Keynote Address by Bob Mcknight Wednesday, May 13, 8:30 Pm “Je Suis Charlie” Presented By: Bob Mcknight / Co-Founder, Quiksilver

WELCOME TO SURF SUMMIT FROM SIMA

On behalf of the Surf Industry Manufacturers Association (SIMA) Board of Directors, welcome to Surf Summit 18 presented by SIMA and BRA!

People who have never been to a Surf Summit often ask me about things like the waves, the pool, the bars, etc., thinking it’s just a party in Mexico. People who have been to a Surf Summit also ask me about the waves, the pool and the bars—this is the surf industry, after all—but they also ask me about the speakers, the themes, and whom will be attending, because Surf Summit veterans understand that the mix of fun and function makes our Cabo event the industry tradition that it has become.

This year, we at SIMA again strive to find a strong mix of endemic experts as well as speakers from outside the world of action sports. Bob McKnight from Quiksilver will deliver a much-anticipated keynote address nearly 10 years after his oft- quoted “Growing The Pond” keynote address. We’ll be chatting with Dana White, the outspoken president of the UFC on how surfing can be a better run, more visible, and ultimately successful professional sport; Mike Yapp from Google and YouTube is making a repeat appearance at Surf Summit, this time to talk about the role of mobile technology in the digital dialogue; retail guru and industry veteran Shaheen Sadeghi will give his thoughts on how cultural shifts are affecting consumer and retail changes; and punk rock legend Mike Ness from Social Distortion will join us to talk about his life in music, surfing and what the industry can learn from keeping a punk band going for 30 years.

As always, we sincerely appreciate you being here and contributing your time and energy for the greater good of your companies and our industry as a whole. We also appreciate the outstanding support of Surf Summit 18 partner and premier sponsor, Surf Expo. A huge thank you as well to sponsors Moss Adams; Ritholz Levy Sanders Chidekel & Fields; NRI Distribution and Imperial Capital for their continuing support of this event. Please join SIMA and BRA in sincerely thanking these partners and be sure to let them know how much we appreciate their support during the Summit.

It’s an honor to serve as your SIMA President, and I value your feedback on this event, so please stop me or pull me aside when you see me with your thoughts. SIMA and BRA are proud to offer this annual gathering to our members, and we hope your experience in Cabo this year sends you back to your brand or shop better prepared to reach your goals than ever before.

Sincerely yours,

Doug Palladini President, SIMA VP/GM Vans North America WELCOME TO SURF SUMMIT FROM BRA

WELCOME TO SURF SUMMIT FROM BRA

On behalf of the Board Retailers Association and all of the retailers in attendance, welcome to Surf Summit 18! We are thrilled to be partnering once again with SIMA to co-host a one-of-a-kind event of this caliber.

This week, we invite you leave behind the daily grind focus on our industry in beautiful Los Cabos, Mexico, an environment like no other! This year’s agenda includes four days and three nights packed full of educational topics with a direct focus on the retailer—while making sure to include time for a little fun, too.

From a breathtaking location to an incredible line-up of events, BRA and SIMA have worked hard to make this Surf Summit another exciting and meaningful event. After you arrive and check in with us at the beautiful Barceló Grand Faro Los Cabos hotel, we invite all retailers to our exclusive “meet and greet” reception presented by our special BRA sponsor Surf Expo. It’s the perfect way to kick-off the event and meet all the shop owners in attendance.

You’ll find that your days have been schedule to include an ideal mix of networking, education and of course relaxation and surfing. The mornings are free for you to enjoy, while the afternoons are full of motivating presentations and networking events. With a large manufacturer and retailer presence and a strong representation of the industry’s top leaders, Surf Summit 18 is aimed at further strengthening the unity, future, and leadership of our industry.

We guarantee you’ll leave Surf Summit with new ideas and fresh inspiration gained from a keynote speaker or a candid conversation with your colleagues. After all, that’s what this event is all about! The topics, schedules, and speakers we’ve selected highlight the industry-relevant successes, challenges, and opportunities the surf industry faces today, and the outcome has the potential to change our marketplace.

We’d like to personally thank Premier Sponsor Surf Expo, who does double duty by sponsoring both SIMA and BRA for this partner event. We’d also like to thank Ritholz Levy Sanders Chidekel & Fields as this year’s Workbook Sponsor, Moss Adams as the Welcome Wagon Sponsor, NRI Distribution for sponsoring the Dawn Patrol and Imperial Capital for sponsoring the Cocktail Reception on the final night. Your support enables us to put together this amazing event for our industry, and we always enjoy spending time with you here in Mexico. Most importantly, we’d like to thank SIMA for the continued partnership for Surf Summit and beyond.

Never has there been a better event in a more beautiful place where leading retailers and manufacturers can collaborate and communicate. Thank you for being a part of it.

Todd Canipe Chairman Vertical Urge THANK YOU TO THE SURF SUMMIT 18 SPONSORS

PREMIER SPONSOR:

WELCOME WAGON SPONSOR:

COCKTAIL SPONSOR:

WORKBOOK SPONSOR:

DAWN PATROL SPONSOR: GIFT BAG DONATIONS

THANK YOU TO THE FOLLOWING COMPANIES FOR DONATING ITEMS TO THE SURF SUMMIT 18 GIFT BAGS HOTEL & TRAVEL INFORMATION

HOTEL & TRAVEL INFORMATION

Barceló Grand Faro Los Cabos

Bvld. Paseo San José Lote 09 Zona Hotelera | San Jose del Cabo BCS | CP 23400 | México Phone + 52 (624) 142-9292 Fax + 52 (624) 142-9299 www.barcelo.com

Wireless Internet

High-speed wireless internet is available for the special Surf Summit discounted rate of $10 + tax per day (you may connect two devices per internet code) for attendees staying at the Barceló Grand Faro Los Cabos. Wireless internet is available throughout the resort property. To access internet, open your internet browser and follow the instructions. Charges will be applied to the credit card you provided at check in. Should you have problems connecting to the internet, please contact the front desk.

