Never Summer Public Relations Project.

Jessie Simms | Caroline Martin | Mary Lawhorn

Table of Contents
Background 3
Industry 5
Competitors 6
Challenge 7
Audience 9
Objective 10
Strategy 1 11
Strategy 2 12
Strategy 3 13
Strategy 4 14
Evaluation 15
Supporting Documents 17
Contact 67
2

Background
Never Summer got its start in a garage in Fort Collins. Two brothers Tim and
Tracey Canaday began making snowboards in their high school woodshop class with
their friend Scott Rolfs. They named the company “Swift Snowboards” and got to
work. Tracey and Scott were in charge of the business operations, while Tim was in
charge of the assembly and the actual snowboards themselves. The business failed
to pick up, as snowboarding was not nearly as big of an industry as it is today, so
the company eventually died out.

Wondering what to do next, the Canaday brothers moved to California and
took up surfing. Only 7 years later however, the snowboarding industry began to
pick up, after being recognized as an official sport in 1985. Ski resorts began to
allow snowboarders access to ski mountains and the snowboarding industry was
essentially born.

Seizing this opportunity, the Canaday brothers moved back to Colorado and
rented out space in the Summit Snowboards factory located in Silverton. And in
1991 Never Summer was officially born. As to be expected, the company had a
bumpy start. The Canaday’s had to reach out to friends and family for money to
keep the business afloat and even had to go door to door to sell their boards at one
point. They soon realized their biggest problem with getting off the ground was
going to be the fact that they were a known company and had no industry
connections. (entrepenuer.com 11/22/11)

The brothers soon realized that in order to really break into the industry they
were going to have to change it. They decided the best way to attract people to
their boards is to make them more high quality than some of the others on the
market. Never Summer makes “bomb proof” boards that come with a 3 year
warranty and are some of the most durable in the market. They’re also designed
and produced here in Colorado, which makes the boards even more appealing
because they are manufactured right in your own backyard, rather than overseas.

The Canaday brothers moved to Denver in 1993 and have been proudly
working away there ever since. One of the most important factors of staying local
and producing their own boards rather than outsourcing to China, like many other
competitors, which sets the company up for success no matter what, because even
if the company were to one day close its doors, they could still produce boards in
their factory for other companies. This also ensures that they maintain complete
3

control over their boards and makes it easier for them to implement changes and
new ideas.

One of the reasons that Never Summer has remained so successful for over
two decades now, is that they create demand for their boards. They focus on the
quality of their product and only sell it with specific partner stores, rather than
making it available to everyone. They value their dealers and understand that they
would not be anywhere without them so they protect them and their business
relationship. Never Summer doesn’t go for the big chain stores like Dick’s or REI or
sports authority, in turn bringing more business to smaller stores they partner with
because people are willing to go out of their way for a higher quality product.

In 2008 the company changed the industry again with it’s perfection of the
“rocker and camber” design. They had just come back from a snowboard trade
show where they unveiled their lineup for the upcoming season but after their new
innovation, they scraped the whole line and replaced it with boards with the Rocker
Camber design making the boards easier to control and more fun to ride.
(Entrepreneur.com 4/20/16) Never Summer patented the design, and soon after,
every company was trying to make boards like theirs. By 2010, 45 percent of all
new snowboards made were using the rocker camber design.

Another important aspect that makes Never Summer successful is their long
boarding line. Most other snowboard companies compete with each other year
round. During the winter they compete for snowboarding sales and during the
summer they compete for surfboard sales. Never Summer however, has chosen to
tap into a different market with long boards.

Long boarding is a growing trend, especially on college campuses and with
six major college campuses in Colorado, full of long boarding students, Never
Summer has more than enough people to sell too and a market that is almost
completely untapped. This gives them an extra source of revenue in the offseason
and keeps the company plenty busy.
4

Industry
One of the fastest growing sports in the world is snowboarding. While the
season usually lasts only about 45 months, it is a 4 billion dollar industry with
more than $6 million being spent on just equipment. (snowsports.org 4/16/16) The
technology is ever changing; with new innovations being made every season,
companies are in constant competition. It is always a race to see who has the best
new technology, and who can make the strongest, lightest, sturdiest board.

In a growing industry worth $4 billion dollars, it is no surprise that public
relations are a big success factor amongst growing competition. Big names like
Burton, Volcom and Saloman keep their competitors on edge, but the industry is
changing. 28% of snowboarders are now between the ages of 25 and 34 and they
are starting to buy their boards for quality and customer service, rather than brand
name (Snowsports.org 4/16/16). This means that consumers are turning to the
Internet and their friends to find the best new brands that give them the best riding
experience available. Consumers want to buy their gear from companies that are
reliable, and offer a high quality craftsmanship board, but also come with great
customer service. Because of this, consumers are beginning to turn to smaller
companies that produce fewer boards but higher quality. This has lead to a rise in
smaller board companies making a name for themselves and being able to compete
with the big guys. One of the most popular companies on the rise in the industry
that follows this business model is Never Summer.
5

Competitors
As to be expected, there is plenty of competition in the snowboarding
industry. One of Never Summer’s biggest competitors is snowboarding giant
Burton, based out of Vermont. Burton began in 1977 after founder Jake Burton had
experimented with making snowboards with surfboard materials and designs. From
there, the brand grew and expanded with Burton’s goal of “creating the best
snowboarding equipment in the world.” While Burton is well known, and pretty
generally well liked, they’re not known for their innovation and continuous growth.
Not to mention, that being such a big company, they don’t have as much time or
need to value their customers. Burton focuses on sponsored snowboarders to get
their name out there, and traditional print advertising, and they have been known
to sponsor big athletes like Shaun White and Mark McMorris which puts the brand
into the spotlight and gains media attention.

