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International Surfing
Symposium
Sustainable Surfing
Gregory Borne
Gregory.Borne@plymouth.ac.k
Sustainable Surfing
March 2017
Published Last Week
First Academic Book
in the Field
June 2015
University of Plymouth
Press Most Successful
Title
Raised Awareness
Established a NEED for a
greater understanding of
the issues
Exposed a gap in the
knowledge base
Led directly to proposal
being submitted to
Routledge
Gold Coast plays a
central role
BEGINNINGS
Sustainable Surfing
Book Structure
Section 1. Surfing and Sustainability in a Risk Society
Section 2. A Systems Approach
Section 3. Technology, Industry , and Sustainability
Section 4. Informing Policy Domains
Section 5. Reconceptualising Sustainable Surf Spaces
Section 6. Synergies and Connections
Section 1: Sustainable Development, Surfing
and Risk – Gregory Borne
• Establish a relationship between Surfing and
Sustainability
Reviewers of the book proposal explicitly asked to see a
balance of theoretical debate, policy relevance and
empirical investigation
• Sketch out an overarching theoretical proposition
• Overview of surfing literature
• Overall Rational for the book
Surfers and the Wave Stoke and Affect. Describing waves, relating surfers to waves
including skill levels, surfboard types, manoeuvres
performed, surfability
Surf History Co-evolving historical narrative
Tourism
Impacts of surf tourism on local communities
the character or value of surf tourism
Transportation – carbon footprint
Economics Surfonomics
Economic and non economic value of surf breaks,
The blue economy
The circular economy
Sociology Sociological aspects of surfing including surfing culture, social protocols
at surfing breaks, gender and surfing, localism
Industry Governance, Industry growth and transition, surfing equipment,
technology, merchandise, marketing, clothing, surfing films and
magazines and clothing
Coastal Management Coastal management theory, protecting surf breaks, recreational coastal
amenities, environmental impact assessments, surfers and coastal use
conflict, examples of impacts on surfing breaks
Sport Management Theories of sport management, governance and practice.
Risk Society and Sustainable Development Surfing
Explore the relationship between humanity and
the Environment
• Surfing as an activity is innately connected to nature through
engagement with the ocean.
• Historical narrative of exploitation, domination, imperialism, liberation ?
• Potential reintegration of sustainability discourse and practice
Challenge notions of progress, science and
rationality
• Embedded knowledge, loss of spirituality, cultural and subcultural
dynamics
• Hybridity. Wave knowledge – local knowledges
Open up the boundaries between the global and
the local
• Surfing’s proliferation globally has impacts on multiple level scales
economically, environmentally, socially, politically, culturally
• Surfing as community
• Impact of Web 2.0 on global local boundaries
Explore new forms of political and governance
structures both above and below the nation state
• Multiple and expanding surf organisations that sit outside and inside
convention political system
• The interaction of multiple organisations on a cross sectoral basis
Cross sector governance dynamic
Inter-generational equity and the incompatibility
of geological and political time-scapes
Protecting waves for future generations
Surf sites
Section 2: A Systems Approach
1 Chapter
1. Surf Resource System Boundaries -Steve
Martin and Danny O’Brien
Surf Resource System Boundaries -Steve Martin and Danny
O’Brien “A ‘system boundary’ is a theoretical concept in
environmental science representing the
intersecting and interrelated human and
physical elements in the natural world at a given
site”
A full systems approach
Enhance the understanding of coastal
systems, community and sustainability
Promotes a multidisciplinary approach
Physical dimensions
Surfing habitat
Surfing Reserves
Interdependence of
Stakeholders
“Sustainable surf site policy and management
must attend to various local ecosystems as a
range of complex, diverse yet integrated
components with essential linkages spanning
people, places, and impacts on a vulnerable
resource base consisting not only of the water,
waves, reefs, and coastal morphology, but also of
the coastal users as stakeholders, local
infrastructure, and economy.”
Section 3: Technology, Industry , and Sustainability
3 chapters
1. The technological epoch of surfing, its implications and
impacts and the potential for sustainability to theme the next
epoch – Leon Mach
2. Towards more sustainable business practices in surf industry
clusters – Anne Gerke
3.Surfboard Manufacturing Technologies Sustainability and the
Surfboard - Chris Gibson and Andy Warren
1.The technological epoch of surfing, its implications and impacts and the
potential for sustainability to theme the next epoch - Leon Mack
Technology, Environment and
Society Framework (TES)
Focus on 4 main components
1.Physical
2.Climatology
3.internet communication
technology
4.Artificial surfing.
Chapter asks the Questions:
What technological dimensions
categorize the technological era of
surfing? Who or what is guiding
technological progress and towards
what ends? Is there evidence that surf
culture is shifting towards a
sustainability era?
2. Towards more sustainable business practices in surf
industry clusters – Anne Gerke
“The joint practice of surfing
while being sometimes
employed by direct competitors
creates social links between
employees across different
cluster organisations via sport”
Development of the French surf
industry in the Aquitaine regions
Impacts on the local industry
dynamic
Industry Governance - EuroSima
3. Surfboard Manufacturing Technologies Sustainability
and the Surfboard - Chris Gibson and Andy Warren
…. it is therefore important at one level to
consider surfboards within a wider
network of surf apparel and equipment
manufacture with a complex host of
environmental and labour issues, spread
across many countries”.
How – and where – are
surfboards made?