Surfboards in Hotel Rooms

Surfboards are welcome to be brought into hotel rooms at the Barceló Grand Faro Los Cabos, however, the resort has asked that attendees refrain from waxing their boards inside the hotel rooms. Guests will be responsible for any damages caused in their room.

A Couple Things to Keep in Mind While Traveling to Mexico

While millions of U.S. citizens safely visit Mexico each year, we ask that you take precautions while visiting Cabo. As many of you have seen in the news, there has been an increase in violence in the border towns of Mexico. While these incidents are hundreds of miles away from Cabo, we suggest that you take the following precautions to ensure a safe and enjoyable Surf Summit 18:

• Use common-sense while traveling in the city by visiting only legitimate business and tourist areas during daylight hours. • U.S. citizens should make every attempt to travel on main roads during daylight hours. • Take toll (“cuota”) roads whenever possible, as they are generally more secure. • Do not display expensive looking jewelry, large amounts of money, or other valuable items. • Make sure your cell phone works in Mexico.

United States Consulate, Cabo San Lucas Blvd. Marina local c-4 Plaza Nautica Col. Centro Phone: +52 (624) 143-3566 SURF SUMMIT 18 AGENDA DAY 1

WEDNESDAY, MAY 13, 2015

1:00 - 5:30 PM CONFERENCE REGISTRATION WELCOME WAGON & WELCOME WAGON SPONSORED BY: Location: Hotel Lobby Bar

4:30 - 5:30 PM RETAILER WELCOME RECEPTION RETAILER & VIP Location: Las Jicamas Restaurant WELCOME RECEPTIONS SPONSORED BY:

5:30 - 6:30 PM VIP WELCOME RECEPTION Location: Las Jicamas Restaurant

6:30 - 7:30 PM COCKTAIL RECEPTION Location: Embarcadero Ballroom Foyer

7:30 - 9:00 PM DINNER & KEYNOTE ADDRESS Presented by: Bob McKnight / Co-founder, Quiksilver Location: Embarcadero Ballroom

9:00 PM - MIDNIGHT OPENING NIGHT PARTY Featuring DJ Tina T Location: Hotel Lobby Bar SURF SUMMIT 18 AGENDA DAY 2

THURSDAY, MAY 14, 2015

6:00 - 7:00 AM DAWN PATROL BREAKFAST DAWN PATROL Location: Hotel Lobby SPONSORED BY:

7:00 – 11:00 AM BREAKFAST (AT YOUR LEISURE) Location: Las Olas Restaurant

8:00 – 11:30 AM TransWorld BUSINESS SURFari Location: Hotel Lobby for shuttle pick up to the Cabo Surf Hotel Join the crew from TransWorld BUSINESS for the annual TransWorld BUSINESS SURFari. Don’t be fooled, the SURFari is much more SURF than Business. It’s a fun, grassroots, surfing experience for those who enjoy the surf, sun, socializing, and some morning caffeine! Cruise over in our SURFari vans to the best novice surf spot in Cabo and enjoy an unforgettable surf experience.

11:00 AM – 12:30 PM LUNCH (AT YOUR LEISURE) Location: La Olas Restaurant & La Isla Snack Bar

12:45 – 3:00 PM SEMINARS 1 & 2 Location: Embarcadero Ballroom

*IMPORTANT! BALLROOM DOORS OPEN AT 12:45 PM AND SEMINARS BEGIN PROMPTLY AT 1:00 PM.*

SEMINAR 1: What Surfing Can Learn from MMA A Conversation with Dana White / President, UFC Moderated by: Doug Palladini / VP/GM North America, Vans

SEMINAR 2: Think Mobiley: The Role of Mobile Technology in the Digital Dialogue Presented by: Mike Yapp / Director, The Zoo, Google | YouTube’s Creative Development Group

3:00 – 3:15 PM BREAK SURF SUMMIT 18 AGENDA DAY 2 (CONT.)

THURSDAY, MAY 14, 2015 (Cont.)

3:15 – 4:30 PM BREAKOUT SESSIONS (2 at 30 minutes each; attendees attend each breakout session)

BREAKOUT SESSION A: Consumer Economics: It’s not what you know, but rather WHO and WHAT you know about them Presented by: Brett Savage / President, Son of Savage

BREAKOUT SESSION B: Why Social Media & Digital Marketing Departments Should No Longer Exist Presented by: Nick Tran / VP of Integrated Marketing, Stance

7:00 – 8:00 PM RETAILER APPRECIATION NIGHT Cocktail Reception Location: Pool Surf Summit 18 welcomes the largest retailer turnout in more than 10 years! Join us by the pool for a special appreciation reception with your industry friends as we pay tribute to the 25 retail accounts who are part of this historic gathering of the tribe.

8:00 – 9:30 PM DINNER & PARTY Location: Pool Come enjoy a fun, laid-back night by the pool with your industry colleagues and friends.

