When you get as big as the U.S. Open of Surfing, the challenge becomes – how do you top last year?

The “Super Bowl of Surf” is making its way to town next weekend. For nine days beginning on July 30, the sand and surf in Huntington Beach will be filled with hundreds of thousands of people checking out the biggest beach party on the planet.

The U.S. Open of Surfing is more than just watching waves. It can be considered a case study on surf culture in modern times – the youth movement, the fashion, the art, the music, the marketing. Somewhere along the way, the entire surf lifestyle went from being a mere subculture to the culture, at least here in Orange County.

CHECK OUT THE WILD SCENE FROM LAST YEAR’S US OPEN:

The U.S. Open can be a big, overwhelming event to navigate. Here’s a guide through the maze.

Bigger stakes for surf

There’s no arguing that surf is the anchor at the U.S. Open.

Since the O.P. Pro days decades ago, the U.S. Open has been the hot contest for surfers who want to show off in front of a stadium crowd. No other surf contest in the world allows fans to get this close to the best competitive surfers. On the final few days of the event, thousands of fans dot the sand, squeeze onto bleachers and line the pier for front-row seats to the biggest show on surf.

In the past few years, the best names in the surf world have battled it out at this contest after its status was upgraded to an Association of Surfing Professionals 6-star PRIME event – one notch below a World Tour contest. And this year is no exception.

The big names, like 10-time World Champ Kelly Slater, Mick Fanning, and Rob Machado, are signed up. And there are the local favorites – Patrick and Tanner Gudauskas from San Clemente, and, of course, the reigning, two-time U.S. Open champ, Huntington Beach surfer Brett Simpson.

James Leitz, executive producer of the U.S. Open, said details for an “athlete-first” focus encourages elite surfers to come back. There’s everything from a surfer’s lounge, dressing rooms, a VIP area, and hot showers on the sand.

“We made it a fun event for them again,” he said. “We’re thrilled to have those super stars back. It’s a big, big circus, and if we can provide them with a small, intimate affair, I think it goes a long way.”

The upgrade in status to a PRIME event means more points for surfers, but also means less surfers have a chance to enter the contest. At one time, up to 200 surfers were allowed to sign up for a chance to compete; now this list is cut at 96 for the main men’s event. They are all going for big points – and of course, the big $100,000 prize check.

“It’s really become an event for the elite competitors,” said ASP spokesperson Robert Shadley.

The format also opens the doors for pro surfers who are not on the World Tour to test out their skills against the top tier in the sport. San Clemente’sKolohe Andino, 17, earlier this year at the Vans Pier Classic won the event against three World Tour surfers, showing contests like this are anyone’s to take home. Brazil’s Miguel Pupo, 19, won the Nike 6.0 Lowers Pro earlier this year.

The women’s segment is seeing a big change this year, as the event makes it mark as the last World Tour event on the women’s circuit for the year. While Carissa Moore was already named World Champ, the exposure for women in Huntington will be heightened.

Because there was a lack of sponsorship for the end-of-the-year Hawaii women’s events like past years, Nike decided to upgrade this event to put the females on a big stage. Nike last year dished out the largest first-place prize at a female event: $50,000.

“The U.S. Open is probably the biggest surf contest in the world,” said Association of Surfing Professional spokesman Robert Shadley. “It allows the girls to have an elite event that is going to gain a lot of exposure for women’s surfing.”

For local surfer Courtney Conlogue – who calls Huntington Beach her home break and won in 2009 – the change brings more exposure.

“I think it’s cool, I’m really excited about it. The U.S. Open is such a huge venue,” said Conlogue, the only North American female of 17 on the Women’s World Tour.

The event in Huntington will let her catch up with her life, and give her time at the end of the year to train and travel in Hawaii and Australia – and get some rest in between.

“I’m looking forward to the break, because it’s such a grind,” she said. “It’s so nice, I love being able to be home and have my own pillow, and be in my own room.”

More than just surf:

Then there’s a big beach party on 14 acres of sand.

Along the wooden pathways weaving in and around the site, you’ll find the Converse skate park, big-name bands, and the fashion show runway. It’s a big platform for brands showcasing their products in booths, handing out goods, and spray painting logos onto bodies – creating walking ads that turn heads on the sand.

“It’s a place to see and be seen,” Leitz said. “It’s always been big, it’s always been powerful. It’s a living, breathing organism down there.”The event upped its ante in the music department last year when it brought Weezer on board as the main music act, drawing 50,000 people. Before then, the free concert portion was tucked away and barely drew a crowd. Last year, 50,000 fans filled the sand for the hottest free ticket in town – with an added perk of being on the beach.

This year, the action sports group is again going after the youth culture by bringing in MGMT, a psychedelic rock band that has blown up in the past few years, as the main act. Other acts include Jimmy Eat World and the Sounds – edgy bands popular among a younger demographic. Check out more on the music here.

