There’s this spot by the water. It’s beautiful and different. It’s wooden, like something you’d find in Vermont or New Hampshire. But it isn’t in either of those places. It’s further up.
“It’s the easternmost jib in North America,” Meyer said.
Huh, I thought. No shit?
That was earlier in the day when we were giving the movie a staff watch so we could work through the premiere if we had to. But that was still a long way off. It was early, remember? So then we went to lunch and after that, we headed to the theater. We unpacked merch, did a sound check, and whispered amongst ourselves that we shouldn’t be eating the popcorn (if you’re at La Paloma…just don’t). We taped up movie posters and after a while, the marquee read SLUSH PRESENTS VIDEOGRASS SEARCH PARTY and it stood out nicely against the thick layer of ocean fog that had made its way into town. And then the people started showing up.
It was slow at first. A few people here, a few people there. Across the street, a gaggle of boarders sauntered into a bar. After spending the afternoon running around, I envied that relaxation. It was still early, the viewers were coming in staggered bursts, no more than a few at a time. I looked at Meyer and asked if he wanted to get a quick beer. We had time.
At the bar it was good cheer and tidings: Jill introduced us to her parents, and we got to find out which of our homies had made the long trek to Southern California. It turns out a good many of them did, too many to name here. There were hugs and hellos all around. Before I could make my way to the bar though, I looked out the window, back across the street. A line had formed. People were showing up. Shit, I thought.
Perhaps it’s time for a digression, a proper explanation of why the night was important. Videograss was returning in full force after ending with a bit of a trickle (long videos to short videos to no videos). But, Meyer had assembled a team. There were VG veterans like Danmials, Tommy G, Jed, and Louif. And there were VG newcomers like Justin Phipps, Jill Perkins, Robby Meehan, and Reid Smith. Frankly, the crew was stacked. But I’ve seen these people film before, you might be saying to yourself. Why is this important? It’s important because this crew (in addition to Mike Rav and a series of tremendous cameos) is spearheading something special. These people are at the forefront of something truly magical, something nobody ever thought would happen. Videograss is back. Videograss, the production company that, under the control of Justin Meyer, had its finger on the pulse of street snowboarding for over a decade. Without VG, snowboarding felt different. It had existed for so long and had been so influential that the space it occupied never got refilled. Nobody could take that seat so it simply sat vacant, waiting patiently for a return.
There’s a fear with reboots though. The expectation about whether it can live up to the original is always so high. So, as the crowd entered the theater and took their seats, as Meyer and Stan made their way on stage to do introductions, there was excitement, a real excitement in the air.
I don’t know how much I’m allowed to say and I don’t know how much I want to say. We haven’t seen a VG video since COVID and I’m sure as hell not going to leak anything too substantial in this article. I can say a few things though. I can say that Phipps, in his debut video part on the big screen, did not disappoint. I can say Jill came through with the top-tier spot selection we’ve come to know her for. And I can say that both Robby and Tommy delivered swag at the highest level. Oh, and speaking of swag, we finally got to see new Ben Biladeou clips. Realistically, if you have Tommy and Ben together in the same project, it’s almost impossible to fall flat. There was also a wide variety of other cameos, from legends to young bucks. But, as is the case with everything good, there’s an apex, a crescendo, a the-moment-you’ve-all-been-waiting-for kind of moment. For Search Party, that was Reid. Even before his part, he made his presence known. He will, no doubt, enter the snowboard lexicon with the lines he was tossing out during the film. He will also be struggling to fly home with a giant cardboard magazine cover.
The movie ended and Stan made his way back on stage. The crowd knew something was happening and Stan danced around the subject a little, building suspense along the way. And then it happened. He grabbed the cover and flipped it around.
“Get on up here Reid Smith.”
The theater roared with applause. There were cheers and claps and so many yeah Reid’s that I lost count. He made his way up on stage, looking overwhelmed but excited. He got a cover. HE GOT A FUCKIN COVER!
It was special. A premiere in Encinitas, a full-length video, and a magazine cover reveal. Wait, what year is it? I’m kidding of course, but only a little. Maybe that’s why the night was special though. It tapped into what we’ve all been missing. Meyer and Stan and everyone else who made this night happen helped modernize a different era in snowboarding. We can’t live completely in the past, whining about how good things used to be, but we can’t fully abandon it either. The new VG video worked because it adapted to the times, from song choice to spot selection and even what riders came along, it was a perfect balance between the way things were and the way things are. The magazine—this magazine coincidentally—is the same way. It’s a blend of eras, voices, and locations. I mean, c’mon. Reid on the cover? He’s part of that blend. He’s part of what makes it work.
P.S.
It’s hard to express an adequate level of gratitude here, because I know no matter what I say, it will fall short. But, it’s worth a shot. Thank you to all the sponsors—Skullcandy, Ride, 686, K2, 10 Barrel Brewing, Ikon, Vans, Salomon, Capita, Union, Bear Mountain, Sunbum, and Corduroy—for making this project possible. And thank you to Justin Meyer, Colton Morgan, and Parrish Isaacs for doing important and beautiful work behind the lens and in the editing room. You are moving the needle in our culture and we are all grateful.
For more information on other premiere stops click here and to subscribe to volume 4 click here