Tag Archive for: surf industry

Love on the Rocks: California and the U.S. Surf Industry

21 Feb
February 21, 2012

Love on the Rocks: California and the U.S. Surf Industry

Dear U.S. SURF Industry (SIMA Members, Grind Media, ASP NA, New Media, Shapers, Pros, Joes, Rebels and Start-ups):

Greetings from sunny Florida!

I hope this letter finds you well and that you have been enjoying some bountiful surf. We’re not complaining over here. Seems like there have been great waves all year. And hurricane season– well, you got a little taste of it in NY. (I hope you enjoyed your trip east and found your way around the city). We scored much more of the same down here (BretIreneKatiaLee, Maria, etc.,), only without wetsuits. The water temps have retreated into the mid-60s lately, though. I guess all good things have to come to an end sometime– which brings me to the reason I’m writing.

I know we don’t see each other a lot, but we’ve been friends for a long time. And I care about you. Everyone here in Florida does. But there’s something important that I need to tell you. It’s not easy and I hate to have to be the one to do it, but I just think you need to know.

You see, California– she doesn’t love you any more.

Surfing? Yes.

But you– the surf industry? Sorry man, afraid not.

Trust me, I’m on the websites and message boards. She’s been talking about you behind your back, dude. Nasty stuff. I’m hearing words like “incestuous”“soulless”“hose”“monumental screw-up”“sickly”“polluted”, “dangerous”“evil” and “lame”… She’s over you.

But, here’s the deal: While you’re not a kid any longer, you’re still plenty young; not too old to bust a move and make a transition in your life. So what I’d like to suggest is for you to consider relocating to Florida. Yeah man, throw your gear in a bag and come on over! You don’t have to take all of Cali’s sh#%! Granted, she’s beautiful– but you have spoiled her rotten. And there’s plenty of eye-candy here. We can set you up big time. And you know, I think you’d really love it.

Most importantly, you’d have someone who loves you back.

Yeah, I know– global economic focus is shifting to Asia, and you’re a little closer where you’re at. But Florida is also a global hub for business with large modern and growing ports and airports. Consider: Once Europe finishes imploding and the US does the same, then who’s left holding the debt bag? That’s right- China! And once they are forced to restructure and we all hit the “reset” button, then where do you think the money will head? Yep, right back to the good ol’ USA– safest bet on the planet! China won’t be such a big deal, then.

Besides, even if things don’t go down exactly like that, consider: Do we (can I take the liberty of saying, “we”, because I’d really like for you to start thinking of us as your new “partners” here?) Do we really want to be in bed with China? I’m telling you– this is one of the problems that Cali says she has with you. You know… human rights issues. It’s serious stuff. And none of us want to ignore it.

Let me introduce you to Latin America

I know you’ve always loved Mexico… We do, too! And hey, the Brazos– they’re NUTS about you! Man, with surfers like AdrianoAlejoJadsenHeitorMiguel and what’s the other new guy’s name?… Oh yeah– Medina! With those guys coming on like a 9.0 California earthquake, do you think there might be a growing market for you there? Those guys are our “neighbors”! Oh, and don’t forget about Puerto Rico… and Cuba! Cuba’s coming– just a little more time… you’ll see.

Look– I know at first glance, Florida might seem a little uptight for you; maybe a little more conservative than you’re used to. But hey, a little fiscal restraint’s not a bad thing, is it? Everybody knows what Cali did with the credit cards… (Yeah, we used ours too, but they’re on ice now.) In most other areas, things are pretty relaxed here. You’d dig it!

Oh, and how about this idea? Instead of sourcing to countries that want to kick our ass and rob us blind, how about getting your apparel manufacturers together and we can all help establish a sustainable new economy in Haiti? Seriously. Your Gen Y customers want you to do better. We all do.

Did you know that at the same time he is shrinking the state budget, our Republican governor is also pledging $40 million for Everglades restoration (part of a larger $600 million plan) and is pushing a $1 billion bump for education funding? And the part of the state I’m living in– Jacksonville (where I’d REALLY like you to direct your focus), well this may sound strange– but as one astute local columnist noted, we’re the “New Progressives”. That’s right! San Francisco has nothing on us.

Just look at the facts.