While Burton vs. Never Summer is a case of David and Goliath, the two are
very different companies. Burton is the big player, holding a 55% market share in
the industry (statisticbrain.com 4/20/16) and Never Summer is a small mostly local
to Colorado Company. Burton has the business mission statement, “to innovate the
sport of snowboarding and pioneer new ideas and ideals. Also promote individuality,
and above all provide quality gear suited for progression and comfort.” (Burton.com
4/18/16) And Never Summer’s is “Focusing less on excessive promotion and hype,
and more on using the highest quality materials, craftsmanship, and customer
service.” (NeverSummer.com) 4/18/16Even in the two mission statements you see
the major difference between the two companies. Burton wants to be first at
everything and pioneer the industry to leave a legacy; while Never Summer hopes
to give their customers the product they deserve and only produce boards that the
owners themselves would want to ride.

Another competitor of both Burton and Never Summer is Volcom. Having a
revenue of $332 million in 2013 while burton made $100 million and Never Summer
made $10 million, those numbers have only grown since then. (therichest.com
4/17/16) Volcom got its start in 1991 when founders Richard Woolcott and Tucker
Hall took a snowboarding trip to Tahoe, California to visit friends. Tahoe saw record
snowfall over the fourday trip and they decided to quite their jobs and start a
company based around their three main passions: snowboarding, skateboarding,
and surfing. The company began selling clothes and in the first year only made
$2,600. Over time they’ve been growing with most of their revenue coming from
skateboards and surfboards, but the transition into making snowboards wasn’t
hard, since they had already established a name for themselves. Their business
6

motto is to “always make decisions for the long term based on quality and
integrity.”

The challenge that Never Summer faces is that they are not very well known.
They need to enhance their social media presence to attract new customers and
keep current consumers interested. Never Summer has a strong customer base
now, but they are a continuously growing company that needs to expand their
marketing. Understandably so, they want to remain small because that is a part of
the brand’s identity. They can maintain their small, sincere company feel, while
reaching out to the rest of the Colorado market through simple inexpensive ways to
get customers involved with them.
7

Challenge
To make the company more well-known, while enhancing
social media presence to attract new customers and keep
current consumers interested.
8

Audience
Never Summer has a broad market and they feel like they have a product and
board for every snowboarder. Because of this we want to reach a population
who is already into snowboarding as a sport but many not be aware of Never
Summer, people who are new to the sport, and current customers.

Current Snowboarders: These consumers live for the weekends. Early mornings
they can be found driving up the mountains and as soon as the lifts open they are
first in line. They enjoy the sport of snowboarding, and can not wait to “shred the
gnar”. The also see snowboarding not just as a sport, but a social gathering, they
live the laidback lifestyle. There skills are basic to mature and they are confident
on the mountain. These people typically range from 1835 in age and visit the
mountain 815 times a season. They stay up to date on all the latest snowboarding
gear and trends. They are influential and spend the most money on snowboarding
apparel and gear.

New boarders: These consumers are interested in winter sports as they continue
become more popular. They are intrigued by the carefree lifestyle and want to give
it a try. They are typically on a trial basis with snowboarding to see if it is
something they can do and make part of their winter routine. This demographic
typically ranges from 1225 years old and they make the trek to the mountain 110
times a season. Because they are trying out the sport they usually will rent their
equipment, but they are considering investing in new gear. They provide an
opportunity to capture them right in the beginning of their snowboarding career.

Current Customers:These consumers typically fall under the current snowboarders
category. They are aware of Never Summer and are already avid customers
purchasing the latest products that Never Summer has to offer. This demographic
typically ranges from 1625 years old and they make the trek to the mountain 315
times a season. These consumers are already sold on the brand, they provide the
opportunity to reengage in Never Summer via social media and act as brand
advocates.
9

Objective
Our objective is to create more brand awareness using social
media and print, while utilizing a smaller budget. Maximize
results while minimizing the budget.
10

Strategy 1
Never-Ending Summer Challenge and Hashtag

Tactic 1: Create and include flyers and stickers for every time a product is
purchased that will promote the neverending summer hashtag and encourage
people to engage with it.

Tactic 2: Host a competition to encourage people to tag company on social media
with a reason why their summer is neverending. Winner gets a free longboard or
snowboard of choice.

Tactic 3: If customers submit videos/ pictures of them using the neverending
summer line of longboards their name gets entered twice for the competition. This
will be promoted through social media accounts.
11

Strategy 2
Always Winter Showcase Demo

Tactic 1: Have info about new boards and products. These will be on brochures at
the event.

Tactic 2: A chance to win VIP Tickets to demo with every purchase that is made two
weeks before the showcase. We will create social media to promote the contest,
and we will create flyers that will be attached to productes six months beforehand.

Tactic 3: Host a Never Summer SnapChat takeover. This will include a geolocation
snapchat story participants can send snaps to, Never Summer’s personal account
story will also be featuring snaps from the event, and there will be geofilters. The
pros will also be featured on Never Summer’s personal account.

Tactic 4: Press Release about the event

Tactic 5: Press Release about Mayor’s Letter to Crested Butte

Tactic 6: Promotion of the event on social media and through posters and flyers.
12

Strategy 3
“Meet the team” Youtube series

Tactic 1: Do mini youtube series about snowboard team members. We will create
the storyboards for three short videos.

Tactic 2: Create LinkedIn profile and share videos and other blog content about
industry. Include having team members writing blog posts through out the year to
post. Feature influencers to write post and publish it on our monthly blog.

Tactic 3: Host a documentary release party at the Boulder Theater. This will be a
premier showing of our Youtube videos. Popup store will be there as well as meet
and greets with some of the team. This includes press release for the event,
invitation, social promotions

13

Strategy 4
Create Media Coverage for Never Summer
Tactic 1: Write a story and press release about 10 Surprising Ways to Buy Local,
featuring Never Summer as number one slot. This article will be sent out to The
Denver Post, Daily Camera, Summit Daily, and Rocky Mountain News.

