the surf culture
TRANSCRIPT
The Culture of Surf
Hannah Stoever, Brooke Blann, Jack Kelly, Beau Skalley, Omar Bishti
Purpose Target Audience: surfers in San Diego, CA
Why?
Plan of Action
1. Immersion2. Discovery 3. Effective targeting
Research Design
Observations
In Depth Interviews
Qualtrics Surveys
Observations - Field Notes
UCSD Surf Practice
Wednesdays, 6am, Black’s Beach
Surfing with friends & neighbors
Interviews
Interviewees:
● Charlie, 19● Lance, 21● Sydney, 22● Carson, 26● Matthew, 24
Themes:
● Gratitude● Being outdoors● A shared love for
the community as a whole; “no strangers, only friends you have not met yet”
Survey
49%
Location Brand Association
Connection to Surf CommunityStrong or very strong: 47%
Neutral: 33%
Parallels between Surf Culture and Gulls
● Mutual respect for hard work● Practice makes perfect● Good exercise● Both love beer● Flow
Marketing Strategies
How to appeal to the surf culture?
● Lower-level seating● Surf giveaways at games● Food & Drink Specials
San Diego Gulls Sponsored Surf Competition
What: local surf competition sponsored by the Gulls
How: promote at local surf shops
Why: increase awareness of Gulls amongst surfers
Winner of competition gets free season tickets to San Diego Gulls games!
Conclusions
How?
● Embrace similarities ● Infiltrate hangouts● Become one