Environmental Issues and
Regulation
Environmental Health
Impacts
New materials and
possibilities
Subcultural origins and
economic constraints
Section 4: Informing Policy Domains
3 Chapters
1. Surfing Voices in Coastal Management: Gold Coast Surf
Management Plan Dan Ware, Neil Lazarow and Rob Hales
2. International Surfing Activism -Rob Hales, Neil Lazarow and
Dan Ware
3. Hedonic pricing and strategies for ensuring local value from
surf driven coastal exploitation - Jason Scorse and Trent
Hodges
2. Surfers and Public Sphere Protest Protecting Surfing
Environments - Rob Hales, Dan Ware and Neil Lazarow
“Historically, surfers have resisted
development in order to maintain
wave breaks as common property,
ensure beach access to the coastline
and limit the impact of land-based
activities that effect the beach and
surf break environment.”
Public Sphere Protest
Enclosure and Externalization of
the commons
Cruise Ship development - Gold
Coast
1. Surfing Voices in Coastal Management: Gold Coast
Surf Management Plan, a case study - Dan Ware, Neil
Lazarow and Rob Hales
“…surfing reserves provide an
important political foothold by which
these conversations are able to
develop. In
the case of the Gold Coast, they also
draw attention to surfing resources in
a more systematic manner, rather
than on a beach by beach or break by
break scale.”
Multiple Stream Theory
Gold Coast Surf City Management
Plan
Surfing Capital
Gold Coast World Surfing
Reserve….
3. The Non Market Value of surfing - Jason Scorse and Trent
Hodges
Surfonomics
Non use value of Surfing
Contingent Value Method
Consumer Surplus –Travel
cost method
Hedonomic Price Method
“To date, no study has yet been published
on the non-use value of surfing. Such
research would include the existence value
people hold from simply knowing that
surfing resources are being protected
(even if they don’t use them directly), the
option value of preserving a surf location
for future use, or the bequest value of
being able to pass surfing resources down
to future generations”
Natural Capital
Ecosystem services valuation
Increasingly important in policy
domains
UK 25 year Plan
Section 5: Reconceptualising
Sustainable Surf Spaces
5 Chapters
1. Localism and Opportunity or Barrier to achieving Sustainability – Lindsay
Usher
2. Spot X: Surfing, remote destinations and sustaining wilderness surfing
experiences – Mark Orams
3. Surfing: A Ritual with a Consequence – Jon Anderson
4. Culture, meaning and sustainability in surfing - Neil Lazarow and Rebecca
Olive-
5. Nirvanification in the age of simulated surfing environments – Jess Pontng
1.Localism and Opportunity or Barrier to achieving
Sustainability – Lindsay Usher
Localism and Sustainability
Positive and negative aspects
of localism
Nicaragua and Costa Rica
‘While localism may challenge the
economic sustainability of surfing,
sustaining the local surf culture and local
surfing space are important for surf
communities. Positive forms of localism
should outshine this phenomena which is
known as the dark side of surfing. By
encouraging positive manifestations of
localism and discouraging the negative
ones, surfers can work towards a more
sustainable form of surfing’
“The irony of the focus on exploring and
discovering new surfing destinations is that in
doing so these explorers can unintentionally
become the genesis of the very experience and
outcome they detest and are seeking to escape”
Spot X
Wilderness
Tourism
development
models
The benefits of designated wilderness areas for
both environmental conservation
and in terms of the opportunities for quality
recreation experiences have
long been advocated (Hendee et al., 1978). In
particular, research has identified
the value of wilderness experiences for self-
sufficiency, skill acquisition, self-confidence,
personal resilience, mental health, social
interaction and relationships and awareness of
and support for nature
2.Spot X: Surfing, remote destinations and sustaining
wilderness surfing experiences – Mark Orams
3.Surfing: A Ritual with a Consequence - Jon Anderson
“It is questionable whether
the external consequences
of these identity practices
are reflected on in-depth
within the culture and it is
with this problematic that
the language and practice of
sustainability must engage”
Indonesia
Chasing Utopia
The Surfing Ritual
A place that cannot be
Sustainability the Individual Surfer
and Beyond
Politics of Pragmatism
4. Culture, Meaning and Sustainability in Surfing - Neil
Lazarow and Rebecca Olive
Empirical evidence
Feminist cultural Studies
“Drawing on this data, our ambition in
this chapter is to take a closer look at
key aspects of the contemporary surfing
world – culture (lived experience and
media), meaning, place and
sustainability”
‘… contributes to the growing
number of voices critiquing
established understandings of
surf history and hierarchies as
well as the powerful role
traditional media and industry
have in identifying surfing culture
identity’
5. Simulating Nirvana: Surf parks, surfing spaces, and
sustainability – Jess Ponting
History of Surf
Parks
Social and Political
landscape of
factors influencing
Surf Park
Development
Nirvanification and
designer surfing
spaces
Threats
Beyond Nirvanic
Myth
1. perfect waves
a. distort time and remove the
importance of place
b. vital for creation of an aspirational
lifestyle development
c. variable for different user groups
2 guaranteed wave count (wave
frequency)
3 cushioned adventure: building a sense
of exploration, freedom and adventure
into the experience while providing
reassuring levels of safety service
4. authenticity from a social/cultural
perspective
5. the setting: preferably impressive in
terms of either natural surroundings or
built design
6. accessibility (cost and distance).
Section Six: Synergies and connection
Synergies and Connections – Gregory Borne
Overview
Contextualise between chapters and beyond
Relate to broader debates on sustainability
Reengage with observations on sustainability and Risk Society
Conclusion
What has the book achieved?
1.Introduces and advances theory
2. Highlight methodological innovation
3. Presents new empirical work
Draws together disparate research areas
Established a new research field
Thankyou to all contributing authors
What's Next?
