To all our industry friends and family,

Thank you for supporting the Board Retailers Association cause.
Because of you we are a stronger voice, and can continue to bring
independent action sports retailers the education, technology and
the platform to stand on to address industry challenges as a whole.
We wish you a busy and successful holiday season
with lots of cash register (or POS) bells a-ringin’!

Thank you again for all that you do,

The Board Retailers Staff

*The BRA offices will be closed the last week of December. Happy Holidays!

Tags: action sports industry, board retailers association, bra, happy holidays, holiday sales

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HUNTINGTON BEACH, Calif. (October 25, 2011) – On Monday, October 24, more than 135 manufacturers and retailers reported for duty at Industry Boot Camp, co-presented by the SurfIndustry Manufacturers Association (SIMA) and Board Retailers Association (BRA). For the third time in the Boot Camp series, SIMA and BRA partnered to bring surf manufacturers and retailers together for educational seminars, roundtable discussions and valuable networking time. The ocean-front conference rooms at the Hyatt Regency Resort and Spa in Huntington Beach, Calif., were filled with attendees who were engaged in seminars thatoffered lessons on consumer research, web search optimization, marketing campaigns, public relations, media and driving sales. The event, sponsored by Surf Expo and UPS, was deemed a success by those in attendance.

“Today’s SIMA and BRA Industry Boot Camp was truly valuable for the 50 surf manufacturing companies and shops participating,” said Doug Palladini, SIMA President and VP of Marketing for Vans. “Any time we can get retailers and manufacturers together for a day of shared learning, it’s a positive thing.”

The morning kicked off with a keynote address by Kelly Gibson, President & CEO/ Rip Curl USA. Moderated by SIMA’s Executive Director, Sean Smith, in a conversation format Gibson offered insight on his vision for Rip Curl in the U.S. market, his personal thoughts on the current state of the industry and why he believes events and athletes remain an integral part of a brand’s success. Gibson expressed his passion for the industry’s core, the sport and how he believes the surf industry is the strongest it has ever been.

“As far as the state of the surf industry goes, wow, people are going to laugh at me, but I think we are thestrongest we’ve ever been,” said Gibson while addressing the Boot Camp attendees. “I think if you look at the true surf enthusiasts, whether it’s the core participants or someone that’s really interested in surf, there’s never been more. You go out in the water and you’re like, where did all these people come from? And if you look at the innovation we’ve had to do now, theinnovation I have seen in the sport of surfing in the last three to five years is probably the most I’ve ever seen and I’ve never seen surfing progress at such a fast rate.”

Following Gibson’s keynote address attendees had their choice to attend three of six seminars offered. With two separate conference rooms, seminars took place simultaneously and Boot Camp attendees could handpick the seminars that would benefit their business most.

The first seminar of the morning, Organic Search Strategy, was presented by Mark Lavoritano, Account Manager/ SEER Interactive. The theme of Lavoritano’s talk was how to drive internet traffic to your website through links, social media and search engines. While incorporating key search words into web titles and on web pages is the best way to increase search results today, Lavoritano advised the audience to start factoring search optimization skills into social sites such as Facebook and Twitter as he thinks social media is the future of search optimization.

While Lavoritano was presenting, Alexis Kopikis, Founder and President/ Krush, was speaking on his presentation titled Generation Why: An Interactive Consumer Panel Discussion, in the seminar room next door. Moderating a candid discussion with three consumers, Kopikis asked the panel about their purchase influences, decisions, shopping style and opinions on current trends. Kopikis encouraged attendees to use data, such as mass consumer feedback on Facebook, to see what is actually going on with consumers. Attendees were intrigued by the fresh and real time feedback from the panelists as well as the data compiled by Krush.

In the second round of seminars, John Faris, Director of Cross-Channel Marketing/ Red Door Interactive, presented Driving Offline Sales with Location-Based Social and Search Tactics. Some of the key takeaways from Faris’ presentation included the importance of having a mobile site, that smartphones play a large role in shopping, and that 70% of people search for local businesses online while 77% of those people searching then follow-up by contacting the business after their search.

