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DTC: ANICHSTRAßE STORE IS BACK ON AGAIN
Yes, you heard right, Burton Innsbruck Anichstraße Store is open again after these few weeks of being completely closed. For now, we welcome our customers to shop with new opening hours in place: Thurdays to Saturdays, 11 am to 6 pm. If you’re around and have your face mask with you, don't hesitate to stop by and say hi. Big thanks to the whole Store crew and our DTC team who worked hard to open Anichstraße again!
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GERMANY: SO FRESH AND SO CLEAN MUNICH STORE
Regardless of the prevalent situation, nature keeps on going: spring has arrived! And so has spring cleanings. Our diligent Munich Store crew spent a week and a half packing, unpacking, dusting and reorganizing their store and the end result is just radiant. SS20 collection is up and looking fresh, and the sunny atmosphere is welcoming both the customers and summer into the store. Kudos to the whole team, good job!
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PR: RECENT HIGHLIGHT
The French outdoor sports business magazine Outdoor Experts published a 2-page long interview with our Elysa Walk in their latest issue, discussing the topic of Burton’s company culture and how it promotes female leadership and empowerment. Outdoor Experts has circulation of 15.000 and their 1/1 ad price is 1.600€ – really valuable visibility for us! You can read the full article here.
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EVENTS: CHILL 2020
This year was the 12th time CHILL Austria was arranged in order to support and inspire youth to overcome challenges they are facing in life through board sports. We took 40 kids from five different organization to Axamer Lizum on three consecutive Saturdays to practice snowboarding and to enjoy the mountains and outdoors together with all the volunteers. It was once again a special honor to have Carlos as volunteer on board who took part in two of the weekends: he is one of the original CHILL kids from back in 2002 LA, and nowadays he wants to give back to the community by helping out as a volunteer – what a champ. All in all, this year’s CHILL was a great success with outstandingly enthusiastic and motivated group of people coming together. It was all about great vibes and the participants really enjoyed the 3-weekend experience, which culminated on a little race on the last day followed by a prize-giving. Thank you to all volunteers, snowboard instructors as well as sponsors – VVT, Baguette, KEIL, Axamer Lizum – who made this event happen, and special thanks to Michaela and Emanuel for the outstanding organization! Always a pleasure to CHILL with you.
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PR: RECENT HIGHLIGHT
The iconic Italian Vogue published a story together with a photo gallery of The Burton Mountain Mash 2020 in their online issue in February. Vogue.it has 1.7 million visitors each month, and a piece this big is priceless visibility for us. Nice one!
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EVENTS: BURTON QUALIFIERS AVORIAZ
The first European stop of Burton Qualifiers went down in Avoriaz, France on Saturday Feb 15 and it was a great success. The set up was rad: a plaza style creation at the bottom of the course with multiple options of rails to hit as well as 3 lines of features leading into it. After few warm-up rounds the real jam started with young riders of 15 years and under. They had an hour to convince the judges: former freeride world tour pro Margot Rozies, former Olympian in pipe Johann Baisamy, and our current team rider Jesse Augustinus from the Netherlands were all there to give props to the best tricks, styles and creativity. After the juniors’ division, all the riders and spectators were hungry for more, but also hungry for food and thirsty for beer. The local Ibex brewery was luckily there with beer on tap and burgers and hot dogs on the BBQ to feed all hungry mouths. After lunch, the Open division started their jam, and at the end of the day lucky winners of both slots were awarded. Massive thanks to Alice and the French crew for making this event a success. Chapeau!
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PR: PRESS DAY AT LAAX OPEN
It was the first time LAAX Open was leveraged as an external event for our own Burton Press Day, inviting Swiss media and influencers to join us in testing Step On and spending a fun day on the mountain. We arranged a bus bringing mainly Zurich-based media to LAAX, where they rode Step On with our team riders Seppl Ramsbacher and Roope Tonteri. Elysa joined the event in the afternoon to chat with the attendees, after doing a written interview with one of the journalists up front. Also, TK was showcasing Jake’s favorite boards and sharing stories about each of the snowboards with the media guests. Prototyping this event was a huge success: we managed to get more participants than ever to a Swiss-only PR event, and splitting costs with LAAX was beneficial for all sides, as LAAX was mentioned in most of the media coverage. Our focus was on inviting mainly female journalists/influencers, and use their outlets’ and own channels to multiply our Step On story. The vibe throughout the day was great and we’ve received a lot of amazing feedback and coverage.
