One word best describes this year’s ASR (Action Sports Retailer) Tradeshow. That word is pandemonium.

Retailers, prospective buyers, media folks, and a host of lucky groms packed the San Diego Convention Center last week (Jan. 24-26) in an enormous event that centered around the so called “action sports” industry—a conglomerate composed mainly of surf and skate brands. The chaotic frenzy was fueled by a mixture of high decibel music, scantily clad women (or, in one case, a booth full of completely nude manikins—too bad no one can quite remember what that guy was selling), flat-screen TV monitors flashing out nicely edited promo videos, and autograph signings featuring big name personalities like Big Black of MTV’s Rob & Big and Ultimate Fighting champion, BJ Penn. Walking through the Volcom section, to take a specific example, one ran the risk of being silly stringed by an employee sporting a lime green shirt, neon pink pants, and some wacky sunglasses.

The general mayhem was made all the more poignant by the contrastingly tranquil environment created by some of those in the surf industry. Companies like C4, Pearson Arrow, Dewey Weber, Greg Noll Surfboards, Robert August Surfboards, Kings Paddle Sports and even some more short board oriented companies (e.g. Rusty and Channel Islands) provided a refreshing sanctuary from the din. Local and smaller surf brands also contributed to the peaceful vibe. Headhunter Sunscreen had a nice booth, as did Life on a Board, who displayed their exquisite Volkswagen bus.

The pros, both young and legendary, were out in force for the show as well. Greg Noll graciously signed autographs for loyal fans, while Robert August and his son, Sam, manned their booth. Also making the rounds were Rory Russell, CJ Nelson, Robert “Wingnut” Weaver, Julie Cox, and Brian Keaulana, just to name a few.

Overall, ASR’s frenetic fanfare made for an exciting time. But for those not inclined to rivaling sound systems combining into cacophonous aural overloads or nearly naked models strutting their stuff on makeshift runways, an oasis of tranquility was always just a few booths away in the surf section.

PHOTOS OF THE EVENT