While Faris was on stage in one room, Michael Tomson, industry leader and founder of Gotcha, led a State of the Industry Panel Discussion in the other room. Panelists Nick Cocores, Owner/ Thalia Surf Shop; Bruce Cromartie, Owner/ BC Surf & Sport; Mark Price, CEO/ Firewire; and Charlie Setzler, President/ Rusty North America, had a candid discussion regarding the present condition of surf retail and fashion. The panel unanimously encouraged attendees to take risks in design, carry new brands and not play it safe. Tomson summed up the overall theme of the panel by telling attendees to have their brands take risks, tell stories and to stay true to what they do – surf.

For the third seminar of the morning, Mike Lewis, Editor-in-Chief/ TransWorld Business, took the stage to lead a panel discussion on PR and the Media – Conveying Our Story to the Masses. The panelists included PR expert Lora Bodmer MacDowell, Founder/ Deep Communications, and seasoned media member Rebecca Nordquist, General Editor/ ESPN The Magazine. The discussion shed light on how to get surf into the mainstream media. A few of the tips that MacDowell and Nordquist offered the audience included sharing human interest stories on athletes with the media, have a “hook” that will interest readers when pitching the media on a story, provide easy access for interviews and facts and most importantly act in a timely manner to meet the media’s deadlines.

While public relations and media was being discussed in one room, the room next door featured a presentation titled Tips for Better Online Marketing Campaigns by Chris Di Cesare, Head of Creative Programming/ Google. Attendees left the session blown away by Di Cesare’s real life marketing examples and inspired to do the same for their brand or store. Di Cesare’s top five digital marketing tips included: go where consumers are going, entertain vs. force feed messages, leverage the power of partners, encourage consumer engagement and drive user participation.

With the conclusion of the seminars, attendees enjoyed a lunch break filled with networking and discussion. After lunch, the Boot Camp resumed with the second portion of the programming: roundtables. There were 11 roundtable discussions and each attendee was randomly assigned to participate in nine of the roundtable topics. With each table discussion lasting 20 minutes, the attendees moved from topic to topic discussing new ideas, industry challenges and thoughts for the future. Roundtable topics included: Balancing New and Traditional Media: Creating the Right Mix of Elements for your Brand or Store; Best Practices in Discounting; Executing Successful Social Media at a Local Level; Marketing: What Really Drives Store Traffic?; Maximizing the Rep-Retailer Relationship; New Product Trends: Gaining Buzz at Retail with Hanging Footwear, Boardshort Technology, SUP & More; Nurturing Co-Marketing Initiatives – Investing in your Consumer’s Community; Telling your Brand or Shop Story to the Masses; The Role of New and Emerging Brands in Surf: How Does the Industry Support our Next Volcom?; and Where has the Surfer Girl Gone?: Strategies to Combat Forever 21 and H&M.

“Industry Boot Camp has become an invaluable event for retailers and manufacturers to address our biggest challenges as an industry,” said Coco Tihanyi, BRA Co-Chairperson andPresident/Owner of Surf Diva Boutique. “This collaboration also yields innovative ideas that can change how we do business. I’m completely inspired.”

In its fourth year, SIMA Boot Camps are educational and intimate seminars that aim to provide valuable business tips and tools to help SIMA member companies improve a variety of daily business operations. The Boot Camp seminar topics change from Boot Camp-to-Boot Camp with the goal of reaching a variety of employees and departments within SIMA member companies. All levels of employees from any department who would benefit from the educational seminars and industry networking time are encouraged to attend. Visit www.sima.com for more information on upcoming Boot Camps.

To view photos of Industry Boot Camp, please visit www.sima.com/events/sima-boot-camp/boot-camp-gallery.aspx. To receive information on future Boot Camps, please contact kelly@sima.com

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ALISO VIEJO, Calif. & WRIGHTSVILLE BEACH, N.C. – (October 5, 2011) – Registration is now open for Industry Boot Camp, co-presented by the Surf Industry Manufacturers Association (SIMA) and the Board Retailers Association (BRA). The event will be held on Monday, October 24, 2011, at the Hyatt Regency Resort and Spa in Huntington Beach, Calif. For the third time in the Boot Camp series, SIMA will be joining forces with BRA to bring bothmanufacturers and retailers together for educational seminars, roundtable discussions and valuable networking time. All levels of employees from any department who would benefit from the panel discussions, seminars and industry networking time are highly encouraged to report for duty!