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COMPANY: FASCHINGSDIENSTAG
Faschingsdienstag (Shrove Tuesday) is celebrated in Austria as the last day of carnival and the last day of “fat eating” before the fasting period of Lent. It was celebrated on February 25th this year so everyone was invited to come to the office in their carnival costume on Tuesday. We had a Weißwurst-breakfast-party, Krapfen (Donuts) and “best-dressed” prize giving for the best dressed individual, best dressed team and the best dressed Burton dog.
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EVENTS: PORRIDGE CLUB
After painfully watching other colleagues make their morning porridge using the microwave, our very own inhouse Brit, Tim, decided it was time to teach us all the proper Scottish breakie ways! On the 22nd Jan 2020 ‘Porridge club’ was born.
We arrived to an assortment of chopped fruits, golden syrup, an informative speech about the uses of the ‘spurtle’ and maybe most surprisingly a bottle of Whiskey! Whilst some of the more senior members of the team decided to pour each attendee a taster of the Whiskey, both Tim and Sofia told us the real secret of a Scottish breakfast. Whiskey is added to the porridge for that extra flavour and extra warmth needed in these wintery months. Who would have thought it?!
All in all everyone agreed that it was delicious and the day definitely started off a lot more merry 😉 A huge thanks for Tim for organising, cooking and educating the rest of us. Here’s what we learnt.
What do you stir Porridge with?
A wooden stirring stick used for making Porridge. Dating back to the 15th century the Spurtle started out life as a spatula-like utensil, used for flipping oatcakes on a griddle.
Why do Scots put salt in Porridge?
These seabirds were inherently very salty. So that would be a flavouring of the sea, because porridge always needs a little bit of salt to bring out the flavour."
Can porridge help you shred harder?
Porridge has the proportion of protein needed for repair and growth in the body and boosts the immune system. It's also rich in soluble fibre and the slow-releasing carbohydrates in oats sustain energy levels. So yes! More energy, more laps!
Is Whiskey a good idea before work?
Oh Definitely!
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PR: RECENT HIGHLIGHT
On January 20, the highly important German daily newspaper Frankfurter Allgemeine Zeitung published a thorough, super long article on their website about testing splitboarding with the Burton Family Tree Flight Attendant X, and the piece is just excellent. It’s an honest and very explanatory article on how splitboarding works, and the writer has clearly enjoyed testing the Burton gear. There is even a video integrated explaining how the board should be set-up for splitboarding. Faz.net has almost 29 million visitors each month, and a story this long about our product is priceless. Whoop!
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RIDE ON JAKE
After receiving the devastating news of Jake, Burton Europe wanted to pay a tribute to him and organized a beautiful ceremony to celebrate his life and legacy. On December 6, we all gathered up on top of Innsbruck’s home mountain Nordkette to share stories and hear speeches by his long-time companion Hermann Kapferer, former Landeshauptmann and former major of Innsbruck Herwig van Staa, and team rider and Olympic gold medalist Anna Gasser, in the most beautiful sunset, under a clear sky. Many friends of Jake’s paid their visits, and the atmosphere during the event was calm and comforting. It was nice to all get together, to feel the sense of community Jake created, and to share stories and memories.
Thank you for everything. Ride on, Jake.
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COMPANY: CHRISTMAS CELEBRATION
This year, our Christmas party was different than in the past, very different. We got together on December 6, just after we all attended the Memorial for Jake at Nordkette. It was a day filled with every emotion you can imagine. The strongest one, the one that stuck in our minds way beyond the actual day, was a sense of community, of us all being in this together. We are all here because we love snowboarding, we love the outdoors, and we love Burton. That’s what we celebrated during this year’s Christmas party. Thank you for everything, Jake.
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PR: RECENT HIGHLIGHTS
Burton has been getting some good media hits lately, check out the recent highlights below.
