ALL DRESSED UP AND NOWHERE TO SHOW. Huge crowds at Snapper Rocks WOMEN’S SURFING 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 Layne Beachley 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 Hawaii and Tahiti. 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 – Dee Why, 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, Rip Curl 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 Shaun White, 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 shark attack 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 France.” 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 Carissa Moore, 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 Coco Ho, 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 Lakey Peterson, Malia Manuel, 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.