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Feature - The Other Games

Aspen’s X-Games gamble pays off handsomely; event hailed as the most successful so far

It used to be a party town. A serious party town – one of the funnest in the west. Then it got chi-chi. Then it got old. And boring. People stopped coming. Especially the young. Suddenly the folks in Aspen discovered that their slopes were empty of youthful energy. And that wasn’t good for anybody.

"Our customer base was shrinking," admits Aspen Ski Corp. boss, Patrick O’Donnell. We needed to inject a little passion back into the mix."

So they decided to do something about it. First they opened up Aspen Mountain to snowboarders. And to the surprise of many, the sky didn’t fall on them. "That move was like a breath of fresh air," says Aspen Freeride Team leader, Chris Davenport of the liberating move made last spring. "It was a clear message that Aspen Corp. was ready for the 21 st century."

One of four mountain complexes owned by Aspen Corp. – which include Buttermilk, Highlands and Snowmass – Aspen Mountain was the company’s jewel-in-the-crown. And the one with the most tradition. No matter that it was a move made in desperation. No matter that some business insiders thought it merely window-dressing. Aspen Mountain – one of the last vestiges of old-school propriety – had fallen. And snowboarders were quick to take up the challenge. "It’s a great mountain for freeriding," says Davenport. "It’s really put us back on the map with a whole new generation of riders."

But the company was far from finished with its new branding efforts. When it was announced last year that Aspen had signed a two year deal with ESPN to host that annual celebration of snowsporting excess, the Winter X-Games, a collective gasp was heard across the country. World Cup downhills were fine. But X-Games? How would the fur-and-diamonds set take the town’s invasion by the be-ringed and tattooed X-hordes? How could the two groups even communicate?

Some predicted it would be a disaster. Others offered the opinion that Aspen still held its wild-eyed party past in high esteem. "Never underestimate Aspen’s ability to put on a good mountain fiesta," argued a local bartender. "No matter what our image has become, this is still one of the greatest resorts in North America when it comes to apres-ski…"

As it turns out, he wasn’t far off the mark. Last week, the X-hordes did indeed descend on this oh-so-proper mountain town for four days of hardcore fun and competition. And once again, the sky didn’t fall on Aspen. Call it Colorado’s answer to the Olympic hype in neighbouring Utah (never underestimate the level of competition between the two states). Whatever. Aspen’s Winter X-Games VI were deemed a raving success.

"This was, by far, the best Games I’ve attended," said France’s Enak Gavaggio, whose four X-Games medals puts him in rarefied company. "The venues were excellent. The racing was outstanding. The people were really welcoming. And the parties were exactly what they should be – a hell of a good time."

Logistically, if didn’t hurt that Aspen Corp. was able to set aside one whole mountain complex for the Games. "It was decided early on that Buttermilk Mountain would be the site," explains Susan Darch, Aspen Corps’s new director of PR and communication. Wooed away from Whistler-Blackcomb last summer with promises of a bigger budget and more autonomy, Darch says no expense was spared to make ESPN’s job of setting up shop there as easy as possible. "We basically gave them Buttermilk in the fall and told them they could do whatever they wanted there."

For Darch, that was one of the keys to the X-Games’ success. "Could you imagine completely shutting down one of the base areas at Whistler-Blackcomb for three months? People would go nuts. For us, it was an easy decision. We knew we had to put on a good show. And Buttermilk – which is a low-traffic area for us anyway – was the most suitable sight for that."

No question – barely a mile outside of town, the low-angled Buttermilk venue offered up the kind of terrain snow-event producers dream about. And the ESPN/X-Games crew definitely made the most of it.

The X-Games make no pretense of being anything other than they appear: they’re sports entertainment a la WWF. They’re a made-for-television extravaganza. A blatant grab for the attention of that elusive baby-bulge generation. And they do it well. For when it comes to entertaining the X-set – the kids who were weaned on skateboards and mountain bikes and snowboards and risks – the people at ESPN are masters. No longer is it about "Higher, Faster, Stronger." At the X-Games it’s about "Wilder. Nastier. Ever-bigger crashes."

And the sets the X-Games crews create for their show get fancier every year. This year, in Aspen, they outdid themselves. Over a period of three months, Buttermilk Mountain was slowly transformed into a high-tech, outdoor sound stage. Five different competitive venues – a 50-foot wide superpipe, a slopestyle terrain park, a boardercross/skiercross course, a motorcycle gap-jump and a snowmobile moto-cross oval – were built side-by-side at the base of the mountain. All were accessible by foot.

"It was amazing to watch it all happen," says Darch. "After five years of setting up the show, the Winter-X set-up crews from ESPN are real pros. It’s really impressive to see how they deal with all the complexities such a production entails."

And the technical sophistication of the show is almost overwhelming. State-of-the-art camera placements, cable-mounted follow-cams, POV stuff – it was a high-tech geek’s dream-come-true. "When it comes to the "show," says skiing/production manager Andy Love, "there’s no holding back. ESPN isn’t afraid to spend money to make things happen."

Indeed. For four days, the X-Games showcased an incredibly diverse slate of alternative winter sports. And in their infinite wisdom, the folks at ESPN didn’t restrict the show to self-propelled sports. Oh no, that would be too predictable. With a nod to Henry Ford and the internal combustion engine (Americans will be Americans, after all), the events were split evenly between motors and legs. Big-air motorcycle jumps and snowmobile NASCAR-style racing vied with skiers and snowboarders racing down an obstacle course at breakneck speeds or styling moves in the pipe and park. It was just what American TV viewers love to watch. Lots of speed. Lots of emotion. Lots of crashes. And lots of expensive-looking toys.

