For four decades, The Boardroom Snowboard Shop has been one of Ellicottville’s most recognizable hubs for riders who live for winter. Positioned at the beloved “6113,” the shop has built its reputation on core snowboarding culture - authenticity, community, and a level of stoke that borders on legendary. Heading into the 2025-26 season, that energy is stronger than ever. Last year’s standout winter only fueled the fire, and the crew is more than ready to kick off another round of chairlift laps, shop hangs, and good-old-fashioned snowboarding hype.

This season brings a wave of exciting updates inside the shop. The Boardroom doubled down on its motto of “getting a little bit better every year,” welcoming back the powerhouse C3 brands - Union, CAPiTA, and Coal - while dialing in their hardgoods wall with tech-forward innovations from Burton, Jones, Anon, and Oakley. The store itself also got a refresh: a sharp new road sign crafted by longtime Holiday Valley patrollers Mike and Rosalee Mayernick, a new flagpole flying both Old Glory and a Bills flag, and a layout that leans hard into visual merchandising and thoughtful product curation.

Despite all the upgrades, what remains unchanged is the shop’s heart: the people. The Boardroom continues to champion the mom-and-pop model - everything in the shop is placed with intention, customer service is treated like a craft, and visitors are greeted with genuine smiles, eye contact, and even the occasional beagle cameo from Lincoln. With Spencer and Molly Timkey at the helm, and Tanner and Cal (the youngest generation of Timkeys) often adding to the playful chaos (Hess trucks included), the shop’s family-first feel is as much a part of its identity as the gear on the walls.

And at the center of it all: The Boardroom’s loyal following comes not just for the goods, but for the culture - one built on shared passion, local pride, and a desire to see snowboarding thrive in Western New York. From in-store demos and tune-ups powered by their new WAXFUTURE infrared waxing machine, to their ever-growing line of branded apparel, the shop continues to give riders a place to rally around. As the lifts get closer to spinning, The Boardroom is already buzzing, proving once again why it remains a cornerstone of Ellicottville’s winter scene.

INTERVIEW WITH SPENCER

eNOW: How’s the stoke level heading into the 2025-26 season at The Boardroom?

SPENCER: We’re in the business of hyping snowboarding, and business is BOOMING. The stoke has never been higher at 6113, mainly because we’re still riding high from the hammer that was last season. Suffice to say, we’re ready to get this party started.

eNOW: What’s new in the shop this year? Any fresh board brands, apparel lines, or collabs you’re pumped about?

SPENCER: Oh man, where to start? “Every year just gets a little bit better.” That’s a mantra we try to live by and this year we feel like we got a lot better. To start, we are thrilled to once again welcome the C3 family of brands - Union, CAPiTA, and Coal - back into the shop. Union has joined forces with Burton to bring you a Step On binding, and add in FASE (Fast Entry System) binding tech from Jones, we’ve really dialed in the hardgoods wall. Anon dropped the M6 and M6.S goggle this year, and Oakley built on the success of their Line Miner Pro with a Flight Deck Pro - magnetic lens changing interfaces with two PREMIUM lenses. Super hyped on everything in here.

eNOW: It looks like the shop got a facelift this year…

SPENCER: When I bought the business from my folks, I wanted to put my own spin on it, which is why we rebranded with our current logo. The iconic Shield will never die… but it needed a breather. We tasked longtime Holiday Valley ski patrollers and #friendsoftheboardroom Mike and Rosalee Mayernick to build us a new road sign, which we think looks insanely good. Add in a new flagpole for Old Glory (and a Bills flag) to fly high, and 6113 will look a little different when you drive by.

eNOW: You guys put a heavy emphasis on visual merchandising, curation, and customer service. What goes into that?

SPENCER: The mom & pop, brick-and-mortar specialty shops are too few and far between anymore, and we understand that we have to give people a reason to come see us. We know they can buy it online or at GENERIC MEGA OUTDOOR STORE, so it’s the little things that separate us. Every SKU in this store was chosen for a reason, each sock and glove and goggle put in a specific spot. Add in the down-home service you’ll get from our crew - you know, like being acknowledged when you walk in the door with a smile, hello and eye contact - and that kind of rounds out who we want to be as a shop. We switched some things around this year that will help with overall retail flow, and I really pride myself on product callout tags that highlight the price and features to make the shopping experience more… wholesome. Plus, Lincoln (the beagle) and our two sons (Tanner and Cal) are here all the time, so it adds to that family atmosphere. (Please don’t mind the Hess trucks scattered across the floor.)

eNOW: The Boardroom has always had a loyal local following. What do you think keeps riders coming back year after year?

SPENCER: Community. We want to be genuine, authentic, and show people that we actively care about snowboarding. We’ve said this many times: the WNY (and regional) snowboard community can go pound for pound with anybody in the country. This crew cares. They want to not only ride chairs together but break bread as well. So we try and cultivate that as much as we can. And it’s a two-way street. We give the community a flag to fly under, and they reciprocate by supporting us. It’s a healthy, symbiotic relationship.

eNOW: Are there any special in-store events, demos, or tuning services planned as winter kicks off?

SPENCER: We always look forward to the consumer demo at Holiday Valley, this year on Saturday, Dec. 13th, where our reps come and hang and you can ride awesome snowboards for free. We run our demo fleet out of the store every day all winter, and that cost is applied to the purchase price if you buy something that day. We did pick up a Wintersteiger WAXFUTURE, an infrared waxing machine that’s part SkyNet, part iRobot, part teenage wax technician. Look for our Stay Tuned Pass, which is unlimited tune-ups all year long.

eNOW: You guys have put a heavy emphasis on branded apparel…

SPENCER: Back by popular demand! We’ll never get tired of black hoodies, but there’s something to be said about elevating the pieces that have our logo on them. We brought back the Oakley Riding Hoodie in four colors (home run), and added a ton of really great technical women’s pieces as well. Find Boardroom branded apparel from 686, Burton, Airblaster, Oakley, Autumn, and Pukka. The Boardroom FW26 Collection is now available in-store and online.

eNOW: What’s one piece of advice you’d give to someone buying their first snowboard setup?

SPENCER: Snowboarding is fun, so why not have fun when you’re buying it? Go to a shop. It doesn’t even have to be our shop. Just go to a shop. Smell the wax. Pet the dog. Immerse yourself in the culture and the community and the vibes. We’re not here to tell you not to do your own research - that’s a big part of the process - but the entire thing can be so overwhelming, it’s easy to get yourself in a mental pretzel. Ask questions about camber profiling and core materials. Don’t settle for something you don’t absolutely love. And for the sake of Ullr, make sure the boots fit!

eNOW: If The Boardroom had a theme song for this winter, what would it be and why?

SPENCER: Kickstart My Heart. Motley Crüe. The hype train goes off the rails when that plays.

eNOW: Finish this sentence: “You know it’s shred season in Ellicottville when…”

SPENCER: The lifts aren’t spinning but there are fresh tracks down Yodeler.

The Boardroom Snowboard Shop | 6113 Route 219, Ellicottville

boardsandpowder.com | @boardroomeville