DC Takes Over The Standard Hotel, Downtown Los Angeles

DC, a leader in performance skateboarding shoes and renowned action sports brand will officially take over the Standard hotel, Downtown Los Angeles,
July 31st – August 3 for The Gold Standard 2008. Conceived by DC, The Gold
Standard 2008 is a hosted hotel takeover during the 2008 X Games, developed as a
tribute to DC’s X Games athletes over the past 14 years. Here, DC and Monster
Energy along with presenting sponsors FUEL TV and Complex Magazine (owned by  Marc Ecko), will occupy all 12 floors of the chic hotel in the heart of LA.

Over the course of the 3-day weekend, guests will be treated to the ultimate
VIP experience at the hotel, while the biggest action sports event in the world
happens just down the street at the STAPLES Center and Home Depot Center. During
the day, guests will have exclusive access to lounges that will be filled with
entertainment, games, gifting, amenities, and a place to recharge and relax. 
Each evening The Gold Standard 2008 will host events, where guests can enjoy
cocktails, music and hang with DC and Monster Energy professional athletes.

FUEL TV joins The Gold Standard 2008, bringing The Daily Habit, a half-hour
daily interview and variety show, on location at The Standard. For the first
time ever The Daily Habit will be filmed outside of its regular studio and
onsite at The Standard.  Each of the five episodes being filmed will include
interviews and footage with DC and Monster athletes, as well as give viewers an
insider peek of The Gold Standard 2008 experience.

The dates that these shows will air are: Monday, August 11 to Friday, August
15, 2008, airing weeknights at 9:00pm ET (6:00pm PT) while re-airing later in the
evening at 12:00am ET (9:00pm PT), and the following weekday at 2:30pm ET
(11:30am PT) and 5:30pm ET (2:30 pm PT.

Since the inception of the Summer X Games, DC sponsored riders have taken
home a combination of 62 medals. For more information on The Gold Standard 2008,
DC athletes, coverage, photos, blogs and videos of the weekend, please visit www.dcshoes.com/goldstandard.

The Standard, Downtown