Vista, CA – DC will officially take over the Standard, Downtown Los Angeles, July 31st – August 3 for The Gold Standard 2008. Conceived by DC, The Gold Standard 2008 is a hosted hotel takeover during the 2008 X Games, developed as a tribute to DC’s X Games athletes over the past 14 years. Here, DC and Monster Energy along with presenting sponsors FUEL TV and Complex Magazine will occupy all 12 floors of the swanky hotel in the heart of LA.

Over the course of the 3-day weekend, 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 that will be filled with entertainment, games, gifting, amenities, and a place to recharge and relax.  Each evening The Gold Standard 2008 will host events, where guests can enjoy cocktails, music and hang with DC and Monster Energy professional athletes.

FUEL TV joins The Gold Standard 2008, bringing The Daily Habit, a half-hour daily interview and variety show, on location at The Standard. For the first time ever The Daily Habit will be filmed outside of its regular studio and onsite at The Standard.  Each of the five episodes being filmed will include interviews and footage with DC and Monster athletes, as well as give viewers an insider peek of The Gold Standard 2008 experience.

The dates that these shows will air are: Monday, August 11 to Friday, August 15, 2008,

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.

Since the inception of the Summer X Games, DC sponsored riders have taken home a combination of 62 medals. For more information on The Gold Standard 2008, DC athletes, coverage, photos, blogs and videos of the weekend, please visit www.dcshoes.com/goldstandard <http://www.dcshoes.com/goldstandard> .

DC would like to thank partner Monster Energy Drink, presenting media partners FUEL TV and Complex Magazine, and supporters Incase, New Era Cap, Spy Optic, Fatboy, Skull Candy and Fender.

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, snowboard boots, outerwear, snowboards 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 <http://www.monsterenergy.com> .

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 Complex
Complex Media LLC, the publishing and new media division of Marc Ecko Enterprises, is the leading provider of music, style and lifestyle content dedicated to emerging trends for young men. The company launched in 2002 with Complex magazine, a men’s style guide and lifestyle publication with a circulation of 340,000 and launched the Complex Media Network in August 2007.  The Complex Media Network is a vertical ad network consisting of 13 Web sites: Complex.com, Slamxhype.com, Nicekicks.com, Bastardly.com, Nahright.com, KarmaloopTV.com, Onsmash.com, Complexvideo.com, Dasgamer.com, Kicksonfire.com, Dailydrop.com, Streetball.com and Planetxbox360.com, generating 53,000,000 page views and over 5 million unique visitors per month.

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.

Tags: DC Shoes

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