BRA CONTINUES TO SERVE SPECIALTY ACTION SPORT RETAIL INTERESTS AMIDST CHANGES TO TRADESHOW SCHEDULE
Date: 11/2/2010
- 11/2/2020
SURF, SKATE AND SNOW RETAIL REMAIN HEALTHY AS INDUSTRY GEARS UP FOR BIG HOLIDAY SEASON
It is with great fondness in our hearts, and enthusiasm for what the future holds, that the Board Retailers Association (BRA) announces a change in the action sport industry tradeshow landscape on the West Coast. Since 1981, the Action Sports Retailer Trade Expo (ASR) has been the centralized location for the surf and skate manufacturing and retail community. Nielson Media, the parent company of ASR, announced yesterday that Action Sports Retailer has ceased operations and will be cancelling all upcoming tradeshows including January 2011.
"The cancellation of ASR is certainly bittersweet for me," said BRA Co-Chair and Co-Owner of Surfside Sports, Duke Edukas. "On one hand, an iconic tradeshow that has helped retailers like myself build their shop over the years is gone, and on the other hand, our industry has the opportunity to design an event format that meets the needs of our modern day business models."
As an industry partner with ASR, BRA has been heavily involved in this decision, and has worked closely with ASR over the years, as well as SIMA and IASC, to meet the demands of a changing industry. This includes mass shifts in manufacturing production schedules, technological and product developments, an increased need for retail-focused educational programs, and the addition of Class@ASR, Crossroads and Sacred Craft. As the action sports industry continued to grow, evolve and become a multi-billion dollar business with global recognition, the 29 year-old ASR Tradeshow format no longer met the needs of our diversifying industry.
Despite necessary modifications, BRA recognizes first and foremost that it is essential to have an event on the West Coast where manufacturers and retailers can continue to come together to conduct business and we are committed to developing a model that meets the needs of retailers and manufacturers alike. It is in that vein, that BRA is working with SIMA and IASC to continue the research we've been conducting for the past 18 months to re-invent the West Coast tradeshow format into a structure that accounts for the various needs of the action sports industry. We all recognize the importance and significance in having an event that serves as a place for buyers and vendors to meet face-to-face, for up-and-coming brands to grow and develop, for retailers to have a platform for educational initiatives and most importantly, a place for manufacturers to present their new products and accompanying marketing campaigns. BRA will continue to keep the action sports industry up to date as these initiatives materialize.
"As we move forward as an industry and embrace the changes that accompany the shift in the West Coast tradeshow landscape, I can't help but look back on the close relationship between BRA and ASR," said Mike Duncan, BRA President. "Without the support of ASR over the years, the association wouldn't be where it is today. We are forever indebted to our friends at ASR for their long-term support of the specialty retail community, and the founding of BRA as a viable industry association, in particular."
In addition to focusing on the development of a new West Coast tradeshow model, BRA will continue to serve the needs of our specialty retail membership. The association is the strongest it has ever been in its 10 years of existence, both financially and in terms of membership support. We remain committed to bringing retailers educational programs, industry research, discounts and benefits. Above all, we will continue to represent the interests of specialty retailers as we work with our industry partners and other associations to create an opportunity on the West Coast where we can continue to come together in a business focused environment.
About BRA
The Board Retailers Association (BRA) is a non-profit trade association representing almost 3,000 action sport storefronts across the country. The association serves as the preeminent voice, for independent retailers on a grassroots level with manufacturers, trade show representatives, and other associations. BRA also works to provide educational resources and exclusive discounts and savings from vendors on the day-to-day costs of business. For a complete explanation and description of Retail Member benefits, visit www.boardretailers.org
Documents: ASRPressor.pdf
BRA Proud Sponsor of 6th Annual Reef/Sweetwater Pro-Am Surf Fest
Date: 6/21/2010
Location: Oceanic Street, Wrightsville Beach, NC
Website: wblivesurf.com
Surf Fest Largest Surfing Contest on the East Coast
The 6th Annual Reef/Sweetwater Pro-Am Surf Fest will be held July 16-18, 2010 on Oceanic Street, in Wrightsville Beach, North Carolina. This year's event features a $20,000 pro prize purse. The Surf Fest is one of the largest surfing contests on the East Coast and attracts surfers from around the world.
Former event champions include pro surfers Rob Machado, Aaron Cormican, Asher Nolan, and Jeremy Johnston. Returning to this year's event lineup is former ASP World Championship tour standout and Wilmington Sports Hall of Fame inductee, Ben Bourgeois. Other pros competing in this year's event include Mike Losness, Paul Fisher, Jay Thompson, Nick Rozsa, Dylan Goodale, Heath "Nutty" Walker and Tonino Benson. In all, 96 professional surfers from around the world will descend on Wrightsville Beach to surf in the 3-day event.
Amateur divisions include Guys 15 & Up, Guys 14 & Under, Guys Open Longboard, Girls Open, Girls Open Longboard, and crowd favorites - the Guppy division featuring young, beginning surfers and the Tow-At Expression Session.
