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.
1:01:01
Before I knew it,
we were traveling the world
and forgot how we got there.
1:01:05
'Cause it just
kind of happened over night.
1:01:07
All of a sudden you started seeing
snowboarding commercials on TV.
1:01:10
Why do I use the card?.
I spent my whole life
doing things my own way.
1:01:13
American Express
never questioned it.
1:01:16
[Richards]
Then you started to see snowboarding
more and more and more,
1:01:18
and it was, like, "Oh, shit.
People are into this sport.
Snowboarding's cool!"
1:01:21
There's a lot of good things that come from it,
but there's also a lot of bad things.
1:01:26
All these companies
are throwing money at us,
and all of a sudden it's, like,
1:01:29
"You'll have all these opportunities, "
which is all cool and everything.
1:01:32
But then sometimes
you'd sit back and you're, like,
"Am I selling myself out?
1:01:35
Am I selling out the soul
of snowboarding??"