:59:03
[Amen ]
Over the last couple of years,
Hannah's, like,
:59:05
taken it where we started it
and where those guys started it...
:59:07
and then taken it
to that next level.
:59:09
As her brother,
I just find myself being
just so overwhelmed sometimes.
:59:13
Like, holy shit, dude!
She is killing it!
:59:15
Like, mylittle sister's
one of the best snowboarders
in the world,
:59:18
and that's nuts.
:59:35
[Narrator]
As the decade changed,
so did snowboarding.
:59:37
Increased exposure,
a no-limits attitude
and continued progression...
:59:41
would push the sport to a level
that few had ever imagined.
:59:46
[ Burton ]
It seemed like overnight
we went from being a threat...
:59:48
to being, like, the saviors
of the ski industry.
:59:51
We were bringing kids back on
to the mountain, and lift ticket sales
started going back up.
:59:55
It seemed like
when something flipped,
it just flipped very quickly.
:59:58
[Tina Basich ]
Snowboarding was growing so fast,
1:00:02
and ski resorts started to realize
that they're gonna miss out...
1:00:06
if they don't allow snowboarding and they
don't start catering to snowboarders.
1:00:10
[ Seoane ]
They started advertising on the radio,
"And we don't allow snowboarders. "
1:00:15
The year after they were, like,
"And we have a great half-pipe. "
1:00:18
And they were, like, completely
kissing ass to snowboarders.
1:00:21
[ Grunts ]
I hate it when they do that.
1:00:23
Because all it comes down to
is them making money.
1:00:25
The bus was leaving.
You're either gonna be on the bus
or off the bus, financially, on this thing.
1:00:29
Then you saw the exponential growth
of snowboarding,
1:00:32
with double-digit increases
every single year.
1:00:35
And who wants to miss that boat,
from a business point ofview?
1:00:38
And after all,
we're running a business here.
1:00:44
Snowboarding just kind of started
going mainstream a little bit.
1:00:48
There was bigger contests.
There was more prize money.
1:00:51
It was such an accelerated path
from sleeping in the cars...
1:00:55
and clipping lift tickets...
1:00:57
to be able to get up and ride
to this huge insurgence of money
into the industry.