9:30 PM – 1:30 AM BUS INTO TOWN Location: Hotel Lobby for bus pick up Feeling like a night out on the town? There will be two buses departing the hotel lobby for Cabo San Lucas at 9:30 p.m. sharp! One bus will depart Cabo San Lucas to come back to the hotel at 12:00 a.m. and the other bus will depart Cabo San Lucas at 1:30 a.m. Space is limited and first-come, first-served! SURF SUMMIT 18 AGENDA DAY 3

FRIDAY, MAY 15, 2015 6:00 - 7:00 AM DAWN PATROL BREAKFAST DAWN PATROL Location: Hotel Lobby SPONSORED BY:

7:00 – 11:00 AM BREAKFAST (AT YOUR LEISURE) Location: Las Olas Restaurant

11:00 AM – 12:30 PM LUNCH (AT YOUR LEISURE) Location: La Olas Restaurant & La Isla Snack Bar 12:45 – 3:30 PM SEMINARS 3, 4 & 5 Location: Embarcadero Ballroom *IMPORTANT! BALLROOM DOORS OPEN AT 12:45 PM AND SEMINARS BEGIN PROMPTLY AT 1:00 PM.*

SEMINAR 3: The Great Cultural Shift Presented by: Shaheen Sadeghi / President & CEO, LAB Holding, LLC SEMINAR 4: State of the Industry Update Presented by: SIMA, BRA and Surf Expo SEMINAR 5: A Conversation with Mike Ness of Social Distortion Moderated by: Ryan Kingman / VP Marketing, Stance 7:00 – 8:00 PM COCKTAIL RECEPTION Location: Star Terrace COCKTAIL RECEPTION SPONSORED BY: 8:00 – 9:00 PM DINNER Location: Beach 9:00 – 10:00 PM CLOSING CEREMONIES Location: Beach Sports broadcaster and TV personality, Pat Parnell, will emcee this special night where we put the spotlight on the stars and heroes of our sport, and offer an intimate look into what makes these amazing athletes tick. Parnell will sit and talk story with Bruce Irons, one of the most naturally gifted chargers in the sport and winner of surfing’s most prestigious big wave event - the Eddie Aikau Big Wave Invitational. He’ll also be chatting with WSL Big Wave World Tour surfer and perpetual fun-seeker, Alex Gray.

9:00 PM – 1:00 AM AFTER PARTY Location: Sky Bar The perfect way to end another successful Surf Summit, enjoy a fun, relaxing evening with music by DJ Tina T. SURF SUMMIT 18 AGENDA DAY 4

SATURDAY, MAY 16, 2015 6:00 - 7:00 AM DAWN PATROL BREAKFAST DAWN PATROL Location: Hotel Lobby SPONSORED BY:

7:00 – 11:00 AM BREAKFAST (AT YOUR LEISURE) Location: Las Olas Restaurant

11:00 AM – 12:30 PM LUNCH (AT YOUR LEISURE) Location: La Olas Restaurant & La Isla Snack Bar

11:00 AM HOTEL CHECK OUT Location: Hotel Lobby For an extended check out time, you must call the front desk.

THANK YOU FOR JOINING US AT SURF SUMMIT! KEYNOTE ADDRESS BY BOB MCKNIGHT WEDNESDAY, MAY 13, 8:30 PM “JE SUIS CHARLIE” PRESENTED BY: BOB MCKNIGHT / CO-FOUNDER, QUIKSILVER

Industry veteran, Bob McKnight will share his thoughts on the current state of surf industry – the good, the bad and the ugly.

We grew the pond, now we have to protect the perimeter! Velcro Valley “Surf Tribes” need to support each other. SIMA needs to go Unplugged…Paddle over to a different peak!

Bob McKnight, Founder and Chairman of the Board of Quiksilver, Inc. has spent his entire professional career with the company. A Southern California native and lifelong surfer, Bob graduated from the University of Southern California in 1976 with degrees in Business Administration, Marketing and Management. Upon graduation, he ventured to Indonesia for an extended surf trip, where he met professional surfer Jeff Hakman, who at the time was passionate about discussing a great new boardshort line out of Australia called ‘Quiksilver.’ The two became friends and business partners, acquiring the license for U.S manufacturing and distribution for Quiksilver, selling board shorts out of the back of Bob’s Volkswagen van and thereby creating Quiksilver USA. The rest of the story is surf industry legend.

“For me it has always been all things water…I love to surf, dive, live on an island or hang out on a boat. Surfing has always been about the travel, the friendships, the adventure, the cultures, the humor…hanging out with friends and enjoying the water. It has never been about competition.” – Bob McKnight

Bob and Jeff incubated Quiksilver along the coast of California and Hawaii in the same way the brand’s Australian founders did in the Southern Hemisphere. They worked hard for the next ten years creating innovative boardshorts for surfers. After ten years of growing the business from start-up to $18 million in sales, Bob took the company public in 1986 and now serves as Chairman of the Board for global Quiksilver, Inc, working out of the U.S. headquarters in Huntington Beach, California. Quiksilver’s European headquarters are located in St. Jean de Luz, France, while the Asia/Pacific headquarters remain located in the brand’s birthplace in Torquay, Australia.

Quiksilver launched the Roxy brand in 1990 and it has become one of the world’s leading outdoor action sports lifestyle brands for girls. In 2004, the company acquired the brand DC Shoes, leaders in skateboarding, snowboarding, BMX and motocross.

Quiksilver, Inc. designs, produces and distributes a diversified mix of branded apparel, footwear, accessories, snowboards and related products. The Company’s apparel and footwear brands represent a casual lifestyle for young-minded people that connect with its boardriding culture and heritage. The company has 6,100 employees worldwide and its products are sold in over 90 countries around the world.

In addition to his passion for surfing, Bob is also a dedicated snowboarder and golfer. Always in search of perfect surf and uninhibited snow, he travels the globe to places as far-reaching as Sumatra, China, Fiji, Russia and throughout Europe.

