The annual Surf Industry Manufacturers Association gathering in Mexico isn’t your typical trade group conference.
There’s plenty of free time for surfing and hanging out by the pool. Gulps of tequila are a tradition for both presenters and winners of the SIMA Image awards. Swear words sometimes slip out during presentations.
This year’s show, held May 14 to 17 at the Sheraton Hacienda Del Mar Resort & Spa in Los Cabos, was no exception.
“Not many (conferences) I go to have Red Bull on tap and the ocean right there,” said Kevin Carroll, an author and writer for ESPN.com.
Aliso Viejo-based SIMA tailors the event to a niche industry where leaders still are passionate surfers, said Dick Baker, the
trade group’s chairman emeritus.
SIMA includes makers of surfboards, wetsuits and clothing inspired by surfing. Orange County clothing companies dominate the group.
The conference’s seminars and speaker presentations are compressed into the afternoons and are well attended.
This year, speakers ranged from Zappos.com Inc. Chief Executive Tony Hsieh to consultant Sir Ken Robinson, who spoke about creativity challenges facing businesses in the global economy.
“The (executives) go down there and there’s great surf,” Baker said. “To lock them up from 8 a.m. to 5 p.m. in conferences isn’t going to happen.”
This year, 320 people attended the event, representing about 113 companies.
In 2007, 340 people made the trip. SIMA expected the decline due to a price increase for an upgraded hotel and food and the tough
economy.
The Future Is Now
Bob Hurley, chairman of Nike Inc.’s Hurley International in Costa Mesa, gave the keynote address this year. Hurley said after his speech that now is the time for the industry to think about the future.
He talked how the Internet and the connectivity of young people are changing the world, the growth of Hollister Co.,a surf-inspired chain with 457 stores owned by Abercrombie & Fitch Co.,and the changing retail landscape.
“Everybody wants what we have,” Hurley said. “If we are not careful, they will do it without us.”
Hurley and other executives held the first ever CEO Summit at the conference.
Longer-term strategy issues facing the industry were discussed, including tradeshow dates, competition from companies outside the industry, environmental sustainability initiatives and the importance of independent surf and skate shops, said Bob McKnight, chief executive of Quiksilver Inc. in Huntington Beach.
The meeting “was interesting, informational and colorful,” McKnight said.
Way To Bond
Kelly Gibson, chief executive of Rip Curl USA in Costa Mesa, brought the president of Rip Curl’s European division, Olivier Cantet, to the conference.
“It was great to spend time with Olivier outside the office and to get to know one another better,” Gibson said. “It was also great to have him see the U.S. surf industry from this perspective.”
Bonding with em-ployees outside of the office and catching up with industry peers is important, said Richard Woolcott, chief executive of Volcom Inc. in Costa Mesa, who sent 18 employees to the conference.
Living The Lifestyle
Woolcott also paid close attention during the speaker presentations.
“The biggest message I took away was that we as an industry are very lucky to be doing what we do,” Woolcott said. “We have built a business around a lifestyle and the sports that we are passionate about.”
So passionate that many top executives were up at dawn, loading their cars to go surfing.
“To stay authentic, you have to live the lifestyle,” said Toby Bost, chief executive of Irvine-based La Jolla Group, maker of O’Neill, Lost, Metal Mulisha and Rusty clothes. “Besides the water is warm, we get to test our newest boardshorts and surf all the top secret Cabo spots.”
