The Surfrider Foundation's programs are focused on protecting coastal environments and surfing culture through several key initiatives. The World Surfing Reserves program aims to dedicate protected coastal areas to preserve surf breaks and their surrounding communities. The Endangered Waves program works to prevent threats to iconic surf spots. Surfonomics conducts economic valuation studies to demonstrate the monetary value of surfing areas. Overall, the programs have seen successes but also face challenges in areas like funding, capacity, and ensuring long-term impacts and community engagement. The discussion focused on strategies to address these challenges over the next year, including improving selection criteria, increasing dedicated resources, and expanding partnerships.

1. STW Programs
Nick Mucha, Environmental and Programs Director

2. Why are we all here, anyways?
M&E
Economic
Valuation
Stewardship
Planning Process
Threat Matrix
Selection Criteria
Capacity Building
Conceptual
Models
Travel Cost
Method

3. “Where waves are valued and surfing
becomes a tool for the long term protection
and preservation of special coastal places,
and the communities and living things that
depend upon them”
Protected Areas
• WSR
• Past WSRs
• SC
• Ericeira
• Huanchaco
• Todos
• Pta Lobos
• Bali
Economics
• Surfonomic
s
• Bali
• Huanchaco
• Pichilemu
Direct Action
• EW
• Passive
• Active
• Branded
Campaigns
• Wavesheds
• Unidos
HOW?

4. 2013: Killed it!
• Huanchaco WSR dedicated
• Unveiled WSR Stewardship Planning
Process – Peru, Baja, Chile
• Stopped coastal dumping in Buenos Aires
• Built engaged and highly-collaborative
LSC‟s.
• Launched 4 Endangered Wave campaigns
• Completed 1 Surfonomics study
• Initiated 2 additinal Surfonomics studies
• Lauched 3rd year of Unidos – new and
improved!
• Refined internal processes for delivering
programs
• Approved Lobos and Uluwatu
2014: ________
• More efficient success
• Outsmart challenges
• Ask the hard questions!

5. World Surfing Reserves
Where are we now and where are we going?
Nick Mucha, Environmental and Programs Director

6. In this session we will:
1. Take a look at the current state of WSR’s.
2. Evaluate current successes and challenges.
3. Discuss how to improve the WSR program.

7. Current WSR Snapshot:
1. Ericiera, Portugal – Dedicated.
2. Malibu, California – Dedicated.
3. Manly Beach, Australia – Dedicated.
4. Santa Cruz, California – Dedicated. Engaged.
5. Huanchaco, Peru – Dedicated. Very engaged.
6. Bahia Todos Santos, Baja – Pending dedication.
Engaged.
7. Punta de Lobos, Chile – Pending dedication. Very
engaged.
8. Uluwatu, Bali – Pending dedication. Engaged.

8. 2013 WSR Program Overview:
Successes:
• Refined planning
process
• Strong community
engagement and
collaboration
• Conservation outomes!!
• 1 new dedicated WSR
• 2 new approved WSRs
• Elevated brand profile
• High impact potential!
Challenges:
• Time and resource intensive
• LSC dependence
• Inactive WSRs
• Governance
• Brand control
• No one-size-fits-all approach
• Unique complexities per site
• Lack of M&E
• Lack of incentives ($, etc)