Bob resides in Laguna Beach, California with his wife Annette and their three children: Kristi, Roxy and Robbie. SEMINAR 1 FEATURING DANA WHITE THURSDAY, MAY 14, 1:00 PM

WHAT SURFING CAN LEARN FROM MMA A CONVERSATION WITH DANA WHITE / PRESIDENT, UFC MODERATED BY DOUG PALLADINI, VP/GM VANS NORTH AMERICA AND PRESIDENT, SIMA

Join us for a conversation with the outspoken Dana White, President of Ultimate Fighting Championships (UFC). Dana is a true innovator in the world of professional sports, sports media and pro athletes who also loves and follows surfing. Not afraid of controversy, Dana has a very clear and well-formed point of view to share on how surfing can be a better run, more visible, and ultimately successful professional sport.

Dana White is the President of Zuffa, LLC, which owns and operates the premier mixed martial arts (MMA) organization the Ultimate Fighting Championship® (UFC®).

With a keen sense of competition and strong business acumen, White has achieved unrivaled success in the combat sports industry. Since Zuffa LLC acquired the UFC organization in January 2001, White has built the UFC into one of the world’s most valuable sports brands.

The UFC’s popularity exploded when the first season of the hit reality series The Ultimate Fighter®‒ which White co-created‒ delivered record ratings on cable television. Now, 20 seasons later, The Ultimate Fighter franchise is a staple of TV and popular culture all over the world, and combatants such as Kenny Florian, Rashad Evans, Forrest Griffin and others have gone on to become champions, main event headliners as well as sports anchors, action movie heroes and best-selling authors.

Thanks to White’s vision, from humble beginnings as a live events company producing five cards a year, the UFC organization now presents over 40 live events per year across the world, produces over a dozen TV shows and accounts for thousands of hours of broadcast and cable programming in 28 different languages in 129 countries and territories. The UFC has shattered box office records across the US, Canada, the UK, Europe, the Middle East, Australia, Japan and Brazil.

Ancillary UFC businesses include best-selling DVDs and Blu-rays, an internationally distributed magazine, UFC.TV offering live event broadcasts and video on demand around the world, a videogame franchise with Electronic Arts (EA), UFC GYM®, UFC Fight Club® affinity program, UFC Fan Expo® festivals, Octagon™ branded apparel and Topps Trading Cards. Primary sponsors with the UFC include Anheuser-Busch, Inc., Dodge, MetroPCS and Harley-Davidson.

In 2008, both Business Week and Sports Business Journal named White as one of the most influential people in sports. In 2009, the United States Armed Forces Foundation presented White with the Patriot Award for his contribution to injured military servicemen and women. That same year, White was named “Nevada’s Sportsman of the Year” by the Caring Place, a nonprofit organization dedicated to relieving financial concerns of cancer patients. White was also named as one of the most influential people of 2010 by both Time and Esquire magazine and was invited to speak at the famed Oxford Union at Oxford University, England.

In 2014, White was honored as Brand Genius by Adweek and both Sports Business Journal and Business Week named him one of the most influential people in sports.

In 2011, the UFC burst into the mainstream with a landmark seven-year broadcast agreement with FOX Sports Media Group. The agreement includes four live events broadcast on the FOX network annually, with additional fight cards and thousands of hours of programming broadcast on FOX Sports 1 and FOX Sports 2.

Alongside UFC Chairman and CEO Lorenzo Fertitta, White directs the continued worldwide expansion of the business from the company’s headquarters in Las Vegas.

Originally a New England native, White spent his formative years in Las Vegas where he currently resides with his wife, Anne, and their three children. SEMINAR 2 FEATURING MIKE YAPP THURSDAY, MAY 14, 2:00 PM

THINK MOBILEY: THE ROLE OF MOBILE TECHNOLOGY IN THE DIGITAL DIALOGUE MIKE YAPP, DIRECTOR, THE ZOO, GOOGLE | YOUTUBE’S CREATIVE DEVELOPMENT GROUP

Why should brands lead with mobile? What impact has mobile technology had on the audience and the creative developed for it? How does this change the user experience? What impact will this have on the audience — user experience and redefinition of a creative idea.

Digital communication is about the user. The user expects advertising to be a tool — to entertain, inform or provide utility. And with the explosion in mobile use, a brand’s marketing efforts will have to be contextually relevant — where I want it, when I want it, and how I want it.

As the Director of The Zoo, Google | YouTube’s Creative Development Group, Mike is responsible for guiding and inspiring a team of creatives, program managers, and media specialists connecting brands and audiences through innovative creative solutions.

Mike has spent the last 30 years getting people to join, buy, subscribe and act now. Mike was present in the formative years of the internet as Creative Director and Partner of the San Francisco advertising agency, Freestyle Interactive. Mike built and lead the Freestyle creative team that won awards and industry-wide acclaim for interactive campaigns for clients such as HP, Microsoft, Sega, and X-Box.

In 2003 Mike and partners sold Freestyle to Carat and he was instrumental in building Carat’s interactive creative capabilities; developing marketing and creative strategies for adidas, Reebok, Seagate, Kodak, RadioShack, Dish Network, Wachovia, Revlon, and Virgin America. As an Executive Vice-President at Carat he was responsible for developing and overseeing Carat’s creative, tech and project management groups.

Before arriving at Google | YouTube, Mike managed the merger of three creative shops in the US under one brand, Isobar, developing cross platform creative campaigns for EA, Motorola, Alberto Culver, Boost and Kohler.