Tactic 2: Hold a press release about new technology and business strategies.This
pitch will be sent out to The Denver Post, Daily Camera, Summit Daily, and Rocky
Mountain News.

Tactic 3: Sponsor NonProfit United States Deaf Ski and Snowboard Association
event in Breckenridge. Create a press release this sponsorship. This article will be
sent out to The Denver Post, Daily Camera, Summit Daily, and Rocky Mountain
News.

Tactic 4:Write a story and press release featuring Never Summer’s cofounder. It
will be a business owner profile. This article will be sent out to Denver Post Sports,
Snowboard Colorado Magazine, Snowboarding town magazines (ex. Breckenridge,
Keystone, Vail, Aspen, Loveland, etc.), and Transworld Snowboarding magazine.

Tactic 5: Partner up with a local NonProfit Ignite Adaptive Sports and release a
press release about partnership and what Never Summer is doing for the
Nonprofit. This article will be sent out to Denver Post Sports, Snowboard Colorado
Magazine, Snowboarding town magazines (ex. Breckenridge, Keystone, Vail, Aspen,
Loveland, etc.), and Daily Camera.

Tactic 6: Sponsor SOS Outreach’s SnowCore event in Vail. Donate snowboards for
all of the youth in attendance to participate and bring the Never Summer Team to
give lessons. Send out a pitch letter to the Denver Post sports features editor,
snowboarding town magazines (ex. Breckenridge, Keystone, Vail, Aspen, Loveland,
etc.)

Tactic 7: Write a press release about new technology in the snowboarding industry.
Article will be sent out to Snowboarder Magazine, Transworld Snowboarding
magazine, Denver Post, Snowboard Colorado magazine.
14

Evaluation
Strategy 1 Evaluation:
Social media:
· Number of retweets
· Number of likes
· Number of followers
· Number of submissions
Press Releases:
· Number of media placements
· Number of media impressions
· Number of outlets picked up story
Social media:
· Number of likes
Event:
· Number of attendees
· Number of brochures taken
· Number of local vendors
· Amount of money raised for USDSSA
· Number of impression
Press Releases:

Youtube videos:
· Number of views on youtube
· Number of clicks on link
· Number of videos shares
Social media:
· Number of likes
15

Event:
· Number of attendees
· Number of social check ins
· Number of social media mentions
· Number of impressions
Press Releases:
Press Releases:

16

Supporting
Documents

17

Strategy 1:
Tactic 1: Flyers and stickers for social media competition
Posters:
18

Tactic 2: Social media posts to inform consumers of competition:
Twitter:
23

Tactic 3: The chance for people to win a free snowboard or longboard, press release and
social media post
Mary Lawhorn
Three Blondes PR
303-333-3333
threeblondespr@pr.com
Never Summer Snowboards to host social media competition
The local snowboarding company will pose a social media challenge to consumers
this upcoming Wednesday, April 20, with the chance to win a free snowboard or
long board of the winner’s choice.

(Boulder April 16, 2016) Never Summer, a snowboarding company located
locally in Denver is posing a challenge to their consumers: Starting on Wednesday
they will create the hashtag “#NeverEndingSummer” on Twitter, Instagram and
Facebook and will ask participants to tag them on all forms of social media with a
reason that their Summer is never ending. At the end of the submission period all
entries will be placed into a drawing, in which the winner will receive a snowboard
or longboard of their choice from the company.

Never Summer got its start back in 1983 when two brothers Tracey and Tim
Canaday started their snowboard company with friend Scott Rolfs in their garage in
Fort Collins, then under the name Swift Snowboards. The two brothers, three years
apart, had been introduced to the popular winter sport only a year prior, and Tim
made their first snowboard in his high school woodshop class. Years later they
changed the company name to Never Summer after the Never Summer Mountains
in the Rocky Mountain National Park, and the company made its official debut into
the industry.

When asked about the upcoming competition, founder Tracey Canaday said, “We
fell in love with snowboarding and started our own company only a year after
learning, and we want to hear from our customers why their Summer is never
ending, and how our products help them achieve that.” Tim Canaday agreed
adding, “One of the great things about our job is that we get to help people find
their passion for the sport just like we first did.”

The company strives for high quality craftsmanship and overall performance of their
boards, and their customers see that every time they purchase one of their
snowboards or long boards.  Customer Connor Martin said, “I go to Never for all my
boarding gear because they’re local and I trust that I’m always gunna get a durable
board and never have to worry if it’s going to break after my first run of the day.”

Customer Samantha Roberts said, “I’m really excited for the competition. I’ve used
their snowboards for years and I’ve always wanted to try one of their long boards
so hopefully I’ll get the chance to win one.” Never Summer is a company that
spends less than 2% of their revenue on marketing because they choose to focus
27

“less on excessive promotion and hype, and more on using highest quality materials
and craftsmanship,” so this competition is big for them. The Canaday brothers both
agreed that they don’t believe in huge traditional print advertising because it can be
obnoxious and that’s not what their brand is, adding “We like to hear feedback from
our customers and listen to what they do and do not like rather than telling them
what we’re doing.”

The competition will run from April 20, to May 20 and at the end of that time the
winner will be choose and announced on social media, along with some runnerups
who will receive tshirts and stickers.

