NMMM Data Economic impact v2 (1)

THE CONTRIBUTION OF LIFESTYLE SPORTS TOWARDS SOCIO-ECONOMIC
DEVELOPMENT AND SUSTAINABLE TOURISM
M E D I A M A R K E T I N G M A N A G E M E N T
S I N C E 1 9 8 7

THE GROWTH OF LIFESTYLE SPORTS
Lifestyle sports such as surfing, skateboarding and snowboarding
have now firmly entrenched themselves in the threads of international
societies. While participation in mainstream sports has experienced
decline in recent years, action sports, or lifestyle sports, have shown
to be a high growth sector of the sport industry globally. It is
estimated that over 250 million people participate in lifestyle sports
worldwide.
Lifestyle sports attract growing numbers of participants who enjoy the
adventure-driven excitement that these sports represent. The culture
and demographics of the participants, as well as the highly
competitive corporate interests in marketing and sponsorship, have
contributed to the rapid growth of board sports.
In association, this popularity has largely been driven by the undying
interest of hardcore participants, the international popularity of
professional action sport athletes, and the inclusion of snowboarding
and other action sports disciplines in the Olympics. Furthermore,
widespread exposure to events like the X-games and Street League
Skateboarding by broadcast channels has helped with the global
popularity surge, especially in the younger generations.
The following page introduces a few of the most important events to
happen in action sports which have contributed to the global interest
in the culture.
DEVELOPMENT AND SUSTAINABLE TOURISM M E D I A M A R K E T I N G M A N A G E M E N T

THE RISING POPULARITY OF ACTION SPORTS
1995
1997
1999
2000
2001
2002
2005
2006
2008
2010
2013 2020
2014
First X Games held
in Rhode Island
Action sports tour
created
Tony Hawk’s Pro
Skater video game
is released
First Action Sports &
Music Awards held
in L.A.
Dew Action Sports
Pro Tour is launched
attracting 230K
attendees at 5 stops
BMX racing makes
Olympics debuting
in Beijing
X-Games activates
international stops
including Brazil,
Spain and Germany.
Anticipated date for
skateboarding to
debut in the official
Olympic Games in
Tokyo, Japan
First Winter X
Games held in
California
Gravity Tour starts in
California
Tony Hawk’s
Gigantic Skatepark
Tour is launched
Touchstone Pictures
& ESPN produce
Ultimate X Movie
Winter X Games
sets attendance
record with over
77K fans over 4
days
Street League
Skateboarding (SLs)
is launched
Skateboarding
debutes at the
Youth Olympic
Games in Nanjing,
China

Society is undergoing constant change, of which lifestyle choices
have become more prevalent than ever. Social science reports
suggest that experience-driven opportunities greatly outweigh the
sense of elation found in a material purchase. For example, statistics
suggest that a healthy majority of people would rather go on a
vacation or participate in a unique activity than purchase a new couch
or buy a pair of shoes for the equivalent price. Further to the point,
reports states that apparently "a $20,000 increase in spending on
leisure or lifestyle experiences was roughly equivalent to the
happiness boost one gets from marriage, adding that spending on
recreational and leisure activities appeared to make people less lonely
and increases their interactions with others."
Being as it may, these human behavior patterns based around
lifestyle, sport and leisure trends have contributed greatly to the
socio-economic growth of those communities who have consistently
and strategically offered the greatest value to society in terms of
experience-driven privileges, of which the statistics on the following
page highlight this reality:
SOCIAL TRENDS, BEHAVIORS AND PREFERENCES EXPERIENTIAL TOURISM

