Starting with my first visit to Southern California in 2009, I’ve been making “soundtracks” that creatively document my trips using music. I choose songs that reflect key moments during the trip, and place them chronologically.

My last trip to California — my “prequel” trip to actually moving to Orange County — is recorded in Cali #4: Far From Home. With this album, I took a new approach and, in addition to the tracks, provided commentary as well as an interview with Peterson Toscano. Included in the playlist below is a sample of the album. I completed this album on Day 28 of my #countdowntocali.

Every time I go to California, it’s always more than I expect. It’s not just a trip on business or a trip to find a job, but I feel rejuvinated and alive, living in the sunshine and the light. I think it’s that spirt working on me. We don’t understand everything, but in time, it’ll all be worked out. We’re moving farther along. Josh Garrels does an incredible job articulating this in his song Farther Along.

Additionally, I explore the topic of gender and sexuality as it relates to the Bible and the Christian faith, specifically the recognition of the LGBTQ community. The church has this idea of “the other” being outside of the church. But with LGBTQ, they “spring up among us,” says Peterson Toscano. He says, “The other is among us. It’s not somebody who is coming in, but is from within.” He continues, “If people can just be open and talk, and not react out of fear and ignorance and judgement, then we can build a stronger church with healthier lives.” Peterson makes some very valid points, and it is something we should all consider when approaching friends and family in this community.

Special thanks to all the artists who contributed to this collection. All songs are not my own, and you must obey all copyright laws. Artists featured: Dirty Gold, Calvin Harris, Katy Perry, Swedish House Mafia, Afrojack, Derek Webb, Josh Garrels and Cher.

It’s kind of cliché. I mean, after all, isn’t that why people first headed West back in the 1800s? New beginning. Unexplored frontiers. Opportunity. Gold. Hence, the “Golden State.” Well, I suppose my reasoning isn’t so different either. I moved west looking for that next adventure, for exploring unchartered territory within my own life, to seize new opportunities.

I didn’t just move out because I had an internship two summers ago and I thought the weather was nice. Or the surf was great. Or that it’s… well, California. But I moved out here because it’s what I wanted to do. I had a goal. I wanted to move 2500 miles away to the other coast of our country, take a risk and live the dream.

As part of “living my California dream,” I’m pursuing modeling too. Here’s a shot I recently had, and next weekend I’ll be in a hair fashion show for a new men’s product Paul Mitchell is releasing. My first runway experience. A few more photos from this shoot in the gallery:

[Show as slideshow]

After I graduated in May, I couldn’t sit still. I often felt stuck, but this feeling only further motivated me to move to the next level. It gave me free time to think: where am I and where do I want to be? I attended every public relations event happening in the Orlando area, including the Media Roundtable sponsored by FPRA and the Orlando chapter of PRSA. As much as I despise the actual word networking – I think it sounds very superficial and self-centered — the actual concept of networking is incredibly powerful. I had already decided I would move to Southern California, but it’s always beneficial to attend networking events (…ugh, that word). I also read plenty of articles, including top reads in public relations from LinkedIn, and kept in communications with professionals I had met while in school. This kept me current in the field, and made sure I was aware of progressing trends.

Networking at The Elite OC's October Schmoozer

Even now, after I’ve made the move to Orange County, California, I’m staying very busy. I joined the Orange County chapter of PRSA. But of course that’s not enough. I went to a Young Professionals meeting, and also plan on serving on the PROTOS committee. I volunteer at any PR-related event, and am also going to volunteer for a Surfrider beach cleanup this weekend at Bolsa Chica State Park. I went to The Elite OC mixer in Corona del Mar, and continue networking, even if it’s at the gas station or my local Trader Joe’s. I’m building community. I also take the opportunity to interview with agencies or companies I think may be a good fit. It’s all about building and nurturing relationships, and finding where I belong. It’s not a job. It’s staying active, and working into a fulfilling position. Naturally.

When I’m not doing any of these things (or updating my blog or website), I’m working two jobs: Front Desk Associate at Equinox Newport Beach and Sales Associate at Quiksilver. Oh, did I mention I’m also starting to pick up modeling on the side?

It’s a busy time. It’s how I keep my mind active, and keep myself progressing toward the next step, one goal at a time.

PS — Have plenty of fun too! Surf. Ride a bike. Karaoke. Or take a spinning class at Equinox.

Modeling for LA Shoot This! Starline Tours, Rodeo Drive. © 2011 Michael Kelly / http://facebook.com/michaelkellyphotography

By taking small steps every day, it’s incredible what can happen when you have a dream and turn that into a reality. I started with a goal, and made it my mission every day to do something that would bring me one step closer to that dream. After a trip to California in July, I was back home in Orlando and went to my bathroom. I wrote “35 Days” on the mirror. With that began my countdown, my personal deadline to be in California.

