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SQUAW VALLEY, Calif. — January 10, 2008 — Squaw Valley USA in California, one of the top winter sports destinations in the country, has enjoyed an illustrious history that includes serving as host site for the 1960 Winter Olympics. The renowned resort will soon achieve a new milestone when 48STRAIGHT (www.jeepsports.com) (www.jeepsports.com), the largest sports, music and entertainment event to hit Squaw Valley in nearly a half century, comes to town on Feb. 8-11.
Billed as the “Loudest Show on Snow, 48STRAIGHT is a jam-packed weekend of on-snow and off-snow activities designed to celebrate the mountain culture, including ski and snowboard cross racing and halfpipe competitions, over a dozen live concerts, street parties, fashion shows, film festivals and environmental expos. The event emerged from the consolidation of the Jeep® King of the Mountain Series, one of the most renowned professional race programs over the past 15 years and The Ski Tour, an event which made a visit to Squaw Valley in its inaugural year, combining the highest level of racing with unmatched musical offerings.
The sports action will kick off on Friday, Feb. 8 and Saturday, Feb. 9, when arguably the world’s most thrilling snow sport events, snowboard cross and ski cross racing, get underway during the Jeep King of the Mountain competition. Headlining the line-ups will be none other than South Lake Tahoe’s Shaun Palmer, the legendary extreme sport athlete that brought home his first title in nine years at the season’s first race in Telluride, Colo. Joining him will be a who’s who of Olympians, World Champions, National Champions and World Cup titlists, including Nate Holland, Seth Wescott, Daron Rahlves, Casey Puckett, Lindsey Jacobellis, Anik Demers-Wild and Ophelie David. With a share of $250,000 and the keys to a new Jeep on the line, shoulder-to-shoulder, high-speed dramatics are all but assured. Then it’s time for the ski halfpipe and snowboard halfpipe athletes to take center stage on Sunday, Feb. 10 and Monday, Feb. 11 at Squaw Valley’s Mainline Park.
The heart and soul of the weekend is the 48STRAIGHT Music Festival, an abundance of diverse live performances featuring some of the top acts in the industry, spread across town at popular hot spots and the enormous Basecamp Pavilion. A sampling of the entertainers signed on for Squaw Valley include:
Live Music — Friday, Feb. 8
Rock Kills Kid — 7 p.m. @ Basecamp Pavilion
Based around singer/songwriter/guitarist Jeff Tucker, this California alternative rock outfit made noise with the release of its post-punk-inspired Are You Nervous full length debut.
The Roots — 8:10 p.m. @ Basecamp Pavilion
One of the newest acts on the Def Jam label, this Philadelphia group showed the way for live rap, building on Stetsasonic’s “hip-hop band” philosophy of the mid-’80s by focusing on live instrumentation at their concerts and in the studio. Industry insiders recognize The Roots as one of the greatest live shows in the music industry.
Devil Makes Three — 10:30 p.m. @ Plaza Bar
Devil Makes Three has been setting the San Francisco Bay Area ablaze with their hyper driven version of old-time music. The trio’s sound combines bluegrass, primitive country music, folk, rockabilly, Piedmont blues, and ragtime, played with a blazing post-punk attack.
Rose Hill Drive — 10:30 p.m. @ Bar One
This young rock power trio from Boulder, Colo., is credited with other innovators for the revival of traditional hard rock and early metal/psychodelic. Their hard-driving rock and blues sound is reminiscent of 1970’s stalwarts Led Zeppelin, Deep Purple and Cream.
DJ Logic — 10:30 p.m. @ Zenbu Lounge
Bronx-born turntable maestro DJ Logic, real name Jason Kibler, is widely credited for helping to bring jazz into hip-hop’s sphere of influence.
Club 48 — Reetro Bash with Sweet Polyester & The Platforms — 10:30 p.m @ OVL Room
Retro disco and funk flair will be a necessity while taking in the groove hits from the ’70s and ’80s by one of Southern California’s top dance groups.
Live Music — Saturday, Feb. 9
Pato Banton & Mystic Roots — 3 p.m. @ Plaza Bar Patio & 10:30 p.m. @ Bar One
This Grammy nominated reggae singer and toaster from Birmingham, England, now performing with Chico, Calif.’s Mystic Roots, has collaborated with acts such as UB40, Paul Shaffer, David Hinds of Steel Pulse and Ranking Roger of The Beat.
Dinosaur Jr. — 7 p.m. @ Basecamp Pavilion
The now reunited band that is largely responsible for returning lead guitar to indie rock and, along with their peers the Pixies, injected late-’80s alternative rock with monumental levels of pure guitar noise.
Pepper — 8:35 p.m. @ Basecamp Pavilion
Originating from Kona, Hawaii, Pepper blends alternative pop/rock, punk, and reggae, and has toured with the likes of 311, Slightly Stoopid and Snoop Dogg.
The Crystal Method DJ Set — 10:30 p.m. @ OVL Room
Led by Scott Kirkland & Ken Jordan, Los Angeles’ Crystal Method has been referred to as America’s answer to the Chemical Brothers. A dance-based electronic duo with a definite rock band feel, complemented by a solid base of American hip-hop, rock, soul, and pop.
Bedouin Soundclash — 10:30 p.m. @ Plaza Bar
This reggae-influenced Canadian band started in its native Kingston, Ontario, won a battle of the bands competition at Queen’s University, and has gone on to open for David Usher, Default, the Slackers and Wide Mouth Mason, among others.
BULA Club Night Surprise DJ Performance — 10:30 p.m. @ Zenbu Lounge
The Soundcatcher Soundsystem, featuring DJ VADIM, Abstract Rude and Yarah Bravo
Full event information, including dates, times, locations and ticket information for 48STRAIGHT concerts, street parties, fashion shows, film festivals and environmental expos can be found at 48straight.com . Tickets may be purchased for concert events at ticketweb.com .
Coverage of the action from Squaw Valley will be televised to a national broadcast audience on February 23 and 24 on CBS Sports and on nationally syndicated television beginning February 23. Check local listings for specific air dates and times.
The Jeep® King of the Mountain was established in 1993, and Jeep serves as the event’s title sponsor. The winter series, now in it’s 15th season, is the sister event to the Mountain Biking World Professional Championships. Other marketing partners for the Jeep King of the Mountain Series include Crocs, Firm Green, Infinity, John Paul Mitchell Systems, Monster, Sprint, Spyder, Squaw Valley USA and Village at Squaw Valley USA.
The Jeep brand expanded to seven nameplates in the 2007 model year, the most available to retail consumers at one time in the brand’s 66-year history. With the introduction of the all-new 2008 Jeep Liberty mid-size sport-utility vehicle (SUV), the Jeep brand offers customers the freshest, most capable and widest range of sport-utility vehicles under one brand in the industry.