New Center of the Outdoor Universe?

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Carbondale is more than your average cowtown.

Carbondale is more than your average cowtown.

Boulder, CO? Jackson, WY? Ogden, UT? Asheville, NC?

With self-appointed beautiful people, hipster culture and scenic backdrops, the search for the next great outdoor mecca/center of the universe has ended. In a recent poll released this morning – Carbondale, CO edged out Everest Base Camp as the most happening outdoor spot on the planet.

Why?

Largely due to the 5 Point Film Festival little ole Carbondale, once known only for its roughneck miner bars and hippie festivals, has hit the big time. Visiting dignitaries Conrad Anker, Timmy O’Neill and Lynn Hill banded together with CO locals Chris Davenport, Brad Ludden and Ian’s better half Sari Anderson, to share rowdy surf, climbing, cycling and adventure film experiences.

The crowd ranged from Tyler Bradt – who just set a kayaking world record with a 186 waterfall drop, to Dr. Geoff Tabin of the Himalayan Cataract Project, Mark Godley of Big City Mountaineers and artist Jenny Lowe-Anker.

Over breakfast this morning with the New Belgium Brewery crew – who were visiting for 5 Point and National Bike to Work Week (on CNN ireport) – discussions ranged from the Glenwood surf wave to riding single track and spring climbing conditions in Rifle.

Real esatate in the Carbondale area is at a 5-year low….

Posted in: Backbone Adventures, Colorado \ Tagged: , , ,

The Social behind the Media

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Sitting down for our Monday morning huddle it quickly became apparent that there is a ton of authentic “social” behind our media. Before diving into best practices and this months emerging trends in SM, we shared a shakedown of the weekend’s activities.

Bday girl Lori Spence and Kaya the Wonder dog play in the powder

Bday girl Lori Spence and Kaya the Wonder dog play in the powder

JLD, Mavis, Greg, Kara, Jess and Penn all skied deep pow in Highlands Bowl Saturday. JLD and Penn skied again Sunday, while the others opted for cycling. Meanwhile Jess D and Dax hit Winter Park and Teton Pass respectively. Nate got knackered fly fishing (a rarity) and Sue had a successful turkey shoot. Angus was coaching and competing in climbing comps and Lindsay juggled track meets and coaching the next generation of soccer stars.

Sue and her friend Tom

Sue and her friend Tom

What about Sarah? She is sunning in Barbados.

As for the meeting this morning? Good progress lots to do and a few good links on how to use and NOT use twitter.

Posted in: Backbone Adventures, Colorado, Fishing, Hunting, Skiing

Carbondale’s Sopris Sun in the LA Times

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Lately, you can’t read the news without seeing another troubling headline about the recent death of a newspaper or magazine.  It doesn’t matter how small or how big, print media is in peril.  It’s sad to see and it is indicative of a larger trend.  Once these papers shut down, it’s unlikely they will ever resurface.

soprissun

Amid the doom and gloom and against all odds, the Sopris Sun emerged as a brand new weekly catering to our small community of Carbondale, Colorado.  Our previous local newspaper, the Valley Journal, shut down just before Christmas leaving our happenin’ little town with no voice.  This didn’t settle well with our grassroots oriented mountain town.  Within a few short weeks the Sopris Sun was organized as a non-profit, sustainable community entity, with Trina Ortega as the Editor.  The Board reassured readers that it intends to be a profitable venture.  The non-profit classification, however, protects it from the same fate that brought down it’s predecessor.

Now in its seventh week, the Sopris Sun is going strong and today the start-up was highlighted today in the LA Times.

Backbone Media wishes the Sopris Sun well.  Two Backboners are occasional contributors to the paper, with Jessica Downing covering the local arts and humanities beat and Sue Melus covering the hook and bullet scene.

Posted in: Colorado

Boa® Technology Adds Backbone Media, Marketing Muscle

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Boa® Technology, Inc., makers of the award-winning, patented Boa® Lacing System, has retained Backbone Media, of Carbondale, Colorado, to manage all public relations efforts. The move follows the recent hiring of industry veteran Garett Graubins as Marketing Manager.boa_primary3

“We needed a partner that thoroughly understands online white label website development techniques and the many categories in which we play, knows our product first-hand, and is not afraid to challenge the status quo,” said Boa Technology Founder and CEO Gary Hammerslag. “Backbone’s ability to do all of the above impressed us and we’re thrilled to begin work with them.”

With offices in Steamboat Springs, Denver, Colorado and Tokyo, Japan, Boa Technology, Inc., is the creator of the award-winning, patented Boa Lacing System. The revolutionary Boa® Lacing System optimizes boot design and enables a more “dialed in fit”. The ultimate result is superior performance and a level of customizable comfort never before experienced in the snowboard and ski boot industry.

“Boa Technology is a highly innovative ingredient brand with a focus on performance,” comments Nate Simmons of Backbone Media. “We look forward to working with the Boa team and their partners as we leverage existing momentum and expand to new markets.”
Continue Reading →

Posted in: Client News, Colorado, Skiing, Snowboarding \ Tagged: ,

Form vs. Function and PR 2.0

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shoebox

Molded pulp shoebox - cool design, but not sustainable to produce.

Newton Running has recently been featured in dozens of environmental and packaging blogs (yes, blogs about packaging) with a story about their cool, eco-friendly, molded pulp shoeboxes. The story reached a fever pitch with a re-post on treehugger.com.

One problem though, Newton never actually produced those shoeboxes.

