Liza Tagliati from Boarding for Breast Cancer connected with us to talk about how B4BC started and how it evolved to where it is today. With a lot of other non-profits are trying to look to action sports as a way to reach the youth market, how can B4BC remain unique and impactful to youth? Has it been too diluted or is it still a viable area? Check out a few excerpts from the podcast below, and listen to the full thing for even more info on Boarding for Breast Cancer, and how just slapping a pink ribbon on something doesn't necessarily mean anything these days.
M - How as B4BC transformed since 1996?
In 1996, B4BC was started as a snowboard and music festival. The intent was to be this year-round educational outreach, it was more meant to be one “big bang” of all the things they could pull together. It was such a hit when they did it, that it became an annual thing. Lisa Hudson, Kathleeen Gasperini, Shannon Dunn, and Tina Basich were part of the original founding crew and they realized they had something real and wanted to make it bigger. That’s when we started getting involved in other events and really expanded the outreach. <Podcast 1:20>
M – How did you pull off building a youth facing brand around a topic that is so off-putting to them? There are a lot of brands that spend millions of dollars each year to try to do what B4BC has done.
I wish I could take credit, but I think they did an incredible job of making that transition. What really made a difference at that time was that the industry was so young and it was all of their best friends who were running all the other brands that they partnered with. I think that because the organization had so much heart, it really resonated with people in a way that made them want to get involved. This was such an important issue that touched so many people, that it was easy for them to make connections with those brands and get incorporated into different campaigns. Then other brands started coming to them to partner on product to benefit B4BC. I think that really helped elevate it at that time. <Podcast 6:30>
M – What makes B4BC’s connection to youth culture unique against all the other youth-oriented non-profits? There are a lot of breast cancer non-profits these days.
I think there are a lot of things that make us unique, youth culture being one of them. Breast cancer awareness and research is a massive industry, but unfortunately not as many organizations are talking to young people that are not only effected by getting breast cancer at a young age, but very effected by people they know getting cancer. They are really drawn to that outlet. The fact that we live in their space by being onsite at all the events, you see that instant connection with them. There are a significant number of people who are drawn to the booth because they have that connection, but no one has presented it in that way where they’ve felt comfortable talking. People really resonate with that. It gives them an outlet to further explore how they feel about it or want to act on it. <Podcast 8:45>
M – How did you go about choosing a pathway, that for so many, could seem daunting?
I do think it was kind of a unique path that I set out on. But I’ve always loved action sports. I’ve always been a snowboarder and a wakeboarder, these are things I grew up with and identified more than anything and things I didn’t necessarily know would lead to my career path. In college, I studied pre-med, I was planning to go to med school or physical therapy school, but I was so burnt out by the end of college that I decided I needed a year off to do what I wanted. I moved to Tahoe with a few of my close friends, I was teaching snowboarding, a snowboard patroller, just taking a step back and doing what I loved before what I considered was going into the “real world”. While I was up there, I started seeing that this lifestyle I was living and loving could turn into a career for me.
One of the events I saw was Boarding for Breast Cancer’s Shred the Love event at Sugarbowl, where I was working. I absolutely loved everything they were doing. It was this really cool feeling of feeling so attached to a non-profit that was in this industry, doing something that made an impact, with such a good cause behind it. At the same time, it was in this world I was living in. A little later, I moved back to LA and immediately reached out to them and wanted to get involved. I started volunteering and eventually it kind of grew into the position I am in now. <Podcast 15:30>
M – What’s the biggest challenge you face as a female in a male-dominated industry?
There are always challenges working in such a male-dominated industry, but I feel I am extremely lucky in the work environment we have created. Our organization is very female-focused and female driven. Although it is a male-dominated industry, a lot of individuals see us for what we are and try to elevate us. On more of a personal level, it’s harder, but I was lucky doing to participate tin action sports with my family. I see a lot of my female peers who never really had that opportunity and don’t think of action sports as an option to them. That’s challenging to see to other women feel like they don’t have the same opportunity. That’s an ongoing problem, but I feel like a lot of companies are making huge strides. B4BC works with young girls to help give them that entryway. We try to reach out to that demographic. It’s not only the lifestyle, but that passion for action sports, that really resonates over a lifetime. <Podcast 22:45>
In a world full of non-profits, it can be hard to stand out, but Boarding for Breast Cancer stays the course and delivers valuable information to people who need it most. To find out more info or to get involved, head to b4bc.org
We were fortunate and honored to be able to work with Susie Floros from Snowboard Mag on their <a href="http://snowboardmag.com/videos/jamie-lynn-and-the-art-of-living">video interview </a>with snowboard legend and local hero, Jamie Lynn, for Snowboard Magazine Issue 11.4. Jake G. and Jake H. were able to spend a day with both Susie and Jamie at his home in Auburn, WA, run to Home Depot to pick up art supplies, riff on some of his many guitars, skate his personal ramp, and get to know him a little better. While ours was just a small part in the final video, the contributing footage, and of course Jamie made this one of the better interviews we’ve ever seen. Check out the video and see if you can spot us.