Surfing and Sustainability, Routledge 2018
Sustainable Stoke serialisation for charity in
partnership with Surfers Against Sewage
Sustainable Stoke 2: The Next Wave
University of Plymouth press, 2019
Gold coastkeynote
Plymouth Sustainability and Surfing
Research Group
Multi Disciplinary
60 affiliated researchers in 12 countries
34 affiliated partners
Multiple Knowledge Transfer Partnerships
Communicating Impact to a wider Audience
Social Media
Twitter: pssrg1
Facebook: pssrg1
Blog: Huffington Post
SEMINAR
Surfing and Sustainability
Routledge March 2018
Gregory Borne
Gregory.borne@plymouth.ac.uk
Challaborough Bantham
Introduction
1. Foundational Research
2. Sustainability and Surfing Research Overview
3. Creating Sustainable Stoke, University of
Plymouth Press, 2015
4. Surfing and Sustainability, Routledge, 2018
5.Plymouth Sustainability and Surfing Research
Group
Sustainable Development/
Sustainability
Development that
meets the needs of
current generations
without compromising
the ability of future
generations to meet
their own needs
(Brundtland 1987- Our
Common Future)
Sustainable Development provides a
way of accommodating
complexity
• About holistic approach
• About making connections
• About considering environmental,
social and economic dimensions
• About the Global and the Local
1. Foundational Research
Discourses of sustainable development at the
United Nation (2002-2006)
Discourses sustainable development town and
Parish Councils (2006 -2010)
Gold coastkeynote
2. Surfing and Sustainability Research
Overview (2011 -)
What does sustainability mean
in the Surfing World ?
Began late in 2011 with a google
search and an email
Research Time line
Date Destination Methods Description
February 2012 San Clemenente – Initial
exploratory trip after contact
with Sustainable Surf (see
chapter 5)
Exploratory
Participant observation
Ethnography
Initial Contact with Sustainable Surf
Initial exploratory trip to San Clemente
June 2012 San Clemente – Follow up trip
with Sustainable Surf –
Participant Observation
Interviews
Fly on the wall observation as SS
developed partnerships I also conducted
a series of interviews
Site visit
October 2012 San Clemente Interviews
Participant observation
Interviews with stakeholders
March 2013 Coolengata, Gold Coast
Australia – Global Surf City
Conference
Participant observation
Informal interview
Assess state of Knowledge
First Gold Coast Surf City Conference –
Multiple references to sustainable
development interaction of stakeholder’s
August 2013 San Diego - San Diego State
University
Discourse Analysis Deconstruct Sustainable Stoke
Manuscripts
Structure – Themes – connections
September 2014 San Diego Editing and finalising
sustainable stoke
September 2015 Sustainable Stoke Conference: Participant observation
Coevolution of knowledge
Dissemination and foundation for further
research
New wave of knowledge
Methodology
Opening up the tool box of
methods
Ethnography – Deep Immersion
Discourse Analysis
Interviews
Participant observation
Surveys
Personal sustainability narratives
Led to Publication of Sustainable Stoke
3. Creating Sustainable Stoke
Research Process
Elicit perspectives of leaders and opinion formers
within the surfing world on a multi-sectoral basis
Mult-sectoral
Industry
Government
Media
NGO
Celebrity
Science
Governance
45 Sustainability and Surfing Narratives
THEMES
Susresourc
Greenevent
Greenwash
Pub/PriPart
Systems
Tech
Rreflexivity
Leadership
Evolution
Stewardship
Cons/behav
Responsibilit
y
Celebrity
Global/Local
ContestedSp
GrilledChees
Activism
Governance
mateChange
Polyout
Polyin
Anti-Capitalis
Solutions
Academic
Industry
NGO
Media
Other
Mal x x x
Tony x x x x X X x
Scott x x x x x X X x
Emma x x x x x X x
Cori x x x x x x x x
Fred x x x x x X X
Jeff x x x x X X X
Derek x x x x X X
Rob x x x x x x x X
Doug x x x x X X
Bob x x x x x x x X
John x x x x
Chris x x x X x x x x x x X
Mark x x X
Serge x x x x x x x x x X X X
Glenn x x x x X X
Andy x x x x x x X x X
Jim x x x x x X
Peter x x x x x X
Emi x x x X
Easkey x x x x x X X X
Ted x x x x x x X X
Rabbit x X x x x x X
Sean x x x x x X
Shaun x x x x x x X
Greg x X
Jess X
Total 7 1 6 4 5 7 2 11 15 18 9 9 6 11 5 3 5 5 2 6 1 4 6 8 7 10 x 3
General Themes
Resources
Green leverage
Systems
Technology
Reflexivity
Leadership
Evolution
Stewardship
Conservation
Behavioural change
Responsibility
Celebrity
Global/local
Contested spaces
Grilled Cheese
Activism
Governance
Anti capitalist
Solutions Academic
Leadership
Media
Themes
condensed
into
chapters
Sector Sustainability Position
Industry • Increasing prominence of Sustainability principles
• Beyond Greenwash
• Industry innovators setting standards driving competition
• Increased Interaction with non industry partners ( ie
Sustainable Surf)
Non Governmental
Organisations/ Non
Profits
• Volume – a rapid increase in
• Engaging with multiple dimensions of sustainability
• Sophisticated
Media • Main stream infiltration
• Change in perception – No more stoner bum
• Still needs to be more work done
Government • Willingness to engage
• Five of book contributors engaging at the highest political
level with heads of state
• Engagement with local governments and municipalities
Analysis discussed in ‘Surfing and Sustainability’
4. Surfing and Sustainability (2018)
Routledge
Theoretical Foundation – Socio Technical Transitions
Literature
Multi – Level Perspective
