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MUSEUM OF AUSTRALIAN

SURFING HERITAGE

Business Plan December 2019

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INDEX

Statement of Purpose 3

Surf History 3

Entity 4

Directors 4

Location 4

Potential Sites 5

Business Case 7

Funding and Sponsorship 9

Influencers 10

Web Pages and Social Media 10

Surf Museums Throughout the World 10

Potential Exhibits 15

References 16

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Statement of Purpose To record, collect and preserve artefacts, photographs and documents relating to the history and culture of surfboard riding throughout the world but with a primary focus on the history in Australia since the late 1950’s and early 1960’s and in particular NSW. The museum will be a source of knowledge, ideas, stories and memories. It will be developed and managed as a community resource to inspire, educate and inform the community and visitors and to be a focal point for the conservation of the history, heritage and culture of surfboard riding in Australia. The museum will be dedicated to preserving the past, participating in the present and influencing the future of all aspects of the surfing culture worldwide.

Surf History In 1778 Capt James Cook recorded seeing Hawaiians riding surfboards. Men and women of all ages rode boards that came in various shapes and sizes. In Australia the first recorded surfer was Manly local Tommy Walker who was photographed riding a surfboard at Yamba on the NSW north coast in 1911. Locally, in December 1914 Duke Kahanamoku went surfing at Freshwater Beach with local girl Isabel Latham. For many years this was considered to have been the birth of surfboard riding in Australia. Surfing continued as a minor sport until the 1960’s when it became more than a sport, it became a way of life. Surf culture had started to evolve. In 1964 the first World Surfing Championships were held at Manly Beach and our very own Bernard ‘Midget’ Farrelly was crowned world champion. This resulted in a boom in the participation by young men and women. A surfboard manufacturing industry started in Brookvale with Barry Bennett, Gordon Woods, Scott Dillon, Bill Wallace and others leading the way in design and construction of the modern surfboard. Ancillary businesses started like Platts Surf Wear, Surf Dive and Ski retail outlets and Store-a-Board. Motor vehicles like the VW Kombi and the Holden Sandman panel van became synonymous with surfing. Music reflected the influence of surfing on the teenagers of the day with groups such as The Beach Boys dominating the pop charts. Of all the popular cultures of the post war era only surfing has survived and grown and is now an internationally recognised sport to be an exhibition sport at the Tokyo Olympics in 2020. Surf culture includes the people, language, fashion, and lifestyle surrounding the sport of surfing. The history of surfing culture began with the ancient Polynesians who had a richly developed culture. During the 1950s and 1960s surf culture began to flourish and evolve. It has since grown to impact music, fashion, literature, film, art, and youth jargon. As the culture spreads the number of surfers throughout the world continues to grow. There are approximately 2.5 million recreational surfers in Australia, 420,000 annual surf participants, 107 surf schools and 2,292 accredited surfing coaches. Over 1 in 10 Australians surf as a recreational activity. According to well-established and trusted sources like the International Surfing Association (ISA), the Surf Industry Manufacturer's Association (SIMA), and Surfing Australia, the worldwide surfing population is estimated at between 25 million and 35 million. A Surf Industry Development Report (circa 2009), which was a world first, found $2 billion in activity was attributable to the surfing industry on the Gold Coast, making it the city's third biggest industry. The report estimated the sport generated up to a further $3 billion in output and created 21,760 employment positions paying $1 billion per annum in wages and salaries.

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Entity A public company limited by guarantee will be the entity to operate the museum. The company will be registered as a charity and be able to receive tax deductible donations. The capital will be $100,000 divided into shares of $100.

Directors Brian Dunphy – MD Fresh Strata Started Fresh Strata in 2003 and now employs 10 staff. First company secretary of Harbord Financial Services, the franchisee of the Bendigo Bank Freshwater, and oversaw the public float to establish the community bank. Registered liquidator for over 20 years and director of Freshwater Management, a specialist insolvency management company. LLB from UTS Doug Lees – CEO Surfaid International Experienced CEO and general manager in the action sports industry, with strong background in digital strategy, sales management and the establishment of multi revenue streams. Media, sales and communication professional with a Master of Business Administration (M.B.A.) focused in strategic marketing from UTS NSW. Karen McLean – Solicitor In practice since 1991 and established McLean & Assocs in 2003 specialising in commercial litigation, insolvency and commercial law. Undertakes pro bono work for the Law Society including working with charities. Member on Law Society committees for Business Law and Litigation & Law & Practice. Richard Michell Retired chemical engineer with a keen interest in both the natural environment and local history. Current secretary of the Friends of Dee Why Lagoon and president of Manly Warringah Pittwater Historical Society. Ray Moran Life member and heritage officer of Manly SLSC and museum. Life member of Manly Malibu Long Board Club. Long service member of Yamba SLC. First person to surf Angourie Point. Bill Walker – Chartered Accountant Over 40 years as partner and chartered accountant in Manly & CBD. Current chair of the Commonwealth Games Australia Investment Foundation. Life member and over 20 years as a board member of the International Triathlon Union. Life member and former president and treasurer of Triathlon Australia.

