Equipo Roca

Exceeding Expectations

Quote of the day...

“I didn’t think it [the snow] was going to be that great,” Ortiz said through a translator at the school. “But it was better than what I expected.” - Via Jackson Hole News & Guide

Youth+Mobile Marketing Trends

Very interesting trend to watch for in the youth market...

In lieu of banner ads, advertisers increasingly are building mobile applications that provide contained brand experiences along with a usefulness that keeps users interacting with the brand. In the past month, brands such as Kraft, Nike, Gap, REI and Friskies have built applications for everything from planning a dinner menu to downloading snow reports. - Via AdAge

Jan 09 Learn to Ride Month - NYC

Attention all you New Yorkers...January is Learn to Ride month. Days on the hill make great family and friends outings.

Safe to say that diversity isn't an issue on the east coast, especially the NYC metro area. So its going to be interesting to see how snowboarding participation grows in this region. Its mostly that folks really don't have enough info about learn to ride programs available to them.

But in New York City, inexpensive day trips to nearby mountains seem more popular than ever. Operated by ski and sports shops like Emilio’s (112-32 Queens Boulevard, Forest Hills; 718-544-0404; www.emiliosskishop.com), Blades Board & Skate (two Manhattan locations; 212-787-3911; www.bladesnyc.com) and Paragon Sports (867 Broadway, 212-255-8889; www.paragonsports.com), these trips typically depart from the store between 3:30 and 6:30 in the morning, deposit you at the mountain just after 9 a.m. and leave for the city about 4:30 p.m. - Via NYTimes

Lil Wayne narrates 'What's G?' - Chaz Ortiz featured

New Gatorade Ad

Abra la Ventana...Snowboarding + Digital Downloads

There are a number of Latinos out there looking for new and inspiring content. Digital downloading is a gateway to sharing "el mundo nuevo."

Alterna Films has just announced the release of all current and past films in digital download format exclusively on Alterna's website.

Now you can instantly own all these classics on your computer, iPhone or other mobile device. Via - Snowboard Mag

For more on this go to: alternaactionfilms.com/digital-downloads-now-available

Coast $20K Sponsorship Contest Opens a Door

This a cool contest that Coast Body Wash is running...rider above Jamie Madrid.

The contest is open to snowboarders around the world. We're looking for all the rippers out there to submit two videos. Each video will fall into one of two categories: Best Action or Special Something. Best Action is self-explanatory, but what is Special Something? Well, that's up to you. Sponsorship means a lot more than just having the biggest bag of tricks. Coast is looking for a true spokesperson. Do you read to the blind? Help save the whales? Make straight A's? Anything you think is going to help your cause with the judges should be included in Special Something.
Via - Snowboard Mag

Coast-MakeMeFamous.com 

I already know one kid that should be in the mix. Glad to see the need to be an individual of substance.

Latin Athlete - Maya Gabeira

 

Check out the story of Brazilian surfer Maya Gabeira, daughter of Fernando Gabeira, a famous political dissident and founder of the Brazilian Green Party.

“Surfing big waves is reflective of your attitude towards life. I think it’s something you learn at home. My dad has a really strong character, is incredibly bright and I’ve learned a lot from him.” - Via Huck Magazine

Gatorade Inks 14 yr old Skater Chaz Ortiz

Gatorade has decided to invest in the action sports market. It's pretty obvious they see the multicultural youth market as means of connecting by inking Chaz Ortiz and Nigel Sylvestor to deals. Both are emerging athletes...

While energy drinks and soda brands have long been attached to action sports, Gatorade has stepped up to become the first isotonic beverage sponsor of action sports athletes and properties. The brand has begun a push into action sports by signing three athletes, including 14-year-old skateboarding phenom Chaz Ortiz.

The brand signed a multiyear deal with Ortiz that sources valued in the low to mid-six figures annually. He will be the cornerstone of Gatorade’s action sports campaign and will be featured alongside its marquee athletes, including Derek Jeter, Dwyane Wade and Peyton Manning. Via - Sports Business Journal

El Nuevo Boy Scouts of America

Check out what the Boy Scouts of America have decided to focus on this year....

