The Choice was established in 1996 by soon to be pro skateboarder, Paul Machnau. Back then the shop was called 'Boarders Choice', and it was tiny/awesome. That was back when skate shops were skate shops. There was always a VHS in the VCR, an old couch to hang out on, and even a couple of tee shirts to purchase. 
Since then the ownership has changed, the business moved into a bigger building, and our product selection has exploded. Even though we have grown up, skateboarding and snowboarding is still our number one passion. That's why we do what we do, why we still have games of skate every Thursday night in July, and why we close the shop down if the hill gets 20cm of pow.