Well first off, congratulations on the new shop!
Sean: Thank you!
Deven: Yeah, thank you, we’re super pumped!
So are you guys the only owners or do you have others in on this venture with you?
Sean: Nope, it’s just my brother and I.
What's your background in snowboarding?
Sean: We were both born and raised in Crested Butte, and, my bother actually grew up skiing… he's still on that avenue unfortunately (laughs)
Deven: Our store is kind of small, but it’s definitely more of a board shop right now but we do carry some ski stuff too. But we both grew up skiing and snowboarding.
Sean: Yeah, so we grew up in Crested Butte, I don't wanna tell you my exact age, but i’ve been snowboarding since the day-glow days. We grew up in the Colorado Boarder, I don't know if you knew any of those guys when that shop was open but it was actually the first registered snowboard shop in Colorado, and yeah, so kind of grew up in the thick of the late 80’s snowboard scene and once that shop closed two years ago it left a big old void in the community and then we decided to carry the torch there.
Yeah, definitely. It’s important to have those core shops.
Sean: Yeah there’s nothing around. I mean Gunnison is close to Monarch and Crested Butte and Crested Butte doesn't even have a snowboard shop. They’ve got some tiny little franchise shop up there, and you know, we’ve got Western State University here, 2200 students or whatever, and i’d say the vast majority of them are up here to ski and snowboard so its crazy that there’s nothing up here.
So how did you come up with the name Hammer for a shop?
Sean: I don’t really know, we kind of just compiled a bunch of names. You know, the snowboard industry kinda got serious over the last few years and it seems like its either all corporate shops or a bunch of the other good core shops are mostly “board house” or “board shop” or “board this” and so we were trying to figure out some names that might be a little different and got a poll with a bunch of the college students and that’s the one that we all decided on.
What do you think makes you guys stand out from all the other snowboard shops in the territory?
Sean: Well for one, we are the only independently owned one, and probably more importantly we are the only core shop, so you know, we have all the real legitimate snowboard brands.
Deven: Or at least the ones we consider legitimate (laughs)
Sean: It’s a small shop, so we decided to focus heavily on just certain brands other than dilute the whole store with a bunch of different brands. We focus heavily on Colorado brands, first and foremost. We have Venture and Unity, and there’s a local company Cold Smoke. We have High Society and we will be carrying Never Summer snowboards next season. We gave a large portion of our space to Colorado companies first, and after that then just core snowboard companies. We’re not going to run the gauntlet between ski/snowboard companies, all the hard goods are snowboard specific companies.
You mentioned Venture and Unity, what other snowboard brands do you currently carry?
Deven: We have Rome and Smokin, we’re super pumped on Smokin Snowboards, and then we’ll be set up with GNU and Burton for next year. The ones we just named are the ones we’ve got for this year.
How about soft goods and accessories?
Sean: Super heavy on Volcom, and then we will have Analog, DC, and Candy Grind.
Deven: Yeah, big on Candy Grind.
Sean: We will also be carrying Flux bindings, DC boots, ThirtyTwo boots, and we’ll have Vans.
What made you select these brands?
Sean: Mainly just snowboard specific and track history. We wanted to pick brands that had good local representation with their sales reps and that we thought were run by snowboarders and that will stand behind their product, or just our community in general. If we do a snowboard event we want companies that will come up to the event or show support and share the love even though it’s not an X-Games venue.
Deven: Relationships are a lot for us, so depending on the sales rep and the relationships we can create and the excitement that they show towards us.
Are you trying to bring on any other brands currently?
Sean: Those are the main ones, I don't foresee too many new ones. Oh yeah, we will have Capita and Union, those are two big ones we are pumped on!
Deven: We’ll have Anon as well .
Sean: We’re really shooting for what the customer wants too. Those are brands that we like and within a year if there are other brands out there that people are clamoring for then we won’t hold back. But for now we want to focus on those ones and have good brand presence in our store from each of the manufacturers we use.
Yeah, quality vs. quantity.
Do you have a team of riders representing the shop?
Sean: We do not as of yet. We’ve got a few college kids that are on boards and a few friends and stuff but we will get our team ramped up for next season.
When you guys first opened the shop I recall you hosting a rail jam. Do you plan on doing more events like that?
Sean: Hellz yeah! We really want to bring some stoke and fun to the local scene.... We were also the primary sponsors to two other rail jams at Western State University and we will be helping with the Big Air on Elk. We will have a mini ramp in our parking lot this summer for skating too!
How's the snow been out in Crested Butte?
Deven: Awesome. (laughs) Two weekends ago we got so much snow. It’s been a while since Crested Butte’s been skiing that well.
How much less time do you guys have snowboarding since opening the shop?
Sean: This year Deven hasn't missed too much. It was a little off for me at the beginning, but now the shop is up and going I should be able to get back out there more. I think that’s important to be able to be on the snow and be able to be up there with your customers and friends and see what people are groovin’ on.
At what point will you consider this new shop to be a great success or do you feel that way already?
Sean: I think we feel that way already. If we’re still open in six months then it’s going to be a real big success! (laughs).
Deven: The construction and the whole design of the store came out great. We’re really psyched with how it looks right now inside and just getting it open was a big big move for us.