Mavericks extends nature’s deadline by two weeks

The Mavericks big wave surf contest has extended its deadline from March 31 to April 15, reports Julia Scott in the County Times.

A longer window is sure to please event sponsors, who invested thousands of dollars in Mavericks this year in return for the sort of priceless publicity the hip, youthful sporting event can generate.

And just in case the weather refuses to cooperate, event organizers Mavericks Surf Ventures are now planning to hold a big, public party at the beach in April instead — with bands, celebrity surfers, prizes, and all the hype a corporate sponsor could ever wish for

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"We’re a company that sells a brand. ... We’re creating a company that can survive and even thrive, whether a contest does or doesn’t happen every year," said Beadling. "We’re making sure we’re keeping our sponsors happy."

The organizers have already spent much of the sponsors’ money on permits, fees, and publicity.