DC to Take Over Standard Hotel

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Press Release from DC Shoes

July 13, 2009 – Vista, CA – For the second consecutive year DC will officially takeover the Standard Hotel Downtown Los Angeles from July 30 – August 2 for The Gold Standard 2009. Conceived by DC, The Gold Standard 2009 is a hosted hotel takeover held during the 2009 Summer X Games, developed as a tribute to DC’s X Games athletes over the past 15 years. DC, along with event partners Monster Energy, Dirt 2, New Era and presenting media partners FUEL TV and TransWorld Media will occupy all 12 floors of the swanky hotel in the heart of LA.

Over the course of the four-day event, guests will be treated to the ultimate VIP experience at the hotel, while the biggest action sports event in the world happens just down the street at the STAPLES Center and Home Depot Center. During the day, guests will have exclusive access to lounges filled with entertainment, games, gifting, amenities, and a place to recharge and chill. Each evening The Gold Standard 2009 will host exclusive events where guests can enjoy cocktails, music and live entertainment, and hang with athletes.

For the second year FUEL TV joins The Gold Standard 2009, bringing The Daily Habit, a half-hour daily interview and variety show, on location to the rooftop of The Standard Downtown LA where they will film five episodes. Each episode filmed will include interviews and footage with DC athletes, as well as give viewers an insider’s peek of The Gold Standard 2009 experience. DC week on The Daily Habit will air: Monday, August 17 to Friday, August 21, 2009, airing weeknights at 9:00pm ET (6:00pm PT) while re-airing later in the evening at 12:00am ET (9:00pm PT), and the following weekday at 2:30pm ET (11:30am PT) and 5:30pm ET (2:30 pm PT).

Combined, DC sponsored riders have taken home 75 medals since the beginning of Summer X Games. For more information on The Gold Standard 2009 please visit www.dcshoes.com/goldstandard2009.

DC would like to thank event partners Monster Energy, Dirt 2 and New Era, presenting media partners FUEL TV and TransWorld Media and supporters Incase, Spy Optic, Asahi, Skull Candy, 3D Artist Management, and Mos Def.

The Gold Standard 2009 is invite only. Please contact DC Public Relations with any questions at dc_pr@dcshoes.com.
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About DC:
Founded by Ken Block and Damon Way in 1993, DC quickly grew to a leader in performance skateboarding shoes and renowned action sports brand. Today DC stands as a global brand whose product line has expanded to include men’s, women’s and kids’ skateboarding and lifestyle shoes, apparel, snowboards, snowboard boots, outerwear, and accessories.

As one of the cornerstones of its marketing strategy, DC has built a world-class team of professional skateboarding, snowboarding, surfing, BMX, motocross and rally athletes that exemplify and enhance DC’s brand, develop its signature products, and support its promotional efforts. DC is a subsidiary of Quiksilver, Inc.
About Monster Energy:
Monster Energy supports the sport. Be it FMX, MX, snocross, road racing, supermoto, off-road, ski, skate, MTB, off-road, surf, snowboard, BMX – name it – the athletes are rockin’ Monster Energy more than anything these days. Check out all the types – Original Monster Energy, Monster Lo-Carb, Monster Assault, Monster Khaos, the new Monster/fruit juice hybrid called “M-80” and the ground-breaking Java Monster premium coffee & cream supercharged with our Monster Energy blend. On the ‘Net at www.monsterenergy.com.

About DiRT™ 2:
Melding turbo-charged off-roading with extreme sports attitude, the eagerly anticipated next chapter in the legendary racing series, DiRT 2 will deliver a thrilling and stylish off-road racing experience. DiRT 2 takes off-road racing games to a new level with thrilling new race types, big event atmosphere, stunning locations, a new breed of off-roading heroes and feature a peerless line-up of super-charged speed machines covering seven vehicle classes.

DiRT 2 will take players on a World Tour of adrenaline-fuelled extreme off-road events in stunning real-world locations. Events include exhilarating rally cross in the massive Los Angeles sports stadium’s “Stadium King Shootout”, edge-of-control canyon racing of Utah’s “Creek Trailblazer” event, the “Rawang Rally Run” along treacherous Malaysian rainforest tracks and the “Battersea Battle”, where night races are staged at the iconic London power station.

