge and are coated with resin to form a permanent seal between the metal edge and the rest of
the snowboard. A sheet of fiberglass is then laid over the bottom assembly. This sheet is
smothered with resin/hardener, making it very sticky. The wood core assembly is then placed on
top and a bit more resin/hardener is added to wet down the gummies and fiberglass around the
inserts.
29
The gummies are placed on the horizontal edges of the board to help keep the ABS edges and
wood parts of the core together. On top of this, another sheet of fiberglass is added, which looks
like a shiny, thick cloth, and smother it with resin/hardener. The last component of the board is
the topsheet, which is laid on top before securing the top of the press in place.
PRESS
Building a perfect board is not as simple as
letting these “board sandwiches” dry. For
one thing, the tip and tail would be straight
instead of curved, and they would be full of
bubbles because the materials wouldn’t be
properly pressed together. The boards
need to be put into our presses to give
them the right shape. Since Burton was
one of the first mass snowboard producers,
we spent a lot of time paving the way and
developing our own production equipment.
There are twelve presses at BMC, each
with precise specifications for making
different board models and sizes.
A board inside the press.
TRIM AND SHAPE
After the boards come out of the press, they still have a lot of excess material, since rectangular
sheets of fiberglass and plastic are used, as well as overlap material in the sidewall attached to
the core. The trim and shape section of the
assembly department removes this excess
material.
In trim and shape, the boards are put on a long,
narrow table with suction cups. The suction
cups hold the board securely so workers can
use jig and band saws to get rid of the extra
material by hand. One wrong cut and a board
must be scrapped. Before leaving assembly, we
closely examine the boards to make sure the
required edge width remains and the board is
free of defects.
A board being trimmed with a jig saw.
WET GRIND
After being trimmed and shaped, the boards go to the wet grind station. There, the base and top
sheets are run through grinding machines. In total, the boards are run through seven machines
to smooth out their tops and prepare them for lacquering. This process also begins to prepare the
bottom of the board for riding.
INFINITE RIDE®
Thanks to Infinite Ride® Technology, we manufacture snowboards that maintain a consistent
feel, season after season, with enhanced durability. During this process, we put each board
through conditions similar to those you would experience during a season on snow. Think of it
this way: just as some car manufacturers run the engines on their cars for 1,000 miles before you
even drive it off the floor, we overbuild a board and put it through a performance-enhancing
process that allows it to retain its shape and ride characteristics over the course of its lifetime.
Straight from the shop to snow, every season, your board will perform on another level.
30
LACQUER
The lacquer process begins with the boards going through a cleaning machine that removes any
debris that could prevent a smooth lacquer finish. Next, the board is put through a lacquering
machine that first sprays its top with lacquer, then transports it through different hardening
processes. Burton is one of the few snowboard companies that does lacquering, so this part of
BMC is very unique among snowboard manufacturers.
DRYER
After the lacquering machine, the board is put into the big dryer room where warm wind helps
complete the drying process over the course of another eight to ten hours.
FINAL QC
After lacquering, the board is ready for its last
check in the final QC (quality control) part of
the BMC. This is where the finishing touches
take place, like trimming the sidewalls so that
they are slanted inwards towards the top.
CHECKING INSERTS
The next important step in the process is
tapping the remaining 14 insert holes. We
place guides over the insert holes and a
machine taps them accurately. After the
holes are tapped, we check the holes to
make sure they are as deep and strong as
they are supposed to be.
Checking inserts.
SANDING EDGES
After the inserts are checked, the boards go to the wet-grind section of final QC. Here, to get rid
of any burrs left from the initial cutting in trim/shape, we sand the board edges.
WET GRIND
Next, we run the board through more wet-grind machines to perfect the base surface so it holds
wax and rides well. After this is done, we inspect the boards to ensure that they are ready to be
tuned and packaged. We check inserts, sidewalls and lacquer again for quality and defects. We
also check the edge width to make sure it is wide enough to give
you seasons of riding.
“Moto Man” tuning a board.
TUNER
Once the boards are checked, they are sent to the factory tuner,
fondly known as “Moto Man”. This enormous robot makes it
possible to give a uniform, dependable tune, so every board
leaves with a precise factory tune. A board like the Custom X
needs a different tune than a women’s board like the Feelgood ES.
