“A Comprehensive Guide to Airline Board Bag Fees in 2020 PLANNING TO TRAVEL WITH SURFBOARDS THIS YEAR? CHOOSE YOUR AIRLINE WISELY” By ZANDER MORTON of Surfer Magazine

“A Comprehensive Guide to Airline Board Bag Fees in 2020 PLANNING TO TRAVEL WITH SURFBOARDS THIS YEAR? CHOOSE YOUR AIRLINE WISELY” By ZANDER MORTON of Surfer Magazine

A Comprehensive Guide to Airline Board Bag Fees in 2020 PLANNING TO TRAVEL WITH SURFBOARDS THIS YEAR? CHOOSE YOUR AIRLINE WISELY JANUARY 7, 2020 BY ZANDER MORTON  For better or for worse, surfing is more widespread than it’s ever been. Whether thanks to the WSL’s corpo approach in recent years, the explosion of wave pools, John Florence, the Olympics or some combination of all of those things, the world is taking notice. And so are the airlines. Fortunately, that’s a good thing. Gone are the days when nearly every airline was gouging the pockets of surfers, charging $150 per surfboard, if you were lucky. At one point, United Airlines actually doubled and tripled that charge for having more than one board in a bag, and many surfers actually paid over $1,000 to tote their boards from location to another. One way. These days, while there are still some bad apples out there, most airlines are leaning towards being surfer friendly, with some big carriers like American Airlines and Delta having recently cut surfboard fees completely. (Finally!) After digging through the oversize/sports equipment charges for every major airline you might consider flying, we figure the three best/worst airlines (in terms of low-cost board bag fees) are as follows: The Best: Qantas, Air Tahiti Nui and Emirates, as surfboards fly free on all three, so long as they are one of your two checked bags, and stay under the standard allowed weight and dimensions. (Honorable mention to American Air and Delta for cutting surfboard fees in 2019. Now you only pay $30 for surfboards on both airlines, assuming you aren’t checking more than...
“Six resourceful books that could help you to improve your retail operation” by Doug Works (BRA Executive Director)

“Six resourceful books that could help you to improve your retail operation” by Doug Works (BRA Executive Director)

As a former shop / skatepark owner myself, I strive to make relevant suggestions, create beneficial programs, introduce solutions oriented vendors and provide strategic resources that help our members to lower expenses, increase profit margins and create more remarkable customer experiences. Below are six resourceful books that I have personally read from cover to cover and highly recommend to all retailers.  Each of these books are relevant and easy to understand.  I suggest reading them from #6 to #1 to maximize the overall benefit, but if you are struggling with making time to read anything or do anything proactive, then absolutely begin with #4. #6: “Permission Marketing”by Seth Godin —the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it.  Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin, the author, calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity—time— Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about you, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness — and greatly improve the chances of making a sale. #5: “Purple Cow” by Seth Godin —an intelligent book that...
“BRA Regional Retailer Roundtable Highlight Reel (SHACC Nov 2019)” filmed and edited by Noah Schuler

“BRA Regional Retailer Roundtable Highlight Reel (SHACC Nov 2019)” filmed and edited by Noah Schuler

Such an outstanding event.  Massive thanks to the Distinguished Panel and Supporting Event Partners including Surfing Heritage and Culture Center, Locally, Solite Boots, Action Watch, Exchange Collective and Sambazon as well as all of the Retailers, Brands and Vendors that attended this outstanding Regional Retailer Roundtable Event.  Check out the Highlight Reel by clicking below.  Filmed and Edited by Noah Schuler. The next BRA Regional Roundtable will happen at Surf Expo in the Learning Lounge on January 9, 2020 at 4 pm.    For additional details on this and other upcoming BRA events, click:...
“BRA Releases Recap Video of Retailer Roundtable” (SHACC Nov 2019 – Filmed and edited by Noah Schuler)

“BRA Releases Recap Video of Retailer Roundtable” (SHACC Nov 2019 – Filmed and edited by Noah Schuler)

