13th ANNUAL NEWPORT BEACH FILM FESTIVAL

ANNOUNCES 2012 ACTION SPORTS FILM SERIES

Extreme Cinema Celebration to Feature Five World Premieres

NBFF to Host Big Screen Debuts of Decade of Dominance, H2indO, Hicks on Sticks,Man and Machine, Crusty 16 – Outback Attack

Newport Beach, Calif. - April 11, 2012 – The Newport Beach Film Festival (NBFF) proudly announces its 2012 Action Sports Film Series (ASFS), an international showcase of films celebrating athletes, visionaries, filmmakers, cinematographers, pioneers, environmentalists, entrepreneurs, artists and designers who have shaped the action sports culture and cultivated its progression with their innovation, energy and creativity. Emerging on the forefront as the largest action sports cinema event in the nation, the NBFF Action Sports Film Series will take place during the week of the Newport Beach Film Festival (April 26 - May 3, 2012) in Orange County, CA, a location celebrated as the epicenter of the surf wear and action gear industry and the ultimate destination to experience music infused cutting-edge adventure on the big screen. Films will screen at Island Cinema (999 Newport Center Drive in Newport Beach), Triangle Square (1870 Harbor Boulevard in Costa Mesa) and at the Regency Lido Theatre (3459 Via Lido Drive in Newport Beach).

Newport Beach Film Festival Schedule

2012 Action Sport Film Series

WORLD PREMIERES

Crust 16 – Outback Attack Friday, April 27, 7:00 p.m. – Triangle Square

Decade of Dominance Saturday, April 28, 6:15 p.m. – Lido Theatre

H2IndO Sunday, April 29, 6 p.m. – Lido Theatre

Man and Machine Sunday, April 29, 3:45 p.m. – Triangle Square

Hicks on Sticks Sunday, April 29, 7:45 p.m. – Triangle Square

COMPLETE SCHEDULE

Crusty 16 – Outback Attack

Friday – 4/27 – 7:00PM – Triangle Square

The Crusty boys are back at it, going end over end, and over the top – down

under! After traveling all around the world and jumping over, in, and through

some of the most exotic and coveted locations ever discovered, filmmakers

Jon Freeman and Dana Nicholson decided to journey to the sandy beaches,

red dirt, and laid-back outlook of Australia to capture the ultimate FMX

experience!

Manufacturing Stoke

Saturday – 4/28 – 12:00PM – Muth Interpretive Center

Visiting surfing legends and newcomers alike, filmmakers travel across the

California coast while highlighting the surfing community’s shift from

petroleum based products to more organic and responsible components. No

other sport is as intrinsically linked to nature, so why are a majority of the

materials used environmentally toxic?

MC: 4/9/12 2

Minds In The Water

Saturday – 4/28 – 1:45PM – Triangle Square

The story of one surfer’s international efforts to help protect dolphins, whales

and their ocean environment. Through pro surfer Dave “Rasta” Rastovich’s

charismatic journey, witness an adventure spanning the globe from Australia

and the Galapagos Islands to Tonga, Alaska and Japan, and witness firsthand

how one surfer’s quest to protect dolphins and whales has blossomed

into a movement of like minds.

Lost & Found

Saturday – 4/28 – 6:00PM – Island Cinema

Upon discovering 30,000 negatives in three boxes at a flea market in Los

Angeles, CA in 2007, filmmaker Doug Walker set out on a four-year journey

around the world to track down the stories behind the photographs, reuniting

photographers and surfers with some of the best surfing images ever

captured. If stories are not told, they are lost.

Surfing The Wild East

Saturday – 4/28 – 6:00PM – Island Cinema

In an attempt to expose new surf territory with a fever for adventure and

foreign land, a group of professional surfers set out on a three-week

adventure through the Caucasus Eurasia to surf the Caspian Sea.

Decade of Dominance

Saturday – 4/28 – 6:15PM – Lido Theatre

Every year the world’s best paddle boarders gather in Hawaii to contest the

World Championship of Paddle boarding. To claim the world title the winner

must cross one of the world’s most treacherous bodies of water, the 32 mile

Ka’iwi channel, aptly named the ‘channel of bones’. Since 2002 Jamie Mitchell

has made the world title his an incredible nine times. One more victory would

cap off a perfect decade of dominance in one of the world’s toughest events.

The Art of Flight

Sunday – 4/29 – 12:30PM – Triangle Square

Equal parts action and adventure mixed with the inevitable drama

encountered along the way. Iconic snowboarder Travis Rice and friends

redefine what is possible in the mountains. Experience the highs, as new

tricks are landed and new zones opened, alongside the lows, where

avalanches, accidents and wrong-turns strike. For the first time, viewers are

immersed in the sometimes successful, often trying quest to open up new,

unexplored mountains in remote corners of the world. Dynamic filmmaking

technology and tools are used to capture the dramatic beauty of the culture,

wildlife and stunning scenic landscapes the riders take in along the way.

Man And Machine

Sunday – 4/29 – 3:45PM – Triangle Square

Enter the world of Extreme Enduro, where man and machine are pitted

against impossible terrain and a ticking clock to find their personal limits and

identity. Some race for the podium, some for the challenge, and some to be

able to say they compete in one of the toughest races on earth. For them,

it’s not about winning, it’s about finishing.

