INCREASING SWELL EXPECTED FOR THE ROB MACHADO
SEASIDE PRO JUNIOR THIS WEEKEND AT SEASIDE REEF, CARDIFF

ASP 4-Star Junior Event Drawing Top Under-21 Talent

SEASIDE, California / USA (April 20, 2011) — Surfline is calling for a fun-size, contestable mix of west-northwest windswell and a slow-building southwest swell for the Rob Machado Seaside Pro Junior presented by Hurley, Reef, and Whole Foods Market on April 22 and 23. The Association of Surfing Professionals (ASP) inaugural 4-Star contest will host America’s top male and female under-21 surfing talents and play a key role in their qualification campaigns for the 2011 ASP World Junior Tour.

The swell is forecasted to be west enough to move into Seaside Reef with 2- to 3-foot waves with the occasional 4-footer on Friday. By Saturday, we’re expecting to see some occasional head-high sets. The contest will also see some shorter-period west-northwest windswell on Friday, before easing Saturday, thanks to both northwest winds in the outer coastal waters and a small storm now developing off the US West Coast.

A storm recently near New Zealand has set up a fun size SW swell (200-215), that will gradually build on Friday and then top out over the weekend.

According to Surfline, the forecast will break down as follows:

Friday, April 22: A southwest swell (200-215) will gradually pick up through the day and will mix with shorter-period west-northwest swell. Surf is slightly crossed up and in the 2- to 3-foot range with the occasional 4-footer.

Saturday, April 23: A southwest swell (200-215) will build through the day as a northwest windswell eases. Surf will be slightly crossed up and in the 3- to 4-foot (waist to shoulder high), range with some occasional larger sets at 5 feet showing out of the southwest direction.

The men’s and women’s ASP 4-Star Rob Machado Seaside Pro Junior will run on April 22 and 23, 2011 and will be webcast live via RobMachadoProJr.com.

Special thanks to presenting sponsors, Hurley, Reef, and Whole Foods Market. Also the additional supporters of the Rob Machado Seaside Pro Junior Experience, Dragon, Nixon, DaKine, Channel Islands, Sambazon, GoPro, Future Fins, Surfline, Concordia, TDG, Pacific Station and Surfer Magazine.

About The Rob Machado Foundation
The Rob Machado Foundation is a 501c(3) non-profit organization created to support various charities dedicated to environmental programs within Southern California. They aim to provide funding and initiate programs focused on helping children understand their contribution towards a healthy earth. For more information on the foundation programs and charity golf event visit www.RobMachadoFoundation.org.

About Hurley
"Hurley is a company based on inclusion," says chairman and founder Bob Hurley. This philosophy applied to Bob Hurley’s early years as a Huntington Beach shaper, working with friends alongside the world’s best athletes to make a better surfboard. It applied to the company’s launch in 1999, when Hurley decided to start a brand that was a true microphone for youth. In 2002, Hurley was acquired by Nike — the largest and most influential sporting brand in the world. Inclusion remains a guiding principle of the company today, where innovative products like Phantom Boardshorts and game-changing events like the US Open of Surfing continue to redefine what is possible in our world. Hurley headquarters are in Costa Mesa, CA with international offices in Sydney, Tokyo, Barcelona and Bali. www.Hurley.com.

About Reef
Reef is the exotic beach brand with its roots in an authentic surf heritage and a mysterious sensual spirit. Our purpose is to create innovative, comfortable products through a free-thinking, inspirational and soulful culture. www.Reef.com.

About Whole Foods Market
Founded in 1980 in Austin, Texas, Whole Foods Market (wholefoodsmarket.com, NASDAQ: WFMI), is the leading natural and organic food retailer. As America’s first national certified organic grocer, Whole Foods Market was named "America’s Healthiest Grocery Store" by Health magazine. The company’s motto, "Whole Foods, Whole People, Whole Planet"™ captures its mission to ensure customer satisfaction and health, Team Member excellence and happiness, enhanced shareholder value, community support and environmental improvement. Thanks to the company’s nearly 60,000 Team Members, Whole Foods Market has been ranked as one of the "100 Best Companies to Work For" in America by FORTUNE magazine for 14 consecutive years. In fiscal year 2010, the company had sales of more than $9 billion and currently has more than 300 stores in the United States, Canada and the United Kingdom.

About SURFER
In 1960, SURFER Magazine began as the original. After a long history of delivering provocative and insightful editorial features, revealing interviews and award winning state-of-the-art photography, SURFER remains the authoritative voice of the surfing world and thus earned the moniker "the bible of the sport." The SURFER brand has also grown to include Surfermag.com, Fantasy Surfer, The Hot 100, My SURFER Cover and a myriad of SURFER message boards. All of these assets combine to make the SURFER network the most current and reliable channel of information to the surf community. The magazine is published by Source Interlink’s Action Sports Group (ASG) which reaches more than 2 million active sports enthusiasts through an integrated network of magazines, online properties, events and television programming. www.surfermag.com.

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