John Logic built a life and lifestyle our 14-year-old selves could have only dreamt of. From a career as a radio disc jockey and opening Seattle’s first snowboard shop, Snowboard Connection, to uniting a community, John helped pioneer an industry that many thought and hoped was just a phase. For those of you who were out of diapers in 1990, you will know that there weren’t a lot of snowboard shops then, and starting a career in the snowboard industry was more akin to setting off to prospect for gold than a job change. There is a cliché saying that with big risk comes big reward, and in John’s case it came true in so many ways. It’s trailblazers like John who really show us that anything is possible, and if someone tells you that it’s not, you should do everything in your power to follow your heart, your 40-year-old self will thank you later.
We recently sat down with John over a beer and burger, and if you’ve never met John, remember he was once a radio disc jockey. Imagine the most articulate, booming, interesting ramble you could ever bear witness to. That pretty much described our two-hour meal with John. Coming in with a script and an outline was futile; his stories were full and plenty. Starting at the very beginning, we were able to carve our way through to when doors just opened for Snowboard Connection and the leaps of faith he made in the process. We suspect that this is just the beginning of an epic saga.
We’ve selectively pulled out a few of our favorite anecdotes from our conversation in case you don’t have time to listen to the entire podcast.
On Meeting Craig Kelly in an Elevator
In 1992, John went to the World Snowboarding Championships in Breckenridge, CO, where a chance encounter in an elevator spurred his action to open a new store, a thousand miles away.
‘I was in the hotel lobby and I got in the elevator with Craig Kelly. I knew who he was and I recognized him. It was just he and I in this elevator, and I just had to say, “I want open a snowboard shop. Where do you think I should open a shop?”
And Craig thinks for just a second and says, “I think Seattle would be a good place. They could use a good snowboard shop.”
He got out at his floor and I went down to the lobby, went to a payphone, called my girlfriend Lisa and said, “I just met Craig Kelly and we’re moving to Seattle. We’re going to open a store in Seattle.”’ <Podcast 5:10 – 6:00>
On Working in Radio
Before ever opening a snowboard shop, John worked in radio. After heading up to interview for a job in Medford, OR, he learned a thing about his life’s priorities.
‘I was bouncing around, trying to find radio work. I kept going up to San Francisco to try to get on LIVE 105. I was doing these different shifts and trying out these different comedy shows. At the point I decided to move and open a store, I was actually called by some friends who were working at a radio station in Medford, OR—KBOY. K-boy. “Bring the boy to work with you. Noontime specials.”
They were like, “Come on up and work at this radio station with us.”
It was two guys that I worked with in LA, Wild Bill Scott and a guy named Brian…oh and a really crazy guy that was like a “Shock Jock”, but he was kind of psycho. So I drove up to Medford, OR, and brought my snowboard along the way. I stopped at Shasta and snowboarded there, made it to Medford. They wanted me to be the News Director. They introduced me to the news director they were going to fire—who didn’t know he was getting fired. They told him I was just there to do some weekend work. He seemed like a nice enough guy…had a wife and two kids. He was making $5 an hour and they were going to pay me $6 an hour.
I had cruised around Medford a bit before I got there, so I said, “Why don’t you just give that guy $6 an hour? I think I should just keep driving.”
They were like, “Oh…okay. Well…can you work this weekend?” So I worked three shifts in exchange for lift tickets to Mt. Ashland.’ <Podcast 11:45 – 14:10>
On His First Time Attending the Las Vegas SIA Tradeshow
Long before everyone had cell phones, you had to trust that they’d remember their promises. After driving hundreds of miles to attend the SIA snowsports tradeshow in Las Vegas, John had to hope that an offer proposed days before still stood.
‘“Meet me in Las Vegas, there’s a show called SIA. Meet me in the parking lot of the Sands Theater.” So I drove to Reno, saw a radio friend there, he had tickets to some mountain and we did a day of snowboarding. Then I drove straight to Vegas and drove to the Sands parking lot, and just sat on the hood of my car and waited for Marshall to pull up, then walked around the show with him. That was March of 1990. We walked around and he introduced me to people. He was like, “This is John, and he’s going to open a store for me.
I’d be like, “Ya, that’s right. I’m gonna open a store for him…somewhere…maybe.”’ <Podcast 14:45 – 16:30>
Full of interesting and funny stories, getting a chance to talk to John Logic is always a treat. Be sure to listen to the entire podcast for even more stories about sleeping at the YMCA and how John and his grandpa slept on stacks of plywood during the build out of the first Snowboard Connection.
Listen to the full podcast:
PSC was in Los Angeles for a 2 day press event with Royal Enfield for the debut of their Continental GT motorcycle. Was incredible to meet the crew from India, CEO Siddartha Lal who were all out for the event. We shot photo and video of their launch party in Culver City at The Smogshoppe as well for the ride event with press right outside of the city near Temecula, California. …. coming soon!
Check out Graham Hiemstra’s article on Coolhunting.com.
This was another one of those “pinch yourself” moments. Getting to work with brands that you love and respect and not to mention an icon that you have mad respect for is such a surreal thing. We got a chance to film the launch party for Skullcandy’s “Koston” headphones at evo in Seattle, Washington. They opened the indoor skatepark that is nestled under evo for the event, and that was followed by a private party in the shop… drinks, food, cameo by Steve Aoki, it was a good time. Check out the piece that our film crew (Jake G./ John M.) put together!
We, yet again, had a blast working with the EVO crew on this piece for Burton. We were able to edit some awesome footage, courtesy of Burton, to highlight two great brands. Ride hard!