Little known fact, Mike once presented the 10 Things You Need to Know About Interactive Advertising to an audience at the I-Media Brand Summit using only a stick of Bazooka Joe Bubble gum as his prop. BREAKOUT SESSION 1 BRETT SAVAGE THURSDAY, MAY 14, 3:15 PM

CONSUMER ECONOMICS: IT’S NOT WHAT YOU KNOW, BUT RATHER WHO AND WHAT YOU KNOW ABOUT THEM PRESENTED BY: BRETT SAVAGE / PRESIDENT, SON OF SAVAGE

As modern day consumer data continues to become more available and the analysis engines ability to run trending reports become faster, we as action sports industry leaders need to all become the super users in order to understand our true health.

The size of our market, positioning of our brands and the relevance of the product we make are all decided upon by the activities of our consumers summed up as the “Consumer Experience.”

Brett Savage’s bloodline stems back to 1903 in South Africa where the Savage family established South Africa’s premier apparel company “TEESAV”. As a child he could be found riding his tricycle through his families 7-story factory causing absolute mayhem. In the late 80’s while is brother “Mike Savage” was chasing his professional surfing career, Brett was refining his passion of shaping boards out of a shaping bay in the back of their beach home in Ballito Bay “SAV’s Island”. Brett studied business Management and then extended his studies for four further years to achieve a master’s degree in Clothing Production, all whilst slinging a bass guitar for South Africa’s famed Band “Arapaho”.

Brett started his Action Sports Career in the stables of Gotcha and MCD in South Africa but the desire for him to be closer to his best friend and brother drove him to uproot and move to good old Laguna Beach “The Land of the South African Mafia”. He then began his Merchant career with Rusty Clothing and had the great fortune of working for a handful of smaller core brands until he found a home at Reef in San Diego. Brett worked for Reef though the VFC acquisition and made his way up through the ranks to become the Vice President of product, absorbing great learning’s from the powerful corporate giant.

In 2013 Brett started Sons Of Savage LLC, armed with amazing experiences, the pursuit to better understand our ecosystem of bands and consumers began. Brett has since co – founded PREFAB (a brand incubator and co working space in San Diego), Ez1Z (Multiple award winning kids brand) and 4S.inc (Data Sync and the 4CASTA product analysis tool). Through his merchant years Brett has utilized his proprietary product planning systems to analyze data, track product demand and establish strategic roadmaps in accordance to consumer trends. 4S.inc was founded to clean up data via the development of a cloud based Action Sports master data repository allowing for seamless data sync between brands and retailers.

The size of our market, positioning of our brands and the relevance of the product we make are all decided upon by the activities of our consumers summed up as the “Consumer Experience” – Brett Savage BREAKOUT SESSION 2 NICK TRAN THURSDAY, MAY 14, 3:45 PM

WHY SOCIAL MEDIA & DIGITAL MARKETING DEPARTMENTS SHOULD NO LONGER EXIST PRESENTED BY: NICK TRAN / VP OF INTEGRATED MARKETING, STANCE

In this session, Nick Tran explores the current state of Social Media Marketing and uncovers the ugly truth behind how some brands operate in the space. The discussion will highlight the convergence of marketing channels and provide key learnings at how to reach and win over Millennial audiences.

Nick recently joined Stance, Inc. as the VP of Integrated Marketing. Prior to Stance, he worked as the Head of Digital Advertising and Social Media at Taco Bell Corp. In 2013 he was included in Social Media Week’s Social 25 which recognizes the top influential individuals in social media.

He provided the keynote at VidCon and was a huge early advocate for collaboration between brands and YouTubers and was recently mentioned in The New Yorker cover article “Hollywood and Vine.” Some of his favorite projects to date include the first-ever Snapchat film, The Taco Bell Social Media Blackout, The Burner Phone Breakfast Campaign, and the airlifting of a Taco Bell taco truck into the middle of Bethel, Alaska to serve Doritos Locos Tacos to the entire town. During his time at Taco Bell, the brand became AdAge’s Marketers of the Year, AdWeek’s Hottest Digital Brand, and Fast Company’s Most Innovative Brands in Advertising and Marketing. SEMINAR 3 FEATURING SHAHEEN SADEGHI FRIDAY, MAY 15, 1:00 PM

THE GREAT CULTURAL SHIFT PRESENTED BY: SHAHEEN SADEGHI / PRESIDENT & CEO, LAB HOLDING, LLC

Culture is the new currency, retail is about the balance of 4C’s Community, Culture, Commerce and Consciousness. Our audience or customers are interested in Personalization, Customization, Localization and not Homogenization.

Following a successful career in the action sports industry most recently as President of surfing giant Quiksilver, Shaheen has taken his international expertise to the unconventional place of community revitalization and redevelopment. His initial project, the LAB Anti-Mall, now 23 years “young,” continues to garner international acclaim. Other notable projects include the first “green” retail center, the CAMP, which more than 10 years later still inspires the market place for sustainability and environmentalism. Shaheen is also responsible for the development of SoBECA (South of Bristol, Entertainment, Culture, and Arts), which is a thriving retail and residential arts district within Costa Mesa. His projects include The BOX, Gods and Heroes, SOLO (a creative co-op workspace), DAX Gallery, and The Plant Stand.

More recently, LAB Holding restored several California historical landmarks including the restoration of the Casino San Clemente (1937) and the revitalization of 3 city blocks in downtown Anaheim, branded as Center Street (2011) and the Anaheim Packing District (2014). Opening this last year was the ground breaking repurposing of the Anaheim Packing House (1919) into a community based artisan food hall as well as Farmers Park, a community culinary and education-based greenbelt. Already completed is the restoration of the historic Packard Building (1925) housing the rebirth of the Anaheim Brewery as well as an adjoining eatery.

