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News Update: November 13, 2006

Burton’s “El Primero Descent” Comes to Copper

Invite – Educate – Provide Access

Copper Mountain, CO… November 9, 2006… Copper Mountain, in conjunction with Burton, The Sports Authority and Equipo Roca, is hoping to open doors to new snow sliders through a grassroots, bilingual outreach inviting first-time snowboarders to come out and ride. “El Primero Descent” is an inaugural program targeted at Spanish and bilingual speakers who are interested in snowboarding and are looking for an introduction to the sport and the mountain lifestyle.

The Sports Authority will host two “El Primero Descent” intro days during the grand opening of their Glendale and Littleton store locations Nov. 18 and 19. Interested first-time riders will have a chance to meet bilingual instructors from Copper’s Ski & Ride School, check out equipment from Burton, find out just how easy it is to start snowboarding and register to participate in their “primero” descent at Copper Mountain. Attendees will also have an opportunity to sign up for a special Learn To Ride event at Copper Mountain Dec. 9. This specially priced package includes transportation, equipment rental, lift ticket and lesson.

The goal of this outreach is to invite, educate and provide access. “We want to invite people who might not otherwise consider trying snowboarding, educate them on the nuances of getting started and finally provide access to the mountains. The goal is to communicate how accessible the mountains truly are and how easy it is to get out and ride,” explains Carlos Garcia, spokesperson for Copper. “We’re also offering a discounted package to entice ‘principiantes’ or beginners.”

“We’re going to approach this crowd with a message that will connect with bilingual speakers on a cultural level. We’re adding the tagline, ‘¿Porqué no estas surfeando? No, really… why aren’t you riding,’ to communicate with our bilingual audience,” explains Juan Delaroca, president of Equipo Roca Marketing.

“The beauty of this outreach is that we’re utilizing the power of three – manufacturer, retailer and resort. It’s the old adage, the whole is greater than the sum of the parts,” adds John Damiano, Colorado territory manager for Burton Snowboards. “There’s a synergy happening here and we’re excited to see where this small step will lead us.”

Following is a schedule of El Primero Descent dates and locations:

  • Nov. 18 at The Sports Authority’s new Glendale location at 370 S. Colorado Blvd.
  • Nov. 19 at The Sports Authority’s new Littleton location at 8055 W. Bowles Ave.
  • Dec. 9 at Copper Mountain

For more information on El Primero Descent, visit













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