Location A Manly CBD site for the museum would be preferred for the following reasons:

• It is considered the home of surfing having been one of the first locations in Australia for surfing to have taken place in 1914.

• It was the venue for the first world surf championship in 1964.

• It was throughout the 60’s and 70’s considered to be the epicentre of surfboard manufacturing located at Brookvale and immortalised in the documentary “Men of Wood and Foam”

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Potential Sites Pop Up Site As access to a permanent site is difficult to plan it is recommended that a pop-up site be located so that interest and support can start building. It is proposed that a pop-up site be established at the upcoming WSL 10,000 Contest to be held at Manly in March 2020. Unfortunately there are currently no available sites in Manly. Former Manly Marineland West Esplanade Manly

The site is owned by the Roads and Maritime Service. Currently vacant it is to be open to Expressions of Interest in early 2020. I was told that it has 1,500 sq feet of floor area plus a further 4,500 sq feet, which I presume is the fish tank. It has problems with the tanks still in place and full of water which will need to be drained and the space remediated including dealing with the concrete cancer. It is possible that it will be available to the sucessful tenderer in the second half of 2020. Manly Art Gallery and Museum

The site is owned by Northern Beaches Council. It is understood that the curator of the art gallery would like to move to the Manly Town Hall which would then free up the premises. Manly Town Hall

The site is owned by Northern Beaches Council and has recently been the subject of a council public survey of future uses for the building. The understanding coming from council is that the council would prefer to have multiple users.

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Former Ex-Servicemens Club Raglan St, Manly

The site is owned by the NSW Department of Lands. It is currently occupied by Northern Beaches Council. The floor space is approximately 15,000 sq ft over two floors. Council has recently submitted a DA for the ground floor to be occupied by the community services that are currently housed in Wentworth St. Council is currently reviewing its accommodation needs so there is the possibility that the first floor could become available in the medium term. Former East Wing of Manly Hospital

The site is owned by the NSW Department of Health. The entire hospital site is subject to a public Expressions of Interest from community groups being conducted through James Griffin’s office. Floor space will be allocated to successful parties at the conclusion of the process which could take some years to get to a stage of being able to fit out the premises. The Royal Children’s Far West Home

The site is owned by the children’s charity and is subject to a redevelopment proposal. Architects were appointed earlier this year and it is anticipated that a DA will be lodged in about two years’ time. At our meeting with Mike Baird he repeated his previous promise to Ray that he, through the NSW government, had donated $10M to the charity on the basis that the new building would also house a community facility which he considers should be a surf museum. A five-year timeframe to establish a museum would be a minimum.

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1 – 5 Pittwater Rd, Manly

Unknown ownership and current lease position with the two tenants. Location, like the Ex-Servicemen’s Club, is close to the wharf and the beach and therefore easy for tourists to find. My rough estimate is that the floorspace over two floors is 9,000 sq ft. Freshwater ASC

This site is most likely owned by the NSW Lands Department and administered by Northern Beaches Council. The current building must be near on 60 years old and in need of renovation. Given its location at the previously thought to be ‘home of Australian surfing’ and adjacent to the Duke Kahanamoku statute, it offers a serendipity connection to surfing. Although away from the tourist hub of Manly it is on the 139 bus route from Manly Wharf. It is also across the road from the Harbord Diggers which gives it leverage when seeking funding from The Mounties.

Business Case A detailed and final budget cannot be completed until suitable premises have been identified, however, elements of any budget would incorporate some, if not all, of the following: Income

• Admission fee - $5 per adult and unattended teenager and $10 annual admission fee. To increase as exhibits expand.

• Café – sale of drinks and snacks.

• Functions – hire of premises after hours or in a dedicated area using designated caterers. We would hold a liquor licence and run the bar at all functions. Can expect multiple functions each week between September and December and weddings in the summer.

• Art & craft gallery – sale of handcrafted surf orientated art, craft and photographs receiving a 50% commission.

• Interactive electronic devices – using augmented technology. There is already a Teahupo interactive video. There is also a surf simulator at the New Jersey Surf Museum which is very basic but suitable for non-surfers. Have an ability to take off on a simulated 20ft wave.

• Photographs – photo booth set up with a unique collection item such as is possible at Madam Tussards with Layne Beachley.

• Souvenir shop – usual bric-a-brac with emphasis on surfing and Manly at a minimum 100% mark-up.

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• Clothing – shirts, board shorts, hoodies and caps with unique logo with a 200% mark-up.

