Now a recognised Olympic event with millionaire athletes, it seems hard to believe that snowboarding was once dismissed as a fad and unwelcome at alpine resorts. The sport has come a long way and Burton has been there every step of it.

There are few moments when you can look over your shoulder and appreciate the journey taken, but none more timely than the 2009 Burton European Open. This year marks a decade of continual growth and progression, culminating in what is largely regarded as the biggest and most important snowboarding event on the planet.

The best athletes in the world will be there, including Olympic gold medalist Shaun White and UK medalist Jenny Jones, along with hundreds of hopefuls who take advantage of the open registration; battling it out for the lions share of the $125 000 prize money. The event has never been so popular, with all 400 open places being snapped up in a matter of days.

Now at its fourth location since it’s inception in 2005, The BEO has laid its hat in LAAX. The first event happened in resorts around Innsbruck in 1999. After a years break the BEO moved to Fieberbrunn in 2001 to join the legendary Lords of the Boards event. In 2002 the BEO got revamped and found its base for 3 years in Livigno, Italy. Since 2005 the Swiss freestyle resort of LAAX is the official home of the BEO.

To complement the amazing riding that will be taking place, Burton have drafted in The Streets to entertain the masses – making this 10th Anniversary Burton European Open an the best line-up yet.