Equipo Roca

Nos Cambiamos de Domicilio at Kurimanzutto in Mexico City

 
Kurimanzutto  has an interesting upcoming art show in Mexico City that will run from Dec 2, 2008 to Feb 15, 2009. The title of it is "Nos Cambiamos de Domicilio" - "We Changed Addresses"...

The members of Kurimanzutto describe the new show in stating: “For this exhibition we have decided to evoke the testimony of an incidental – yet fundamental – protagonist: the bookshelf living in almost any artist’s studio. […] Around thirty industrial shelves have been disposed throughout the main plant of the gallery, conforming a grid over which an organized cosmos might unfold.” - Via Juxtapoz

ESPNDeportes: Winter X Games Survey

So I took this little survey at ESPNDeportes and was not surprised by the results. Yeah, sample size is not huge. I'm going to check back in the near future and see how much has changed.

Regardless, from this data we can see that snowboarding, in this case as entertainment, makes a strong impression on a bilingual or Spanish speaker watching events taking place in Aspen Colorado.

Question: What is your favorite event at the Winter X Games?

Mexico: Forging the Character

Came across a site that led me to another site, where I found a flickr collection of Mexican typography. It's from Typecon2007.

There was some really cool work. You can see an delicate balance between evolution and tradition in the body of it all.

Mexico: Forging the Character

More Urban Snow Parks on the Horizon?

It looks like an Israeli company called IDE Technologies Inc. has devised a snowmaker capable of making snow in just about any condition, regardless of climate. This extremely interesting in that I can think of numerous major urban metro areas in the United States that could use urban snow terrain parks. Essentially these are the skate parks of tomorrow.

IDE Technologies (IDE), equally held by Israel Chemicals of the Israel Corporation and the Delek Group, is enlarging its core operations with the introduction of a unique refrigeration technology that meets the increasing global demand for man-made snow. Relying on its proprietary technology, which is used for additional applications such as thermal energy storage for building and district cooling, district heating, and deep mine cooling, the Company has begun marketing snowmakers to the global ski industry.- Via PR Newswire

 With Ruby Hill Rail Yard now entering its third year in Denver, SIA coming in 2010, and technology coming online I can definitely see urban parks becoming considered by more communities throughout the country. Especially is they will be a means to an end in achieving the need to introduce multicultural youth segment to snowboarding.

 

Looking at the Future of Snow Sports

Here is a brief recap of the 2008 NSAA Convention and Trade Show. Keep in mind that this event was held prior to the November election of Barack Obama. You'll notice some things to keep in mind with regards to the youth multicultural market.

Keynote: The New Mainstream

Guy Garcia, author of “The New Mainstream,” described the current state of multicultural America. He summarized it in his description of the “creative class,” the one in four Americans who embrace other cultures, gravitate to dynamic industries and cities, and have high levels of education and income. These are the best customers of the future, and they are mashing, fusing, and blending a new culture in which everyone is included and still an individual, and any persona is possible. How else can you describe a world in which the top rap artist is white, and the best golfer is black, Garcia said. The point: Hispanics (and others) want to be part of the whole, while at the same time recognizing that everyone is, in fact, different. The appropriate metaphor for America is no longer the melting pot, but the blender.

And if you were wondering if you get a ROI when investing in the growing Latino youth market check out this data that was revealed at the event.

Snowsports as a Youth Development Tool

This session dove into the advantages of hosting an SOS Outreach program. RRC's Nate Fristoe had some compelling numbers to prove the point. For example, 61 percent of the program's participants said they would continue to slide over the next 5 to 10 years. Fifty-two percent have introduced friends, and 34 percent have brought family members on board. When it comes to purchasing, 57 percent of SOS participants purchased apparel within a year of trying the sport, and 19 percent bought equipment. Further studies showed that their long-term conversion rate is 25 percent, well above the national average of 15 percent.

Via - SAM Magazine

Above's SouthCentral: Part 4 (The Final Chapter)

SouthCentral: Part 4 (The Final Chapter!) from ABOVE on Vimeo.