Never Summer:
The end result of our experience coupled with a close working relationship with the
world’s leading raw materials manufacturers and engineers allows us to bring you
the most durable, high performance boards on the planet! Each board is carefully
handcrafted in our Denver, Colorado factory to precision tolerances. Our domestic
manufacturing and our ability to improve upon existing technologies resulted in
Never Summer being awarded the first patent on any type of hybrid camber
technology. We allow only the world’s best snowboard shops to sell our products.
http://www.neversummer.com/company/

Tracy and Tim Canaday:
The founders and owners of Never Summer
3838 Eudora Way, Denver, CO
80207 USA
info@neversummer.com
###


28

Strategy 2:
Tactic 1: Brochure for Always Winter on Snowboard Technology
29

Tactic 2: Tweet about VIP Ticket Contest
30

Facebook post about VIP Ticket Contest
31

Instagram post about VIP Ticket Contest
32

Flyer for purchasers two weeks before event
33

Tactic 3: Geofilter for Always Winter Snapchat
Snapchat for Always Winter Event Snapchat for Always Winter Event
on Never Summer Story with geofilter
34

Tactic 4:
Caroline Martin
Three Blondes PR
303-333-3333
For Immediate Release
Local Snowboard Company Hosts Always Winter Showcase in Crested Butte
Never Summer Snowboard Company Holds a Community Event to Showcase New
Snowboards for Upcoming Season
(Denver, CO 20170320) –Never Summer Industries, a Denverbased snowboard
company, will be hosting the Always Winter Showcase in Crested Butte with local
food vendors and a live DJ to showoff their newest line of boards, On April, 1st
.

The company hopes for strong community involvement in the event to emphasize
their love for being local and show their customers their appreciation.
The event is to be held at the base of the mountain from 59PM and will have four
different local food and drink vendors. They will be partnering with local vendors
such as The Last Steep, a local familyowned bar and grill, Butte 66 BBQ
Roadhouse, Brick Oven Pizzaria, and Teocalli Tamle. The showcase will also feature
a local DJ, John Smith, who is a Crested Butte native. Crested Butte Mayor, Aaron
Huckstep, stated he was excited to partner with Never Summer. He said that,
“Never Summer had a special place in the town of Crested Butte”, since many of
their team members are from there.

Never Summer, being a local company has always seen the importance in the
community and buying locally. Tim Canady, cofounder of Never Summer, said “this
event was in hopes to bring a community that means so much together” and to
give their customers a sense that Never Summer cares. Since this is something so
near and dear to their hearts, they are hoping that the town of Crested Butte will
use this event simply as means to get together. This is so important to the
company because they want their customers to know that they, unlike many of
their competition, truly care about the community they are a part of. Mayor
Huckstep also stated he “wanted this event to propose community involvement with
the local vendors and hoped many locals would attend”. Since many of the Never
Summer Snowboard Team Members are from Crested Butte, they are especially
excited for the event as well.

There will be a special VIP section, for those who win tickets in the contest Never
Summer has put on in the past few weeks. Each person who purchases a product
from Never Summer until March 30th will automatically be entered into a drawing
to win VIP tickets. The winner of these tickets will get an exclusive look at the new
35

boards Never Summer will be showcasing at the event and will get to hang out with
the Never Summer Snowboard Team for the duration of the event. This was in an
effort to make the Never Summer consumerbase feel as though Never Summer
meant what they were saying about loving their customers. For more information
on the contest go to www.neversummer.com/alwayswintervip.
The company is hoping the event is a success and that they can get the word out
about how important these things are to them. They are really trying to set
themselves apart from the big competitors in the industry by keeping thing local
and keeping their customers happy. The craftsmanship and quality of their products
has always been so important to them and they want their customers to know that
they matter too. Tracey Canady, cofounder, stated he “wanted the customers who
were loyal from the start to know how much that means and for the customers who
have never used us to know we care”. The town of Crested Butte seems excited for
the chance to gather with loved ones and be with a company who truly cares about
its customers.

About Never Summer Industries
Designing and building snowboards since 1983 has given us years of experience in
testing and perfecting our snowboard designs and construction methods. We’ve
recently taken this experience building snowboards and brought it to the world of
longboarding. The end result of our experience coupled with a close working
relationship with the world’s leading raw materials manufacturers and engineers
allows us to bring you the most durable, high performance boards on the planet!
Each board is carefully handcrafted in our Denver, Colorado factory to precision
tolerances. Our domestic manufacturing and our ability to improve upon existing
technologies resulted in Never Summer being awarded the first patent on any type
of hybrid camber technology. We allow only the world’s best snowboard shops to
sell our products.

Tim and Tracey Canady
3838 Eudora Way, Denver, CO 80207
(303) 3200170
###

To be released to:
The Denver Post
Summit Daily
Daily Camera
Rocky Mountain News
Crested Butte News
36

Tactic 5:
Caroline Martin
Three Blondes PR
303-333-3333
Crested Butte’s Mayor Probes Community Involvement with Local
Snowboard Company
Mayor Aaron Huckstep Writes Letter to Town Hoping for High Community
Involvement in Never Summer’s Local Showcase
(Denver, CO 20170320) –“My fellow Buttites, I am here asking for you to come to
the Always Winter Showcase on April 1st
. As many of their Snowboard Team
Members are from Crested Butte, I am asking for your involvement and support to
this team and company. The event will a great gathering for us locals and their will
some of out favorite restaurants in attendance. Grab a brew from The Last Steep, a
pulled pork sandwhich from Butte 66, a slice from Brick Oven, and some pork belly
tacos from Teocalli Tamle.

I would not be asking for your support of this event if it didn’t mean a lot to me and
many community members. Never Summer has been a huge community booster in
the past and has put on this event to give us the opportunity to get together with
one another. I want you all to be as invested in this event as I am and as supporter
as possible. It means so much that Never Summer wants to enrich our community.
They will also be taking donations for a local nonprofit, the United States Deaf Ski
and Snowboard Association. We have several community members, whom you may
know who participate in the programs that the USDSSA puts on each year. While
Never Summer itself holds a special place in out hearts, the USDSSA also hold a
special place. The USDSSA has enrich many community members lives and giving
back to this amazing organization is a great cause.
Once again, I ask that you join me in supporting Never Summer in their Always
Winter Showcase on April 1st
.
Thank you and I can’t wait to see you all there,
Mayor Aaron Huckstep”

The event is supposed to be a huge community involvement effort. Not only will
there be local food vendors, there will also be a local DJ.
37

There is also an opportunity for customers to win VIP tickets for the event. Each
person who purchases a Never Summer product before the 30th
will automatically
be put into the drawing to win the tickets. For more information on the contest go
to www.neversummer.com/alwayswintervip.

sell our products.
(303) 3200170
###

To be released to:
The Denver Post
Daily Camera
Summit Daily
Rocky Mountain News
Crested Butte News
38

Tactic 6: Facebook Post about Always Winter
39

Instagram Post about Always Winter
40

Tweet about Always Winter Event
41

Always Winter Event Final Poster

42

Strategy 3:
Tactic 1: YouTube Storyboards
43

Tactic 2: LinkedIn account for blog posts, YouTube series to be posted here.