Five distinct but interrelated Case Studies
1. Greening the Surf Industry Sustainable Surf
2. From FireWire to NevHouse
3. Surf Activism: Politics from the outside in and the inside out
4. Forecasting the Future – A digital Surfing Ecosystem
5. Artificiality - Reconfiguring Nature and the Olympics
Socio Technical Transitions
The Multi Level Perspective
Case Study 1: Sustainable Surf
Transforming the Market
Market infiltration and
transformation
Engagement with key
Stakeholders
Opportunities and Barriers for
transitions to sustainability
SS Programmes
Waste to Waves
Eco- board Certification
Deep Blue Life
Deep Blue Surf events
Methods
Interviews
Participant Observation
Surveys
Case Study 2: From Firewire to
Nevhouse
Tensions between global mass
production and extended supply chains
and local production
Scaling from surfboards to global
solutions
Homes from recycled plastic
Bali/PNG/ Vanuatu
46000 units for Tuvalu
20000 Bali
Poverty Alleviation
Remove plastic's from ocean and landfill
Developing a systems model on change
– opportunities and barriers
NEVHOUSE ANIMATION
Hurricane Pam
March 2015
Case Study 3: Forecasting the Future –
A digital Ecosystem
MagicSeaweed
Interviews and participant
observation
User data on trends and
attitudes
One of the largest surf
forecasting sites in the world
2 millions users per month
Evolved to include broader
content -
videos/pics/commentary
Digital Ecosystem: World’s Largest Online Action Sports Media
and Ecommerce Platform
Update with MSW
World’s leading online
action sports media and
ecommerce platform
Linking every aspect of the
surf, snow and skate action
sports lifestyle, from
impression to purchase
Community of +6 million
action sports enthusiasts
utilising the platform weekly
Independent global partner
for premium action sports
brands
750 Brands / 50000 Products
Research Questions
1. How is the group
embedding
sustainability into its
operations
2. How can the group with
its extensive network
and reach promote/
Lead sustainability
Interviews with staff
Online Survey to all 750
brands
Baselining sustainability
operations
Case Study 4: Surf Activism
Surfing and environmental
activism an evolving
agenda
This case study focuses on
Surfers Against Sewage.
Interviews with the
founder and current CEO
Inter- organisational
Competition
Case Study 5: Reinventing Eden
The Eden Project -
Proposed wave pool
How are they integrating
sustainability
Perceptions of Nature
artificiality
The Wave (Bristol)
Surf Snowdonia
Barriers and Opportunities for conducting surf related
research
Barriers Opportunities
Disparate and fractured knowledge base Surfers and non surfers want to talk about
Sustainability
Multidisciplinary Multidisciplinary
Stigma International and local opportunities
Resources and Funding The time is right
Institutional Scepticism Surfing enables collaboration amongst
multiple and disparate group
Plymouth Sustainability and Surfing
Research Group
Multi Disciplinary
60 affiliated researchers in 12 countries
34 affiliated partners
Multiple Knowledge Transfer Partnerships
Communicating Impact to a wider Audience
Social Media
Twitter: pssrg1
Facebook: pssrg1
Blog: Huffington Post
Plymouth Sustainability and Surfing
Research group

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Gold coastkeynote

  • 2. Sustainable Surfing March 2017 Published Last Week First Academic Book in the Field
  • 3. June 2015 University of Plymouth Press Most Successful Title Raised Awareness Established a NEED for a greater understanding of the issues Exposed a gap in the knowledge base Led directly to proposal being submitted to Routledge Gold Coast plays a central role BEGINNINGS
  • 4. Sustainable Surfing Book Structure Section 1. Surfing and Sustainability in a Risk Society Section 2. A Systems Approach Section 3. Technology, Industry , and Sustainability Section 4. Informing Policy Domains Section 5. Reconceptualising Sustainable Surf Spaces Section 6. Synergies and Connections
  • 5. Section 1: Sustainable Development, Surfing and Risk – Gregory Borne • Establish a relationship between Surfing and Sustainability Reviewers of the book proposal explicitly asked to see a balance of theoretical debate, policy relevance and empirical investigation • Sketch out an overarching theoretical proposition • Overview of surfing literature • Overall Rational for the book
  • 6. Surfers and the Wave Stoke and Affect. Describing waves, relating surfers to waves including skill levels, surfboard types, manoeuvres performed, surfability Surf History Co-evolving historical narrative Tourism Impacts of surf tourism on local communities the character or value of surf tourism Transportation – carbon footprint Economics Surfonomics Economic and non economic value of surf breaks, The blue economy The circular economy Sociology Sociological aspects of surfing including surfing culture, social protocols at surfing breaks, gender and surfing, localism Industry Governance, Industry growth and transition, surfing equipment, technology, merchandise, marketing, clothing, surfing films and magazines and clothing Coastal Management Coastal management theory, protecting surf breaks, recreational coastal amenities, environmental impact assessments, surfers and coastal use conflict, examples of impacts on surfing breaks Sport Management Theories of sport management, governance and practice.
