"You don't have to be a surfer to love BeachGrit!"
The Surf Ranch Pro in Lemoore, California couldn’t be any closer and excitement crackles in the bovine-scented air. Athletes and sports fans from around the world will soon descend upon the small agricultural town some 120 odd miles from the nearest beach. They will meet at the Tachi Palace, a largish hotel and casino, order whiskey sodas from one of the two bars which will be served in delicate plastic cups, whistle though their teeth at the marvel.
At the future of professional surfing.
Surf Ranch, just down the street and around the corner from the Palace, represents the hopes and dreams of so many with its patented plow technology and secretly contoured bottom. With its control tower where buttons blink and an operator trained in the fine arts of pleasure presses them to create waves out of nothing. Out of simple agricultural run-off.
It is a technological marvel and I oftentimes wonder what the locals, living nearby, think of it. Are they thrilled to possess land and double-wide trailer homes within spiting distance of the future of professional surfing or do they feel ignored? Locked out and confused by this behemoth that moved into town under the banner World Surf League?
Well BeachGrit, as you know, is a place for the people, all people, for locals and sports fans alike, and the Sydney bureau came up with a plan on how to reach everyone coming to Lemoore with our benevolent message.
I wasn’t there for the brainstorm between Derek Rielly and James Prier but can recall exactly what I was drinking when the text message came through.
“We are getting a billboard between the Tachi Palace and the Surf Ranch itself.”
A billboard.
And I poured myself another vodka coconut water as the sheer genius washed over me. Of course, a billboard, and in this future, in this day and age of technological marvels sometime the simplest tool is the most effective. A note handwritten. A record played on turntable.
But what would our billboard declare?
After some back and forth it was decided.
“You don’t have to be a surfer to love BeachGrit.”
And a photograph of the World Surf League’s brave Chief-Marketing-Officer Beth Greve, enjoying a day at the beach with her surfboard fins inserted backwards.
Yes, you don’t have to be a surfer to love BeachGrit. You can be a cow farmer, a kid who lives with salt in her hair, Kelly Slater, a satanist or a progressive CMO trying new and wonderfully different methods.
We are a big, beautiful family stretching from sea to shining sea and the lands in between. All those driving from the Tachi Palace to the Surf Ranch itself will be warmed, I think, by this message of inclusivity.
By this great embrace.
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Great! Thanks for sharing this post. The U.S, A new billboard campaign was started in where billboards themselves completely went out of light. I like this post.
What Is A Trap House
Or a surf journalist.
Professional Surfing: A speck of dust on a gnat’s ass!
Genius.
Don’t go pulling ‘race’ on us. Even in jest. Shit’s shitty enough as it is.
Love you, Chas and Freckles!!! Brilliant… as always. I was just commenting about Beach Grit and you two chaps today! Thank heavens for your smart brains and the lack of hesitation to spell out your thoughts!
This is a fantastic idea. You guys are funny, smart, witty, and barrel.
I don’t know which I love more, the billboard with backwards fins Beth, or vodka with coconut water. The latter was on the rocks, right?
Of course… until the ice runs out.
Sheer Brilliance
Was hating all things surf after reading Bruce’s mis adventure. Now back in love.. Well played gentlemen, well played..
hashtag (or what ever it is you crazy kids are doing these days)
“only a farmer knows the feeling”
“life is better in flannel”
“my sister said she’d leave me if I went surfing, gosh I’ll miss her”
“93245” bumper stickers.
“My brother’s my dad” neck tatt
a strong attraction to your cousin and a set of truck nuts.
spiting distance and and spitting distance are approximately the same thing. about the width of a coffee table.
BG Lemoore live surf cam: https://uploads.disquscdn.c…
Hosted by the Lemoore Surfing Club.
Forecast provided by Surfline (Official WSL Partner)
Wind: Shit
Swell: Shit
Long term Outlook: Shit
Drainage ditches and water storage – excellent for sup.
spelling is optional around here. you’ll get used to it.
You’re right but I do love spiting distance!
WSL were playing checkers when Beach Grit were playing chess.
1D chess.
Listen buddy, Chas has some standards to uphold ‘round here… editing ain’t one of them.
Exactly.
It was the 4th vodka coco that got him.
This just gave me a boner.
Checkmate.