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AWARDS

GROWTH AND LEADERSHIP AWARD Let’s grow the sport together!

When it snows, where it snows and how much snow has
BY KELLY PAWLAK, NSAA PRESIDENT
fallen. SnoCountry has been promoting your resort’s snow
his year, NSAA and SnoCountry presented the inaugural The Burton Learn to Ride program started in 1998 with a
TGrowth and Leadership Award at the National Convention focus on getting more people on snow. Today, the program is conditions for 50 years through radio, television and
in San Diego. This award is the outcome of our newly-formed in use at 190 resorts. While implementing in-school programs
Growth Committee. The Growth Committee acknowledged is challenging, the company has found success with its Burton thousands of digital channels.
the continued importance of the Conversion Cup, and wanted Riglet PE program, taking it to over 150 schools worldwide,
a way to recognize others who are doing their part to grow the with over 135 participating in a recurring program. Burton has
sport but not necessarily by meeting standard conversion met- also partnered with a program called Gone Boarding. This pro-
ric criteria. The Growth and Leadership Award can be awarded gram teaches high school-aged students to design, construct,
to any NSAA member—ski area, supplier, affiliated or associate. and learn to ride all types of boards. These high schoolers also Is your resort reporting daily to SnoCountry.com?
The award does not require that you achieve a certain metric to help with the Riglet PE classes and later go with the younger
win. Rather, it recognizes those who take the lead, showing lead- kids to an on-snow learning experience at a local ski area. We’re here to spread your message.
ership and innovation in an effort to grow our sport. In 1995, Burton founded the Chill program, designed
NSAA and SnoCountry would like to congratulate Burton to provide children who may not have the opportunity the
Snowboards for winning the inaugural Growth and Leadership chance to try boardsports. Burton works with social service SnoCountry:
Award. In this article, we’ll highlight their efforts, along with the agencies, mental health agencies, foster care programs, juve-
efforts of the other finalists. nile justice programs, and schools to select youth partici- • 50 years strong
pants. Everything is provided to the youth at no cost. Burton
Growth and Leadership Awards believes that a child’s current situation doesn’t have to define • Provides snow conditions to more than 4,000 media affiliates

SPONSORED BY SNOCOUNTRY them or determine their path in life; Chill helps kids to real- • Broadcasts snow reports to more than 500 stations
ize alternatives beyond the struggles they are dealing with.
Inaugural Winner Since its inception, Burton’s Chill program has helped over • Offers digital content and marketing opportunities to more
25,000 children learn to ride. than 170,000 email subscribers
Equally integral to the Burton culture and legacy is Donna
Carpenter, the company’s CEO. She is responsible for pushing • Supports national Learn-To Ski/Ride programs and efforts to
for gender equality at Burton and beyond. The Burton U.S. grow participation
Open has always awarded equal prize money to women and
men, and Burton sponsors pros like Kelly Clark, who inspire
young women around the world. Burton is the inventor of Proud Sponsor of the 2019 NSAA Growth Award.
Park Affair, a snowboard camp for women, by women.
What does this have to do with growing the sport?
Everything. The next generation of skiers, riders and consum-
Congratulations to Burton Snowboards for
ers demand that the companies they support be authentic, Congratulations to
be advocates, and be transparent—all qualities that Burton winning the 2019 NSAA Growth Award!
winning the 2019 NSAA
embodies. They are leaders in being willing to share their
vision and stand up for what they believe in.
Michael Colbourn, President of SnoCountry, and Jeff Boliba, Vice President Innovation is a clear path to growing the sport, but not
Global Resorts at Burton
all dare to drive that path like Burton. They are not afraid Jeff Boliba, Vice President of
Burton Snowboards to do their own thing, take a stand and invest in meaningful Global Resorts accepted the
award on behalf of Burton at the
Burton has been breaking barriers since their inception, and programs and initiatives, one after another, that are growing 2019 NSAA Annual Conference &
that spirit of leadership and innovation continues today. In the the sport through innovation, fun and a brand that connects Trade Show, San Diego, California.
beginning, Jake Burton Carpenter was convincing ski areas just deeply with its customers.
to allow snowboards—and now we cannot imagine our indus- For their decades of accomplishments and continued
try without snowboarding, and the impact it has left on mil- innovation in growing winter sports, NSAA and SnoCountry
lions of people. From the U.S. Open to Riglet, Burton has are proud to honor Burton Snowboards with the first-ever
pushed winter sports forward one innovation after the next. Growth and Leadership Award.
For more information, please contact:
For more information, please contact:
Rob Werner — rob.werner@snocountry.org
Rob Werner — rob.werner@snocountry.org
Rob Chandler — rob.chandler@snocountry.org
Rob Chandler — rob.chandler@snocountry.org
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