Articles
. . . our 2004 featurette on the alpine crisis . . .
Is that like snowboarding? Someone
On perfect snow, it's just as much fun as powder. Mark Fawcett
Riding. Riding. Riding. Sigi Grabner
Snowboarding has seen some ups and downs over the years ...
In the 80s Jake Burton Carpenter allowed people to get into it by convincing US resorts that snowboarding is more than a short-term flake bringing chaos to the slopes. Also in the 80s Tom Sims introduced the half pipe contest and freestyle became popular too.
Whereas softboot riding took over the US scene in the 90s the glory days of snowboarding in Europe went on including comfortable hardboots and alpine boards for all conditions and every budget.
Occasional conflicts with skiers scared to lose their touch made way to good natured arguments among riders usually either dedicated to getting laid on the slope freecarving or ripping the half pipe.
Since versatile freecarveboards were good for both radical carving and riding powder everybody met in powder anyway and in case it wasn't dumping everybody was stoked either freecarving or doing freestyle tricks.
So what made alpine riding a niche market all over the world?
Did the industry want alpine to die because softboot setups allowed for higher markups?
Will there be a wide range of alpine snowboarding gear available in stores again in the future?
Who cares about riders that don't get into freestyle tricks enough to get a great feeling out of that?
Will freestyle only for everyone marketing constitute good customer service in the future?
What should snowboarding be all about?
Well if anyone knows it's riders and the industry so this page is for presenting statements and facts about snowboarding.
Contact us with your opinion.
We have also contacted [in fall of 2004 and the statements are from around that time] a couple of companies just asking them for a general statement and/or to answer a few questions about alpine snowboarding from their perspective.
Thanks for all statements so far and stoked.at appreciates statements without regard to their length anytime!
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BURTON (EUROPE)
[since it is 2008 by now it seems they forgot to send the assured statement to us]
BURTON (USA)
Thanks for your email. We actually sell all of our alpine equipment through Chris Klug's site klugriding.com. Probably the best place to email for this info would be
sales@chrisklug.com
Burton Rider Service
1-800-881-3138 1-800-881-3138
M-F 8-6 EST
www.burton.com
CHRIS KLUG
Thanks a lot for your message and for your efforts to help promote and grow alpine snowboarding and carving! I've been doing it for twenty plus years and love it! I'm in the process of finishing new eComm site www.klugriding.com. We are redesigning the site and updating with new inventory. I hope to have it up and running in the weeks ahead. We will have new 2005 boards and bindings available soon. Next year we will have new 2006 Burton Race Boards! Thanks for your support! Best of luck! Hope you have a great winter! I will be headed over to Austria in October for training and for the first World Cup of the season!
CK
SIGI GRABNER
Quotes from his book "Boarder zwischen den Welten" 2003 Sigi Grabner & Egon Theiner / Steirische Verlagsgesellschaft ISBN 3-900323-66-6 (Foto: Hunziker)
Das Burton-Team war ein Werksteam der Snowboardfirma Burton. Jake Burton Carpenter hatte 1977 seine Firma gegründet, er produzierte die ersten Snowboards. Es waren die Ur-Boards, entweder einfache Holzboards mit aufgeschraubten Gummischlaufen, oder Plastik- oder Holzboards mit rauer Oberfläche oder Gummioberfläche und Halteleine. Erst später baute er Boards mit richtigen Bindungen und Stahlkanten. Der Aufstieg endete an der Spitze: Burton beherrschte in den 80er und 90er Jahren den Snowboard-Markt. Heute ist Burton Snowboards eine der führenden Snowboard-Marken und ein Weltkonzern.
1997 begannen die Verantwortlichen des amerikanischen Unternehmens langsam aber sicher, den Geldhahn für das Burton Alpine Team zuzudrehen. "Alpine is dead", hieß es, und das war natürlich überaus motivierend für einen Alpin-Boarder, noch dazu, wo in der Szene der Satz umging: Was Burton sagt, sagen alle anderen auch. Illusionen über unsere Zukunft machten wir Alpinboarder uns nach solchen Aussagen keine mehr. [...]
Ich meine die Gründe dafür sind rein wirtschaftlicher Natur. Einerseits entwickelte sich das Freestyle-Snowboarden zum Modesport, oder wurde zum Modesport hochstilisiert. Und mit dem, was in Mode ist, lässt sich leicht Geld machen. Im gleichen Zug wurde das Alpin-Boarden mit Race-Boarden in einen Topf geworfen. Boards für Normal-Fahrer wurden kaum mehr produzuiert. Und Burtons Marketing-Leute stellten gleichzeitig das Alpin-Boarden öffentlich als uncool hin. Es wurde sogar in den eigenen Katalogen verarscht.
