Surfy Surfy is up - CBS News 8 - San Diego, CA News Station - KFMB Channel 8

TUESDAY, April 27, 2010

Surfy Surfy is up

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LEUCADIA, Calif. (CBS 8) - Along a stretch of Coast Highway 101 in Leucadia, time doesn't just stand still. It actually seems to roll in reverse.

"This building was like iconic Leucadia, built in 1926. I think it's our oldest building," J.P St. Pierre of Surfy Surfy said.

It will soon be the new home of an old school shop named Surfy Surfy.

"Surf shops were king of like the original coffee shops, as far as little gatherings, people hanging out. So we want to kind of recreate that, instead of this hardcore retail kind of thing," J.P. said.

J.P was born into this business.

"I'm a second-generation surf industry guy. My dad started Moonlight Glassing in 1979. He's been building surf boards since the 60s. We're multi-generational surf industry knuckleheads," he said.

Even their featured boards are throwbacks.

"One of the things we really focused on at my family glass shop was these Bonzer surf boards. They are a lot of work to make," J.P. said.

These young entrepreneurs are not afraid to open an old school surf shop on the crest of a full-blown recession, riding against the tide.

"We're going the opposite. Everybody is going online and shutting down their brick-and-mortar. I want it to be a real tangible place now," J.P. said.

Along an old stretch of Coast Highway, a revitalization has begun.

"We live a pretty down-low lifestyle, kind of this rice and beans lifestyle. We're not materialistic people, so we don't need to acquire a lot of wealth. We feel if we kind of just create a nice place, the community will support us," J.P. said.

Generation Next moves forward by turning back the hands of time.

Surfy Surfy
974 North Coast Highway 101
Leucadia, CA 92024
(760) 484-0254

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