“In planning Industry Boot Camp this year, SIMA and BRA took direct feedback from members on what they wanted to hear and learn to strengthen their businesses in today’s market,” said Doug Palladini, SIMA President and VP of Marketing for Vans. “Back by popular demand, round-table discussions will take place during the second half of the day and will create an open forum for retailers and manufacturers to engage in candid conversations about the future of our industry. Also, the speakers and topics that we have chosen this year will foster both education and inspiration. I especially look forward to hearing our keynote address from one of our industry’s top leaders, Kelly Gibson of Rip Curl.”

The day will begin at 8:00 a.m. with a group breakfast followed by a keynote address delivered by Kelly Gibson, President & CEO/ Rip Curl USA. In a conversational format, Gibson will offer his personal insight on the current state of the industry and where he sees it heading, as well as the vision for Rip Curl as a growing company in the U.S. market and why he believes events and athletes remain an integral part of brand success.

Following the conclusion of the keynote address, attendees will have their choice of which three of the six seminars they would like to attend. There will be two separate conference rooms with seminars taking place simultaneously. Boot Camp attendees will have the opportunity to hand pick which seminars would benefit their business the most.

“This year’s Industry Boot Camp focuses on the creative collaboration between brands and retailers,” said Coco Tihanyi, Board Retailers Association Co-Chairperson and President/Owner of Surf Diva Boutique. “We are at a point where a lot of change, renewal and discovery are imminent. Spending one day with your colleagues will yield a myriad of ideas to help you capitalize on these times. We’re looking forward to tackling all the hot-button issues together as an industry, to roundtable discussions and to breakout discussions like our interactive youth consumer panel and a discussion about our industry’s perception in mainstream media.”

SEMINAR TOPICS
Organic Search Strategy
Determining how to approach organic search and how to develop an actionable SEO strategy to grow traffic and drive conversions can be a serious struggle…but it doesn’t have to be. This session will cover everything from SEO basics to advanced content and link generation strategies, with live examples of what works, what doesn’t and a look ahead at the changing search landscape. The goal here is to arm you with the concepts and tools to help drive immediate (and long-term) improvement with your sites.
Speaker: Mark Lavoritano, Account Manager/ SEER Interactive

Generation Why: An Interactive Consumer Panel Discussion
Join action sports trend and consumer expert Alexis Kopikis as he sits down with a group of consumers who have previously evaluated current action sports products through Krush’s Sneak Peak process. Alexis will moderate a candid discussion with the consumers about their purchase influences, decisions, shopping style and opinions on current trends.
Moderated by: Alexis Kopikis, President & COO/ Krush

Driving Offline Sales with Location-based Social & Search Tactics
With the recent explosion in GPS & Web-enabled smartphones sales, consumer use of mobile search and social applications is growing rapidly. And even outside of mobile activity, consumer purchasing decisions are increasingly being influenced by brand and product research that they are conducting online. To take advantage of this massive shift in consumer behavior, specialty retailers & manufacturers need toadapt quickly. Red Door Interactive’s John Faris will break down the high-impact tactics that will help mobilize and localize marketers’ existing social and search strategies. The seminar will touch on social check-in and couponing services, as well as local SEO & search marketing techniques that drive offline activity.
Speaker: John Faris, Director of Cross-Channel Marketing/ Red Door Interactive

State of the Industry Panel Discussion
Join industry legend, Michael Tomson as he leads a candid panel discussion on the state of the surf industry with retailers, leaders of up and coming brands and fellow industry veterans.
Moderated by: Michael Tomson, Industry Leader & Gotcha Founder

PR & the Media – Conveying Our Story to the Masses
In light of events such as Quiksilver’s introduction of an ASP event to New York, the A-list hype The Art of Flightbrought to cities nationwide and the success of Bethany Hamilton’s Soul Surfer, stories about action sports are being brought into the mainstream more frequently than ever. PR Professional Lora Bodmer MacDowell and ESPN The Magazine’s General Editor, Rebecca Nordquist, will share how we as an industry can best gain and take advantage of access to mainstream media,better guide the message that is sent out, and best implement a crisis management plan. The conversation will explore new ideas to shine a favorable light on action sports that can increase positive interest, generate more capital and retain new customers.

