S.I.A. 2007
By Tawnya Schultz

No matter what anyone says what happens in Vegas doesn’t stay there…Especially with myself and the rest of the SNOWBOARD crew in the mix. This year’s trade show exceeded previous expectations with companies throwing down major cash allowing everyone in the industry to party their brains out.

First of all for those of you who don’t really know about S.I.A. it’s the yearly spectacle uniting the entire snow sports community at the Mandalay Bay Convention Center in Las Vegas. For four days hung-over sales reps show 2008 gear and hard goods to dazed retail buyers. For the rest of us- pro shreds, wanna-be pros, and media personal- well our job is simple: drink and enjoy…and on everyone else’s tabs.

Here’s a short breakdown from my foggy memory during this past week’s 2007 trade show.
Day 1: Monday, January 22- The Reunion and Bro Down Begins

Long lines at registration, people on cell phones finagling passes to get in, and lots of high fives- this is how day one always goes down. The booths are packed and everyone is energized and refreshed constantly questioning what party is going on that night. Deciding where to make an appearance is key and V.I.P. passes also help.

There were a few parties to contemplate- a Burton party at Club Rain in The Palms with Common and Mix Master Mike or The Boost Mobile/Oakley/Grenade/Monster/Neff party at Sapphire strip club with Rick Ross, Pit Bull, Trouble, and Renee Renee. Hmm decisions decisions. The Boost party persuaded the consensus since Dingo would also be celebrating his much anticipated 21st birthday. I knew I couldn’t miss this one.

After meeting up with some homies at The Hard Rock Hotel we made our way in a stretch Escalade limo bumping Snoop and T.I. tracks to Sapphire. Signs directed us behind the club to a side entrance. It was only about 10:30 p.m.and the line was already chaotic. Luckily legendary pro shred and all-to Snowboard Mag homie, J2, posed as my date for the evening and we were escorted to the front of the line with a few other famous faces. Upon entering the club Too’s and I posed for a few camera ops and made our way directly to the bar. The $25,000 open bar tab helped elevate everyone to insane levels of drunkenness.

Sapphire was soon packed to capacity with half strippers half snowboarders if that helps visualize the scene. I witnessed a few shred masters receive X-rated lap dances including Chris Bradshaw who played off a little shy and Jacqui Berg who seemed to embarrass the stripper by doing some grinding of her own. Well-known shred pro’s represented such as Danny Kass, Iikka Backstrom, Lauri Heiksari, Devun Walsh, Casillo, Sketchy-D, the majority of the Grenade army, and Technine peeps including M.F.M., Eric Messier, Mark Edlund, and Tommi Ylianttila among others. As for the show a few highlights include Dingo on stage with Pitbull downing a huge bottle of Grey Goose and passing it along then soon after pouring Patron Gold in the mouths of some friends dancing in the crowd.

Around 1:30 a.m. the bar tab was maxed out but that didn’t stop peeps from continuing to drink especially with Rick Ross ready to hit the stage. Ross and the homies blazed blunts while rappin the hits including “Hustlin” as a crew of strippers danced along on stage. Boost did it bigger and better once again and made the night one for the history books.

Day 2: Tuesday, January 23- Hangovers and Bam’s Bachelor Party

Entering the trade show on day two is similar to walking into a nightmare. The place is packed and the bright lights make for an instant headache. Rehydration is key but who wants to pay $4 for bottled water when beer is free at most booths? During late afternoon the buzz began about the Electric/DVS/Rockstar party happening at The Joint inside Hard Rock celebrating Bam’s soon to be “Unholy Union.” The party supposedly started at 7 p.m. but who the hell is really going to show up that early in Vegas? A small posse of us made our way in around 9:30 p.m. and the place soon filled up as rock bands entertained the crowd. We once again scored free drink bracelets encouraging us to let loose and cut up the dance floor. Bam was nowhere to be found but many members of The Jackass crew were including Wee Man, Preston, and Steve-O. The party continued to the circle bar and packed Hard Rock until the early morning hours.

Day 3 and 4: The Beginning of the End

By the third day in Vegas everyone’s mind and body is completely spent. This year was a little different because another trade show- A.S.R.- was starting in San Diego. The show on Wednesday was pretty mellow because a lot of people had already left either for San Diego or X Games. The rest of us were of course still drunk from the night before or insanely hung-over but it wasn’t as chaotic. Everyone reminisced about the previous nights and caught up on new stuff happening in their lives.

It was funny because I couldn’t wait to get the hell out of Tahoe when I left for Vegas but a few days later all I could do was think about getting home. The trade show in Vegas does that to you. It’s exhausting, loud, smoky and insane but I wouldn’t miss it for the world.

T