H2indO

Sunday – 4/29 – 6:00PM – Lido Theatre

An exciting journey with seven of the world’s greatest stand up paddlers as

they travel to Indonesia to paddle its most famous surf breaks. The result is

a personal and compelling look at these seven athletes and the world’s

fastest growing sport.

Hicks on Sticks

Sunday – 4/29 – 7:45PM – Triangle Square

In the summer of 1999, four skateboarders and two bands embarked on a

life-changing tour. Yearning to hit the road and inspire kids in rural areas by

exposing them to skateboarding and music, they towed a 5,000 pound

portable skateboard park behind an old van with failing brakes, traveled

1,800 miles through the mountains of Western Canada, and put on 8 shows

in 11 days. When their only financial sponsor dropped out, the tour continued

with even higher stakes, and longstanding friendships were inevitably tested.

Combining footage from the tour with recently conducted interviews, the film

spans over a decade in the lives of these young men.

Winter

Monday – 4/30 – 7:45PM – Island Cinema

A variety of mountain sport athletes showcase their daring brand of

athleticism in the world’s most amazing landscapes—riding a unicycle on a

2,500-foot cliff with a tire hanging over the edge, ski jumping a 210-foot cliff

with a swan dive, climbing Mt. Everest with a broken foot and more. Facing

dire consequences for failure, these athletes risk life and limb in a

breathtaking exploration of what “extreme” really means.

Wyoming Triumph - a workingmans ski and snowboard feature

Tuesday – 5/1 – 7:00PM – Island Cinema

Journey deep into the mountains of Wyoming with a group of dedicated

skiers to explore the treasures of the state with the most rugged, remote

landscape in the lower forty-eight states. After two years of scouting the vast

terrain of Wyoming for the most unskiable locations, this group ventures into

remote mountains where hunting rifles are more popular than skis and take

on countless broken bones and close calls on their way to the adventure of a

lifetime.

MC: 4/9/12 4

All.i.can

Wednesday – 5/2 – 3:45PM – Triangle Square

Over the course of a two-year quest, documentarians hope to channel the

energy born from their passions towards being green, sustainable and

exhibiting forward thinking. This film strives to unite global mountain culture

and bind us together as the leaders of a revolution. We must be inspired to

do all we can for the environment, and we must learn how to take that first

tiny step in the right direction.

Format Perspective

Wednesday – 5/2 – 8:15PM – Triangle Square

An exploration of the work and life experience of six European skate

photographers. Showcasing the photography of Nils Svensson (Malmo), Stu

Robinson (Belfast), Alex Irvine (London), Rich Gilligan (Dublin), Sergej Vutuc

(Heilbronn) and Bertrand Trichet (Barcelona/Tokyo), the film gives insight to

the different approaches used by this diverse line-up of photographers and

provides a behind-the-scenes look at the process of skate photography.

The Ordinary Skier

Wednesday – 5/2 – 8:15PM – Island Cinema

For Seth Morrison, skiing is much more than a sport or job, it’s a way of life.

Through hard work and dedication, Morrison has become one of the best

skiers in the world. This film traces his journey from the middle class suburbs

of Chicago to the Colorado Rockies and into the underground ski-bum

subculture that would eventually become Freeskiing. This is the story of how

a collection of misfits turned an elite sport upside down, and how an ordinary

kid chased his dream and became one of skiing’s most iconic heroes.

Day At The Pool

Wednesday – 5/2 – 8:15PM – Triangle Square

A Day at the Pool is a documentary-style film that attempts to uncover the

true origins of modern skateboarding. Interviews with Tony Alva, Stacy

Peralta, Jay Adams, Steve Olson, Dave Hackett, Duane Peters and the rest of

the Dogtown Crew reveal that an anonymous local kid may have been largely

responsible for the skateboarding revolution that lead to their success in the

late 70s.

Boardroom

Thursday – 5/3 – 5:45PM – Triangle Square

Before the growth of big corporations and surf culture, a handful of pioneers

built wooden surfboards in their garages. Unknowingly, they would

eventually come to develop a lifestyle popularized all over the world. This

documentary is an exploration of the humble beginnings of surfboard

manufacturing and how the passion of these creators has come to popularize

the sport and lifestyle around the world.

Drop

Thursday – 5/3 – 6:00PM – Island Cinema

A journey into the mesmerizing world of Downhill Skateboarding and

Longboard Free-riding, the craziest underground sport in the world. At times

you feel like you’re flying down a mountain road with the athletes at over 60

mph.

Stacked

Thursday – 5/3 – 6:00PM – Island Cinema

When the Quiksilver Pro surf competition makes an unprecedented stop in

the small town of Long Beach, New York, a 20-year-old local surfer must

represent his hometown against legendary surfing professionals.

We surveyed the action sports industry and found that 48% had either no system for customer management or have not put their existing system to use.

A few years ago we surveyed our retail clients and asked them what their plans were to market to their existing customers for the holidays. We were shocked to find that almost 40% had no plans to do special holiday marketing to their existing customers and 64% had no customer loyalty program of any kind. Almost 60% said they had no idea how to market to their customers using their POS system. This was something that we set about rectifying quickly for our clients and we want to share our tips for success with you.

