The document discusses an ethnography project conducted by marketing students to understand the culture of surfers in San Diego. The objective was to find ways for the San Diego Gulls hockey team to market to local surfers. Methods included surveys of 60 surfers, observation of surfers, interviews, and attending surf practices. Survey results showed most surfers were young males who surf weekly and like brands like Patagonia. Interviews revealed personal connections to surfing. The group aims to identify opportunities for the Gulls to connect with surfers based on shared qualities of the sports.

1. Hannah
Stoever,
Brooke
Blann,
Beau
Skalley,
Jack
Kelly
&
Omar
Bishti
December
8,
2016
MKTG
420
-­‐-­‐
Consumer
Behavior
Professor
Bates
Ethnography
Project:
The
Culture
of
Surf
Objective:
When
asked
to
infiltrate
a
particular
market
in
the
San
Diego
area
for
the
purposes
of
discovering
what
makes
them
tick,
one
group
seemed
obvious:
surfers.
They
are
a
group
whose
culture
has
helped
shaped
Southern
California’s
reputation
as
a
laid
back
state
of
beach
bums.
Given
the
sheer
amount
of
surfers
in
the
area,
it
felt
like
a
perfect
group
for
our
friends
at
the
San
Diego
Gulls
to
tap
into.
Through
watching,
listening,
asking
and
jumping
in
with
them,
we
aimed
to
find
ways
to
market
the
Gulls
to
our
wave
riding
peers.
Process:
Short
of
learning
to
surf
with
the
best
of
them,
how
does
one
become
a
surfer?
How
does
one
become
recognized
by
other
surfers,
as
a
surfer?
To
find
out,
we
attacked
our
initiative
from
multiple
sides:
1.
Getting
the
Basics:
To
get
a
base
of
(low
depth)
qualitative
information,
we
created
a
multiple
choice/short
answer
survey
for
anyone
who
surfs.
The
idea
here
was
to
get
a
general
sense
of
how
surfers
think,
what
they
think
of
surfing,
what
brands
they
gravitate
to,
and
what
they
think
of
the
sport
of
hockey.
Although
the
answers
might
be
scattered,
we
hoped
to
use
this
info
to
supplement
common
threads
found
during
interviews.
2.
Watch
and
Learn:
While
we
couldn’t
always
be
interviewing
or
following
surfers
around,
we
made
sure
to
keep
our
eyes
and
ears
open.
Lucky
for
us,
we
all
live
in
the
mission
beach
area,
and
could
watch
surfers
pass
by,
head
to
the
waves,
or
wipe
out.
By
becoming
anonymous
note
takers,
we
were
able
to
notice
common
behaviors
from
the
various
surfers.
3.
Go
Deep:
We
sat
down
with
a
number
of
surfers
for
one-­‐on-­‐one
interviews.
This
allowed
us
to
pick
up
on
the
personal
side
of
surfing.
What
story
or
connection
does
each
surfer
have
to
the
sport?
Amongst
obvious
differences,
are
there
hidden
commonalities
between
each
person’s
gravitation
to
surfing?
4.
Take
the
Plunge:
When
possible,
we
followed
the
surfers
to
their
organized
team
practices,
or
to
private
surf
sessions.
Here
we
hoped
to
find
observations
that
could
only
be
found
while
surfing.
5.
Connect
the
Dots:
After
we
collected
data
in
a
number
of
ways,
we
hope
to
find
opportunities
to
connect
the
Gulls
franchise
to
the
lives
of
surfers.
What
does
Hockey
and

2. Surfing
have
in
common?
What
can
the
Gulls
offer
surfers
to
entice
them?
These
and
other
questions
are
important
in
determining
potential
marketing
opportunities.
Survey
Results:
60
Respondents
● Age
○ Ages
1-­‐18:
2%
○ Ages
19-­‐26:
98%
● Gender
○ Female:
28%
○ Male:
72%
● Where
are
you
from?
○ California:
49%
○ Other:
51%
● How
often
do
you
surf?
○ Daily:
18%
○ 2-­‐3
Times
a
Week:
35%
○ Once
a
Week:
14%
○ Twice
a
Month:
8%
○ Less
than
Once
a
Month:
25%
● Which
brands
do
you
resonate
most
with?
○ O’Neil:
12
Respondents
○ Quicksilver:
7
Respondents
○ Roxy:
5
Respondents
○ Rip
Curl:
16
Respondents
○ Patagonia:
26
Respondents
○ Billabong:
18
Respondents
○ Hippy
Tree:
3
Respondents
● Which
words
best
describe
your
experiences
with
surfing?
○ Peaceful:
24
Respondents
○ Competitive:
4
Respondents
○ Relaxing:
20
Respondents
○ Thrilling:
28
Respondents
○ Challenging:
26
Respondents
● How
strongly
do
you
feel
to
the
surf
community?
○ Very
strongly:
9
Respondents
○ Strongly:
15
Respondents
○ Neutral:
18
Respondents
○ Not
strongly:
5
Respondents
○ Not
at
all:
7
Respondents
● What
other
sports
interest
you?