Generation Global

Listen to this... Latinos Buying Power: Results of the latest study on Latino consumer attitudes show that the buying power of Hispanics is in the billions. The study called DATOS, the Spanish word for 'data,' says Arizona has the 6th largest Hispanic population in the sountry with nearly 2 million Latinos, and that could translate to a new group of influential consumers. Source: KJZZ

Emerging Media Increasingly Inform

Embracing the power of emerging media will be a solution for brands looking to connect with the 18 to 34 year old multicultural demographic.

A study conducted by the National Retail Federation and BIG Research found that things like online video-game ads, blogs and text messages are gaining influence overall with consumers, particularly in the electronics category. - via AdAge

Its what will allow for a brand to share its story and introduce itself to someone who's ready to become a customer. Chances are it's not that they aren't interested in what your product is or does, rather they're just missing the education piece to understand it. Technology is merely a means to close the knowledge gap.

Ally Distribution is onto something with the launch of the first multi-title action sports digital download player...Question becomes, is the content designed to create a dialogue with the uninitiated?

The development of a new digital download player by ALLY Distribution will change the way people enjoy action sports films. By adding an entirely new dimension to the distribution model, this download player enables consumers anywhere in the world to instantly access featured titles and clips. Called the ALLY digital DOWNLOAD Player, the company wanted to create something that would transcend the physical barriers of DVD's and seamlessly play on all forms of digital devices. - via Snowboard Magazine

Burton Snowboards Presents: Go Snowboarding

FREE LIFT TICKET AND LESSON!

Burton Snowboards is pleased to announce GO SNOWBOARDING, a collaborative effort with select North American partner resorts designed to introduce people to snowboarding. With the purchase of select Burton snowboards you can obtain a FREE lesson and lift ticket package. Better yet, the lesson and lift ticket package is fully transferable, so if you’re simply too rad for free stuff, then do us all a favor and hook a friend or family member up.

SOME THINGS TO REMEMBER:

Your LTR lesson and lift ticket package is fully transferable. Blackout dates vary, so double check with the resort you want to visit ahead of time. You have to call the resort at least 48 hours ahead of time so that they can plan for your arrival

REDEEM YOUR PACKAGE HERE:

BEAR CREEK Macungie, PA
STOWE MOUNTAIN Stowe, VT
BLUE MOUNTAIN Collingwood, ON
STRATTON MOUNTAIN Stratton, VT
CANADA OLYMPIC PARK Calgary, AB
THE CANYONS Park City, UT
COPPER MOUNTAIN Copper Mountain, CO
TIMBERLINE LODGE Timberline, OR
ELM CREEK Maple Grove, MN
WATERVILLE VALLEY Waterville Valley, NH
NORTHSTAR Truckee, CA

Press Release - via Transworld Business

Going Under Sewage system art!

Once again, an example of using what's available to you. It's about creating a modern day Greek tragedy. This is what one South American street artist is doing under his hometown.

Jose Augusto Amaro Capela, aka Zezao, is a thirty-six-year-old graffiti artist from Sao Paulo, Brazil. For almost a decade he has used the sewage system of this overpopulated metropolis as the canvas for his spray-painted art. His trademark work is an abstract, complex and curvilinear shape; lonely, floppy and always blue. - via Huck Magazine

Tommy Guerrero SOUL MINER Barry Mcgee TWIST

You got to love it when someone is good at something early in life and finds a way to be successful at another endeavor later in life.

Tommy Guerrero left the skateboard industry behind to pursue another interest. It seems like he's having as much fun being a musician as he did street skating. A life of soul mining indeed...

tommyguerrero.com

X Games México: Exclusiva con el argentino Milton Martinez

The Currency of Change in the Marketplace

Read The Currency of Change: Obama's Diversity Agenda Will Dramatically Impact the PR Profession

Reason number four nails it. This blog has been making the case for two years now. Opportunity is not in some far off distance...its right in front.

