Nudists Seek Corporate Sponsor Looking for Greater Exposure

[Daft]

By JENNIFER MALONEY

The American Association for Nude Recreation is on a bare hunt.

The nation's largest nudist association is looking for corporate sponsors, and leaders think this might be their moment in the sun. Now that the organic food movement has given the word naked a wholesome new meaning—suggesting natural and free of preservatives—the word is popping up in all kinds of product names: Naked Pizza, Bear Naked granola, the Naked Grape Chardonnay and more than one naked lager.


Executive Director Jim Smock says the group has targeted natural products.

Since October, the group has sent about 100 query letters. They have written to the makers of "naked" products and to companies selling items their members use a lot, such as Hawaiian Tropic and BullFrog sunscreens. And they have also targeted companies they think should be interested because their advertising has gone au naturel in a fun or artful way. Those include Geico, Nike, Reebok, Dove and Delta Faucet.

"We're hoping we'll give the association greater exposure," says the association's Executive Director Jim Smock, adding a difficult to believe, "no pun intended."

The response has been skimpy. So far, he has received three letters of regret, and a case of E. & J. Gallo Winery's Naked Grape wine.

The nudists remain hopeful. The group has commissioned a demographic analysis of its members and is offering potential sponsors a peek at the markets they could reach. "We know we have something to offer," says Susan Weaver, president of the Kissimmee, Fla., group.

The pitch: The typical member is a college-educated empty-nester who has disposable income and likes to travel. The nonprofit group has an annual budget of about $1.5 million, 34,000 dues-paying members in the U.S. and Canada, and 266 affiliated Nakation spots (clubs, resorts, bed-and-breakfasts and RV campgrounds).

But the association, which lobbies for better enforcement of anti-lewdness laws rather than the creation of anti-nudity laws, is trying to cast a wider net. Consider, the group's leaders say, the popularity of skinny-dipping. About 15% of American leisure travelers say they are interested in a resort that offers clothing-optional recreation, according to a survey by the travel marketing firm MMGY Global. And 12% say they would like to go to a nude beach.

Nevertheless, the group faces a significant hurdle. Though the 82-year-old organization has made strides in gaining social acceptance and legal protections, many people still find nudism off-putting.

Wooing major brands could be a heavy lift, given the risk of backlash and the association's relatively small membership, branding experts say.

Their advice: The association should first give itself a face-lift, a sleeker website, a revamped logo and maybe a stripped-down name.

Karen Post, author of "Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference," says the association's tagline—"The credible voice of reason for nude recreation since 1931"—has got to go.

Ms. Weaver says she is proud of that tagline, developed with the help of a focus group seven years ago, but conceded that the group's brand and website could use some spiffing up. She says it is one of the things she hopes to do with any money the association raises from corporate sponsors, along with expanding its education campaign.

Hers isn't the first group to try to turn a negative image on its head.

The National Organization for the Reform of Marijuana Laws has helped shift public opinion enough to win legalization of medical marijuana in 18 states and recreational use in two. Condom makers reinvented the product's image as a symbol of public health. And the American Association for Justice, formerly known as the Association of Trial Lawyers of America, launched a campaign in November to change negative perceptions about filing lawsuits.

Tom Mulhall is an association member and owner of the Terra Cotta Inn, a nudist resort in Palm Springs, Calif. If he were making the appeal to corporate executives, he says, he would speak to their bottom line. "Nudists are where the gay community was back in the '60s. A lot of people are still in the closet," he says. "It's a much bigger market than people really realize."

The association already has several sponsors, among them Toronto's Tilley Endurables, whose sun-shielding hats are popular among members.

"We jokingly call ourselves the official uniform," says Tilley spokeswoman Susan Laspa. "It's a natural fit for us."

Tilley sponsors the association's annual convention, takes out ads in its publications and sends the group more than 50 hats a year. In 10 years, Tilley has never experienced a backlash for supporting the nudist group, Ms. Laspa says.