Your investment in your existing POS system can only show a return if you learn and utilize the things it can do for you. So we ask, what tools do you ALREADY have in place that can help you effectively market? One Step Retail Solutions, VP Sales, Kevin McAdam has some tips and information for retailers everywhere.

“Of all the retailers I have talked to over the last couple of years, ignoring the marketing potential of your customer base is among the most dangerous decision you can make in your retail business. Capturing it and leveraging it is among the best.’

“Many retailers I talk to do virtually zero marketing because it’s so expensive and because they see so little measurable return from it. That’s often because it’s shotgun marketing.”

So how do you AVOID shotgun marketing, how do you make your efforts pay off?

“Marketing today is getting more and more precise and as an independent retailer you need to be riding that cutting edge to stand out. Let’s take a look at Facebook and how they market to their members. They know your profile (likes, dislikes, where you go, what your hobbies are) and so they put advertising on your sidebar that they know will have the highest probability of catching your attention.” You could say that the key to effective marketing is knowing your client base and their needs.

So how does one find out their needs? How does one leverage that information in a small to medium size retail shop without spending thousands of dollars in research and marketing campaigns?

“First of all, hopefully you have a robust POS system that can hold large amounts of information about your customers, because this is literally your gold mine. Studies have shown over and over again that it costs 5 times as much in marketing dollars to get a new customer as it does to re-sell to an existing customer. It’s easy to understand: someone who has already bought from you knows where you are and what inventory you carry and, given good customer service, would buy from you again. You just need to stay in touch with them and offer them things you know they will buy. (This is why Customer Loyalty programs work and yours should definitely marry up with your POS system.)”

Please note that this is as vital for small and medium size retailers as is it for the big box stores. “Now you need to collect the information. Usually it’s as easy as telling the customer that you make special offers to your regular customers and then offer to put them on that list. Get as much information as you can, street address, email (assure them you don’t let anyone else use their email address), home phone, cell phone (ask if they would like to be text-messaged if there’s a really hot sale on something you know they might like) birthday, sizes, color preferences, family members….anything that you think might help you promote to them. It might not make sense to try to get all this information at one time, but sales clerks should try to help build their ‘profile’ within your POS system” As a side note, you can also create a sign that has “Follow us on Facebook and Twitter” and “Check in on Yelp”. Facebook contact data has become as relevant as an email address or mailing address.

Marketing ideas made available by having a solid directory of clientele in your POS system:

- Hopefully your POS system will not only keep a record of that customer but also the record will show everything they ever bought from you. This should be an available customization in your POS. This way, the next time you get a new item from the designer they have purchased before, you can easily pull up the list of all customers that buy that designer and email them that there’s a new shipment in the store.

- You might even want to have a wine and cheese party to kick off a new line and invite all the customers that have bought similar categories in the past, let them know they can bring along a friend as long as they are added to the guest list (with their contact data of course).

- For a men’s store, make sure you have their wife’s contact information so that just before the customer’s birthday you can email their wife alerting her to the fact that you have all his sizes and favorite designers.

- For a jewelry store, make sure that you have the husband’s contact information so that before major holidays and birthdays you can alert him to an exclusive sale or offer.

- Reward customer loyalty. You can rank your customers using the information in your POS system. You should know which customers bring you the most margin, who are the ones that buy the most at regular prices, who are the ones that only buy when things are on sale, and who are the ones that you make the most money from. Offer exclusive deals, first pick or even host a invitation only preview of your new season.

Don’t let it just be an expensive cash register! Learn it yourself or have one of your employees learn at least the marketing functions of the software and then put them to work to increase your profitability.

“I think one of the most important things you can do as a retailer in today’s marketplace is stop the old shotgun wasteful marketing and get on the sophistication bandwagon to precisely market to precise customers that you want back in your store and that you know will appreciate and buy the wonderful merchandise you work so hard to provide.”

If you would like more information on our POS solutions or for a free POS consultation please contact Amy Hanson at 818.543.4777 ext 4116 or email ahanson@onestepretail.com

Q1. What retail solutions do you currently have in place?
POS – %96
Inventory control – %82
Security – %57
CRM – %32

Q2. If you have a POS system, do you feel like you use it mainly as a register?
Yes – %7
No – %92.6

Q3. What is your opinion on the ROI of retail solutions like these?
Excellent –  68%
Fair – 24%
Negative – 8%

Comments:
From a straight sales perspective, very good and inventory management is good
Very high ROI
Ludicrous to be in the retail business without a POS, ROI is immediate
It is very important to have  a GOOD POS system

Totally worth it and absolutely necessary
Hard to measure in actual numbers, but it’s clearly a necessary part of retail in 2012
very good
You’re an idiot if you don’t invest
Ours has been very good
Very useful
NECESSARY
Very worth it
Priceless! We feel like it paid for itself in the first year.
worth it
Very useful, you get immediate information on what’s selling so you can replace faster
Beneficial if used consistently and correctly
They are a good way to help analyze inventory and sales, but only as a piece of the puzzle
I would love to have something with more capabilities
Depends on what the store spends and monthly fees
Very necessary, but not really affordable for smaller, seasonal businesses. Can’t justify the cost
Worth it but it is a lot of up front money
Bad / Not as good as it could be – due to lack of time to explore further options