Our population is younger (35.8 to 38.2) (tons of talented young artistsphotographers and filmershere). We have a new African-American Mayor– a fiscally conservative Democrat who is actually doing what he promised and now, the NFL’s first and only minority owner! Yeah- a dual-citizen Pakastani with a stylish ‘stache who “busted down the door” on the world’s most reknowned rich white guy’s club. Heck,Forbes even has Jacksonville listed at #6 on “Best Cities for Technology Jobs”! (I think I saw San Fran on there at #29). We’re happy at #6, but once our spaceports for horizontal and vertical space launch open, I think that’s when you’ll really see things blast off.

So what’s bringing businesses east (and south) to places like Jacksonville and Florida? Why did Lebron, Wade and Bosch choose the Heat over… everybody? Because Florida is business friendly. The tax advantages are huge compared to California. And financial incentives? State, local… we pay big for jobs! Operators are standing by.

But hey, this is all stuff for the suits. I know the real problem you’re having with leaving Cali is the emotional connection, right? A lot of good memories there, I know. (Hey, me too and we only hooked up a few times… Oh, I’m sorry– I didn’t mean it that way.) At first glance, Cali seems to offer a lot: 840 miles of coastline! Of course, Florida offers 1,350 by itself,  not to mention the rest of the east coast.

Surfing Heritage? We’ve been doing it here since the 1930s and Florida surfers are responsible for 13 out of 29 ASP Men’s World Titles, and 8 out 29 Women’s Titles!

Look, I’ve played in Newport. I’ve caught a couple of those solid 8’+ south swells at Huntington. Man– big ol’ perfect skate ramps! So fun!! But, we get those same waves here during hurricane season and other times of the year… South BeachReef RoadSebastianRC’sNew SmyrnaSt. Augustine and Jax Beach, not to mention the Gulf Coast– they all go off!  Think about it– Nor Cal is cold and inhospitable. And Central and Southern Cal are crowded, with growing environmental concerns. Look through your photo album. Are you really enjoying yourself?

Mavericks: Ha! Yeah, right. Take a picture. Or, visit warm, perfect Puerto Rico instead.

Steamer Lane: Cold, crowded and localized.

Rincon: Ultra-crowded.

Sandspit: Crowds, localism, pollution (although, please take note that one of your premiere breaks is indeed a SANDBAR.)

Malibu: Hollywood. Crowded and localized. A zoo.

Huntington: Rips, localism, pollution and crowds.

Trestles: Urchins, localism, crowds and soon, toll roads?

Lunada: Sure, if you know martial arts.

Newport Jetties: Rips, rocks, localism, pollution and crowds.

Blacks: OK… gorgeous, yes! But also crowded and hard to reach with wacky nudists, rips, undertow andlarge, mouthy neighbors (Yes, we have a few minor issues here. Put a band-aid on it.)

Am I missing anything here? “Secret spots” like Pt. Mugu (hmm… another beach break) or The Ranch? –  Sorry– do you have double top-secret clearance, or a billion dollars?

Let’s see, what else is in Cali’s magic spellbook?

High cost of living?

Springsuits in August?

Hollyweird?

Kelp?

Look… here in Florida, the water is warm; the people are friendly; the waves are fun; and the line-ups not nearly as crowded. The weather and the business climate are both ideal and there’s not thousands of people bitching because you’re not good enough for them. Rather, this is a place where no one will take your venerable qualities– the jobs, the business and culture that you bring to the table– for granted.

So, what do you say? Will you consider ditching Cali once and for all? Yes, she has some fine physical attributes, but maybe it’s time you considered someone with a better personality.

You know, sometimes in life, it’s best to just stop arguing, and accept that you might not be right for one another.

Author’s Note: This is my latest piece for The Inertia, a leading-edge highly-popular action sports website based out of California billed as, “The Planet’s Largest Network of Thinking Surfers” To see the response and full discussion of the article, please visit: http://www.theinertia.com/author/tim-hamby/

 

 

 

 

ASP: Is Pro Surfing Really Dead?

26 Dec
December 26, 2011

ASP: Is Pro Surfing Really Dead?

After surrendering to a flood of questions surrounding its executive leadership, the drug-related death of one of its brightest stars, and an unrelenting wave of public criticism concerning everything from the scheduling of events to the scoring of competitors, the ASP announced today that it was ceasing operations, effectively shuttering the governing body of professional surfing. The announcement by ASP Executive Chairman Richard Grellman came just two weeks after former ASP CEO Brodie Carr resigned following a high-profile math error prematurely awarding this year’s ASP World Championship Title to surfer Kelly Slater and only days after releasing its 2012 events schedule which was to feature 12 contests at premier breaks around the world with $5,675,000 in prize money. The announcement sent sponsors scrambling to rethink their global marketing strategies and competitors to rethink their careers.

