ALL DRESSED UP AND NOWHERE TO SHOW. Huge crowds at Snapper Rocks WOMEN’S IS SO HOT RIGHT NOW. SO WHY ARE EVENT SPONSORS GETTING COLD FEET? for this years Roxy Pro. Photo. Chris Carey / Zaz.

Women’s surfing has reached With the girls, they are about much more than told ASB in May, “At this “To me, every event is a business. Some Mandy McKinnon, freelance media From Retro to Metro...... It’s a great idea, great concept, but it just Of the brands throwing down these big just surfing and playing golf. “We’ll have a stage it looks like Carissa’s secured the events are well run businesses, others co-coordinator for the ASP, confirms media needed to be orchestrated a bit more. So sponsorship deals, Quiksilver already heavily new performance heights and DVD at retail but it’s not something we are world title, which certainly helps the cause, aren’t. Also, events have life cycles. Event demand for women’s event footage is at an all In years gone past, the girls would flit we’ve seen the success of the women’s tour invests in women’s events under it’s Roxy is poised for a fresh wave of looking to make money off of. Were using the it’ll raise interest in more international markets, producers need to factor these cycles into time high. “The incredible growth of online between typical exotic surf locales like Fiji, when it stands alone, but when it’s in remote label, but besides Red Bull all Carissa’s new video more as a promo item, and since kids especially America where we’ve been their plans, constantly refreshing events digital news and surfing sites has seen and . This year, the girls are isolated areas, it tends to lack media interest sponsors are relative newcomers to surfing. fame across North America, yet consume video through mobile and web, we lacking the support we truly require. It’s been to keep them relevant, exciting, and new. demand for women's highlights go through hitting metro locations – , Rio, and the coverage support The faith these brands are placing in the women’s event sponsors have left figured we would do it that way rather than such a dominant market, so for the surf I don’t see a blanket downward trend the roof this year. Our stats show the girls’ Huntington. It’s a trend that’s also playing out it gets from being somewhere like Dee Why. future of women’s surfing is promising. Target just on DVD.” brands I think it’d be extremely beneficial for for events. Some events are thriving highlights are receiving massive amounts on the men’s tour, with New York and San Fortunately Dee Why’s still considered to be a earned $65.4 billion in revenue in 2009 the building just as the party America to claim a female world champion.” and growing; others aren’t. Events that of views worldwide. What’s going on with Fran added this year. However unlike the pretty high-class wave, I mean we had six (nearly ten times the entire surf and skate men’s tour, the girls haven’t got the dream cranks up a notch. The month prior to Leave a Message’s aren't doing well probably wouldn't even online surfing media right now is unsurpassed, foot out the point this year. But my interest industries combined) so they kind of know if the economy were thriving. Communities, and the girls are a big part of that.” locations to balance things and challenge was all about generating mainstream media their shiz where business is concerned. release, team member Bethany them, no Hawaiian leg, no big wave venues Hamilton’s biopic Soul Surfer did the rounds High Yet Dry...... geographic, interest based, cause-based, attention for the girls. Locations need Target entering the fray understandably Take one look at Nike’s women’s big budget need events now more than ever, constant monitoring and consideration, but at makes surf purists very uncomfortable, but surfing movie Leave A Message and you’d in North American theatres. Showing on 2214 With all these factors in motion, the profile screens across the US, Soul Surfer cleared and event producers must uncover “What’s going on with online On one hand, the move to metro locations this stage the ASP seem to be scrambling for if Target think Carissa’s as marketable as their be lying if you weren’t merely impressed of women’s surfing is about to get a face lift, opportunities within these communities makes perfect business sense; the ever events and accepting them wherever people other signed high profile sports megastars by the surfing, but also the star’s $10.4m on opening weekend, and had and it couldn’t be better timed. Over the past cleared over $40 million at time of print. to make events thrive, change, merge with surfing media right now present risk with remote locations is if they’re want to put them. I’m very curious to see like , it validates women’s surfing intoxicating mix of youth, attractiveness, and few years, the ASP women’s calendar another, or come to a close.” skunked for waves, there’s minimal media the kinds of waves the girls are going to get and broadens it’s reach - although Target marketability. While the story of a young surfer losing a limb has been dogged by the slow yet systematic is unsurpassed, and the girls in a is unlikely to boost surf coverage or sponsor ROI. Take the circus in Bairritz in July for example, the worst time don’t plan to put their distinctive red and pull out of event sponsors. At the start are a big part of that.” to the city however and whether there’s for surf