Shop Tour: The Boardroom

The Boardroom Snowboard Shop has hit a great milestone this season - 40 years in business! Family-run with a passion that runs deep within its core, we sat down with second generation owner Spence Timkey to talk all things snow.

eNOW: Congratulations on celebrating The Boardroom’s 40th year running. What exciting things will we see this year from the shop?

TIMKEY: We’re hyped on a few things. The first being our 40th Anniversary zine we put together that highlights our history as a shop – scoop one the next time you’re in. The second is our FW25 Collection, a series of premium branded apparel pieces from our favorite brands. And third (and mostly) getting as many people standing sideways as possible and continuing to cultivate our local snowboarding community.

eNOW: Inventory must be coming in like crazy. Has The Boardroom scoped out its favorite gear yet?

TIMKEY: Everything looks so good this year. We’ve really dialed in our product curation to have an offering for almost everyone, whether you’re a first-time rider or a seasoned veteran. It’s tough for us to pick out our favorites because… they’re all our favorites! By the time this publication goes to print we will be fully shipped across all categories - hardgoods, softgoods, apparel and accessories. Let us help you find your dream setup.

eNOW: What has become your go-to piece of equipment - that one grab-and-go before hitting the slopes?

TIMKEY: We each have something different. For myself, I’m going with the Zombie Mitt from DEATHGRIP Glove Co., a 1st year brand we picked up that offers HandOut Technology (a zipper allows you to pull your hand out of the mitt without taking it off for easy phone access). Matt just picked up a new Burton [ak] GORE-TEX Swash Jacket, which provides guaranteed windproof/waterproofing and some insulation. And the girls are all running Autumn beanies. Lots of goodies in here.

eNOW: Is there a piece of advice or product you’d suggest to new riders that would really change their time on the mountain?

TIMKEY: Everyone’s experience is going to be so different, so it really comes down to what is going to make your time on snow more enjoyable. For some, it might be a low light lens for their goggles; for others, it might be the convenience and simplicity of Burton Step On. If you need an upgrade or want to try something different, we’ve probably got something in here for you.

eNOW: This winter season we’ve heard The Boardroom is restocking and expanding branded apparel. Can you share with us what those products are like?

TIMKEY: We put a heavy emphasis on both in-line crews and hoodies and also partnering with premium brands to collaborate on Boardroom-specific apparel. I’m really hyped on the Oakley soft-shell riding hoodie – long cut, 10K waterproofing and a helmet compatible hood. But the beauty of most of the pieces – like the vests and insulators – is that you can wear them as a layering piece or just around town.

eNOW: Skiers and snowboarders can agree, the perfect fit helmet and googles make such a difference. How does The Boardroom hold up on those items?

TIMKEY: We’d like to think we have the area’s largest selection of helmets and goggles. With what we now know about our brains, wearing a helmet is so critical – and anymore, they’re warm, comfortable and (most) are audio compatible. On the goggle side, clear vision on the hill is going to make the difference of whether you’re having a good time or a… marginal time. Most of our brands offer a magnetic lens system that all come standard with a daytime and lowlight lens.

eNOW: Can you share with us a bit about the rental program? What can customers expect renting through The Boardroom?

TIMKEY: On the seasonal side, we want to continue to grow snowboarding. That means getting renters outfitted in high-quality equipment that fits. If something isn’t working throughout the season, we offer free size exchanges and free tune-ups all year. On the daily side, we’ve got a full contingent of snowboards, demo snowboards and skis for both adults and juniors. You can now book your rentals online through our site to streamline the process.

eNOW: Further into the season, does The Boardroom have any events they’re excited to share? Another Boardroom Banked to look forward too?

TIMKEY: The 7th Annual Boardroom Banked will return to Champagne at Holiday Valley on Sunday, March 2nd. It’s our favorite day of the year - over 100 snowboarders of all ages and ability levels running our banked course for handmade trophies and bragging rights. It’s a day to celebrate snowboarding and raise some money for a local cause. We’ll have the signup link online sometime over the winter.

eNOW: How has it been to balance the storefront and online website?

TIMKEY: I think for any small business, having an omnichannel presence is so important. We live in a digital world, and while we’d love for everyone to come in and experience the shop first-hand, we know that’s not the case. By offering our full inventory online, it gives shoppers all over the country the ability to buy from us. On the flip side, we look at it almost like an online catalogue - if you’re looking for a specific board or jacket, you can reference our site to make sure we have it in stock before making the drive.

eNOW: We’ve heard The Boardroom has the largest Burton Step On selection in the area. What’s your take? Is it a game changer to snowboarding?

TIMKEY: Step On has been a revelation for the snowboard industry, and that fact is apparent in many other brands attempting to replicate it’s combination of convenience and performance. If you’re a dad with a family of skiers, or a mom and all of your friends ski, it eliminates the waiting game skiers play while we strap in. Step On’s growth has been monumental and it doesn’t seem to be slowing down anytime soon. For the naysayers, we offer Step On in demo so you can come try before you buy.

eNOW: The Boardroom has been such a staple to the Ellicottville community and beyond. What do you think keeps customers coming in the doors?

TIMKEY: We pride ourselves on a few things: exceptional customer service, a sensible, unique product curation, engaging visual merchandising, and a commitment to cultivating the local snowboard community. Being a specialty retailer, the service and product knowledge is what separates us from the Internet. The work is never finished, but we work immensely hard at providing a service and a community that people feel welcomed in. Day 1 or seasoned vet, all are welcome here.

eNOW: First day on the slopes, perfect conditions. What trail are you hitting first?

TIMKEY: Probably Morning Star at Holiday Valley. The way the sun pops over the hill and wide open corduroy… premium conditions to lay some trenches.

eNOW: Here’s to a snow-covered season ahead. Is there anything The Boardroom would like to share with our readers?

TIMKEY: Thank you for your continued support of The Boardroom. We wouldn’t be the shop we are without the years of unwavering loyalty and support from our people. Cheers to 40 more.

Stop into The Boardroom Snowboard Shop, 6113 Route 219 between the village of Ellicottville and Holiday Valley Resort. Shop their online store at boardsandpowder.com, or give them a shout at 716-699-5620.

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