Thankfully…

None of this is true.

But what if it were? Would surfing really be better off?

Clearly, surfing as a professional sport faces unique challenges. It stands at the mercy of geography, weather conditions, powerful brands and an inherent assortment of independent-minded competitors and fans, all with their own strong opinions about what surfing should or should not be. It’s an enigma, and so is easy to knock. But that doesn’t mean that the ASP and competitive pro surfing are worthless. Or worse, as some critics argue– destructive. Indeed, they’ve helped many surfers enjoy great careers in a sport they love. They’ve also helped surf-related brands to thrive, producing even more of these same lifestyle opportunities. And, they’ve progressed the overall level of surfing. Many might argue that this last point isn’t true, but pro surfing provides the macro-structure for amateur surfing, which drives the advancement of our most talented youth. If there was no structured pro surfing, you’d likely lose a lot of that. The ASP also continues to modify its judging criteria to conform with advancement in the sport, quirks like the seemingly renewed emphasis on floaters and occasional questionable scoring, notwithstanding. The ASP and pro surfing have also long provided a generally stable platform for surfer skill rankings and credibility. Is the system perfect? Obviously not. Nothing in this world is. Can it “miss” on people like Dane, Jamie O’ Brien, Bobby Martinez or others? Sure. Which is not to say that some responsibility doesn’t fall back on those same surfers to perform within the existing infra-structure if they or their sponsors feel a need for validation (or prize money). Not all of them do…

That’s a matter of choice.

And choice is always good.

That’s why I’m thankful for the ASP and the sponsors who support them. If you don’t like professional competitive surfing, don’t attend their events. Don’t watch them online. Don’t buy their sponsors’ products.

Take your board and go home.

Just to be clear – I’m speaking from the perspective of a life-long surfer, traveler and pro surfing fan (currently ranked 58th in Fantasysurfer). I’m also a marketing professional (but outside of the action sports industry, and California). But honestly– I am amazed at the voracity of the criticism leveled at the ASP and its institutional sponsors, when all of them have worked extremely hard over many years to advance our sport.

Most of the same people who rip the ASP also knock the surf mega-brands (Quik, Billabong, Rip Curl, etc.) as “soul-less”, but I think that’s lame. Those companies were started by people who were passionate about surfing. They loved it so much, they wanted to build their lives around it and they made that happen. Then, they created more opportunities for so many others to do the same thing, not to mention carrying the load when it came to promoting the sport, sharing it with the “outside” world and helping bring more of it to us through a variety of marketing and media channels.

Some decry the the mega-brands’ burgeoning relationships with China. It is no surprise that their eyes are fixed upon China due to the sheer size of markets there and the fact that China already has a vibrant youth action sports subculture. That is simply the nature of globalization, an inherent byproduct of advances in transportation and (especially) communications technology over the past 20 years. It does no good to stick your head in the sand to try and ignore it. Look at a well-regarded core action sports brand like Camp Woodward. Rest assured, they raked in a chunk o’ change taking their brand to China. And make no mistake- that wasn’t even about straightforward consumerism on China’s part, but rather the Chinese government’s ultimate goal of having the proper training facilities in place to soon begin dominating us in Olympic skateboarding and BMX! The flip side? At least the flow of goods is running from west to east for a change and perhaps as we export more western culture, an unquenchable thirst for freedom and independence will come in the box.

As for the exploitation of surfing in China– as some have noted, Kelly’s wavepool seems the perfect match. We can’t afford it. China can. And while I know better than to bet against Kelly getting his pool built somewhere, I have to confess that even the one he describes would not be that interesting to me. I should clarify that it sounds like it would be great fun to ride, just not interesting in terms of watching contests. Mechanical waves. Talk about “soul-less.” I strongly believe that the unpredictability and varying conditions of Mother Nature is a vital characteristic of what makes the current ASP world tour events so compelling and that wave selection is an integral part of a surfer’s skill set. That’s why I believe thinking about future contests in terms of wavepools will always be lacking (which is not to say that it won’t be successful, or shouldn’t be). And so we circle back to pro-surfing’s numerous core challenges. Surf in a wave pool and you increase accessibility; likely improve judging; provide viable platforms for Olympic inclusion and more affordable network broadcasts; paving the way for broader audiences and increased advertising revenue.

