On her appearance on one of the last episodes of Fuel TV’s now cancelled show The Daily Habit, Tara Dakides was wearing a shirt that said, “Omatic Not 4 Riders.”
Apparently, she’s not to happy with the way things went down at the snowboard company that she was at one time involved with. Here’s what Dakides said on her Facebook page:
Omatic used to be something I was proud to stand behind because for me it meant Pure Snowboard Love, Fun, Creativity and Rider Owned. We were little but strong until greed walked in the door. I walked away a few years ago with a fight, but that fight has come to an end. I am no longer owner of what Omatic used to be. After a year of Lawyers trying to settle, the fight is over. Good did not win and now Omatic is for Sale. Omatic is owned by an attorney who knows nothing about what true snowboarding is and a lot of good people who believed in Omatic where taken advantage of. . .
Strangely, Tara didn’t mention Todd Richards or Jason Kanes. Or course, it didn’t take long for Richards to add a comment on her post:
hey tara…did you pay hampus tara louie and chenille out of your own pocket ? i did you. . . remember there are two sides to every story and i lost a shitload of cash on omatic. i don’t really remember you putting any hard cash into the company…have a nice day.
It’s rough when a dream dies. But sometimes, “that’s just business.” For the rest, click the link.
[Link: Tara Dakides’ Facebook]
The brand was a joke from the start. Todd, you’re an idiot for spending your own money. Tara, you’re an idiot for thinking omatic was a legit brand. You signed because you wanted cash. Your board didn’t sell… get over it.
Joke.
You’re a joke. Why the hate?
i was stoked on omatic, they brought humor to the retardation of snowboarding. “joke” apparently prefers the ”supply co.” side of snowboaridng.
the reality is the brand started out as a sell out brand to the box stores, then that fell apart and they tried to reinvent. I like todd alot, unfortunately it was a bad investment. Kinda hard to accept the brand after that start though.
That’s the best part about omatic. Their initial partnership with TSA. Claim “core” and sell out from the start. Direct shipment from factory to TSA. Hell TSA even was a partner.
The brand was stupid from the get go. When the half baked TSA strategy failed they struggled to claim some sort of core status. Their marketing plan… hand out free boards to the kooks that worked at shops who couldn’t get free boards from the top tier brands. How did you spot a kook on the hill? Find the omatic board.
Omatic was about the money from day 1. Ironically. It made zero dollars in profit ever.
Marketing 101, your customers aren’t stupid.
i would agree with that, omatic’s targeted audience did not match their sales channels of general sporting goods stores. hence, the demise.
You’re all a bunch of pussies for not posting with your real name so you can all suck it. Todd’s a good guy, snowboarding is business. All you stoner hippies fighting the “cause” for what you think is your industry are dumb. Jason and Todd worked hard to try and build a company, I sat with them through on snow demos while you all sat in your rooms playing XBox and soaking off your parents.
If you don’t know the real story shut your pie hole, if you think you know the real story then don’t be a pussy and tell us who you are so you can be called out as the poseur you are.
Punks.
Tim Bean
timmy, or tim bean,
if you read my post , you can see I like todd, but If you think the brand didn’t start as a sell out brand, then you are the mistaken one my friend. I own a shop, their goal was to sell in a box, so you are full of shit if you think I am playing x box while they are out there being core. I bet those snow demos were lonely, WHy would a snow shop give omatic a chance, and we know tsa doesn’t go to on snows.
You sound like a lost 20 year old kid. If todd lost money on this it was because he made a bad decision. You can be as defensive as you want to be, but the reality is what it is.
see ya punk
schfaaaaaaaaaaackkkkkkkkkk
”…I sat with them through on snow demos…”
yeah, you ”sat” while we all rode. stupid fuck, enjoy pouring coffee while blaming everyone but yourself for the failed company you worked for.
dont worry, NIGHTMARE will save snowboardings sinking ship. Broke as a joke yet still building boards ourselves on our own terms and not giving a fuck what the snowboard industry has to offer. Unlike all of the “grass roots” snowboard companies that hide under a blanket of false statements like “handbuilt” & “handmade” bullshit, our bottom line is not the dollar sign. Afterall, who wants to hangout in a kooked out place while everyone stands around tickling each others balls while repping how “rad” each other looks in a tall tee. Every companies snowboards look the fucking same. The snowboard industry is a fucking lame joke and has zero connection with reality. At least we can be honest with our approach:
marketing: Invent cures to which there is no disease.
advertising: Arrest the human intelligence long enough to get money from it.
Nightmare don’t care, O-Matic was sold at large sporting goods stores—their story was doomed from the start…all the more reason for this pathetic Nightmare plug.
your right,
that was a pathetic plug
i think more people read this site than watch the daily habit.
Sorry, but after reading this article and the comments and even Googling it’s still not clear at all what exactly happened besides the fact that Omatic is now for sale, their founders or investors lost quite a bit of money on it, and the website apparently still lists riders that don’t ride for the brand anymore. Anyone care to elaborate on the actual sequence of events here for those of us who aren’t looped in?
I liked Tara’s anti Jeenyus t-shirts better.
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