Roxy Creates Signature Room At The Block

February 18, 2004, South Lake Tahoe, CA – ROXY CLOTHING has created a signature room at THE BLOCK, namely room 225. A signature room is a room envisioned, created and branded by the parent company in ways never before seen in the hotel industry. The room design was created by Roxy vice president of visuals Steve Jones and team. “We wanted the room to be a natural extension of the Roxy brand” says Steve Jones “This is a great opportunity to flesh out our brand in a different context” he says. Pictures will be available on the hotel website by February 28, 2004. Launched in 1991, Roxy is Quiksilver’s junior girl’s line, it is dedicated to active living and the extreme sports lifestyle. The line, which is designed by Dana Dartez is created with the young girl in mind…progressive yet embracing all elements of life. The clothes range from basic surfwear and snowwear for sport and style to vintage inspired, forward sportswear. The Roxy girl is involved in surf and snow sports and demands a girly fit and functional wear.

THE BLOCK is “The Worlds First Snowboarder Hotel” created created by Professional Snowboarder Marc Frank Montoya and Veteran Hotelier Liko S. Smith. THE BLOCK hotel has 50 rooms, two second story decks, room balconies with exterior music, a rooftop hot tub, free high speed access and wireless terminals as well as complimentary CLIF BARS, “Whoop Ass” energy drinks and Campbells “Soup at Hand” for all guests. In room amenities include cordless phones, CD players, DVD/game consoles board pegs and boot dryers as well as balconies and covered parking.

“Ha!.. What? You thought we only cared about guy snowboarders or somethin’?! Sh*t, we’re all about the girl snowboarders around here, dog! If the girls are happy and havin’ fun hangin’ out and smilin’ at THE BLOCK, then we’re all happy! And you know this,,, MAN ! says Marc Frank Montoya, owner and founder of THE BLOCK.

“Partnering with Roxy was the best thing we could do as a snowboarder hotel” says Liko S. Smith, managing partner of THE BLOCK. “Marc and I wanted to bring the genders together with gritty style, nobody we thought of could do it better,..we’re thankful” he adds.

Other room sponsors include Jones Soda Co., Flow bindings, Zoo York, Transworld Snowboarding Magazine, Vivid Video, Section Outerwear, Spy Optic and Marc Frank Montoya. All sponsor rooms are scheduled for completion by March 2004.

The hotel is located 1 block from the Heavenly Gondola in S. Lake Tahoe at 4143 Cedar Avenue, directly adjacent to Harveys/Harrahs Casinos as well as the incoming convention center scheduled for 2005.Reservations at THE BLOCK can be made by calling 530.544.2936 or online at or Email is