3. ○ Climbing:
25
○ Soccer:
22
○ Hockey:
13
○ Tennis:
13
○ Skating:
19
○ Skiing/
Snowboarding:
41
○ Lacrosse:
11
● How
likely
are
you
to
attend
other
non-­‐surfing
sporting
events?
○ Extremely
likely:
22
Respondents
○ Somewhat
likely:
18
Respondents
○ Neither
likely
nor
unlikely:
4
Respondents
○ Somewhat
unlikely:
5
Respondents
○ Extremely
unlikely:
5
Respondents
● How
often
do
you
watch
or
attend
non
surfing
sporting
events?
○ Very
often:
16
Respondents
○ Often:
14
Respondents
○ Rarely:
20
Respondents
○ Never:
4
Respondents
● Out
of
the
following
traits,
what
do
you
find
attractive
in
competitive
sports?
○ Individual
performance:
25
Respondents
○ Teamwork:
29
Respondents
○ Strong
fan
following:
12
Respondents
○ Competitive
atmosphere:
30
Respondents
○ Team
pride:
19
Respondents
● What
would
compel
you
to
go
watch
a
hockey
game?
○ Action:
31
Respondents
○ Friends:
43
Respondents
○ Promotions
on
tickets:
32
Respondents
○ Promotions
on
food
and
beverages:
30
Respondents
○ Giveaways:
14
Respondents
○ Provided
transportation:
14
Respondents
○ Interest
in
hockey:
19
Respondents
Raw
Interviews:
● When
and
why
did
you
begin
surfing?
○ Lance
■ I
started
in
8th
grade
because
I
admired
the
lifestyles
of
my
friends
who
surfed.
○ Carson

4. ■ I
began
surfing
in
my
early
20’s
when
I
moved
to
San
Diego.
I
grew
up
in
a
suburb
of
Atlanta,
so
surfing
wasn’t
really
a
big
deal.
○ Matthew
■ I
have
been
in
the
water
as
long
as
I
can
remember,
I
think
the
first
time
I
stood
on
a
board
I
was
7.
I’ve
been
doing
this
as
long
as
I
can
remember.
○ Charlie
■ I
informally
started
surfing
two
years
ago
in
Washington
D.C,
that
being
said
surfing
was
few
and
far
between.
Then
late
August,
moved
to
mission
beach,
San
Diego
and
started
a
healthy
daily
surf
routine.
It’s
now
early
December.
○ Sydney
■ The
first
time
I
surfed
was
when
I
was
15
years
old,
but
I
didn’t
keep
up
with
it
until
very
recently.
Now
that
I
live
at
the
beach
and
have
a
surfboard,
I
surf
at
least
twice
a
week.
● What
drew
you
to
surfing?
○ Lance
■ At
first
it
was
the
lifestyle
that
appealed
to
me.
A
couple
of
months
into
learning,
the
enjoyment
I
got
out
of
it
surpassed
the
amount
of
work
it
was
to
coordinate
rides
to
the
beach
and
back.
Once
I
surfed
my
first
real
wave,
it
was
hard
to
not
want
that
feeling
over
and
over
again.
○ Carson
■ It
was
just
such
a
cool
part
of
the
culture
here
in
Southern
California,
I
really
wanted
to
become
a
part
of
it
-­‐
my
roommates
surfed,
and
I
snowboarded
in
my
teens,
this
seemed
like
a
good
opportunity.
○ Matthew
■ It
was
what
we
did.
I
grew
up
in
PB,
and
aside
from
skating
and
school
sports,
this
was
our
way
to
be
outside
-­‐
and
this
was
our
way
to
be
in
the
water
all
the
time
○ Charlie
■ Surfings’
stress
free
and
glorified
image
drew
me
to
surfing.
Knowing
other
action
sports,
I
know
they
can
push
you
as
a
person
and
also
be
an
escape
from
reality.
Makes
you
feel
young.
○ Sydney
■ I
like
to
surf
because
of
the
exercise
and
challenge
that
it
presents
to
me.
I’ve
always
had
a
special
connection
to
the
ocean,
so
surfing
has
been
a
great
way
for
me
to
feel
grounded
and
relaxed
in
the
water.
● What
do
you
feel
when
you
surf?
○ Lance