So Moto Man can be programmed to tune each board model
differently, depending on its specs. Workers simply slide the board
in on the front rollers next to the robot and Moto Man’s big
mechanical arm grabs it and runs it through machinery, giving it
perfect riding edge while detuning the tip and tail. An impressive
piece of equipment, Moto Man required a lot of brainpower to
create and program.
31
WAX
After the board is tuned, we send it to the waxing station. Here, we have special machines that
apply just the right amount of wax to each board, ensuring the perfect ride right out of the box.
EDGE AND PACKAGE
The final step involved in getting boards
ready to sell are removing excess wax
that may have splattered on their top or
sides during the production process. We
then bag each board.
ADDITIONAL QUALITY CONTROL
Each week, before any shipment of
snowboards leaves the factory, boards
are selected at random and checked by
an independent Quality Control
Inspector, who double-checks to ensure
that each board meets the high
standards Burton expects of its product.
Boards in the final quality control check.
WORK HARD, RIDE HARD
Making Burton Snowboards requires a lot of hard work and physical labor. Luckily for the BMC
workers, Burton gives them a season pass at Stowe and access to equipment they can demo for
free. A good powder day makes all the hard work worth it.
.
32
Chill Learn-to-Ride Program
Fact Sheet
Who We Are
Chill is an international non-profit foundation dedicated
to improving the self-esteem, confidence and
resilience of at-risk and inner-city youth by teaching
through boardsports: snowboarding, skateboarding
and surfing. By learning a boardsport successfully
through Chill, kids accomplish goals they never
thought were attainable. They also learn some of the
most important lessons in life − patience, persistence,
responsibility, courage, integrity and pride - all through
positive adult role models who treat the kids with
respect and encouragement. Every year, Chill takes
over 100 kids from each city to the slopes, beaches
and skate parks and provides them with everything
they need to learn to ride: lift tickets, lessons,
transportation, and head-to-toe gear.
B a lt i m o re
B o s to n
B u r lin g to n
C h ic a g o
Denver
Los Ange les
N e w Y o rk C i ty
P o r tla n d
P r in c e G e o rg e
S a lt L a k e C i ty
S e a t tle
T o ro n to
Vancouver
W a s h in g to n D . C .
Our History
Chill was founded by Burton Snowboards in 1995 in Burlington, Vermont to bring snowboarding to kids who
otherwise wouldn’t have the opportunity. The program had such an immediate and profound impact that the
program was brought to new cities each year to spread Chill to as many kids as possible. Chill currently
operates snow programs in over 14 cities in the U.S., Canada, and Australia that will reach well over 2000 kids
in 2007-2008 alone. Chill is currently expanding skate and surf programs to Los Angeles, North Carolina,
Florida, New Hampshire and Chicago.
Who We Serve
Chill serves youth who are challenged by a multitude of issues: youth in group homes and foster care; with
addictions; from the juvenile justice system; from alternative schools and community centers; those struggling
with drugs, violence, excessive anger or depression. Many of the kids have never left their cities, even their
neighborhoods, and most have never been to the mountains. Chill gives all of these kids the chance to shed
their labels of addict, delinquent, troublemaker or underachiever, and, through boardsports find their own
success in life.
What Our Partner Agencies Say
Chill works with about 20 agencies serving at-risk and underprivileged youth in each city. These agencies
report that Chill helps their kids achieve more in school, reach out to others, improve their attitudes and interest
in life, stick to drug and alcohol treatment programs, overcome severe depression and achieve goals where they
have struggled before. One social worker says, “Chill is a great example of something that is working and that
does help in our community. It combines therapy with real life experiences that put what they are learning into
practice.” An agency chaperone said, “It is exciting and extremely rewarding to be able to see changes in [the
kids]. We really can recognize the benefits of this program.”
What the Kids Say
Many kids that have participated in Chill say they now feel they can do anything. Eduardo from the Los Angeles
Chill program says, “These six weeks were the best! I learned how to do things I thought were not possible.”
And Stephania from Toronto said, “[Chill] has made me more confident and helped me to be a better person, in
the sense that I can do anything I put my mind to.”