10. Capacity, collaboration, credit.
Framework, facilitation, follow-through

17. Objective 1:
Improve the natural coastal
environment
Threat 1:
Abundance of trash along the
coast
Cause 1:
Waste disposal along coastline of
adjacent Buenos Aires
municipality
Strategy 1:
Involve the national government
Activity 1: Seek alliances
Outcome:
Create support network of 4+
governmental and non-
governmental alliances to
oppose the waste disposal
practices
Activity 2: Implement existing
laws
Outcome:
Create a report on the applicable
penalties
Activity 3: Conduct a
Surfonomics study
Outcome:
Distribute results to support
network
Strategy 2:
Public education and outreach
Activity 1: Create and maintain a
Facebook page
Outcome:
Generate 50,000 „likes‟
Activity 2: Recruit a
spokesperson to engage the
media and communicate problem
Outcome:
Generate a minimum of 5
featured media pieces exposing
the issue
Strategy 3:
Local beach cleanup campaigns
Activity 1: Solicit municipal
support for beach cleanups
Outcome:
Remove 50,000 pounds of waste
from the Reserve annually
Activity 2: Include the local
surfing community in beach
cleanups
Outcome:
Remove 4,000 pounds of waste
from the Reserve annually
Threat 1:
Loss off native ‟Totorales‟
Cause 1:
Urbanization
Strategy 1:
Convert the regional reserve into
a national reserve
Activity 1: Submit a proposal to
the proper authorities
Outcome:
Become part of national park
registry to have greater protection
against urban encroachment
Objective 2:
Maintain the local traditional
identity and culture
Threat 1:
Less fishermen
Cause 1:
Less profitability
Strategy 1:
Minimize over-fishing
Activity 1: Seek alliances
Outcome:
Create support network of 4+
governmental and non-
governmental alliances to oppose
over fishing
Activity 2: Natural resource
trainings for local fishermen
Outcome:
Train 40+ local fisherman and
increase their appreciation for the
natural resources
Strategy 2:
Improve business practices for
artisanal fishermen
Activity 1: Business
administration workshops
Outcome:
Train 40+ local fisherman and
increase their profits
Cause 2:
New forms of life
Strategy 1:
Revalue and educate the
community
Activity 1: Create „Cultural
Congress‟ of Huanchaco
Outcome:
Avoid a decline in fishing over the
next 20 years.
Activity 2: Include „Caballito de
Totora‟ surfing lessons at local
surf schools
Outcome:
Give 30 local surfers the
experience of riding a „caballito‟
every year.
Activity 3: Sponsor field trips for
fishermen to local cultural sites
Outcome:
Avoid a decline in fishing over the
next 20 years

19. Huanchaco, Peru
Successes:
• Inaugrual planning trip
• Committed and capable LSC
• Strong partners – DGC, Gov‟t
• Buenos Aires campaign
success!
• Stacked programs w/
Surfonomics
• Reserve Manager opportunity
Challenges:
• Improvisation
• Politics
• Maintaining engagement
Anchor Project: Buenos Aires, Aguas Malas
Stop coastal dumping in Buenos Aires

20. Bahia Todos Santos, Baja
Successes:
• Exciting anchor project
• Partner support (Wildcoast,
ProNatura, etc)
• Planning process trip in June
• Tie in with STW Baja Trip
Challenges:
• Weak LSC commitment
• Leadership issues
• Size of WSR
• Scare Mexican funding opps.
Anchor Project: San Miguel Waveshed
Establish first State Park in Northern Baja

21. Punta de Lobos, Chile
Successes:
• Ramon Navarro is a badass
• Planning process more evolved
• Engaged and capable LSC
• Key partners – Gov‟t, NGO‟s,
etc.
• High visibility within Chile
• Favorable momentum!
• Achieved regulatory
intervention
• Stacked programs
w/Surfonomics + Unidos
• Dedicated funding
Challenges:
• Politics
• Complex strategies
• Brand and campaign control
• Funding for Lobos?
Anchor Project: Lobos Para Todos
Protect Punta de Lobos from development

22. Uluwatu, Bali
Successes:
• Key partners (CI, PCU, etc)
• Field visit by Nik
• High profile wave
• Stacked programs
w/Surfonomics
(Great job, Justin!)
• Opportunity to re-engage Justin
Challenges:
• Fragmented LSC
• Regional and national politics
• Complex strategies
• Stalled momentum
• Funding
Anchor Project: TBD
WSR tie into MMA?