Ken Block, the multi medal-winning Subaru Rally Team USA driver and co-founder of DC Shoes, has been signed as one of the key motorsport athletes who will feature in the game. Block is at the forefront of a new breed of pro drivers, competing as Subaru Rally Team USA Driver #43 in the Rally America National Championship and the world-famous X Games. He has also gained notoriety for his mind-blowing stunts in his Subaru WRX STI. For DiRT 2, Block is working with the development team at Codemasters Studios as technical consultant, lending his wealth of knowledge to the game and advising on car handling.

Building on the technical and gameplay benchmark of DiRT and borrowing from snowboarding and skateboarding lifestyle and culture, DiRT 2 will also add full online multiplayer and social networking functions, inviting players to become part of an extreme sports community.
Titling information:
To be titled “Colin McRae: DiRT 2” outside of the U.S.

About Codmasters:
Codemasters is a leading developer and publisher of best-selling interactive entertainment products for a global audience across multiple gaming platforms and channels. Established in 1986, the company’s dominant brands include the BAFTA award winning GRID, DiRT, Overlord, Operation Flashpoint; the company also retains the exclusive worldwide FORMULA 1 video game rights. Codemasters is headquartered in Warwickshire UK, with North American operations based in Universal City, Calif. The company also maintains operations in Japan, Germany, France, Spain, Benelux and Malaysia. Codemasters receives over two million visitors to its web site every month, discover why at www.codemasters.com
About New Era Cap:
Since 1920, New Era Cap Company, with its global headquarters in Buffalo, New York; is the world’s premier headwear brand with products that transcend time, culture, sport and fashion. New Era is the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their Minor League affiliates and maintaining agreements with other licensed entities. Some of the Company’s core markets include Children, Fan, Suburban, Women and Fashion/Lifestyle and the most recently added Action Sports Business Unit. The Action Sports Business Unit was established in 2004 and was relocated to Orange County California in June of 2006. The move to Southern California solidified New Era’s presence in the action sports industry and further communicated its commitment to the action sports market.
About FUEL TV:
FUEL TV is the action sports lifestyle network for skateboarding, snowboarding, surfing, BMX, freestyle motocross, and wakeboarding. A unit of Fox Cable Networks, FUEL TV was launched July 1, 2003 and is seen in 25 million U.S. homes, also has dedicated networks in Australia and Portugal, and its content is viewed in more than 100 countries internationally. To subscribe to FUEL TV, call 877-4-FUEL-TV. For program times and other information, visit www.fuel.tv.

About Transworld Media:
Transworld Media is the world’s leading action sports media brand and publisher of action sports publications and Web sites in terms of advertising, audience, and brand recognition. Based in San Diego, California, Transworld properties reach a combined monthly audience of more than 5 million teens, one of the most challenging audiences to reach through traditional media. The division’s magazines – all leading publications in their categories – include Transworld SKATEboarding, Transworld SURF, Transworld SNOWboarding, Ride BMX, Transworld Motocross, and QUAD Off-Road Magazine. These six consumer titles, as well as the monthly trade magazine Transworld Business, are the print foundation of a multi-media platform including action sports films, leading events, and the Transworld Matrix of Web sites, found at www.Transworldmatrix.com, the largest action sports community online. Transworld is a division of the Bonnier Corporation. Bonnier Corporation (www.bonniercorp.com) is one of the largest
consumer-publishing groups in America and the leading media company serving passionate, highly engaged audiences through more than 40 special-interest magazines and related multimedia projects and events.

About The Standard
Located in the heart of downtown Los Angeles, The Standard, Downtown LA is André Balazs’ second in the expanding collection of Standard Hotels: The Standard, Hollywood on the famed Sunset Strip, The Standard, Miami, a holistic and hydrotherapy spa hotel on the waters of Biscayne Bay, and The Standard, New York, currently under development in Manhattan’s Meatpacking District and opening in the Fall of 2008.
With a rooftop pool and bar with stunning panoramic views of LA, a 24-hour restaurant and extensive business facilities, the 207-room Standard, Downtown LA has revolutionized the concept of a business hotel and established a new standard for an innovative hospitality experience.