Trade shows are an integral part of the industry. Any industry. At their core, they are about brands meeting and greeting retailers in a structured environment. That’s what it’s all about, isn’t it?
The problem, especially in this decade, has been the disconnect between brands and shops. Not intentional, mind you. COVID was partly to blame, because brands got used to selling direct to consumers and bypassing the shops. Corporate involvement made that disconnect even more pronounced, in my opinion.
Skateboarding and surfing brands were way more grassroots when I was growing up. When given the chance to succeed, the brands grew. When they grew too big, the corporate claws came around. Of course, everyone has an opinion on that. Mine? Let’s just say I’ll keep it to myself because that’s another story. Frank151.com has a story on Wall Street if you want to check it out.
For now, I want to focus on brands and shops reconnecting.
Shops represent their communities. Small business drives your hood just as much as big business. They are the lifeblood of this thing we do. They promote events, video premieres, the local park, and everything in between. Whether you’re looking for a new set of wheels or a new wetsuit, the shops are here.
Many shops have countered the changing landscape by doing their own private-label or shop-only gear, both hard goods and soft goods. It’s understandable. There are so many shops, and brands can’t visit every single one. It’s impossible. But brands, large and small, can communicate better and more often. They can continue building relationships and help promote events.
Don’t get me wrong. Many brands do. But does your favorite brand promote the culture?
Budgets are understandably strained, but it comes down to this: brands must continue to help shops, and shops must stay in contact so everyone is on the same page. And of course, not all corporations are bad. At Carv Expo, Red Bull Skate put on a dope contest for the skaters. Props. They do this for many cultures: B-Boy contests, Moto-X, surfing, and a host of others.
To promote our passions and get everyone connected, that’s where trade shows come in. We really do need them again.
There are several shows getting it done, and for this piece, I’m going to concentrate on Carv Expo. The second edition just wrapped in May, and my man Doug Works has a plan. It’s already bigger than last year, so there is progress.
Yes, the days of excess from ASR and Agenda are long gone. Fun times, definitely, but they’re over. It’s a new era. Doug knows how important it is for brands and shops to connect, and his vision is coming true.
There were some amazing brands at Carv helping push this forward: Volcom, Nixon, DLXSF, Tum Yeto, and more.
Any brands that couldn’t make it need to consider coming next year. Even more shops need to make it happen.
Build. Connect. Prosper.
Hyped to get the invite to attend. Definitely hyped to sit down with Doug.
Yo. Hear him out.
FRANK 151: First off, tell us your name and responsibilities.
Doug Works: Doug Works. I’m the Executive Director of Board Retailers Association. I’m responsible for bringing in supporting vendor partners and helping our retail members lower costs, increase margins, and create more remarkable customer service experiences.
In short, I help our retail members survive and thrive in business.
FRANK 151: Are Board Retailers Association and Carv Expo separate entities, or are they under the same umbrella?
Doug Works: They are separate entities. Board Retailers Association is a non-profit that’s been around for 23 years. Carv Expo is a newer trade show that is filling the void left by ASR.
Carv Expo is organized and run by a group of individuals making really smart decisions and, most importantly, listening to retailers. Especially our retail members and our board of directors.
FRANK 151: How does this year compare to last year?
Doug Works: This year’s Carv Expo is definitely more robust than the previous one. There are more skate vendors.
Last year, it was a “you have to start somewhere” type of situation. The previous Expo happened in the summer because those were really the only dates they could get for their initial show.
Since then, they’ve been able to get tremendous dates. The dates for Carv Expo this year fall between Spring Break and summer, which is ideal timing for most brands and every retailer. It’s just a better time going into summer. Before Memorial Day and after Spring Break is key.
FRANK 151: May got bunched up with the Curb Show the week prior, and Carv Expo and the Skateboarding Hall of Fame happening in the same week. Did that affect brands that couldn’t come out?
Doug Works: I don’t know if I can speak to the Curb Show. I don’t really know that much about that particular show. I know it’s in Las Vegas, and I try to avoid the Las Vegas scene and all of that stuff. From my understanding, it’s connected to a show that’s way different from the industry, at least as far as surf, skate, snow, and other action sports go. It’s almost like a sub-show.
As it relates to the Skateboarding Hall of Fame, I actually believe it’s complementary. I had a great conversation with Don Brown last night about maybe incorporating our Expo with the Hall in some capacity.
We’re actually going up for the induction ceremony after this with George today. We’re going to see Omar Hassan, Bill Danforth, Jeremy Wray, and all those guys get inducted, so we’re super excited about that for sure.
To answer your question, I don’t think it detracts from it. I think it complements it. People attending can do both. Next year, I hope it’s even more coordinated so it can feel like one full experience: coming into town for Carv Expo and also getting the opportunity to attend the Skateboarding Hall of Fame inductions, which is tremendous.
Shout out to Todd Huber.
FRANK 151: Awesome. I understand the Curb Show is moving to March next year. Not sure about the Hall. When will Carv Expo take place next year?
Doug Works: Carv will be right around the same time. May 13th and 14th. They clearly listened to our recommendation of keeping it between Spring Break and summer.
That’s typically when the Skateboarding Hall of Fame happens as well, and I believe the two would be very complementary.