THE STATS ARE
INCREDIBLE!
OVER
1000
WATER PARKS IN NORTH AMERICA
97 MILLION
1,400
300
ESTIMATED ATTENDEES IN NORTH AMERICAN
WATER PARKS IN 2010. AVERAGE GROWTH OF 3-5% PER YEAR.
JUST IN NORTH
AMERICA
AND MORE THAN 600 AROUND THE WORLD
321,900,000PEOPLE VISITED
THEME PARKS IN 2011
121,400,000
VISITED
WALT DISNEY
PARKS AND RESORTS
IN 2011 ALONE
1,000SKI RESORTS
WORLDWIDE
MILLION60PEOPLE VISITED
A SKI RESORT IN
THE U.S. IN 2011
UP TO:
$350KMEMBERSHIP FEE
ANNUAL FEES
THAT REACH
$15K
ROUGHLY
4,400
PRIVATE COUNTRY
CLUBS IN THE U.S.
(GOLF, TENNIS, SWIMMING)
270,000
TENNIS COURTS
IN THE U.S.
150,000 of these courts are considered
a 'value add' at either a a hotel, an apartment
complex, a residential area, or at a community
activities complex.
18,514GOLF COURSES
IN THE U.S.
$5MILLION
TO BUILD AN
AVERAGE GOLF COURSE
(NOT INCLUDING THE PRICE
OF THE PROPERTY WHICH IS
APPROXIMATELY 180 ACRES
OF USABLE LAND)
12,000CAMP FACILITIES
HOSTING 8MILLION KIDS PER YEAR
76%
OF‘MIDDLECLASS’TRAVELFOR
LEISUREPURPOSESEACHYEAR
ANAVERAGEU.S.FAMILYOFFOURWILLSPEND
ONAVACATIONATLEASTTWICEAYEAR$4,000

Accepting the lucrative nature of the leisure industry
in general, surfing is one of the fastest growing
sports on the planet, contributing billions to the
economy. Surf schools and surf camps draw
hundreds of thousands of people into surfing each
year. The number of surfers has risen from 26 million
to 35 million in the last ten years, despite the fact
that many surfers do not have the luxury of living
near surf breaks, and must travel long distances in
order to surf.
However, since natural surf spots are limited, they
become overcrowded which is leading to tensions,
frustration and high accident risk. Still, many surfers
can only casually enjoy the sport since nature rarely
delivers good weather and descent wave conditions.
. . . and even when conditions are perfect, people
are not always able to act on the opportunity due to
travel time, inconveniences and other geographical
restraints. The solution is the creation of wave pools
tailored to surfing in order to free the sport from its
coastal constraints and provide a facility that can be
enjoyed by kids, beginners, families and surf pros all
within the one user-friendly environment.
Decades of R&D has been invested into creating the
high-performance and sustainable wave pools; and
in accordance to the experts, the Webber Wave Pool
technology is leading the charge. To service this
growing market, the Webber Wave Pool offers:
a. High quality waves all day, every day
b. Many waves at the one facility
c. Control over wave shape (beginner to expert) and
ability to supply both types at same time
d. Low energy cost per wave
e. High degree of scaleability in wave size and
number to suit many business models (eg water
parks, surf stadiums, developments).
f. A new form of competition that the audience will
understand (eg. Identical waves on tap negates the
gamble of nature and the grey area in the previous
criteria).
g. An opportunity for brands to connect with
customers on various levels.
h. Ability to accommodate multiple surfers at once
THE FUTURE OF SURFING