  • 7. Risk Society and Sustainable Development Surfing Explore the relationship between humanity and the Environment • Surfing as an activity is innately connected to nature through engagement with the ocean. • Historical narrative of exploitation, domination, imperialism, liberation ? • Potential reintegration of sustainability discourse and practice Challenge notions of progress, science and rationality • Embedded knowledge, loss of spirituality, cultural and subcultural dynamics • Hybridity. Wave knowledge – local knowledges Open up the boundaries between the global and the local • Surfing’s proliferation globally has impacts on multiple level scales economically, environmentally, socially, politically, culturally • Surfing as community • Impact of Web 2.0 on global local boundaries Explore new forms of political and governance structures both above and below the nation state • Multiple and expanding surf organisations that sit outside and inside convention political system • The interaction of multiple organisations on a cross sectoral basis Cross sector governance dynamic Inter-generational equity and the incompatibility of geological and political time-scapes Protecting waves for future generations Surf sites
  • 8. Section 2: A Systems Approach 1 Chapter 1. Surf Resource System Boundaries -Steve Martin and Danny O’Brien
  • 9. Surf Resource System Boundaries -Steve Martin and Danny O’Brien “A ‘system boundary’ is a theoretical concept in environmental science representing the intersecting and interrelated human and physical elements in the natural world at a given site” A full systems approach Enhance the understanding of coastal systems, community and sustainability Promotes a multidisciplinary approach Physical dimensions Surfing habitat Surfing Reserves Interdependence of Stakeholders “Sustainable surf site policy and management must attend to various local ecosystems as a range of complex, diverse yet integrated components with essential linkages spanning people, places, and impacts on a vulnerable resource base consisting not only of the water, waves, reefs, and coastal morphology, but also of the coastal users as stakeholders, local infrastructure, and economy.”
  • 10. Section 3: Technology, Industry , and Sustainability 3 chapters 1. The technological epoch of surfing, its implications and impacts and the potential for sustainability to theme the next epoch – Leon Mach 2. Towards more sustainable business practices in surf industry clusters – Anne Gerke 3.Surfboard Manufacturing Technologies Sustainability and the Surfboard - Chris Gibson and Andy Warren
  • 11. 1.The technological epoch of surfing, its implications and impacts and the potential for sustainability to theme the next epoch - Leon Mack Technology, Environment and Society Framework (TES) Focus on 4 main components 1.Physical 2.Climatology 3.internet communication technology 4.Artificial surfing. Chapter asks the Questions: What technological dimensions categorize the technological era of surfing? Who or what is guiding technological progress and towards what ends? Is there evidence that surf culture is shifting towards a sustainability era?
  • 12. 2. Towards more sustainable business practices in surf industry clusters – Anne Gerke “The joint practice of surfing while being sometimes employed by direct competitors creates social links between employees across different cluster organisations via sport” Development of the French surf industry in the Aquitaine regions Impacts on the local industry dynamic Industry Governance - EuroSima
  • 13. 3. Surfboard Manufacturing Technologies Sustainability and the Surfboard - Chris Gibson and Andy Warren …. it is therefore important at one level to consider surfboards within a wider network of surf apparel and equipment manufacture with a complex host of environmental and labour issues, spread across many countries”. How – and where – are surfboards made? Environmental Issues and Regulation Environmental Health Impacts New materials and possibilities Subcultural origins and economic constraints
  • 14. Section 4: Informing Policy Domains 3 Chapters 1. Surfing Voices in Coastal Management: Gold Coast Surf Management Plan Dan Ware, Neil Lazarow and Rob Hales 2. International Surfing Activism -Rob Hales, Neil Lazarow and Dan Ware 3. Hedonic pricing and strategies for ensuring local value from surf driven coastal exploitation - Jason Scorse and Trent Hodges
  • 15. 2. Surfers and Public Sphere Protest Protecting Surfing Environments - Rob Hales, Dan Ware and Neil Lazarow “Historically, surfers have resisted development in order to maintain wave breaks as common property, ensure beach access to the coastline and limit the impact of land-based activities that effect the beach and surf break environment.” Public Sphere Protest Enclosure and Externalization of the commons Cruise Ship development - Gold Coast
  • 16. 1. Surfing Voices in Coastal Management: Gold Coast Surf Management Plan, a case study - Dan Ware, Neil Lazarow and Rob Hales “…surfing reserves provide an important political foothold by which these conversations are able to develop. In the case of the Gold Coast, they also draw attention to surfing resources in a more systematic manner, rather than on a beach by beach or break by break scale.” Multiple Stream Theory Gold Coast Surf City Management Plan Surfing Capital Gold Coast World Surfing Reserve….
