Jan 03, 2018 | By Sandra Halliday
Oct 23, 2009
Work hard, play harder…. this concept is a universal understanding over at Burton Snowboards. That being said, it’s no surprise the 32-year old brand recently kicked off the upcoming snowboard season, by holding a multi-location screening/party in NYC to premier its new flick “The B”.
Take One: Burton’s flagship store where pro-shredders Shaun White, Jussi Oksanen, Kelly Clark and Mads Jonsson signed autographs, sipped cocktails and mingled with fans.
Take Two: Tribeca Theaters. While running across Canal Street, we realized there was a line around the block. Yes, around the block, zigzagging into some questionable New York City alleyway. Finally, once inside, everyone nestled into their seats with eyes wide open. The Burton crew – under the direction of mastermind park builder Chris “Gunny” Gunnarson- transformed an entire mound of snow into a larger than life sized lettered “B” – which riders used it as a jibbing and launch pad (this is the actual shot from the film, pardon the blur).
Take Three: Of course Burton threw an after party – no questions asked there. Its location was at Broadway East on the Lower East Side. A dual-level dimly lit lounge where Burton’s resident DJ, A-Dog, kept the vibe upbeat while guests raised their glasses and celebrated. It seemed like everyone came out to support the film: Top retailers, Burton friends like Trevor Andrew and Bruno Musso, staff photographer Dean “Blotto” Gray and Burton’s New York Metro territory head sales rep Chris Bernard along with his entire team. Major props go out to Liam Griffin, Burton’s master magician, who put everything together. (Don’t know how he pulls it off year after year?) Till next time and pray for snow!
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