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I Just Couldn’t Help It
 
Location: BlogsSean O'Brien's Blog    
Posted by: Sean Obrien 4/17/2008


I just couldn’t help it.

Michael Brooke, publisher of Concrete Wave magazine,
lifted my coverage (photos and all) of the IASC Skate Summit from this site and posted it on silverfishlongboarding.com.

Okay, that’s not my favorite thing in the world, but it’s not a biggie either. Really. (Linking the content would have been a-okay though … )

Anyway, it caught my attention. But it was what people were saying about the IASC Skate Summit on that site that really caught my eye. And before I knew it, I was down in
message board trenches, offering to “shed some light” on the meeting. "After all," I thought, "I was there and maybe people would be more interested in what was really discussed than speculating on what they thought was said." Well, it seemed like a bright idea at the time. 

I should back up for a second. Concrete Wave is an excellent magazine that covers a wide variety of skate disciplines, but has really found its niche in the longboarding, vert, and slalom markets—disciplines that are pretty much ignored by many skaters and most of the larger skate companies. They are disciplines that the larger skate mags shun as well. But it’s really a healthy niche, one that’s growing and one that has a dedicated, knowledgeable, and passionate following. But it’s a niche, by definition a “specialized market.”

And to be completely honest, I have never been nor probably ever will be a skater. So by definition I’m a poseur, a clueless rube, an outsider who doesn’t get it.

But damn if I don’t find Brooke’s site fascinating anyway. The intense passion—anger even—his message-board community has over where skateboarding seems to be heading, and who’s steering the ship, makes for a thought-provoking read. And even when it sometimes veers into
Sherry Shriner territory, well, that's interesting too.

I first tuned in to these rumblings back in December 2006 during the whole blank deck brouhaha and subsequent “Under Fire” supplement that TransWorld Business (my magazine at the time) helped IASC put together. But that’s another story. The point is, even then there seemed to be this skate culture war brewing just barely under the surface.

At least, that’s what some would have you believe. In fact, some say it’s nothing less than the IASC companies wanting to keep the whole skate market for themselves, of there being some unified front to keep all forms of skating except street skating hidden in the back room like some grotesque, deranged uncle that everyone’s ashamed of. There seems to be this fear that skateboarding has somehow
sold out or is in danger of doing so.

As Forrest Gump would say, “Now, I don’t know anything about that.”

In fact, I found the IASC summit invigorating in that there seemed to be so much on the table for discussion. Are skate parks good or bad for the sport? Depends on who you talked to. Do industry leaders want to make skateboarding more parent and elected-official friendly or present it as the punk-n-dirty activity most adults and cops cast a jaundiced eye at? The opinion was split.

Far from being a unified front, a shadow government of guys in grey suits with sales charts and Machiavellian plans, it seemed a stew of opinion. It was a discussion certainly broad enough to include the likes of Brooke and some of his ardent supporters.

Which (finally) brings me to my point: for next year’s summit—and I do so hope it occurs again—guys like Brooke should be among the first invited.

From an outsider’s perspective, and really that’s all I have to offer here, it would be way more valuable to have all parts of the market talking to each other—and getting the real story about what each other is up to—than to play this guessing game. Seems to me everyone has a role in keeping the market healthy and moving forward, even if we don’t always agree with each other.

I welcome your comments.

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Re: I Just Couldn’t Help It    By Jeff Harbaugh on 4/17/2008
You know, the reason I got involved in action sports in the first place (well, aside from the fact that I needed a job) was that I liked the passion and endless optimism of the people involved. I still do, but one of the things I’ve said over the years now more times than I count is, “Don’t let your passion, your commitment, keep you from running your business right or you won’t be around.<br><br>Michael Brooke’s blog talks about their being room for all kinds of skateboarding. Of course there is. He talks about the IASC based industry having a form of myopia. He suggests that these IASC based companies are making a mistake by not embracing other pieces of skating. As an industry, that’s certainly true. But as individual companies it may not be.<br><br>Remember when Reef tried to make and sell skate shoes in the U.S.? Everybody sort of went “Huh?” The only guy who skated at the whole company worked in the warehouse. Do you think that to be accepting of other forms of skating Blitz, just to use an example, should come out with a Baker branded long board? Well, that would be accepting as hell, but it might crater the brand. What is good for that amorphous thing called “the industry” is one thing. That is not necessarily the same as what is good for individual companies.<br><br>We run into this conflict whenever we try and talk about what “the industry” should do about things like distribution and margins. The answer? Nothing. Only individual companies and competitive pressures will change those things, and not necessarily the way the industry wants. In some way Michael’s blog falls into a bit of the same trap the IASC companies fall into. They confuse the good of the industry with the good of the companies. Ain’t necessarily the same thing. <br><br>Maybe where he’s ahead of the rest of the industry though is that he recognizes that the goal has to be to give the consumers what they want and to be accepting of whatever that is. But that’s a little easier for him than for other industry companies because that’s the basis of his whole program.<br><br>But I’m disappointed that he wasn’t invited to the summit. What a great discussion there would have been and I always learn something when people disagree.<br>