Additional projects of the LAB Holding’s retail and culinary division include the development of SEED People’s Market, a green department store; Healthy Junk, vegan cuisine; The GOOD Haberdashery; Heart & Sole; Home Eco:Nomics; Barbeer, a barber shop and neighborhood bar; Ink & Bean, a writer’s coffee shop; Cook’s Chapel, a community event venue; Lemon Drop, a juicery; and BXCR, a wine bar.

Shaheen has been a guest speaker at the TED Conference as well as ULI Conferences He has been a consultant to Fortune 500 companies such as General Motors, among others. He is consistently listed in “the O.C.’s top 101” and the L.A. fashion industry’s “Top 25” and is a recipient of the Hall of Fame award for Community Revitalization in Costa Mesa, Mayor’s Award for Costa Mesa, and Developer of the Year award in Anaheim. Shaheen has served on the boards of South Coast Metro Alliance, Costa Mesa Chamber of Commerce, The Muzeo in the city of Anaheim, The Downtown Anaheim Association, UCI Planning, Policy and Design, The Ecology Center and Vanguard University.

Awards include: • The Mayor’s Award from the City of Costa Mesa • Hall of Fame Award for Revitalization of the SoBECA District in Costa Mesa • Developer of the Year Award, Chamber of Commerce, City of Anaheim • California Preservation Design Award 2013, California Preservation Foundation • International recognition by the BBC, NY Times, LA Times, USA Today, Boston Globe, London Financial Times, NPR and the Wall St. Journal, among others. • Frequent speaker at TED conferences. Recently named Retail Royalty by Wall Street Journal.

Shaheen holds a BA degree from Pratt Institute in Brooklyn, NY. SEMINAR 4 STATE OF THE INDUSTRY UPDATE FRIDAY, MAY 15, 2:00 PM

STATE OF THE INDUSTRY UPDATE

Hear the latest industry news and updates during this session. Both SIMA and BRA will update attendees on their newest programming, initiatives and goals. Get a glimpse of what is in store for each association in 2015. Also, we will hear from the trade show floor with an update from SIMA & BRA partner and Surf Summit Premier Sponsor, Surf Expo.

PRESENTED BY:

DOUG PALLADINI President, SIMA

TODD CANIPE Chairman, BRA

ROY TURNER Show Director, Surf Expo / Senior Vice President, Emerald Expositions SEMINAR 5 FEATURING MIKE NESS FRIDAY, MAY 15, 2:30 PM

A CONVERSATION WITH MIKE NESS OF SOCIAL DISTORTION MODERATED BY RYAN KINGMAN / VP MARKETING, STANCE

For the last 30 years, Mike Ness has been doing things his way, on his own terms, by his rules, and it’s paid off for him and his band, Social Distortion. Each album over the years has gotten stronger: Mike has even shared the stage with Bruce Springsteen when the Boss wanted to perform one of his songs. In Mike’s words, he’s seen high times and low ones, good days and tragic days, but every night he gives 100 percent and every morning he wakes up still swinging.

As the frontman for Social Distortion, Mike is known for creating the band’s signature mix of growling punk, blusey rock n’ roll and outlaw country. Through the years he’s never been afraid to evolve the band’s sound, but he and Social D have officially done one of the most non-punk things possible: They failed to burn out.

That leads to the big question: Why? While Social Distortion has never been a radio darling and they don’t play to huge, sold-out stadium crowds, they have experienced more than 30 years of success and a die-hard following that has not burned out, just like the band. Join us as we chat with Mike about what keeps him swinging, how his “my way or the highway” approach has factored into the longevity of the band and what it takes to really stick to your guns when it comes to authenticity.

Here’s how you know you’ve made it in the music business: You’ve stayed strong for three decades on your own terms, on your own time, by your own rules, and over that time your influence has only grown. Each of your albums has been stronger than your last. You’ve been brought onstage by Bruce Springsteen, because he wanted to play one of your songs. You’ve seen high times and low ones, good days and tragic days, but every night you give 100%, and every morning you wake up still swinging.

This is the short version of the Social Distortion bio — the long version could be a 10-part mini-series. But over the past 30 years, the punk godfathers in the band have all but trademarked their sound, a brand of hard rockabilly/punk that’s cut with the melodic, road-tested lyrics of frontman Mike Ness. Their searing guitars and a locomotive rhythm section sound as alive today as they did in ‘82, as do Ness’ hard-luck tales of love, loss and lessons learned. “The most common thing I hear is, ‘Man, your music got me through some hard times,’” Ness says. “And I just say, ‘Me too.’” CLOSING CEREMONIES HOSTED BY PAT PARNELL FRIDAY, MAY 15, 9:00 PM

CLOSING CEREMONIES

Sports broadcaster and TV personality, Pat Parnell, will emcee this special night where we put the spotlight on the stars and heroes of our sport, and offer an intimate look into what makes these amazing athletes tick. Parnell will sit and talk story with Bruce Irons, one of the most naturally gifted chargers in the sport and winner of surfing’s most prestigious big wave event - the Eddie Aikau Big Wave Invitational. He’ll also be chatting with WSL Big Wave World Tour surfer and perpetual fun-seeker, Alex Gray. ABOUT THE ATHLETES

BRUCE IRONS, SURFING LEGEND Bruce Irons, a veteran pro surfer from Hanalei, Kauai and is best known for his extreme aerials and fearless tube-riding skills.

Bruce in his young age has done more than most pro surfers will do in their entire career; won the Eddie, won WCT events, charged Pipe and Backdoor as good as it gets, traveled to just about every surf destination in the world, considered a legend as well as one of the most progressive surfers in the world, what hasn’t Bruce done.

Bruce now has taken step back to gather what his next move is. He is selectively going on trips around the world to the best surf in the world, that is when he’s not fishing at home in Kauai for huge Yellowfin Tunas. Bruce is a modern day renaissance man.

