What if pro surfing were actually dead? Would surfing really be better off? Photo: ASP
As for the exportation (exploitation?) of surfing in China– as some have noted, Kelly’s wavepool seems the perfect match. We can’t afford it. China can. And while I know better than to bet against Kelly getting his pool built somewhere, I have to confess that even the one he describes would not be that interesting to me. I should clarify that it sounds like it would be great fun to ride, just not interesting in terms of watching contests. Mechanical waves. Talk about “soul-less.” I strongly believe that the unpredictability and varying conditions of Mother Nature is a vital characteristic of what makes the current ASP world tour events so compelling and that wave selection is an integral part of a surfer’s skill set. That’s why I believe thinking about future contests in terms of wavepools will always be lacking (which is not to say that it won’t be successful, or shouldn’t be). And so we circle back to pro-surfing’s numerous core challenges. Surf in a wave pool and you increase accessibility; likely improve judging; provide viable platforms for Olympic inclusion and more affordable network broadcasts; paving the way for broader audiences and increased advertising revenue.
But you neuter its soul…
At least, in my own opinion.
Which brings us back to choice.
CHOICE is always good.
Always…
So, for those of us who appreciate the ASP and pro surfing as it exists currently – what can be done to make it even better?
I think you begin solving problems of these kinds with no-holds barred idea-fests– where no idea is a bad idea. I’ll start with a couple of softballs:
Yes, drug test the athletes. Build credibility and acceptability. The death of one of the sports icons not far removed from his prime, makes this a no-brainer.
Stop giving the cold shoulder to non-traditional brands like Nike. If they can bring more people (and money) to the party, then by God, welcome them in! If Quik, Billabong, Rip Curl and Red Bull can’t fund MAJOR NETWORK BROADCASTS by themselves, then find corporations that can. The way action sports continues to grow, certainly most major brands even remotely trying to target youth have, or are creating divisions exclusively for it. And what kind of elitists are we to say who is, or isn’t cool enough to surf?
ASP: Take control of your media rights and get the events on MAJOR NETWORK TELEVISION. The ASP’s new media offerings are uneven (per event sponsor), but improving rapidily. The heat analyzers are brilliant. And certainly, distribution via the web has massive reach potential. However, online media, despite its propensity for complete, accurate measurement isn’t highly valued (everything on the web should be “free”, remember?)- not like network television broadcasts which ultimately bankroll organizations like the NFL, NBA, PGA, MLB, etc. And contrary to popular belief, kids are not abandoning TV for new media. They watch TV more than ever, up to 3.5 hours per day. Perhaps, when our televisions and our computers finally become one (Apple and Google may argue this has already happened, but many problems still exist), then the ASP will be in a great position to leverage it further. But network television has, and will continue to be king.
How to sell the major networks given the production expense, unpredictability of conditions and no assurances that anyone further than 50 miles from any coastline will care? How about simply identifying a world-class salesperson and media rights negotiator and incentivizing them with a minimum threshold and unsparing commission structure. I mean come on– Are you telling me that you couldn’t show anyone -and I mean anyone- the slabs that I saw during Chopes this year on an off day, and dare them to not be compelled? Can you imagine watching that contest on a 50″ HDTV? Live? Heck, even if it wasn’t live! And you don’t need to show the whole contest- just highlights and the finals. Even a fully pre-produced, creatively edited special, set to popular music. Then, jack the prices up and sell that #$%!. And if Quik / Billa / Rip Curl can’t afford it, don’t assume that just because they won’t swallow it, that no-one else will. Go over their heads. Bring in Ford, McDonald’s, Apple and Target. Better yet– get all of them. And if you can’t sell events like Brazil, then can those and replace them with Mavericks. Or more Hawaii. Or Shipsterns! (How insane would that be?!) The ASP generally seems to have done a terrific job with pulling together a dream tour. They just haven’t done a good job of selling their dream.
Other thoughts:
Perhaps the ASP should invest in establishing its own network or production company.
If it can’t afford to regain control of all events immediately, take a stepping stone approach and begin taking back control of one event at a time, starting with the most compelling.
Finally, for the ASP and every corporate sponsor it is connected with: GIVE BACK. You want to connect with today’s disenfranchised youth (and all the rest of us)? Show them you care by making it a point to DO GOOD in the all the areas of the world where you play. There is a fundamental cultural shift underway in reaction to a world that has been broken by greed run amuk. That doesn’t mean that capitalism is bad, that all corporations are sinister or that the ASP sucks. Only that the entire world could use a little more selflessness. Corporations have it in their power to affect serious change in the world, while inspiring an army of brand loyalists. Critical is approaching charity earnestly and creatively and in a way careful not to suggest self-appointed elites pushing Marxism as “progressive”. When you approach anything in life with this mindset, you will always enjoy success. Eastern religions call it “Karma”. Abrahamic religions (Christianity, Judaism) call it “God’s Will” or “Cause and Effect”. Bob Marley simply said, “What goes ’round, comes ’round.”
I’d like to see the ASP and competitive pro surfing come ’round.
I’m a FAN, and I’d like to continue to have that CHOICE.
