– Early Bird Registration Discount Ends TODAY, Wednesday, October 20 –

ALISO VIEJO, CALIF. & WRIGHTSVILLE BEACH, N.C. (October 20, 2010) – The Surf Industry Manufacturers Association (SIMA) and the Board Retailers Association (BRA) are proud to announce the seminar topics and speakers for Industry Boot Camp. For the second time in the SIMA Boot Camp series, SIMA will be joining forces with BRA to bring both manufacturers and retailers together for two days of educational seminars, speakers, candid discussions, and valuable networking time. The event will be held on November 8 – 9, 2010, at the Hyatt Regency Resort and Spa in Huntington Beach, Calif. All levels of employees from any department who would benefit from the panel discussions, seminars and industry networking time are highly encouraged to report for duty!

“In planning out speakers and seminar topics for our Industry Boot Camp summit, SIMA & BRA have endeavored to create a meaningful forum for education and inspiration,” says Doug Palladini, SIMA President and Vans’ VP of Marketing. “We want surf industry manufacturers and retailers to gain insight into current issues, as well as those of tomorrow and beyond, and to leave everyone better equipped to succeed in 2011.”

Each day will begin at 9:00 A.M. with an Opening Congress where retailers and manufacturers will gather together to hear from a keynote speaker. After the conclusion of the Opening Congress, attendees will have their choice of which three of the six seminars they would like to attend and participate in each of the two days. There will be two separate seminar rooms happening simultaneously and Boot Camp attendees will have the opportunity to hand pick which seminars would benefit their business the most.

“BRA and SIMA have come together again and expanded on last year’s Industry Boot Camp, to provide an expanded two-day program comprised of a wide-range of educational seminars and networking opportunities for both manufacturers and retailers,” said Duke Edukas, Co-Chair of the Board Retailers Association and Co-Owner of Surfside Sports. “Take advantage of this opportunity to learn from leading industry experts addressing a variety of subjects facing our businesses, from lessons in entrepreneurship to marketing and sales and product development.”

Day 1 Seminar Topics
Industry veteran and USC entrepreneurship professor Tommy Knapp will kick off day one of Industry Boot Camp by leading the Opening Congress. Knapp will talk about entrepreneurship in our industry, as well as the role of small business in surf and why emerging brands matter. After the conclusion of the Opening Congress, day one seminar topics will feature a "Sales and Product" track.

Information Systems, Supply Chain Technology and QR Codes
As the "on-demand generation," today's consumer has grown up on search engines, on-demand TV, on-demand music, on-demand movies and now on-demand brand information. This shift from traditional media demands for your business to adapt with new ways to continue to reach the action sports audience. This seminar will examine several companies' adaptive strategies – looking at both what worked and what did not, pinpointing exactly where wrong turns were made and what should have been done.
Presented by: Lee Sammartino / Co-founder and Managing Director, Ikonic Tonic

Sustainability in the Action Sports Industry: Benefits and Best Practices
Join the founding partners of the recently formed Sustainability Collective (an industry based advisory and resource organization) as they look at the current state of sustainable business in the action sports industry, offer practical – and realistic – tips on changes companies can make today, and where the industry can and should be in the near future. The session will include time for interactive feedback from attendees on what the industry's key needs are from this resource group.
Moderator: Evan Marks / Executive Director, The Ecology Center
Panelists: Derek Sabori / Director of Sustainability, Volcom; Jeff Wilson / VP of Sustainability Programs, Quiksilver; and Roian Atwood, Manager of Environmental Affairs, Sole Technology

Effective E-commerce Strategies
It's crucial to have a marketing plan for your e-commerce website that drives results. This seminar will expand on the necessity of a well-designed, innovative site, and how to properly market it through a hands-on approach of planning, analysis, and optimization. Learn the art of SEO and PPC tactics and how to expand your brand and increase your sales on the web.
Presented by: Mike Duncan / CEO, Sage Island Marketing Agency

Maximizing the Rep/Buyer Relationship
A panel discussion comprised of both national sales managers and buyers will investigate and identify traits that make a good sales rep, the expectations of reps, and how to nurture a positive relationship between manufacturers and retailers on the shop floor.

Collaborations: The Ins and Outs of Specialty Products
The industry's leading manufacturers will share their trials and triumphs of specialty product collaborations in a candid case study format.

Sourcing Trends and Challenges
Take an in-depth look into the newest trends in production including fabric, green materials, and technology.

