Would you plan a surf trip to Rio in May? Photo: ASP/Kirstin
“Plan the tour like you would plan a surf trip.”
That one simple statement is the foundation of how I think the current tour needs to change.
Like many of you, I love watching elite international surfers convene. I’ve always studied state of the art progression and the ASP tour was a convenient way to examine developing technique and design.
But the tour was (is) failing that primary interest of mine. The independent streak that resonated within surfers of my youth has been completely anesthetized by an industry bent on brand indoctrination and at the expense of actual surfing. Contests highlight that inherent conflict as they so often are conducted in poor conditions on well-attended Sundays.
But they don’t have to.
The NFL sells sponsorships, but it isn’t submissive to those sponsors. Once you allow investments to dictate the product, your entire foundation is compromised. The ASP needs to do what is right by the surfing and the money will follow, however begrudgingly. The ASP has to re-establish its sovereignty.
The next step into independence is to hire and train a consistent podcast production. I could write a book about the production failures that occur EVERY contest, no matter what corporation is in charge that week. The ASP needs to develop its own brand that would include its own narrative in the announcing booth. Sure, allow the Luke Egans to sit in occasionally, but all the broadcasts need to have an independent, ASP continuity.
Assuming the ASP can create its own brand and present the contests with their signature continuity, the next biggest issue is the schedule. Who in their right mind would schedule a nearly 3-month break during the southern hemisphere fall and winter? Not only do you squander the best swell windows and weather of the global year, you also lose any momentum the tour has generated through Bells. By the time we know that J-Bay is going to be a disappointment, many of us have lost interest. And back loading the tour schedule to focus on the northern hemisphere fall is riskier than buying derivatives from Wall Street.
Really, it’s an exercise in ill logic.
The new incarnation of the tour now is predicated by beach presence. There is no other way to rationalize NY, Rio, Peniche, or SF. As surfers, this seems like a huge gamble, but pro surfing is now brazenly in the control of clothing merchants who view population centers over quality waves.
Imagine that, a sport that accepts poor sporting conditions for peripheral carnivals? Yes, it’s true of this submissive ASP.
But we all know this too well. The industry insulates itself from scrutiny to control the narrative and maximize revenue streams. People like myself who bring up the inherent compromises in such a conflicted ambition are marginalized and gagged by traditional medium. If not for the development of online intellectual freedom, the surf industry would still control the narrative. Now the fans have a public voice, and this is mine.
Pare the tour down to an elite 16 and concentrate on world-class venues. The contest should be able to run to completion within two days. How many great contests end in garbage conditions?
Next, plan the schedule with month long waiting periods with competitors on call depending on swell information. With shorter running times and fewer surfers, this is a win/win. The locals aren’t forced to give away two weeks worth of their home break and the pro’s compete in legit surf. It’s not asking too much of the pro’s to be within striking distance of Snapper when an insane swell is brewing.
This concept is not without precedence. The Billabong Challenge in the Mentawais was the template that needs to be revisited and the infrastructure necessary was just a few boats. That concept was brilliant and brought the best out of the surfers.
The new tour direction must feature in-season Indo, Tahiti, Fiji, Mainland Mexico, Australia and Pipe. Formula One Racing doesn’t ask its elite to circle the 7/11 parking lot and the CT should never be a corpo dog and pony show in Rio.
The QS should assume the corporate carnivals, music festivals and X game exhibition ambitions. With current ASP rules requiring the big boys to show for two such events annually, talent legitimacy will always be maintained. Huntington is a great QS venue and the template for the New Yorks and Rios of the world. Everyone gets what they want and the sport achieves a balance between relevancy and promotion.
If the best surfing is the goal, corporate interest would have no decision but to follow. It’s that simple. Plan the tour like a surf trip.
How many of you would plan a trip to Rio in May?
Kelly wouldn’t.
