2010 marks our 24 th year of producing the Cal Rep Show in Santa Cruz.

I started the show in 1987 while repping Quiksilver in Northern California. My one small duffle bag of boardshorts turned into multiple rolling racks and a two hour presentation and before I knew it driving all over Norcal didn’t make sense.

I decided that if I could get the other top lines at the time, namely, Billabong, Rusty, Rip Curl, Oneill, and a few others together and feed everyone free lunch, it should be worthwhile for all. So far so good.

For a time, I was producing 12 shows per year, 4 in Santa Cruz, 4 in Arizona, 4 in Oregon, and an on-snow demo at Donner Summit that I once got pneumonia during and I didn't even show up. I once produced a show in a tent behind the Waterfront Hilton in Huntington Beach. With reps lined up side by side on both sides of the rectangular tent, it was like walking down the red carpet with reps like paparazzi trying to get the retailers attention. Ron and Bobby from Jacks told me they could never come back as it was too small a venue and created too much pressure for them.

Once I a got a legitimate job in '99 I gave up Arizona, turned the Oregon one over to the locals (now I don't think they let Californians in) and kept the Santa Cruz shows.

The Shows

The biggest shows each year are in September, when reps are pre-booking spring for the next year. Most of the major swim reps from S.Cal attend this show and I assume most of the swim shops in Norcal also attend. A good Spring show is 100 reps and 120 retailers. The next show is summer and usually it's in January. Summer typically has 60-80 reps and 100 retailers. Next show is Fall in mid March. March show has 40-60 reps and 80 retailers. The Holiday show occurs in June or May, whatever my polling reps want. I don’t print a calendar ahead of time because I try to remain flexible to reps ever-changing production calendars.

The the majority of reps attending are from surf and skate companies, and also Jr. swim in September. Most of the reps are multiline. The retailers who attend range from tanning salons, to the best boutiques in SF, to Outdoor stores, Sporting Good Stores, Cruise Ships, Internet businesses, Department stores and most everylegitimatesurf and skate shop in Norcal and Reno.

Complimentary lunch is served at 12:00 and reps and retailers sit down together and get to know each other. The bar opens at 2:00 and in good years some company's will sponsor a keg or nacho's or something. As you know, the bar is also a good place to get to know people. Some times I have to kick people out at 7:00 pm because they won't leave. Often times many of the reps and retailers end up at the Oneill rep's bar for show specials.

The view from the booths is into the line up of Steamers Lane. It's not uncommon for sales managers or other supporting staff to come in late or leave early to catch a few at "the lane".

Actually, there are no "booths" allowed. I don't want the show to be a Marketing competition. Just bring your clothes and sales orders and make appointments.

The Cal Rep Show is also a good first stop to try out a new product on a diverse group of retailers. For $350, you can find out if anyone likes or cares about your new idea or product. If nobody cares, it's a good time to rethink or redesign before dropping your life savings on the national shows.

Although I'm probably the oldest person attending most shows, I enjoy meeting the new reps, designers and entrepreneurs who come to this show excited about their opportunity and ideas for the future.

I've been in the Active Sport business my entire business life. I can't imagine there's any better line of work.

I try to make these shows feel like the best part of our business.