More than sixty retailers from around the country came to Jackson Hole, Wyoming January 16-19, 2001 for Rossignol’s Snowboard product launch. Although powder slashes were few and far between, there was plenty of good snow and keg beer to be had.
In true Rossignol style, the company treated retailers to a raging house party upon arrival, where the cops would most certainly have showed up if that kind of behavior wasn’t fully condoned in Wyoming.
The next morning, Rossignol Snowboard Division Manager Dane Hjort unleashed a strong 2001/02 product line that included boards, boots, and bindings for every kind of rider. Hjort emphasizes the company’s boot and binding line as rounding out a complete package for retailers: “Rossignol wants to give the retailers the entire package to pass on to the consumer,” he says.
Retailers were duly impressed by Rossi’s traditionally performance-oriented boards that are now backed by input from a stronger-than-ever freestyle team.
After the initial line introduction, a two-day shred-a-thon ensued in which retailers tried out the new equipment, and pretty much everyone found something they really liked riding. Teamrider Jeremy Jones was there to show groups of unsuspecting retailers around the mountain, and make sure they took full advantage of the terrain with a few hikes into the backcountry.
In a marketing-plan presentation on the final morning of the trip, Rossignol Vice President of Sales And Marketing Steve Dudley outlined plans to step up the company’s marketing campaign with ads supporting the boot and binding program and the development of a strong b-team. But according to Dudley, Rossignol will remain a performance-driven brand that focuses on team input and quality—”We’re confident that product performance will become more important than hype,” he says.
In the end, Christine McConnell and the staff of Rossignol did a really great job of ensuring that whiskey was consumed, cowboy hats were worn, and everyone experienced the lawless state of Wyoming in all its glory.