“WHY: Because surfboards are more than a commodity and making surfboards is more than a process-- they are both PASSIONS… and they are both SACRED CRAFTs!”
The above statement is part of the advertisement the producers of the Sacred Craft surfboard show are putting on in a few months.
I am prepared to take some heat for this write up, but with all the teary eyed accolades for this show and it’s original stated purpose, I wanted to write a view to consider.
First I want to say that I have nothing against Scott and the others that are putting this event on. In fact, I like them and appreciate their many efforts in certain areas. Nor am I advocating a boycott or saying that Asian made or mass produced machined boards do not have their place. I am advocating that those who speak up about there being a difference in their craft and what you find coming out of Asia or off machines, consider that they are lining up with and helping to make equal the very folks they claim they want to separate their craft from.
It was my understanding that this event was an event to draw a line of distinction between the local and custom surfboard builders and the mass produced and overseas manufactures. I was always under the impression that though this event was certainly not anti mass production or anti Asian manufacture. It was supposed to be a pro custom manufacture and designed to help the domestic craftsmen?
I think everyone knows that certain things can take a life of their own and when something is a success, the temptation or even the heavy pull to follow it up with a bigger or greater success is almost unbearable. Not that there is anything at all wrong with success or attempting to grow that success. My contention with what I see this year, is that the event includes the very people who have purposely blurred the lines with advertisement and magazine hype with what a hand crafted custom shape (or sacred craft) actually is.
From what I see, this years event it is little more than a glorified trade show for the consumer. Compete with the rags manufactures, their representative lobby, and the Asian mass manufactures. The word sacred in definition is something worthy of worship, or a type of devotion. I get that it’s supposed to be for the surfboard itself, but what exactly is sacred about a mass produced commodity or a show helping to promote clothing, wetsuits and other gadgets as much as the surfboard??
The original draw of this show was that you would be able to show up and see unique craft and craftsmen apart from the hordes of hyped junk found in your average trade expo. That is was going to be a special place of reverence for those who had created this entire industry. Those who have never received the bulk of the money or even the proper credit. It was my understanding that this show was for them.
Leave it to the big money guys to make their presence known and gobble up the booths with their hype. They know how to jump on someone’s good idea and milk it for all it’s worth, because contrary to popular belief, the big guys are not the ones who created the unique atmosphere and draw to the sport of surfing. That was done by a few true pioneer craftsmen and a few unique individual surfers with talent and charisma.
Yes…some of the board builders have benefited from their craft and become rich. Some have even had their chances to become rich and messed them up and yet others never wanted to become rich or be measured by that standard, but Looking back at the above statement where the author states surfboards are MORE than a commodity.
I think it’s clear that the true statement of the ad is… surfboards actually are only a commodity, but it’s important for them to remain cool in the eyes of those that buy them and the commodity side must be downplayed for that to happen.
So the word “sacred” is added to give the impression that all the boards at this show are of the craftsman side rather than the commodity side.
My personal opinion is when you mix the mass produced stuff that exist for the sole purpose of making money with the art created by individuals you not only send a mixed message but participate in a fabrication.
If it’s all about monetary success or about being seen by others in the industry as a player, then why call it Sacred Craft? The literal interpretation of Sacred craft would be….something worthy of devotion, made by hand.
Perhaps it should be renamed Consumer Surf Expo and invitations need to go out to the jet ski manufactures, wake board manufactures, skateboard manufactures, resort wear manufactures and the rest? Just like the other trade shows.
A trade show by any other name is still a trade show. Hype is still greatly exaggerated publicity, and mass produced surfboards are surfboards that you can ride, but craft they are not and I doubt many attending the show would call them sacred.
I certainly wouldn’t taint something called sacred craft with a magazine promotion or rag peddlers still attempting to create the fairy tales or invent the latest fabricated surfer look. Riding on the backs of those who truly did create the fun we all have being out there on the ocean.
Doing the research on design and then creating a surfboard from start to finish by hand is truly a craft. A craft that many practice, but few become masters. Those masters that are with us and those yet to come do deserve to be called craftsmen and the boards they produce to some may in fact become sacred, but this show labeled Sacred Craft is in my opinion a misnomer.