This event is made possible by the following sponsors: Action Sports Now, Reef, Sweetwater Surf Shop, Wblivesurf.com, Red Bull, Spy, Dakine, JS Surfboards, Futures Fins, Eastern Surf and Skate Supply, WB Surf Camp, Tower 7, Café Del Mar, King Neptune, Sunbelt Rentals, Sage Island, Board Retailers Association, Red Dogs, A&M Screenprinting, Frank Williams Building Company, and Eastern Surf Magazine.
IASC AND BRA COLLABORATE ON LOCAL SKATESHOP DAY
Date: 9/19/2011
Celebration for Specialty Skateboard Retailers to Take Place October 9-10, 2010
The International Association of Skateboard Companies (IASC) and the Board Retailers Association (BRA) have teamed up to create an annual manufacturer-driven retail holiday for core skate shops on October 9-10th, 2010. In its first year, Local Skateshop Day is an industry-wide, collaborative effort designed to increase sales and retail traffic for specialty skate shops across the country. Local Skateshop Day encourages manufacturers to focus their attention on the front lines of their distribution, the core skateboard retailer.
"Skate shops have always been essential to the heart, soul and spirit of skateboarding." Says Don Brown, IASC Chairman. "By creating ‘Local Skateshop Day' skateboarding, as a whole, can focus on driving awareness, energy, support and friendship to our family on the front lines- the core retailer. It's essential that we do whatever it takes to support these shops in order to keep the true passion and creativity of skateboarding alive."
Manufacturers will team up with local skate shops to host sponsored events, promos, demos, limited product releases, discount programs and more; all of which are designed to support core shops, staff and most importantly, increase skate related retail sales.
"As a specialty skate retailer, I appreciate the effort by IASC and its member companies to create a consumer focused ‘holiday' designed to drive sales to local skate shops during the lull between the back-to-school and holiday seasons. As Chairman of the Skate Committee for BRA, we are stoked to be partnering with IASC and skate manufactures on a joint initiative designed to support the grassroots retailers that are the backbone of the industry," said George Leichtweis, Owner Modern Skate & Surf.
For more information on Local Skateshop Day and ways that you can get your company or skate retail shop involved, look for your Local Skateshop Day event kit in the mail or visit www.skateboardiasc.org or www.boardretailers.org.
About IASC
The International Association of Skateboard Companies (IASC), the non-profit trade organization that represents the united voice of the skateboard industry, was founded in 1994. In 2003, IASC was restructured into the organization that founded Go Skateboarding Day. Driven by skate industry leaders, IASC strives to promote skateboarding, increase participation educate and save members money. For further information, please visit www.skateboardiasc.org.
About BRA
The Board Retailers Association (BRA) is a non-profit trade association representing almost 3,000 action sport storefronts across the country. The association serves as the preeminent voice, for independent retailers on a grassroots level with manufacturers, trade show representatives, and other associations. BRA also works to provide educational resources and exclusive discounts and savings from vendors on the day-to-day costs of business. For a complete explanation and description of Retail Member benefits, visit www.boardretailers.org
Documents: LocalSkateshopDayPressor.pdf
Public Skatepark Development Guide
Website: publicskateparkguide.org
New Updated and Improved Second Edition Available
The Public Skatepark Development Guide, the indispensable handbook for public-skatepark advocates, is now available in an updated and improved second edition. First published in 2007 by the Tony Hawk Foundation, Skaters For Public Skateparks, and the International Association of Skateboard Companies, the ultimate guide for community-skatepark advocates was available for free, and supplies quickly disappeared.
The new 128-page second edition features updated information and expanded chapters, including skatepark vision, advocacy, fundraising, design, and management, plus several supplements and visual aids. Author Peter Whitley revisited the material and compiled updates from dozens of experienced skatepark advocates around the country to make the Public Skatepark Development Guide second edition even more informative and helpful than the original version.
At its meeting in December, the Tony Hawk Foundation Board of Directors voted to fund the printing of the second edition so that this valuable resource could once again be made available to the public for only the cost of shipping. To order the book, visit publicskateparkguide.org.
SIMA & BRA JOIN FORCES TO CO-PRESENT SURF SUMMIT 13
Date: 3/21/2010
Location: Los Cabos, Mexico
Website: https://www.boardretailers.org/RetailEducation/BRARetailSummit/2010BRARetailSummit/tabid/143/Default.aspx
Together SIMA & BRA Aim to Bring More Leadership Power to Surf Summit 13
ALISO VIEJO, CALIF. & WRIGHTSVILLE BEACH, N.C. (January 26, 2010) - The Surf Industry Manufacturers Association (SIMA) and Board Retailers Association (BRA) are proud to announce they have joined forces to present Surf Summit 13, to be held May 12-15, 2010 in Los Cabos, Mexico.
This year the annual Surf Summit conference will be taken to the next level by unifying the SIMA and BRA conferences into one event that will truly encompass and showcase the entire surf industry. With a larger manufacturer and retailer presence and a stronger representation of the industry's top leaders, Surf Summit 13 will be a more complete union of the tribe.
