STOWE, VT - JANUARY 16: Jake Burton poses for a photo on January 16, 2007 on Stowe Mountain, ... [+]
This year’s 38th annual Burton US Open, snowboarding’s premier competition, comes at a tragic time in the close-knit community. It will be the first since snowboarding pioneer Jake Burton Carpenter passed away in November at age 65 due to complications from cancer.
The man who lent his name to what originated in 1982 as the National Snowboarding Championships gave so much more to the community over the course of his life, propelling snowboarding into the mainstream.
Better known as Jake Burton for his eponymous snowboarding company, he influenced many of today’s most successful pros, especially those who ride for the Burton Snowboards team: Mark McMorris, Anna Gasser, Danny Davis, Red Gerard, Julia Marino, and more.
Those athletes and the rest of the world’s best descend upon Vail, Colorado, this week for the Burton US Open, and the occasion of the entire community coming together marks no better time to reflect on what Burton meant to them and their sport. To wit, the US Open will be celebrating his life in myriad ways throughout the week.
“Jake is a pioneer in so many ways, and pushed the sport of snowboarding for over four decades,” says Ian Warda, VP of global integrated marketing at Burton.
“In the early days, he fought for our access at the mountains and to be accepted, and later on he pushed product innovation to make it easier for more people to get out and ride.” Even a decade after Burton Snowboards was founded, roughly just 10 percent of resorts allowed snowboarders.
“He was the biggest advocate for the riders, listening to them for feedback on everything from product development to how snowboarding contests should be run,” Warda said.
“He was always the strongest voice in pushing for progression at the US Open, encouraging us to try new things and be creative to showcase what the best snowboarders in the world can do. We’ll continue to follow his lead at the US Open, celebrating all aspects of the snowboarding culture and leading by example as a truly rider-driven event on the world’s biggest stage.”
VAIL, CO - MARCH 8: Maddie Mastro during Women's Halfpipe semi-finals of the 2018 Burton U.S. Open ... [+]
On Friday morning, there will be a group ride, Ride for Jake, with an open invite for anyone who wants to join. It will take place on one of Burton’s favorite runs, Riva Glade, with snowboarders riding together from top to bottom.
Burton has also invited some of the US Open’s most iconic halfpipe riders to “poach” the pipe finals on Saturday, another one of Burton’s favorite US Open traditions. That event will be followed by fireworks Saturday night during the awards ceremony with the Carpenter family, another of Burton’s favorite traditions.
There will be other surprises and moments planned to honor Burton’s legacy throughout the event and broadcast. You can tune in on Red Bull TV to be part of the celebration.
After the Burton US Open wraps up on February 29, Burton has far more wide-reaching plans to honor Jake Burton Carpenter’s legacy among amateur snowboarders.
On March 13, the first annual “A Day for Jake” will invite snowboarders from all over the world to get out and ride together while “having as much fun as possible,” a credo that Jake lived by. Across the world, 13 resorts will offer free lift tickets to riders who pre-register to join. Since teaching people to snowboard was one of Burton’s passions, select resorts will be offering special Learn To Ride packages.
“We’re expecting a really strong showing from riders all over the world, and we hope this will be the start of an annual event where the snowboarding community can carry forward Jake’s legacy,” says Warda. All details and signup information can be found at ADayForJake.com.
