Island City Boards

A Personal Opinion on Surf Shops

Obviously Hollister is not a Surf company, but their shops remind me of Bad Surf Shops. Hollister is a place for Beautiful People. The application process to work there is that you must Look Beautiful, Be Beautiful and Think Beautiful. No previous retail experience is necessary, as long as you are (you guessed it) Beautiful. Their shops are kept deliberately dark so the staff don’t have to look at the Ugly customers. If you are not Beautiful, you are made to feel as welcome as a Fart In An Astronaut Suit. And that reminds me of Bad Surf Shops.

Surf Shops can be intimidating places at the best of times. You walk in and the talking stops, as the Gap Year Brigade stare at the old folk who’ve strayed into the wrong store. Or you are accompanied very closely if you step too near to the rail of short boards. Then you might mention that you are a bellyboarder, which will either result in a confused look, or get you chased out by a mob with flaming torches.

I’ve gone in and then walked out of so many Surf Shops, all because of the attitude of the staff or shop owner. And that leads to the secret of a great Surf Shop.

It’s the people.

When you think about it, unless you’re looking for a particular unique surfboard, many of these shops are the same. They have a selection of boards, which you’ll find in other places. They’ll have rails of clothing, some of which is standard stock with a logo sewn on. And they might have accessories, from wetsuits to leashes. And that’s it. But for me, if I don’t feel that I’m welcome, it won’t matter what they have available, I’m not going to part with my money.

But… If the person behind the counter acknowledges that I’m there: If they don’t make me feel that I’ve interrupted their Facebook stalking: If they’re happy to talk about other things apart from their products: And then, if they do talk about their products with real enthusiasm, I am going to buy something, because that’s what makes a Great Surf Shop.

Bricks and Mortar shops are in serious decline. But sometimes, it’s through the attitude of their owners. I’ve gone in to some small independent Surf Shops determined to spend money to keep them going and then thought ‘Stuff this, I hope they shut down.’

If you find one of the Great Surf Shops, do make sure you buy something. If there’s nothing you really need at that time, buy some stickers, or a block of wax, or an air freshener. They’ll appreciate the gesture and you’ll be helping them survive.