Who Funds Us
About half of funding and all equipment comes from Chill’s founder, Burton Snowboards. Corporations,
foundations and individuals generously donate the rest. With administrative costs making up just 13% of the
overall budget, donors know their funds go directly towards changing the lives of underprivileged kids through
the vehicles of snowboarding, skateboarding and surfing.
33
2008 BURTON RESORT PROGRAMS
Jake Burton Carpenter takes snowboarding very seriously. It is his life and passion. Over 10
years ago he set out to develop a program that would make snowboarding easier to learn for
beginners. Working with key resorts and instructors, Burton developed specially designed
equipment and programs tested with real students in actual lessons. The programs and
equipment have been refined since 1998 and keep getting better year after year.
Burton has always recognized how important it is to get new people into the sport and make sure
their experience is a good one. Without the support of resorts, the sport of snowboarding could
never have grown. And without snowboarding, resorts would have lost out on a significant
amount of business. To ensure the future growth of the sport, Burton has created several
programs to help resorts attract and retain snowboarders.
LEARN TO RIDE
In 1998, Burton Snowboards created the Learn To Ride (LTR) products and programs and
became the only snowboard company in the industry to focus on beginner-specific equipment
and instruction methods. The LTR program was developed in conjunction with resorts and
instruction organizations around the world, including the American Association of Snowboard
Instructors (AASI). Now offered at 142 resorts worldwide, LTR programs have taught thousands
of people how to ride.
Goals
The goal of LTR is to give beginner snowboarders the best initial snowboarding experience
possible so they return to the mountain and continue to snowboard. By using proven instruction
methods and equipment created specifically for beginners, LTR helps riders enjoy their first day
on a snowboard.
Equipment
The Learn To Ride board is the foundation of the LTR program. The LTR board has special
features specifically designed to make a first day on a snowboard more fun and satisfying. A
special bevel on the base edge of the board helps eliminate catching an edge. Soft torsional flex
makes the board easier to turn. Convex contact points on the tip and tail make linking first turns
smooth and easy. Supportive, comfortable and easy to use Burton Progression boots and
bindings are also provided in the LTR program to ensure comfort a secure fit and great
performance.
Location
Burton Learn To Ride Centers are the homes of the Learn To Ride program and are located at
partner resorts around the world. At Burton Learn To Ride Centers, students will find Burton LTR
products developed specifically for learning, low student-to-teacher ratios, appropriate learning
terrain and shops that set riders up right the first time. There are 142 Learn To Ride Centers in 19
countries worldwide, teaching thousands of people how to ride every year.
Learn To Ride Women’s Centers
Back in the day you’d be lucky to see one woman snowboarder at a mountain. Now, women
make up approximately half of all first-time riders. But a huge majority of these women quit riding
after one try, and Burton is determined to change that. We want to make sure everyone who tries
snowboarding falls in love with it. So, we created a Learn To Ride program designed specifically
for women and girls so their first day on a snowboard turns into a lifetime of riding fun. Our
centers focus on smaller classes, personal attention and knowledgeable instructors who cater to
the way women learn.
Kids’ Learn To Ride Kids’ Centers
We are dedicated to providing a snowboarding experience for kids 12 and under that will create
34
lifelong memories. Learn To Ride Kids’ Centers balance board training along with other tools and
activities are used to enhance the learning experience. With the LTR™ board available all the
way down to a 90cm length, kids as young as six can get out on the slopes.
Freestyle LTR Centers
Typically, once people learn to ride, they go off on their own to explore the mountain and more
often than not, they eventually end up in the terrain park. Parks can be intimidating places and
it’s easy to get in over your head or get in someone else’s way. The LTR Freestyle program is
designed to give riders the basic skills and education needed to build their freestyle repertoire.
Smaller features, a controlled environment, proper instruction and the right gear all help make
learning to ride freestyle easy and fun.
Progression Parks
Growing from the successful LTR Freestyle program, Progression Parks step it up to another
level. Each Burton Progression Park has features designed specifically for learning how to ride
freestyle terrain. Stop and Drop zones help create a session friendly environment that allows
coaches to build skills and confidence while getting the riders ready for what they will find in other
parks at the resort.
