Regardless of its title, the Vans US Open of Browsing is greater than a surf competitors. The competition, which runs for 9 days in 2022, contains skateboarding and BMX competitions as properly. And since 1959, when the primary West Coast Browsing Championship was held, the US Open of Browsing has grown to develop into the world’s largest motion sports activities competition.
The World Surf League (WSL) has sanctioned the occasion since 2015; earlier than that, when the WSL was nonetheless often known as the Affiliation of Browsing Professionals (ASP), it started working with IMG, US Open of Browsing proprietor and operator, since 2001. Vans got here on because the title sponsor in 2013.
At the moment, feminine executives at every of these firms kind the spine of the occasion. Along with Huntington Seashore, the house of the US Open for six many years, these stakeholders—Cherie Cohen, international chief income officer & advisor at WSL; Jen Lau, vp of motion sports activities occasions at IMG and Carly Gomez, VP of promoting, Americas at Vans—oversee an motion sports activities powerhouse that generated $55.3 million in financial affect in 2018, the final time numbers had been launched. (Earlier than that, direct complete spending generated by the US Open was $21.5 million in 2010.)
It’s no secret that motion sports activities have traditionally been male dominated. Key business stakeholders have made strides in recent times to counteract that reality—the WSL introduced prize cash equality in 2018; browsing, skateboarding and freestyle BMX debuted with equal numbers of women and men within the Tokyo Olympics in 2021; and X Video games and Vans Park Collection have provided equal prize cash to women and men for years.
Regardless of the equitable earnings for feminine athletes, nevertheless, motion sports activities nonetheless retains a heavy male presence—from brokers to executives to model house owners, even to the members of the media who cowl it. So the truth that the three pillars supporting the Vans US Open of Browsing are all high-level govt ladies isn’t any small feat—and so they credit score one another with the occasion’s success.
“Working in an business that was traditionally male dominated, I simply need to cease and acknowledge this second the place now we have three unimaginable feminine executives bringing this wonderful platform to life for all surfers, skaters and BMXers,” Gomez mentioned. “Placing on the Vans US Open of Browsing requires grit, affect, empathy and candor, and I’ve appreciated how every of us has leaned into these virtues to create a powerful partnership for us and our groups. I’m honored to steer alongside Jen and Cherie as we host this occasion for all.”
IMG’s Lau connects the dots between Gomez, representing the title sponsor in Vans, and the WSL, helmed by Cohen as chief income officer.
The WSL, because the governing physique of professional browsing, is chargeable for all features of professional browsing at this occasion—which is a part of the qualification course of for the World Surf League—in addition to all key industrial relationships and the worldwide broadcast.
Because the title sponsor, Vans designs the scope of the occasion, together with the theme—this 12 months, that’s sustainability, which is mirrored in all the pieces from operations to advertising activations and even storytelling by way of the published—website activations, retail expertise and group engagement items.
“Our sustainability objectives had been high of thoughts as we deliberate each facet of this occasion,” Gomez mentioned, citing partnerships with OC Coastkeeper and the Surfrider Basis. “We need to make sure that we go away the situation higher than we discovered it, and to make sure that is the case, now we have a seashore clean-up deliberate for August 11.”
The glue that binds the WSL and Vans is IMG, which ensures that each companions’ visions are executed whereas additionally dealing with authorized, finance, funds, metropolis zoning and allowing. “It is a 365-day-a-year venture,” Lau mentioned. “We begin actually after the occasion ends this 12 months planning for 2023.”
In its fashionable kind, the US Open of Browsing is anchored by browsing, skateboarding, and BMX competitions, in addition to activations on the competition facet that embody on-site surfboard shaping, surf clinics, public skate and BMX periods, and product demos and samples from business manufacturers.
The browsing part is the most important—the truth is, the US Open is the largest browsing competitors on the planet.
Throughout Covid, the WSL fully reformatted and restructured its professional system right into a three-tier format. There are three disciplines in professional browsing: shortboarding consists of the Males’s and Ladies’s Championship Excursions (CT) and the Qualifying Collection (QS), which incorporates the newly fashioned Challenger Collection (CS) occasions, of which the US Open of Browsing is one.
There are additionally the Longboard Championships, the Massive Wave Tour and the XXL Massive Wave Awards.
The US Open of Browsing contains a Males’s CS and a Ladies’s CS occasion, starting with a Spherical of 96 within the former and a Spherical 64 within the latter and crowning a champion within the ultimate. A win is price 10,000 factors towards the CT rankings.
The occasion additionally options the Males’s and Ladies’s Duct Tape Invitational, a longboard competitors that includes a area of 20 males and 20 ladies that’s the second cease on the 2022 Longboard Tour.
The Vans Showdown skateboarding contest is much less about competitors and extra about tradition—actually, it’s referred to as a “pointless contest.” Skaters, together with Workforce Vans professional riders, are awarded for fashion and distinctive strategy versus conventional scored contest runs in a jam session and a money for tips contest.
The US Open can also be house to one of the vital progressive freestyle BMX competitions on the planet. On the Tokyo Video games in 2021, freestyle BMX joined its racing counterpart on the Olympic program, with 9 athletes from eight nations competing within the males’s and girls’s fields.
