In order to kick off its new series of Grateful Dead-inspired boards right, Burton had to think big. This meant transforming its Los Angeles flagship store on Melrose Avenue from a simple retail outlet into a full scale Dead party. Even before the gates opened Thursday, October4, there was a line of people wrapped around the building. The first 100 guests received a free gift bag, complete with a Grateful Dead T-shirt and an album of unreleased tracks.
For those lucky enough to receive an invitation and get inside Thursday night, there was excellent food, free drinks, and of course, an endless supply of Grateful Dead jams. Many were dressed to match the theme, and the Deadhead in us all came out in full force as soon as the speakers started blasting tracks like Sugar Magnolia and Scarlet Begonias. DJ Turquoise Wisdom kept the tracks rolling seamlessly, and mixed together a perfect soundtrack for the night’s theme.
Donation centers for the Chill Foundation were located at all three improvised bars within the store, and Burton team rider Danny Davis, Grateful Dead producer David Lemieux, and members of Joyce Collingwood, a punk/thrash band from BC, were all on hand greeting guests. One lucky guest even won the bidding on a gorgeous new Burton snowboard, to boot.