She searched for the right way to describe the group. "It's very up and up," she said, finally.

Dove, Naked Pizza, BullFrog and Hawaiian Tropic declined to comment. A spokeswoman for Delta Faucet said the company was "flattered" but didn't have any record of receiving the association's letter.

Dean Jarrett, a spokesman for the Martin Agency in Richmond, Va., chuckled when told that his firm's Geico ad—in which its gecko happens upon a clothing-optional beach—had inspired the nudist organization to approach the insurance company for sponsorship.

"Geico's spokescharacter is always naked," Mr. Jarrett said. "So it's no big deal to him." Geico didn't respond to requests for comment.

Dan Cleary, co-owner of Cortland Beer Co. in upstate New York, was tickled when he received a letter from Mr. Smock. He pinned it up on his office wall.

Cortland Beer sells Naked Lap Lager. The brewery's website calls its lager refreshing, like "swimming naked on a hot August night."

Mr. Cleary said he hadn't replied because his distribution area is small. He doesn't ship out of state. He wondered aloud how many members the association might have in New York. "I think it's a little cold to be running around naked." But, on second thought, he said, he might give them a call.

Write to Jennifer Maloney at jennifer.maloney@wsj.com

http://online.wsj.com/article/SB10001424127887324081704578235871445728366.html?mod=ITP_AHED

[Daft]

Right after that, YNA released this article commenting about it:

Nudist Advocacy Organizations and AANR in the Wall Street Journal

The last post about defining the terms nudism and naturism has got me thinking. Personally, I couldn’t care less about the end result; the process and discussion is what I find far more important and fascinating.

It was obvious, from what the people said and the comments that came after, just how unorganized and weak the nudist movement is. But the question is, why? Why is something so basic as a simple definition of a nudist so difficult to answer? This is a new phenomenon for me, because in business, politics and so forth, the terms are clear and leave no room for ambiguity.

A business has a clear leadership structure. An organization has (or should have) a clear mission. A movement is something that comes about to address specific issues due to the lack of structured organizations advocating on people’s behalf (but since it is created to deal with specific issues, it has clear cut goals). So where does that leave the nudist world?

It is no great secret that YNA has had a difficult time trying to get AANR and TNS to be more responsive and supportive. This sends us a clear signal that they believe they are doing a great job and would prefer to maintain the status quo (basically continuing the same way they have been for decades). We respect their opinions but retain the right to disagree.

By now, most of you have probably seen the article about AANR that came out today in the Wall Street Journal. I sent the article to a few people just to get their thoughts and so far, I have yet to get one neutral party to say anything positive about it. The gist of the comments was that AANR came off looking like a small child who is desperate for attention as well as being an organization that does not know how to take constructive criticism (not to mention the fact that AANR gave the impression that they have given up on attracting the younger generation and now cater to the baby boomers).

Basically, the article said that none of the 100 or so companies that AANR approached saw any value of working with AANR. In addition, one of the top marketing experts, Karen Post, weighed in with a very interesting comment. (For those of you who don’t know her, Karen Post is a leading brand and marketing specialist who has been on every major news network, and the author of “Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference”). Ms. Post flat out said that AANR’s tagline — “The credible voice of reason for nude recreation since 1931″— has got to go. Susan Weaver, the current president of AANR, brushed off that suggestion saying that she was proud of it.

Now, I don’t know what others might think, but if someone like Karen Post says something like that, I believe it should be taken seriously. Just because we like something, it does not mean that it is the best option. At least AANR conceded that their website needs work, but that they will do it with the new funds generated from sponsors. I find this odd… AANR boasts about having a $1.5 Million budget and yet they don’t have the funds needed to revamp their site? Plus, from the way the article is written, AANR might have to wait a long time, so where does that leave its members who might want a better looking and more user-friendly website?

