It seems to come down to service when talking about the Maloofs. Just how two brothers from a family that gained its initial fortune from Coors beer distribution in New Mexico came to be involved in one of the most spot-on skate contests seems like a total mystery. But, again, service seems to be the answer.
This American family of Lebanese descent has taken the money their father made from beer distribution, hotels, trucking and banking in the Southwestern states and expanded it to casinos, sports franchises, music, reality TV and now skateboarding, all with the customer in mind. There's no doubt that they bring their own interests to the table in each one of their business pursuits, but even before the first Maloof Money Cup last year, Joe and Gavin Maloof and event handlers, listened intently to what the skaters competing wanted. This year's event has only improved, by involving Geoff Rowley, Lance Mountain, Erik Ellington and Braydon Szafranski in the street course design, picking top skaters (instead of relatively unknown contest-only skaters), adding in Wild Card skaters voted in by fans and continuing with the jam format. But, it's stil a wonder—why skateboarding?
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