5. ■ I
feel
a
combination
of
things.
I
feel
a
level
of
joy
I
can’t
find
anywhere
else
and
an
overwhelming
sense
of
peace.
When
I
surf,
I
don’t
feel
the
pressures
of
work,
school,
or
other
life
challenges.
○ Carson
■ Peace,
you’re
never
going
to
experience
a
more
peaceful
place
than
the
ocean
-­‐
but
you
have
to
respect
it
also
○ Matthew
■ It’s
just
such
a
pure
happiness,
it’s
wonderful,
powerful,
and
calming
all
at
the
same
time.
○ Charlie
■ Surfing
since
I
moved
to
California
has
been
my
motivation
and
religion
honestly.
It
gives
me
a
place
where
I
am
totally
relaxed
and
happy.
It
is
my
daily
exercise
keeping
me
healthy
and
active.
Makes
you
thankful
and
allows
you
to
live
at
a
more
simple
way
of
life,
surfing
is
your
fix.
○ Sydney
■ I
feel
mostly
at
peace
when
I’m
surfing.
Except
for
when
I
get
pummeled
down
under
a
wave,
in
which
case
I
freak
out
just
a
little
bit.
● What
does
surfing
mean
to
you?
○ Lance
■ Surfing
is
my
outlet
to
relieving
stress,
having
fun,
exercising,
and
hanging
out
with
friends.
○ Carson
■ It’s
a
place
to
gather
my
thoughts
and
be
free
from
the
stresses
of
life
○ Matthew
■ Surfing
is
where
I
feel
most
at
home.
Well,
I
guess
that’s
the
ocean
really,
but
surfing
is
an
easy
way
to
experience
it.
○ Sydney
■ Being
able
to
surf
makes
me
feel
fortunate
for
having
the
opportunity
to
practice
a
sport
as
often
as
I
want
that
many
other
people
don’t
get
to
do.
● What
is
the
purpose
of
surfing?
○ Lance
■ The
purpose
of
surfing
is
selfishly
the
pleasure
people
get
out
of
it.
For
me,
it
is
also
my
main
form
of
exercise
to
stay
healthy
as
well
as
an
activity
to
do
while
catching
up
with
friends.
○ Lance

6. ■ The
purpose
of
surfing
is
selfishly
the
pleasure
people
get
out
of
it.
For
me,
it
is
also
my
main
form
of
exercise
to
stay
healthy
as
well
as
an
activity
to
do
while
catching
up
with
friends.
■ To
be
active
in
nature,
to
be
competitive
and
a
way
to
be
cool
■ To
have
fun
○ Carson
■ To
enjoy
life
○ Matthew
■ Having
fun
○ Charlie
■ The
purpose
of
surfing
is
to
have
fun.
○ Sydney
■ Surfing
is
all
about
enjoying
the
moment,
pushing
yourself
and
doing
what
makes
you
happy.
● What
are
the
first
three
things
that
come
to
mind
when
I
say
“surfing?”
○ Lance
■ Peace,
Friends,
Joy
○ Carson
■ Serenity,
friends,
happiness
○ Matthew
■ Solitude,
calmness,
power
○ Charlie
■ Massive
sets
rolling
through,
my
buddies
I
like
to
surf
with,
and
10
ft.
barrel.
ADRENALINE.
○ Sydney
■ Serenity,
friends,
challenge
● What
is
a
typical
day
for
you?
○ Lance
■ A
typical
day
for
me
either
starts
or
ends
with
a
surf
session.
Most
often
I
surf
Blacks
before
I
work
or
head
to
school.
○ Carson
■ I
typically
try
to
go
to
either
Marine
Street
or
Scripps
before
work
each
day
○ Matthew
■ I
go
out
most
mornings
at
windansea
or
Marine
street
-­‐
it’s
just
a
good
start
to
a
day
○ Sydney
■ I
usually
surf
on
Monday
and
Wednesday
mornings,
in
which
case
I
wake
up,
drink
my
coffee
out
on
the
boardwalk
&
watch
the
waves
until
I’m
ready
to
go.
Then
I
put
my
wetsuit
on,
grab
my
board
and
go!

7. I
usually
surf
for
an
hour
to
two
hours
depending
on
what
I
have
to
do
at
school
that
day.
For
me,
it’s
a
great
way
to
start
my
day
with
some
exercise
and
I’m
always
left
feeling
rejuvenated
after
a
good
surf
session.
● Aside
from
the
ocean,
where
are
some
places
you
and
other
surfers
like
to
hangout?
○ Lance
■ My
friends
and
I
like
to
hang
out
in
beachside
communities
because
that
is
where
a
lot
of
the
surf
culture
is.
Ocean
Beach,
Point
Loma,
la
Jolla
and
especially
Pacific
Beach.
All
of
these
areas
keep
the
summer
vibe
year
round.
There
is
also
a
very
present
addiction
to
Mexican
food
within
the
surf
group.
○ Carson
■ PB
or
La
Jolla
-­‐
we
stay
near
the
ocean
○ Matthew
■ PB
all
day
-­‐
or
La
Jolla,
I’m
especially
partial
to
The
Shack
in
La
Jolla,
or
of
course
Shore
Club
in
PB
○ Sydney
■ I
live
with
all
of
my
friends
that
surf
so
aside
from
in
the
water
we
love
to
just
chill
out
at
home.
● What
are
some
brands
that
you
think
embody
the
surf
culture?
○ Lance
■ In
terms
of
clothing
brands,
I
think
that
O’Neil,
Matuse,
Captain
Fin,
Patagonia,
and
Stance
all
embody
the
surf
culture.
In
general,
Channel
Islands,
Lost,
and
maybe
even
the
occasional
Firewire
board
embody
the
board
culture
that
surfers
stand
for.
○ Sydney
■ I
currently
have
a
Roxy
wetsuit,
but
I
also
like
Rip
Curl
and
Billabong.
They
all
incorporate
fashion
into
the
surf
culture
which
I
like
the
most.
● Is
there
one
brand
in
particular
that
stands
out
to
you?
○ Lance
■ I
think
the
brands
that
stick
out
to
me
the
most
are
the
local
family
owned
surf
shop
brands.
Mitch’s
and
especially
Clairemont
Surf
Shop
have
large
selections
of
San
Diego
catered
brands.
If
I
had
to
choose
one,
I
would
have
to
go
with
Clairemont
Surf
Shop
as
it
is
my
previous
employer
and
where
my
brother
and
friends
work.
○ Carson
■ Just
beachy
vibes
man.
O’Neil.
I
really
like
Matuse.
So
Cal
Creative
has
some
good
stuff.
Blenders
sunglasses
are
where
it’s
○ Matthew