4. The demand for multicultural-related public relations work will explode. There are two reasons why this is an almost complete certainty. The Obama diversity factor means that the smartest thing agencies can do right now, if they haven't already, is to make sure they are able to execute communications programs for diverse audiences. If your agency has strong diversity PR capabilities, this is terrific news for you. But if you work for a PR firm that has national accounts or has a strong presence or focus in the big five diverse states of New York, California, Texas, Florida and/or Illinois, and you don't have these capabilities, you better do something about this quick. If your agency cannot effectively execute outreach to Hispanic, African Americans and Asian American audiences, among others, you won't be playing for a lot of accounts. This harsh reality will be especially true for agencies seeking federal and state government work.

Como se fabrica una tabla de snowboard

Not Lost in Translation

This a question I hear often, and nice response to it...

When should a general market tagline be used in an Hispanic campaign? Sometimes, a brand has no choice but to come up with a new tag because there is no literal Spanish translation for the English version.

That's what its all about when it comes to snow sports and the Latin youth market. Companies need to figure out what your brand is trying to communicate and why it should matter to the customer.

There a few great case studies in "Not Lost in Translation", including one relevant to the outdoors.

For General Mills, which late last year launched its first Hispanic market campaign for Nature Valley granola bars, it wasn't so much that Hispanic consumers experienced the product differently, but rather had a different view of nature itself.

"Hispanics don't feel they have to 'get away' to find nature the way Americans traditionally do," explained Ingrid Otero-Smart, president and CEO of Casanova Pendrill, Costa Mesa, Calif.

Thus, her agency shifted the brand's focus from the images of mountains and waterfalls that dominated the general market campaign to the product's packaging. Outdoor ads, which continue to run this year in Los Angeles and other markets, feature a blown-up image of a granola bar wrapper printed with those same images and the headline: "La Naturaleza en tu Bolsillo" or "Nature in Your Pocket."

Learn to Ride in Spanish - Aprender Surfear en Español

Snowboarding Desde Boí Taüll - España

Construccion del parke de basseta en Boí Taüll x los chicos de asp snowparks.
Construction of the basseta park in Boí Taüll with asp snowparks guys.

Boi Taull Resort

Tiger Woods Speaks: Obama Represents America

He's a golfer, but he really speaks to a larger point, that being the arrival of a multicultural youth market.

Latin American Graphic Design

Comunicación visual: the best Latin American designers from yesterday and today

Comprised of 20 countries located in North, South, and Central America as well as the Caribbean Islands, Latin America is populated by over 500 million people. From Argentina to Mexico, all Latin American countries are Spanish-speaking with the exception of Portuguese-speaking Brazil. Latin America has been producing a very unique form of graphic expression for decades and this historical publication brings together the best examples from the 20th century as well as today. The book begins with an extensive historical essay about the region's contribution to design, featuring the development of graphic design in the region from 1900 to current times, while the main body of the book features A to Z entries of almost 200 designers and design offices that have built up and continue to champion the Latin design identity. Finally, a handy index facilitates access to key information in the book, such as designers' names, countries, publications, educational institutions, and famous events.

Latin American Graphic Design Book

Snowboarding La Hoya, Argentina - Fly Terrain Park

Creativity comes in many forms...sometimes is all about using what you have available to you.

One of the characteristics I've always enjoyed about the Latin tradition is the idea that anything and everything can be fixed to work. It may not be the smoothest, quietest, or prettiest, but it will work. You see manifested throughout Latin America, in people's homes, cars, clothes, and social systems. You always find a way to make things work based on what is available.

The La Hoya snowboard park in Argentina, dubbed "Fly Park", is a testament to the tradition of being resourceful. It was designed by Nico Lopez, an Argentinian rider.

 

Nico’s artistic design has given his park a very industrial feel. A ruined car sprayed with graffiti is parked at the foot of three epic kickers and 15 rails. The rusty car wreck, a rare sight within the snow, sits in front of a dramatic view of the town Esquel, an unusual gateway for a ski resort. Situated in Patagonia and in the Chubut mountains, Esquel unlike most ski mountain towns has little signs of tourism. Instead Esquel exemplifies the look and lifestyle of an average Argentinean town. The architecture is modest, concrete buildings align dusty streets organised in a grid system that shows little sign that La Hoya lies a mere 13km away. - via Huck Magazine