Westbound Boarder

There is a cool piece in the Economists’s new Game Theory blog (really cool blog, btw; definitely a must check out) today discussing the new film “Art of Flight.” The article points to the larger macro economic trend that these types of films have the potential to market a unique subset of brands to a hypertargeted audience. The author points out that extreme sports are the only type of sport where athletes’ reputations are based not only on the podium finishes they win, but even more so on the films they’re featured in, which is one of the things that makes snowboarding truly unique. As such, sponsors are jumping all over the opportunity to lend valuable marketing dollars to the filmmakers in efforts to connect with this hypertargeted audience who have money waiting to be spent.

Obviously, contextual advertising in films is part of any smart brand’s marketing strategy, but I’m wondering… does seeing a Red Bull logo portrayed in a snowboard film make you want to go out and immediately drink a Red Bull? I think I know the answer, but I’m curious to hear your thoughts.

Today I learned that Charlie Sperr of legendary, “Charlie’s Mountain View” restaurant and bar in beautiful Government Camp Oregon passed away in his sleep over the weekend. I had the very good fortune of sitting down with Charlie for about an hour this spring and found him to be a really open, engaging and an interesting part of our mountain heritage.

Charlie first came up to the mountain when he was 10 years old and spent a lot of his time both fishing and skiing. During WWII, he spent 4 years, 11 months and 6 days (he made sure to point out) primarily in the South Pacific. When he told me of his time in the war he got that far away look in his eyes that I’ve seen before when the old vets are telling of their time fighting overseas. After WWII, he went to OSU and was later drafted to fight in the Korean War. He had just bought a house, had a baby and was sent to California to become a transportation officer. He wound up managing the mail which he didn’t like very much and signed up for Naval training instead. From there Charlie went into psychological warfare training at Georgetown University. In the summer of 1951 he was sent to Voice of America and was shipped out to Idaho. This proved to be the perfect location for Charlie as he skied every weekend and even taught some too. Up until recently, Charlie had been to Sun Valley every year for 58 years straight!

Charlie opened the Mountain View on June 19, 1977. After speaking with Charlie, I was amazed by his memory and retention of every little detail. He opened the Ratskeller in 1963 and had the Ratskeller West in Cannon Beach back in 1969. Additionally he had the Inn Between both at the beach and in Government Camp. Last but not least, Charlie had the Tyee Valley Saloon, the Thunderhead and snow removal for the town. Quite the entrepreneur to the say the least!

In 1983 Charlie invested roughly $100K to build the infrastructure required to provide cable television in Government Camp. Charlie Vision as it is affectionately known to the locals. When asked if it made any money, Charlie sort of leaned back in his chair, smiled and said,”no, not really”. One of the more interesting aspects of Charlie Vision is the live camera trained down upon the town. In the winter, few things are quite as pleasant as curling up next to the woodstove; listening to Charlie’s classical music and watching folks stroll around in the snow.

Stepping into the dimly lit bar is a little like stepping into the un-official museum of the mountain. There are so many memories in that place you can almost still hear the revelry even when the place is quiet. In addition to live music, great libations and dancing till the wee hours, Charlie’s has also hosted a few different ski clubs and associations. Every year, usually in November there is a “Pray for Snow” party the Schnee Vogeli Ski Club hosts. In February, the Skiyiente Ski Club throw s a King Winter party in which one lucky (or unlucky depending on who you talk to) individual is crowned King Winter for the year. All the prior King’s photos are placed up on the wall and its great fun to go back in time and see the entire former King’s! You might just see someone’s Dad or Grandfather up there!

So, there you have it. A little history lesson on one of Government Camp’s founding Fathers. If you’re ever in Guvvy as we locals call it, take some time and stop in to pay homage to the best bar in town!

R.I.P. Charlie – You will be missed!

Since the beginning of Snowboarding there has been groups, cliques, filming crews, etc. One of the most well known crews has been Mack Dawg Productions, aka MDP. Led by founder and originator Brad Kramer, MDP has been documenting snowboarding and skateboarding progression and it’s ambassadors for twenty years. With the pioneer likes of JP Walker, Devun Walsh, Jaime Lynn, Chris Roach, MDP has been paving the way for what many of the “young guns” are doing in webisodes today. While these legends are still killing it all over the place, things do change, evolve, and progress.

Three years ago, MDP embarked on a new endeavor by creating a subdivision of it’s style with the “PEOPLE” Crew. With the first release, “We’re people too,” the film consisted of some legends, speckled with some snowboarding new comers. A lot of the industry’s “King Pins” gave the people crew a hard time at first, for their tight clothes and so-called emo music, but at the end of the day (or season) they all ride together and share the passion that is the shred.

When MDP released it’s final flick” Double Decade”, it marked it’s 20th year dedicated to the monumental contribution of the sport. The People Crew, being established three years prior, has had several different athletes and rookies with a slight twist on the original MDP style. This, in my opinion, was all a game plan for what it has evolved into now. After “Double Decade” and “Down with People” were released for the 08/09 season, Brad Kramer hung up his MDP lens and went on to film for Burton, leaving his protege to carry on the legacy. Some might think of it as a sell out move, but I think of it as an individual furthering his accomplishments as an originator.

Now MDP showcases many Burton riders year after year. Jeremy Jones, Jussi Oksanen, Heikki Sorsa, etc. Ironically, when Kramer made his power move, Jeremy Jones was one of the last to join the official People Crew. Of course, he didn’t really need to be in both People and MDP movies when they were both putting out films each year, but now he is one of the headliners, with JP, Joe Sexton etc.

I like the People Crew because they have brought a new and an established style to the scene. Even though half of the riders that were in the first and second release are not officially members now, they made a name for themselves. And “TPC” still promises to please. 09/10′s “Nice Try” was the most anticipated movies of the year to me. Riders like Seth Huot and Jon Kooley had sick parts, and some new to the crew riders had impressive parts as well. Austrailian ripper Robbie Walker had the sickest run by a rookie I have ever seen, throwing huge 10′s and a gigantic seven while holding the camera! Its a must see.

With my love elvoling for this “Crew” I am excited to see Joe Sexton, Simon Chambelen, and Zack Marben bring it for years to come. Also excited to see the new and stylish talent, and creative I must add! I think all the best and different styles of riders will dominate in next year’s production! Between the urban rails and wall rides to the back country powder booters, there is a part for every shred head to admire with the variety of talent People harbor!