Tips for Better Online Marketing Campaigns
With 16 years of experience in creative marketing and strategic planning in interactive entertainment and new media, Chris will explore how brands can use online marketing, specifically YouTube, to improve their marketing campaigns. He will present various case studies from companies that have effectively used digital platforms to date. Chris will also show attendees how to implement and apply his key marketing tips into their own brand’s online marketing campaigns.
Speaker: Chris DiCesare, Head of Creative Programming/ Google

Roundtable Topics to include:
• Balancing New and Traditional Media: Creating the Right Mix of Elements for your Brand or Store
• Best Practices in Discounting
• Executing Successful Social Media at a Local Level
• Marketing: What Really Drives Store Traffic?
• Maximizing the Rep-Retailer Relationship
• New Product Trends: Gaining Buzz at Retail with Hanging Footwear, Boardshort Technology, SUP & More
• Nurturing Co-Marketing Initiatives – Investing in your Consumer’s Community
• Telling your Brand or Shop Story to the Masses
• The Role of New and Emerging Brands in Surf: How Does the Industry Support our Next Volcom?
• Utilizing the Full Capabilities of POS Software Technology
• Where has the Surfer Girl Gone?: Strategies to Combat Forever 21 and H&M

The full-day event will run from 8:00 a.m. to 5:00 p.m. and, in addition to the keynote address and seminars, features a group breakfast and lunch, as well as valuable networking time.

Registration for Industry Boot Camp is now open and the deadline to register is October 17, 2011. Register online by visiting www.regonline.com/industrybootcamp. Pricing is $250 for SIMA members, $150 for BRA members and $400 for non-SIMA and non-BRA members. Space is limited and on a first-come first-served basis, with first priority given to SIMA and BRA members. There will be no refunds after October 17, 2011. For questions please contact Kelly Keenan, SIMA Events and Communications Coordinator, at Kelly@sima.com or 949.366.1164 x 3, or Vicki Vasil, BRA Events and Communications Manager, at Vicki@boardretailers.org or 910.509.0109 x 1005.

In its fourth year, SIMA Boot Camps are educational and intimate seminars that aim to provide valuable businesstips and tools to help SIMA member companies improve a variety of daily business operations. The Boot Camp seminar topics change from Boot Camp to Boot Camp with the goal of reaching a variety of employees and departments within SIMA member companies. The last Boot Camp in 2011 will be Retail Relations and Marketing Boot Camp on November 15 at the Ocean Institute in Dana Point, Calif. Visit www.sima.com for more information and registration materials as they become available.

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 22 years, SIMA’s Environmental Fund has raised more than $5.8 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 on SIMA, please visit www.sima.com. Follow us at Twitter.com/SIMA_SURF.

ABOUT BRA
The Board Retailers Association (BRA) is a non-profit trade association representing over 600 action sport retailers 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 or Associate Member benefits, visit www.boardretailers.org.
# # #
For press inquiries, contact:
Mandy Lausché, SIMA Communications Manager
949.366.1164 x 7, mandy@sima.com
Vicki Vasil, BRA Communications & Events Manager
910.509.0109 x 1005, vicki@boardretailers.org

Tags: Action Sports Retail Training, bra, SIMA, SIMA Boot Camp

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BROOMFIELD, Colo.—The business source for snow, skate and surf retailers, Action Sports Merchandising magazine’s first issue launches November. This business-to-business trade publication will mail to shops nationally with a focus on supporting independent specialty stores in the snow, skate and surf markets.

Every month, shop owners and managers can expect to read articles with tangible take-away information centered on merchandising, business management, sales, marketing and other relevant strategies for success. Action Sports Merchandising will additionally feature industry news, product trends and releases, shop profiles and other content that relates directly to retailers. Timely coverage will offer insight into what’s on snow, skate and surf retailers’ radar at the moment and into the future. A cross section of contributing writers lending their voice to the magazine come from throughout the industry, including reps, brands, shop owners and managers, along with retail business consultants, marketing and social media professionals, merchandising specialists, reputable writers and others.

“The recent recession has not been kind to anyone in business, least of all the independent retailer. Action Sports Merchandising’s sole purpose is to support these entrepreneurs in all their endeavors,” reports Jay Driscoll, publisher. Parent company, National Business Media has been publishing business-to-business magazines in various trades for more than 26 years. Visit www.asm-mag.com for more information and a free print or digital subscription.