ALEX GRAY, BIG WAVE SURFER Alex Gray is one of the most unique people on the planet. He is a pro surfer, world traveler, lobster diver, paddler, and inspiration to many. He grew up in the South Bay of Los Angeles and still loves to come home and spend time with his family after long trips around the world. ATTENDEES

COMPANY NAME

17th St. Surf Shop Brown, Tyler Active Ride Shop Futagaki, Brent Agenda Levant, Aaron Agenda Levant, Laura Agenda Carter, Mike Agenda Warren, Christine Aqua East Surf Shop Holmes, Scott Aqua East Surf Shop Simone, MIke BC Surf & Sport Cromartie, Bruce BC Surf & Sport Cromartie, Cameron Billabong Leasure, Edward Billabong North, Shannan Billabong Shelton, Jason Billabong Wallace, Mike Billabong Weber, Mark Board Stiff Miller, Nina Body Glove Daley, Scott Body Glove Meistrell, Nick Body Glove Stanger, Shelby Body Glove McNulty, Joe Body Glove Richards, Todd Captain Fin Gillis, Danny Captain Fin Weatherley, Jason Channel Islands Surfboards Cobb, Mike Channel Islands Surfboards Ecker, Patrick Cinnamon Rainbows Cropper, Dave Coastal Edge Nachnani, D Depactus Beach, Bruce Depactus Egan, Luke Depactus Ruiz, Tom Depactus Quigley, Lawrance Dragon Irons, Rick Electric Crane, Eric Electric Lonsway, Jeremy Electric Foulke, Ian Emerald City Kraus, Larry Ethika McCassy, Malcolm Farias Surf & Sport Farias, Brian Farias Surf & Sport Nguyen, Natalie Friedman Stroffe & Gerard, P.C. Gerard, Robert ATTENDEES

COMPANY NAME

Fuel TV Olivares, CJ GoPro Blanchard, Chris GoPro Kinman, Chris GoPro Lee, John Graffy, Inc. Graff, Robert Guy Takayama Surfboards Nelson, Mark Hanger 94 Meyers, Milo Hanger 94 Meyers, Julie Hansen Surfboards Hansen, Josh Heritage Surf Shop Hennessy, Jim Heritage Surf Shop Traa, Andrew HIC Tonai, Leigh Imperial Capital, LLC Little, Brian ISA Aguerre, Fernando ISA Gomez Gerbi, Florencia Jack’s Surfboards Abdelfattah, Bobby Jack’s Surfboards Abdelfattah, Ron Jetty Life Higgins, Cory Lira Kellogg, Todd Lira Bye, Stacy MasterCraft Boat Company Shave, Josh Mignogna Consulting Mignogna, Bob Moss Adams Dufour, Simon New Era Cap Company Ambrose, Dan New Era Cap Company Casner, Reid Nixon Brunner, Megan Nixon DiNenna, Chad Nixon Singley, Matt No Limits Group Miller, Sean NRI Distribution Dale-Johnson, Ryan NRI Distribution Mckenna, Peter NRI Distribution West, Mike O’Neill Fleming, Casey O’Neill Ward, Steve O’Neill Horn, Kieran O’Neill Wellington, Josh Orange County SEO Collins, Tyler Orange County SEO Cushman, Rachel ourCaste Davis, Matt ourCaste O’Leary, LJ ATTENDEES

COMPANY NAME

Pacific Wave Surf Shop McPherson, Ashley Quiet Storm Dreibelbis, Bill Quiet Storm Krause, Aaron Quiksilver Whisenand, Taylor Quiksilver Keenan, Ryan Quiksilver Reilly, Mike Quiksilver King, Cody Quiksilver Schroeder, Jaclyn Rip Curl Slater, Dylan Rip Curl Harvey, Paul Rip Curl Peterson, Shawn Rip Curl Wist, Ryan Ritholz Levy Sanders Chidekel & Fields, LLP Weisman, Greg Roark Revival Faber, Brandy Roark Revival Hitzel, Ryan Roark Revival Mechling, Mike Rusty Setzler, Charlie Rusty Hayes, Mitch Rusty Cannon, Kyle Rusty Straughan, Paige RVCA Thomas, Eric Sanuk Booth, Jeff Sanuk Walker, Adam SDSI Catalano Gussman, Renne Shaper Studios Clark, Chris Shaper Studios Kapalla, Derrik Shaper Studios Nester, Aaron Shop-Eat-Surf.com Montgomery, Tiffany Skullcandy Farnsworth, Scott Skullcandy Lillard, Brandon Skullcandy Layer, Rob Sparc Retail Telfer, John Stance Harris, Candy Stance Hennings, Aaron Stance Kearl, Jeff Stance Kingman, Ryan Stance Turk, Garrett Stance Wilson, John Sun Diego Censoplano, Pete Sun Diego Nash, Dave ATTENDEES