in .” white logo on event banners. Target Lifestyle school numbers, the movie has nonetheless of 2011 it looked like the world title would Bower suggests rethinking women’s events When Nike 6.0 turned it’s focus to women’s exposed non-surfers across landlocked from the ground up. “Sponsors are attracted Mandy McKinnon. waves or not, the event PR generated across Manager, Troy Michels, told Surfer Mag surfing, it snapped up six red hot talents who be decided on just five events. It solidified mainstream media is huge. Metro locations in 2010. “Right now we’re not looking at doing regions of America to the story of one truly to seven, yet Brodie Carr, CEO of ASP to successful, vital events. What are the happen to scrub up pretty; ASP women’s courageous female surfer, and the world men's events doing that the women's aren’t? are great for the sport’s visibility, but at anything but supporting Carissa and making world tour surfers , Laura International, is still at a loss as to why Mandy feels besides the girl’s skills levels, a price. Nobody enjoys watching surfers Show me the spono contract...... sure she gets all of the best opportunities out of surfing she loves so dearly. The movie’s sponsors aren’t banging down the door. Are the women's events marketing Enever and , along with young stars strong Christian overtones plus the acting sufficiently, attracting participants and there’s a lot of positive factors at play behind flounder about in sub-standard waves – take In the 2008 season, a third of the surfers there. We’re currently not going to do any , , and Monyca "Our ideal number on the ASP Women's WT their current popularity. “The demand for Rio for example, which was occasionally on the ASP Women’s World Tour lacked advertisements in the magazines or sponsor debut of country music star Carrie is 10 events and the same number of 6 stars. spectators, media coverage and popularity? Byrne Wickey. Not familiar with the last three? Underwood propelled the movie across the These questions hold the keys to unlocking women's media content has increased as tedious as watching Dancing With The major sponsors. In, 2011, that’s dropped any events.” Google them and you’ll find chat boards lit up We’re hitting and exceeding targets in all expediently over the past few years due Stars just to get a glimpse of Occy. a little to four of the Top 17. So while endemic Bible Belt, and apart from more traditional categories except the girls, it blows me away the answers. Perhaps women's events need with guys discussing Malia’s smooth style, surf territories like Orange County, new life and vitality breathed into them, which to a whole range of factors, of which Steph brands are tending to shy away from events, Carissa’s other sponsor Nike, however, has Lakey’s impressive boosts, and Monyca’s and bums me out. It’s our key focus on the Gilmore is a major one. Steph's value cannot they still recognise value in having a strong the movie’s strongest figures came from event acquisition front. We have a few targets obviously takes time. And sponsors can been launching a no apologies assault bikini clad bottom turns amongst other the Southern States and cities like Chicago, be brought in to these aspirations. The be underestimated. She handles the media Media guru Mandy McKinnon acknowledges team, and they’re still the strongest supporters on surf, including investing in women’s anatomical observations. That’s right, blokes in mind, but it’s not been easy with the surf pressure like a champion, win or lose. Carissa events receive more mainstream coverage of the women’s Top 17 which boasts four new frontiers for surf. According to opening market down significantly, a 30% drop women's events might benefit from a new surfing. It upgraded the women’s section remarking on women’s surfing in a highly weekend data, females accounted for 85% strategy to make them relevant and Moore and are gold in cities vs remote locations; “Easy media RipCurl team members, three Billabong, of the US Open of Surfing to a world tour positive, though at times creepy manner. in the US compared to 2008. I think we’ve to work with too, and I like what Laura access by reporters to the surfers and the three Roxy or Quiksilver and a Volcom rider. of the audience, with a strong showing from hit the flat spot and are now starting to feel compelling and to put them on a growth contest, and spent two years and suitcases How did this happen? young women (56% were under 25). curve. By including ways to build participants Enever is bringing to the table. There’s action does increase coverage, especially But the big change afoot? The top girls are full of cash filming Leave A Message. It also an upswing coming. I’m hopeful we can a depth in the ranks too with , at event locations. Journos like to get their making bank. Take Steph Gilmore for The movie may not translate into an use this upswing to covert some new events and spectators and cultivate younger surfers, placed in the ad campaign immediate rush in Rip Curl T-shirt sales, opportunities for a wide range of sponsors and already own story angle, and obviously that’s easier example, whose new contract with Quiksilver for The Chosen alongside top athletes like Released for free download in late May, for the girls". when they can be onsite. The other Women is rumored to be in the vicinity of $5 Leave a Message was helped along but for positive