23. Santa Cruz, CA
Successes:
• Walking the talk in our backyard
• Reinvigorated LSC
• Strong local network
• Key Partners (Gov‟t, NGOs,
etc)
• Niche impact opportunity
Challenges:
• Local perceptions
• Funding
• Staff bandwidth
• Providing substantive value
Anchor Project: Clean Cowells
Resolve Cowell’s WQ issues

24. GOALS:
- Consistent and efficient implementation of stewardship plans,
including highly visible Anchor Project victories.
OBJECTIVES:
- $5,000 increase in direct project funding per WSR
- Salaried Reserve Manager at each WSR
- Min. one branded Anchor Project success story
- Update selection criteria and make „approved‟ status revokable
STRATEGIES:
- Increased funding to support stewardship plans
- Improved local capacity for program delivery
- Focus on „Anchor Project‟ per WSR, with branded campaign.
- Partner with highly mobilized LSC‟s.
Discussion: Where do we want to see WSR in 1 year?

25. Individual donors: Grow individual donor base by
engaging people intimate with new program
locations/issues.
Grants: Increase grant funding by identifying new
sources, new program areas, new partners for
programs.
Membership: Engage new supporters in new
communities through exposure to our programs.
WSR Trips: Package one-of-a-kind trips to WSRs
Resource Requirements and Funding

26. Metrics for Success
Currently – use # of WSR‟s to measure our outputs.
How do we define success? How can we measure it?
Discussion: Where do we want to see WSR in 1 year?

27. Open Discussion: Key Questions
1) Quality vs Quantity? How many a year?
1) How can we tweak our selection process to ensure
success?
3) How to improve branding and awareness of program? Brand
it alone or as STW program?
4) Who are the new partners/funders we need to engage to
scale the program?
5) Where does sea level change factor in?

28. Endangered Waves
Where are we now and where are we going?
Nick Mucha, Environmental and Programs Director

29. In this session we will:
1. Overview of Endangered Wave program.
2. Review new Endangered Wave tools
3. Discuss how to improve the Endangered Wave
program.

30. 2013 Campaigns:
1. Punta Colorada, Oaxaca, Mexico
2. Ruggles, Rhode Island, US
3. Bastion Point, Victoria, Aus
4. Kirra, Gold Coast, Aus
Currently Under Review:
1. Shackleford Banks, NC
2. Ponta Preta, Cape Verde

31. 2013 Endangered Waves Program Overview:
Successes:
• Ruggles, Kirra, Punta
Colorada spared (for now!)
• Refined threat assessment
criteria and intake process
• Collaboration with Surfrider
on Global Wave Protection
Report
• Bastion Point article
Challenges:
• Inherent disadvantages
(geography, sources,
urgency!)
• Difficult to verify threats –
when to jump in the ring?
• STW disconnected from
locations/players
• Limited ownership of
success

32. Endangered Wave Campaign Identification
Initial Contact Made
Report a Wave
Direct Contact
STW Initiated
STW response
requesting diagnostic
information
(Gavin / 3 Days)
No Response
Response Provided
STW staff reviews
information against
threat criteria
(Nick / Week 1)
STW staff does
additional research,
communication to
clarify threat
situation
(Nick / Week 2)
STW staff identifies
Endangered Wave
Strategy – requests
Board approval if
Full Campaign
selected
(Nick / Week 2)
Strategy 1: Passive Campaign
Acknowledgment Letter sent to principal advocates
Wave Saver Toolkit provided
Strategy 2: Active Campaign
Endangered Wave page created on STW website
STW social media support
Draft/Distribute press release
Letters of Support provided
Strategic campaign planning support
Strategy 3: Branded Campaign
Active Campaign actions, plus:
STW short documentary film produced
Documentary film included in STW Film Festival
Onsite visit and advocacy tour (resource contingent)
Creation of campaign specific branded collateral
Develop STW campaign Task Force
Host webinar to share campaign with global advocates

33. GOALS:
- Improve efficiency and efficacy of campaigns
- Improve efficacy of and access to STW tools
OBJECTIVES:
-At least 2 campaign successes will be achieved and
attributable to new criteria and response template.
- At least 1 branded campaign will be launched (need
contingent).
- Initiate development of new mapping tool in 2014.
STRATEGIES:
- Implement new intake process and campaign
framework.
- Develop STW program mapping tool to visually
Discussion: Where do we want to see EW in 1 year?

