Thursday , December 13 2018
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The Boardroom ‘goes viral’ this winter

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By Caitlin Croft

With the 2020 decade fast approaching, the snowboarding world will be entering its sixth decade of existence.

As the mainstream caught on in the late 1980s and ‘90s, we are now entering into the third generation of borders.

“It’s a grassroots thing, snowboarding,” says Spencer Timkey while talking with the Times at The Boardroom High Top. Timkey is the second generation of owners at The Boardroom in Ellicottville.

In 1984, Mike Timkey opened Alpine Ski Rental and in 1991 bought his first boards, and since then it evolved into The Boardroom.

“It is so cool to see these grassroots snowboarding families bringing in their kids to pass on the love of the sport,” Spencer Timkey said. “You have some old school boarders that only want their kids on boards. My nephew will be getting out on the hill this season, he is now the third generation of Timpkeys who has been a part of the Boardroom.”

They are seeing that the 30 somethings with young families coming in who are eager to get their kids on snowboarding, Timkey said. It seems that over the past decade it was more a “ski family” that a few siblings decided to try their hand at snowboarding. It is amazing that this sport is now turning into a cross-generation lifestyle, he added.

New this season, The Boardroom rolled out their online store.

“It is time to keep pace with the industry and where it is headed,” Timkey said. “The stigma of an online store has toned down.”

Many feel that with the grassroots underbelly of snowboarding a website is impersonal, he said, but this is where The Boardroom aims to do it differently.

“You will get the same level of service that you have come to know when you walk through our doors.”

They have many customers who cannot get to the shop before the first snowfall and they want to be able to cater to them, Timkey said. No longer will you have to spend a morning getting your gear — you can just head to the slopes to shred. There will also be an in-store pickup option if that better works for your schedule.

“This is also another avenue for selling product year round,” he added of their new online service.

You can expect to find most of The Boardroom’s in-store product on the site, but note, there are some things you just have to get to the shop to get your hands on. This includes their line of Burton Step-In products.

“This setup has been a big catalyst for our shop,” said Timkey.

Some of the lines the store carries include Roxy, Burton, Darn Tough, Lib Tech, Solomon, Oakley and Giro. They also do daily ski and board rentals.

In addition to all the gear for the slopes, there is everything from après wear to luggage to 716 snapbacks.

Their newest addition to their product lines is Jones Snowboards. This line was started by Jeremy Jones an American Big Mountain Freerider. They also have all new branded gear that is a must if you want to rock the apres scene right, Timkey said.

Last year, The Boardroom, in conjunction with Holiday Valley, hosted the first annual Boardroom Banked.

“It was a complete success, we had riders as young as 4 years old up to 55 years old with about 105 competitors,” Timkey said.

The second annual will be held at Holiday Valley again on March 3, 2019. You can sign up on the Holiday Valley website, holidayvalley.com or the Boardroom site, boardsandpowder.com.

The Boardroom can be found at 6113 Route 219. Check their website for hours and rental rates boardsandpowder.com.

Contact The Boardroom at theboardroomsnowboardshop@gmail.com, on Twitter at @BoardroomEville, Facebook at The Boardroom Snowboard Shop or call (716) 699-5620.

Stop in and put a smile on the face of the shredder in your life this holiday season!

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