Element launched an interesting project last month in a part of the country the industry doesn’t pay much attention to – Boise, Idaho.
The brand opened a building called Element 304 Americana, which is a community center, skate shop, creative workspace, showroom and event space.
Element Founder Johnny Schillereff and wife, Kori, designed and curated the space, which is owned by the brand.
The space is close to the recently renovated Rhodes Skate Park, a city facility.
For the grand opening celebration of the building and renovated skate park, Element brought its stars to Boise for a skate demo, including Nyjah Huston, Brandon Westgate, Nick Garcia and Greyson Fletcher.
Element’s decision to open a project like this in Boise intrigued us, and we followed up with Founder Johnny Schillereff to find out more.
How did you settle on Boise as the city to open this space in?
Element Founder Johnny Schillereff: For years, we have shared travel stories with our friend and Element Advocate Amy Purdy. Amy always listed Boise, where her family lives, as one of her favorite places. Fortunately, we had the chance to experience this for ourselves when we attended her wedding last summer.
What we found in Boise was a city surrounded and embraced by nature, community engagement and most important, Rhodes Skate Park.
Although the park was still under construction at the time, we could see that it was given amazing support to be one of the best parks ever built. All these characteristics mirror what Element stands for and it became clear that Boise was the place to be.
Is this an Element business venture or is it more of a philanthropy investment?
Johnny Schillereff: Every business venture Element takes on is an investment in the youth and skateboard community. CBN (Conscious by Nature) is in our brand ethos and our mission is to be a positive skateboard company. Element 304 Americana is a passion project dreamed up, built, and spearheaded by my wife Kori and I to maintain this mission.
The space is a community center for local skateboarders and their families, a skate shop that supports the local retailers, a creative space, showroom and a museum that displays my life’s collection of skateboarding memorabilia.
Is this an area where Element wants to grow?
Johnny Schillereff: 100 percent yes! Element made a conscious decision to stick to our passion and with what shaped us – skateboarding, the arts, and nature.
With most “action sports” brands pouring their time, energy and money into locations with an ocean in their zip code, a large space of geography has been left behind. Our goal has always been to work off the beach and in the streets.
Is this a temporary space or a permanent space? Did you hire employees to manage it?
Johnny Schillereff: Element 304 Americana is a permanent space in Boise, Idaho, managed by the Schillereff family and supported by Element.
Cities like Boise typically don’t get a lot of attention from the industry. What has the response been to the project?
Johnny Schillereff: It’s been amazing! The initiative was symbolic of everything skateboarding stands for: the underdogs, a culture that doesn’t scream for attention or keep score. Skateboarding takes grit and skateboarders are a tight community that is passionate, caring and sharing.
Investing in Boise was a statement about that. Boise is a city that’s values mimic that of a skater and they have welcomed us with gracious, open arms. These relationships will help foster the positivity of kids and skateboarding.
What’s been the best part of the project?
Johnny Schillereff: By far, being in the field with my family, working at the shop, skating with my son and hanging with the Boise skate community.
Also pivotal to this project was getting the immense support from Billabong CEO Neil Fiske to take the risk on this concept, the city of Boise and its skateboard community, the Boise Skateboard Association and J.A. and Kathryn Albertson Family Foundation for making the world-class Rhodes Skate Park a reality.
