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Hawaii Alliance for Marketing Professionals & Students has released its independent economic impact study on the 2010 Vans Triple Crown of Surfing. The study reports that the winter big wave surf series held on Oahu’s North Shore generated $20.9 million in spending, up more than $6 million from the previous study conducted in 2006.


The Vans Triple Crown of Surfing is the premier series of surfing events and the grand finale of the Association of Surfing Professionals world tour each year. It is held at three North Shore surf venues (Haleiwa, Sunset Beach, Pipeline) during the period of November 12 through December 20, with 12 actual days of surfing competition required.

“The Vans Triple Crown of Surfing is a treasure for Hawaii’s tourism industry, particularly for Oahu’s North Shore,” said Lenard Huff, Professor of Marketing, BYUH.

“Our study took a two-pronged approach: the traditional economic impact study that estimates the net spending, both direct and indirect, that is generated from participants of the Triple Crown; and the less measurable, but equally important contributions that the Triple Crown makes to Hawaii’s image and brand. Not only does the Vans Triple Crown add to Hawaii’s economy, but it also provides global exposure of the best that Hawaii has to offer.”

Randy Rarick has been involved with the Triple Crown of Surfing since it began in 1983, then under the direction of former world champion surfer Fred Hemmings. He has seen it grow from a “bullhorn and card table” operation to a world class sporting event that is quintessentially Hawaiian.

A winning combination for the State of Hawaii

“Surfing today is a global industry and the Vans Triple Crown of Surfing is recognized as the showcase of the sport,” said Rarick, who directs the series today. “We’ve come a long way over the past 30 years and surfing has infiltrated every echelon of society.

“Today, Oahu’s North Shore is recognized as the Mecca of the sport, whether you’re a surf enthusiast or not. To see the world’s best surfers ride the world’s most famous big waves, in the birthplace of the sport, is a memory of Hawaii that people carry with them for life.”

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