Join the Organization Dedicated to Uniting and Protecting Specialty Retailers

Specialty Retailers and the Board Sports Lifestyle
Surf | Skate | Snow | Wake

Advance Your Company Through Connections and Information Exchange

Specialty Retailers and the Board Sports Lifestyle
Surf | Skate | Snow | Wake

Stay Current on the Latest Industry News and Consumer Trends

Specialty Retailers and the Board Sports Lifestyle
Surf | Skate | Snow | Wake

Top 5 Highlights of Surf Expo 2016

Last week marked another successful bi-annual Surf Expo in Orlando, Florida. Members of the Board Retailers Association and over 2,500 booths of apparel and goods came together for three full days of exciting events! Featuring demos, fashion shows, education seminars, award ceremonies, and more, Surf Expo is one of the largest trade shows in the nation. BRA continues to attend this well-organized event, walking away more impressed each time. Although there are so many aspects to rave about on this tradeshow, here are a few qualities that really stood out to us at Surf Expo this year. Layout and Organization – Easy to Navigate Upon entering one of the largest convention centers in America, it could be easy to become overwhelmed. However, the smooth layout of this trade show was very well-organized and easy to navigate. The areas of the convention center were organized by the category of products, such as surf, wind, boating, boutiques, SUP, skate, and beyond. As you went down the escalator to enter into the abyss of exhibitors, you could clearly see the structure of the setup from above. All 9,500+ storefronts had their own booth for showcasing their products, and the fluid flow of the floor plan was ideal. Seminars and Education The best and the brightest in the industry attend Surf Expo each year, bringing vast amounts of knowledge to the attendees. There were a variety of educational and entertaining seminars, including seminars on working with Amazon and social media marketing and SEO by BRA President, Mike Duncan. In addition, seminar topics ranged from e-commerce to paddle boarding to surfboards, etc. It’s safe... read more

Does Your Lease Expire in 2017?

The time to start on lease renewals and relocations is 12 months in advance. Getting started early gives you the most leverage in your negotiations, while waiting too long to start the negotiation can potentially cost you money. Even if you’re not looking to relocate your existing store, many store owners don’t realize how much money they can save just by renegotiating their current lease. As a member of the Board Retailers Association, you have access to the elite, cost-free real estate services that ESR Commercial has to offer. We will review lease documents, handle the negotiation process from start to finish, and ensure that you are getting the best deal in any location, all at no cost to you! Whether you’re looking to open a new store, expand your business, relocate an existing store, or renegotiate your current lease, ESR Commercial is your dedicated, cost-free, real estate resource. Please call or email Richard Aries at (818) 802-4730 or Richard.aries@esrcommercialrealty.com or Garrett Aries at (818) 519-5040 or garrett.aries@esrcommercialrealty.com or visit our website at... read more

5 Things to Check Out at Surf Expo 2016

It’s almost here! Surf Expo 2016 kicks off tomorrow for another year of the largest and longest-running board sport and beach/resort lifestyle trade show in the world. With the best and brightest industry vendors in attendance, an array of intriguing speakers, and endless exhibits to visit, this event is guaranteed to be a success! Here are just a few things that we are excited to see and do: Demo Day Surf Expo’s Annual Demo Day takes place the day before the tradeshow kicks off! Demo Day allows retailers the opportunity to have face-to-face interactions with SUP, Wakeboard, Kayak, and Canoe market leaders. Demo new products before they hit the market! 2500+ booths Attendance records will be broken at this year’s Surf Expo! More than 2500 booths will be displaying incredible products that will definitely add value to the watersports industry. In fact, more than 250 new brands will be featured at the tradeshow. Buyers will be in heaven as they get first dibs on the newest coastal products to hit the market. 9500+ store fronts Easily find what you are looking for at Surf Expo 2016! The event will feature nine different categories of products, including: swimwear, resort, surf, wake, wind, skate SUP, kayak/canoe, boutique, footwear, coastal gift, and performance. With over 9,000 store fronts under one roof, you are sure to find products that will exceed your expectations. 27,600+ attendees Surf Expo 2016 is the industry’s largest trade show in the world, with exhibitors and buyers attending from all over the world. This event is also a trade only event and not open to the general public. Therefore,... read more