"Surf Summit can only be made better by including the Board Retailers Association members and staff," said Doug Palladini, SIMA President and VP of Marketing for Vans. "I'm really pleased that the BRA leadership agrees in all the mutually beneficial gains that can be generated by combining our forces for this important leadership event going forward."
Each year, Surf Summit attendees address important issues facing the surf industry, share ideas, network and help shape the future of the industry. The format for Surf Summit 13 will be similar to years past with surf sessions in the morning, educational seminars in the afternoon, and attendee dinners and events at night. All SIMA and BRA members are encouraged to unite the tribe by attending Surf Summit 13.
"We look forward to the synergy of having retailers and manufacturers in one place discussing issues and concerns facing the surf industry, learning about ways to better improve our businesses and at the end of the day, having a drink and bettering our friendships," said Duke Edukas, BRA Co-Chair and Co-Owner of Surfside Sports.
Surf Summit 13 will be returning to the same venue as 2009, the Crowne Plaza Resort Los Cabos (www.cploscabos.com). The all-inclusive, beachside resort is located close to all the hot surf spots, including East Cape, which is just 40-minutes away. With all rooms boasting an ocean view, two colossal pools, and as much great food as you can eat, the Crowne Plaza Resort Los Cabos will provide an epic experience for all attendees.
Surf Summit 13 registration materials, including package pricing and speakers, will be mailed in the beginning of February. For more event information, please visit http://www.sima.com/surfsummit.aspx or SIMA members can contact Shannon Park at Shannon@sima.com and BRA members can contact Melissa Clary at Melissa@boardretailers.com.
ABOUT SIMA
The Surf Industry Manufacturers Association (SIMA) is the official working trade association of more than 300 surf industry suppliers. Founded in 1989, SIMA is a non-profit organization that serves to promote awareness of the surf industry and participation in the sport of surfing through public relations efforts and a variety of services, educational programs and research. In addition, SIMA actively supports oceanic environmental efforts through its 501(c)(3) charitable environmental foundation, the SIMA Environmental Fund. In the past 21 years, SIMA's Environmental Fund has raised more than $4.9 million for environmental groups seeking to protect the world's oceans, beaches and waves. The SIMA Humanitarian Fund, also a 501(c)(3) charitable foundation, was established in 2006 to award grants to various surf or boardsport related social and humanitarian non-profit organizations whose efforts are focused on improving the quality of life, health and/or welfare of people. For more information regarding SIMA, please visit www.sima.com. Follow SIMA at Twitter.com/SIMA_SURF.
ABOUT BRA
The Board Retailers Association (BRA) is a non-profit trade association representing 550 action sport retailers in the surf, skate, snow, wake, kite and wind industry with almost 3,000 storefronts across the country. East and West Coast retailers formed the Board Retailers Association in February 2003. Under the direction of BRA's Chairman and Board of Directors, the association serves as the preeminent voice, for independent retailers on a grassroots level with manufacturers, trade show representatives, and other associations. The Board Retailers Association also works to provide educational resources and exclusive discounts and savings from vendors on the day-to-day costs of business. BRA Retail Members receive industry research and statistics, financial forms and worksheets, legal advice and sourcing solutions. Retail Members have exclusive access to archived retail articles, industry links, news sources and event planners. For a complete explanation and description of Retail Member benefits, visit www.boardretailers.org
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Board Retailers Association Renews Endorsement of ActionWatch
Date: 4/1/2009
WRIGHTSVILLE BEACH, NC (April 1, 2009) - The Board Retailers Association has renewed its endorsement of ActionWatch, the action sports industry's POS-based market-tracking service developed by AA Data Company.
"ActionWatch is an important service to help surf and skate retailers stay on top of national trends in the industry and to provide benchmark data to compare our stores against," said Todd Roberts, BRA chairman and co-owner of ZJ Boarding House. "We encourage all action sports retailers to participate in this program - it's free to retailers and provides many valuable benefits to its members and to the industry as a whole."
The ActionWatch Retail Panel currently includes more than 200 independent specialty surf and/or skate stores throughout the nation. Participating retailers receive access to a series of over 50 relevant reports that are updated each month along with comprehensive annual reports that include detailed information on each significant product category and the performances of the top brands in each product class.
"In addition to the great benchmarking and trending data, one of the most valuable benefits to retailers is that ActionWatch helps increase the voice of the independent specialty retailer," stated Melissa Clary, BRA Executive Director. "As this is one of the main goals of the Board Retailers Association, endorsing ActionWatch is well aligned with our mission."
Retailers participate by providing monthly sales and inventory reports, which are translated into a product and categorization system, before being merged together. This process serves the purposes of combining the data into a usable format and also protecting the confidentiality of individual store's information. Participation can be automatic or require only a few minutes each month, depending on the POS software used by the retailer.
"Market-tracking programs like ActionWatch can't exist without participation of the industry's retailers, so we really appreciate BRA for encouraging their members to be a part of the program," states Cary Allington, co-founder of AA Data Company.
