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A Chip Off the Old Video Block

Oct 11, 2006  •  Post A Comment

It’s not all video games for the 18- to 34-year-old males that tune in to G4.
Snowboarding also is apparently big with them—big enough so that the network is featuring snowboarders in its first original reality show.
While there will be plenty of downhill action, the series, called “The Block,” focuses on The Block hotel chain, which caters to the snowboarding crowd. A wild annual bash marking the end of the season has been taking place outside the hotel.
Founded by Marc Frank Montoya, billed as a snowboarding legend, and Las Vegas hotelier Liko Smith, The Block chain has locations in Big Bear Lake and South Lake Tahoe. Other locations are in the planning stages. All rooms in Block hotels come equipped with things every snowboarder needs, such as PS2 game consoles, boot/glove dryers, cordless phones and iPod-compatible mini-boomboxes. Guests receive free energy drinks, free beer, snacks, DVDs and PS2 video games at check-in. Special suites come with sit-down arcades, 1980s designs, padded walls or stripper poles.
The chain has allowed cameras into the hotel to soak up the atmosphere for the G4 series. In addition to following Mr. Montoya and Mr. Smith as they try to maintain the hotels’ blend of edginess and service, it will focus on hotel staffers who reportedly party as hard as they work.
Each episode of “The Block,” which is scheduled to premiere on G4 in January, will also feature up-and-coming hip-hop and R&B acts likely to become popular with the snowboarding crowd—not to be confused with the snowbird crowd.
“Action sports and authentic lifestyles are the perfect topics for G4’s first foray into reality programming,” said G4 President Neal Tiles.
“Working with G4 was a no-brainer. G4 and The Block Hotels share the same overall goal: Give guys a place to hang out and be themselves,” said Kevin Kearns, VP of operations for The Block Hotels.
This article is part of TVWeek.com’s Media Planner newsletter, a weekly source of breaking news, trend articles, profiles and data about media planning edited by Senior Editor Jon Lafayette.

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