Tags: action sports merchandising, action sports retail, board retailers partner, retail magazine

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The Board Retailers Association (BRA), a non-profit organization representing 600 independently owned surf, skate snow and wake retailers, is pleased to announce that it has elected two new Co-Chairs for the 2011-2013 term. Bruce Cromartie of BC Surf and Sport and Coco Tihanyi of Surf Diva Boutique will replace D. Nachnani of Coastal Edge and Duke Edukas from Surfside Sports, who have served since 2009. Both D. and Duke will retain their positions as Members of the BRA Board of Directors.

 “With so much change happening in the industry we need good leaders, and I am super-stoked that Bruce and Coco have taken the reins,” said Duke Edukas. “Being Co-Chairs with D has been an awesome ride. It’s been an honor to serve. I’ve met great people, interacted with a lot of fine companies and am looking forward to the future.”

“Duke and D brought two unique geographical perspectives as “East” and “West” Co-Chairmen, and we felt this was important to maintain,” said Mike Duncan, President of BRA. “More importantly, they served as great advisors and mentors to the entire membership as did the Chairmen before them. We are confident Bruce and Coco will continue this service both as advisors and also as liasons with the manufacturers with whom they’ve built such good rapport.”

 After showing surf movies up and down the east coast for his first few years out of high school, Bruce Cromartie opened the original BC Surf & Sport in 1977. In 1986, he and a partner opened a store in Littleton, Colorado just as snowboarding started to gain popularity. Since that time, BC has grown to 13 stores, primarily located in the Rockies and Florida.

 As Co-owner & President of Surf Diva Surf Boutique and Surf Diva Surf School, the original all-girls surf school, Coco Tihanyi is the Coco Chanel of the surf industry. Starting out as the fourth employee at Reef, Coco is now a published author, entrepreneur and mentor. She serves on the Fashion Design/Marketing board of the Art Institute of California, and on the UC San Diego Alumni Board.  Inc. Magazine selected Coco, and her twin sister and business partner, Izzy, as one of the “Top Entrepreneurs We Love” along with Richard Branson and Donna Karan. 

“I’m so honored to be a part of BRA,” said Tihanyi. “The foundation that has been built by our predecessors will allow us to continue to grow and help our industry. I hope with open communication and honesty we can continue to support and nurture independent retailers.” 

BRA also introduced Luis Gordillo as their newest Board Member. Luis owns action sports independent retail shop Evoluzione in Puerto Rico. He is looking forward to taking the place of Luis Santori who left earlier in the year to work for a manufacturer.

New Co-Chair Bruce Cromartie said, “Being a member of BRA has been a great experience for me, and I look forward to working with Coco and the Association to help keep it moving forward. There have never been more challenges in our business, and we all have a lot to gain by working together to be sure the surf, skate and snowboard business stays strong. I want to thank Duke and D for all the work they’ve done over the last couple of years and for the great example they’ve both set.”

Over the next two years, BRA plans to continue to grow its education program, enhance its exclusive member services, and to establish new ways for retailers to thrive. BRA also holds important a constant flow of conversation between independent retailers and manufacturer representatives, yielding new ideas and inspiration for the industry.

Tags: bra chair, bra co-chairs, Bruce Cromartie, Coco Tihanyi

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SIMA invites you to join Fernando and Santiago Aguerre – the founders of REEF – and all the members of the SIMA Humanitarian Fund at this year’s 2011 Liquid Nation Ball 8 on Saturday, September 17th. This event held at Fernando’s house in La Jolla raises money for a broad spectrum of thirteen surf-related humanitarian organizations. Over the last 7 years, the Liquid Nation event has raised nearly $1.5 million dollars. If you have a chance, take this opportunity to join friends, surf industry legends and pros at this iconic event and help be a part of the change.

View the Invitation or Register to Attend

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We had a great first couple of days at MAGIC! As Day Three begins, I see a lot of people trudging along aimlessly with coffee, in sunglasses, on the floor. Last night included several different sponsored parties for the 40,000+ retailers in attendance here, including the S.L.A.T.E party at Haze at Aria. Good times always abound – this is Vegas after all!