More information about the ActionWatch program can be found at www.ActionWatchReports.com.
BRA Conducts Retail Focused Survey on Tradeshow Schedule
Majority of Retailers not Initially in Favor of Moving September Tradeshows to August in 2009
WILMINGTON, NC, NOVEMBER 5, 2007 - In response to industry feedback regarding the dates of the Surf Expo and ASR Tradeshows, the Board Retailers Association (BRA) recently conducted a retail-focused survey to gauge buyer's initial response to moving the September show dates back to August. Over the past couple of years, apparel and shoe companies have begun to break their lines earlier, pushing up ordering deadlines and making the September tradeshows less timely. As a result, both ASR and Surf Expo are considering moving the September show in 2009 to the middle or end of August.
One hundred and fifteen retailers representing at least 240 store locations, as well as every aspect of the board sport industry from surf, snow and skate to boutique and resort replied to the BRA survey on the upcoming tradeshow schedule. 62.1% of the respondents were from the East Coast and Puerto Rico, 17.6% indicated they were from the Midwest while the remaining retailers indicated they were from the West Coast or Hawaii. Of the survey respondents, 81% indicated that they regularly attend the Surf Expo tradeshow and almost 40% attend ASR.
Of the 40% of respondents who attend ASR, a slight majority (57%) of retailers indicated that they preferred for ASR to remain in September after the Labor Day holiday. To affirm their position, 27% of these retailers indicated that they would not attend the show if the dates were moved to August, while almost half (43%) of survey responders indicated that they would attend the show no matter what dates were selected. 14% of the 40% that attend ASR actually indicated they were in favor of the show moving dates to August.
Like ASR, retailers who attend Surf Expo (81% of retailers surveyed) initially prefer for the show to keep its current dates in September. 13.2% selected the fourth week of August as a potential substitute and 12.1% indicated that they would prefer the show take place in the third week of August. Half (50.6%) of the retailers who responded to the survey and currently attend Surf Expo indicated that they would no longer be able to participate in the show if the dates were moved to August. 24.2% were neutral to the change while 13.2% actually preferred the move.
The Board Retailers Association will continue to work with tradeshow organizations as they collect, analyze and evaluate both retail and manufacturer feedback on the 2009 show dates. BRA would like to thank retailers for taking the time to complete the survey.
Q1 2010 Specialty Retail Survey Highlights
Date: 6/6/2010
Website: http://bit.ly/SpecialtyRetailReports
Based on forecasts developed in January 2010, at the end of Q1, 31.1% of the specialty retailers that participated in the Board-Trac/BRA Specialty Retail Quarterly Survey exceeded their forecasts; 29.5% were on plan and 39.4% were under forecast. While this may not sound terrific to some, it is. Answering the same question asked one year ago, only 14.5% of the retailers had exceeded forecast and 61% were under forecast, a 35.4% positive change.
While expected, Q1 2010 sales compared to the previous quarter, Q4 2009 decreased. This is a cyclical pattern that has been consistent following the holidays. However, while sales were down, the majority retailers reported that margins were up. Thirty-eight percent (38%) of the specialty reported an increase in margins from in Q1 over Q4 09; 27.5% reported a decrease in margins. This is significant in two ways. Fewer retailers reported a decrease in margin compared to Q4/Q3 09 and it is significant difference from the 46.4% of the specialty retailers that reported a decrease in margins from Q4 08 to Q1 09.
There are many product categories for specialty retailers to consider when thinking about products to carry. According to the survey, retailers continue to see skateboard hardgoods and footwear as two of the most important categories for their business. They also added surf apparel as a third, important category.
To find out more of retailers have to say about product categories, the brands that drive their business, product mix and other relevant issues regarding retailing in action sports, visit
http://bit.ly/SpecialtyRetailReports
LOCAL BUSINESS OWNER TO ATTEND CHINA ACTION SPORTS RETAIL SUMMIT
Date: 9/16/2010
Wilmington native and local business owner Mike Duncan will be a presenter at the China Actions Sports Retail Summit and CASE this month. Held September 25th-28th in conjunction with a Surfing Festival in Hangzhou, China, the Summit will bring together experts in the actions sports industry to focus on how action sports retail is evolving in the country and how US retailers can grow business in China during these fundamental, early years. The summit will include panels and Q & A on how US brands and independent retailers can partner to grow their business. "The potential for growth in this new, growing market is unlimited, and we are excited to be a part of this conference," said Duncan.
Mike will be attending the summit on behalf of Board Retailers Association - a nonprofit organization that represents over 3,500 US storefronts in the action sports industry. The association is recognized nationally as the representative of surf, skate, snow, wake, wind and kite specialty retailers. BRA identifies ways of lowering the day-to-day costs of doing business and negotiates on behalf of the group to strengthen the specialty retail distribution base and grow the industry. The Board Retailers Association serves as the preeminent voice for independent retailers with manufactures, trade show representatives and other associations. Mike's experience in the action sports industry does not stop with BRA. He is also CEO of Warehouse Skateboards, an online skateboard store with over 15,000 products, all skate specific. WarehouseSkateboards.com is the go-to place on the internet to buy anything from decks, wheels, and accessories, and for skaters to immerse themselves in the online community Mike has created. Mike is also CEO of Sage Island, a local marketing agency with a large action sports client base.