By the end of the month, I had done it. After an incredibly exciting and adventure-filled road trip with my mom, I moved into my new home in Costa Mesa during the last week of September. I have transitioned my PRSSA membership to an Associate Membership with PRSA, and am an official member of the Orange County chapter. I started working as a Front Desk Associate at Equinox Fitness Center in Newport Beach, and will begin working at Quiksilver’s headquarters in Huntington Beach by the end of this month.

I have had the great pleasure of meeting area professionals, and all have been extremely helpful and supportive. Cassie Piasecki had some great entrepreneurial advice, as well as some basic living tips, like finding a new dentist. Teri Sawyer launched my OC network even further by introducing me to key contacts. I couldn’t be happier with my move. Costa Mesa is a beautiful place to live: public relations opportunities are endless, the weather is great, the surf is consistent and I’m central to both LA and San Diego.

It’s an intense, almost overwhelming feeling as I look forward to the future. I feel as if my life is being launched into the next level; I’m taking the next steps to a greater realization of being, and the potential is infinite. It is a very, very exciting time.

In regards to public relations, Vasil views this as just one part of an overall marketing strategy, working hand-in-hand with advertising. It’s a two-part system, and each reaches the customer via two different vehicles. She adds, “one substantiates the other.” Both are incredibly important to have as part of a campaign.

I also value what Vasil says about the need of PR in a time of crisis, or a specific occurrence. PR, as it should, provides one unified voice directly from the organization itself. It offers a “stripped down” voice that the publics trust. However, advertising is also important — especially within action sports — as it showcases the brand or product story, visually distinguishing it from its competition. With today’s youth market, the visual element is key, as well as a product that has a story with value. As the designer behind Quiksilver’s junior line, John Moore stresses the importance of a compelling product story. Advertising drives the product story, and Vasil validated this statement.

Also, I’ve heard Generation Y Author, Columnist and Mentor Heather Huhman say this several times: social media should be in the hands of the public relations practitioners. We have the skills and, ultimately, the communication mindset of building engaging relationships. And Vasil, too, adds that this is another integral part of today’s marketing mix: “The most important things for companies in implementing social media are knowing how and when to say something, saying it with a consistent brand voice, and choosing the right social networks for their brand.”

I also asked Vasil for examples of companies in action sports that she thinks do social media right. Several were mentioned, but I’m only going to include Sanuk here for sake of time. I had the privilege of meeting Sanuk Social Media Manger Rachel Gross at a Board Retailers course and couldn’t agree more: Sanuk just kills it with social media, showcasing a deep, comprehensive branding and quirky personality. From its award-winning website down to its Twitter and press releases, Sanuk does social media right: consistent messaging across the board.

Finally, with Nielsen Sports Group’s recent termination of ASR, I needed to ask Vasil her thoughts, especially having worked for Surf Expo, which was recently honored in Trade Show Executive magazine’s Gold 100 List. “The action sports industry has been undergoing profound change over the past several years,” reports Andy Tompkins, VP Nielsen Sports Group. “Recent consolidation among major brands and even meaningful changes in the retail environment has significantly altered the landscape.” There is clearly a need for progressive change in the industry, and we need a place for retailers and manufacturers to get together. As Vasil says, “trade shows are a gathering place. It’s one of the few times a year a retailer who isn’t located in the brands’ backyard gets to see his manufacturers.”

ASR wasn’t meeting the needs, and its termination provides an opportunity for something new. Vasil says that the answer of “what’s next” is something a lot of people wish they knew the answer to, but we can all agree that the industry can now start from scratch. She adds: “The individual sports associations like SIMA (Surf Industry Manufacturers Association) and IASC (International Association of Skateboarding Companies) as well as Board Retailers Association (BRA) are doing a lot of research to see what their brands and retailers prefer. Everyone is excited to see what comes out of all the research and development.”

Thanks to Vicki for providing her insight on public relations, as well as the action sports industry. In the end, it all comes down to building and maintaining the industry we love. The trade show — a “gathering place” for retailers and manufacturers to come together — is a crucial event for our industry. Not only are we able to see the big picture — products against the backdrop of the overall brand story — we nurture momentum for the industry, a “pep rally” of sorts, as Vasil described it. And by staying unique to our roots, to our brand stories, the industry will remain authentic and strong in the coming years. Whiling looking to our tribal leaders, such as Quiksilver and Billabong, we also look to — and nurture — the breakout brands. These emerging companies drive the evolution of action sports fashion. And, after all, progression is what we’re all about: the next great wave is ahead and we’re stoked to ride it.