• Membership – annual fee of $20 to become a friend of the museum with special privileges.

• Sponsorship – primarily corporate giving negotiated commercial rights.

• Commercial partnerships – joining with another local or Sydney entity to provide admission

plus other activities at a combined price. eg Sydney Aquarium, Madame Tussauds and other

tourist locations operated by Merlin Entertainments, National Maritime Museum, admission to museum with surf school lesson.

• Online sales – through a web page.

• Government grants – would look initially for assistance in starting up and then grants as applicable.

• Crowdfunding – use of a crowdfunding site/promoter such as the Australian Sports Foundation. I have spoken to Ryan Holloway from ASF who advised that he is currently working with Surfing Australia on revamping their fundraising activities.

• Fundraising events – dinners, cocktail parties, harbour and beach side events, movie screenings, etc.

• Donations – consider obtaining tax deductible donation status. This is more likely to be a long-term goal, if at all. The installation of donation boxes at the exit would be another small fund raiser.

• Premises hire – for use in TV shows, films, advertisements

• Board shapers in a booth on weekends and school holidays also lecturing on board design and shaping.

• Guided tours – by a volunteer or with headsets.

• School educational material - dealing with weather, ocean science & board design. Have Prof Karl Kruszelnicki as a guest lecturer.

• “Old Guys Rule” coffee morning once a month.

• Use on-site machines to produce souvenirs, photos, win fluffy toys, etc.

Expenses

• The initial and most expensive cost will be the fit out. As to how much this will be cannot be determined until the permanent site has been secured. It will certainly be in the vicinity of $1M+.

• A major factor in part of the fit out will be air conditioning and security.

• Augmented technology will be a significant initial expense but also an important source of revenue

• Major ongoing costs will include insurance, wages for a curator/consultant and staff, rent and electricity.

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Funding and Sponsorship

• The following grants are available: National Cultural Heritage Account Visions of Australia Flying Start Programme Google Grants Audience Development Grant Project Development Grant

• Sponsorship can be organised for the overall museum, for areas and for exhibitions.

• Potential sponsors include: Rip Curl Quicksilver Billabong

Vizsla Hurley Volcom

Roxy RVCA O’Neill

Oakley Surf Dive & Ski Nextmedia(Tracks)

Surfing NSW Northern Beaches Council DestinationNSW

Westpac Commonwealth Bank NAB

ANZ Macquarie Bank Red Bull

Coca Cola Pepsi Balter Brewing Co

Fox Sport Nine Network Channel 7

Network Ten Fairfax Media Sky News

Jeep Hyundai Toyota

Ford Holden VW Australia

Woolworths Coles L J Hooker

Raine & Horne First National Virgin Australia

Air Asia (surfer friendly) Qantas / Jetstar Flight Centre

Webjet Intrepid Travel Expedia Australia

Lend Lease Meriton Apartments Multiplex

Bunnings Warehouse Telstra TPG Telecom

Optus Vodafone Visy Industries

Australia Post BHP Rio Tinto Group

Fortesque Metals Energy Australia AGL Energy

Origin Energy Sydney Water AMP

Cbus Australian Ethical Investment Host Plus

Sun Super Insurance Australia Group Allianz

QBE Bing Lee Harvey Norman

JB Hi-Fi Hoyts Cinemas Sydney Fast Ferry

Mirvac Group Westfield Atlassian

Cashrewards Hotels Combined Hudl

Sanitarium Healthfood Blackmores Swisse

Accor Hotels TFE Hotels AirBnB

Captain Cook Cruises Sydney Ferries Gina Rinehart

Dick Smith Andrew Forrest

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Influencers (in no order)

Shane Stedman Gordon Woods Barry Bennett (confirmed)

Simon Anderson Jack McCoy Geoff McCoy

Damien Hardman Nat Young Layne Beachley

Pam Burridge Tom Carroll Nick Carroll (confirmed)

Dick Hoole (confirmed) Barton Lynch (confirmed) Jack Eden (RIP)

John Morcombe Mike Baird (confirmed) James Griffin

Michael Regan Zali Stegall Joel Parkinson

Mick Fanning Stephanie Gilmour Tyler Wright

Mark Occhilupo Phil Jarrett Gail Cooper

Web Pages & Social Media In order to get widespread exposure and financial support we need to develop our own web page

and social media platform. A logo will also be needed. Christo Hall and Franziska Iseli from Basic

Bananas may be willing to assist. We also need to get mentioned on the following sites:

tracksmag.com.au Lost Manly & the Northern Beaches (F) surfingaustralia.com Manly & Northern Beaches Australia (F) swellnet.com Manly Maniacs (F) surfinglife.com.au Manly People Northern Beaches (F) coastallife.com pacificlongboarder.com realsurf.com manlyaustralia.com eos.com cronullasurfmuseum.com surfrider.org.au stabmag.com surfing-waves.com surfer.com sydney.com museumofsurf.com australiansurftours.com.au visitNSW.com destinationnsw.com.au australia,com/places/new-south-wales sydney.com manlyaustralia.com tripadvisor.com.au hellomanly.com.au Surfing Sydney’s Northern Beaches in the 60’s & 70’s (F)

