MELBOURNE, Fla. -- While its axiomatic that credit unions seekto build close ties to their members and communities, few othershave seen their debit card program receive coverage in surfing andskateboarding magazines around the country.

The $1.5 billion Space Coast Credit Union has made a splash inthe pages of those specialty magazines primarily through its debitcard program, which the CU has grown, in part, by steadilyassociating it with the most youth oriented and innovating parts ofits field of membership.

"Our first ATM card, it wasn't even a debit card then, that weissued had a generic surfing image on it," explained TeresaFarnsworth, vice president of operations for the Florida creditunion. "We knew even then that we wanted to do something whichwould pick up on the unique nature of our community and our fieldof membership."

Melbourne and the surrounding Florida coast has a long standingtradition among surfing and roller blading enthusiasts as being oneof the best parts of the country for those sports. The creditunion's field of membership includes Brevard, Volusia, IndianRiver, Flagler, Osceola or Seminole County and a number of citiesin those counties.

Since it is situated in an area with a strong youth culture andsensibility, the credit union knew it wanted to catch the wave ofthat youth and enthusiasm, as well as bring more young people intothe institution. The focus on surfing and youth sports helpedadvance that and strengthen the CU's card interchange since youngconsumers are generally more comfortable using cards to pay forgoods and services.

SCCU's newest debit card design features 19-year-old surfingphenomenon Adam Wickwire, of Satellite Beach, Fla., executing afavorite move. The card is the latest addition to a line of morethan 20 exclusive debit and credit card designs available at SCCUthat include other surf and beach-themed designs, the CU explained,adding that the CU has always been interested in different carddesigns that would have an impact on the public.

"The attention to unique card designs started with our planetcredit card design years ago," said Teresa Farnsworth, vicepresident of operations. "The design was influenced by the factthat aerospace was the area's single largest employee sector at thetime. The design was intended to reflect a local flavor. It didexactly that and helped bring attention to our then-fledglingcredit card program."

The ATM card with a stock photo of a surfer on it reflected thefact that the ocean and surfing were significant interests in thecommunity served by SCCU. The card was a hit with members. When itwas time to replenish card stock in 2002, the idea of featuring CJHobgood, a known local surfer who was also an SCCU member, wasproposed. CJ's manager was also a member of the credit union, andan agreement was reached to use the surfer's image. Ultimately, theimage appeared on a credit card and the stock surfer continued hisride on the ATM card.

But the new card drew enough attention to drive SCCU to continueto develop cards that featured local themes. In September of 2006,the credit union rolled out six additional designs, including theIndian River Lagoon photo that is the credit union's default designand the one most frequently issued. Member reaction was immediatewith some members who had only carried an ATM card to that pointcalling in to request a debit card. Member and employee suggestionsled to another 14 designs being introduced in May 2007.

"While the card designs have helped bring attention to ourcredit and debit offerings, I would not want to give the impressionthat our growth in these areas was due to pictures," statedFarnsworth. "The card design gets the member's attention, butdoesn't necessarily result in a new account. We have updated ourchecking and credit offerings to ensure that we have what membersdemand in account services." Those updates included the addition ofa rewards program from Fidelity National Card Services, the CU'sprocessor, when the latest round of debit cards rolled out lastMay. The CU also introduced a platinum credit card with rewards inOctober 2007.

According to NCUA records, the number of Space Coast CreditUnion's share draft accounts rose from roughly 68,000 as ofDecember 2003 to about 94,000 as of December 2007, an increase of38%.

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