8. ■ O’Neil,
Matuse,
and
Blenders…
and
Rusty…
and
anything
on
sale
at
Mitch’s
Surf
Shop
○ Charlie
■ I
believe
companies
like
Hayden
shapes
do
cool
modern
shapes
of
boards
that
seem
to
have
worked.
Also
Kelly
slater
is
experimenting
with
algae
traction,
dolphin
fins,
and
backyard
barrels…exciting
stuff.
● How
would
you
describe
the
surfing
community?
○ Lance
■ The
surfing
community
is
close
and
has
a
very
relaxed
demeanor.
There
are
Spicole
type
surfers
out
there
as
well
as
your
typical
9-­‐5
worker.
But
everyone
gets
along
pretty
well.
○ Carson
■ Don’t
go
out
to
windansea
if
you’re
a
kook…
if
they
don’t
know
you
-­‐
you
probably
won't
be
welcome
○ Matthew
■ It’s
really
not
for
outsiders…
but
if
you
put
in
the
time
and
people
start
to
know
you
-­‐
and
you
don’t
suck,
you’ll
be
alright.
○ Charlie
■ Surfing
community
breaks
any
barrier
between
two
people
who
surf.
Once
in
a
pub
I
read
“no
strangers,
only
friends
you
have
not
met.”
Kinda
like
that.
○ Sydney
■ Since
I
am
fairly
new
to
this
community,
I
do
believe
that
surfers
are
generally
very
welcoming
and
friendly.
Even
since
I
started
surfing,
I’ve
been
more
keen
on
stepping
out
of
my
comfort
zone
to
talk
to
strangers
in
the
water
and
on
shore.
It
gives
us
a
very
tight
connection
right
off
the
bat.
● What
other
activities
does
your
community
enjoy
besides
surfing?
○ Lance
■ Surfers
are
generally
pretty
involved
in
other
board
sports
like
snowboarding,
skating,
and
wakeboarding.
The
surf
community
is
also
active
in
the
protection
of
the
environment
as
it
helps
preserve
the
ocean
and
surf
breaks.
○ Carson
■ Anything
I
can
to
be
outdoors,
I
mean,
we
manage
a
kayak
shop
-­‐
we’re
always
on
the
water
○ Matthew
■ Fishing,
kayaking,
paddle
boarding,
diving,
body
surfing
-­‐
anything
water
related
○ Charlie

9. ■ I
found
rock
climbing
to
be
a
common
hobby
outside
of
surfing,
obviously
along
with
skateboarding
and
snowboarding.
○ Sydney
■ I
personally
like
to
swim,
run
and
rock
climb.
These
in
addition
to
surfing
regularly
give
me
a
good
balance
and
I
never
get
bored.
● How
often
do
you
surf
per
week?
○ Lance
■ During
the
summer
I
will
surf
once
or
twice
per
day.
During
the
school
year
I
manage
to
get
out
2-­‐3
times
per
week,
but
it
is
homework
and
swell
dependent.
○ Carson
■ 5-­‐6
days
a
week
○ Matthew
■ 5
days
a
week.
Usually
not
Wednesday’s
or
Friday
mornings
○ Charlie
■ As
many
times
you
can
in
any
form
of
wave.
Can
be
up
to
as
many
as
a
few
sessions
every
day.
○ Sydney
■ I
usually
surf
about
2-­‐3
times
per
week,
but
I
wish
I
had
the
time
to
surf
everyday!
● What
keeps
you
coming
back
to
surfing?
○ Lance
■ Other
than
the
pure
joy
I
get
out
of
it,
it
is
the
friends
and
exercise.
○ Carson
■ It’s
just
great
man,
there’s
something
about
being
in
the
water
○ Matthew
■ It’s
my
place
to
recalibrate
○ Charlie
■ Getting
better
personally
draws
me
back
because
the
sensation
of
learning
and
doing
new
tricks
is
addicting.
Also,
I
never
have
a
bad
time
surfing
as
long
you
are
in
the
mindset
of
having
fun.
Each
session
is
different
in
its
own
way,
you
get
so
focused
on
surfing
and
just
having
fun
you
basically
forget
the
waves
you
had
that
session
when
you
walk
back
in
on
the
beach.
○ Sydney