“Hurley are amazing experts picking bands that are relevant and appropriate to the scene,” Leitz said. “It’s a really nice mix, and obviously with all those people down there we have to be careful about who we pick and what we do.”

The event is also a huge opportunity for branding, whether it be in “Hurley and Nike 6.0 Brand Experience” retail store built on the sand, or the billboard-sized ads hanging from scaffolds with the latest team riders wearing the hottest gear.

The event these days skews younger than it used to, Leitz said. Back in the OP Pro days, it was the 18- 24 year olds. Now, it’s geared toward anyone from 12 – 24. And their moms and dads were probably here watching the same event back in the day.

“This youth movement that has adopted the actions sports, this is their event, this is their ball game,” he said.

The event also allows fans to get up-close with their favorite athletes, in a more personal way then they could at a baseball or basketball game.

“They can dress like Rob (Machado) dresses, try to surf like him, they can get his autograph,” he said. “He’s there, they can get his autograph, he’s within reach.”

Krissy Zahabi is a local teen who has been waiting all year for the U.S. Open. Last year, her school, Corona del Mar High, won the Hurley Walk the Walk event, a fashion competition set on a stage in front of thousands. Students from around the nation showcased their design and performance talents on an 80-foot-long catwalk. The Corona del Mar team won $25,000 for their school.

“It was such a phenomenal experience,” said Zahabi, 16, who is co-producing the school’s show this year.The team started working on their project in January. Six schools are picked by their peers in an online vote based on video challenges, with students from out of town flown in for the huge show in front of celebrity judges and a packed crowd. Teams get to work alongside reps at Hurley, who give them guidance through the project. They rehearse three times a week, more as the Walk the Walk competition nears.

“It’s a really exciting experience. I have anxiety, but when I get on stage, it’s gone,” Zahabi said. “You look straight out into the ocean, and people were screaming and cheering.”

For Zahabi and her teammates, last year’s win was a big confidence booster and solidified her love for performing arts – and the brands supporting them.

“In a world where people are trying to push science and math, it makes me love (Hurley) that much more,” she said. “It gives kids a voice. We’re teenagers, we don’t necessarily have a voice in the things we do. But in this competition, it’s all about us. It’s our ideas.

“It’s like a child in a way – your own little ideas are blossoming into this big thing,” she said.

The event is also big for the local economy, with hotels selling out rooms, bars and restaurants hosting industry parties, and visitors coming from all over to shop.

“We always look forward to having them here. Because we are Surf City USA, this is our signature event,” said Laurie Frymire, spokesperson for the city of Huntington Beach. “We look forward to the entertainment value it brings to the residents who can come down and watch some championship surfing, and we are always happy to have people in town shopping locally and eating at our restaurants.”

The Huntington Beach Marketing and Visitors Bureau last year hired Horizon Consumer Science to do an independent study of the event’s economic impacts to the city.

During the nine days of the event in 2010, there’s a total direct spending of $21.5 million within Orange County, with $16.4 spent within Huntington Beach. It generated $612,000 in local taxes, $475,000 from lodging and retail sales within Huntington Beach.

“It confirmed what was obvious. That it is an enormously successfully event for the surfers, as well as the local community,” said Steve Bone, CEO and president of the bureau.

In all, more than 500,000 people will walk through the U.S. Open of Surfing during its nine-day run. Some will be locals from Orange County, others will be coming from continents near and far to be a part of something historic. Whether they are here for the surf or the scene, it will interesting to see how the 2011 U.S. Open of Surfing lives up to years past.

“People get caught up in the moment,” said Leitz. “There’s a festival Mardi Gras there.“

Watch it all live starting July 30 here.

SCHEDULE: July 30 Surfing: Junior Men and Junior Women July 31 Surfing: Junior Men and Men’s Trials August 1 Surfing: Women and Junior Men Skate: U10 Skate August 2 Surfing: Men Skate: U10 Skate August 3 Surfing: Men and Women Skate: U10 Skate w/ Ambassadors August 4 Surfing: Men and Women Walk the Walk Fashion Show – 6:00 PM at US Open Music Stage Concert: The Sounds – 6:45 PM at US Open Music Stage August 5 Surfing: Men and Women Concert: Dead Country – 5:30 PM at US Open Music Stage Concert: Jimmy Eat World – 7:00 PM at US Open Music Stage August 6 Surfing: Men and Women; Junior Men and Women Finals Skate: Coastal Carnage Qualifiers BMX: BMX Pro Team Jam Session Concert: Surfer Blood – 5:30 PM at US Open Music Stage Concert: MGMT – 7:00 PM at US Open Music Stage Sunday, August 7th Surfing: Men and Women Finals and Awards Skate: Coastal Carnage Finals BMX: BMX Pro Team Jam Session and Awards Ceremony

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