We will create a professional LinkedIn account where you can post blogs about
industry news, the YouTube series will be featured on here, as well as blog posts
written by the team.
46

Mock Blog Post Topics:
1. New products and boards
2. Team Bios
3. Never Summer’s favorite mountains to board
4. Opinions on new technology in the snowboarding industry
5. Recap of Winter X Games
6. Any events that Never Summer is hosting
47

Tactic 3: Invitations for the event and list of influencers:
48

Social Media Promo: Facebook
49

Social Media Promo: Twitter
50

Press Release/ Email/ Pitch Letter:
Email to John Meyer Sports Writer at The Denver Post.
jmeyer@denverpost.com

Subject: Snowboarding Documentary Premiere Screening

Dear John,

Your recent articles about winter sports is right in with Never Summer’s
Documentary release party.  Your readership would be interested in this exciting
event and the opportunity to meet Never Summer’s snowboarding team. The
attached press release includes all the information about this event. Thank you for
your time.

Sincerely,

Jessie Simms
Three Blondes PR
3033333333



John Meyer Bio
John covers Olympic sports, endurance sports, and winter sports for Denver Post
and Denver Post Sports. In his free time he is a runner, cyclist, skier and
mountaineer.

51

Jessie Simms
Three Blondes PR
303-333-3333
For Release 2016-05-15
Take a Visual Journey and Relive Winter at Never Summer’s Documentary
Release Party
The shredding season doesn’t have to end just yet, This exciting event will take
place at the Boulder Theater May, 21 2016.
Boulder, Colo. (20160515) –Never Summer announced today that they will be
hosting a YouTube documentary release party next weekend at the Boulder
Theater.  Join Never Summer and relive this past season with a threepart YouTube
series release viewing party. The entire Never Summer snowboarding team will be
there and following the screening a question and answer will take place. The series
features three videos that showcase Never Summer’s team talent, personality, and
favorite gear. The event is free to the public and the doors open at 6 pm.

Never Summer is excited to showcase their products and talent to consumers
interested in snowboarding. Andrew Buergin, a snowboarder on Never Summer’s
team said, “we had a lot of fun filming these videos. I am excited to see how they
turn out and see how the local community reacts to them. It has been a fun ride
this season and I love getting to talk to people in the community about the thing I
love to do.” Guests will get a chance to meet the entire team and take photos after
the screening.

The event will fully immerse you in Never Summer’s brand. There will be a popup
shop featured so any attendees can purchase new boards on sight. Attendees will
get to see Never Summer’s products up close and get to see them in action. Never
Summer wanted to do something local for the local community and Boulder Theater
was the perfect venue. Guests will come in and hang out. Joe Blow, executive at
Breckenridge states, “It’s been fun having the team on our mountain this season.
I’m excited to see how this series shows off their talent.”

The question and answer portion will be lead by Never Summer’s founder Tim
Canady and will feature questions taken from Never Summer’s twitter. Tweet at
Never Summer your question that you have for one of our team members for a
chance to get it answered at the event. The team will be sticking around after the
question and answer to talk with the community on a more personal note. They are
willing to sign any Never Summer products and take pictures with guests.

Food and drinks will be available for purchase at the event, but each person in
attendance will get a free bag of popcorn to enjoy. Sit back and relax and watch
52

some awesome videos all shot with GoPros of Never Summer’s team as they enjoy
what they do best; Snowboarding.

sell our products.
(303) 3200170
###

About Andrew Buergin:
Andrew Buergin is on Never Summer’s Snowboarding team his home mountain is
Crested Butte. He has been snowboarding for 20 years and grew up in New Boston
NH. He is currently living in Crested butte CO. When He can't ride, I like to play
drums, skateboard, golf, and camp in the mountains.

About Breckenridge
Breckenridge is apart of Vail resorts: With five huge peaks spanning 2,908 acres,
Breckenridge skiing has something for all abilities and interests. Every beginner and
intermediate trail is groomed nightly so you can enjoy endless turns throughout
your day. Or, ride North America’s highest chairlift, the Imperial Express, up to the
high alpine bowls for unforgettable views and steeps. If you’re looking for terrain
parks, Breckenridge has four—one for every skill level.
Joe Blow
Toll Free: 1800789SNOW (7669)
Local:(970) 4535000
Email: breckinfo@vailresorts.com

To be released to:
The Denver Post, Daily Camera, Snowboard Colorado
53

Strategy 4
Tactic 1:
Caroline Martin
Three Blondes PR
303-333-3333
For immediate release
10 Surprising Ways to Buy Local
Supporting local businesses is the best way you can support the economy and some
of their products are too bad either
1.     Never Summer Snowboards
If you’re a boarder the easiest way for you to buy local is buy supporting Never
Summer. They are located in Denver and all of their boards are handcrafted there.
Each one of their boards are made with the Carbonium Laminate Technology, which
combines an advanced top and base carbon matrix to maximize torsional response
and strength where it’s needed most. Why not support your local board shop so
they can support you down the mountain?