Es war sicher auch eine reine Kostenfrage: Ein Freestyle-Brett kostet in der Entwicklung und Produktion deutlich weniger als ein Alpin-Board, ist aber im Verkauf gleich teuer. Ein Freestyle-Schuh, in Taiwan genäht, kann da schon eine Gewinn von über 200 Euro bringen, ein gespritzter Hartschalenschuh für den Alpin-Boarder gerade einmal einen Bruchteil davon. Forciert wurde das, wo die Gewinnspanne größer ist. IMHO in my humble opinion.
[...] Als die Trennung vollzogen war, fühlte ich mich erleichtert. Eine lange Beziehung war zu Ende gegangen, mit vielen schönen Jahren und einem Donnerwetter zum Schluß. Mit Jake Burton selbst war echt gut Stimmung zu machen, seine Manager der zweiten Generation hatten aber nicht den Sport im Kopf, sondern Zahlen. Ich glaube, dass dies im Sportgeschehen nicht alles ist und ich war erleichtert, als es vorbei war. [...]
Es bräuchte zwei oder drei Firmen, die sich in dieser Nische engagieren, Videos produzieren, Werbungen schalten. Momentan gibt es kein Universal-Alpin-Board, mit dem man genauso gut auf der Piste wie im Tiefschnee fahren kann. Genau solche Boards aber wären für den Normalfahrer das Beste. [...]
Ich bin mir sicher, dass die Industrie, sofern sie will, Alpin-Boarden so cool darstellen könnte wie alles andere. Alpin-Boarden hat derzeit kein Marketing.
[Sigi hat diese sache mittlerweile auch selbst in die hand genommen und eigene snowboards entwickelt SG Snowboards]
BOMBER (USA)
Question: Why did the demand for alpine equipment drop?
Actually, I will go on record and say (at least for the US) the scene did not actually drop as much as it stopped growing or rather stagnated on growth. This started in about the late 90's as the snowboard companies started going through huge consolidations and everyone started really pushing the "freestyle" scene as that was where the money was and still is.
Question: What developments in detail made you rethink your range of equipment and marketing?
The key for us for growth in the hardboot market was simply to make the gear available. In 1999 we started www.bomberonline.com for two reasons; get all the carvers together in a digital domain and to make the gear available. Once we started a store that offered everything the hardboot needed (previously all we did was make a plate binding) then we started seeing the sport grow again. And then of course the internet allowed all the hardboot to chat with each other and that created even more interest.
Question: How do you see the future of alpine snowboarding and with relation to that what is your general outlook regarding your range of equipment and marketing?
The good news is alpine snowboarding is growing, as we have seen steady growth for the past 5 years in the sales of boots, bindings, and boards. However, this growth curve is not that steep, but to be honest that is OK. It allows small guys like us to control and deal better with the rise in interest. One thing we do see happening is the sports are diverging. What I mean is Alpine snowboarding is now its own stand-alone industry. As the big guys (Burton, Rossignol, K2, etc.) step-aside in alpine the smaller manufactures (Donek, Prior, Bomber, etc.) are stepping up and filling the void with good high quality performance products. The same goes for bindings, guys like us (Bomber), Catek, and other small European companies are doing very well right now. As far as boots, thank god those molds cost a fortune so that will mean the existing boot manufactures are looking to get their investment back and that will take a long time.
One aspect that we have great success with in promoting alpine snowboarding are organized events like the Expression Sessions. There are several of these in the US and in Europe right now that go on every season. These events are fantastic as they let people who might want to try alpine riding but can never find the gear to rent or barrow, to try it. It also allows riders from all over to collect together and just share the vibe that is the carved turn. Every year we see more of these events being organized and we take this as a very good sign of things to come.
Alpine snowboarding most definitely has a future. As the typical snowboarder ages (ie. is not 18 anymore) they most likely find themselves not as attracted to the pipe and park as much as they used to. They find that riding hard and fast all over the mountain (on and off groomies) is what gets him stoked. Hardboots work great for this type of riding. I am not saying you will see a huge wave of people switching over to plates, but we do see it happening with riders who have 10+ years under their belts.
Also, if we can just lose this image that plates are strictly for "racing" or "groomies" we will see more people try it. Bottom line is, other then core freestyle moves (and there are guys who can prove me wrong on even that), hardboots work great for all conditions and that most definitely includes off trail riding.
Fin Doyle
DONEK (USA)
> Your statement would be highly appreciated to answer questions such as
>
> Why did the demand for alpine equipment drop?