  • 17. 3. The Non Market Value of surfing - Jason Scorse and Trent Hodges Surfonomics Non use value of Surfing Contingent Value Method Consumer Surplus –Travel cost method Hedonomic Price Method “To date, no study has yet been published on the non-use value of surfing. Such research would include the existence value people hold from simply knowing that surfing resources are being protected (even if they don’t use them directly), the option value of preserving a surf location for future use, or the bequest value of being able to pass surfing resources down to future generations” Natural Capital Ecosystem services valuation Increasingly important in policy domains UK 25 year Plan
  • 18. Section 5: Reconceptualising Sustainable Surf Spaces 5 Chapters 1. Localism and Opportunity or Barrier to achieving Sustainability – Lindsay Usher 2. Spot X: Surfing, remote destinations and sustaining wilderness surfing experiences – Mark Orams 3. Surfing: A Ritual with a Consequence – Jon Anderson 4. Culture, meaning and sustainability in surfing - Neil Lazarow and Rebecca Olive- 5. Nirvanification in the age of simulated surfing environments – Jess Pontng
  • 19. 1.Localism and Opportunity or Barrier to achieving Sustainability – Lindsay Usher Localism and Sustainability Positive and negative aspects of localism Nicaragua and Costa Rica ‘While localism may challenge the economic sustainability of surfing, sustaining the local surf culture and local surfing space are important for surf communities. Positive forms of localism should outshine this phenomena which is known as the dark side of surfing. By encouraging positive manifestations of localism and discouraging the negative ones, surfers can work towards a more sustainable form of surfing’
  • 20. “The irony of the focus on exploring and discovering new surfing destinations is that in doing so these explorers can unintentionally become the genesis of the very experience and outcome they detest and are seeking to escape” Spot X Wilderness Tourism development models The benefits of designated wilderness areas for both environmental conservation and in terms of the opportunities for quality recreation experiences have long been advocated (Hendee et al., 1978). In particular, research has identified the value of wilderness experiences for self- sufficiency, skill acquisition, self-confidence, personal resilience, mental health, social interaction and relationships and awareness of and support for nature 2.Spot X: Surfing, remote destinations and sustaining wilderness surfing experiences – Mark Orams
  • 21. 3.Surfing: A Ritual with a Consequence - Jon Anderson “It is questionable whether the external consequences of these identity practices are reflected on in-depth within the culture and it is with this problematic that the language and practice of sustainability must engage” Indonesia Chasing Utopia The Surfing Ritual A place that cannot be Sustainability the Individual Surfer and Beyond Politics of Pragmatism
  • 22. 4. Culture, Meaning and Sustainability in Surfing - Neil Lazarow and Rebecca Olive Empirical evidence Feminist cultural Studies “Drawing on this data, our ambition in this chapter is to take a closer look at key aspects of the contemporary surfing world – culture (lived experience and media), meaning, place and sustainability” ‘… contributes to the growing number of voices critiquing established understandings of surf history and hierarchies as well as the powerful role traditional media and industry have in identifying surfing culture identity’
  • 23. 5. Simulating Nirvana: Surf parks, surfing spaces, and sustainability – Jess Ponting History of Surf Parks Social and Political landscape of factors influencing Surf Park Development Nirvanification and designer surfing spaces Threats Beyond Nirvanic Myth 1. perfect waves a. distort time and remove the importance of place b. vital for creation of an aspirational lifestyle development c. variable for different user groups 2 guaranteed wave count (wave frequency) 3 cushioned adventure: building a sense of exploration, freedom and adventure into the experience while providing reassuring levels of safety service 4. authenticity from a social/cultural perspective 5. the setting: preferably impressive in terms of either natural surroundings or built design 6. accessibility (cost and distance).
  • 24. Section Six: Synergies and connection Synergies and Connections – Gregory Borne Overview Contextualise between chapters and beyond Relate to broader debates on sustainability Reengage with observations on sustainability and Risk Society
  • 25. Conclusion What has the book achieved? 1.Introduces and advances theory 2. Highlight methodological innovation 3. Presents new empirical work Draws together disparate research areas Established a new research field Thankyou to all contributing authors
  • 26. What's Next? Surfing and Sustainability, Routledge 2018 Sustainable Stoke serialisation for charity in partnership with Surfers Against Sewage Sustainable Stoke 2: The Next Wave University of Plymouth press, 2019
  • 28. Plymouth Sustainability and Surfing Research Group Multi Disciplinary 60 affiliated researchers in 12 countries 34 affiliated partners Multiple Knowledge Transfer Partnerships Communicating Impact to a wider Audience Social Media Twitter: pssrg1 Facebook: pssrg1 Blog: Huffington Post
  • 30. Surfing and Sustainability Routledge March 2018 Gregory Borne Gregory.borne@plymouth.ac.uk
  • 32. Introduction 1. Foundational Research 2. Sustainability and Surfing Research Overview 3. Creating Sustainable Stoke, University of Plymouth Press, 2015 4. Surfing and Sustainability, Routledge, 2018 5.Plymouth Sustainability and Surfing Research Group
  • 33. Sustainable Development/ Sustainability Development that meets the needs of current generations without compromising the ability of future generations to meet their own needs (Brundtland 1987- Our Common Future) Sustainable Development provides a way of accommodating complexity • About holistic approach • About making connections • About considering environmental, social and economic dimensions • About the Global and the Local
  • 34. 1. Foundational Research Discourses of sustainable development at the United Nation (2002-2006) Discourses sustainable development town and Parish Councils (2006 -2010)
  • 36. 2. Surfing and Sustainability Research Overview (2011 -) What does sustainability mean in the Surfing World ? Began late in 2011 with a google search and an email