2.     Bio Green Clean
The first 100% natural household cleaning product is made right here in Colorado.
Bio Green Clean is a, heavyduty, nontoxic, multipurpose cleaner that actually
outperforms other cleaning products, even those with harsh chemicals. This
company gives you the chance to purchase cleaning products that aren’t harmful
for your family, as well as supporting a local business.

3.     Coors Brewing Company
Whether you want to try one of their newer craft beers or keep it classic with a
Coors Banquet, supporting a local business is easy with Coors. Founded and brewed
here in Colorado, Coors is one of the most famous icons of Colorado’s history. You
can even take tours of their breweries and do taste testing if you’re 21 or older!

4.     Justin’s Nut Butter
Peanut butter is perfect for a school day lunch or a protein packed treat so why not
support a local company while you’re at it. Not only does Justin’s have many
different nut butters, they are all also organic and natural and made with only three
ingredients. Jiffy can’t compare when Justin’s offers better nutrients and better
taste!

5.     Frontier Airlines
Headquartered in Colorado, Frontier Airlines offers a great flight experience at
affordable prices. Not only are you getting a bang for your buck, you’re supporting
54

a local company too! Nothing feels better than a $49 flight to Tucson and some help
to your local airline.

6.     Core Power Yoga
Started in Denver, Core power yoga offers plenty of classes for newbies and the
yogis alike. Their classes are now in over 140 studios nationwide and offer an
incredible workout experience. Not only do their classes kick ass, they offer a free
week to those who are hesitant to begin. Check out your local Core Power for the
workout of a lifetime.

7.     Smartwool
Everyone knows Coloradans love the outdoors and with 300+ days of sunshine,
who can blame us? Smartwool is most famous for their socks, crafted for the
activities you love, but they also offer a wide variety of clothing from pullovers to
sports bras. Support your local Smartwool and stay warm on those 50
sunshinefree days.

8.     Celestial Seasonings
Nothing beats a warm cup of tea on a cold Colorado day or a chilled iced tea on
warm summer day. Celestial Seasonings has everything a tea lover could dream of
and more! Started in Boulder, they’re only a hop and a skip away from Denver and
have free tours. Stop in today and try some of their famous brews!

9.     Chipolte
Even though Chipolte may have had a slight EColi break out, they still have the
best burritos around! Started by three CU Boulder grads, Chipolte has over 2,000
restaurants in the United States. Each one of their restaurants has handcrafted
burritos made with local ingredients. And no, you’re not going to get EColi.

10.  Otterbox
If you’ve ever dropped your phone, you know how annoying and costly it can be to
replace it or the shattered screen. Otterbox, made locally in Colorado, can fix that
problem. Their cases, for phones and tablets, are designed to take the shock of a
fall and protect your phone from damage. Keep your phone safe and keep your
purchases local.
###


To be released to:
The Denver Post
Daily Camera
Summit Daily
Rocky Mountain News
55

Tactic 2:
Caroline Martin
Three Blondes PR
303-333-3333
Dear _________,
It was great meeting you the other day! Did you know there are only four local
ski and snowboard industry leaders? Of these four, Never Summer Industries is
by far the local leader and is a popular brand locally and seminationally. They are
reached this position by the interesting business tactics including adding more
attention to the quality of their resources and craftsmanship of their
products.

Never Summer, unlike most brands in its realm, has risen to fame from their
excellent products and presentation. Burton, being one of their competitors, is
a more wellknown name in the snowboard industry. This is simply because of
the amount of promotion and hype they put into their production and sales.
Never Summer’s dedication to their brand and movement with new
technology has given them a significant leg up on their competitors. Each one of
their boards are specially handcrafted in their factory in Denver. There will be
a special press conference at their factory in Denver for the unveiling of Never
Summer’s newest board technology. I would love to give you the exclusive
story if you are interested.

Here are some quick facts: Designing and building snowboards since 1983, Never
Summer has years of experience in testing and perfecting their snowboard
designs and construction methods. They recently took their experience with building
snowboards and brought it to the world of longboarding. The end result of that
experience coupled with a close working relationship with the world’s leading raw
materials manufacturers and engineers allows them to bring consumers the
most durable, high performance boards on the planet! Here are some things
we can offer you:
   A special tour of the Never Summer Factory along with VIP access to the
Special Guests tent
   Exclusive before and after interview with Tim and Tracey Canady
(Cofounders of Never Summer Industries)
   A special interview with Never Summer’s Snowboard team

I look forward to hearing from you and I will call Monday to check in. Have a great
weekend!

To be released to:
The Denver Post – John Meyer (Olympics/Skiing)
Daily Camera – Matt Sebastien (Editor)
Summit Daily Kevin Fixler (Ski industry)
Rocky Mountain News – Editor
56

Tactic 3:
Caroline Martin
Three Blondes PR
303-333-3333

Dear _________,
It was great meeting you the other day! Did you know that over 200 Deaf
Community members gather in Breckenridge, Colorado, every year? The
United States Deaf Ski and Snowboard Association hold an annual convention in
Breck and this year, Never Summer Industries will be sponsoring the event.

This event is held in order to encourage young deaf skiers and snowboarders
to participate by providing them the opportunity to train, race, and eventually
go to the Winter Deaflympics. One of the ways Never Summer will be
sponsoring this year’s event is by giving away 5 free snowboards to attendees.
There will be a special presentation to those who win the snowboards. I would
love to give you the exclusive story if you are interested.

Here are some quick facts: Founded in 1968, the United States Deaf Ski and
Snowboard Association (USDSSA) provides a means for deaf people to get
together and share their love for skiing and snowboarding and sponsor races
for deaf skiers. The Deaflympics are held every four years, and are the longest
running multisport event excluding the Olympics themselves. Never Summer
will be sponsoring this year’s event and will be sponsoring the upcoming
Winter Deaflympics Snowboard Team.

Here are some things we can offer you:
On the stage access for the presentation along with VIP access to the
Special Guests tent
Exclusive before and after interview with Ellen Roth (President of USDSSA)
A special interview with past Winter Deaflympics Snowboard Team

I look forward to hearing from you and I will call Monday to check in. Have a great
weekend!