10. ■ I
continue
to
surf
because
each
time
I
see
progress
in
my
ability.
It
empowers
me
to
know
that
if
I
work
hard
enough
at
something,
I’ll
be
able
to
achieve
it.
● How
has
surfing
helped
you
grow
as
a
person
or
in
your
career?
○ Lance
■ It
has
helped
my
confidence
tremendously
as
one
must
be
confident
and
assertive
at
times
to
get
waves.
It
has
also
increased
my
professional
network
of
friends.
I
have
connected
with
people
on
a
deeper
level
while
in
interviews
on
the
topic
surfing.
Being
a
surfer
has
also
been
like
a
resume
standout
for
getting
my
jobs
of
Surf
Shop
Employee,
Ocean
Lifeguard,
and
Physical
Oceanographer.
○ Carson
■ It’s
a
lot
of
the
reason
I
have
a
job
where
I
have
a
job
today.
If
i
hadn’t
been
down
on
the
shores
so
often
already
I
would
never
have
pursued
a
job
at
a
kayak
shop.
○ Matthew
■ It’s
kept
me
in
San
Diego,
it’s
half
the
reason
why
I
won’t
leave.
○ Charlie
■ Surfing
allows
me
to
wake
up
every
morning
excited
for
the
day
knowing
I
can
surf;
you
become
very
thankful
of
the
life
you
have.
It
has
made
me
a
more
positive
and
motivated
in
life
and
my
classes.
○ Sydney
■ Surfing
definitely
helped
me
face
my
fear
of
trying
something
new.
I
haven’t
learned
a
new
sport
since
a
very
young
age,
so
since
I’ve
recently
gotten
into
surfing,
I’m
better
able
to
face
new
challenges
head
on.
● Who
is
your
biggest
surf
idol
and
why?
○ Lance
■ John
John
Florence
is
probably
my
biggest
surf
idol
because
he
lives
the
life
that
all
surfers
dream
of.
He
is
not
only
the
current
world
champion
but
he
also
lives
on
the
North
Shore
and
gets
to
surf
epic
waves
year
round.
He
is
also
one
of
the
greatest
free
surfers
to
also
be
a
fantastic
competitor.
○ Carson
■ Kelly
Slater
-­‐
he’s
the
man,
like
honestly
coolest
man
in
the
world.
I
surfed
with
him
once
in
Encinitas
-­‐
the
shit
that
guy
can
do.
○ Matthew
■ Nick
Gabaldon.
He
was
the
Rosa
Parks
of
surfing
-­‐
that’s
awesome.
○ Charlie

11. ■ My
biggest
surf
idol
is
ASAP
Rocky
because
he
is
the
greatest
of
all
time.
I
love
watching
any
grom
go
rip
and
have
a
good
time,
they
do
it
right.
○ Sydney
■ This
is
pretty
cliche,
but
Bethany
Hamilton’s
story
has
always
inspired
me
beyond
belief.
Interview
Analysis:
Through
our
in-­‐depth
interviews
we
gained
much
valuable
insight
on
the
inner
workings
behind
the
mind
of
a
surfer.
We
chose
to
interview
those
individuals
who
surfed
regularly
and
are
considered
“real”
surfers
by
their
peers
in
the
surf
community.
It
is
a
unique
subculture
that
has
a
lot
of
little
quirks
and
even
it’s
own
dialect.
Though
our
interviews
only
lasted
around
30
minutes
each,
they
provided
valuable
snapshots
into
the
mindset
of
our
interviewees;
their
lifestyle,
passions,
and
motivations.
We
noticed
that
all
of
the
surfers
we
interviewed
picked
up
the
sport
at
different
times
in
their
lives.
Matthew,
a
local
San
Diegan,
began
surfing
at
the
measly
age
of
7
-­‐
and
is
now
widely
considered
as
near
pro
status
amongst
his
friends.
Carson
was
on
the
other
end
of
the
spectrum
for
our
surfers
-­‐
he
began
surfing
in
his
early
20’s,
much
later
than
the
rest
of
our
interviewees.
Though
we
did
find
out
that
our
interviewees
who
took
up
the
sport
later
in
life
did
not
do
so
voluntarily.
Our
teenage
surfers
lived
in
largely
landlocked
areas
where
surfing
was
not
a
hot
commodity.
It
was
not
until
they
moved
nearer
to
the
ocean
that
surfing
became
a
viable
opportunity
and
they
began
to
get
out
in
the
water.
We
also
gleaned
that
our
interviewees
had
similar
motivations
that
brought
them
to
surfing.
Growing
up
each
of
them
were
extremely
interested
in
the
surf
culture
of
Southern
California
-­‐
either
from
being
a
part
of
it
or
admiring
from
afar.
Alas,
those
surfing
videos,
such
as
The
Endless
Summer,
provided
only
a
launch
point
-­‐
their
passion
now
goes
far
beyond
that.
All
of
our
interviewees
expressed
positive
feelings
whilst
surfing;
stating
that
they
felt
a
sense
of
happiness,
peace,
or
freedom
-­‐
but
they
were
also
aware
of
the
power
of
the
ocean
and
the
waves.
When
asked
what
surfing
means
to
them,
each
interviewee
responded
differently
but
their
answers
followed
a
similar
pattern
of
positivity
to
the
previous
question.
Lance
uses
surfing
as
a
way
to
relieve
stress,
Carson
uses
it
as
a
place
to
regather
thoughts,
and
Matthew
finds
peace
in
the
ocean
-­‐
it
is
home.
These
sentiments
contribute
to
their
thoughts
on
the
purpose
of
surfing,
all
of
them
were
in
agreement
-­‐
the
purpose
of
surfing
is
to
have
fun,
plain
and
simple.
Each
of
them
experiences
such
a
wide
array
of
emotions
while
out
on
the
water
but
nearly
all
of
them
are
positive.
Peace,
power,
serenity,
ADRENALINE!
These
were
some
of
the
most
powerful
thoughts
that
came
to
mind
when
we
asked
our
interviewees
what
came
to
mind
when
they
thought
about
surfing.

