Nightglow Window

Group Y At La Jolla Group

A post from surfexpo.com:

Now that Group Y has hosted 35 events, you'd think that I would have learned by now: There's gonna be a few gems, so keep your notebook handy.

But there I was, scrambling for a pencil as Michael Tomson rolled off quotable after quotable with humor and passion.

Last night, for its 35th event, the Group Y gang descended on the new and quite spiffy headquarters of The La Jolla Group for a panel discussion on how things operate at the home of O'Neill apparel, Metal Mulisha, Lost, and Rusty.

What could have easily become a droning infomercial was anything but. Why? Well, partly it was because the La Jolla Group is on an amazing tear, showing double digit growth in a year that's been miserable to the best of companies.

It was interesting also in that you could sense the rivalry among the brands. Although each label shares common infrastructure in sourcing, warehousing, accounting and other backroom functions, each operates as its own creative entity when it comes to design, sales and marketing.

So the friendly onstage sparring among marketing minds Steve Ward (O’Neill), Ryan Divel (Lost), and Ryan Hagy (Metal Mulisha) was interesting in itself, but extrapolate it out to the larger company and it became fascinating.

No wonder CFO and President Bill Bussiere said managing the group often dictated taking on a different persona based on the brand you were currently meeting with.

But it clearly works: Bussiere says the La Jolla Group not has the ability to hire a new cadre of the industry's best, but that it was in active discussions with several brands looking to join the La Jolla roster. With several underutilized areas -- "Brand X areas" -- available in the new HQ, don't be surprised if there's acquisition news soon.

The night was also fascinating because whenever Michael Tomson speaks, you should listen. This industry legend now works with the La Jolla Group as a design consultant, but it was pretty obvious his experience and perspective were valued far beyond the M&D process.

But there I was, without a pencil, MT's quotes, one on top of each other, quickly disappearing in the packed room. Fortunately, Group Y had the video cameras rolling, and it's probably worth your while to head over to its site and take a listen for yourself once they post the video from last night. In the meanwhile, here are a few shots from the event.


Moderator Jim Shubin with O’Neill VP Men’s M&D Ryan Rush and Travis Wilkerson.


President and CFO Bill Bussiere


Michael Tomson, on a roll.


Steve Ward explaining the success of the 360-degree Hyperfreak campaign and the importance of being consistent, simple, and clear in your messaging.


Ryan Divel explains how to cut a penny into 27 sections and the importance of interns and stickers on stop signs. (In other words, how to do a whole lot with a little.) Practical advice for these times.