Q4. When selecting a retail solution or tool, what was the most important factor?
Price  %32
Customization %21
Syncability  %21
Misc – %26

Q5. How do you determine when and how much merchandise to buy?
Sales trends  %56
OTB software  %16
Stock levels  %12
Experience/Intuition  %8
POS  %8
Combination of all of the above  %8
Seasonal plan  %4

Q6. How do you manage and track both your top and repeat customers?
Have a workable system in place: 52%
POS, currently in active use   44%
Rewards program %4
CRM  %4
Have no system or don’t use it: %48
Nothing in place -  %24
Have POS but don’t use that feature / or don’t use it well %12
Memory / in store recognize them %12
Can only do this with online store %4
We are a resort with constantly changing customers  %4

Q7. What would make your POS and other retail solutions more valuable to you today?
Integration  %24
Comments:
There are some features we’d like to see more easily integrated (rental equipment handling for example). More easily integrated for online sales and ability to handle rental equipment
Merging online sales with in store sales, inventory control on one system
If it was easy to link to different stores
Integration with accounting
Better eCommerce integration
Have some kind of online solutions
Lower cost %16 – Low cost to buy it and implement
Lower cost
Upgrades are quite expensive

Marketing integration %12
Comments:
email customer contact
Perhaps linking to FB, Twitter and social media as well as better email marketing integration
Better tie in with automated email marketing

Ease of use %12
Comments:
Easier set up
Ease of use and set up
If someone else managed it

Training %8
Comments:

If we knew how to use it better
Better training for the system

Inventory management capabilities %8
Comments:
Customizable aspects to the inv management and POS
Being able to report on-hand inventory at any time

Reliability %8
Comments:
Improved reliability, our system is buggie and I heard that they all are
More reliable
Open to buy %8 – Open to buy
Syncing POS with OTB

Miscellaneous Comments:
Use of tablets and wifi
More syncable with our vendors
Faster reports
Easier to register customers
More features and functions
We are good
Nothing

Q8 – Where do you search for info on retail tips and services?
The web  10
Other retailers 8
Trade shows  5
Trade articles  4
Shop Eat Surf  2
TW Business  2
Consultants   2
BRA  2
Hubspot 1
Vendor meetings  1

Q9 – Are you interested in learning more about the potential of your POS system? If so, what would you like to accomplish?
Comments:
Manage inventory, keep stock levels at a minimum, judge ROI  11
Integrating web to POS  11
Better use of it  1
Ease of using our system, more ROI  1
Updates as well as how to be using our system to it’s fullest  1
Easy way to teach employees  1
Customer loyalty program we could actually use  1
What are the most effective reports to run, I need one report  1
Sync OTB to POS  1

Presented By:

Supporting Sponsor:

Each year, questions and other important issues facing the surf industry are addressed at the surf industry’s annual conference, Surf Summit, held in Cabo San Lucas, Mexico. The goal of the four-day, three-night Surf Summit is to learn, share ideas, network and help shape the future of the surf industry.

The Surf Industry Manufacturers Association (SIMA) and Board Retailers Association (BRA) are proud to announce that registration for Surf Summit 15 is now open to SIMA and BRA members. The surf industry’s most influential manufacturers and retailers will be gathering May 16 – 19, 2012, in San José del Cabo, Mexico at the Hola Grand Faro Resort.

“Surf Summit is unique in that it is the one time of year that the key players in the surf industry can escape the daily grind, come down to Cabo and focus their energy on discussing the present challenges and future successes of the industry as one united tribe,” said Doug Palladini, SIMA President and VP of Marketing for Vans. “We look forward to the sharp and motivational lineup of speakers that we are privileged to hear from this year, as well as the Closing Ceremonies where we will hear from some of the top athletes of our sport, Nathan Fletcher and Tom Curren, as they sit on the beach and talk candidly with Martin Potter. Another highlight I am especially looking forward to are the thought provoking roundtable discussions that are back by popular demand. No one will want to miss out on the leadership conference of the year and we look forward to seeing everyone in Cabo!”

Each year, Surf Summit attendees address important issues facing the surf industry, share ideas, network and help shape the future of the industry. The format for Surf Summit 15 will include surf sessions in the morning, educational seminars and roundtables in the afternoon, and attendee dinners and events at night.

“Surf Summit may well be the most valuable trip a retailer can take in the course of the year.” said Bruce Cromartie of BC Surf and Sport and BRA Co-Chair. “The top decision makers from virtually all the surf manufacturers are gathered in one place, and ready to discuss the issues we all face in this fast changing retail environment.”

The conference will conclude the final night with dinner and the Closing Ceremonies on the beach. Former world champ, and one of the most aggressive free-surfers ever, Martin “Pottz” Potter will emcee this special night. Potter will sit and talk story with one of the best all-around surfers Nathan Fletcher and three-time world champion Tom Curren, offering an intimate look into what makes these amazing athletes tick.