CLICK HERE TO READ THE FULL INTERVIEW WITH VICKI VASIL.

I am a very media-driven person. I embrace creativity and design, and am often obsessed with the relationship between music and culture: both its reflection on society and the impact it has on changing society. One song that came to mind: Prince’s Controversy (1981). Thirty years later, these same lyrics drive controversy and societal issues of our time.

Am I black or white? am I straight or gay? — controversy
Do I believe in god? do I believe in me? — controversy
I can’t understand human curiosity — controversy

Wild Goose was not a summer church camp. It was not a bible study with praise and worship. It was, however, fellowship. As I believe the Christian faith is all about, it created a safe place, an inviting place for all to come, for all to feel welcome and discuss the issues that we’re dealing with today. It was a place of love and of belonging, allowing all to come, and to simply engage in conversation.

There is no way I will be able to cover every topic discussed at the festival. I will touch on today’s controversial societal issue of gender and sexuality, the topic that intrigued me the most, and one that is at a very critical state in our culture. New York State just became the sixth state to legalize gay marriage, and it’s the most populous state to do so thus far. This is not a matter to be ignored. It is about family and legal equality, no matter the beliefs or decisions of our fellow Americans. We should love and respect all, never judging others; the Bible says, “Do not judge, or you too will be judged. For in the same way you judge others, you will be judged, and with the measure you use, it will be measured to you (Matthew 7:1-2, NIV).” There are, indeed, countless verses being thrown back and forth on both sides of this argument, but I believe we are to lead lives of love, following the path of Jesus. He loves all, and invites all into his open arms: all who have been persecuted and belittled as “sub-class” citizens are welcome in his arms.

That being said, Wild Goose was a place of conversation. I had the privilege to meet several in the LGBTQ community, and hear very personal stories. It was a place where I could share my story, and where I could engage in dialogue with others. I have made several incredible relationships, and am confident in the spirituality and love of Jesus Christ that many in this community hold. I met Peterson Toscano and his partner Glen Retief. Toscano describes himself : “Quirky Queer Quaker.” He is the creator of Doin’ Time in the Homo No Mo Halfway House & Transfigurations, a play about transgender Bible characters. After hearing Toscano’s story — he had spent 17 years submitting to reparative therapy through counseling, ex-gay support groups, and even three exorcisms — I saw no way anyone could deny this man or any other the love of Jesus Christ.

There is much, much more I could go into, but I will close with this comment. Every individual, no matter his religious belief, has the free will to make decisions for himself. Absolutely no one should condemn or judge others. It is between that man and the divine being in whom he believes (if that be the case). As loving human beings, it is our duty to love, value and respect all. I believe that this is the message Jesus would have for us today, not one of condemnation and warfare against the LGBTQ community.

As Phyllis Tickle said, this is the next great issue we must overcome. God seems to have a way of coming in every 500 years and guiding the progression of the Church. We are at a time of great change and spiritual growth and, just as we have (in progressive order) changed our views on slavery, women’s rights and divorce within church leaders, we now face LGBTQ rights. This festival opened my eyes to the stories of others and the intense need for those in the Church to love and respect all people. I ask for all to challenge themselves to see not through their own eyes, but instead through heaven’s eyes. Look to love: embrace love and live in love. In the lyrics of Brandon Heath, it is my prayer to God: Give me your eyes so I can see / Everything that I keep missing / Give me your love for humanity.

My mom, dad and I decided to take the 2-hour drive down from Orlando to check out this event. We went to Burrito Boarder for lunch, and then decided to walk over to the event. I wasn’t sure how crowded it would be, and how readily available the parking would be around the shop. We started walking, and looked to the park at our right: there were several large piles covered in plastic. What was this? We soon realized that groups of homeless people were huddled together, covering themselves in bags to stay warm in the chilly winter weather.

We kept walking; it was an eerie scene. The sun was masked by the looming gray clouds, and the fierce wind forced us to bundle up in beanies and gloves and extra jackets. Being a Sunday, the city appeared almost deserted — except for the homeless people that lined this side of the street. We continued our journey along the park. We made it past the park, and my mom asked, “How much farther?” I told her we were halfway. My dad decided to go back and get the car, and he would meet us at 66 Fixed. So he crossed the street and walked back to get the car.

