Better than Burton
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Toolbox
By Peter Hirschfeld Vermont Press Bureau - Published: November 12, 2008
For years, the at-risk children served by Spectrum Youth and Family Services in Burlington have enjoyed free snowboarding excursions courtesy of a charitable program sponsored by Burton.
But when the organization's executive director, Mark Redmond, saw the snowboard company's controversial new line of gear that depicts graphic images of self-mutilation, he decided Spectrum would no longer enjoy the fruits of Burton Snowboard's profits.
"I was frankly appalled by the images on the snowboards," Redmond said Tuesday. "And I decided that if I was going to take a stand against these boards, we can't still be benefiting from the company."
Redmond figured he'd be teaching his underage clients an austere lesson in principled stands. Instead, he has received a flurry of unsolicited donations of money and equipment. The unexpected deluge, according to Redmond, means that Spectrum will not only continue the free snowboarding program, but expand it to include a record number of needy kids.
"It's really been amazing how many people have come out of nowhere," Redmond said. "The reality is we'll probably have double the number of kids out on the slopes this winter."
Burton, the Burlington-based manufacturer of riding gear, set off a firestorm when it introduced its "Love" and "Primo" line of snowboards earlier this fall. Some boards depict Playboy models in seductive poses; others show disembodied hands engaged in graphic scenes of self-mutilation.
Redmond said the objectification of women undermines the values that Spectrum staff is attempting to instill in their young charges.
"And the scenes of self-mutilation, that really got to me because we have a lot of kids here who do that," Redmond said. "It's a sad condition when kids feel a compulsion to cut themselves, and it's nothing to make light of or use as a marketing ploy."
Carol Norton, of Burlington, sent Spectrum a sizeable check when she heard about its decision to opt out of Burton's "Chill" program. The initiative, started by Burton founders Jake and Donna Burton, provides children from low-income families with boards, gear and lift tickets.
"My husband and I believe in the value of this snowboarding program for children, and we believe just as strongly in Spectrum's decision to pull out of the program," Norton said. "I don't feel like Burton was socially responsible in terms of the population it's geared at and in terms of people's families seeing them in ski areas."
Norton, who has worked with male sex offenders, said objectifying images of women feeds an unhealthy mindset.
"I've worked with many sex offenders, both men and underage boys, and in many cases the underlying problem is a basic belief system toward women," Norton said.
Norton said she isn't seeking to ban pornography, but she doesn't want it flaunted in her 14-year-old daughter's face, either.
"I'm not offended by Playboy magazine, but people who buy Playboy magazine aren't parading it around on ski areas," Norton said.
Redmond, who said he has been accused of being a "book burner" for his stance against Burton, said he isn't seeking to outlaw objectionable material.
"I'm not in favor of book burning. I'm just not in favor of a book being thrown in my child's face," Redmond said.
Scott Riley, who owns two Alpine Shop locations in Burlington and Middlebury, donated eight snowboard sets to Spectrum.
"It's nice to do things for others that I know my own kids get to do," Riley said. "And it's easy for us to help get these kids up on the hill."
Bolton Valley Ski Resort has offered a deeply discounted lift ticket rate that will enable Spectrum to send eight kids to the mountain once a week for six weeks. And small contributions of cash and other gear will cover additional expenses, Redmond said.
Karen Tronsgard-Scott, head of the Vermont Network Against Domestic and Sexual Assault, said the outpouring of support spotlights public disappointment in what she says is Burton's ill-conceived marketing concept.
A number of local and national organizations have called for a boycott of Burton, and hundreds of protestors stood outside the company's Burlington headquarters earlier this fall to decry the boards.
The company's only response was a short written statement defending "artistic expression."
"Burton has a reputation as a progressive company engaged in corporate responsibility within the context of an edgy world," Tronsgard-Scott said. "I think people are really disappointed by the lack of response from Burton to deep concerns."
Tronsgard-Scott said the company's refusal to engage with the aggrieved parties has exacerbated those concerns.
"Working in the anti-violence against women movement, there have been many opportunities to talk to companies about things they've put out on the market that are offensive," she said. "It's kind of shocking and really disappointing that Burton has chosen to ignore their sisters and brothers and families here in Vermont."
For Redmond, the resurgence of the snowboarding program has vindicated his organization's own moral stand.
Even some of Burton's own, Redmond said, have been moved by the controversy.
"There's a Bolton employee whose spouse works for Burton, and this person called me and said my spouse's company has crossed the line," Redmond said. "The person volunteered to teach our kids snowboarding this winter. So we'll have the spouse of a Burton employee teaching our kids. Isn't that great?"
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