Puerto Rico is the most significant U.S. Hispanic surf market, and I wonder if its is even viewed in this light. Shop-Eat-Surf interviewed executives at Rip Curl about bringing the Pro Search contest there.
Here is what I found interesting...
Kelly Gibson:
It's a phenomenal opportunity to showcase one of surfings’ most exciting event legacies in what is so often referred to as “The East Coast's Hawaii.”
Puerto Rico is home to world-class waves, avid surf fans, and a rich surfing culture - all elements that we look for in selecting a destination for the Rip Curl Pro. It will finally give U.S. surf fans accessibility to watch the excitement of the Rip Curl Pro Search live in person, which is something we have been waiting for.
Pretty interested to see how Dylan Slater's marketing strategy plays out, it has hints of moving towards a cultural innovation.
Dylan Slater:
Since the Rip Curl Pro Search is the only event that has an ASP floating license that allows us to move to a new destination each year, our marketing strategy is to make the event all about the location. The intricacies and aspects of our destination are reflected through the artwork, the product, and the experience we create on-site and on-line.