Another issue that got many nudists upset is the fact that the acting executive director of AANR, Jim Smock, is not a nudist. I see their point, but it never really bothered me till I saw the picture in the article today. Now, I might be mistaken, but from the looks of it, Jim just removed his shirt long enough to get the picture (you can still see it in the image!). What kind of signal does that send? Why the need to pretend? It made my heart drop when I saw it because it adds to the sentiment that the article is one big joke or a game (at least that is what some of the people said).

The “nudist movement,” as it is perceived by the general population is somewhat of an oxymoron. Nudists are seen as being an overweight and aging population that simply enjoys sitting around and sunbathing nude all day long. But from what I have seen and experienced over these past two years, the reality is completely different. There is no lack of interest but there is an image problem. Let’s face it, it is not perceived as cool to be a nudist. The article today did not help, and things like this make it even more difficult to change the public’s perception. I am not a believer that any press is good press. Sometimes it is better to say no, even if it is the Wall Street Journal.

In the US we have bigger organizations like TNS and AANR. But the fact that no one really knows why, when or what they do, is a major roadblock when it comes to getting support. Now, naturism is a different type of cause (perhaps because it is not generally perceived as a “cause”). Anyone on the street would probably say that if someone wants to be naked then they should go home and take their clothes off… Should a person want to participate in social nude activities then there are a bunch of beaches, clubs, resorts and home get-togethers. So no need for advocacy there. Therefore, support from non-nudists would be hard to get unless one promotes a different set of values that are currently not being addressed by any other organizations.

If you are a nonprofit or advocacy group, you need support and donations. Very few people will donate to AANR or TNS simply because they believe in “the cause” or “mission.” TNS has a good publication which is why most people become members. People join AANR because they want discounts (and some are basically forced to become members if they want to be part of certain nudist resorts or clubs). The fact that people ask, “What do I get if I join?” pretty much sums up the point. People who feel passionate about a cause or organization will donate regardless of what they will get in return. Since there is no true nudist advocacy organization out there today, there is nothing for nudists to rally support for or rally behind.

YNA is probably the poorest of all the naturist groups and yet we are the most vocal and active. Curating content that addresses specific issues takes a ton of time and dedication and while other groups can AFFORD to do this, none of them really do.

The closest thing that we have to a true advocate is The Naturist Action Committee (NAC). In my humble opinion, it is probably one of the best things to come out of the naturist / nudist movement. They have a great track record and are extremely effective when it comes to dealing with legal issues pertaining to public lands and beaches. Perhaps if they had more support from the other groups and organizations, they could be even more influential. But without proper funding and a growing network of support they will have a tough time raising the funds they need to deal with the legal issues as well as establishing a more prominent presence. All these things cost money and NAC can’t fight legal battles and still spend money on furthering their reach so they are left to pick and choose which ones they can and should take on.

One of the major hurdles that nudism faces today is nudists. There are far too many egos in this industry and too many people believe they know what is best. “We” (as in the nudist movement) have no real dialogue let alone collaborations.

Some say that I have a “pie in the sky” approach because I believe that TNS and AANR should be working together more often and supporting other like-minded groups and organizations. If Democrats and Republicans can see eye to eye every now and again then why can’t “we”? (Not the best example but I think you get my drift.)

This seemingly simple suggestion is not as viable as one would hope. For this to work, a decision must be made to share information and work on structuring a collaborative effort. Since most of the issues seem to revolve around money, here is an example of the immediate financial benefits that could be had – tracking of legislation. The biggest company that offers this service would probably be LexisNexis, and the service is not cheap. I wonder if each organization pays separately for using this type of service? If that is the case, then wouldn’t it make sense to have one account and share that information? Perhaps even dividing the responsibilities? For example, NAC has a great track record when dealing with legal issues that involve public lands – let them spearhead that department. AANR has a good record with lobbying? So let AANR focus on that.

