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Orange County Supervisor and Vice Chair Katrina Foley shares how her team is leading efforts to protect our beaches, strengthen coastal infrastructure, and prepare for surfing’s global spotlight at the 2028 Olympics.

From sand replenishment and rail stabilization to new health facilities for surfers and major tourism investments in Dana Point Harbor, this session highlights how Orange County is building a future that supports both ocean health and economic growth.

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Discover how Save the Waves Coalition is redefining the value of surfing through groundbreaking research on the Santa Cruz Surf Economy. Supported by the Ocean Protection Council and partners like Black Surf Santa Cruz, this first-of-its-kind study reveals that surfing contributes $194.7 million annually to the local economy while facing growing threats from climate change and sea level rise. Learn how waves are not just for recreation—they’re vital economic, cultural, and environmental resources that deserve protection across California’s coastline.

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Industry veterans Mandy Fry (President, Z Supply) and Brad Blankinship (President, Sunday Red) sit down with Tiffany Montgomery to share how lessons from the surf world have shaped their success in fashion and golf. From protecting brand integrity to building scalable infrastructure and evolving with the consumer, their stories reveal how surf-industry creativity translates into disciplined, premium brand building.

Learn how California is helping businesses grow and thrive. In this session, representatives from GO-Biz, the California Office of the Small Business Advocate, and Southern California Edison share the wide range of resources, incentives, and funding programs available to entrepreneurs and companies across the state, from access to capital and energy savings to training grants and tax credits. Whether you’re a startup, retailer, or manufacturer, discover how to tap into California’s powerful network of business support and growth opportunities.

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This keynote will highlight the impact of surfing and surf culture to the California lifestyle, and the essential role it plays in marketing the state. As the state’s marketing organization, Visit California’s mission is to inspire travel to the Golden State. Over decades of global marketing, surfing has been a key element of showcasing California’s aspirational lifestyle. These marketing efforts not only inspire travel but ultimately lead to visitation that has a direct impact on the main streets of California’s coastal communities.

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The surf industry is evolving and in this informative session moderated by David Lee Scales, industry icon Paul Naudé shares an unfiltered look at where we’ve been, what went wrong, and how surf culture can reclaim its place at the center of it all.

From the rise and fall of the major heritage brands to the rebirth of independent labels and the future shaped by LA28, this conversation dives deep into the balance between business and culture and why the ocean must remain our shared foundation.

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The global surf park boom is redefining where, and how, the world surfs. In this SIMA Super Summit session, Baptiste Calonque (Endless Surf, former Rip Curl Europe CEO) and Tanner Wilson explore how surf parks are transforming from niche experiments into billion-dollar lifestyle destinations.

Learn how 100+ surf parks worldwide are driving new participation, real-estate development, and authentic brand opportunities. Discover why the next wave of surfing’s growth will come from creative partnerships, event activations, and a new generation of surfers who found their first wave inland.

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Hear from filmmaker David Mesfin (Wade in the Water), surf community leader Nathan “Worldwide Nate” Fluellan (A Great Day in the Stoke), and Giselle Carrillo (Courage Camps) for an inspiring conversation on storytelling, mentorship, and representation in surfing moderated by Tess Booth.

From using film to reclaim lost surf history, to building mentorship programs that empower kids of color, this powerful session explores how culture, courage, and community are reshaping the future of the surf industry.

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Designer and cultural anthropologist Kevin Kelley delivers a powerful talk on how technology, convenience, and isolation have reshaped human behavior, and what it means for the future of retail, community, and connection. From the rise of the iPhone to the fall of eye contact, Kelley makes the case that place still matters, and that the most successful brands and spaces today are those that help people rediscover real human connection.

Through stories of grocery stores, markets, and brands that dared to be authentic, like Northgate Market’s Mercado and Harvest Market’s butter-churning grocer, Kelley shows how environment drives behavior, how authenticity creates value, and why the product of the future is socializing, not stuff.

Dive into a candid, late-night session on community-first surf retail with Julie Cox (Traveler Surf Club), LG Shaw (WRV), and Will Hutchinson (Proof Lab), moderated by Ryan Hitzel.

From hardgoods as a shop’s backbone to wave-pool culture shocks, climate realities, Gen Z/Alpha engagement, and brand–retailer partnerships, this conversation maps what keeps surf shops relevant—and sacred—as “temples” of surf culture.

Watch for practical plays, fresh inspiration, and real talk from three very different models that work.