Roxy, MTV Team Up For Reality-TV

Fresh on the heels of this summer’s cinematic hit Blue Crush, which grossed close to 35-million dollars at the box office, Roxy and MTV have joined forces to co-produce a reality-TV show that will feature women surfers. Eight to ten women (aged eighteen to 24) will be selected for the program through four Roxy-organized casting calls, and MTV will document their adventures as they train for, travel to, and then surf some of the best-known spots around the globe.

Roxy ‘Core Market Manager Danielle Beck says the show will most likely debut by next summer. “It’s not a ‘Big Brother,’ ‘Survivor’-type show,” she says. Instead, Beck says the show will chronicle how girls can make the transition from amateur to professional athlete. And of course, MTV will indulge viewers with all the drama that will surely transpire between a group of competitive girls: boys, diets, traveling, partying, et cetera.


But before MTV begins taping the show, it must first pick some talent. And that’s where Roxy comes into play. Roxy is holding four casting calls to find its crew of female surfers. It’s picked four surf-centric locations, which Beck says will attract the high-caliber surfers for which Roxy and MTV are hoping. The locations include Costa Mesa, California; Honolulu, Hawai’i; Wrightsville Beach, North Carolina; and Indialantic Beach, Florida.

Last Saturday, November 9, the brand held its first open casting calls at the South Coast Plaza Roxy store in Costa Mesa. Beck says Roxy had only four days to promote the event, but at least 150 girls showed up for their crack at fifteen minutes of fame.

“I just got a phone call the casting crew,” Beck says in an interview from her temporary headquarters on the North Shore. “They were super happy with the girls they got.”


Yet, the search continues. This Saturday, Roxy will hold its second casting call for the show at the Quiksilver Boardriders Club in Honolulu. On November 23, the search moves to Wrightsville and then south to Indialantic Beach on November 30.

While Roxy will continue to promote the casting calls by sending e-mail blasts to some 250,000 subscribers, Beck says there’s already been an enthusiastic response for the auditions. “There’s such a buzz {for the Hawai’i casting call} already that girls will fly in from other islands,” she says. “By the time Florida comes around, I’m expecting 400 to 500 girls.”

So who are Roxy and MTV looking for? Beck says the only requisite is that the girl can surf in the challenging conditions she’ll likely encounter as the group travels to Australia, Tahiti, Fiji, Peru, and Costa Rica. (Part of the audition includes a surf session.) She can be amateur or pro, but WCT competitors need not apply.

Beck says MTV isn’t seeking girls who have a particular “look.” (In other words, it doesn’t hope to cast what many Americans view as the quintessential surfer: bronzed skin, sun-bleached hair, and blue eyes.) And given the network’s most recent “Road Rules” and “Real World” series, expect to see a pretty diverse crew with varying socioeconomic and ethnic backgrounds. MTV declined to comment on the show.

The show will undoubtedly give Roxy plenty of nationwide exposure. Having a national presence is even more important now due to last spring’s arrival of Abercrombie & Fitch’s Hollister Co. stores, which has the backing needed to advertise nationally, according to Beck.


“The way Danny {Kwock, president of Brass Ring, Quik’s entertainment unit} looks at it, we’re going to have these new companies like Hollister coming out, and they’re going to spend big dollars to advertise on TV and in mainstream magazines, but they don’t have the grassroots,” says Beck. “If we can make surfing grassroots still on a bigger level and show {the mainstream audience} that we’re the real thing, we’re going to have show to a new customer that we werre there before {Hollister arrived}.”

The name for the series has not been released. Beck says the show will run for a “full season,” which means there could be anywhere from a dozen to two-dozen episodes. MTV will tape the cast’s globe-trotting escapades for eight to ten weeks.