The 100-year-old organization has adopted a branding department and a marketing group; is working with PR shop Fleishmann Hilliard on a centennial campaign; and is trying to make the scouting experience more relevant with moves such as adding GPS systems to the traditional compass for hiking trails. But in what looks to be the biggest marketing shift for the organization, the Boy Scouts are now targeting Latino youths -- a particularly sparse segment of membership in a traditionally Caucasian-dominated institution. - Via AdAge

Why are they focusing here?

Rick Cronk, former national president of the Boy Scouts, framed the dilemma plainly for the Associated Press. "We either are going to figure out how to make scouting the most exciting, dynamic organization for Hispanic kids," he said, "or we're going to be out of business."

"There's very little emotional connection among Latino parents," added Mr. Medlicott. "With immigrating families, we can't rely on the word-of-mouth, father-to-son dynamic." Instead, he said the Scouts are relying on a platform that he said transcends ethnic background. "It's a focus on core-values -- of what scouting does for kids," he said. "For 100 years they've created the world's leaders -- business, government, society in general. We want parents to know the Boy Scouts increase their child's chance of success."

While I was never a Boy Scout, I do know it was one way a lot of kids were first introduced to outdoor sports. So really this initiative is a means to creating a cultural shift on a larger scale.

Here is the Los Angeles case study.

Hispanic Youth Interview - Going into 2009

School-Age D.J.’s, Old-School Style

Here is an example of Latino youth exerting a "personality" on pop culture. The Martinez Brothers  demonstrate the meaningful and lasting influence of introducing successive generations to new things.

After discovering his sons’ interest in online mixing programs like VirtualDJ but disapproving of the profanity of the hip-hop songs they were playing, Mr. Martinez bought them their own equipment — and some music.

“My dad comes from where D.J. culture began,” Stevie Jr. said. “So he’s like, ‘Let me show these guys where D.J.ing comes from.’ We gravitated to disco because everything was live. The musical aspect of it was something that hip-hop didn’t have.”

It wasn’t long before the boys made their father a mixtape, and its quality made him pull over his car while he was driving on Interstate 95. “I called Stevie on my cell, and I say: ‘You guys did not do this cassette. Stop playing around with me,’ ” Mr. Martinez recalled. “Stevie was really good with the deep house, and Christian was good with the disco. My head started to spin. One was 14, and one was 12.” - Via NYTimes

A Social Reason to Promote Action Sports to Multicultural Youth

What is going to happen to outdoor open spaces if more the diverse young people of America are not integrated into action+outdoor sports?

Everyone loses out...In the future, environmental legislation will be affected by how connected people feel to nature. If you don't have a history of being exposed to beaches, mountains, and water then there's a good chance you won't vote in favor of preserving them.

In 2006, the number of people living in urban areas exceeded those in rural ones. The cool thing is that activities like snowboarding or surfing connect with people a sense of place in nature. This is why its important to use them as tools for educating citizens...framing the context.

“Snowboarders are attached to the natural world,” he said. “They are going to be more apt to buy something that he or she feels is ecologically better for the planet. And if more sales are determined by how green you are, then you’re going to have everybody doing it.”  - Via NYTimes

PlayMovil Project

 

PlayMovil Project se forma en el año del 2001 con la intención de hacer música que play y móvil componían en sus tardes libres..el primer trabajo que realizan como banda es la música para la exposición de arte “El color locura” del artista Xavier de Maria y Campos….mas adelante playmovil sigue trabajando en canciones y experimentando mas con la voz…esto da pie a concentrarse en grabar su primer material discográfico…

That's It, That's All - Brazilian Response

Brazilians responded favorably to That's It, That's All, which is cool considering there are no mountains to ride there. Just goes to show how many people are still drawn to the snowboard lifestyle.

Transcending cultural boundaries shows the sports elasticity....

Burton Chill Program 2008 - Salt Lake City

RideUtah.com rides along with the Burton Chill Program, a 6 week program to teach inner city and at-risk-youth how to snowboard at Brighton.

Targeting the Multicultural Youth Market Online

Marketing budgets are increasingly moving towards the online multicultural demographics. They have too in a challenging economic environment. One company already doing so is Microsoft.

