The Ultimate Consumer Experience

“The surf market is one of the most creative and innovative industries in the world,” said Surf Industry Members Association (SIMA) President Paul Naude. “We’re thrilled to bring all these incredible brands and amazing products to the beach where consumers can experience them firsthand. Once someone catches the wave and surf stoke, they’re a surfer and surf product buyer for life. We’re looking to grow the market with this unique consumer-facing experience in a way that’s never been done before.”


What is SURFscape?

SURFscape will feature more than 100 leading surf brands on the beach in an invigorating outdoor, open-space experience. The pristine beachside expo will attract more than 10,000 passionate consumers to interact with these amazing brands and experience hands-on gear testing. In addition to learning more about surf products, SURFscape will feature something for almost everyone – including surfboard and wetsuit demos, van life exhibits, health and wellness experiences, a surfboard shapers village, art gallery, advocacy oasis, a storyteller’s stage, food trucks, and much more.

What type of activities will available to consumers?

SURFscape is a consumer-first experiential event. From surfboard and wetsuit demos to an art exhibit, storytellers stage, music, food and more. Exhibitors are encouraged to showcase their brand values and immerse consumers into your product or services that will enhance their surf and outdoor lifestyle.

Where will SURFscape take place?

SURFscape will take place in Huntington Beach. Just a few blocks south of the iconic Huntington Beach pier directly across from The Waterfront Hilton and the Hyatt. Take a look HERE.

Who should attend SURFscape?

SURFscape will take place along the coastline of Huntington Beach, making it the perfect place for consumers, members of the media, bloggers, and influencers to put the latest gear to the test in the surf, on the beach, and coastal trails of one the most vibrant regions of the California coast.

How do I exhibit at SURFscape?

Just scroll below to view the event deck or reach out to us here and someone will get back to you.

SIMA’s Orgins

SIMA (originally called the Surf Industry Manufacturers Association) was formed in 1989 at the Surf Expo trade show in Florida, when 150 industry individuals came together to try to sort out a series of industry related issues, particularly setting up a trade show schedule to coordinate between the Surf Expo show on the East Coast and Action Sports Retailer show on the West Coast.

At that time, the innovative surf apparel brands such as Ocean Pacific (Op), Gotcha, Quiksilver, and others were captivating the fashion world with their uniquely coastal inspired sportswear.

The non-surfing masses were buying into the look, helping fuel the growth of those companies and the overall surf industry.

Quiksilver CEO Bob McKnight and Gotcha CEO Michael Tomson became SIMA’s first president and vice president respectively and started us down the path to where we are today.