What seemed like miles, we finally made it to 66 Fixed. On the shop door, a sign directed us to the “Swap Meet Around Back.” I led the way to the back and we followed another sign and went back into this old abandoned shop. Like the event flyers had said, there was a potluck — cupcakes and casseroles — and a few people lined the walls of the old shop.

Not to be stereotypical or judgmental in any way, but there were several “hipsters” here. Beyond the fact it was a fixed-gear bike event, we saw the usual skinny jeans, guys with scarves, large square glasses, v-neck tees, and mixed-matched thrift store clothes. But wait, where was the PBR? Oh! That must be what was on tap.

So you might call me somewhat of a hipster. I like eclectic music, aesthetic design and the simplicity of fixed-gear bikes — especially that I can customize the parts to be lime green! Oh, I guess my v-neck tees too. Nevertheless, I don’t like putting labels on anyone. Everyone is a unique individual and I respect their choices. It’s still fun to get a good laugh though, like this overly-done hipster cartoon.

Anyway, what I really noticed about this event: the sense of community organized by the 66 Fixed bike shop. Michael, the owner, really cared about this community. It wasn’t just a bike shop. When I went to his shops a few weeks prior, he was open about helping me find the right bike, not adamant on convincing me to buy one of his bikes. He let me test ride a few bikes, and said that he would put them on sale after Thanksgiving. He signed me up for a Florida fixed bike forum, and told me I could email him about any bikes I found and he’d help me pick the best option.

Even though I didn’t end up getting a bike out of this trip — and the weather was freezing — I observed the importance of a shop’s role in the community. It needs to reach beyond the “selling factor” and really engage with the community. Hosting events, being genuine and honest all drive the spirit and community within a given area; in this case, the fixed-gear bike community.

My mom standing outside 66 Fixed.

The girls category is extremely challenging. The lines need to be unique and speak to girls at every level of maturity. Ever notice that guys’ clothes really don’t change too much? But the girls: they have new styles, fits and fashion with every season. They change from childhood to tween to teenager to twenty-something to yuppie and on and on. Quiksilver has its Roxy line for the younger girls, as well as a newly-established Women’s collection.

Now they’re making a stab at the junior’s line. How do you think they’ll compete with fast-fashion retailers like Forever XXI and H&M? Well, the only way they’ll be able to stand out is by telling a story. They must create a valuable experience that goes beyond simply a blouse or a pair of shorts.

John Moore, the designer behind Quiksilver’s new juniors line, says: “We are not chasing trend, we are building our design aesthetic around Quiksilver’s 40 year heritage. There are so many amazing stories to tell and we are honored to be able to translate this authentic Quiksilver inspiration into compelling product stories season after season.”

CLICK FOR THE FULLY STORY ON TRANSWORLD. What do you think?

John Moore, the designer behind Quiksilver's new juniors line. Photo courtesy of Transworld Business.

I emphasized that team work isn’t just something they do in class. Working in groups and launching collaborative efforts is what drives the market, and what companies must focus on in order to actively engage customers and have a transparent, engaging presence with consumers. The idea of “networking” is something that extends far beyond “talking at fourth period lunch,” but even this simple concept is the basis for what leads to the collab efforts between corporations: from Nike and Apple to Quiksilver and The Standard.

I can’t stand presentations where the presenter just talks and talks and talks. I’m not going to do that. We had a small group exercise, and then watched a couple of videos and left the floor open for Q&A. That’s the best kind of presentation for this topic: interactive and relaxed. Below is one video I showed. It illustrates how I myself have worked in a group setting. Six of us — all with different majors — had to come together, find our strengths and weaknesses, and assign tasks to bring together a full, one-hour presentation on effective communication for our Business Management class.

For 29 years the business model of ASR has led as the primary action sports trade show. Just recently, Nielsen canceled all future ASR trade shows and Action Sports Retailer has ceased operations. What does this mean for the industry? Times are changing, and this is a reflection that the true innovative spirt of action sports enthusiasts prevails. Coupled with strategic business-minded authority, this creates a golden opportunity for action sports. It’s a challenging business market and the current model needs to be reflected upon.

With tribal leaders like Quiksilver and Billabong dominating the market, there’s also an opportunity for young, forward-thinking brands. There is still a definite needs for these like-minded brands to come together, but the cancellation of ASR proves that a new time is coming for this industry.

An active participant of the Board Retailers Association (BRA) Survival Courses, I was very interested to read what BRA President Mike Duncan had to stay on ASR’s cancellation. Check out the interview on Transworld.

My last trip to ASR. Bringing together many like-minded brands in the epicenter of action sports, ASR has been cancelled indefinitely. However, this creates a golden opportunity for manufacturers and retailers.