RVCA - Their main website is easily navigated, everything works, it has gone to that blog feel, but still remains RVCA with out looking like a wordpress install. But... they do use WP which annoys me a bit since their shop is in another content system. They could be saving load times and what not buy using an CMS that can do everything rather than 2 individual ones.
686 - Super consistent. They have a custom built CMS that executes the site beautifully and fast. That and the owner updates the blog nearly every single day which I think is really cool and shows his commitment to the company.
Mammoth Mountain - website is about as easy to navigate and book on as a ski resort gets. I always get annoyed when the store is taken care of by an outside source but Mammoth keeps it all contained in their own site. Aside from that, I love the design and it doesn't look like any of the other resorts out there.
This is an old website, but I love it and it still works. http://www.nike6motelnotell.com/ The design is just pretty awesome. everything else is standard.
Creative Reaction - to the point, simple, dark, elegant, an ease to navigate, doesn't look like wordpress. It's asp so I'm not actually sure what CMS they used, but likely they paid for it. The only thing I'm annoyed by is that a lot of their products lack descriptions. Maybe just cause they are still getting the season switched over.
Holden - I hate Flash. I wish people would stop using it. But if you are going to use flash, do it like Holden. Their pages always load uber fast meaning everything is loaded externally and via actionscript. It's easy to navigate. They are doing things you would have trouble doing with html5/js and therefore actually requiring flash.