  • 37. Research Time line Date Destination Methods Description February 2012 San Clemenente – Initial exploratory trip after contact with Sustainable Surf (see chapter 5) Exploratory Participant observation Ethnography Initial Contact with Sustainable Surf Initial exploratory trip to San Clemente June 2012 San Clemente – Follow up trip with Sustainable Surf – Participant Observation Interviews Fly on the wall observation as SS developed partnerships I also conducted a series of interviews Site visit October 2012 San Clemente Interviews Participant observation Interviews with stakeholders March 2013 Coolengata, Gold Coast Australia – Global Surf City Conference Participant observation Informal interview Assess state of Knowledge First Gold Coast Surf City Conference – Multiple references to sustainable development interaction of stakeholder’s August 2013 San Diego - San Diego State University Discourse Analysis Deconstruct Sustainable Stoke Manuscripts Structure – Themes – connections September 2014 San Diego Editing and finalising sustainable stoke September 2015 Sustainable Stoke Conference: Participant observation Coevolution of knowledge Dissemination and foundation for further research New wave of knowledge
  • 38. Methodology Opening up the tool box of methods Ethnography – Deep Immersion Discourse Analysis Interviews Participant observation Surveys Personal sustainability narratives Led to Publication of Sustainable Stoke
  • 40. Research Process Elicit perspectives of leaders and opinion formers within the surfing world on a multi-sectoral basis Mult-sectoral Industry Government Media NGO Celebrity Science Governance
  • 41. 45 Sustainability and Surfing Narratives
  • 42. THEMES Susresourc Greenevent Greenwash Pub/PriPart Systems Tech Rreflexivity Leadership Evolution Stewardship Cons/behav Responsibilit y Celebrity Global/Local ContestedSp GrilledChees Activism Governance mateChange Polyout Polyin Anti-Capitalis Solutions Academic Industry NGO Media Other Mal x x x Tony x x x x X X x Scott x x x x x X X x Emma x x x x x X x Cori x x x x x x x x Fred x x x x x X X Jeff x x x x X X X Derek x x x x X X Rob x x x x x x x X Doug x x x x X X Bob x x x x x x x X John x x x x Chris x x x X x x x x x x X Mark x x X Serge x x x x x x x x x X X X Glenn x x x x X X Andy x x x x x x X x X Jim x x x x x X Peter x x x x x X Emi x x x X Easkey x x x x x X X X Ted x x x x x x X X Rabbit x X x x x x X Sean x x x x x X Shaun x x x x x x X Greg x X Jess X Total 7 1 6 4 5 7 2 11 15 18 9 9 6 11 5 3 5 5 2 6 1 4 6 8 7 10 x 3 General Themes Resources Green leverage Systems Technology Reflexivity Leadership Evolution Stewardship Conservation Behavioural change Responsibility Celebrity Global/local Contested spaces Grilled Cheese Activism Governance Anti capitalist Solutions Academic Leadership Media
  • 44. Sector Sustainability Position Industry • Increasing prominence of Sustainability principles • Beyond Greenwash • Industry innovators setting standards driving competition • Increased Interaction with non industry partners ( ie Sustainable Surf) Non Governmental Organisations/ Non Profits • Volume – a rapid increase in • Engaging with multiple dimensions of sustainability • Sophisticated Media • Main stream infiltration • Change in perception – No more stoner bum • Still needs to be more work done Government • Willingness to engage • Five of book contributors engaging at the highest political level with heads of state • Engagement with local governments and municipalities Analysis discussed in ‘Surfing and Sustainability’
  • 45. 4. Surfing and Sustainability (2018) Routledge Theoretical Foundation – Socio Technical Transitions Literature Multi – Level Perspective Five distinct but interrelated Case Studies 1. Greening the Surf Industry Sustainable Surf 2. From FireWire to NevHouse 3. Surf Activism: Politics from the outside in and the inside out 4. Forecasting the Future – A digital Surfing Ecosystem 5. Artificiality - Reconfiguring Nature and the Olympics
  • 46. Socio Technical Transitions The Multi Level Perspective
  • 47. Case Study 1: Sustainable Surf Transforming the Market Market infiltration and transformation Engagement with key Stakeholders Opportunities and Barriers for transitions to sustainability SS Programmes Waste to Waves Eco- board Certification Deep Blue Life Deep Blue Surf events Methods Interviews Participant Observation Surveys
  • 48. Case Study 2: From Firewire to Nevhouse Tensions between global mass production and extended supply chains and local production Scaling from surfboards to global solutions Homes from recycled plastic Bali/PNG/ Vanuatu 46000 units for Tuvalu 20000 Bali Poverty Alleviation Remove plastic's from ocean and landfill Developing a systems model on change – opportunities and barriers NEVHOUSE ANIMATION Hurricane Pam March 2015
  • 49. Case Study 3: Forecasting the Future – A digital Ecosystem MagicSeaweed Interviews and participant observation User data on trends and attitudes One of the largest surf forecasting sites in the world 2 millions users per month Evolved to include broader content - videos/pics/commentary
  • 50. Digital Ecosystem: World’s Largest Online Action Sports Media and Ecommerce Platform Update with MSW World’s leading online action sports media and ecommerce platform Linking every aspect of the surf, snow and skate action sports lifestyle, from impression to purchase Community of +6 million action sports enthusiasts utilising the platform weekly Independent global partner for premium action sports brands 750 Brands / 50000 Products Research Questions 1. How is the group embedding sustainability into its operations 2. How can the group with its extensive network and reach promote/ Lead sustainability Interviews with staff Online Survey to all 750 brands Baselining sustainability operations
  • 51. Case Study 4: Surf Activism Surfing and environmental activism an evolving agenda This case study focuses on Surfers Against Sewage. Interviews with the founder and current CEO Inter- organisational Competition
  • 52. Case Study 5: Reinventing Eden The Eden Project - Proposed wave pool How are they integrating sustainability Perceptions of Nature artificiality The Wave (Bristol) Surf Snowdonia
  • 53. Barriers and Opportunities for conducting surf related research Barriers Opportunities Disparate and fractured knowledge base Surfers and non surfers want to talk about Sustainability Multidisciplinary Multidisciplinary Stigma International and local opportunities Resources and Funding The time is right Institutional Scepticism Surfing enables collaboration amongst multiple and disparate group
  • 54. Plymouth Sustainability and Surfing Research Group Multi Disciplinary 60 affiliated researchers in 12 countries 34 affiliated partners Multiple Knowledge Transfer Partnerships Communicating Impact to a wider Audience Social Media Twitter: pssrg1 Facebook: pssrg1 Blog: Huffington Post
  • 55. Plymouth Sustainability and Surfing Research group

Editor's Notes

  1. If you are interested in exploring the research an international cross sectoral group has emerged around this – ill just briefly show you this. The group has over 50 affiliated researchers globally it has over 30 cross sectoral partners including
  2. In case you just simply cant believe that there's surf in the UK – and a lot of people I speak outside of the UK are surprised - here's a couple of photos of both of Challaborough and Bantham. Challaborough here on the left with an amazing sun set – and Bantham with what was about a double overhead swell – a shot I took in March. But living on the coast and having the opportunity and access to the surf from an early age is only really part of the story