Day 2 Seminar Topics
Kevin Lyman will kick off day two of Industry Boot Camp by leading the morning's Opening Congress. Lyman will take a look into the evolution of event marketing, connecting with today's youth consumers and the collaboration of the action sports market and music through the Vans Warped Tour. After 16 years on the road, the Vans Warped Tour continues to grow and prosper and Lyman will explain how it's different from many of the other tours that have come and gone. Following the Opening Congress, attendees will have a choice in six "Marketing" themed seminars.

Trademark, Copyright and the Internet: Navigating the Legal Issues
How do the laws of cyber space affect your brand? Become a step ahead by familiarizing yourself with intellectual property issues associated with the growth of Web 2.0. Learn how to use the Internet to build and protect your brand without violating the law.
Presented by: Perry J. Viscounty / Partner, Latham & Watkins LLC

Mobile Marketing & M-Commerce Trends
Learn how to grow your business by communicating with your audience through mobile marketing. As the evolution of integrated, multimedia wired and wireless networks and services continue to expand, be prepared for the rise of mobile marketing as a primary means of communication. Mobile Marketing allows businesses to create predictable sales goals by implementing proven marketing, advertising and promotional programs that actually "capture" the attention of their audience and entice them to take immediate action…all through mobile solutions.
Presented by: Hank Mondaca / Sales & Marketing Strategist, bizM3 Mobile Marketing

The Web 2.0 & Social Marketing
Blogs, Linked In, Facebook and Twitter – Just think if you could do market research, organize focus groups and build your customer base all without spending a dime? Thanks to social marketing tools, you can. Learn the best ways to use the latest social marketing tools to communicate and connect with customers, get instant feedback on ideas, listen to what’s being said about your brand and more. Businesses are acquiring loyal customers, gaining valuable insight and boosting their business by harnessing these tools.
Presented by: The Action Sports Collective

The Value of Print Advertising
In an ever-paperless world, find out why top brands are still utilizing effective print advertising strategies.

Event Marketing Rebirth
Take a look into modern event strategies from experts outside of the surf industry. Learn what goes into taking events to the next level while maximizing ROI.

How to Launch a Product
A panel of industry experts will share their successes and challenges on the introduction of new products in the surf industry. From the brand warehouse to the shop floor – hear from both manufacturers and retailers.

Registration for Industry Boot Camp is now open and the deadline to register is October 29, 2010. The Early Bird Registration discount ends October 20, 2010. Registration materials can be found at or Space is limited and on a first-come-first-served basis, with first priority given to SIMA & BRA members. There will be no refunds after October 29, 2010. For questions please contact Shannon Park, SIMA Event Manager, at [email protected] or Melissa Clary, BRA Executive Director, at [email protected]

In its third year, SIMA Boot Camps are educational and intimate seminars that aim to provide valuable business tips and tools to help SIMA member companies improve a variety of daily business operations. The Boot Camp seminar topics change from Boot Camp to Boot Camp with the goal of reaching a variety of employees and departments within SIMA member companies. Stay tuned for the upcoming 2011 Boot Camp schedule and registration materials at

The Surf Industry Manufacturers Association (SIMA) is the official working trade association of more than 300 surf industry suppliers. Founded in 1989, SIMA is a non-profit organization that serves to promote awareness of the surf industry and participation in the sport of surfing through public relations efforts and a variety of services, educational programs and research. In addition, SIMA actively supports oceanic environmental efforts through its 501(c)(3) charitable environmental foundation, the SIMA Environmental Fund. In the past 21 years, SIMA’s Environmental Fund has raised more than $5.4 million for environmental groups seeking to protect the world’s oceans, beaches and waves. The SIMA Humanitarian Fund, also a 501(c)(3) charitable foundation, was established in 2006 to award grants to various surf or boardsport related social and humanitarian non-profit organizations whose efforts are focused on improving the quality of life, health and/or welfare of people. For more information on SIMA, please visit Follow us at

The Board Retailers Association (BRA) is a non-profit trade association representing 550 action sport retailers in the surf, skate, snow, wake, kite and wind industry with almost 3,000 storefronts across the country. East and West Coast retailers formed the Board Retailers Association in February 2003. Under the direction of BRA's Chairman and Board of Directors, the association serves as the preeminent voice, for independent retailers on a grassroots level with manufacturers, trade show representatives, and other associations. The Board Retailers Association also works to provide educational resources and exclusive discounts and savings from vendors on the day-to-day costs of business. BRA Retail Members receive industry research and statistics, financial forms and worksheets, legal advice and sourcing solutions. Retail Members have exclusive access to archived retail articles, industry links, news sources and event planners. For a complete explanation and description of Retail Member benefits, visit

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CONTACT: Mandy Lausché Melissa Clary
949.366.1164 x7 910.509.0109 x1005
[email protected] [email protected]