The Closing Ceremonies will also remember former SIMA President and Guiding Light, Dick Baker, by presenting the Dick Baker Memorial Award. A panel of Dick’s family and surf industry peers have selected a recipient who exemplifies many of Dick’s outstanding qualities including: a loving and dedicated parent, courage, compassion, a natural willingness to mentor others with integrity and respect for peers and competitors, and a dedication to advancing the sport of surfing with a passion. The Baker Family will present the new Dick Baker Memorial Award recipient with their award on stage, while also remembering one of the industry’s greatest leaders.

As of press time, the scheduled Surf Summit 15 seminars and speakers will include:

Stacy Peralta – writer/producer/director and legendary skater/surfer
An original Z-Boy of Dogtown fame, Stacy Peralta is one of the most respected and outspoken personalities in the surf and skate world. An award-winning film producer, for the documentaries Dogtown and Z-Boys and Riding Giants, Stacy is widely regarded as one of documentary films’ most gifted story tellers. As the keynote speaker, Stacy will provide an inside look into what makes this industry legend tick and share his thoughts on the state of today’s surf and skate world.

Jean-Michel Cousteau – world renowned ocean explorer/filmmaker/televison personality/ environmentalist
Jean-Michel will share his unique perspective on the oceans—his family’s history on the water, the current state of the oceans, and the challenges of the future which can and will be bright with the dedication and help of the surfing community.

David Shing – Digital Prophet, AOL
The digital landscape is changing at a mind-bending pace and attention is the new currency. As a self proclaimed internet junkie, join David as he discusses strategies to humanize the web, as well as the future of the evolving digital space and insight on where this is all headed.

Industry Roundtable Discussions
Attendees will be divided into multiple groups to discuss different industry hot topics, such as emerging brands, brand and retail consolidation, product innovation and social media. Each roundtable discussion will be moderated by top industry pros and executives.

A full schedule of speakers will be available at www.sima.com and www.boardretailers.org in the coming weeks.

“The annual Surf Summit in Cabo, Mexico is truly a fabulous few days where decision-makers from both brands and retail shops are able to openly discuss overall industry strategies and leave re-energized, ready to implement productive ideas,” said Coco Tihanyi of Surf Diva Boutique and BRA Co-Chair. “It’s really something not to miss and you’ll be happy you attended.”

The deadline to register is April 2, 2012. Space is limited and on a first-come-first-served basis, with priority given to SIMA and BRA members.

For more event information, please visit www.sima.com/surfsummit.aspx or SIMA members can contact Kelly Keenan at Kelly@sima.com and BRA members can contact Vicki Vasil at Vicki@boardretailers.org.

The international Association of Skateboard Companies (IASC) and the Go Skateboarding Foundation (GSF) are proud to introduce Just One Board.

Just One Board is a skateboard recycling program created to benefit underprivileged youth, engage skateboarders with their local community, support skateboard retailers and serve as the base of a campaign promoting the positive power of skateboarding.

Beginning in 2012, IASC and the GSF will collect, refurbish and distribute 1000 complete skateboards to disadvantaged youth in a different city each year on Go Skateboarding Day (GSD), June 21st.

By collecting used skateboard equipment, refurbishing and distributing it with the help of local skate shops and youth organizations: used equipment is saved from becoming environmental waste, shops gain a direct opportunity to support their community, youth organizations can introduce healthy skateboarding activities into their programs and most importantly young people who wouldn’t otherwise have the opportunity are given the chance to learn a new skill that gives them a healthy physical outlet and instills important character traits that last a lifetime.

Along with our marquee effort each GSD, IASC and the GSF will be educating skateboard retailers on how to get the Just One Board program up and running in their community year round.

The idea behind Just One Board is simple. The cumulative effect of the program is powerful. Instead of millions of boards winding up in landfills each year, used skateboard equipment is being recycled into a community-building tool to affect positive change in cities all over the world. For more specifics or information on how to get involved please contact Josh Friedberg (949) 455-1112 or josh@skateboardiasc.org.

BRA Partners with Hookit to Promote Local Shops

Wilmington, NC (February 6, 2012): BRA has teamed up with Hookit.com to promote BRA member retailers in Hookit’s “Spots” section. The Spots feature was designed to assist local spots, shops, retailers and service providers to promote their location to the Hookit audience of over 800,000 action sports members.

As part of this partnership, BRA retailers are now promoted within the Spot map on Hookit.com and the Hookit iPhone and Android mobile apps. Participating retailers can claim their profile for FREE to update their business information and offer special promotions to help drive foot traffic to their shop.

For BRA members, Hookit is offering a $100 discount on its Featured Premium listing, which includes a $200 advertising credit to be used for posting Local Hookups. For more information, visit www.hookit.com/spots, search for your shop and claim it to update your listing or upgrade your account with this special offer. Use the promotion code BRA2012. If you have questions, please call 888-874-3374.

BRA Membership Benefits:

• Your shop has already been added to the Hookit.com Spots map in front of 800,000+ action sports enthusiasts.
• Claim your Business Listing for FREE – to update your logo and business info: www.hookit.com/spots
• Get a Featured Premium Listing for $100 OFF AND Get $200 in advertising credit.