brand association you don’t open up.” establishing themselves. The girls are smart, , skater Paul Rodriguez and get much bigger. And as Layne points out, beautiful, media savvy and ripping.” advantage of highly populated contest million over five years. Carissa Moore, whose snowboarder Danny Kass. Nike doesn’t by a healthy dose of advertising support, venues is the atmosphere large spectator sponsors Red Bull, Nike 6.0 and Target are garnering the girls incredible mileage across it’s also a big win for female surfers. “Anything “The roxy pro this year made do those kinds of things for fuzzy feel good that goes out there that’s in a positive, crowds bring to events that adds to the media no slouches in the fat cheque writing points, it expects serious sales in return. US surf media from Surfline to Surfer, Game On...... Layne agrees the new guard are more than value. It's electrifying at Snapper with the department, is reportedly raking in a similar Malia even scored a cover boosting inspiring or aspirational light is a huge boost people sit up and take notice. one-dimensional athletes, and are infinitely End of 2010 reports from Nike project. Their for women’s surfing.” Mike Blackwood, head of Quiksilver Women’s Gold Coast population being so surf savvy, figure. action sports unit specializing in surf, skate on Transworld Surf. In , Surfing Life, Seriously the level of surfing watchable. “Steph’s done a fantastic job and it's amazing to be apart of that. Tracks, Stab and Waves were all championing division, simply puts the lack of event as leader and world champion, and Sally’s and snow will double to $1.2 billion within five sponsors down to the industry under- However, you can’t underestimate the value the cause, or at least sporting the ads. Online, Yet for the pinnacle of this current women’s from the quarters on in that event following along in those footsteps. Laura years. So if Nike also think the girls are estimating the girl’s talent and pulling power. of epic contest vision. No matter where the marketable, there may be good times ahead. the movie’s preview teaser had 151K views surfing publicity streak, keep your eyes glued would blow a lot of guys out of Enever’s very media savvy. Carissa obviously location is, at the end of the day an event “It’s probably one of the most on Vimeo over the two months prior to “To be honest, I just don’t think people generates loads of media attention. on the 2011 world title race. After the the water. Both inside and outside realized how good women's surfing actually is remembered by its surf and the surfing.” healthy, positive, and marketable release. As a benchmark, Julian Wilson’s Billabong Pro Rio only Carissa Moore and It’s probably one of the most healthy, positive, The changes for the women’s tour don’t just Could the top girls’ sponsorship contracts hype clip, The Next Chapter Begins Now only was,” Mike stated, adding, “The Roxy Pro this and marketable times in women’s surfing. times in women’s surfing… Sally Fitzgibbons remained in contention of the industry, I think that event year made people sit up and take notice. mean the loss of some epic waves. quadrupling in recent years be the culprit for racked up 14K over three months on the coming into the . If Carissa There’s a lot of camaraderie on tour. The event schedule has been whittled There’s a lot of sex appeal, a money drain affecting events? Perhaps. same channel. was a big wake up call.” Seriously the level of surfing from the quarters They’re all really healthy, active, positive, wins, it’ll be the first time an American on in that event would blow a lot of guys out of down to include just three stand alone events; It’s more likely however that surf brands has claimed a women’s world title since Lisa Mike Blackwood. strong. They’re beautiful, they photograph the Commonwealth Beachley Classic Dee and I don’t care what anyone says diversifying to reach the youth market via the water. Both inside and outside of the well. There’s a lot of sex appeal, and I don’t Media machine in overdrive, Nike then played Anderson in 1997. OK, technically Carissa’s industry, I think that event was a big wake up Why, the Subaru TSB Bank event, I’m a big believer that sex sells.” music, art and philanthropic events has left it smart. No matter how much hype they’d Hawaiian, which in surfing is autonomous care what anyone says I’m a big believer that and the Roxy Pro France - the only surf brand the kitty a little dry during lean times. Layne Beachley is pragmatic about event call. Just having it on ONE HD free to air TV sex sells. I think all those ingredients have Layne Beachley hustled up, if they’d tried to sell the movie it from the US, but America will claim her faster sponsors playing hard to get. “I don’t think opened women’s surfing up to a whole new event of the bunch. It’s easy to assume But while it’s unclear what the future holds would’ve tanked, nobody besides the most that an Aussie would claim Crowded House. come together to make a really powerful tool the loss of women’s-only events comes down for women’s events, it’s exciting times women’s surfing is an orphan in this regard; audience, so that’s a positive for the whole for promoting the sport.” diehard surfer chicks would’ve ever seen it. She’ll also be the first Hawaiian women’s lots of sports are experiencing financial industry. There's talk of trying to get another