Online, it's easier to measure which campaigns work with different ethnic groups, says Microsoft's director of multicultural marketing Jose Piñero. The Redmond (Wash.) software maker introduces diversity elements in its marketing one product group at a time. In 2005 only its Xbox, MSN, and retail teams had started multicultural components. Now it has 20 groups that do. The company expects that number to grow in 2009. "As more product groups begin to do multicultural marketing, online is a popular medium because it's so easy to track" what types of consumers they reach, Piñero says. - Via Businessweek

Action Sports Trend to Watch

Dave Molinari and Eric Diaz of Stomp Design were recently interviewed by Transworld Business and provided a great response of where they see things evolving in the action sports industry. It really speaks to what the future is going to hold in terms of market growth.

Diversity = Stability

It’s an ecological theory that the more diverse an ecosystem is, the more stable it is. The assumption is that the greater number and variety of plants and animals there are in a given food chain or habitiat, the more the ecosystem is able to successfully deal with change.

We at STOMP apply this to our personal lives and business. STOMP Design Inc. is a rider owned and operated company made up of diverse people who have diverse interests, influences, and hobbies that influence our products, the markets we penetrate, and the company as a whole. The more diverse our interests, hobbies, and business skills: the more happy and balanced we are as people.

Mister Cartoon Interview

Here's a great interview with Mister Cartoon...the guy has a lot of interesting projects in the works. Sneakers, movies, skateboards, etc. He's all overt the place, hustling and working hard.

Ruby Hill Rail Yard 2009 Press Release

For Immediate Release                                            
Wednesday, December 17, 2008  

CONTACT:    Jill McGranahan  720-913-0633 or 303-880-1827 (cell)
                     Jennifer deBerge (WP) 970-531-0248 (cell)

Ruby Hill Rail Yard Returns
Denver Parks and Recreation and Winter Park Resort team up again
to bring winter sports to the City

DENVER – Returning for its third year, Ruby Hill Rail Yard brings the excitement and energy of skiing and snowboarding to Denver with a one-of-its-kind ski and ride urban rail yard.

Scheduled to open on January 17, 2009, Ruby Hill Rail Yard will feature six rails of varying configurations and levels of advancement. Weather permitting, the rail yard will be open through the end of February 2009. To prepare the park for the rail yard, snowmaking equipment will pump out more than an acre of snow.

Opening day will feature demonstrations by Winter Park athletes, live music and guest appearances by KTCL 93.3, giveaways and free snowboard lessons for local youth interested in trying a new sport or fine tuning their already learned techniques.

New this year, Denver Parks and Recreation is teaming up with Christy Sports to provide Free ski and snowboard rental every Tuesday, Wednesday and Friday from 3:30 p.m. – 8 p.m. and every Saturday from noon – 8 p.m. Geared toward ages 8 – 16, youth who want to use equipment must have a parent present to complete a release and waiver. Forms will be kept on file at Ruby Hill throughout the entire railyard season, so only need to be completed once for each participant.

Returning for the second year is Jibbin’ for the Kids in partnership with Snowsport Outreach Society (SOS).  Every Tuesday and Wednesday from January 27 through the end of February, SOS and Denver Parks and Recreation’s outdoor recreation team will provide lessons to local teens.  Lighting and generators will be at the park every evening until 9 p.m., facilitating evening access for youth and parents who want to come with the children after work. 

Ruby Hill Park is located off of South Platte River Drive and West Florida Avenue. The Rail Yard will be open every day from 5 a.m. to 11 p.m.

Ruby Hill Rail Yard is made possible by the generous support of Winter Park Resort, Burton Snowboards, Christy Sports, Johnson Controls, S.O.S., 93.3 KTCL and Wahoo’s Fish Tacos.

For more information, call Denver 311 or visit the Web site www.denvergov.org/rubyhillrailyard.

Technology Trends Impacting the Youth Market in 2009

Curious to understand the emerging technology for next year? Check out the Top Seven Social Media, Online Marketing and Internet Trends for 2009.

All of these are going to be influential relationship builders with the multicultural youth market.