COMPANY NAME

SUPERbrand Bengoechea, Marcelo SUPERbrand Huffman, Scott Surf Diva Tihanyi, Coco Surf Diva Tihanyi, Izzy Surf Expo Nettleton, Ryan Surf Expo Turner, Roy Surf Ride Bernard, Josh Surf Ride Ennis, John Surf Stitch Spangler, David Surfline Garrett, Ross Surfline Budge, James Surfline Boon, Zach Surfline Wells, Jonno Surfrider Foundation Nelsen, Chad Sweetwater Surf Shop Bourgeois, Shana Sweetwater Surf Shop Bourgeois, Danielle Swim Collective Leggett, Shannon Tactics Patton, Matt TAVIK Paulsen, Erik TAVIK Kirchner, Miles TEN (The Enthusiast Network) Bradstreet, Kailee TEN (The Enthusiast Network) Smith, Kelsey TEN (The Enthusiast Network) Campana, Monica TEN (The Enthusiast Network) Sims, Matt TEN (The Enthusiast Network) Townend, Jye TEN (The Enthusiast Network) Boucher, Saxon TEN (The Enthusiast Network) Schluntz, Jeremy TEN (The Enthusiast Network) Perez, Tony TEN (The Enthusiast Network) Garrett, Norb TEN (The Enthusiast Network) Steinmiller, Mary Kate TEN (The Enthusiast Network) Malone, Allen TEN (The Enthusiast Network) Desiderio, Scott The NTWRK Roland, Kellen Vans Eddy, Lance Vans Collins, Griffin Vans Collins, Rosi Vans Hall, Nolan Vans Palladini, Doug Vans Watson, Jim Venter Surf & Sport and Faces of Surfing Nowak, Letty ATTENDEES

COMPANY NAME

Vertical Urge Canipe, Todd Vissla Sanders, Richard Vissla Dyer, Don Volcom Woolcott, Richard Volcom Meehan, Kevin Volcom Hawley, Erin Volcom Lantz, Brent Volcom Steris, Jason Volcom Dougherty, Brad Volcom Morrissey, Jack Volcom Gray, Alex Wave Riding Vehicles Shaw, LG Zappos Scavuzzo, Mike Zappos Schlekewy, Josh Riding the wave is one thing. Getting ahead of it is another.

Being prepared for opportunity means knowing where to look. For more than a century, we’ve helped companies nationwide keep an eye on the horizon by developing strategic plans, uncovering incentives, and mitigating risk. Put our experience to work for you.

WWW.MOSSADAMS.COM/APPAREL

selected clients include Riding the wave is one thing. Getting ahead of it is another.

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selected clients include

Greg Weisman and Ritholz Levy are proud to congratulate SIMA on th its 18 Annual Surf Summit

GREGORY N. WEISMAN West Coast Chair, Apparel Industry Practice Group Ritholz Levy Sanders Chidekel & Fields 421 S. Beverly Drive, 8th Floor Beverly Hills, CA 90212 310.282.9449 tel [email protected] www.rlscf.com

SIMA INFORMATION

OFFICERS ADVISORY BOARD PRESIDENT Charlie Anderson • Otis Doug Palladini • Vans Bruce Beach • Depactus Meg Bernardo • WSL VICE PRESIDENT Jake Brandman • Sanuk John Wilson • Stance Chad DiNenna • Nixon Kevin Flanagan • The People’s Movement TREASURER Ross Garrett • Surfline Joel Cooper • Lost International Bob Graff • Graffy Inc. Candy Harris • Stance SECRETARY Justin Heit • RAEN Kelly Gibson • Rip Curl Rick Irons • Dragon Tony Perez • The Enthusiasts Network SIMA’S GUIDING LIGHT Aaron Quigley Dick Baker Tom Ruiz • Depactus Roy Turner • Surf Expo BOARD OF DIRECTORS Jonno Wells • Surfline Eric Crane • Electric Taylor Whisenand • Quiksilver Johnny Gehris • Vestal Enich Harris PAST PRESIDENTS Dan McInerny • Olukai Dick Baker Kevin Meehan • Volcom Peter Townend Steve Ward • O’Neill Clothing Bonnie Crail Shea Weber • Dewey Weber Tom Holbrook Jimmy Olmes SENIOR ADVISORY BOARD Tom Knapp Fernando Aguerre • Liquid Tribe Michael Tomson Scott Daley • Body Glove Bob McKnight Bob McKnight • Quiksilver Bob Mignogna • Mignogna Consulting LEGAL COUNSEL Paul Naude • Vissla Chris Manderson • Manderson, Schafer & McKinlay LLP Steve Pezman • The Surfer’s Journal Peter Townend • The ActivEmpire ACCOUNTING Moss-Adams LLP

SIMA 27831 La Paz Road, Laguna Niguel, CA 92677 Tel: (949) 366-1164 • Fax: (949) 454-1406 www.sima.com

CONTACTS Sean Smith Kelly Keenan Ty Smith Shannon Park Executive Director Event Manager Brand Manager Development Manager [email protected] [email protected] [email protected] [email protected] BRA INFORMATION

2014 BOARD RETAILERS ASSOCIATION CHAIRMAN Todd Canipe / Vertical Urge

BOARD OF DIRECTORS SENIOR ADVISOR DIRECTORS Jill Bennett / Birthday Suits Debbie Harvey / Ron Jon George Leichtweis / Modern Skate Dan Nash / Sun Diego Jay Moore / World Boards Mikke Pierson / ZJ Boarding House Chuck Morrow / Ambush Don Nieman / Ron Jon Todd Roberts / ZJ Boarding House Bobby Abdelfattah / Jack’s Surfboards Luis Gordillo / Kokomo Ronnie Abdelfattah / Jack’s Surfboards D. Nachinani / Coastal Edge Jurgen Schulz Mark Barden / Surf City & Annex Surf Supply Marc D’Emilia Duke Edukas / Surfside Sports Matt Patton / Tactics Emma White / Ron Jon Coco Tihanyi / Surf Diva Jim Vaughn / Whalebone Bruce Cromartie / BC Surf & Sport

BOARD RETAILERS ASSOCIATION P.O. Box 1170 Wrightsville Beach, NC 28480 Tel: (910) 509-0109 Fax: (910) 509-3181

CONTACTS Mike Duncan Mara D’Auria President Director of Marketing and Membership [email protected] [email protected]