We started off on Monday with a ton of our members and surf and skate manufacturers checking in at our booth in S.L.A.T.E., which was outfitted with blown-up shots of our members’ shops and decked out with assorted denim-covered cubes for lounging– Sweetwater and ZJs to name two of them. Retailers and manufacturers alike are abuzz with talks of change, and new direction. Also the news of uprising in Lybia, of course the earthquake that rocked the entire east coast from North Carolina to Ohio, and Hurricane Irene who is set to hit the east coast, hopefully not before the Coastal Edge East Coast Surfing Championships presented by Vans and a week too early to send a 15-foot swell to Long Beach, NY for the Quiksilver Pro. We all like a nice south swell but we hope everyone is safe this week!

We co-hosted our first-ever BRA seminar at MAGIC on Monday at 1pm. Co-Chairman Duke Edukas lead a discussion with Primitive’s Jay Partow and Chuck Morrow of Ambush. How to Shop MAGIC was the subject, and I also was asked to speak about some of the benefits of BRA. The overwhelming sentiment by those in attendance? The networking and camaraderie, and the potentially business-altering ideas and tips that come out of it.

The hot ticket of the week was to the Board Retailers Dinner that MAGIC hosted on Tuesday night at Simon at the posh Palms Place. Manufacturers were clamoring for the invite – just what we love to hear! MAGIC recognized Dave Nash as a veteran retail attendee and action sports retailer pioneering the movement that led to our BRA-MAGIC partnership, which is now help pave the way for more action sports manufactuerers to come out in February. After all, who doesn’t want to come out to Vegas? Our Co-Chairperson Duke Edukas mentioned he’s seen a ton of east coast retailers out here. The only time we saw George Leichtweiss was as he was buzzing by – “This is much busier than I thought I’d be!” he was heard saying as he flew to his next appointment.

The topic of the show is undoubtedly CHANGE. And the good, positive kind. How will things go from here? Now that the storm has started to subside, as those who have survived it reassess their business and plan to move forward, what will be different? Brands? Online presence? One thing’s for sure. BRA is excited to be a part of it.

Special thanks to Rob, Caiti, Katie, Chris, Ron, Kenny and the rest of the MAGIC crew who has been so supportive, welcoming and warm. We have had a blast and look forward to February.

See our Facebook page for some photos of the show!

Tags: MAGIC, trade show

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Surf Industry Unites to Raise More Than $400,000 for Ocean Preservation

- Greg Long, Jefferson “Zuma Jay” Wagner & George Downing Also Honored -
ALISO VIEJO, Calif. (August 15, 2011) — More than 675 professional surfers and surf industry VIPs joined together to support the preservation of the ocean at the SIMA EnvironmentalFund Waterman’s Weekend fundraiser on August 11-12.  The 11th Annual Waterman’s Classic Golf Tournament took place at the Monarch Beach Golf Links in Dana Point on August 11, and the 22nd Annual Waterman’s Ball took place at the Ritz-Carlton Laguna Niguel on August 12.  Waterman’s Weekendfundraising efforts exceeded the event goal of $400,000 for protecting oceans and surf breaks locally in Orange County and around the world.

“I’d like to pay tribute to the 20 amazing beneficiaries that the SIMA Waterman’s Weekend supports as first off, they all put in countless hours to keep us in the water and secondly, they allow us to continue our business in this great industry,” said Paul Naude, President of the SIMA Environmental Fund and President of Billabong USA.  “Thanks to the surf industry, this year we raised $400,000 and now Waterman’s Weekend has raised more than $5.8 million over the past 22 years for environmental causes. A special thanks goes to our honorees, Greg Long, George Downing and Zuma Jay for their dedication to the sport of surfing as well as their constant efforts to help preserve and protect our ocean.”

The event also honored big wave surfing champion Greg Long as Waterman of the Year, former Malibu mayor and environmental stalwart Jefferson “Zuma Jay” Wagner as Environmentalist of the Year, and Hawaiian big wave pioneer and legendary shaper George Downing with the 2011 Lifetime Achievement Award for their powerful influence on the sport, culture and business of surfing. Downing’s award was presented by CEO of Quiksilver, Bob McKnight and Mr. Pipeline and surfing legend, Gerry Lopez, Wagner’s award was presented by the former editor of Surfer Magazine, Sam George, and Long’s award was presented by big-wave surfing legend and surfboard shaper, Greg Noll.

“I am honored to be recognized tonight for my actions and accomplishments,” said Long. “It’s been an amazing journey and I look forward to many years to come, but to be here tonight and to be acknowledged and to know that I have been an inspiration to others along the way, that brings me a gratitude that is greater than any of the best waves I have ridden.”