Surf Museums Throughout the World Australian National Surf Museum – Torquay, Victoria https://ansmtorquay.wordpress.com

Established in 1993. Home for the Australian Surfing Hall of Fame. 30,000 visitors per annum. Admission prices are adults $12, children $8 and families $25

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Surf World – Currumbin, Queensland https://surfingworldgoldcoast.com.au

Admission prices are singles $5 and families $10 Huntington Beach International Surfing Museum – Huntington Beach, California, USA https://surfcityusa.com

Established in 1987. Admission price is $3 including complimentary guide California Surf Museum – Oceanside, California, USA https://surfmuseum.org

Established in 1986. 20,000+ visitors annually. 5,100sq ft. Admission prices are adults $5, students & seniors $3 and kids are free Santa Cruz Surfing Museum – Santa Cruz, California, USA https://santacruzsurfingmuseum.org

Established in 1986. 70,000 visitors annually

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Texas Surf Museum - Corpus Christi, Texas, USA https://texassurfmuseum.org

Established in 2005. Admission is free. Florida Surf Museum - Cocoa Beach, Florida, USA

Established in 1999. Santa Barbara Surf Museum

Established in 1992. Honolulu Surf Museum – Honolulu, Oahu, Hawaii https://honolululsurfmuseum.com

Located inside Jimmy Buffet’s Restaurant. Admission free. Surfing Heritage & Culture Centre – San Clemente, California, USA https://shacc.org

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North Shore Surf and Cultural Museum – Nth Shore, Oahu, Hawaii

Museum of British Surfing – Braunton, Exeter, UK https://museumofbritishsurfing.org.uk

Established in 2003. Admission 2 for adults 1.50 concession

The Mount Surf Museum - Mt Maunganui Tauranga New Zealand https://mountsurfshop.co.nz

Located in Surfshop. Free admission. New Jersey Surf Museum – Tuckerton Seaport, New Jersey, USA https://tuckertonseaport.org/nj-surf-museum

Established about 2003. Admission $9 adults $5 children

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Jeffery’s Bay Surf Museum – Jeffery’s Bay South Africa

Located in the Quicksilver surf shop. Free admission. Time Warp Surf Durban – South Beach Durban South Africa

Medieval Fort - Nazare Portugal

A collection of surf boards stored in the ancient fort overlooking Nazare

The Boarding Office - Moolooaba

A private collection located in a shared office space

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Cronulla Surf Museum

Is a 30m long walkway leading to the Cronulla library in Cronulla Central. It documents all things to do with the surf over that last 110 years. Australian National Maritime Museum Has a small collection of artefacts Museum of Applied Arts and Science Has a collection of surfing and surf life saving memorabilia Western Australian Surf Gallery Located on the Aravina Estate at Yallingup it houses a collection of Western Australian focused memorabilia and is officially supported by SurfingWA

Potential Exhibits

Potential Temporary Exhibits Potential Permanent Exhibits Mambo and Hawaiian Surf Shirts Surfboards Through the Ages

Surfing During the Vietnam War Surf Fashion

Surfing Movies & Posters Icons of Australian Surf

Surf Music Surf Contests

Surfboard and Skateboard Art Interactive Surfing Booths

Surfing Art & Craft Board Shaping Bay

The Early Surfers Art Gallery

Surfing Through the 70's Cafe

Australian Women Surfers Souvenir Shop

Decals, Stickers & Patches

Shortboard Evolution Revolution

Aussie Photographers in the 60’s and 70’s

Australian Surf Shops

Origins of Surfing

Your Local Surfing Legend

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References http://surfertoday.com/surfing/the-best-surfing-museums-in-the-world

http://museumofsurf.com

http://surfd.com/2018/11/15-surf-museums-you-need-to-visit

http://archives.starbulletin.com/96/10/15/features/story2.html

http://surfcity.hht.net.au

http://www.goldcoast.qld.gov.au/thegoldcoast/gold-coast-surfing

Manly Visitor Profile Destinations NSW

Australian National Surf Museum Strategic Assessment & Future Options Surf Coast Shire Final Report June 2016

Gold Coast Water Strategy 2019 – 2024 Gold Coast City Council

National Standards for Australian Museums & Galleries Australian Museums & Galleries Association Inc

Starting (or Improving) a Museum Museums Australia Victoria

Forward Plan Template Museums Australia Victoria

Australian Charities & Not-for-Profits Commission