BRA AND BOARD-TRAC RELEASE QUARTERLY SALES SURVEYS
Date: 6/24/2010
- 12/31/2010
Website: http://bit.ly/SpecialtyRetailReports
FOR THE ACTION SPORT MARKET
WRIGHTSVILLE BEACH, NC., JUNE 24, 2010 - Since the inception of the partnership in 2008 between the Board Retailers Association (BRA) and Board-Trac, the industry's marketing and research resource, nine quarterly reports focused on specialty retail sales in the action sport market have been published. Each quarter, BRA's retail members respond to questions related to sales revenues, margins, category and brand comparisons, vendor support, their views on trade shows and much more.
Board-Trac compiles the data into a 35 + page report each quarter and makes the reports available to the industry for $250 each. Click here for more information or to purchase reports now.
BRA has found our partnership with Board-Trac to be invaluable, and the data even more valuable. The quarterly reports have not only given us a light during tough economic times, but have given courage and encouragement to our members in an unprecedented tumultuous environment.
Take advantage of the sales information available and a special discounted rate on an annual subscription. Order all four quarterly reports in 2010 for $500. A savings of $500.
To find out more about what retailers have to say about product categories, the brands that drive their business, product mix and other relevant issues regarding retailing in action sports, visit http://bit.ly/SpecialtyRetailReports.
ABOUT BRA
The Board Retailers Association (BRA) is a non-profit trade association representing 550 action sport retailers in the surf, skate, snow, wake, kite and wind industry with almost 3,000 storefronts across the country. East and West Coast retailers formed the Board Retailers Association in February 2003. Under the direction of BRA's Chairman and Board of Directors, the association serves as the preeminent voice, for independent retailers on a grassroots level with manufacturers, trade show representatives, and other associations. The Board Retailers Association also works to provide educational resources and exclusive discounts and savings from vendors on the day-to-day costs of business. BRA Retail Members receive industry research and statistics, financial forms and worksheets, legal advice and sourcing solutions. Retail Members have exclusive access to archived retail articles, industry links, news sources and event planners. For a complete explanation and description of Retail Member benefits, visit www.boardretailers.org
Media Contact:
Melissa Clary
Executive Director
Board Retailers Association
P: 910-509-0109 x 1005
melissa@boardretailers.org
Documents: BRA_Message_to_Manufacturers.pdf
SIMA/BRA INDUSTRY BOOT CAMP HUGE SUCCESS
Date: 3/24/2009
Location: Huntington Beach, NC
Retailers and Manufacturers Join Together for a Day-Long Open Forum
Wrightsville Beach, NC (March 24, 2009) - The Board Retailers Association (BRA) teamed up with the Surf Industry Manufacturers Association (SIMA) for the first-ever Industry Boot Camp: An Open Forum for Retailers and Manufacturers on March 19th in Huntington Beach. Both sides of the action sport industry came together for a day of education, networking and an open dialogue to discuss issues such as customer service, marketing support, green products, merchandising, trade shows, distribution strategies and product innovation. This sold out day-long event is a continuation of efforts designed to bring retailers and manufacturers together as we work to promote the sport and lifestyle we all love. Special thanks to SIMA, Monster Energy, Transworld Business and Surf Expo for their support and sponsorship.
Retailers began the day with an opening address by Dick Baker, SIMA Chairman Emeritus and Todd Roberts, BRA Chairman and Co-Owner of ZJ Boarding House. Following breakfast, retailers had two back-to-back Breakout Sessions led by Alan Roseman of Strategic Results and Gregg Solomon, an independent consultant formerly with Quiksilver Retail. Roseman's detailed presentation focused on merchandise planning, utilizing POS data and inventory management, while Solomon led an interactive discussion on retail issues ranging from lease negotiations, financing and small business loans, financial forecasting, store operations, design and marketing. After a joint lunch with manufacturers, Boot Camp attendees spent the afternoon rotating through seven moderated roundtable discussions.
"The success of Industry Boot Camp was evident to all attendees. Between the high caliber of speakers, interaction amongst both retailers and manufacturers during the roundtable discussions, and the overall positive vibe, the joint event serves as a stepping stone for bringing the industry together," said Roberts.
BRA plans to build on the momentum of the Industry Boot Camp and the discussions started there at the upcoming Retail Summit to be held April 22 - 24, 2009, in Huntington Beach. The Retail Summit is an opportunity for retailers from across the country to gather for three days of educational seminars, interactive workshops and networking opportunities. In addition, the BRA Retail Summit will also include retail shop tours, a beach bonfire and dinner, as well as a movie premiere party at the Newport Beach Film Festival. For additional details, a list of seminars, presentations, and to register for the BRA Retail Summit click here.