About Hookit.com
Hookit is the world’s largest social network for motocross, skate, snow, surf, bmx, mtb and other action sports. We exist to hook up athletes and enthusiasts with their sports. Every sport has its own culture and scene – find local spots, post sessions, connect with other members and get deals from brands and local businesses–all around the sports you live and breathe.  Available on your iPhone, Android or www.hookit.com.

To all our industry friends and family,

Thank you for supporting the Board Retailers Association cause.
Because of you we are a stronger voice, and can continue to bring
independent action sports retailers the education, technology and
the platform to stand on to address industry challenges as a whole.
We wish you a busy and successful holiday season
with lots of cash register (or POS) bells a-ringin’!

Thank you again for all that you do,

The Board Retailers Staff

*The BRA offices will be closed the last week of December. Happy Holidays!

“Today’s SIMA and BRA Industry Boot Camp was truly valuable for the 50 surf manufacturing companies and shops participating,” said Doug Palladini, SIMA President and VP of Marketing for Vans. “Any time we can get retailers and manufacturers together for a day of shared learning, it’s a positive thing.”

The morning kicked off with a keynote address by Kelly Gibson, President & CEO/ Rip Curl USA. Moderated by SIMA’s Executive Director, Sean Smith, in a conversation format Gibson offered insight on his vision for Rip Curl in the U.S. market, his personal thoughts on the current state of the industry and why he believes events and athletes remain an integral part of a brand’s success. Gibson expressed his passion for the industry’s core, the sport and how he believes the surf industry is the strongest it has ever been.

“As far as the state of the surf industry goes, wow, people are going to laugh at me, but I think we are thestrongest we’ve ever been,” said Gibson while addressing the Boot Camp attendees. “I think if you look at the true surf enthusiasts, whether it’s the core participants or someone that’s really interested in surf, there’s never been more. You go out in the water and you’re like, where did all these people come from? And if you look at the innovation we’ve had to do now, theinnovation I have seen in the sport of surfing in the last three to five years is probably the most I’ve ever seen and I’ve never seen surfing progress at such a fast rate.”

Following Gibson’s keynote address attendees had their choice to attend three of six seminars offered. With two separate conference rooms, seminars took place simultaneously and Boot Camp attendees could handpick the seminars that would benefit their business most.

The first seminar of the morning, Organic Search Strategy, was presented by Mark Lavoritano, Account Manager/ SEER Interactive. The theme of Lavoritano’s talk was how to drive internet traffic to your website through links, social media and search engines. While incorporating key search words into web titles and on web pages is the best way to increase search results today, Lavoritano advised the audience to start factoring search optimization skills into social sites such as Facebook and Twitter as he thinks social media is the future of search optimization.

While Lavoritano was presenting, Alexis Kopikis, Founder and President/ Krush, was speaking on his presentation titled Generation Why: An Interactive Consumer Panel Discussion, in the seminar room next door. Moderating a candid discussion with three consumers, Kopikis asked the panel about their purchase influences, decisions, shopping style and opinions on current trends. Kopikis encouraged attendees to use data, such as mass consumer feedback on Facebook, to see what is actually going on with consumers. Attendees were intrigued by the fresh and real time feedback from the panelists as well as the data compiled by Krush.

In the second round of seminars, John Faris, Director of Cross-Channel Marketing/ Red Door Interactive, presented Driving Offline Sales with Location-Based Social and Search Tactics. Some of the key takeaways from Faris’ presentation included the importance of having a mobile site, that smartphones play a large role in shopping, and that 70% of people search for local businesses online while 77% of those people searching then follow-up by contacting the business after their search.

While Faris was on stage in one room, Michael Tomson, industry leader and founder of Gotcha, led a State of the Industry Panel Discussion in the other room. Panelists Nick Cocores, Owner/ Thalia Surf Shop; Bruce Cromartie, Owner/ BC Surf & Sport; Mark Price, CEO/ Firewire; and Charlie Setzler, President/ Rusty North America, had a candid discussion regarding the present condition of surf retail and fashion. The panel unanimously encouraged attendees to take risks in design, carry new brands and not play it safe. Tomson summed up the overall theme of the panel by telling attendees to have their brands take risks, tell stories and to stay true to what they do – surf.

For the third seminar of the morning, Mike Lewis, Editor-in-Chief/ TransWorld Business, took the stage to lead a panel discussion on PR and the Media – Conveying Our Story to the Masses. The panelists included PR expert Lora Bodmer MacDowell, Founder/ Deep Communications, and seasoned media member Rebecca Nordquist, General Editor/ ESPN The Magazine. The discussion shed light on how to get surf into the mainstream media. A few of the tips that MacDowell and Nordquist offered the audience included sharing human interest stories on athletes with the media, have a “hook” that will interest readers when pitching the media on a story, provide easy access for interviews and facts and most importantly act in a timely manner to meet the media’s deadlines.

While public relations and media was being discussed in one room, the room next door featured a presentation titled Tips for Better Online Marketing Campaigns by Chris Di Cesare, Head of Creative Programming/ Google. Attendees left the session blown away by Di Cesare’s real life marketing examples and inspired to do the same for their brand or store. Di Cesare’s top five digital marketing tips included: go where consumers are going, entertain vs. force feed messages, leverage the power of partners, encourage consumer engagement and drive user participation.

