Help Shape The Future Of The Surf Industry

SIMA Surf Summit 4
May 17–20, 2001
Westin Regina Resort
Cabo San Lucas, Mexico

Help Shape The Future Of The Surf Industry

On May 17–20, you have a unique opportunity to work together with your peers to help grow and support the lifestyle, business, and sport of surfing.

The goal of SIMA Surf Summit 4 is to foster a common perspective on the evolution of the surf industry, network with other executive-level leaders in the business, and escape the daily grind of phone calls and responsibilities in a surf-rich environment. During the four-day, three-night summit at the five-star Cabo San Lucas Westin, attendees are invited to attend seminars on the future of retailing, brand marketing, the changing role of reps, surfing’s environmental crisis, and the new nature of professional surfing.

If you attended last year’s event, you know that the topics and discussions at the SIMA Surf Summit can profoundly alter the course of the surf industry, shaping opinions and offering guidance in our rapidly changing industry. Don’t stay on the sidelines! Attend SIMA Surf Summit 4 and help chart surfing’s course into the future.

AGENDA

Thursday, May 17, 2001

Cocktails
6:00 p.m. to 7:00 p.m.
La Playa, Westin Regina Resort

Dinner
8:00 p.m. to 9:00 p.m.
La Playa, Westin Regina Resort

Keynote Address: Adam Werbach
“Act now to help the environment.”
9:00 p.m. to 10:00 p.m.
Southwest Pool Deck, Westin Regina Resort

Adam Werbach is the best-known conservationist of his generation. Rolling Stone described him as “a fixture on the lists of the most influential Americans under thirty.” Currently, he’s developing nature-television projects to tell what he calls “the greatest story never told.” In 1996 he was elected the forty-sixth President of the Sierra Club, the oldest and largest grassroots environmental organization in America. In his two years as president, he increased the Sierra Club’s membership to 600,000 while bringing the average age of a member down by a decade.

When Newt Gingrich refused to meet with him at the Republican National Convention, Werbach led a thousand surfers to take over the beach in San Diego.

When former Vice President Al Gore suggested weak solutions to global warming, Werbach accused him of “trying to put out a house fire with a squirt gun” on national television. Even so, Gore praised him by saying: “Adam Werbach is proving what many of us have believed all along. Young people do care, they are involved, and they are already making a difference.”

A regular guest on ABC’s Politically Incorrect, Werbach has appeared on every television network and has been an answer to a question on Jeopardy!. He’s been featured in publications like The New York Times, People, The Los Angeles Times, Newsweek, U.S. News and World Report, The New Republic, and Time magazine. Werbach’s book, Act Now, Apologize Later, has been called a “wake up call for the MTV generation.”

Friday, May 18, 2001

Breakfast
7:00 a.m. to 9:00 a.m.
Arrecifes Restaurant, Westin Regina Resort

Lunch Address: Greg Weaver, CEO Pacific Sunwear
Noon to 1:00 p.m.
Baja Ballroom, Westin Regina Resort

Pacific Sunwear expects to almost double the number of its existing stores by 2004. If all goes as planned, this action-sports apparel empire will encompass 200 d.e.m.o storefronts, 75 outlet stores, and 720 Pacific Sunwear stores. So where does CEO Greg Weaver see the action-sports industry headed, which markets will lead this anticipated growth, and what’s the general retail outlook now that the economy at large seems to be cooling?

Break
1:05 p.m. to 1:15 p.m.

Panel Discussion #1
A Quick View Of The Numbers
1:15 p.m. to 1:45 p.m.
Baja Ballroom, Westin Regina Resort

Angelo Ponzi of Board-Trac will give a brief powerpoint overview of some of the key data he’s collected about the surf industry, and briefly identify some of the strengths and limitations of the available research.

Panel Discussion #2
Trends In Retailing: A Macro View From The Retailing Trenches
1:45 p.m. to 3:15 p.m.
Baja Ballroom, Westin Regina Resort

Our five-star retailer panel will discuss the larger issues coming down the line in the next eighteen months for surf retailing, including concept stores, the Internet’s role in both business-to-business and retailer-to-customer interaction, the changing sophistication of the average shopper, and strategies for keeping the business fresh.

