A paradigm shift is happening all over the United States, and the snowboarding industry is one of many who can play a part. Either you move with change or leaves you behind. Waterville Valley in New Hampshire seems to be open to change...Snowboard Mag article
"Keeping The Dream Alive" was created to develop cultural awareness in
today's youth while helping them to become tomorrow's leaders. Students
attend diversity workshops in the morning at the Waterville Valley
Conference Center , then head to the slopes for an afternoon of skiing
and riding Waterville Valley.
Being interactive with consumers in the age of social networks and mobile marketing is what will bring success for growing with emerging markets. NaCo announced plans to team up with There.com to reach the growing online Hispanic population. Pay attention here...full story on Hispanic Trending.
The partnership represents a unique opportunity for both NaCo and
There.com to target the Hispanic community currently found in the
virtual world and to attract additional Hispanic members. While there
is no official measurement of the size of the U.S. Hispanic online
market, a recent ComScore study of U.S Hispanics online estimate the
display advertising segment alone may account for around $140 million.
Street Artist: Above (Bilingual goes two ways, you don't have to be Latin to appreciate the ability to communicate in more than one language - see next post)
"DEJANDO LO MEJOR PARA EL FINAL." Is Spanish for "SAVE THE BEST FOR LAST."
This Word/Play was painted in Bogota, Colombia in an area where
every building around this "Last" building was being torn down and
demolished for new construction.
Bogota is going through a transitional period "rebirth" as many of the
older buildings are being torn down. By now this building is probably
A person who speaks more than one language has a brain wired for code switching abilities. This is what I find most interesting about the new opportunities emerging for brands interested in targeting bilingual Latinos in the United States. You can engage interactively through language.
Any brand's advertising and marketing efforts that seeks to combine English and Spanish has to include a high level of creativity when being deployed. Knowing what does and doesn't work is key. I think it can be a valuable, fun, and engaging way to interact with bilingual consumers.
Check out the "Our heuvos are bigger" Stripes campaign in Texas as an example. It works because they obviously worked with a bilingual copywriter who understood the message and audience.
We're only going to see more of this in the years to come...some will get undoubtedly be upset, but again, when is knowing more than one language ever a bad thing?
The Rio Grande Valley has become a testing ground for this brand of
marketing, and the sweep of highway between McAllen and Brownsville is
Roadside signs roll out in English, Spanish and Spanglish, sometimes promoting the same product.
This is possible because of the Valley's unique setting. Culturally
and linguistically sandwiched between Mexico and the United States, the
Texas-Mexico border is a test tube of sorts where locals move freely
between Spanish and English in conversation, often tangling the two in
a creative blend.
Just in case you didn't know it, tomorrow is Go Skateboarding Day. I'll be at the Denver Skate Park for sure...
On June 21 skateboarders around the globe
will celebrate the pure exhilaration, creativity, and spirit of one of
the most influential activities in the world by blowing off all other
obligations to go skateboarding!
Skateboarders everywhere will hold
fundraisers, contests, protests, demo’s, they’ll skate across cities,
gather in skateparks, stream into their local skate shop and some will
even revel in the solitary act of skateboarding alone, all bringing
together the skateboarding community in the grind heard around the
Looking for proof that youth multicultural market has a ROI, well here's Chris Jarnot the SVP and COO of Vail Mountain giving an update on what they've done.
season Vail Resorts invested with SOS in a program to increase the
diversity of participation in snowboarding and skiing over time. We
provided lift tickets, season passes, rental equipment, instruction and
cash sponsorship. We could not have been more pleased with the return
on our investment. We and SOS hosted more than 1,900 participants for
6,693 days at our mountains. 78% of the kids were of racial groups
other than white, 66% were from households with incomes of less than
$40,000/year, and all of them had a great time snowboarding and skiing
at our mountains. We’re convinced that through this program, we’ve
planted seeds that will turn this diverse group of kids into lifelong
Brasil é já um jogador global...vai ser muito importante pra futuro.
The Brazilian economy is barely recognizable to those who knew it more
than five years ago. In those days it was plagued by mountains of debt
and boom-and-bust cycles. Now everything is different. Indeed, 2008 is
quickly shaping up to be the Year of Brazil.
You can definitely measure national sentiments by the production of its youth in art, sports, and music. Its only natural that skateboarding provides a lens to understand the mood of that country.
This interview with Nate Fristoe of RRC gets really interesting about 15 min into the conversation...Gen Y and its ethnic diversity are going to play a huge role in the future of snow sports. Definitely worth the time to check out.
The book details the life of a Latino growing up amid cultural change
in Los Angeles. Jack Lopez recounts his boyhood exploits, family
relationships, a brother who died from AIDS, the death of his proud
father. Throughout his story Lopez comments on those aspects of our
world that especially touched his own--as reflected in the title--and
and which influenced individual choices for life.
Hispanics were more likely than the overall U.S. population to be
influenced by media last year. According to research, 23% of Hispanics
were influenced to purchase a product by watching TV, and this
demographic was 44% more likely to be influenced by the Web. eMarketer
Makes a lot sense...show up in Texas, bring along a Latino motocross star, and suddenly your hitting a large percentage of the market in that state. Latino daredevil has arrived.
This year's Red
Bull X-Fighters faces Hispanic domination as Spain's own Dany Torres
continues to dominate the competition. Only 21 years old, Torres has
accumulated a list of successes, including this year's competition in
Mexico City, where he took a surprise second place on the heels of
Switzerland's Mat Rebeaud. Torres is primed to take first place as we
witness this Latino daredevil in action rodeo-style!
Young Latin talent is continuing to emerge...skateboarding athlete Chaz Ortiz gets bumped up to pro at age 14 by Zoo York.
Chaz is known for his super smooth, seemingly effortless style, and at
only fourteen years of age he exudes a quiet confidence well beyond his
years. With youth on his side, fire in his heart and a deep bag of
man-sized tricks on lock, Chaz truly is the future of skateboarding.
By the way, recently learned where the term Zoo York originated. It all goes back to underground hip hop and street art culture...