12. Through
our
interviews
we
also
found
that
surfers
across
San
Diego
have
very
similar
habits
outside
of
the
sport
they
all
loved.
They
enjoy
hanging
out
in
many
of
the
same
spots
throughout
San
Diego
-­‐
particularly
Pacific
Beach.
They
also
had
similar
thoughts
regarding
their
favorite
brands,
largely
surf
brands
that
they
all
identified
with.
All
of
our
interviewees
are
very
active
individuals
in
their
day
to
day
life
-­‐
the
common
thread
connecting
them
all
is
a
love
of
the
outdoors.
They
do
their
best
to
exercise
outside
as
often
as
possible
in
various
ways.
Along
with
surfing
they
each
have
a
great
deal
of
other
outdoor
hobbies
such
as
skateboarding,
kayaking,
snorkeling,
cycling,
etc.
Through
our
interviews
we
got
a
much
better
look
into
the
mind
of
a
surfer.
Whether
experienced
veterans
or
those
relatively
new
to
the
sport,
surfing
culture
has
a
niche
for
everyone.
Their
shared
love
for
the
sport
is
the
essential
thread
that
ties
all
of
their
lives
together,
and
each
of
them
are
eternally
grateful
for
their
good
fortune
and
surfing
abilities.
From
here
we
formulated
our
qualtrics
survey
and
did
our
best
to
send
it
out
to
the
relevant
target
demographic.
Field
Notes
&
Observations:
Selected
Everyday
Observations:
● Inconvenience
seems
to
be
a
non-­‐factor
for
surfers.
I
watch
as
surfers
carry
their
boards
far
and
wide
from
the
jetty
down
the
boardwalk.
Some
even
bike
with
surfer
boards
in
hand,
navigating
the
crowds
with
ease.
On
multiple
occasions,
I’ve
seen
surfers
run
out
toward
the
ocean
at
sunset,
with
only
minutes
of
light
left.
Getting
wet/lack
of
time
certainly
not
a
deterrent
for
one
last
surf.
To
me,
this
indicates
that
surfing
is
rewarding
enough
to
supersede
inconvenience.
● Surfers
often
surf
alone
but
sometimes
do
so
in
small
groups.
Groups
of
more
than
3
surfers
who
go
out
together
seems
to
be
pretty
uncommon,
yet
when
people
do
surf,
they
cluster
around
the
same
spot
where
they
feel
the
waves
are
best.
This
sometimes
lead
to
minor
conflict.
Specifically
at
mission
beach
the
waves
closest
to
the
jetty
are
claimed
by
the
locals.
This
raises
the
question,
who
are
locals?
Student
surfers
say
the
older
(30+)
surfers
are
the
ones
most
likely
to
“chirp”
(trash
talk)
surfers
who
invade
their
space.
Supposedly,
if
you
stay
out
of
their
way,
and
are
decent
and
surfing,
there’s
nothing
much
they
can
do.
Rarely
does
this
lead
to
actual
fighting,
but
does
suggest
territorial
undertones-­‐-­‐it’s
quietly
competitive-­‐-­‐legitimacy
is
gained
through
showing
off
your
skill.
● I’m
watching
from
my
balcony.
It’s
pretty
chilly
for
San
Diego,
the
water
is
probably
miserable
without
a
wetsuit.
The
sky
is
bright
red
as
dusk
approaches.
A
number
of
surfers
are
clustered
at
the
jetty
and
the
waves
are
bigger
than
normal.
They
all
sit
on
their
boards,
hanging
on
as
they
roll
over
waves
they
are
unable
to
catch.
From
here,
anyone
surfer
is
indistinguishable