The Tokyo Video games marked an enormous step ahead for girls’s freestyle BMX, which has only a few pro-level competitions for girls. Freestyle BMX doesn’t have a medal occasion at X Video games (males compete in BMX grime, BMX park and BMX road, in addition to a BMX greatest trick contest). X Video games used to have a ladies’s demo, organized by veteran of the game Nina Buitrago, however that’s been off the schedule in recent times.
The Vans US Open contains a males’s and a ladies’s BMX competitors, the Vans BMX Waffle Cup. The ultimate was held on August 1, with Kevin Peraza taking the boys’s title and Perris Benegas, the ladies’s.
Benegas, 27, was one in every of two ladies who competed in freestyle BMX on the Olympics, ending simply off the rostrum in fourth.
“One thing we’ve championed from the very get-go is equitable competitors,” mentioned Lau. “From prize purse parity on the WSL and dealing with them in our surf competitors through the years to equality for the ladies with the Vans Duct Tape Invitational and the identical for skate and BMX. That chance for equitable place and alternative for competitors has been actually essential for us.”
And the US Open of Browsing is simply as a lot about offering a possibility for spectators to really decide up and check out a brand new sport as it’s to show them to their favourite professional athletes.
“We’re setting the muse for a progress trajectory,” Lau mentioned. “To increase on why the US Open of Browsing is essential, it’s not simply concerning the competitors stage however the alternative for the followers to take part. It may be by way of surf camp or to session in that skate park in BMX and skateboarding. So not solely is it offering that platform for athletes we might already be aware of, however we’re even opening up these venues and offering entry for a normal public. I grew up taking part in conventional workforce sports activities; now you see this new era choosing up a skateboard simply as rapidly.”
A few of these spectators might not go on to compete within the Olympics down the highway—however they might as an alternative find yourself in an govt function like Cohen, Lau or Gomez.
When Lau obtained her begin in motion sports activities at IMG greater than 20 years in the past, she was the one girl within the house—now, she says it’s wonderful to see the evolution and what number of ladies occupy the model house.
“Wanting on the US Open of Browsing and my different two companions which are ladies, it truly is about these alternatives and setting the tone. We scan present the youthful era of females that there’s a spot for them,” Lau mentioned. “That’s one thing motion sports activities was in a position to supply me, that chance inside IMG which is predominantly male dominated with the opposite sports activities we characterize. I used to be in a position to develop and develop the US Open of Browsing. My friends and the opposite two stakeholders as females is nice story for me to inform. I like exposing individuals to what it’s that they do, letting the females of our business know there’s a place for them and their concepts will be heard.”
With browsing, skateboarding and freestyle BMX all on this system for the Paris 2024 Olympics—and Los Angeles 2028 on the horizon—the Vans US Open of Browsing will proceed to progress motion sports activities.
“We’re very excited to be a qualifying physique once more for the 2024 Olympics in France,” Cohen mentioned. “The Tokyo Olympics had been our first Video games, which had been very profitable each from a publicity and consciousness standpoint. Our athletes gained an amazing quantity of publicity popping out of the Video games, then got here again to the CT in January and raised the profile of our sport.”
To wit, Carissa Moore and Italo Ferreira received the primary Olympic gold medals in browsing in July 2021. Then, in September, Moore claimed her fifth WSL CT title. Moore was additionally the one surfer of the 40 who competed within the Video games of Native Hawaiian ancestry, shining a light-weight on how browsing can nonetheless make waves on the subject of range and alternative.
“We’re very excited to even have just a few initiatives on the bottom [at US Open of Surfing] that may assist us invite new younger, numerous athletes to the game, just like the Rising Tides program” Cohen mentioned. This system is a grassroots motion geared toward inspiring younger opponents. “Vans has these initiatives as properly that we’re pleased to assist.”
There’s no query the US Open of Browsing—and now, its feeder initiatives—is the breeding floor for the way forward for browsing. Take Kanoa Igarashi, who primarily grew up at this occasion. In 2016, he was the youngest rookie on the CT; final 12 months, he represented Japan within the Olympics.
Cohen, who was previously senior vp, portfolio gross sales and consumer partnerships at NBCUniversal and senior director, multi-media gross sales at ESPN, says she was excited to work for the WSL for 3 causes. She believed within the momentum and potential of the game, she preferred that the WSL is without doubt one of the few international leagues that operates a males’s and a ladies’s skilled tour—with equal pay—so she may work on each males’s and girls’s sports activities and she or he is worked up concerning the alternative to develop a pipeline of younger, numerous athteles.
“We pay our ladies equally within the jersey and within the workplace—I’m an instance of that,” Cohen mentioned. “Now we have a number of ladies on the C stage. I believe it’s additionally about protection—you’ll see so much about media protection and the dearth of media protection that has held again ladies’s sports activities. We’ve moved to a mannequin the place all our occasions are built-in, which permits us to offer equal protection and be very fluid between males’s and girls’s protection of the game.”
Cohen cites what she calls the “bedrocks” to constructing a longstanding profession: equal pay, equal protection and an funding in growing the following era of athletes.
“If we will get these issues actually proper, then I believe we’ll see the entire issues across the sport—viewership, sponsorship, and extra participation—improve,” she mentioned.
The Vans US Open of Browsing is free to attend and runs by way of August 7, with the Ladies’s and Males’s CS finals, the Vans Duct Tape Invitational finals and the Vans Showdown ultimate. The complete schedule will be discovered on Vans US Open of Browsing’s web site.