  3. It is a Privilege and an honour to be able to speak to everyone today – There is no way I could have imagined three years ago that I would be standing here today giving the key note speech – In fact I couldn’t have imagined 8 weeks ago that id be standing here talking to you because I had no idea that Jess was planning on basing the conference around the book until I received an email invited me to attend – so no real pressure there on the first week of the academic term , my wife first week back after a years maternity leave and my second daughters first day at nursery. Thanks Jess But its actually very fitting that the conference is based on the book because, and whilst there was a glimmer in my eye of it – it was actually book actually conceived the day after the life the day after the 2012 equivalent of this conference. Its strange really, because I have to confess that I haven't actually looked at the book since I submitted the final manuscript at the end of April – The last few months of putting the book together were fraught with problems and I pushed very hard to make sure that it was published on time – sort of – in actuality we moved the publication date 3 time so actually the book is 18 months late – it wasn’t all my fault. But the main reason I haven't been able to pick it up is firstly I'm too worried that ill spot a mistake, secondly I know that revisiting it after any length of time ill want to do things differently and thirdly the world moves on and things change – a lot has happened in surfing since April and sure enough as ive reread the book the contributions and Jess and myself our assessment of that contributor have said there are things that I would have done very differently- But that is the nature of the world and that is the nature of knowledge – nothing is static what we know today we unknown tomorrow and relearn in a years time. I see that as a strength – though from a personal point of view – I find it very difficult to make a decision – about anything as I change my mind constantly. But at the same time I am even more excited about what we have achieved – I have been working with issues that relate to sustainability for a long time and I don’t know of another situation where so many people from different backgrounds have come together Meeting everyone that is in the book, been involved with it , advised on it has been a real priveledge – some of whom are in the room today and some of whom you are going to hear form during the course of the conference Obviously everyone has a copy of the book Center for Surf research is giving them away for free. Actually these books are printed and distributed in a facility only 10 minutes from my house in Plymouth so they have travelled the same distance that I have to be here with you today – But hopefully you wont be sending them back Introduce myself – what surfing means to me I'm the new boy on the block here and im from a country that where I still get asked the question – so there's surf in the UK – well yes there is quite a lot – were a small island bounded by the Atlantic, the English channel and the North sea
  4. What I want to do is outline the research that ive been involved with over the past three years – the first real substantive output of this is going to be next year in a monograph with routledge next year – what I want to do is just map out what it is im doing and the relationship between the theoretical perspective that im currently working on and the relationship with the multiple multiple empirical cae studies that im working with
  5. OK thats enough of that im going to move onto the process behind the book which was very organic and a little bit unorthodox – if I'm honest at the beginning we weren't sure where to start – we knew that we wanted to engage with people that represented different aspects of surfing, at different levels in different countries. When we started out we planned to include between 10 and 15 contributions, this is a pretty standard number for any edited book – But we soon realised that actually that wasn’t going to be enough and wouldn’t really give us a picture of what sustainability might mean in the surfing world. The number eventually grew to over 40 and we were overwhelmed with the response we received from people with very busy lives giving up valuable time to write there thoughts down, and share their ideas. But 40 different contributions brings with it its own specific set of editorial issues. What we didn’t want was just a collection of pieces without structure and without any sort of central narrative. So once we had the majority of the pieces we treated all the contributions as a single data set and began the process of finding patterns, themes and developing a structures. Whilst there's a lot of software out there that can help to organise data – draw out the themes -create nodes and diagrams. We opted for the high tech option. A very big wall, a hell of a lot of post it notes and multi-coloured magic markers. For two weeks be essentially turned the condo I was staying in into a an analytical and editing laboratory -
  6. As well as the wall of post its yielding the book structure we also draw out themes and made a number of connections between then. This almost ended up I the book
  7. This is a very interesting visualisation of the multilevel perspective which provides a framework for understanding how potentially disruptive technologies can successfully catalyse change in the broader social context It actually quite a simple concept so let me briefly outline this The multi level perspective has three levels on the vertical axis. And there is time along the horizontal axis At the highest level you have the socio technical landscape – these are long term embedded trends and embedded patterns – you could say that issues such as climate change resource depletion and overpopulation represent landscape level issues The second level is called the Socio – Technical Regime – this is essentially all those elements that we understand as modern society, Industry, Policy, Culture, Science and technology. The regime level is described as being ‘dynamically stable’ over time – but and very importantly here – with the right set of conditions it can be disrupted The lowest level is that of the technological niche. These smaller arrows represent innovative technologies - and what the diagram suggests is that any one of or a collection of these innovations can create disruptive change to the broader societal structures and become permanently embedded to change the world around us. This then is disruptive change And what's really important here Is to understand what opportunities and barriers exist for innovations to actually create change in the long run and become disruptive I hope that makes sense
  8. If you are interested in exploring the research an international cross sectoral group has emerged around this – ill just briefly show you this. The group has over 50 affiliated researchers globally it has over 30 cross sectoral partners including