To be released to:
Rocky Mountain News – Editor

Tactic 4:
57

Jessie Simms
Three Blondes PR
303-333-3333

Designing and building snowboards since 1983, Tracey and Tim Canaday
found their passion.

We caught up with Never Summer’s cofounders and learned what a day in the life
of looks like.

Denver, Colo. (20160424) –Tim and Tracey Canady began making their own
snowboards while taking a high school wood shopping class. They now are the
cofounders of Never Summer. The company is named after the Never Summer
mountain range in Colorado, where snow can be found year round. Their motto is
focusing less on excessive promotion and hype, and more on using the highest
quality materials, craftsmanship, and customer service. They have created the
world’s premier independent board company. We were able to catch up with the
two of them and learn what it is like to be the cofounders of Never Summer. *

Q: How long have you two been into snowboarding?
A: Tim: “I’ve always enjoyed snowboarding. I really got into it when I was in high
school. But that was when snowboarding was not as big of a sport as it is today.”
Tracey: “Yeah, We have both been big into winter sports and I am an adrenalin
junkie so I think I have been boarding for over 20 years.”

Q: What was a big break for you guys as far as for the company?
A: Tim: “I think a big turning point was when snowboarding was officially
recognized as a sport in 1985, it allowed us to turn our hobby into a business. We
launched in 1991.”
Tracey: “I agree with Tim, but also in 2010 we were awarded a patent for our
Rocker & Camber design. That was a big moment for Never Summer as a
company.”

Q: What sets you guys apart from other snowboarding companies?
A: Tim: “We knew that outsourcing production would be cheaper but we truly
believe in having durable quality products so we keep our production local so we
have full control.”
Tracey: “We also are always looking at new designs and new ways to be innovative.

Q: What’s your favorite part about living in Denver?
Tim: “I love the Colorado culture. It truly is unique, and being able to drive up to
the Mountains to shred on the weekends is amazing!”
58

Tracey: “Being outdoors you can not beat the 300 days of sunshine. It actually is an
amazing place to live.”

Tim and Tracey enjoy the outdoors and when they are not working you can find
them outside in the mountains. Both brothers started building snowboards in their
teens and before they established Never Summer they established Swift
Snowboards with their friend. Both Tim and Tracey love what they are doing and
are true entrepreneurs.

sell our products.
(303) 3200170
###

*all quotes are made up and if hired we would interview and get real quotes

To be released to:
The Denver Post
Summit Daily
Snowboard Colorado Magazine,
Transworld Snowboarding Magazine

59

Tactic 5: Pitch Letter; Release to The Denver Post – John Meyer (Olympics/Skiing), Daily
Camera – Matt Sebastien (Editor), Summit Daily - Kevin Fixler (Ski industry)
Jessie Simms
Three Blondes PR
303-333-3333
Dear ________,


I hope your week is going well. It was nice talking with you the other day. Did you
know there are hundreds of kids in Colorado do not have the same opportunity to
learn how to snowboard because of disabilities they have? There is a program
called Ignite Adaptive Sports that helps these kids get to experience the
thrill of winter. Never Summer is teaming up with Ignite Adaptive Sports.
The Never Summer snowboarding team will be volunteering with the program next
season and we will be hosting an event to kick the season off.

The kick off event will be in January 2017 and there will be activities for
the family. The team will be hosting meet and greets and also will be interacting
with the participants in Ignite Adaptive Sports. The event will also feature a
demonstration by our team. Your readers will enjoy learning about this local
company's outreach to their local community. Never Summer is giving back and
making an impact in Colorado’s own community.

Some quick info: Ignite Adaptive Sports provides instruction in alpine and
crosscountry skiing and snowboarding to people with cognitive and physical
disabilities. This program aims to enhance people with disabilities quality of life. The
Never Summer team will be volunteering and giving lessons to people with
disabilities and will be on the mountain snowboarding with them to ensure safety.

Here are some assets we can offer you:

Tickets to our event
Early access to our event
Interviews with the Never Summer team and Interviews with the participants
Spotlight story on Mary, one of Ignite Adaptive Sport’s students who has a
vision disability.
Photos of our events, team members, and participants
Statistics about Never Summer and our products
Statistics about Ignite Adaptive Sports and their services
Exclusive access to the demonstration
Interviews with Never Summer’s cofounders

60

I look forward to hearing your thoughts and will follow up with a phone call this
Friday.

Sincerely,
Jessie Simms
Three Blondes PR
3033333333


61

Tactic 6:
Release to: Denver Post sports features editor, snowboarding town newspapers (ex.
Breckenridge, Keystone, Vail, Aspen, Loveland, etc.)
Mary Lawhorn
Three Blondes PR
303-333-3333

Hello _____,

Did you know that SOS Outreach has helped over 36,282 at risk youth develop
crucial leadership skills and foster selfconfidence since 2013? Did you also know
that they are headquartered in Avon Colorado and have a huge network of
volunteers to help host events and companies to sponsor them?

This upcoming weekend, on December 13, SOS will hold one of their signature
events, “SnowCore” at Vail Resort Mountains. SnowCore is an introductory winter
program that provides the at risk youth that the nonprofit serves with a 12 day
ski or snowboard trip. Sponsors donate all the equipment necessary for the day,
eliminating the cost of clothes, gear and the actual ski’s or snowboards.

This year SOS has a special sponsor, Never Summer, the snowboarding company
headquartered in Denver. The company, founded and owned by brothers Tim and
Tracey Canaday, will donate over 200 snowboards for the event, and will be
sending some of their sponsored snowboarding team to give lessons to the youth in
attendance.