But you neuter its soul…

At least, in my own opinion.

Which brings us back to choice.

CHOICE is always good.

Always…

So, for those of us who appreciate the ASP and pro surfing as it exists currently – what can be done to make it even better?

I think you begin solving problems of these kinds with no-holds barred idea-fests– where no idea is a bad idea. I’ll start with a couple of softballs:

Yes, drug test the athletes. Build credibility and acceptability. The death of one of the sports icons not far removed from his prime, makes this a no-brainer.

Stop giving the cold shoulder to non-traditional brands like Nike. If they can bring more people (and money) to the party, then by God, welcome them in! If Quik, Billabong, Rip Curl and Red Bull can’t fund MAJOR NETWORK BROADCASTS by themselves, then find corporations that can. The way action sports continues to grow, certainly most major brands even remotely trying to target youth have, or are creating divisions exclusively for it. And what kind of elitists are we to say who is, or isn’t cool enough to surf?

ASP: Take control of your media rights and get the events on MAJOR NETWORK TELEVISION. The ASP’s new media offerings are uneven (per event sponsor), but improving rapidily. The heat analyzers are brilliant. And certainly, distribution via the web has massive reach potential. However, online media, despite its propensity for complete, accurate measurement isn’t highly valued (everything on the web should be “free”, remember?)- not like network television broadcasts which ultimately bankroll organizations like the NFL, NBA, PGA, MLB, etc. And contrary to popular belief, kids are not abandoning TV for new media. They watch TV more than ever, up to 3.5 hours per day. Perhaps, when our televisions and our computers finally become one (Apple and Google may argue this has already happened, but many problems still exist), then the ASP will be in a great position to leverage it further. But network television has, and will continue to be king.

How to sell the major networks given the production expense, unpredictability of conditions and no assurances that anyone further than 50 miles from any coastline will care? How about simply identifying a world-class salesperson and media rights negotiator and incentivizing them with a minimum threshold and unsparing commission structure. I mean come on– Are you telling me that you couldn’t show anyone -and I mean anyone- the slabs that I saw during Chopes this year on an off day, and dare them to not be compelled? Can you imagine watching that contest on a 50″ HDTV? Live? Heck, even if it wasn’t live! And you don’t need to show the whole contest- just highlights and the finals. Even a fully pre-produced, creatively edited special, set to popular music. Then, jack the prices up and sell that #$%!. And if Quik / Billa / Rip Curl can’t afford it, don’t assume that just because they won’t swallow it, that no-one else will. Go over their heads. Bring in Ford, McDonald’s, Apple and Target. Better yet– get all of them. And if you can’t sell events like Brazil, then can those and replace them with Mavericks. Or more Hawaii. OrShipsterns! (How insane would that be?!) The ASP generally seems to have done a terrific job with pulling together a dream tour. They just haven’t done a good job of selling their dream.

Other thoughts:

Perhaps the ASP should invest in establishing its own network or production company.

If it can’t afford to regain control of all events immediately, take a stepping stone approach and begin taking back control of one event at a time, starting with the most compelling.

Finally, for the ASP and every corporate sponsor it is connected with: GIVE BACK. You want to connect with today’s disenfranchised youth (and all the rest of us)? Show them you care by making it a point to DO GOOD in the all the areas of the world where you play. There is a fundamental cultural shift underway in reaction to a world that has been broken by greed run amuk. That doesn’t mean that capitalism is bad, that all corporations are sinister or that the ASP sucks. Only that the entire world could use a little more selflessness. Corporations have it in their power to affect serious change in the world, while inspiring an army of brand loyalists. Critical is approaching charity earnestly and creatively and in a way careful not to suggest self-appointed elites pushing Marxism as “progressive”. When you approach anything in life with this mindset, you will always enjoy success. Eastern religions call it “Karma”. Abrahamic religions (Christianity, Judaism) call it “God’s Will” or “Cause and Effect”. Bob Marley simply said, “What goes ’round, comes ’round.”

I’d like to see the ASP and competitive pro surfing come ’round.

I’m a FAN, and I’d like to continue to have that CHOICE.

Author’s Note: This is my latest piece for The Inertia, the highly-popular action sports website billed as, “The Planet’s Largest Network of Thinking Surfers” To see the response and full discussion of the article, please visit: http://www.theinertia.com/author/tim-hamby/

 

 

 

 

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