Hurley is bringing legendary photographer, Clark Little, to San Diego! His California book tour will be stopping by South Coast Pacific Beach this Thursday, September 4th from 3-5PM! He will also be down at Wind’N’Sea shooting photos around 7AM that morning! Check out his book, Shorebreak, and chat with the man himself!

Clark Little

“The shorebreak is my comfort zone. I absolutely love it. It’s always different. The light, the colors, the water, the sand and what happens to it. And to be there to capture it and share it with the world… what a dream.”
– Clark Little

The American Cancer Society Relay for Life event for Point Loma and Ocean Beach is on August 9th. Each event is unique to the community it’s being held in and we are proud to have been asked to be a part of it. If you want to help, but cannot create a team of your own, you can donate to our team “South Coast Surf Shops.” Below is information directly from the Relay for Life website. Hope to see you out there!

“At Relay For Life events, communities across the globe come together to honor cancer survivors, remember loved ones lost, and fight back against a disease that has already taken too much. The funds you raise truly make a difference in the fight against cancer – just ask one of the nearly 14 million cancer survivors who will celebrate another birthday this year!

Relay For Life teams camp out overnight and take turns walking or running around a track or path at a local high school, park, or fairground. Events are up to 24 hours long, and because cancer never sleeps, each team is asked to have at least one participant on the track at all times.”


June 20th, 2014 is International Surfing Day! Duck Dive in Pacific Beach, along with various other vendors, has put together a day of fun! Meet at the end of Emerald St at 9:30 to sign up. The day kicks off with a beach clean-up and ends with happy hour!

international surfing day

Get out there and enjoy the day! Yewwwwwww!

This May saw the launch of the newest venture in the South Coast family! South Coast Surf founder, Rob Ard, launched his new website:


This new site catalogs all of the info one might need to know about South Coast surfboards. From surfboard styles and board shaper history to a gallery of team riders and contact info, it’s all there!

South Coast Surfboards USA

The term organic gets thrown around a lot these days. Natural ingredients aren’t always what they seem. Once we realized we could pronounce all of the product ingredients, we knew it was the real deal! We think Raw Elements is the bees knees. Read their mission statement below and cruise by either South Coast location to try it out!

“Raw Elements Physical Protection Sunscreen was developed by Brian Guadagno, a 17 year Ocean Rescue Lifeguard, we are committed preventing Skin Cancer by delivering the safest, most effective sunscreen in the world.

Our sunscreen is gentle enough for use in infant care yet meets all the performance demands of the most extreme athletes. This is all delivered in an eco-safe, reef-safe, all natural formula. Raw Elements is the conscious consumer’s answer to safe, serious sun protection.”


Back in March our team rider, Jonah Pierce, starting riding South Coast boards.  After meeting with our shaper, Dan, two boards were custom made for Jonah, based on what he was looking for.  In the blog post below, read what Jonah had to say about the new South Coast surfboards!

On Wednesday I surfed my new South Coast epoxy surf board, that was modeled after the Dane Reynolds’s Channel Island #4. This board was extremely fast through any section and was really good on a rail but still had a great release. This was my first time surfing an epoxy board. It was super light and buoyant. This made it excel in small waves because it wouldn’t sink and lose speed. This board has a double bump in the tail which is also why it has such speed. The double bump keeps the rail straighter then your standard rails which allows for more drive and forward projection. This board is a perfect groveler board for ankle to chest high waves and I highly recommend getting one from South Coast Surf Shop.

Today was a stormy day so I decided to head up to La Jolla with my second board which is a standard epoxy short board with a rounded squash tail. When I arrived at Scripps it was 6ft to 8ft with the ovational 10ft waves. On the smaller waves it was really ripable and super fun. The bigger waves were doubling up on the sand bars and making massive barrel that reminded me of my trip to Hawaii last year surfing at Pipe Line but not as warm. This was my first time riding this South Coast surf board and it handled the barrels and speed really well but I could still release the tail when I wanted to. The whole session there were random big sets that would come through and would hit the sand bar perfect giving it a perfect shoulder. These waves looked like back door Pipe Line.   Eventually I got lucky enough to be in the perfect spot for one of these waves.  As I was paddling I could see the wave sucking up on the sand and I stood, grabbed my rail and pulled into the barrel. As I pulled into the barrel I just saw a huge blue wall going over my head, and sound just stops. Then, I see this huge open hole in front of me that continued to get smaller and smaller. The wave just wouldn’t stop going, but the section was to big to make and eventually ate me alive. The barrel was probably the longest and biggest closeout barrel of my life and it was super fun. Thanks for reading, I’ll have another post up some time next month.

