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.

Forget competing on price, variety, or convenience, that game belongs to the giants. In an age of economic turbulence, shifting generational attitudes, and relentless online options, the real winners will be those who play a different game and run a different race. Kevin Ervin Kelley, author of Irreplaceable and principal of Shook Kelley, unveils the new playbook for retailers: one built on human connection, cultural meaning, and social experiences that no screen can replace. Attendees will walk away with practical strategies to stand out, win loyalty, and thrive when everyone else is just surviving.

A collaborative discussion moderated by Meghann Butcher CEO, RepSpark and a top leaders to explore how surf/action sports brands can balance direct-to-consumer growth, wholesale relationships, and emerging tech trends to thrive in a rapidly shifting retail landscape.

Join us for an inspiring panel with David Mesfin (Director, Wade in the Water documentary), Giselle Carillo (Founder, Los Courage Surf Camp), and Nathan Fluellen (Founder, A Great Day in the Stoke). Each of these trailblazers is championing diversity in surfing in unique and powerful ways. From storytelling to community-building to reimagining access, they’ll share their personal journeys, what this movement means to them, and how it’s reshaping the future of surfing.

During lunch, attendees will have a chance to visit one of the leading shops in Orange County to connect with owners.

A working lunch workshop with local and state officials on how brands can access low cost capital, tax credits, grants and funds to grow businesses based in California.

details coming…

Surfing is more than a sport, it’s an economic lifeline and a cultural identity. In a new ground breaking report, STWC conducted in-depth research on visitors chasing waves in Santa Cruz, CA—bringing in nearly $45 million every year, while the wider surf economy, equipment, lessons, retail, and services, pushes that number past $150 million annually. Together, it’s close to $200 million powered by waves. But this isn’t guaranteed forever. Rising seas threaten the very breaks and beaches that fuel this engine. The question isn’t whether the surf economy matters, it’s how we protect it. This talk makes the case for bold action, showing how industry leaders can turn the challenge of sea level rise into an opportunity to safeguard waves, communities, and business for generations to come.