Break
3:15 p.m. to 3:30 p.m.

Panel Discussion #3
The New Role Of Reps
3:30 p.m. to 4:30 p.m.
Baja Ballroom, Westin Regina Resort
Moderator: Royce Cansler, vice president of sales, Ezekiel

What makes a kick-ass rep, and which skills will these reps need to develop in the coming years to keep up with new technologies? Our panel of well-regarded reps will outline their views of how the business of repping a line is changing, and what manufacturers and retailers should expect from their reps in the near future. Has the Internet made the rep more or less important, and what are the advantages and disadvantages of independent versus in-house reps?

Break
3:30 p.m. to 4: 00 p.m.

Panel Discussion #4
Brand Marketing: What Works Best—The Retailer’s Perspective.
4:30 p.m. to 6:00 p.m.
Baja Ballroom, Westin Regina Resort
Moderator: Gary Valentine, president, Globe Shoes

Calvin Coolidge once said, “The business of America is business.” And within the surf industry, no one knows the surf business better than the independent retailer. They don’t need an outside retail consultant to know what works and what doesn’t. So according to our panelists, which brand-marketing strategies work best? Which ads actually drive business into a shop? How effective are demo tours? What are the best POP and co-op advertising programs around? How does margin performance affect open-to-buy strategies and brand selection? Which surf brand is doing it right, and who’s lagging behind?

Cocktails/Slide Show
6:00 p.m. to 7:00 p.m.
La Plaza Vista, Westin Regina Resort

4th Annual Squid Row Alcoholic Blitzkreig
9:00 p.m.

Saturday, May 19, 2001

Breakfast
8:00 a.m. to 10:00 a.m.
Arrecifes Restaurant, Westin Regina Resort

Panel Discussion #5
How Long Will Growth In The Women’s Market Last?
10:00 a.m. to 11:00 a.m.
Baja Ballroom, Westin Regina Resort

The small snowball that Roxy got rolling has turned into an avalanche of juniors brands. So just how big is the Juniors’ market, and how has it altered the marketing strategies? Will the introduction of so many new brands eventually lead to consolidation, or is the sky really the limit for this niche? Our expert panel gives a realistic view of this important market segment.

Panel Discussion #6
Crisis In The Water—Why Helping The Environment Can’t Wait.
11:00 a.m. to Noon
Baja Ballroom, Westin Regina Resort
Moderator: Chris Evans, executive director, Surfrider Foundation

It seems no one will do anything about the environment until it affects their pocketbook. Tragically, that time is rapidly approaching. If left unchecked, our beach lifestyle could become a casualty of the growing pollution of our beaches and oceans.

This panel discussion will address the extent of the problem, identify the key players in the fight, explain initiatives such as the recently passed BEACH bill and its effect on the surf industry, and finally (most importantly) serve as a rallying cry for the surf industry to get off the sidelines and involved in this basic yet critical issue. Can the surf industry put together a branded pro-environment, pro-surfing, pro-oceans campaign following
the “Got Milk?” advertising model?

Lunch Address
SIMA President Dick Baker
Noon to 1:00 p.m.
Arrecifes Restaurant, Westin Regina Resort

SIMA President Dick Baker will outline SIMA’s agenda for the coming year, including the SIMA.com B2B initiative, fundraising, membership, and Surfing America.

Break
1:00 p.m. to 1:15 p.m.

Panel Discussion #7
Pro Surfing—Why Old Strategies Don’t Work
1:15 p.m. to 3:00 p.m.
Baja Ballroom, Westin Regina Resort
Moderator: Graham Stapelberg, vice president of marketing, Billabong U.S.A.

An update on all aspects of professional surfing in America. What effect does the ASP tour have on surf-shop business, and how can the tour become even more important to the average surfer? How will Surfing America change how amateur surfers enter the pro ranks, and how will Surfing America affect brand marketing? What is the changing nature of professional surfing now that there’s a new emphasis on surfers going after editorial coverage? How much television coverage can the surf industry expect in the coming year, and how will that influence consumers?

Dinner
8:00 p.m. to 9:00 p.m.
Southwest Pool Deck, Westin Regina Resort

Sunday, May 20, 2001
Travel Home Day

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