Community parks have long been recognized as
major contributors to the physical and aesthetic
quality of urban neighborhoods. Parks also contribute
significantly to the social wealth of the community by
providing a facility for the community to socialize and
engage. In correlation, a broader view of parks has
recently been emerging. This new view goes well
beyond the traditional value of parks as just a place
of recreation and visual assets to communities, and
focuses on how policymakers, practitioners, and the
public can begin to think about parks as valuable
contributors to larger urban policy objectives, such as
job opportunities, youth development, public health,
and community building.
The connection between urban parks and
neighborhood quality is receiving renewed attention
from community developers as they strive to make
their neighborhoods more attractive and economically
valuable. A recent survey for Community Development
Corporations (CDCs)—which were once focused
largely on housing and commercial development
activities—reveals that about 40% of CDCs now
invest in open-space programs, and that this activity
area is undergoing the most rapid expansion. This
finding should be no surprise. CDCs respond to their
communities, and given the shift in lifestyle choices,
communities’ priority is often more community space.
An ongoing study by the Trust for Public Land shows
that over the past decade, voter approval rates for bond
measures to acquire, develop and/or expand parks and
mixed-use community facilities exceeds 75%. Clearly,
the majority of the public views parks as an essential
priority for government and private spending due to the
following reasons:
• Parks are a tangible reflection of the quality of life in a
community. They provide identity for citizens, and
recreation services are often cited as one of the most
important factors in surveys of how livable
communities are.
• Parks improve the local tax base and increase
property values.
• Access to parks and recreation opportunities has
been strongly linked to reductions in crime and to
reduced juvenile delinquency.
• According to studies by the Centers for Disease
Control and Prevention, creating, improving and
promoting places to be physically active can improve
individual and community health and result in a 25%
increase of residents who exercise at least three
times per week.
• Parks and protected public lands are proven to
improve water quality, protect groundwater, prevent
flooding, improve the quality of the air we breathe,
provide vegetative buffers to development, produce
habitat for wildlife, and provide a place for children and
families to connect with nature and recreate outdoors
together.
• Parks provide gathering places for families and social
groups, as well as for individuals of all ages and economic
status, regardless of their ability to pay for access.
• Parks and recreation programs provide places for health and
well-being that are accessible by persons of all ages and
abilities, especially to those with disabilities.
• Research by the Project on Human Development indicates
that community involvement in neighborhood parks is
associated with lower levels of crime and vandalism
• Parks have a value to communities that transcend the
amount of dollars invested or the revenues gained from fees.
Parks provide a sense of public pride and cohesion to every
community.
Communities developed around the lifestyle sports ethos are
destined to attract residents and tourists, enabling a
sustainable future!
THE IMPORTANCE OF HAVING A SAFE AND WELL-MAINTAINED COMMUNITY PARK

YOUTH DEVELOPMENT VIA ACTION SPORTS
In correlation to the commercial value board sports offer,
youth development is also a fundamental value proposition
of action / lifestyle sports as the culture introduces a prime
platform for experiential learning -- a philosophy and
methodology in which educators purposefully engage with
students in direct experience and focused reflection in
order to increase knowledge, develop skills, and clarify
values. Teaching through experience as opposed to
"preaching" has proven to be effective across across all
races, genders, cultures and socioeconomic districts. As
such, stewardships and youth development programs that
leverage what kids are most interested in (i.e. board
sports) as opposed to trying to teach by preaching has
proven to be an exceptional tool to accomplish the
following:
1. Increase self-confidence and self-confidence
domains such as independence, self-efficacy and
self-understanding.
2. Enhance psychological well being.
3. Increase ability to overcome challenges
4. Positively impact on leadership competencies
5. Enhance decision making skills, general problem
solving competencies and personal achievements
6. Increase personality dimensions such as
assertiveness, emotional stability, achievement
motivation, internal focus of control, maturity, and
reductions in aggression and neurosis.
7. Improve mental strength and interpersonal
dimensions such as social competence,
co-operation and inter-personal communication
skills.
When you move beyond these outdated stereotypes, it
becomes clear that facilities like skateparks which are
created to support those who have an interest in board
sports provide a vital space for people to stay active and
be a part of a unique community. In countless cities
around the world, well-built skateparks and wave pools
have proven to be valuable community assets with
tremendous benefits. Instead of viewing skateboarding as
a negative problem that needs to be solved, these
forward-thinking communities have found ways to
embrace skateboarding and the broader action sports
culture. Given the participation rates, facilities that
accommodate for board-sport enthusiast have become
one of the most effective conduits to cultivate youth
development due to the high number of people who
participate in skateboarding and surfing!

*The following pages introduce a few conceptual
developments.

The expectation is that this presentation will lead to questions around the
opportunities introduced. It is our wish to establish a committee to discuss
strategies in an effort to enable China to capitalize on these opportunities.
As a committee, our primary objectives would be:
1. Prepare reports and continue to conduct research to educate
respective stakeholders on the value of lifestyle sports and the
capacity to boost socio-economic value via the induction of board
sport facilities and initiatives;
2. Design programs and engineer activations that responsibly
promote youth development, social wealth, environmental
awareness, and economic expansion in China, and;
3. Design and build facilities that encourage participation and
maturation.
We hope you find value in the presented opportunities. We look forward to
hearing your thoughts.
Notwithstanding, we appreciate your time, attention and interest.
Sincere regards,
John Nielsen from The Action Sports Agency.
GOING FORWARD
S I N C E 1 9 8 7

S I N C E 1 9 8 7

NMMM Data Economic impact v2 (1)

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