Business

Element Skateboards to open 304 Americana by Boise’s Rhodes Park

Statesman staff

August 02, 2016 03:17 PM

Element, an Irvine, Calif., skateboard company founded by Johnny Schillereff, is expanding into Boise.
Element, an Irvine, Calif., skateboard company founded by Johnny Schillereff, is expanding into Boise.
Element, an Irvine, Calif., skateboard company founded by Johnny Schillereff, is expanding into Boise.

Element plans to open 304 Americana, giving the skateboard brand a retail space and its nonprofit a Downtown Boise office.

The space, named after its street address, will open this Saturday, Aug. 6, adjacent to Rhodes Skate Park under the I-184 Connector. Element’s professional skateboard team will perform during the day at the park.

304 Americana will include a small shop, which will feature products not sold at mainstream stores, as well as gallery space for art shows and pop-up art installments.

304 Americana will also be office space for the company’s nonprofit arm, Elemental Awareness Foundation. The nonprofit has a scholarship program and organizes skate and outdoor survival camps for youths to teach skills and bolster confidence and self-dependence.

Element CEO Johnny Schillereff will give a free lecture Aug. 4 at 4 p.m. at Trailhead in Downtown. Register for the free event at trailheadboise.org.

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