Donna has been giving some great interviews this autumn; the German daily newspaper Frankfurter Rundschau published a 1,5-page-long piece in their weekend issue with a boss photo of Donna and a title “Wir waren die Rebellen” – We were the rebels. The newspaper has circulation of 171.475 and their 1/1 Ad Price is 40.930€. In addition to that, the interview was also published on their online site, checked out by over 8 million monthly visitors. Golden.
Additionally, Donna also gave an interview to the British magazine Courier about Burton’s company culture and how it has changed during the years. This cool piece is titled “How Donna Carpenter transformed Burton’s Bro Culture”, and the magazine has a circulation of 80.000 with a 1/1 Ad Price of 4.200€. Radical.
And one example of product highlights: Italian Io Donna featured the Deep Thinker in their Christmas Gift Guide. This outlet has over one million monthly visitors – pretty sure the board will be sold out soon!
Further, it is needless to say that media all over Europe noticed the heartbreaking news of Jake passing. Many touching, beautiful articles have been published about how people are feeling forever grateful for Jake pioneering the sport, and how he’s affected people’s lives in so many ways. Tremendous amounts of people have been sharing their stories and feelings about Jake, and no doubt he will live forever in the minds and hearts of us all. Please see below a few, selected pieces remembering him by.
Pleasure Mag – JAKE BURTON: GOODBYE TO A GREAT YOUNG MAN
Bild – Ride in Peace, Mr. Snowboard
The Times – Jake Burton Carpenter obituary
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COMPANY: EU HQ HOUSE-WARMING PARTY
After months of renovation work at our European Headquarters and a lot of sweat and tears, it was finally time to open up the doors to our friends and family and have a proper house-warming party. Starting already early on Friday, November 15, there were fun things happening at the headquarters, starting with a treasure hunt for kids and a Riglet, to office-tours and a live music show by Pat Burgener. As people started to get hungry, Futterkutter opened up their under-the-staircase-food-corner, offering a delicious variety of snacks, and upstairs at the coffee machine there was a home-made cake buffet provided by a bunch of volunteers who were kind enough to bake some sweets for all of us (thank you all very much, the added kilos were totally worth it). The entire evening was a blast, everyone was glad to show the facelifted building to their family and friends and to just enjoy the night. Big thanks to the organizers Michi, Isabella and Julia!
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ITALY: NEW SHOWROOM OPENED
In mid-October, Burton Italia opened up their new showroom in Milan and invited all their friends to a house-warming party. The space was renovated completely with sustainable materials, following Burton’s values. Stakeholders from all around were invited to the party, from top retailers to colleagues from Burton Europe, to collaborators to friends and families. Pietro (who also celebrated his 50. Birthday, 30 years with Burton and 20 years of being married) gave a speech about his experiences working for Burton, and Donna, Jake and Hermann as well as few athletes, shared their stories with everyone too. The event turned out to be a happy gathering of all the Burton Italy’s friends and family, and all in all a great evening. Congrats again on the new showroom Team Italy, and cheers to you, Pietro!
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RETAIL: BURTON VERBIER STORE IS OPEN
On December 5 the new, awesome Burton Store Verbier was “soft-opened”. This great addition to our stores in Europe is located in the freerider’s paradise in the French-speaking western part of Switzerland. The Store has over 200 square meters, and it includes a showroom, storage space and even a dedicated area for a local snowboard school. Congrats to everyone who made all of this happen; we can’t wait for the Grand Opening Party in January!
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ITALY: SEASON OPENING PARTY
On November 21, Burton Italy organized a Season Opening Party at the Burton Milano Store. The event started in the afternoon with a Riglet for kiddos in front of the Store and continued until 9 in the evening with many guests of all ages. The Gipsy Bigfood truck was serving tasty burgers and fries, and the overall vibe was relaxed and pleasant with music playing and people mingling and having drinks. The news of Jake’s passing had reached everyone during the same afternoon, and a part of the Season Opening night was dedicated to him. Pietro gave a touching speech and a clip of Jake was shown on the screens of the Store. Overall the night was a success, creating awareness around Burton and attracting interested people to the Store. Well done Team Italy!
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