San Onofre is a great example where NAC and AANR got involved, took different approaches and probably did not have a clear plan of how best to deal with the issue (as a collaborative effort). The end result? No clothing optional or nude beach in San Onofre. I can’t help but wonder if having a partnership in approach might have yielded a better result. I can’t say exactly what happened because as of yet, AANR has not made an absolute transparent statement as to what exactly happened (at least none that I have seen). NAC on the other hand has been quite helpful with making information available and for that I would like to say thank you icon smile Nudist Advocacy Organizations: Is there still any need for them? 

I understand that negotiations are kept quiet while they are going on. But we see no harm in doing a postmortem analysis whereby information could be made available, lessons could be learned and maybe such a fiasco could be avoided in the future.

But that is a monumental task and we need to start somewhere. So I propose settling the basic issue first. I would like to reiterate that for me it makes no real difference but just for argument’s sake, let’s try and come up with a basic definition for what nudists and naturists are.

As far as I could see from the discussion online, a sweeping broad term that I feel everyone can agree on would be something like…

Nudist – A person who enjoys nonsexual nude recreation and social nude activities in sanctioned public locations and / or in private ones.

Naturist – A person who enjoys nonsexual nude recreation and social nude activities with a major focus of interest on those activities that take place outdoors and in nature. This group also believes that Naturism and environmental issues are intertwined.

Since we are already at it…
The definition of a YNA Nudie – A person who believes in the benefits of nonsexual nude recreation as it pertains to the broader issues of acceptance and social responsibilities. For this group of people, nudity is not the main focus but rather a tool that is used to teach people about acceptance, tolerance and compassion. Some causes that a nudie would be advocating for are: body acceptance, prevention of online and offline bullying, working to end body shame and tackling censorship of “innocent” or simple “nudity.” (These are just a few examples.)

Once we could get a majority consensus on this basic issue, perhaps it could be a starting point for more discussion about other issues. At least we can hope! (And we do need a starting point where we all could agree.)

http://nudistnaturistamerica.org/nudist-advocacy-organizations

[Historybuff83]

Yeah the YNA article's main title is "Nudist Advocacy Organizations: Is there still any need for them?".  To which I am seriously doubting.  There is no strong central figure in naturism to unite all the varying ideologies and the such.  AANR, bless them for trying, but I think they are too stuck on a dying model (i.e the resort) to truly be effective.  That's just my opinion though

[Daft]

There is no strong central figure in naturism to unite all the varying ideologies and the such.

One question that was always stuck on my mind: do we really need a single central organisation/group to represent naturism? Or should we have several different entities that, in a perfect world, could develop their efforts together?

I still haven't reach a conclusion, I'd like to hear some opinions about it, since it suits the topic.

[Zeraf242]

Nudist groups should be like Greek city-states. Each with their own standards but all working together.

[Danee]

Nudist groups should be like Greek city-states. Each with their own standards but all working together.

With one National Governing Body, who in turn, is recognized by the World National Governing Body. It is the same as sports or other organisations. Part of the issue in the USA is that there are in all areas of interest, splinter groups that form and have their own agenda (or lack thereof, actually).  The AANR withdrew as the NGB a few years ago and the USA does not have one, unlike other countries at this time. (under the INF). 

[Historybuff83]

Nudist groups should be like Greek city-states. Each with their own standards but all working together.

You realize the only time Greek city-states really cooperated was when they were attacked by a larger outside force?  Outside of the Persian Wars and some other invasions later on (the Macedonians) the city-states pretty much were at each other's throats.  So in a way, nudist organizations are already like the Greek city-states

[Daft]

Nudist groups should be like Greek city-states. Each with their own standards but all working together.

You realize the only time Greek city-states really cooperated was when they were attacked by a larger outside force?  Outside of the Persian Wars and some other invasions later on (the Macedonians) the city-states pretty much were at each other's throats.  So in a way, nudist organizations are already like the Greek city-states

Haha, this analogy was just perfect!