TURN DOWN THE VOLUME: Steve Rozendaal announces the end of Volume Video
After six years of ski movie magic, 32-year-old Steve Rozendaal of Volume Video Magazine has called it quits. Rozendaal, the Salt Lake City based owner of Blue Ribbon Productions, has decided to make volume’s 13 and 14 the last in his Video Magazine collection.
Over the years, Rozendaal has documented numerous historic events on skis, filmed countless sessions on both Pyramid and Chad’s Gap, and helped promote the lesser known athletes that otherwise may never have had the chance to shine.
A Vermont native with a ski racing background, Rozendaal grew up with a passion for snow and the mountains. It’s no surprise that he quickly opted to spend his college career at the University of Utah in Salt Lake City, close to the hills and perfect for snowboard bumming. Ironically, even after all his years of skiing, Rozendaal switched to snowboarding once he moved to Utah.
Long before Rozendaal was the eye behind the camera, he was the subject and talent on the other end. A die-hard snowboarder in pursuit of a snowboarding career, Rozendaal shot with film buffs such as Kris Ostness, rallied snowboard competitions from Alaska to New Zealand, and embraced the Wasatch Mountains as his home. But like many striving to find a niche in the professional athlete industry, Rozendaal soon realized that it wasn’t going to pay the bills. With a degree in Sociology and Criminology under his belt and a stagnant snowboarding career, he knew it was time to find a new angle—one that would still keep him in the mountains and close to the snow. In 1999 Volume Video Magazine was born.
Even though he had become an avid shredder, Rozendaal went back to his roots when he started Blue Ribbon Productions and Volume Video Magazine. Perhaps it was just a nostalgic spark that drew him back, but he says he saw something new and fresh within skiing. “Kris [Ostness] was filming skiing stuff that had never been done before,” said Rozendaal. “Besides, ski or snowboard, we’re all on the hill and in the mountains.” After evaluating the competition and looking at the snowboard versus ski movie scene, skiing looked like the better route.
With the help of Thomas O’Brian, as Rozendaal had zero film or movie background, he learned to use the computer, edit footage, and compile digital segments that would eventually become volume’s one through 14. His intention was to tap into a new market—video magazines. Even if the line eventually blurred, he originally wanted to separate himself from the ski movie competition. His videos were to be more informative and interview based, covering the overlooked aspects of skiing—anytime, anywhere. He documented the little things like contests, tricks in the trenches, and the lesser known athletes. He filled a void that others wouldn’t touch, never worrying about perfect conditions. “I’ll miss not being able to document the little things anymore,” he says. While it has always been an on-going financial struggle, this past year has been one of serious question and reevaluation for Rozendaal. He lost several major sponsors and thought realistically about the competition around him. “I don’t deal with the financial side very well. I call the riders and shoot, but not the businesses,” says Rozendaal. As this past year progressed, it became clear that 13 and 14 would be Volume’s last.
Rozendaal’s decision to retire Volume is by no means the end of Blue Ribbon Productions or his filming aspirations. He already has plans to work with Johnny Decesare and Poor Boyz this winter, and he looks forward to doing more TV oriented work down the road. He also mentioned that he’d love to do side projects like commercials and ads, which he could never commit to previously when Volume was in the picture.
“Working with Johnny will be a great, new opportunity,” says Rozendaal.. “It’s an opportunity to advance my skills and shoot 16mm.” He admits it will be different—less documentary style and more like a movie. “I will probably miss having total control of the project,” he says.
Rozendaal makes it very clear that there are no hard feelings, he has no regrets, and looks forward to the future. Volume has left him with priceless memories, crazy experiences, and good friends. “There were a lot of highlights for sure,” he says.