With the conclusion of the seminars, attendees enjoyed a lunch break filled with networking and discussion. After lunch, the Boot Camp resumed with the second portion of the programming: roundtables. There were 11 roundtable discussions and each attendee was randomly assigned to participate in nine of the roundtable topics. With each table discussion lasting 20 minutes, the attendees moved from topic to topic discussing new ideas, industry challenges and thoughts for the future. Roundtable topics included: Balancing New and Traditional Media: Creating the Right Mix of Elements for your Brand or Store; Best Practices in Discounting; Executing Successful Social Media at a Local Level; Marketing: What Really Drives Store Traffic?; Maximizing the Rep-Retailer Relationship; New Product Trends: Gaining Buzz at Retail with Hanging Footwear, Boardshort Technology, SUP & More; Nurturing Co-Marketing Initiatives – Investing in your Consumer’s Community; Telling your Brand or Shop Story to the Masses; The Role of New and Emerging Brands in Surf: How Does the Industry Support our Next Volcom?; and Where has the Surfer Girl Gone?: Strategies to Combat Forever 21 and H&M.

“Industry Boot Camp has become an invaluable event for retailers and manufacturers to address our biggest challenges as an industry,” said Coco Tihanyi, BRA Co-Chairperson andPresident/Owner of Surf Diva Boutique. “This collaboration also yields innovative ideas that can change how we do business. I’m completely inspired.”

In its fourth year, SIMA Boot Camps are educational and intimate seminars that aim to provide valuable business tips and tools to help SIMA member companies improve a variety of daily business operations. The Boot Camp seminar topics change from Boot Camp-to-Boot Camp with the goal of reaching a variety of employees and departments within SIMA member companies. All levels of employees from any department who would benefit from the educational seminars and industry networking time are encouraged to attend. Visit www.sima.com for more information on upcoming Boot Camps.

To view photos of Industry Boot Camp, please visit www.sima.com/events/sima-boot-camp/boot-camp-gallery.aspx. To receive information on future Boot Camps, please contact kelly@sima.com

“In planning Industry Boot Camp this year, SIMA and BRA took direct feedback from members on what they wanted to hear and learn to strengthen their businesses in today’s market,” said Doug Palladini, SIMA President and VP of Marketing for Vans. “Back by popular demand, round-table discussions will take place during the second half of the day and will create an open forum for retailers and manufacturers to engage in candid conversations about the future of our industry. Also, the speakers and topics that we have chosen this year will foster both education and inspiration. I especially look forward to hearing our keynote address from one of our industry’s top leaders, Kelly Gibson of Rip Curl.”

The day will begin at 8:00 a.m. with a group breakfast followed by a keynote address delivered by Kelly Gibson, President & CEO/ Rip Curl USA. In a conversational format, Gibson will offer his personal insight on the current state of the industry and where he sees it heading, as well as the vision for Rip Curl as a growing company in the U.S. market and why he believes events and athletes remain an integral part of brand success.

Following the conclusion of the keynote address, attendees will have their choice of which three of the six seminars they would like to attend. There will be two separate conference rooms with seminars taking place simultaneously. Boot Camp attendees will have the opportunity to hand pick which seminars would benefit their business the most.

“This year’s Industry Boot Camp focuses on the creative collaboration between brands and retailers,” said Coco Tihanyi, Board Retailers Association Co-Chairperson and President/Owner of Surf Diva Boutique. “We are at a point where a lot of change, renewal and discovery are imminent. Spending one day with your colleagues will yield a myriad of ideas to help you capitalize on these times. We’re looking forward to tackling all the hot-button issues together as an industry, to roundtable discussions and to breakout discussions like our interactive youth consumer panel and a discussion about our industry’s perception in mainstream media.”

SEMINAR TOPICS
Organic Search Strategy
Determining how to approach organic search and how to develop an actionable SEO strategy to grow traffic and drive conversions can be a serious struggle…but it doesn’t have to be. This session will cover everything from SEO basics to advanced content and link generation strategies, with live examples of what works, what doesn’t and a look ahead at the changing search landscape. The goal here is to arm you with the concepts and tools to help drive immediate (and long-term) improvement with your sites.
Speaker: Mark Lavoritano, Account Manager/ SEER Interactive

Generation Why: An Interactive Consumer Panel Discussion
Join action sports trend and consumer expert Alexis Kopikis as he sits down with a group of consumers who have previously evaluated current action sports products through Krush’s Sneak Peak process. Alexis will moderate a candid discussion with the consumers about their purchase influences, decisions, shopping style and opinions on current trends.
Moderated by: Alexis Kopikis, President & COO/ Krush

Driving Offline Sales with Location-based Social & Search Tactics
With the recent explosion in GPS & Web-enabled smartphones sales, consumer use of mobile search and social applications is growing rapidly. And even outside of mobile activity, consumer purchasing decisions are increasingly being influenced by brand and product research that they are conducting online. To take advantage of this massive shift in consumer behavior, specialty retailers & manufacturers need toadapt quickly. Red Door Interactive’s John Faris will break down the high-impact tactics that will help mobilize and localize marketers’ existing social and search strategies. The seminar will touch on social check-in and couponing services, as well as local SEO & search marketing techniques that drive offline activity.
Speaker: John Faris, Director of Cross-Channel Marketing/ Red Door Interactive