34. Resource Requirements & Funding Strategies
Discussion: Where do we want to see EW in 1 year?
Individual donors: Grow individual donor base by
engaging people intimate with new program locations.
Membership: engage new supporters in new
communities through exposure to our programs.
Grants: Google Grants to develop mapping tools.

35. Discussion: Where do we want to see EW in 1 year?
Metrics for Success
Currently – use # EW‟s and „victory stories‟ to
measure our outputs.
How do we define success? How can we measure
it?

36. Discussion: Where do we want to see EW in 1 year?
•How to overcome challenges that limit our
impact?
•What is the right mix of proactive vs reactive
campaigns?
•Ideas for streamlining intake and response
process?
• Who are the funders/partners this appeals to?

37. Surfonomics
Where are we now and where are we going?
Nick Mucha, Environmental and Programs Director

38. In this session we will:
1. Overview of Surfonomics program.
2. Review successes and challenges for 2013 studies.
3. Discuss how to improve the Surfonomics program.

39. 2013 Surfonomics Studies
1. Uluwatu, Bali - Complete
2. Huanchaco, Peru – Ongoing until August 2014
3. Pichilemu, Chile – Ongoing until April 2014
Surfonomics Pipleline
1. Bahia Todos Santos, Baja California
2. Santa Cruz, CA
„JPW – Tunnel vision in
Bali”

40. 2013 Surfonomics Program Overview:
Successes:
• Created fellowship program
through CBE
• Launched three Surfonomics
studies
• Completed one Surfonomics
study
• Justin‟s mullet and stache in
Bali.
• Stacked programming with
WSR
• Growing demand
Challenges:
• Need dedicated personnel
and/or volunteers to
conduct surveys
• Reliance on partners for
data scrubbing and
analysis
• Growing demand
• Snakebites

41. GOALS:
- Conduct efficient and robust Surfonomics studies in each new
WSR.
- Improve visibility of Surfonomics program.
- Expand Surfonomics‟ global reach.
OBJECTIVES:
- Select next 2 WSR‟s with Surfonomics commitment confirmed.
- Develop targeted distribution plan for Bali, Chile, and Peru
Surfonomics studies.
- Initial Surfonomics capacity building plan outlined and presented to
Board.
STRATEGIES:
- Include commitment to Surfonomics in WSR selection criteria.
- New Surfonomics results widely distributed to yield increased
Where do we want to see Surfonomics in 1 year?

42. Resource Requirements & Funding Strategies
Discussion:
Where do we want to see Surfonomics in 1 year?
Individual donors: Grow individual donor base by
engaging people intimate with new program
locations.
Grants: Increase grant funging by expanding by
identifying new sources, new program areas,
new partners for programs.

43. Metrics for Success: Outputs and Outcomes
Discussion:
Where do we want to see Surfonomics in 1 year?
Currently – use # studies to quantify impact.
How do we define success? How can we measure
it?

44. Open Discussion
•How do we improve org capacity to deliver
Surfonomics studies?
• How can we make this more accessible and de-
centralized while retaining ownership?
•Who are the funders this appeals to?
•How can refine methodologies to become „Gold
Standard‟ in valuation studies?

45. Endangered Waves
Where are we now and where are we going?
Nick Mucha, Environmental and Programs Director

46. In this session we will:
1. Take a look at the Waveshed Program.
2. Evaluate current successes and challenges.
3. Discuss how to improve the Waveshed Program.

47. 2013 Waveshed Program Snapshot:
Successes:
• UPAL deliverables improved
• Increased funding for 2014
campaign
• New opportunities (San Mig, SC)
Challenges:
• Uncertain program identity

48. Programs: Closing Thoughts
• What are your fired up about?
•Where are we falling short?
•How can we work together to accomplish these goals?