Burton and Channel Islands Kick Off the Snow Season on Melrose
Nov 29th, 2007 by msdanielle
Last night I attended the launch party of the new Burton and Channel Islands flagship store on Melrose in LA. Walking up to the storefront, my friend Anam and I felt a chill as the sidewalks were piled with fake snow. Fake snow! Anam handles all sales for elm and was one of 250 people who received an invitation to the event, and I was lucky enough to tag along!
If any of you snowboard or surf, this is a pretty awesome place for you to shop and kick back…if you’re in LA. The 11,500 square feet of action sports gear, equipment, and accessories filled nearly the entire length of one city block. The store just seemed to keep going on forever. The rows of snowboards, bindings, boots, surfboards, clothing, and everything else seemed to impress everybody, sheerly because of the massive size of the location.
Personally, I don’t snowboard (I was a skier), but I grew up on the shores of Huntington Beach so seeing Kelly Slater and Rob Machado reminded me of seeing them compete at OP Pro in 1992 — half my lifetime ago. Shaun White had a crew of cameras following him around all night and I saw some really random celebs. One of the coolest features of the store was the dual half-pipes on the rooftop — which were being broken in. Sweetness…
It was also cool that they had Hennessey and Belvedere as sponsors. There was no lack of alcohol flow because it was open bar. Score! The sushi chef and panini guy were a nice addition too, as well as the many waiters walking around with appetizers and mini Ben & Jerry ice cream desserts. I tip my hat to Burton and Channel Islands, as well as to their marketing team, for a party well done.
For you snowboarders out there, season is upon us. My friend Anam drove up to Big Bear this morning to celebrate…oh yea, and do some work for elm. 
If or when you’re in LA, check out the store. They’re also going to host a variety of events so keep an eye out if you’re in the area. Happy boarding!
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Getting very exited about the 07 / 08 season here in Japan …. gonna be a great winter!
how’s the weather right now? weather here is getting cold and that means snow
should be raining all weekend here in SoCal…
We have sooo much snow here in Ottawa! I am drooling at the thought of taking my board over to Quebec! As soon as final exams are done, which can’t come soon enough.
awesome. good luck with finals. hitting the snow should be a great reward!