Turns out Newton’s ad agency submitted the shoebox to several design awards, and won. The box was also featured in the uber-cool Communication Arts magazine.

As is often the case, Newton learned that the ‘green design’ of the pulp shoe box was not very sustainable to produce. Not only were the pulp boxes significantly more expensive to make, but they are produced far from the footwear factory and they would dramatically increase overall freight costs because they do not stack in containers, warehouses or retail stores efficiently.

Newton has instead developed a new rectangular shoebox that is produced from 100% post consumer waste and uses soy-based inks. The new packaging is easy to store and ship, it’s lightweight and it’s easy to break down and recycle. Rather than tissue paper, they’re using recycled cardboard inserts (scraps from the box die-cut) to protect the shoes.

New suistainable shoebox

New sustainable shoebox

In an old PR model, all the coverage of the award-winning pulp shoebox would fit under the heading of “any publicity is good publicity.” Sure, Newton could have issued a correction in a press release, but it’s unlikely anyone would have picked it up. However, in the world of 2.0, where news is featured on blogs, forums and twitter posts, we were able to respond to this story in real-time. We set about posting comments on any site that featured the pulp shoebox story, explaining Newton’s decision to use a recycled, rectangular box, and directed them to the Newton blog for the whole story. This resulted in numerous online discussions, several new, accurate stories like this, a spike in traffic on the Newton blog and at least two interviews with Newton reps for editorial features in traditional media outlets.

Is your PR ready to step outside the box?

Posted in: Backbone Adventures, Client News, Colorado, Design, Environment, Fishing \ Tagged: , , , ,

An Action Packed Weekend for Kästle

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kastle-ski-shot

Last Friday, a slew of journalists hit the slopes at Copper Mountain to dust off the cobwebs and test out some of Kästle new 2008 skis. The conditions couldn’t have been better with over five trails open, no lift lines, and clear skis. Journalists were able to test out several skis while taking numerous laps with Kästle athlete, Chris Davenport.

Last Lift Ride of the Day
Also, present was Kästle’s R&D director, Oliver Binder who came especially for the event to answer questions regarding the designs and development of Kästle skis. Overall, the day was a great success; numerous skis were tested, we closed down the mountain and no one experienced their first crash of the season.
Oliver awarding Hamilton Sports

Saturday, the Kästle crew relocated to Aspen to award Bill Miller, owner of
Hamilton Sports with Kästle’s 2008 Retailer of the Year. The award recognizes the top North American Kästle retailer with the strongest Kästle sales in the 2007/08 ski season. Hamilton has been a stand out retail shop since becoming a Kästle dealer in 2007.

Congrats Hamilton Sports!!

Award

Posted in: Client News, Colorado, Skiing \ Tagged: , , ,

ESC and InPower Systems Launch Smarterbuilding.com

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home22Colorado-based Electronic Systems Consultants and InPower Systems are pleased to announce the launch of Smarterbuilding.com.

Launching today, Smarterbuilding.com will connect professional architects, designers and alternative energy experts with enthusiasts and consumers to discuss progressive building projects and ideas that push the boundaries of innovation in technology, materials and energy.

The blog will be an open forum where experts and consumers can contribute ideas, project portfolios or innovation with the building community. Electronic Systems Consultants Principal Anson Fogel, and InPower Systems Principal Jim Raras will lead topics ranging from the latest technologies for simplifying home control to alternative energy solutions and modern design. Smarter Building will also highlight weekly, local and national studios leading the way to more environmental friendly architecture and design in the United States.

“We created this blog with InPower so that local Roaring Fork Valley residents and professionals could share insight on local and national green design, technology and energy issues,” said Anson Fogel.

Posted in: Client News, Colorado, Environment, Interesting Read \ Tagged: , ,

Dav in Drag

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Just when you thought you have seen Chris Davenport at his best, he comes dressed to impress for the sixth annual NEPSA Video Awards in Aspen, Thursday night.

To see more of Davenport, make sure you check out Saturday night’s Matchstick Productions, Claim, here in Aspen where one hopes to see Chris in his normal ski attire.

Looking good Dav!

Posted in: Client News, Colorado, Skiing \ Tagged: , , , ,

In Love with a Shoe

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Newton Running is a little Boulder shoe company that has been making big waves in the running shoe world since their launch two years ago. Along the way they’ve garnered an evangelical following of runners who sing the shoe’s praises…sometimes literally.

One happy customer liked her shoes so much that she penned lyrics to a song about Newton Running, sung to the tune of Gavin Degraw’s pop hit, “In Love with a Girl.”

If you don’t know the tune, here’s the video. Much to my co-workers chagrin, I actually played the music and sang along with the Newton lyrics…they fit amazingly well.

Ode to my Newton Training Shoes
(To the tune of Gavin De Graw’s song “In Love With A Girl”)

So many shoes gonna look like they want you,
Try to get you thinking they’re really fast.
But there’s nothing like the fit of the one that has put in the time
And you know its gonna be there.

Back your forefoot when no other shoe does it,
Don’t let nobody slow you down, when your fast.
There’s no pain in protecting your pace,
From the 5 to the Tri to the runners high.

I’m in love with a shoe who knows me better,
Fell for the color just when I met her.
Took my sweet time when I was at the store,
Newton understands…

And you know how to treat my toes right,
Not too loose and not too tight.
Helps me to soar when I’m in flight.
Newton understands me.

I’m in love with a shoe (I’m in love with).
I’m in love with a shoe (I’m in love with).

Read Sing along with the rest of they lyrics here.

Posted in: Client News, Colorado \ Tagged: ,