The Franco Experience

Purchasing a Custom Snowboard Turned into an Unparalleled Experience

In February 2023, my friend and I parlayed a business meeting in Tokyo into a dream snowboarding trip to Niseko, Japan. Little did we know that it would be one of the worst conditions Niseko has had in recent years, but we made up for it by meeting Jackson Hole snowboard legend Mikey Franco at dinner one evening. We started chatting with the couple of guys next to us and ended up hitting it off, finding ourselves at a pop-up 1942 tequila ice bar in the parking lot after dinner. The night ended with drunken memories to cherish, but also a spark of inspiration to chase powder dreams in the US mecca for snowboarding, Jackson Hole.

After a couple of weeks back home reflecting on the conversation we had with Mikey and Instagram posts of the epic custom snowboards he crafts, we were itching to ride some amazing boards in the winter wonderland of Jackson Hole. We packed our bags once more and met up in Jackson Hole for The Franco Experience.

Morning Session: Expert Instruction

After arriving the night before, the day commenced by meeting up once more with Jackson Hole’s renowned snowboard guide, Mikey Franco. Unbeknownst to us until we arrived at the gondola in the morning, we quickly found out that Mikey is the unofficial mayor of Jackson Hole. From going to the ski shop, to standing around in the village, it seemed every local wanted to stop and say hello to him. With this notoriety and guide jacket playing to our benefit, we had the pleasure of skipping every line throughout the day, creating ample time to get lots of runs in.

On the gondola ride up the mountain for our first run of the morning, Mikey took the time to delve into who we were as snowboarders, our experience, riding style, the best day we'd had on the mountain, and even took into consideration any ideas of what we would want our custom boards to turn out like (shape, material, composition, and graphics). The first run was a little nerve-racking having never ridden with a guide or on Jackson Hole before; however, after an initial run with Mikey leading us on the mountain and getting an initial fall out of the way, nerves settled and the joy of snowboarding took hold. Mikey began to ride behind us for a couple of runs and really observed how we interacted with not only our boards, but the terrain itself.

We stopped at the bottom of our second run for him to make adjustments to our stance based on conditions of the day and how we were riding, explaining the reasoning behind what he was doing. It’s incredible to think I’ve been riding since I was a kid and have never adjusted my +13/-13 stance to change the feel and experience of riding based on the conditions, terrain, and style I am riding that day.

Comprehensive Mountain Tour and Learning Experience

As we traversed across the mountain based on conditions, where the good snow and sun were, and where the crowds weren't, Mikey took the time to impart his lifetime's worth of knowledge and reasoning about where and why he was taking us to different areas of the mountain. This extensive tour of Jackson Hole’s varied terrain included access to less frequented trails and hidden powder stashes, showcasing the mountain’s diverse offerings. His in-depth knowledge of the mountain ensured that each run was challenging, exhilarating, and different from the last, highlighting the optimal routes for different skill levels and snow conditions.

In addition to the tour, we were given one-on-one instruction to help refine fundamental techniques and introduce more advanced maneuvers to assist our own riding. His methodical instruction, emphasizing balance and weight distribution, posture, and fluid movements, led to immediate improvements in my snowboarding proficiency and provided something I will carry with me into future seasons.

Lunch Break: Culinary Excellence

A midday break was well warranted to process the amazing morning we had. Mikey led us to one of the mountain's esteemed restaurants, The West Bank Grill. Although the menu was extensive, I settled on the house recommendation of a gourmet burger and a delicious local beer, which provided much-needed sustenance and an opportunity to discuss the morning’s activities. The restaurant's ambiance and high-quality food underscored Franco's commitment to offering a comprehensive and exclusive experience.

Custom Snowboard Craftsmanship

A highlight of the day for me was the introduction to several of Mikey’s custom snowboard creations after lunch. Based on observations and discussions throughout the morning, Mikey proposed I switch to one of his boards that would be a tailored sample of an all-mountain board that I had indicated interest in during our morning conversation on the gondola.

Riding this board was a completely different experience than any board I had ever ridden previously. It handled exceptionally well, held its edge, allowed me to get low and carve in ways I had never experienced before, while still maintaining enough pop and stability to feel comfortable doing anything. With its black base and expert wax job, it carried speed effortlessly over any terrain. The top sheet gave it a personality that no other board on the mountain (or in the world) had. I entered a flow state riding this board. It made me excited to see what Mikey’s ingenuity, creativity, and experience would create for me from this bespoke service.

Afternoon Session: Community Engagement

The afternoon session included local riders and Franco’s friends joining us for a series of fun laps. These riders, familiar with the mountain’s nuances, contributed to a dynamic and enjoyable session. Their insights and camaraderie added a communal aspect to the experience, further enriching the day.

Mikey continued to provide targeted tips, facilitating continuous improvement and confidence while riding his exceptional creation. As we mobbed around the mountain in a group of 5-15 riders depending on the run, we even got to experience Jackson Hole’s famous rock drop “Mikey Likes It”, named after our notorious guide himself. I had never ridden with a group that large, but it was a special experience to be involved and accepted by a group of local high-caliber riders, something that would never have happened without the Franco Experience, regardless of how nice everyone in Jackson is.

Conclusion: A Premier Experience

The day concluded with a sense of accomplishment and a deeper connection to the sport and lifestyle of snowboarding. The combination of expert instruction, exclusive mountain access, and riding the best snowboard I had ever ridden truly was a one-of-a-kind experience. I fell in love with snowboarding in a way that I didn't know was possible that day, and the prospect of Mikey making a custom snowboard for me has me itching to ride as much as possible this coming season.

Photos by Keegan Rice.