13. from
the
other.
My
friend
is
out
there
somewhere.
What’s
most
notable
is
that
catching
a
wave
is
rare.
The
waves
are
bigger,
so
more
surfers
are
out
trying
to
catch
one,
but
very
rarely
does
anyone
surfer
actually
surf.
Much
like
football
the
action
is
limited
to
short
bursts-­‐-­‐the
stakes
are
high
during
these
short
time
windows.
If
you
mess
up
on
entry
to
a
wave,
you
might
not
catch
another
for
the
rest
of
the
day,
or
worse
yet,
you
fall
and
hurt
yourself.
● I
just
finished
a
short
session
out
at
Windansea.
I
had
planned
on
staying
out
for
over
2
hours,
but
my
skill
level
is
far
subpar
to
those
who
are
regulars.
It
was
obvious
that
I
really
didn’t
know
what
I
was
doing
and
I
was
not
particularly
welcome.
Most
people
remained
courteous
to
my
presence
in
the
water
but
would
cut
me
off
if
I
tried
going
for
a
wave.
I
was
called
a
“kook”
on
multiple
occasions
and
told
to
go
back
to
Arizona
once.
I
suppose
that
is
just
an
assumption
they
made.
The
waves
were
larger
today
than
usual
so
naturally
there
were
a
lot
of
surfers
in
the
water.
● I
watched
some
folks
out
at
the
shores
today.
Actually
closer
to
an
area
in
La
Jolla
Cove
called
Devil’s
Slide.
Most
of
the
year
the
waves
are
unsurfable,
so
when
the
conditions
are
right
-­‐
a
few
brave
surfers
go
out
and
surf
their
hearts
out.
Those
few
brave
surfers
also
happen
to
be
my
coworkers
and
I
had
the
good
fortune
to
watch
them
surf
dangerously
close
to
exposed
reef
and
high
cliffs.
They
were
incredible,
though
they
did
not
always
catch
the
wave
they
anticipated
on
catching,
they
made
even
their
mishaps
seem
graceful.
Once
one
of
them
duck
dived,
and
I
swear
he
looked
like
a
sea
otter
-­‐
so
nimble
in
the
water.
UCSD
Practice:
● 6:00
Arrive
at
the
top
of
Blacks
road
where
the
team
meets
before
driving
down
to
the
beach.
The
gate
is
locked
when
we
get
there
but
the
team
has
a
key
to
drive
their
cars
down
with
the
surfboards.
The
sun
is
just
coming
up.
Everyone
is
very
friendly
but
a
little
tired
as
well.
Everyone
offered
and
made
room
for
us
to
drive
down.
● 6:15AM
I
rode
down
with
the
caption
of
the
surf
team
who
has
been
surfing
for
his
whole
life.
He
is
from
near
Malibu
and
has
always
loved
it.
He
recently
won
a
big
wave
competition
up
in
Northern
California
that
is
a
qualifier
for
the
big
competitions.
● 6:20AM
-­‐
Arrive
at
the
bottom
of
the
hill
and
everyone
starts
unloading
their
boards.
Everyone
is
very
happy
for
it
being
so
early
in
the
morning
and
so
friendly.
There
are
boys
and
girls
on
the
team
who
are
all
passionate
about
surfing.
Surprisingly
some
of
the
team
members
have
only
been
surfing
since
they
joined
the
team.
They
tell
funny
stories
about
taco
trucks,
surf
trips
and
school.

14. ● 6:30AM
-­‐
Head
down
to
the
beach.
They
explained
to
us
that
they
were
practicing
their
heats
for
this
weekend
(15
minutes
each
to
catch
as
many
waves
as
possible
but
only
top
2
waves
are
counted
for
score)
● Scoring
-­‐
1=
stood
up
on
the
wave,
then
everything
else
is
based
on
a
mix
of
the
length
of
the
wave,
the
turns,
tricks
and
ending
● The
boys
went
first,
all
in
different
colored
rash
guards
to
tell
them
apart
● The
girls
scored
them
along
with
the
assistant
coach-­‐-­‐who
also
used
to
be
on
the
surf
them
● The
horn
blows
to
warn
them
that
they
have
5
minutes
left
then
after
5
minutes
the
horn
is
blown
again
and
the
boys
come
in.
Then
it
is
the
girls
turn
and
the
process
continues.
● Some
of
the
people
don’t
particularly
care
when
the
heats
are
going
on
and
just
go
surf
● All
the
surfers
on
the
surf
team
do
not
only
go
surfing
on
practice
days
(usually
Wednesdays)
but
also
go
almost
everyday
of
the
week
if
the
surf
is
good.
● The
team
size
is
probably
around
25
people
but
only
5
girls
and
5
boys
get
to
compete
for
short
boarding
and
I
believe
only
2
for
longboarding.
They
only
have
around
6
competitions
per
year
and
compete
against
other
Southern
California
schools
like
SLO,
UCSB,
Point
Loma,
USD
and
Santa
Cruz.
One
guy
who
is
a
senior
just
started
competing
his
junior
year
but
had
been
on
the
team
since
freshman
year.
Shows
that
it
isn’t
as
much
about
the
surfing
but
also
about
the
team
atmosphere
and
love
of
the
sport
● Compared
to
the
other
school
surf
teams
we
tried
to
reach
out
to
this
team
was
by
far
the
most
organized
and
seemed
like
a
strong
community.
● They
not
only
surf
together
but
they
also
have
social
gatherings
outside
of
practice
i.e.
parties
● Everyone
was
very
welcoming
from
the
moment
we
introduced
ourselves.
They
offered
for
us
to
come
back
and
offered
to
be
interviewed
for
anything
we
needed.
They
also
were
not
shy
about
telling
funny
stories
and
including
us
in
their
morning
routine
Connecting
to
the
Gulls:
It
is
important
to
embrace
the
similarities
between
the
thrill
of
surfing
and
the
thrill
of
hockey.
We
think
the
excitement
of
the
barrel
of
a
wave
can
compare
nicely
to
the
fast
pace
game
of
hockey.
As
surfers
have
shown,
inconvenience
is
not
a
deterrent
for
surfers
if
the
fun
is
sufficient.
Once
a
relationship
between
the
Gulls
and
surfers
are
created,
we
think
the
surfers
will
reciprocate
Gull’s
advertising
or
promotional
efforts
with
attendance
at
games,
especially
as
their
fondness
for
the
sport
grows.
Additionally,
certain
surfers
have
a
subtle
competitive
nature
and
may
enjoy
the
competitiveness
of
the
game.

