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An Exploration of Grassroots Businesses Within the Florida Skateboard Community Lawrence M University of South Florida Scholar Commons Graduate Theses and Dissertations Graduate School October 2017 Grassroots Branding: An Exploration of Grassroots Businesses within the Florida Skateboard Community Lawrence M. Shaw University of South Florida, [email protected] Follow this and additional works at: http://scholarcommons.usf.edu/etd Part of the Social and Cultural Anthropology Commons Scholar Commons Citation Shaw, Lawrence M., "Grassroots Branding: An Exploration of Grassroots Businesses within the Florida Skateboard Community" (2017). Graduate Theses and Dissertations. http://scholarcommons.usf.edu/etd/7085 This Thesis is brought to you for free and open access by the Graduate School at Scholar Commons. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Scholar Commons. For more information, please contact [email protected]. Grassroots Branding: An Exploration of Grassroots Businesses within the Florida Skateboard Community By Lawrence M. Shaw A thesis submitted in partial fulfillment Of the requirements for the degree of Master of Arts Department of Anthropology College of Arts and Sciences University of South Florida Major Professor: S. Elizabeth Bird, Ph.D. Dillon Mahoney, Ph.D. EJ Ford, Ph.D. Date of Approval: Keywords: Skateboarding, Phenomenology, Neoliberalism, Branding, Experience, Ethnography Copyright 2017, Lawrence M. Shaw Acknowledgments Thank you to the Florida skateboard community for making this research possible. Be- yond the scope of this project, you have given me friendship and experiences that have fostered personal growth both on and off the skateboard. Every interaction illustrated the skateboarding’s potential to bring people together. I want to extend my gratitude to Dr. S. Elizabeth Bird for her academic and professional guidance throughout my time at the University of South Florida. Ad- ditionally, I want to thank Dr. Dillon Mahoney and Dr. EJ Ford for their participation on my the- sis committee. Lastly, thank you to my family and friends for their support through my academic journey. It would not have been possible to complete this work without everyone mentioned. Thank You. i Table of Contents Page Abstract ......................................................................................................................... iii Chapter One: Introduction ............................................................................................ 1 Objectives ......................................................................................................... 1 Background ....................................................................................................... 2 Research Aims and Questions .......................................................................... 3 Chapter Two: Literature Review .................................................................................. 5 Literature of Skateboarding .............................................................................. 5 Overview of Capitalism/Consumption/DIY Literature .................................... 17 Literature of Capitalism and Branding: ............................................................. 17 Literature of DIY .............................................................................................. 18 Moving Forward ............................................................................................... 22 Chapter Three: Methodology ......................................................................................... 23 Research Participants: Demographics ............................................................... 24 Ethnography: Understanding business practice and the skateboard experience 25 Participant Observation ..................................................................................... 30 Survey of Existing Media ................................................................................. 31 Participant Reciprocation .................................................................................. 31 Ethical Concerns ............................................................................................... 32 Chapter Four: Skateboard Culture and the Presence of Branding ................................ 34 Capitalism and the Dominant Skateboard Identity ........................................... 35 Mainstream Skateboard Branding: More than Wood and Wheels .................... 37 Grassroots Skateboard Businesses ..................................................................... 42 Skateboard Branding: Symbolic Constructions of the Skateboard Experience . 46 Meaning of Movement ...................................................................................... 48 Chapter Five: The Grassroots Skateboarding Entrepreneurship ................................... 56 What are Grassroots Skateboard Businesses? .................................................... 56 Florida Skateboard History: The Skatepark Tradition ...................................... 56 Kona Skatepark – Ramp Design and Commercial Contests ................. 59 Bro Bowl: Centers of Organization ...................................................... 61 Continued Skatepark Development: Tim Payne and the Skatepark of Tama ................................................. 62 Phenomenology: Age and the Aging Body ...................................................... 64 Skateboard Wheels and the Embodiment of Home Town Pride ...................... 70 Forty and Sporty ............................................................................................... 70 More Speed More Protection ............................................................................ 72 Branding through Digital Technology .............................................................. 73 Conclusion ........................................................................................................ 77 References ……….… .................................................................................................... 81 ii ABSTRACT Why do original/grassroots branding efforts occurring on a local level continue to proliferate de- spite the existing market saturation created by larger corporate entities? Using existing theoreti- cal frameworks associated with “do it yourself” (DIY) culture, this thesis explores cultures and themes associated with skateboarding, including the production and consumption of brands of skateboarding products; the use of space and spatiality by skateboarders; and, finally, changes in skateboarding. I conducted ethnographic interviews within a network of skateboard entrepre- neurs in the Florida skateboard community, seeking to understand why they start brands, their perceptions of their entrepreneurial efforts, and how these businesses operate. Drawing from his- torical, visual and interview data, I identify the roles that branding efforts play into the formation of skateboard culture. The project analysis creates an understanding of skateboard culture that explores skateboard identity at the intersections of consumer/citizen, individual/citizen and the politics of larger capitalist structures and the entrepreneurial efforts of local business. iii Chapter One: Introduction When I moved to Tampa in the fall of 2014, I became enamored with the history, archi- tecture, and personalities of Florida Skateboarding. I started a blog dedicated to creating and consolidating online media that related to Florida skateboard history and current news. In the search for news content, I keyed into the numerous small brands that are located in Tampa and the surrounding area. Working with the businesses owners to document their various community events, I began to learn about how these businesses operated. These grassroots brands, operated by local community members, focused on the production of original branded skateboarding goods. The blog eventually became a small online skateboard shop dedicated to promoting the locally produced goods in the Florida community. My questions surrounding the continued pro- liferation of grassroots skateboard brands only intensified considering the densely saturated na- ture of the skateboard industry. Through labor-extensive, contemporary marketing practices, smaller independent skateboard brands are now able to compete with larger industry brands. Walking into any skateboard shop, hundreds of skateboard brands compete for wall space. Sell- ing and promoting these local brands, I became interested in why these small skateboard busi- nesses continued to operate despite small profit margins and labor intensive operating processes. Objectives To understand the economic and cultural environment of small-scale skateboard branding efforts, I conducted research with members of the Tampa skateboard community. I worked closely with the owners of six local skateboard businesses to understand why these small brands are created and how they operate. With data gathered from ethnographic interviews and partici- 1 pant observation, I analyzed the cultural and economic impacts of grassroots skateboard busi- nesses within the Tampa skateboard community. Background The Tampa Skateboard community is historically important in regards to the cultural de- velopment of the sport. Since the 1970’s, Florida generally and Tampa specifically have been significant within the context of the global skateboard community. Many of skateboarding’s iconic figures have come out of Florida; Andrew Reynolds,
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