The Board Retailers Association (BRA), a non-profit organization representing independently owned surf, skate, snow, sup and wake retailers, announces the release of the Recap video that showcases the recent BRA Regional Retailer Roundtable Event which was held earlier this month at the Surfing Heritage and Culture Center (www.shacc.org) in San Clemente. Noah Schuler of Schuler Films captured, edited and produced this remarkable recap video: BRA would like to sincerely thank Glenn Brumage and the epic staff at Surfing Heritage and Culture Center for hosting the event as well as each of the Supporting Event Partners including Solite Boots, Exchange Collective, Locally, Action Watch and Sambazon.  Board sport specialty retailers from throughout Southern California and beyond as well as board sport related manufacturers and trade organizations participated in this open forum solutions-oriented discussion about the issues and opportunities facing our industry today and in the future. This event marked the first of many BRA Regional Retailer Roundtables, which will serve as a template for more of these discussions throughout the country (in addition to trade shows) on how the manufacturers and retailers can work together to continue to support the board sports that we are all passionate about. Southern California is the epicenter of board sport culture and Surfing Heritage and Culture Center served as the ideal location for this initial event. BRA Chairman, George Leichtweis of Modern Skate & Surf, moderated a panel of key manufacturers reps and BRA retailers / Board members. The distinguished group of panelists included Coco Tihanyi (Surf Diva and BRA), Sean Smith (SIMA), Teddy Schiavoni (Locally and former Chairman of National Ski and Snowboard Retailers Association),...
“Some ways to boost holiday sales (AND MARGINS)!” by Dave Seehafer of Global Wave Ventures (BRA Supporting Vendor Partner)

“Some ways to boost holiday sales (AND MARGINS)!” by Dave Seehafer of Global Wave Ventures (BRA Supporting Vendor Partner)

Some ways to boost holiday sales (AND MARGINS)!   Importance of specialty store “experience”—think Apple, Nike, Starbucks! –this is your time to shine—share passion & stoke, offer product insight –give incredible customer service—i.e. free local delivery, board storage, gift wrapping –do whatever is necessary to keep your customers loyal and coming back to YOUR store –offer gift ideas/gift list to every customer as they walk in the door –have some popular items gift-wrapped near the cash register –offer holiday payment plans on big-ticket items — have a holiday raffle for a slow-selling surfboard or snowboard your cost $500.00 = sell 100 tickets at $5 great way to build customer database   Train employees on the subtle art of “up-selling”—do a quick training demonstration –find out as much about the purchaser AND receiver of gift as possible –merchandise the store so that “like” items are in the same area –don’t assume that purchaser knows about surfing or boarding –suggest related items once you know key purchase—i.e. leash with new board –ask each customer “have you seen the new ….?” and point it out in the store   Put your high quality, high margin shop-logo products to good use –use for gift-with-purchase or purchase-with-purchase specials i.e. spend $100.00—get free shop sweatshirt or rashguard i.e. spend $75.00—get shop t-shirt or hat for $5.00 –give a “free” item to loyal customers–be sure to track in terms of sales or marketing costs –put shop stickers in every bag/give away with every purchase –put a shop sticker on every new & used surfboard, snowboard, etc.   Maximize use of gift cards/gift certificate–20+% of all gift...
“SIMA Sustainability Event Draws Robust Turnout” via article on Shop Eat Surf by Tiffany Montgomery

“SIMA Sustainability Event Draws Robust Turnout” via article on Shop Eat Surf by Tiffany Montgomery

By Tiffany Montgomery | Published Aug 26, 2019 Showing just how important sustainability has become to industry brands, SIMA had a great turnout for its Speaker Series event on the topic last week at Vans headquarters. More than 160 people registered, and a nice cross section of the industry turned out, including a wide range of brands and job titles. Speakers included Derek Sabori, a sustainability advisor and instructor who created Volcom’s forward-thinking sustainability programs years ago; Kim Matsoukas, Senior Manager of Sustainability and Social Responsibility at Vans; Wendy Savage, Director of Social Responsibility and Trace-ability at Patagonia; Megan Stoneburner Azim, Director of Sustainability and Sourcing at Outerknown; and Josh Reddin, CEO of Elastic. SIMA has posted videos of all the presentations here Doug Works, BRA Executive Director, was in attendance and asked a question related to Retailers at 43:09 here Click here to view the article on Shop Eat Surf Recap of SIMA Speaker Series “Sustainability in Our Industry: Moving Beyond Recycled” More than 160 apparel and surf industry leaders from Design, Product, Compliance, and Marketing gathered for the sold-out event on August 22nd. The afternoon featured a mini-masterclass, insights from experts, moderated discussions, and more on the topics of Foundational Sustainability Concepts, Sustainable Fibers/Materials, Fair & Decent Labor, and Differentiated Sustainability-Driven Marketing Opportunities. Attendees walked away with a better understanding of how the experts are talking about sustainability in our sector, what the hottest topics and our biggest concerns are, what solutions are readily available and utilized in the marketplace, and what steps you can take next to keep up with competitors. Full speaker videos & presentations at...