I don't believe the demand for alpine equipment has seen any significant drop over the years. Alpine is a niche market. Larger companies very rarely address niche markets. The pullout by Burton and others is a natural progression of the snowboard industry resulting from a smaller growth than seen in the freestyle and related markets.
> What developments in detail made you rethink your range of equipment and marketing?
Donek has been a company dedicated to carving since day one. To us the turn is the primary function of a snowboard. Any rethinking we do will be to further penetrate the larger markets in the industry, but we will remain dedicated to the turn.
> Do you think the market share of alpine snowboarding today is lower than its potential?
I believe the market share is where it should be. Alpine is a segment of the sport that appeals to people who are typically older than the segment targeted by the major players in the industry. As their target audience matures, it is natural that they will move to a more technical aspect of the sport. The unfortunate truth is that many of these people leave the sport for financial reasons or because they have new obligations such as family. I believe that as the major manufacturers continue to leave the niche markets to the niche manufacturers, the alpine market will continue to grow in strength.
> If yes what things in general would it take to increase that market share?
>
> How do you see the future of alpine snowboarding and with relation to that what is your general outlook regarding your range of equipment and marketing?
I believe the alpine market will remain a smaller segment of the market and its needs will continue to be met by smaller manufacturers. I think the share will increase as the median age of snowboarders increases. Carving is a mature riders sport. As the younger riders mature they will naturally move to carving. Snowboarding, like skiing, is a younger persons sport. As a result the number of people interested in doing flips and riding the park will always be greater than the number interested in cruising corduroy and laying deep trenches.
We will continue to produce high performance boards for serious riders. This is branching into more freestyle oriented equipment, but we have no intention of sacrificing quality for quantity or leaving the carving market. The only person on the board of directors for Donek is me (Sean Martin). So as long as I'm riding the boards we make, we'll continue to make what I want to ride.
Sean Martin
Donek Snowboards Inc.
smartin@donek.com
http://www.donek.com
PRIOR (USA)
Good luck with your new site. Please find brief answers to the questions you asked below.
Kind regards, Dean
Why did the demand for alpine equipment drop?
We have not seen a drop in the demand for alpine equipment - our sales for Alpine snowboards has increased every year since 2000.
What developments in detail made you rethink your range of equipment and marketing?
Prior makes performance snowriding equipment - this has been our goal since 1990 and it has not changed. Our marketing supports this.
Do you think the market share of alpine snowboarding today is lower than its potential?
Perhaps. There was a time when soft boot snowboarders (the majority) were not accepting alpine snowboarding at all. This has changed in the last couple of seasons - now alpine snowboarding is more accepted on the mountain. Due to the small demand, however, retailers cannot afford to support it.
If yes what things in general would it take to increase that market share?
Awareness and equipment availability are a start
How do you see the future of alpine snowboarding and with relation to that what is your general outlook regarding your range of equipment and marketing?
Prior has always taken alpine snowboaring seriously and it will continue to be an important part of what we do going forward.
604-935-1923
www.priorsnowboards.com
Built right... in Whistler
UPZ (USA)
Thanks for the link on your site. Here is a few answers for your survey.
Thanks
Dan
Your statement would be highly appreciated to answer questions such as
Why did the demand for alpine equipment drop?
Alpine riding is down in numbers generally but it is definitely not dying. Alpine carving is a technical sport and many riding, even very good soft riders can not ride hard equipment well. Hard riding is not for the lazy person!
What developments in detail made you rethink your range of equipment and marketing?
N/A
Do you think the market share of alpine snowboarding today is lower than its potential? If yes what things in general would it take to increase that market share?
Absolutely. Remember that all the big companies have been spending millons of dollars on ads that push freestyle soft gear so naturally that is where the people go. If there was major promotion for hard gear larger numbers of people would get into the sport.
How do you see the future of alpine snowboarding and with relation to that what is your general outlook regarding your range of equipment and marketing?
Alpine riding is here to stay. It does not have the millons of people that soft gear has but I have found that hard riders are a very dedicated bunch of people and they are here to stay. Alpine carving is one of the most beautiful things to do and watch and when someone starts the sport it is almost impossible to go back to soft riding due to that lack of performance with soft gear. With the internet alpine gear is available to anyone worldwide even though the local store does not sell it. All that does is make hard riders even more hardcore, and more exclusive, so I think alpine riding is here to stay.
RABANSER / UPZ (Italy)
Ich habe Mir eure Page angesehen, Komplimente!
Wir als Rabanser Snowboards Haben eine sehr grosse Nachfrage an Hardboards , deswegen haben Wr auch den neuen UPZ Hardboot gemacht, das heisst Wir haben die Formen von Ups gekauft und Modifiziert.