LTR Pow
Snowboarding was invented as a way to surf the snow. Powder has always been the ultimate for
snowboarding, but it’s hard to practice when you don’t have frequent deep days. Burton has
partnered with Kirkwood resort and Baldface Lodge to create the LTR Pow program. Each
location offers a special program designed to teach the nuances of riding fluff while also
introducing some of the key safety aspects of riding untracked terrain. While these locations can’t
guarantee a powder day every day, they both hold claim to ridiculous annual snowfall amounts.
Stash
The first Stash run opened in 2007 at Northstar-at-Tahoe resort and was designed to feel like a
favorite, misty tree run punctuated by natural jibs, gaps, pillow lines and transitions. The Stash
lets riders progress their all-mountain freestyle skills in a fun, natural environment with features
like tree runs, jibs and road jumps constructed with wood logs and other natural materials. The
Stash is all about going top-to-bottom with your friends, connecting hits and getting creative on
organic features. Currently, Stash runs are available at Northstar-at-Tahoe in California and
Avoriaz Resort in France. For more info go to www.thestash.com.
35
ABOUT JAKE
Contents:
Page:
Jake Burton’s 2007 Biography
37
How Burton Got Started: In Jake’s Own Words
39
Name: Jake Burton Carpenter
Birthday: April 29, 1954
Home Town: Stowe, Vermont
Years Riding: 38 years
Number of days riding last season: 113
Favorite Resort: My home resort, Stowe
Favorite place to be in the summer: Surfing off a boat in the Indian Ocean
What do you do when you own the world’s leading snowboard company? You ride as much as
possible. And that’s exactly what Jake Burton does. For at least 100 days a year, Jake is on snow
testing new Burton product, taking runs with fellow riders and just having fun. He’s not a fair
weather rider either. You’ll see Jake on the hill when it’s spitting rain, getting his early morning fix
before heading to work. When he’s not riding, Jake goes to meetings, checks email and works
just like everyone else. He’s involved in everything from product development to catalog and ad
creation. When it comes down to it, Jake is a constant reminder of why Burton exists in the first
place – because snowboarding is so damn fun.
How did you become a leader in the snowboard business?
During the late 60s, I modified Snurfers until 1977 when I started Burton and built my first
production prototype. I was a complete loser in shop class in school, yet there I was, working out
of a barn in Vermont, figuring out how to manufacturer a snowboard. There was no road map. I
combined some skateboarding and a little bit of surfing experience with the Snurfer, then added
some common sense--which is probably why it took so long to make a product that was rideable.
The rest is history I guess.
When you were a kid, what did you want to be when you grew up?
When I was a kid I worked at the New York Racetrack (Aqueduct) right near my house. For a
long time my aspiration was to become a race-horse trainer. I later found out that it probably
wasn’t the best industry to get into if you love animals as much I do.
What is your favorite thing about coming to work?
When you walk into your house you’re pretty much living and breathing your family. When I walk
into Burton I have the opportunity to live and breathe snowboarding. I’ve been doing this for over
half my life, and it presents a vibe that makes me very comfortable, happy and productive. And I
also like saying hi to all the dogs on the walk to my office.
Why do you think your peers consider you one of the most influential people in the
snowboard industry?
I think my success came down to being there at the beginning, working ridiculously hard, and
using creative solutions to problems or challenges. If you do all of that, surround yourself with
good people and treat them well, it’ll be alright.
What sport (other than snowboarding) do you enjoy playing or watching the most and
why?
As far as ‘playing,’ outside of snowboarding it’s pretty much all about surfing for me. I’m taking
more time in the snowboarding off-season to go on surf trips, and it seems that on every trip I get
more addicted to the sport. I’ll never be as good of a surfer as I am a snowboarder, but I have a
lot of fun trying.
If you could change one thing about the snowboard industry, what would that be?
As far as the sport goes, it would be pretty cool if avalanches didn’t exist. They’ve ruined many a
good day and taken a lot of people out in the process. On the industry side, I would make it a
rule that you can’t have a trade show unless it’s at a powder resort destination.
What international place have you traveled to where you think you could live?
37
New Zealand or Australia would probably be right up there, but I could see myself living in Japan
or Europe (which I’ve already done) as well. While I certainly travel a lot, I regret the fact that I
haven’t taken more time to actually live in some foreign locations. It has such a positive impact in
terms of broadening your perspectives, but at the same time making you appreciate what you
have at home.