15.
Strategy
:
We
came
up
with
various
marketing
strategies
that
would
generate
more
awareness
and
comradery
for
the
San
Diego
Gulls
among
surfers.
First
and
foremost,
there
needs
to
be
a
reason
for
surfers
to
want
to
come
to
the
games.
Thus,
we
believe
that
if
there
were
raffle
drawings
at
Gulls
games
for
surfboards,
wetsuits
and
other
surfing
paraphernalia,
more
surfers
would
want
to
attend
the
games
as
these
are
meaningful
to
them.
Another
potential
strategy
would
be
getting
better
seating
at
the
games
for
surfers.
Surfers
are
attracted
to
the
front-­‐row
action
aspect
of
their
sport.
We
believe
that
if
surfers
could
experience
a
hockey
game
up
front
and
close
to
the
ice,
they’d
realize
that
there
is
a
lot
more
in
common
between
the
two
sports.
Aside
from
giveaways
and
better
seating,
we
also
felt
that
promoting
their
food
and
drink
specials
would
be
a
good
way
to
get
surfers
to
come
to
more
Gulls
games.
Surfers
like
to
socialize
and
have
a
good
time
after
a
long
day,
and
if
a
larger
portion
of
the
surfing
community
knew
about
the
Gulls
$2
beer
nights,
for
example,
more
surfers
would
be
inclined
to
integrating
the
Gulls
games
into
their
regular
social
outings.
Free
giveaways,
front-­‐row
seating
and
drink
specials
are
all
great
marketing
strategies,
but
we
feel
as
though
the
most
effective
way
for
the
Gulls
to
gain
the
surfing
community’s
support
would
be
to
show
them
support
first.
This
could
be
achieved
by
hosting
an
annual
surf
competition
in
San
Diego
before
the
hockey
season
starts,
in
which
the
first
place
prize
would
be
season
tickets.
The
Gulls
could
promote
their
competition
in
surf
shops
all
over
San
Diego,
as
well
as
in
local
restaurants
and
bars.
The
goal
of
this
marketing
strategy
is
to
create
more
brand
awareness
for
the
San
Diego
Gulls,
in
hopes
that
the
surfing
community
will
show
interest
in
coming
to
more
games.
Not
only
would
the
competition
be
a
gateway
to
the
surfing
community,
but
to
all
the
people
who
come
out
and
watch
the
competitions
as
well.
Surfing
is
a
huge
aspect
of
the
overall
culture
here
in
San
Diego,
so
by
tapping
into
the
surfing
audience,
the
San
Diego
Gulls
would
be
able
to
access
a
much
larger
target
market,
which
would
increase
ticket
sales
and
overall
profits.
Conclusion:
Through
our
research
on
the
culture
of
surf
here
in
San
Diego,
it
is
clear
that
in
order
for
the
Gulls
to
increase
their
ticket
sales
and
overall
profits,
it’s
necessary
for
them
to
tap
into
the
surfing
community.
The
Gulls
can
do
this
through
embracing
their
similarities
with
surfers
by
initiating
hangouts,
such
as
the
annual
Gulls-­‐hosted
surf
competition,
in
order
to
merge
the
two
cultures
into
one.
Studying
the
surf
culture
through
ethnography
showed
us
that
surfers
in
San
Diego
are
extremely
passionate
with
regard
to
their
sport,
their
friends
and
family,
and
their
home.
Local
surfers
have
immense
pride
for
San
Diego
as
a
whole.
Thus,
the
Gulls
need
to
reciprocate
that
pride
by
showing
their
support
for
the
surfing
community
so
that
surfers
feel
more
connected
to
the
team.