The event is expected to host 400 at risk youths that would not have had such an
important opportunity without SOS. The Canaday brothers said, “We’re really
excited to get to sponsor such an awesome event like this. We were both around
some of these kid’s age when we found our passion for boarding and we hope that
by helping make this day exciting that maybe some of them will find their passion
too.”


62

The event will take place on December 13 at Vail Ski Mountain and both the
program director of SOS outreach and the Canaday brothers will be in attendance
for further questions. We would love to get you a day pass to ski or snowboard with
some of the kids and get some more information on what the program is all about
so let us know if you would be interested in this opportunity. I have attached bot
SOS’s website and contact information as well as Never Summer’s. Feel free to
email or call me with any other questions you may have.

Hope all is well, I look forward to hearing from you, and I will give you a call this
Friday.

Thank you,
Mary

SOS Outreach:
450 Miller Ranch Road, Edwards, CO 81632
970.926.9292
sos@sosoutreach.org
http://sosoutreach.org

Never Summer:
Info@neversummer.com
http://www.neversummer.com
63

Tactic 7:
Send to Snowboarder Magazine, Transworld Snowboarding magazine, Denver Post,
Snowboard Colorado magazine.
Mary Lawhorn
Three Blondes PR
303-333-3333
Local Colorado snowboarding companies bring new technology to market.
Three of the biggest local Colorado snowboarding companies are bringing new
technology and innovation to a national level.
(Boulder, Colorado April 12, 2016)  Three of Colorado’s most influential
snowboarding companies are changing the industry as a whole with their innovation
and new technology in hopes of attracting more people to the sport than ever
before this upcoming winter season.

Snowboarding is an everevolving sport, with an even more evolving industry
behind it. With Colorado being one of the premier snowboarding and skiing
destinations in the country, it is no surprise that the innovation and new technology
is coming from local companies OZ Snowboards, Venture Snowboards, and Never
Summer.

OZsnowboards is one of the most eco friendly boarding companies in the state,
much less the country. Their factory is 100% powered by wind, they use USDA
certified biorenewable epoxy resin sourced from waste streams, and they even use
recycled plastics in some of their snowboards. Their company strives to be more
environmentally friendly and make their boards extremely durable. Founder Adam
Browning said, “I had one goal in mind and that was to make a better snowboard.”
One unique part of their snowboards, is that they use metal edges all around their
snowboards to make them more durable, and their snowboards are made from full
length tip to tail poplar stringers, meaning that their snowboards are all one piece
rather than two which makes them less likely to break. This is one company that is
definitely willing to spend more money to make a higher quality product for their
customers and that shows in their reviews.

Venture snowboards:
Venture snowboard was founded in 1999 in Silverton and has a unique aspect to
their company; “the ShapeShack.” While some companies have board meetings and
brainstorming sessions, Venture has a room for experimenting where people
essentially brainstorm every day. Employees and artists working for the company
report to the Shape Shack every day to work on new shapes for boards, new
artwork, and ways to make boards lighter, stronger, faster and more durable. This
is where they came up with their Straightline rocker technology, which is modeled
after the style of a surfboard to provide a “playful surfy ride, but plenty of control
and edge grip when you need it.” One of the unique things about Venture is that
64

they manufacture their boards on a snow mountain, which means that their boards
are made by snowboarders, for snowboarders, and can practically guarantee high
quality.

Never summer:
Never Summer has already changed the game once with their Rockercamber
design that they patented and released in 2008, but this year they are rolling out
an even bigger innovation with their “3 is better than 2 idea.” Never Summer is
improving on their rockercamber idea by introducing the idea of three pressure
points instead of two. This is going to give snowboarders more pivot power and
control than ever before.  Never Summer is one of the most influential
snowboarding manufacturers/ companies in the state, as they produce over 22,000
snowboards in their warehouse in Denver. This provides for improvements to be
made much easier to their boards since they are produced here rather than
overseas. Professional snowboarder and sponsored athlete Austin Gibney said, “ I
had plenty of sponsorship opportunities from boarding companies but I signed with
Never Summer because they’re one of the most innovative and growing companies
and I prefer to buy local.” Perhaps the most important aspect of this innovation
though, is that since Never Summer manufactures boards for other Colorado
companies such as High Society Freeride, and many other Colorado companies,
anyone who buys local will benefit from the new technology.

OzSnowboards:
4880 Robb St
Wheat Ridge, CO 80033
(720) 204 1769
started in 1993 Oz snowboards is located in Wheat Ridge, Colorado, and their motto
is:
“We are committed to building the highest quality snowboards using the best
components available.”
http://www.ozsnowboards.com/collections/splitboardgear

Venture Snowboards:
The only thing our team loves more than building snowboards is riding snowboards.
Venture was founded in 1999, beginning our lifelong pursuit of crafting unrivaled
snowboards for maximum mountain enjoyment and performance. Every Venture is
handcrafted by snowboarders in our Silverton, Colorado factory and tested in some
of the most demanding terrain in the lower 48. The mountains dictate the design;
countless hours of rider R&D go into every product. Fortunately for us, “R&D” in this
case equals snowboarding.
http://www.venturesnowboards.com/

Never Summer:
3838 Eudora Way, Denver, CO
80207 USA
info@neversummer.com

65

The end result of our experience coupled with a close working relationship with the
world’s leading raw materials manufacturers and engineers allows us to bring you
the most durable, high performance boards on the planet! Each board is carefully
handcrafted in our Denver, Colorado factory to precision tolerances. Our domestic
manufacturing and our ability to improve upon existing technologies resulted in
Never Summer being awarded the first patent on any type of hybrid camber
technology. We allow only the world’s best snowboard shops to sell our products.
http://www.neversummer.com/company/

###

66

Contact Information
Jessie Simms | Caroline Martin | Mary Lawhorn
Email: 3blondespr@pr.com
Phone: 303-333-3333
Jenna Malmquist
Email: jenna@neversummer.com
67

Never Summer Public Relations Project.

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Never Summer Public Relations Project.