SURF INDUSTRY RIDING OUT THE ECONOMIC STORM
Date: 7/21/2009
Findings of SIMA’s Retail Research Show Resiliency of the Surf/Skate Industry
The surf/skate industry is showing notable resiliency during recent global economic challenges, posting U.S. retail sales of $7.22 billion in 2008 according to the Surf Industry Manufacturers Association (SIMA). In a third-party research study conducted by the Leisure Trends Group (LTG) and commissioned by SIMA, the 2008 SIMA Retail Distribution Study, findings released today indicate that the surf industry is holding strong.
The study indicates that the surf industry experienced a slight dip in 2008 with retail sales hitting the $7.22 billion mark compared to $7.48 billion in 2006 (a 3.5% decrease). Softness was most apparent in the fourth quarter of 2008, coinciding with the global economic indicators of that time. However, the surf industry has shown substantial growth of 10% for the last five years. The SIMA Retail Distribution Study is conducted biannually, and launched in 2004 with findings showing U.S. surf/skate retail sales at $6.52 billion at that time.
"While the surf/skate retail industry is not immune to the downward pressure on retail sales nationwide caused by the global recession, the resiliency of the surf/skate industry is very positive and promising," says Doug Palladini, SIMA President and Vice President of Marketing for Vans. "Powerful brands with close connections to their consumers will see us through these challenging times and put us in a strong position as the overall economy rebounds."
The 2008 SIMA Retail Distribution Study cites several key factors as driving the overall consistency of the surf industry, including: loyalty of core surfers and skaters to the lifestyle and sport; and, the increasing demand for surf/skate footwear and accessories as evidenced by the double-digit growth of these key categories.
Passion and youth largely drive the surf industry. Surfers and skaters view the industry as a lifestyle, not a passing trend. Because of this, core retailers often tend to feel the downward pressure of sales in tough economic time less than the larger retailers and chains as the core retailers attract enthusiasts. While large-scale retailers may attract customers seeking mainstream fashion trends, when times get tough, those customers often are not loyal. For core surfers and skaters their sport is a necessity and, while they might not be spending as much, they keep frequenting their surf and skate shops looking to fill-in on items such as accessories and replacing old or worn-out items. According to LTG, experience shows that sports industries are some of the first to recover from negative global events and previous recessions.
"There is evidence that the industry has underlying support from core surfers and skaters," says Sean Smith, Executive Director of SIMA. "Because passion drives us more than money, our industry is more likely to weather economic storms. Even when times are tough we're still going to surf, and we're likely to purchase the attire and equipment needed for us or our kids to pursue this passion. That's not to say that the past year hasn't been challenging as it has been for our industry and others, but this data shows we can be confident the future looks bright."
The foot is responsible for the largest double-digit growth noted in the 2008 SIMA Retail Distribution Study. The total footwear category (men's and women's shoes and sandals) experienced a hike of 15.6% since 2006 to $1.5 billion in sales recorded in 2008. While men's footwear and sandals contribute most to this category claiming 77% of sales ($1.15 billion), women's sandals saw a significant 3% increase in their contribution to the category during the last two years, growing from $143 million in sales in 2006 to $210 million in 2008.
"Shoes have moved to the center of the teen wardrobe, with classic and skate styles setting the pace in youth fashion trends," says Palladini.
The accessory category experienced the second-highest increase, climbing 13.1% over 2006 to a total of $561 million sold in 2008. Sunglasses and hats led the charge in increased sales, with duffel bags and watches also contributing strongly to the category's 2008 success. Of note, sunglass sales have been trending significantly upwards during the last five years, growing from $81 million in sales in 2004 to $151.5 million in 2008.
"Depth and breadth in accessory assortments have moved the category from ‘impulse' to ‘must-have,'" states Palladini. "The quality of design and production in areas such as hats and sunglasses among action sports brands has increased exponentially in the past decade."
Apparel (which includes men's and women's clothing, swimwear and boardshorts) has held strong as the largest category, generating the most sales overall with $1.7 billion (down just 0.8% from 2006). Men's/boy's apparel accounts for 62% of these sales ($1.0 billion). Men's boardshorts also continue to see growth, increasing to $204 million in 2008 sales, up from $124 million in 2004. Women's swimwear recorded significant growth as well, increasing sales by $34 million during the last two years to hit $85 million in 2008.
Top Surf Industry Trends
1. Footwear: The overall footwear category (men's and women's shoes and sandals) experienced the most growth in 2008 with sales of $1.5 billion - an increase of 15.6% from 2006.
2. Accessories: Continue to see strong growth in this high-margin product category, which includes sunglasses, watches, bags, hats, belts and wallets. Accessory sales grew 13.1% from 2006 with total sales of $561 million. Sunglasses, hats and wallets saw a gain in their contribution to the overall category.
3. Apparel: This product category generated the most sales with $1.7 billion (down just 0.8% from 2006), with men's/boy's apparel accounting for 62% of these sales. Men's boardshorts and women's swimwear have continued to see growth as well.