FRANK 151: I believe the need is definitely there to connect with retailers on a more personal level. Anybody can call a shop at any time, but face-to-face feels more valuable. What are your thoughts?
Doug Works: One hundred percent. I get a lot accomplished over the two days, and it’s helpful that this is a two-day show.
Three-day shows are great too. We’re partners with Surf Expo as well, and the show management team is also incredible. Roy Turner, surfer Expo’s SVP is amazing. He’s actually the original founder of Board Retailers Association. We love Roy and we love Surf Expo.
But a two-day show is tremendous. There’s no wasted time, and you make things happen. Having the ability to meet with people in person makes such a huge difference.
I get more done in these two days face-to-face with retailers and brands than I do in a month, sometimes two months, trying to reach people on LinkedIn, email, Zoom, or phone calls.
It’s just way more effective and way better. It creates a real, authentic relationship, as opposed to an almost contrived relationship that you try to push through Zoom, a phone call, or email.
FRANK 151: The contest hosted by Red Bull had a great turnout. Are you going to keep that going?
Doug Works: Yeah, for sure. Red Bull is amazing.
Have you ever noticed that on Red Bull’s Instagram, there aren’t images or videos of cans of Red Bull? It’s all action. It’s skateboarding and all the things we love. They do some really cool events.
They came on board, and it was great. There was ripping skating. Shout out to Branden Reynolds. Man, all those guys pulled jaw-dropping moves. It was a great event, and we’ll definitely see more of that at the next CARV Expo.
The show took a step forward this year by bringing in more skateboard brands. We brought in Tum Yeto, Toy Machine, Pig Wheels, Keen Distribution, and the Limpies guys the rebrand of the old brand. Shout out to Kyle Leeper and all those guys. DLXSF was here, too. Jim Thiebaud, John, and all those guys over there. It’s awesome.
I’m also really pleased with our retailer roundtable panel: Laura from Cowtown, Coco from Surf Diva, Dan Jablons of Retail smart Guys, and of course our BRA chairman, George Leichtweis from Modern Skate & Surf in Detroit. He has a 60,000-square-foot skatepark and event center. He even has a snowboard hill on the side of his building. It’s absolutely epic plus he has been in business for nearly 50 years and continues to be a solid example of fostering community, staying profitable, and doing things right in specialty retail.
So it’s growing on that side of things, and the skate side as well. It’s amazing.
FRANK 151: Any future plans? Music, video releases, or anything else to add to the show?
Doug Works: I can see that being very complementary. Music has always gone hand in hand with skateboarding and trade shows.
I experienced a lot of that growing up in the ’80s and ’90s. I started skating in ’84. Watching Plan B’s Questionable, Blind Video Days, Hocus Pokus, and so many other groundbreaking skate videos before and after shredding. Listening to Primus, Operation Ivy, Pennywise, Bad Religion, and all those different bands.
Like I said, music and skateboarding go hand in hand. So I can definitely see more of that happening.
FRANK 151: ASR was very unique. It was the times back then. Where do you see this show going in the future?
Doug Works: We’re partners with the Carv Expo people, and I see it continuing to grow. We’ve seen exponential growth just between year one and year two.
There were quite a few potential exhibitors that they allowed to walk the show and check it out this time around. The feedback I received from those exhibitors was massively positive.
Every one of them that I spoke to said, “I kind of wish I would have done it this year, but definitely next year.”
FRANK 151: Any last words?
Doug Works: Shout out to Frank151.
I’m really pleased that you guys are capturing this trade show and what we do at Board Retailers Association. Berto, you’re a great journalist, and I really enjoy what you have going. I’ve known you for years, and it’s a great situation to catch up with you on everything.
FRANK151: Always, my friend.
Doug Works: Thank you for the opportunity.
So there you go.
Doug Works is a skate rat at heart, and he cares about skateboarding. He is doing his part to help grow not just this culture, but other cultures that don’t always fall into the mainstream sports landscape.
His point is clear: we need trade shows for these cultures to thrive. Shops and brands with strong relationships will prosper the most.
And I’ll say it again: brands and shops, big or small, please seriously consider participating. I already know next year will be even bigger.
Don’t miss out.
Vamonos.
About Frank151
Frank151 is a culture and creative content platform that showcases art, music, sports, and lifestyle stories from around the world. It’s run by G‑Shock Arts, Culture, a brand known for its collaborations with artists, athletes, and creatives. Be sure to bookmark and visit this outstanding platform regularly via: HOME – Frank151.com
About CARV Expo
CARV Expo is the only West Coast trade show dedicated to surf, skate, bike, outdoor, and coastal lifestyle brands, bringing together retailers, brands, and the action sports community in San Diego.
Purpose and Focus
CARV stands for California Action Retailer + Venture. It was created to fill a gap in the industry after 25 years without a vibrant, centralized event. The show is rooted in Southern California’s surf and skate culture, where the industry began, and is designed to foster authentic connections, product discovery, and community building.
Be sure to mark you calendar for the next CARV Expo, which will happen May 13-14, 2027.
You can email doug@boardretailers.org if you are a retailer or brand that would like to learn more about this remarkable new trade show and be introduced to the resourceful team behind it.
If you are not yet a BRA Retail Member, you can easily opt in to either Regular (no cost) or Distinguished ($100/yr.) Membership via this super simple join form