How to Start a Twitter Chat for Retailers

Why can’t people just hang up and hang out? Many assume that with the rise of the smart phone comes the fall of actual human interaction. But that might not always be the case, especially with engaging and educational social media features like Twitter chats. Twitter chat allows users to schedule discussions with other Twitter users through a shared hashtag. This creates an online space where questions can be answered, conversation can be started, and loyal relationships can be built. At the touch of a finger, a simple hashtag can lead you directly into a targeted conversation topic. Because the hashtag for each chat is topic-specific, this can add tremendous value and growth to your business. Not only will a successful Twitter chat increase your social media following, it will also allow an opportunity to build community building and get helpful feedback. You can start your own Twitter chat with just a few simple steps: Plan Ahead Prior to the chat, ensure that you have a clear idea of what you hope the conversation will accomplish. Set your own professional goals, and make certain that it will benefit your consumers too. Pick Your Topic Choose a conversation topic that is relevant to both your business and your audience. Make it industry-related, packed with questions for your followers. This will give them a chance to provide helpful ideas and feedback. It is important that the topic you choose appeals to your listeners and generates an open discussion. Choose a Hashtag The hashtag that you choose will be the door for people to enter your discussion. An ideal Twitter chat hashtag... read more

3 Labor Day Tips for Your Small Business

Even though September may seem light years away, it’s actually much closer than you think—especially for retailers and small business owners. Labor Day falls on September 5th this year, which means one of our biggest weekends is fast approaching. To maximize your profits and end the summer with a bang, there are a number of things you can and should do. Even if you’ve already got your sales plan on lockdown, the following three tweaks can make a big difference. Try them out, and let us know what you think! Give Your Best Customers Something Extra Anyone can offer an additional 25% off the sales rack or a free gift with every purchase. While these are great promotions, offering something extra specifically for your most loyal customers is an excellent way to get them in the store and say thanks. Send a special email to your newsletter list with an exclusive, in-store promotion, and make it something good. This will motivate them to stop at your store when they’re scouring for sales, and will make them feel like a VIP customer, building even more loyalty. Deck the Halls (and the Windows) A holiday is a cause for celebration, so don’t hold back when it comes to décor! Decorate your store, especially your window displays, and encourage your employees to wear patriotic colors. Labor Day is traditionally a fun holiday, meant to honor America’s workforce and thank them for a job well done. This means it’s okay to take a fun, lighthearted approach to the long weekend. Don’t Limit Yourself to the Store If you’re a small business, you’re probably... read more

4 Ways to Make a Shoppable Instagram 

Right now, one of the best social media platforms for your business is Instagram. A visual network with outstanding engagement, it’s a great place to connect with customers and build brand awareness. The only downside is that Instagram doesn’t allow users to sell directly on the platform. The best you can do is direct people to the link in your bio and hope they find the product you’re featuring in your image. Since Instagram’s inception, this has been an awkward reality for businesses, which is why a number of startups have decided to develop alternatives that make Instagram shoppable. Below are four companies that have created effective solutions for fairly low monthly fees. Check them out, experiment, and see which one works best for you. Like2Buy Like2Buy was created by marketing tech company Curalate. According to their website, Like2Buy “makes it easy for consumers to buy from Instagram by connecting engagement with Instagram videos and images to traffic and revenue—instantly.” This is accomplished by using the one live link Instagram allows (in your bio) to link to a gallery of shoppable images that are ecommerce-enabled through your online store. Have2Have.It Have2Have.It is similar to Like2Buy. It creates a link that takes your followers to a shoppable, curated page that has the same look and feel of your business’s Instagram feed. The only difference is that this one is allows them to tap the images for direct links to the products they love, driving customers directly to your ecommerce platform. LIKEtoKNOW.it Popular among fashion bloggers, LIKEtoKNOW.it embeds product credits with an affiliate link. As soon as a user “likes” a photo... read more