Ich denke das Hardboard wird in den nächsten jahren wieder auf leben, wir sehen dass auch in unserer Snowboardschule, wenn man dass gut presentiert und ein bisshen puscht geht dass sehr gut, und die Leute wollen dass prowieren, und wollen dann auch nicht mehr zurück zum Softboard. Es wir ein bischen zu wenig von den Zeitungen gemacht , das ist dass Problem, deswegen, Page wir die Eure sind sehr gut für diesen Sport.
Grüsse
Rabanser Georg
Rabanser Snowboards
Via Plesdinaz 169
39037 S.Cristina Gröden
Italy
tel +39 335 6391608 +39 335 6391608
@. info@rabansersnowboards.com
www.rabansersnowboards.com
BLUE TOMATO (Austria)
1) why did the demand for alpine equipement drop?
Viele Freunde aus meiner Altersklasse sind, nachdem sie jahrelang Alpin Snowboarder waren, auf die neu aufkommenden Carving Ski umgestiegen.
Ich schätze das Caving Ski Thema hat recht viele Alpin Snowboarder auf Schi (zurück)umsteigen lassen.
2) developements in detail...
Freestyle und auch Freeridesnowboarden ist Lifestyle und eine Jugendkultur. Hier geht es um urban culture, music, szene, usw. während Alpinsnowboarden nicht wirklich Lifestyle ist.
Es ist ein cooler Sport, keine Frage, aber für die Jugend nicht wirklich als Jugendkultur greifbar. Junge Snowboarder die sich mit Snowboarden vom klassischen Alpinschilauf oder von ihren Eltern abgrenzen wollen, können das halt nur über "Freestyle"Snowboarden. Die Wettkämpfe von Alpinsnowboarden sind nicht viel anders als jene von Alpinschifahren. Fahren durch Stangen meist unter Ausschluss der Öffentlichkeit. Klingt hart, ist aber meist so, bzw kommt im TV so rüber. FIS und ÖSV besorgen den Rest um Snowboarden zur 5ten Disziplin vom Schilaufen zu degradieren.
Die Anpassung des Sortiments erfolgt auf den Fuss, was wenig nachgefragt wird, wird von Händlern auch weniger eingekauft und dann halt auch von der Industrie weniger produziert.
3) market share
Ja womöglich. Aber für Alpin Snowboarden ist es im Moment schwierig aus diesem Loch herauszukommen. Eine (Kern)Szene muss sich von sich aus bilden und weiterentwickeln. Hier gibt es gute Ansätze, aber den Stellenwert welchen Alpin Snowboarden mal hatte wird es wohl lange nicht mehr erreichen. Hierzu fehlen auch technische Inovationen. Wann gab es zuletzt Alpinboots wo mehr geändert wurde als nur die Farbe?
4) increase market share
attraktivere Wettbewerbe im Alpin Bereich müssten öfter stattfinden. Salt Lake City war ein guter Erfolg für Alpin Boarden und könnte junge Snowboarder veranlassen auch Alpin zu probieren.
Extremcarving könnte sich gut entwickeln. Hier hängt es in erster Linie von der Szene selber ab, wie und wohin sich der Sport entwickelt. Industrie und Handel können aber unterstützend einwirken.
5) future:
Wir werden für alpin Snowboarder mit Material anbieten, solange es nachgefragt wird. Die Nachfrage bleibt für uns stabil. Dadurch das viele Händler ganz auf Alpin verzichten kann BT sogar Zuwächse erzielen.
Freestyle und Freeride wird aber weiterhin klar das Schwergewicht bei BT bleiben.
Hoffe die paar Stichwörter helfen dir. Bei Rückfragen einfach nochmal melden.
Vielleicht kannst du noch einen Link auf Blue Tomato legen.
II II III I II IIII II IIIII III II I IIIIII
Mag. Alexander Zezula
Projektleitung E-Business & Marketing | http://www.blue-tomato.at | http://www.blue-tomato.at/presse
YONEX (Japan)
Thank you for your interesting email, however although we are one of the snowboarding equipment manufacturer, we only doing business for domestic market. So we are sorry we can not help. But thank you anyway and we hope you can stop the alpine crisis.
Yours very truly,
Yonex Co., Ltd. International Div.
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On the history and future
Snowboarding has never been ‘nice'
Snowboarding's humble beginnings
S'thorne manufacturers make their mark
Carving Away at the Myths About Alpine (among the articles here)
A Brief History of Alpine Snowboards
. . .
Burton to Re-Enter Alpine Market
Analysis of this month's Transworld
. . .