What is the scariest moment you have ever had in snowboarding?
About 20 years ago, our bank who was lending us all the money that we needed to run our
business told us they didn’t want to lend us money anymore. They were convinced snowboarding
was a fad that had run its course. That was a scary time.
When people look back on your life, how do you want to be remembered?
I’d like to be remembered as a good husband, father, friend, relative and someone who always
did the right thing for the sport of snowboarding and the Burton brand.
What
-
is the greatest thing about being you?
Being able to travel around the world getting 100+ days of snowboarding in a season.
Having access to prototype product before the market has even seen it.
Working with a super fun team here at Burton.
What is the most difficult thing about being you?
Going to trade shows and being a complete asshole magnet.
What is more important to you than snowboarding?
My family and friends.
What suggestions would you give to someone who aspires to be like you?
Choose an industry with a lifestyle that you can become passionate about and don’t ever
consider giving up.
If you had to pick one person who has inspired you, who would that be and why?
Whether he was alive or dead, Craig Kelly has always shown me the way.
What is next for you? What does your future hold?
Hopefully a lot more powder days and a few barrels along the way.
38
How Burton Got Started – In Jake’s Own Words
I’ve always been attracted to snow. I associate it with being a kid on Long Island and not having
to go to school and coming home with snow packed in my clothes and soaking wet. I skied as a
kid and loved it. So in 1968, when I got a Snurfer for Christmas, I identified immediately with the
concept. I understood being able to go down a snow-covered mountain, but in comfortable
footwear this time and not holding onto ski poles and just being so free in the process. That
appealed to me: the freedom and the simplicity of it, thinking, god, this is so pure.
During the late 60s, I modified Snurfers until 1977 when I started the company and built my first
production prototype. I was a complete loser in shop class in school, yet there I was, working out
of a barn in Vermont, figuring out how to manufacturer a snowboard. There was no road map. I
combined some skateboarding and a little bit of surfing experience with the Snurfer, then added
some common sense--which is probably why it took so long to make a product that was rideable.
I made about 100 prototypes. They were entirely different constructions, from marine plywood to
fiberglass to solid ash I steamed and bent, as if making a chair. I remember making a board in a
furniture factory in upstate New York. Driving back to Vermont, I saw a massive embankment
covered in a foot of snow. I parked the car in the middle of the highway, pulled out that new
board, hiked that embankment in my street shoes and just shredded down, having the time of my
life.
I finally settled on a skateboard construction for my production board, and in 1977 I made my first
Burton snowboard in Londonderry. I hired two relatives and a good friend, and we set out to make
50 boards a day. We accomplished that, which was great. The problem was, we only sold 300
boards that entire winter, mostly to ski shops. I’d go out with a station wagon full of boards and I’d
come back with a station wagon full of boards, like a traveling salesman, Willy Loman-type stuff.
Finally I hit rock bottom. I went back to New York for a couple of summers to teach tennis and
tend bar just to keep the business afloat, sending money orders up to Vermont to pay my bills.
What pulled me through was my belief that surfing on snow was a good idea and that, eventually,
more than 10 people would realize that. In the fall of 1979 I went back up to Vermont and hired
some high school kids to assemble all the partially produced boards. We started getting orders,
and that year we doubled our sales. I thought, if I can keep doing that, we’ll be okay.
You could only ride those early boards in powder, and that’s all we had—we weren’t allowed on
ski resorts. We got into the tiny ski areas, but if you wanted to snowboard, you had to hike.
Consequently, the market was 15- to 17- year-old-boys who were willing to buy the board out of a
box and teach themselves to use it. I owe everything to them.
For the last ten years, I have snowboarded 100 days a winter. I actually mark the days on my
calendar. Last March, I went riding in Russia with some members of the Burton team and my
oldest son George, who’s 16. A helicopter dropped us off on top of this mountain in the Caucasus
range. Terje Haakonsen pointed out this great line to me, and it was just that same vibe as
always: looking down this field of untracked virgin snow and just going for it and feeling so much
comfort and exhilaration and fun. That feeling hasn’t changed from day one.
—Jake Burton, Founder and Chairman, Burton Snowboards
39