4. Wetsuits: Fullsuits continue to drive wetsuit sales. For the first time, the study indicates the average retail price for wetsuits is $214, with 82 as the average number of units sold per year in a surf shop.
5. Hard Goods: Skateboard decks are the highest volume seller with 821 units sold being average for a retailer. Surfboard fins are the least expensive hard good, averaging $52 and 507 units sold. Also, in surfboard sales, the percentage of hybrid boards (fish/eggs/funboards) significantly increased in 2008 compared to 2006.
Board Retailers Association Announces 2009-2011 Co-Chairs
Date: 7/15/2009
Growing Association Restructures to Provide Bi-Coastal Representation
WRIGHTSVILLE BEACH, NC (July 15, 2009) - The Board Retailers Association (BRA), a non-profit representing 550 independently owned surf, skate, snow and wake retailers, is pleased to announce Duke Edukas from Surfside Sports in Costa Mesa, CA, and Deepak "D" Nachnani from Coastal Edge in Virginia Beach, VA, as BRA Co-Chairs for the 2009-2011 term. Duke and D. replace Todd Roberts, from ZJ Boarding House in Santa Monica, CA, who successfully served as Chairman since 2007. Todd will retain his position as a Member of the BRA Board of Directors.
"It was a pleasure and an experience to represent my fellow retailers as BRA Chairman," said Todd Roberts. "I have no doubt that Duke and D. will continue to successfully lead the association through these tough economic times into the future."
"Todd was an exceptional Chairman and we are indebted to him for his service to the action sport specialty retail market," said Mike Duncan, President of BRA. "We are excited to welcome Duke and D. as co-chairs to better represent the diversity of our members geographically, as well as their size and product diversification."
"I am honored to serve as BRA Co-Chair with Duke," said D. Nachnani of Coastal Edge. "This is the first time in the history of the association that a Chairman has been from the East Coast. Being part of BRA, has helped me to grow personally, network with key industry leaders and grow my business. I look forward to sharing that experience with other retailers," continued Nachnani.
Over the next two years, BRA plans to continue to grow its retail certification program, educational offerings, industry research and charitable contributions. "The purpose of the association is to unite specialty retailers and serve as a voice in the industry," said Duke Edukas of Surfside Sports. "I look forward to utilizing my industry connections, experiences and over 25 years in business to build on the strength of that voice."
Please join BRA in welcoming Duke and D as BRA Co-Chairs at the upcoming Surf Expo and ASR tradeshows.
Documents: Co-Chair PR.pdf
Men's Apparel Forecasted to be Key Driver For Action Sports Specialty Retailers in 2009
Adapt accordingly. And, thrive in 2009. Specialty retailers look to the future.
Thank goodness 2008 is over. There wasn't a single place you could hide on this planet without being bombarded with bad news. And, unfortunately, the action sports industry did not escape the impact the economy has had on businesses in every industry sector.
According to specialty retailers who participated in the Board-Trac/BRA Quarterly Specialty Retail Research -- the Q4 2008/2009 Business Outlook, 58.2% indicated that their 2008 sales were down from 2007 levels. No surprise there. Like 2008, 2009 will be a challenging year. However, unlike 2008, retailers are going into 2009 better prepared.
29.7% of survey respondents said that apparel will be the most imortant category for their store's growth. However, apparel sales has also been one of the biggest challenges. Over-distribution of brands is the number one concern for specialty retailers. A topic that has spurred much debate at industry summits and trade shows. Private label will will continue to be a key weapon in the retailer's arsenal in 2009.
The economy will continue to be one of the biggest, if not the biggest challendge for retailers this year. Some of the biggest challenges a specialty retailer faces in 2009 are the brands they currently carry.
Documents: Specialty_retailers _thrive_in_2009 (4).pdf
Board Retailers Association Prepares to Host Annual Retail Summit
Date: 4/16/2009
WRIGHTSVILLE BEACH, NC (April 16, 2009) - The Board Retailers Association (BRA) will host the Retail Summit VI next week in Huntington Beach, April 22 - 24, 2009 at the Hilton Waterfront. The Retail Summit is a three day educational conference with seminars focused on topics ranging from credit and debt management to pricing and discounting, interactive workshops focused on opening a dialogue between retailers and manufacturers, and fun networking opportunities. This is the first time this event has ever been held in the continental United States.
The Retail Summit will kick off Wednesday, April 22nd with a keynote address by Tommy Knapp, former Founder of Honolua Surf Co. and former SIMA President, speaking to retailers on strategies for winning in tough times. Since he has been both a retailer and a manufacturer, and is now an Adjunt Professor of Entrepreneurial Studies at USC, he can provide insight into everything from customer service to keeping the passion alive. Following Tommy, retailers will hear a presentation by Cary Allington of ActionWatch, State of the Skate Industry, a retail and manufacturer panel on pricing and discounting as well as a Skatetech Seminar by Professor Schmitt.
That afternoon retailers will be treated to a beach demo day where manufacturers and retailers alike take to the water for an afternoon surf session. Later that evening, Volcom is hosting a Welcome Dinner and Reception poolside.