State of the Industry Panel Discussion
Join industry legend, Michael Tomson as he leads a candid panel discussion on the state of the surf industry with retailers, leaders of up and coming brands and fellow industry veterans.
Moderated by: Michael Tomson, Industry Leader & Gotcha Founder

PR & the Media – Conveying Our Story to the Masses
In light of events such as Quiksilver’s introduction of an ASP event to New York, the A-list hype The Art of Flightbrought to cities nationwide and the success of Bethany Hamilton’s Soul Surfer, stories about action sports are being brought into the mainstream more frequently than ever. PR Professional Lora Bodmer MacDowell and ESPN The Magazine’s General Editor, Rebecca Nordquist, will share how we as an industry can best gain and take advantage of access to mainstream media,better guide the message that is sent out, and best implement a crisis management plan. The conversation will explore new ideas to shine a favorable light on action sports that can increase positive interest, generate more capital and retain new customers.

Tips for Better Online Marketing Campaigns
With 16 years of experience in creative marketing and strategic planning in interactive entertainment and new media, Chris will explore how brands can use online marketing, specifically YouTube, to improve their marketing campaigns. He will present various case studies from companies that have effectively used digital platforms to date. Chris will also show attendees how to implement and apply his key marketing tips into their own brand’s online marketing campaigns.
Speaker: Chris DiCesare, Head of Creative Programming/ Google

Roundtable Topics to include:
• Balancing New and Traditional Media: Creating the Right Mix of Elements for your Brand or Store
• Best Practices in Discounting
• Executing Successful Social Media at a Local Level
• Marketing: What Really Drives Store Traffic?
• Maximizing the Rep-Retailer Relationship
• New Product Trends: Gaining Buzz at Retail with Hanging Footwear, Boardshort Technology, SUP & More
• Nurturing Co-Marketing Initiatives – Investing in your Consumer’s Community
• Telling your Brand or Shop Story to the Masses
• The Role of New and Emerging Brands in Surf: How Does the Industry Support our Next Volcom?
• Utilizing the Full Capabilities of POS Software Technology
• Where has the Surfer Girl Gone?: Strategies to Combat Forever 21 and H&M

The full-day event will run from 8:00 a.m. to 5:00 p.m. and, in addition to the keynote address and seminars, features a group breakfast and lunch, as well as valuable networking time.

Registration for Industry Boot Camp is now open and the deadline to register is October 17, 2011. Register online by visiting www.regonline.com/industrybootcamp. Pricing is $250 for SIMA members, $150 for BRA members and $400 for non-SIMA and non-BRA members. Space is limited and on a first-come first-served basis, with first priority given to SIMA and BRA members. There will be no refunds after October 17, 2011. For questions please contact Kelly Keenan, SIMA Events and Communications Coordinator, at Kelly@sima.com or 949.366.1164 x 3, or Vicki Vasil, BRA Events and Communications Manager, at Vicki@boardretailers.org or 910.509.0109 x 1005.

In its fourth year, SIMA Boot Camps are educational and intimate seminars that aim to provide valuable businesstips and tools to help SIMA member companies improve a variety of daily business operations. The Boot Camp seminar topics change from Boot Camp to Boot Camp with the goal of reaching a variety of employees and departments within SIMA member companies. The last Boot Camp in 2011 will be Retail Relations and Marketing Boot Camp on November 15 at the Ocean Institute in Dana Point, Calif. Visit www.sima.com for more information and registration materials as they become available.

ABOUT SIMA
The Surf Industry Manufacturers Association (SIMA) is the official working trade association of more than 300 surf industry suppliers. Founded in 1989, SIMA is a non-profit organization that serves to promote awareness of the surf industry and participation in the sport of surfing through public relations efforts and a variety of services, educational programs and research. In addition, SIMA actively supports oceanic environmental efforts through its 501(c)(3) charitable environmental foundation, the SIMA Environmental Fund. In the past 22 years, SIMA’s Environmental Fund has raised more than $5.8 million for environmental groups seeking to protect the world’s oceans, beaches and waves. The SIMA Humanitarian Fund, also a 501(c)(3) charitable foundation, was established in 2006 to award grants to various surf or boardsport related social and humanitarian non-profit organizations whose efforts are focused on improving the quality of life, health and/or welfare of people. For more information on SIMA, please visit www.sima.com. Follow us at Twitter.com/SIMA_SURF.

ABOUT BRA
The Board Retailers Association (BRA) is a non-profit trade association representing over 600 action sport retailers across the country. The association serves as the preeminent voice for independent retailers on a grassroots level with manufacturers, trade show representatives, and other associations. BRA also works to provide educational resources and exclusive discounts and savings from vendors on the day-to-day costs of business. For a complete explanation and description of Retail or Associate Member benefits, visit www.boardretailers.org.
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For press inquiries, contact:
Mandy Lausché, SIMA Communications Manager
949.366.1164 x 7, mandy@sima.com
Vicki Vasil, BRA Communications & Events Manager
910.509.0109 x 1005, vicki@boardretailers.org