Along with the honoree award presentations, the live auction was a highlight of the Waterman’s Ball. Audi donated the 2012 Audi A4 Avant with 2.0 TFSI, four cylinders, 211 horsepower and legendary Quattro all-wheel drive and the heated bidding for the car finally settled at $40,000.  The House of Blues Anaheim donated a private party for 500 people and doubled up the package, selling each for $37,500. The Doheny Days Music Festival package had a winning bid of $20,000 and included a VIP hospitality suite for 20 people, a once-in-a-lifetime opportunity to introduce Donavon Frankenreiter on stage, a two night stay at The Riz-Carlton, Laguna Niguel, and an Audi A8 loaner car all to complete the experience. Other auction items included an original art piece by Thomas Campbell on a cut-down piece of a 1960s pop-out surfboard, an exclusive dinner for 10 prepared by The Ritz-Carlton, Laguna Niguel’s Executive Chef, a Tavarua surf trip, and a spontaneous trip to see the next running of the Quiksilver in Memory of Eddie Aikau Big Wave Event. 

The dinner table centerpieces, created by Malcom Wilson, were handcrafted, limited edition, miniature replicas of George Downing’s breakthrough circa 1950 big wave gun, “The Rocket,” surfboard. Each surfboard was signed by the 2011 honorees themselves. Each board was individually glued up from balsa and redwood, then hand-shaped and finished like its full-size counterpart with polyester resin using numerous hand-sanded coats and hand-polished. The centerpieces were auctioned off to the highest bidder at each table.

All funds raised will go directly to supporting specific programs of 20 non-profit environmental organizations that address water quality and oceanpollution issues, defend beaches and surf breaks from development, and provide public education on ocean conservation. Beneficiaries include: Surfrider Foundation, Ocean Institute, WiLDCOAST, Heal the Bay, Orange County CoastKeeper, Surfing Education Association, Alaska Wilderness League, Seymour Marine Discovery Center, Algalita Marine Research Foundation, Save the Waves Coalition, Reef Check, KAHEA: The Hawaiian-Environmental Alliance, SINADES:Natural Systems and Development Civil Association, Santa Barbara Channelkeeper, North Shore Community Land Trust, Assateague Coastal Trust, Santa Monica Baykeeper, Ocean Defenders Alliance, Paso Pacifico and Cook Inletkeeper.

Greg Long, Waterman of the Year
San Clemente-local and Waterman of the Year, Greg Long, is often referred to as “the best young big wave surfer on the planet.” Like the waves he surfs, his resume of accolades is equally as impressive: winner of the 2003 Red Bull Big Wave Africa, the second longest running big wave paddle event in the world; 2008 champion of the Mavericks Surf Contest; in 2008 he earned an official invitation to the most prestigious big wave event of all time, the Quiksilver Eddie Aikau, held at Waimea Bay Hawaii, and won the event in 2009. Long has become one of only two surfers in the world to be invited to all three major big wave paddle events. Long is also the winingest surfer at the Billabong XXL Global Big Wave awards, and has been featured in magazine publications such as Sports Illustrated, Outside, Men’s Fitness and numerous others, as well as newspapers and surf films across the globe. When he’s not tackling the world’s biggest waves, Long gives back to the community by giving motivational presentations to schools and community groups, as well as through his involvement in environmental organizations including Surfrider, Save the Waves, Wildcoast and The San Onofre Foundation. 

Jefferson “Zuma Jay” Wagner, Environmentalist of the Year
Environmentalist of the Year, Jefferson “Zuma Jay” Wagner, is a longtime advocate and protector of one of surfing’s sacred spots – Malibu. In addition to owning a surf shop and formerly serving as the city’s mayor, Zuma Jay is dedicated to the fight to preserve Malibu’s beaches and keep its waters clean. He ended 20 years of Malibu City policy to avoid the implementation of advanced local wastewater treatment systems in the civic center, an area that is contiguous to Malibu’s Surfrider Beach. He is currently promoting therestoration of Malibu lagoon, and worked with the California Coastal Commission and the Los Angeles County Beaches and Harbors to establish Malibu as the 1st World Surfing Reserve. 