to expense; women’s stand alone events cost Mike Blackwood told ASB adding Steph for women’s surfing. Leave a Message, Instead, they let it freely infect the web like world champ since 1981. Add the fact pressure and shrinkage in event numbers. event up for Hawaii, so hopefully that around half a millions dollars to run, whereas to the Quiksilver Women’s roster brought the Bethany's Soul Surfer, and Carissa's a malware virus, converting countless Carissa’s just 18 (turning 19 in August) Women’s surfing is feeling the pinch, happens. Next year, who knows, hopefully Brodie Carr, CEO of ASP International, combining events with men’s costs less label instant visibility. “Having someone like possible world title are going to bring the girls thousands of viewers into admirers. Giving and balances her freakish surf abilities but it’s still prospering regardless. I think we get a few other crew stepping up and agrees the standard of the women's tour in infrastructure. For the girls, the upside Stephanie on board who is one of the highest into the most visible position they've ever the movie away became a clever PR vehicle, by being well spoken and cute as a button, we’re just weeding out our garden and supporting the women’s tour.” is impressive. "Best ever! Have you seen the to combined events is more publicity and profile female athletes in the country can been in across North America, still a very but also shone the lights squarely on the and you can imagine the US mainstream finding the true stayers. There’s always ebbs talent pool and what these girls are doing? viewers both on the beach and online, but the only help raise your profile,” Mike said, influential territory for surf. The question is, rapidly evolving state of women’s surfing media will be frothing harder than a dropped and flows when it comes to sponsorship They surf amazing and are all rock stars." downside is playing second fiddle in less going on to explain why she’s the sole can the women capitilise on their popularity Avid watchers of ASP events would agree in the process. six pack. Even if Sally wins (a good in professional sport. Of course women’s contestable conditions. surfer amongst their ‘global ambassadors’, to bring more sponsors to the table? Layne this year’s Roxy Pro at Snapper Rocks, where possibility given the young Aussie’s talent) surfing still needs a boost, and it’s going a diverse mix of female DJ’s, writers, thinks the girls are already on the right track. Carissa Moore narrowly defeated fellow teen Despite the accolades, less events means Layne has contemplated the conundrum and it’s still guaranteed the media will to take strategy and effort on behalf photographers, musicians, and even a chef. “Athletes can’t keep relying on their industries 6.0’s North America Brand Manager Zach sensation Tyler Wright, was a game changer. fewer opportunities for this current crop of where to run women’s events her entire be watching Carissa’s every move in 2012, of the ASP to not only work with the current “It just seemed like a natural fit, as cliché to promote their sport, they’ve got to do Boon told ShopEatSurf shortly before The finals highlight clip from Snapper has of elite female surfers to showcase their career, and feels she’s found a solution with generating incredible buzz and attention sponsors, but start seeking newer ones as it sounds, when we looked at what it themselves. They have to have some sort the movie was released, “As we got more into had 44, 800 views on the McKinnon Media competitive prowess and build followings. her signature event, the Commonwealth for the girls. by looking outside the box a bit.” we wanted to stand for as a brand. Then of responsibility and accountability for the it, it became a bigger investment. We are Vimeo site alone – that’s on top of the One HD So where to next? Bank Beachey Classic, which boasts the looked at the person Stephanie is, the things sport’s progression, and I think the girls are treating it like we would treat any guys’ movie free-to-air broadcast in Australia, and after biggest prize purse on the women’s tour. she’s into and wants to do in the future. finally beginning to understand that. and I think what’s special, too, is besides Gail Bower, President of international event the thousand who tuned in for the live “Back in the day when Rochelle Ballard, On top of that Roxy is such a strong brand as By promoting themselves and allowing being a core surf movie, I think it will also be sponsorship and marketing consultancy webcast or viewed it on demand via the Roxy Megan Abubo, Kate Skarratt, and Pru Jeffries it is. It has its own DNA and already has an people into their worlds, the more interest a lot more appealing to mainstream media Bower & Co and author of guidebook or ASP sites. and I had a dream of taking the women’s incredible team of athletes representing they generate and possibilities they open because all the girls have such unique How to Jump Start Your Sponsorship events away from the men’s tour so we could it and what it stands for, like Sal and Sofia up.” personalities and interests. Strategy in Tough Times, told ASB stand on our own two feet, I think we were in the surf, Torah in the snow. It just made a lot that blaming the economy isn’t a solution. a bit premature. of sense to bring Stephanie on as a Quiksilver ambassador.”

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