And, of course, it brought together a volatile spectator mix of different cultures, both inspiring and scary. Motor-heads from east Denver mixed it up with Hollywood hangers-on; skate rats from LA exchanged party tips with ’beelers from Montana. Most amazing of all, everyone seemed to have a great time.

"That was one of the highlights for me," says Darch. "Just to see the range of people who came to spectate. And how much fun they were having. I’m sure, for a lot of them, that it was their first trip to Aspen." She giggles. "I wonder if they’ll ever come back…"

While the entertainment factor did attract a sizeable crowd – estimated to be between 40,000 and 45,000 people for the four-day event (not bad for a resort located four hours away from the nearest metropolitan area) – it was the competitive factor that was really impressive. Dismissed by most mainstream athletes as "made-for-television jocks," the 2002 X-Games participants showed just how sophisticated "alternative sports" have become. Whether skiercross or halfpipe, snowmobiling or freestyling, the talent pool ran deep.

"It’s a pretty inspiring spectacle," says Whistler’s Mike Douglas, an X-Games TV commentator for the skiing events. "There isn’t one discipline here this week that didn’t impress me. And the level of competition – wow!"

He continues. "I mean – did you see the way those ’beelers handled the hillcross? Full on – no holding back. Those guys are nuts."

Douglas reflects well most spectators’ fascination with the motor-driven events at the Aspen Games. For despite the speed and aerial pyrotechnics of the self-propelled athletes, they didn’t stand a chance with the public next to the ’beelers and bikers.

Although snowboard-and-ski events consistently attracted a loyal – and knowledgeable – crowd, it was miniscule compared to what the motor- studs could count on.

"Can you believe that?" asks Darch. "Did you see how many people watched the Moto X Big Air? I totally didn’t expect that."

More than ever, this year’s Winter X-Games showed just how much of an international spectacle they’ve become. Athletes from a dozen countries attended, including those from France, Switzerland, Italy, Austria, Sweden and Finland. And medals were taken home by at least half those countries.

"It’s definitely becoming more of a global event," says producer Andy Love. "Heck – we have X-Games qualifier events on four continents now!"

For its part, Canada scored well in all but the Moto X Big Air. A bevy of Alberta snowmobilers – including hillcross gold medallist Carl Kuster and snowcross winner Blair Morgan (both repeat champions) – kept their American rivals at bay. In the ski and snowboard arena, it was a Whistler/Quebec show. While the high-flying members of the New Quebec Air Force – including medallists Phil Larose and Philou Poirier – cemented their claim to aerial supremacy, the Whistler contingent hit often and hit hard.

The award for top athlete of the sixth Winter X-Games went to Squamish resident Aleisha Cline for winning her third skiercross gold medal in a row. One of the most versatile glisse-athletes in the world – she’s also a top-ranked big-mountain skier, won the 24-hours of Aspen two months ago and is a pro downhill biker in the summer – Cline is also one of the most easy-going women on the circuit. "I still can’t believe it," said the always-smiling power-skier of the new car that came with her award. "Things like this always happen to other people…"

In the fast-and-furious world of ultracross (where snowboarders and skiers pair up to compete in a relay forrmat), Whistler rider, and former X-Games gold medallist, Scott Gaffney teamed up with American skier Eric Archer to capture second place overall. Unfortunately, the all-Canadian team of Roman Torn and Matthieu Morency just missed the podium, finishing a close fourth. Both Torn and Gaffney were among the fastest qualifiers in their respective disciplines.

In superpipe competition, Canadian Olympic team member, Natasza Zurek just missed repeating her silver medal performance of last year and had to settle for bronze. Given how little time she’s spent in the pipe in recent months, this was an incredible feat. "I’m still kind of recovering from last year’s knee operation," she admitted. "So I’m pretty satisfied with my result here." Satisfied indeed.

In addition to these three medal performances, Whistler athletes finished within striking distance of the podium on numerous occasions. Allison Clark and Drew Neilson (both sixth in the boardercross); Kim McKnight (eighth in the skiercross); and Travis Williams (sixth in the slopestyle) showed the world why Whistler is considered one of the centres of progressive riding today.

"People back home just don’t realize how big the X-Games have become," says former Olympian Roman Torn. "Just to make it here to compete is a big accomplishment. To reach the podium is no small feat."

Hosting the X-Games is no small feat either. And Aspen should be awarded a gold medal for the way it answered the challenge. No matter that the naysayers argued that Aspen and the X-Games were worlds apart in style. No matter that Gucci and Gangsta have little in common. No matter, even, that as soon as the Games were over, Aspen slipped back into its near-comatose state. The gamble had paid off. And Aspen had won another battle.

Over the next few weeks – during the running of the Olympic Games in fact – ESPN and ABC (and just about every other Disney affiliate) will be showing dozens of hours of X-Games footage. While it may not appeal to everyone, the X-Games programming is sure to attract its fair share of the youth-bubble demographic. Irreverent, hip and always on the lookout for the next big thing, the show’s hosts will connect with their viewers in a way their more established confreres at the Salt Lake City Games can only dream about.

And you can be sure of one thing: that Aspen’s distinctive aspen-leaf brand – both visually and subliminally – will be plastered all over the TV screen.



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