George Downing, Lifetime AchievementAward
For decades this year’s Lifetime Achievement Award recipient, George Downing, has been a leader in the surf industry and community. Growing up on Oahu, Downing became an adept student and pioneer of big-wave surfing while the sport was still in its beginnings. Downing studied the waves and equipment needed to master the giants, and his research and design discoveries helped him create equipment that opened the doors to big-wave surfing. In 1951, Downing constructed what is known as the first board for truly big surf, and it soon became the template for all serious surfers. Downing has shared his incomparable knowledge, research and theories of heavy water with generations of surfers, making him an invaluable leader in big-wave surfing. In fact, Downing serves as the director for the Quiksilver in Memory of Eddie Aikau big wave contest, determining when the conditions are best to hold one of the most prestigious big-wave surfing events. Downing also created the revered Downing Surfboards, and serves as the president of the Surfing Education Association which is dedicated to the preservation of our oceans, coral reefs, waves and beaches. 

Photos from the event are available for media. For media inquires please contact SIMA Communications Manger, Mandy Lausché at Mandy@sima.com or 949.366.1164 x7.

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 relationsefforts 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 22 years, SIMA’s Environmental Fund has raised more than $5.8 million for environmental groups seeking to protect the world’s oceans, beaches andwaves. 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.    

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MAGIC Ride and BRA Seminar Info

Join MAGIC and some veteran MAGIC action sports retailers as they share the ins and outs of the show, marketplace trends to spot and offer some advice on specific sections, events and features relevant to your business.

This event takes place Monday, August 22 at 1pm. Newbies and veteran MAGIC attendees are welcome. You don’t have to be a BRA member. Refreshements will be served.

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BOARD RETAILERS ASSOCIATION ANNOUNCES NEW TRADE SHOW PARTNERSHIP WITH MAGIC

MAGIC TO COMPLEMENT ITS GROWING SKATE, SURF AND STREETWEAR SECTIONS
WITH ACTION SPORTS-SPECIFIC RETAILER PROGRAM, EVENT AND BRA PRESENCE 

Wrightsville Beach, NC (July 11, 2011) – Board Retailers Association (BRA) announced today that it has formed an alliance with MAGIC trade show, held biannually in Las Vegas. As part of the partnership, BRA will have significant presence on MAGIC’s August show floor, including a BRA resource center at the hub of the show and an opening-day educational seminar, which includes a panel of retail veterans moderated by Duke Edukas of Surfside Sports discussing both marketplace trends as well as how to make the most of your three days at MAGIC. Additionally, BRA will co-host with MAGIC an invitation-only dinner for board sports retailers.

“It’s important to us to continue to expand and grow our industry affiliations to ensure that we are providing retailers with optimum trade show access and buying opportunities,” said Michael Duncan, President of BRA.  “Many of our members have attended MAGIC regularly as part of their buying for years.  In addition to acknowledging its relevance to our industry, this partnership will make other boardsports retailers aware of all that MAGIC has to offer.”

As part of its new partnership with MAGIC and the association’s commitment to education, BRA will showcase unique videos of key retailers, members of the industry and their stories on its website at boardretailers.org. BRA will also host a “How to Shop MAGIC” seminar the first morning of the show, where veteran action sports MAGIC attendees will help outline an efficient plan and route of action for BRA members tackling the show for the first time.  Retailers will be shown first-hand how they can grow and expand their partnerships, discover new lines and products, and educate themselves and their buyers at the trade show.

“Given that BRA is the leading voice and educational resource for independent retailers, an alliance of this kind allows us the opportunity to serve the diverse needs and deepen our relationships with exhibitors and buyers in the action sports industry,” Chris DeMoulin, MAGIC International President and Executive Vice President of Advanstar’s Fashion Group said. 

Retailers who are not yet members of BRA are encouraged to stop by the BRA Booth at MAGIC for more information about the benefits of joining the community: being privy to discounts and special benefits, the advice and mentoring by other members, and being kept abreast of the latest education and technology.

About Board Retailers Association (BRA)
The Board Retailers Association (BRA) is a non-profit trade association representing over 3,500 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.  

About MAGIC
Every August and February, the fashion industry converges in Las Vegas for the most influential event in the business – MAGIC. The August 2011 MAGIC will run from August 22 – 24, 2011. For up-to-date exhibitor listings, seminar scheduling, travel support and registration information please visit www.magiconline.com.

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