Love on the Rocks: CA and the U.S. Surf Industry
Dear U.S. SURF Industry (SIMA Members, Grind Media, ASP NA, New Media, Shapers, Pros, Joes, Rebels and Start-ups):
Greetings from sunny Florida!
I hope this letter finds you well and that you have been enjoying some bountiful surf. We’re not complaining over here. Seems like there have been great waves all year. And hurricane season– well, you got a little taste of it in NY. (I hope you enjoyed your trip east and found your way around the city). We scored much more of the same down here (Bret, Irene, Katia, Lee, Maria, etc.,), only without wetsuits. The water temps have retreated into the mid-60s lately, though. I guess all good things have to come to an end sometime– which brings me to the reason I’m writing.
I know we don’t see each other a lot, but we’ve been friends for a long time. And I care about you. Everyone here in Florida does. But there’s something important that I need to tell you. It’s not easy and I hate to have to be the one to do it, but I just think you need to know.
You see, California– she doesn’t love you any more.
But you– the surf industry? Sorry man, afraid not.
Trust me, I’m on the websites and message boards. She’s been talking about you behind your back, dude. Nasty stuff. I’m hearing words like “incestuous”, “soulless”, “hose”, “monumental screw-up”, “sickly” “polluted”, “dangerous”, “evil” and “lame”… She’s over you.
But, here’s the deal: While you’re not a kid any longer, you’re still plenty young; not too old to bust a move and make a transition in your life. So what I’d like to suggest is for you to consider relocating to Florida. Yeah man, throw your gear in a bag and come on over! You don’t have to take all of Cali’s sh#%! Granted, she’s beautiful– but you have spoiled her rotten. And there’s plenty of eye-candy here. We can set you up big time. And you know, I think you’d really love it.
Most importantly, you’d have someone who loves you back.
Yeah, I know– global economic focus is shifting to Asia, and you’re a little closer where you’re at. But Florida is also a global hub for business with large modern and growing ports and airports. Consider: Once Europe finishes imploding and the US does the same, then who’s left holding the debt bag? That’s right- China! And once they are forced to restructure and we all hit the “reset” button, then where do you think the money will head? Yep, right back to the good ol’ USA– safest bet on the planet! China won’t be such a big deal, then.
Besides, even if things don’t go down exactly like that, consider: Do we (can I take the liberty of saying, “we”, because I’d really like for you to start thinking of us as your new “partners” here?) Do we really want to be in bed with China? I’m telling you– this is one of the problems that Cali says she has with you. You know… human rights issues. It’s serious stuff. And none of us want to ignore it.
Let me introduce you to Latin America…
I know you’ve always loved Mexico… We do, too! And hey, the Brazos- they’re NUTS about you! Man, with surfers like Adriano, Alejo, Jadsen, Heitor, Miguel and what’s the other new guy’s name?… Oh yeah– Medina! With those guys coming on like a 9.0 California earthquake, do you think there might be a growing market for you there? Those guys are our “neighbors”! Oh, and don’t forget about Puerto Rico… and Cuba! Cuba’s coming– just a little more time… you’ll see.
Oh, and how about this idea? Instead of sourcing to countries that want to kick our ass and rob us blind, how about getting your apparel manufacturers together and we can all help establish a sustainable new economy in Haiti? Seriously. Your Gen Y customers want you to do better. We all do.