Re: I Just Couldn’t Help It    By rawls on 4/18/2008
"just to use an example, should come out with a Baker branded long board? "<br><br>Thats completely missing the point. The point is that 100 companies are offering essentially the same standardized equipment, and have been for 15 years. There is so much duplication and cookie cutter manufacturing in the mainstream sector of the market, that skateboards are no longer the bread winner, rather its support equipment. The consumers of this support equipment aren't even skaters.<br><br>All these questions about how to fix skateboarding coming out of this mainstream market think the problem is the consumer or the skater. The problem is neither. The problem is that the mainstream consumer is moving on and the market is not bracing for it.<br><br>The Harley exec talked about understanding the market, while all the IASC support nodded and said hmmmm. Does the mainstream market and the IASC truly know who their customer base is? Does the mainstream market even know there is a world of skateboarding that is based on the activity of skateboarding, not on fashion, peer trends, and looking like something your not?<br><br>The whole point is not that Baker doesn't carry a longboard. The whole point is that the mainstream market is crying for help to keep "skateboarding" from dieing, when they themselves are not about skateboarding, but rather about maintaining the status quo of a market that is built around low cost manufacturing to maximize profits in a saturated market, and looking to other avenues to carry the market. In other words how can we milk this cash cow further. They need to open their eyes. Where is skateboarding going? skateboarding is broadening back up to an earlier time. ITs getting back to the ride, not the look. This is not a "bang the drum for longboarding" scenario. This is about the ride, whether its street, vert, banks, racing, cruising, etc, etc. Jump in and enjoy it, dont keep milking a market that isn't even being carry by skaters. Explore whats out there.

Re: I Just Couldn’t Help It    By Rawls, (one more thing) on 4/19/2008
"But I’m disappointed that he (Brooke) wasn’t invited to the summit. What a great discussion there would have been and I always learn something when people disagree"<br><br>There is an obvious reason that Brooke was not invited (they sure know who he is). The IASC and the support companies are interested in maintaining the status quo; keeping hold of the cash cow. The low cost manufacturing/high retail return on the hard goods, the HUGE profitability of soft goods, the bad boy image that the mainstream media has on the teens. If you can keep recycling the same goods with a different appearance year after year, then they can keep the cash cow milking with each new pre-teen that comes on board. This eventually leads to skateboard becoming a commodity, a tool or accessory for the market. What is the market? It is a lifestyle that is befitting this "extreme" namesake. When that occurs, it might as well be cowboy hats. Cowboy hats transform anyone into a cowboy. The more cowboy sounding the name is, the more authentic the consumer is. When the real activity of tending livestock, maintaining the perimeter of the herds, has nothing to do with the cowboy hat market. Actual cowboys that purchase the cowboy hats make up an infinitely small percentage of the total hat market. That the IASC summit discussed is how do they entice more cowboy hat buyers to become real cowboys. They can't, because its not the consumers' want to become a cowboy. They just want to convey the look that they are cowboys. What happens when people quit buying the cowboy hats? DO the cowboys quit buying the hats? In essence, the whole question is about keeping the market going. How do we keep people in cowboy hats? YOU DONT! eventually you have to move on and find some other form of cash cow. In the meantime the real cowboys keep buying hats, just as before. Just the same as the real skaters keep going on just as before. The market is too big, everyone wanted in. 95% just dont understand how things work in the mainstream. <br><br>Brooke, represents the cowboys, not the hat buyers. The cowboy hat market has no need for input from the real cowboys, because it is not interested in getting people to become cowboys. It is interested in maintaining the status quo with the least amount of change to product. They only need to change the product enough to keep it appealing (which will basically focus on appearance), and people will always be wearing clothes. So in essence, maintain the image, and the market is essentially recycleable. This only works for so long. If the market trends recycle every 15-20 years, that does not mean that the market can survive forever if you run the same product base for the duration. What it means is that the upcoming 15-20 year cycle will be a severe drought. SO dont keep preaching this "how do we keep skateboarding from dieing" garbage. Why not tell it like it is and preach "how do we keep the cash cow rolling". Dont even put "skateboarding" in the subject line.

Re: I Just Couldn’t Help It    By Sean O'Brien on 4/21/2008
I understand your point but can’t quite understand what it has to do with Jeff's suggestion that these issues can only be resolved by individual companies- not by the industry.

Re: I Just Couldn’t Help It    By Sean O'Brien on 4/21/2008
But I really like the Cowboy analogy btw

Re: I Just Couldn’t Help It    By Jay Moore on 4/25/2008
So the horse conitnues to be beaten. It is amazing that it is still alive after all the beatings. Goes to show that skateboarders are a breed that make due whatever the climate and trend say. Real skaters, just like the real in any activity/sport, DO NOT CARE about how they are perceived. Therefore they skate for themsleves and the enjoyment it brings. VIVA REAL SKATERS!!!!<br>I have been in this thing called skateboarding for a long time. I grew up in it and continue to grow up in it. As a retailer I develop my opinions with the consumer in mind. My opinions are based in reality. I can have lofty and dreamy thoughts about the way things should be all I want but without the register performing they remain dreams only. Nobody can label the "skateboarder". Niche markets growing and surviving are proof that we can't fully contain skate nor label it completely. Go ahead and try to fabricate a definition and characterization of who and what a skater is. Go ahead and try to turn it into something it is not and those of us who roll on our own terms will continue to look at the presumptuous "industry leaders" and shake our heads in disbelief. At this store we all skate, not just the guy in the backroom. We have an opinion here, we hope skateboarding dies. When it does the malls and chains will lack a few products on the shelf and we wil be here doing what we have done forever, supplying the homogenized popsickle stick decks with the latest graphics right beside the longboards and Old School shapes. It is not a lifestyle it is our life!

Re: I Just Couldn’t Help It    By adam ziegler on 4/25/2008
forget the skateboarding market/business/exploitation model. skateboarding is a sport. it is done for pure enjoyment. skateboarders of all types and styles need to unite and take on the entire "action sports" industry and get the meddling out of our culture and all of you posers should really stop debating us. I skate street, pools, ramps, downhills, rails and whatever, i just ride a freaking skateboard... skateboarding itself is divided into little clicques and thats just life, nothing wrong with segregation since it exists in its most natural state within the core of the culture and will forever be divided by eras, age and generations. period. fucking period.


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