On Thursday, April 23rd, retailers will begin the day with a presentation by Dina Cipollaro, from Fundamental Training Solutions. She is going to lead an executive coaching session focused on leadership training. She has spoken at a number of snow industry events and has a great reputation as an inspirational and motivational speaker. Also that day are presentations by Angelo Ponzi of Board-Trac, State of the Snow Industry by Ed Wray of SIA, State of the Surf Industry and a surf manufacturer panel. Both ASR and Surf Expo will be on hand to lead an interactive discussion and answer retail questions regarding the new tradeshow schedule and added show benefits. That afternoon Quiksilver and Roxy are sponsoring a retail shop tour.
Friday begins with a presentation by Charlie Cotton. Charlie is an energized speaker who will address merchandising and visual presentation. Following Charlie, Mike Duncan will speak on Twitter, Social Media, SEO and PPC. That afternoon retailers will benefit from a seminar on customer service and employee training, as well as an update from SurfAid, the specialty retail survey results and an ASEC sponsored panel on action sports industry growth amidst a volatile economic environment. That evening, retailers will attend the premiere of the film Waveriders as part of the 2009 Newport Beach Film Festival Action Sports Film Series. Following the screening, retailers will be invited to attend the Action Sports post-party at the Sole Technology loft, hosted by Etnies, the NBFF and ChopShop.
BRA would like to thank all the manufacturers and vendors that have supported and sponsored the Retail Summit with a special thanks to our Headline Event Sponsors: Surf Expo, ASR, Quiksilver, Roxy, and Volcom.
Click here to access the Retail Summit VI Schedule.
3point5.com Addresses Word-of-Mouth Marketing at Board Retailers Summit
Date: 1/1/2009
SALT LAKE CITY, UT (April 27, 2009) - A recent NOP World study revealed that 93 percent of customers identify word-of-mouth as the best, most reliable source of ideas and information on products and services - a 26 percent increase from 25 years ago.
So it came as no surprise when an eMarketer survey revealed that 70 percent of Inc. 100 companies are planning a word-of-mouth marketing campaign in the next year - it's the No.1 growing marketing vehicle.
Addressing the Board Retailers Association Summit VI in Huntington Beach last week, 3point5.com Sales Manager Matt Ford addressed ways his company harnesses word-of-mouth marketing online.
"We target some of the most influential word-of-mouth sales influencers on the planet - retail salespeople," Ford said.
3point5.com builds online training sites for manufacturers and retailers in the Action Sports, Snowsports, Outdoor, Bike, Hunt/Fish, Golf and Tennis industries. Retail salespeople register and train for free, earning deep discounts on products they sell by passing "Edu-Games" testing brand, technology and product knowledge. More than 130 brands count training sites on 3point5.com, which is accessed regularly by more than 140,000 registered users working out of more than 16,000 retail locations.
BRA Retail Summit VI gathered retailers from across the country for three days of seminars on topics ranging from credit and debt management to the current state of the board sport industry. Interactive workshops focused on opening a dialogue between retailers and manufacturers as participants reconnected with old friends and built new business relationships.
"3point5.com is the perfect solution for a range of retailers - from large companies like REI and Cabela's on down to specialty shops with just a few employees," said Dave Stockham, Vice President of Retail and Member Services.
Firewire surfboards, Flow snowboards, SkullCandy and Hobie, Smith and Costa Del Mar sunglasses are among 3point5.com clients who serve board sports retailers.
"3point5.com was a natural choice for the Summit," said BRA Executive Director Melissa Clary. "Their proven online training method is an efficient conduit for product information and a hassle-free way for retailers to re-ignite their employee-purchase programs. This gets products into the hands of those who know them best."
Online retail trainer 3point5.com and the Board Retailers Association recently announced a partnership to build and promote Web-based training for the board sport industry.
Under the agreement, 3point5.com offer free sponsorship benefits on BRA-created training courses and delivers marketing capabilities to BRA, including the ability to conduct polls, surveys, offers, events and administrative functions. In addition, BRA retail members receive free three-month trial upgrades to 3point5.com subscription-based services and free hosting on one BRA-created course for a month.
In exchange, BRA endorses 3point5.com within the board sport industry as the online resource for its members' retail employees.
About the Board Retailers Association
The Board Retailers Association (BRA) is the unified voice and action group representing independent board sports retailers across the United States. The name Board Retailers Association reflects the multidimensional aspect that most retailers in our industry have. Surfboarding, skateboarding, snowboarding and wakeboarding all share a central theme as board sport retailers. BRA organizes and expresses the views and concerns of independent board sport retailers to manufacturer's associations and major trade show organizations in an effort to help promote our industry and support the board sports specialty retailer.
For more information:
Visit the Board Retailers Association Web site at www.boardretailers.org for more information.
Contact 3point5.com Sales Manager Matt Ford at mford@3point5.com or at 801 456-6981.
For a 3point5 demo visit: www.surfskate.3point5.com
Member ID: demosurf
Password: skate