Beginning in 1999, big-wave-riding fans have gathered in Pillar Point near Half Moon Bay, to watch the world’s best surfers compete in what’s known as one of the most difficult surf spots in North America: Mavericks. This year, the world-renowned surf competition is partnering with the Monterey Bay Aquarium in order to promote conservation of the ocean.
The partnership between the aquarium and Mavericks came about after Cartel Management began overseeing the competition. Griffin Guess runs the boutique firm out of Los Angeles. Guess’ wife, model Marissa Miller, received the aquarium’s annual Hero Award earlier in the year. It was at this ceremony that Guess and the aquarium formed their relationship.
The competition itself is held within the Monterey Bay National Marine Sanctuary, which the aquarium’s vice president of communications, Hank Armstrong, said is one of the richest marine regions in the world. The aquarium hopes to benefit from the distinctive crowd the revamped event attracts through its social media campaigns.
Under this new management, the surf competition underwent several other changes including a transformation of its title from “Mavericks” to “Titans of Mavericks.” The competition depends on an appropriate swell with the window for the competition running from Jan. 1 to March 31.
Although the actual occurrence of the event is still undetermined, Armstrong and the aquarium want to impart their global call to action to protect what allows for the existence of surfing itself: the ocean.
UPDATE: As of March 24, it’s unlikely the competition will happen this year, with reports of a swell not likely to happen.