Less film company, more lifestyle

Wednesday, May 21, 2008

By Ben Cannon

Jackson Hole, Wyo.-Action sports flick unit Teton Gravity Research has, since the mid 1990s, been at the vanguard of documenting the rapid evolution of free skiing, inspiring a slew of competitor companies and countless would-be athletes along the way.

Within the last year, murmurings surrounding TGR - a group known for a ribald streak with an unrepentant attitude - pointed to a company whose future teetered on uncertainty. Now, a new business partnership, buzz over forthcoming films and a reinvigorated focus on the company’s apparel line have the Teton Village-based company set up to lead the action sports industry yet again.

On the heels of a film shoot last week, Planet Jackson Hole caught up with TGR co-founder Todd Jones for an update.

Planet Jackson Hole: There was word you guys were looking for some new backing, how did that work out?

Todd Jones: We have a new investor. The previous majority investor had seen the course with us, so we went out and did a strategic partnership with a company called Blackhawk Alpha. They have experience in the apparel industry, which is something we’re very interested in pursuing more.

PJH: Does that mean more technical apparel?

TJ: No. We’ve always viewed TGR as a lifestyle brand, and we want to expand the lifestyle aspect of it. We just want to make cool, hip clothes you want to wear, and when you put it on, it has the message of TGR. The concept of TGR is to live the dream and live vicariously through our media - our skiing, our surf films. When you wear it you embrace everything TGR is. We wanted to put some new energy behind that message and put it out on the market. You’re going to see a revamped, reenergized lifestyle line from us.

PJH: When will the new apparel be available?

TJ: This fall. And all the upcoming lines will follow that.

PJH: Will you guys continue to oversee the product lines, or will that be done out of house?

TJ: All operations are still run out of here, at TGR world headquarters.

PJH: Tell me about the next ski film, coming out later this year.

TJ: The film is called “Under the Influence.” The idea was to capture the people and places that influence the world’s top riders. Obviously we had a great winter here this year. And it was great winter every year with filming opportunities across the spectrum. We have a tight team - tight as ever. We think it might be some of the best stuff that’s ever been released.

PJH: Where were you filming and with what riders?

TJ: Well, Jackson Hole; Haynes, Alaska; North Cascade Heli Ski; a bunch of stuff in British Columbia; Utah; and Cook City, Mont. Seth [Morrison], who filmed with us the majority of the season, has a particularly amazing segment.

Sammy Carlson, one of the best freestyle skiers in the world, is a great addition to the team. Another young guy named Wiley Miller. Other than that, the same cast as usual.

PJH: Are you guys expanding?

TJ: We’re growing for sure. We just put our surf film, “Out There,” which premieres tomorrow night, in [Southern California]. It will come through Jackson, but the primary film tour is along both seaboards.

PJH: Any other big projects in the wings?

TJ: We just finished a great shoot at Grand Targhee, which was the last one of the season. You come in from those, and you’re just overwhelmed. We’re trying to get our arms around the last couple of days. That’s going to be huge.

PJH: Do you have any new ideas to distribute your films to a broader audience?

TJ: “Out There” is going to be in 100,00 copies of Outside Magazine in September. It will be one of the highest distributed action sports flicks ever.

PJH: There’s a certain aspect of the folklore surrounding you guys that might say the old TGR would have allowed an opportunity like that go by the wayside. Does this mark a change?

TJ: I don’t think that’s right. In the past we’ve had a pretty heavy impact and work grind. We have 52 hours [of film] on Fuel TV. One of our strongest standpoints has been our media and brand reach. If anything the rapid growth rate we got maybe caught us off guard a little bit.

PJH: Sounds like you guys are pretty optimistic now.

TJ: We’re super psyched. The surf film is really good. It’s our best offering in that market ever. The ski film is possibly our strongest ever. There’s lots of energy and excitement to be moving into lots of new phases and eras here.

COURTESY Chris Bbezamat/tgr
TGR skier Dash Longe gets lifted at Targhee last week during filming.

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Less film company, more lifestyle | Planet JH News Article: Sports & Recreation

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