- Jonah Pierce

Jonah March Blog

 Surf Photos taken by George Barnes

Salty Crew is a San Diego based brand that is quickly gaining attention from coast to coast!  The goal is to focus on the basics and get back to a time when surfing, fishing, diving and sailing was top priority!

The “About Us” statement on the Salty Crew website so perfectly sums up what they are about, we thought it would be best to share it in it’s entirety.



Teeki: Cleaning Up the Planet

by Mandie on March 25, 2014

Teeki Yoga Pants

South Coast Wahines Newest Member: Teeki

What do you get when you combine a fashionable, comfortable yoga pant with plastic bottles that pollute our earth? You get Teeki: a sustainable company dedicated to saving the environment and make products you love! Teeki is a California based company that believes humans and nature can coexist in perfect harmony. In doing this, it is our duty to recycle and keep our earth clean! Did you know it takes 400 years for mother earth to naturally breakdown plastic bottles? By recycling, we can help prevent pollution and cut down landfills [click to continue…]

BLACK FRIDAY Sample Sale!!

by Kimberly Lamb on November 27, 2013

No one likes the hassle of going to the mall on Black Friday! Stop by South Coast Pacific Beach on Friday to take advantage of the best deals in town! RVCA, Nixon, Von Zipper and Quiksilver will be selling samples from 8am-12pm! Don’t miss out! Cash only!


Have you seen these QR Codes?

QR Codes
QR CodesQR Codes are becoming mainstream and if you are still unaware of how these funny looking barcodes function then keep reading. If you’ve ever taken a psychology class you might be familiar with the Rorschach inkblot test. In this psychological test subjects perceive images of ambiguous ink blots and make associations of what it looks like. This one looks like a lion face. New QR code technology actually has nothing to do with inkblot testing although the barcodes do sometime look similar. Fortunately smartphones take the guesswork out of figuring out what the mirage of black and white pattern really means. Simply put, QR codes are unique patterns that you can take a picture with your smartphone and be linked to a web page or URL.

QR Codes Real Estate SignEvery industry has its own application for the technology. A great example of the implementation of QR Codes is for the real estate industry. A QR Code on a real estate sign allows house or building shoppers to instantly get more information on the property by linking to the web listing. Say goodbye to those always empty ‘please take one’ flyer boxes and say hello to a new paper saving alternative solution.
The surf industry has also began to see the positives in using the new technology of QR Codes. If you read magazines at all then you have seen the codes being published in the past months. A new way to call readers to action the codes allow printed ads or articles to easily link mobile users to more information or even video of the printed content. This Vans ad displays exactly what we are seeing more and more of in the magazines.

VANS uses QR codes

Vans QR Codes
As more and more people aquire smartphones with QR Code readers we will see more and more of these black and white patterns everywhere. South Coast is in the process of implementing the technology into bridging our online and retail stores. We realize that many people are still green to the idea of these codes showing up everywhere which is the reason for this article to familiarize the public. Many retail shops are already using the technology and you can expect almost every retailer to be implementing them in the next year or so. Best Buy has already started as you can see in this photo. If a store associate isn’t available a customer can simply scan the code and be linked to the online product page containing reviews and information on the camera in this case.

Best Buy QR Codes
Hopefully this article has familiarized you more with this exciting new technology that we at South Coast will be putting to use in the future. Free QR Code reader applications are available for almost all smartphones search google for your phones app. If you are fortunate enough to have an iphone here is a free QR code scanner app at itunes.

QR codes are the future.