Dewey Weber

When did you start your business?

My dad started it in 1960. After he passed away (1993), my mom Caroline & I took over running the business. She retired 5 years ago.

Do you consider the location of your shop a key factor to the business’s success?

No, not yet. Because of its location (Surf Ghetto) our current shop is more of a ‘Factory Showroom’ then a true retail store. We are currently looking for retail space on El Camino in San Clemente to move the store to a high traffic location.

Who is your average buyer?

30 - 40 yr. old male, but we are seeing more younger customers and more female customers.

If a total Barney walks in do you treat him with the same respect as a full on loc?

Absolutely!! The part that most of us forget is that the beginning & intermediate surfers (Barney’s as you call them) are the customer’s that pay full price. The locals, pros, shop rats, and high caliber surfers are all looking for a deal. We are also in the education business and you can’t educate the 2nd group because they know everything. We spend a ton of time educating the 1st group. It is our job to get them on the board that will work best for them, and to do that you have to ask a series of questions. It is amazing how far a little customer service goes.

What is the dumbest question a customer has ever asked?

We encourage questions, but I guess it would be, “Do you sell Stewart’s?” Bill Stewart is a great guy and I respect him a ton, but it is pretty evident when you walk in our showroom that you are in a place that is ALL Dewey Weber.

Do you have a mascot (ex. - An animal that roams freely throughout the building)?

Me, I guess.

What is the craziest return a customer has ever tried to make?

We have a customer that likes to order boards, ride them a bit, and then return them for something else. Usually because the color was a shade off, or there was a ‘hair’ too much rocker, etc. He usually order’s pretty wacky color’s so it makes re-selling them a challenge, even though they are in great shape.

Does your store support any local surfers or have a surf team?

Yep! The Dewey Weber Surf Team is a huge part of our business. We have approximately 30 local people that we sponsor that range in age (10 - 65). Men, women, boys, and girls, Mothers and daughters, Fathers and sons, Fathers and daughters, Mothers and sons. They are all apart of the Weber family.

Have you ever had any type of celeb roll in and make a purchase?

Mark Harmon (NCIS), Helen Hunt (Oscar & Emmy winner), the late Phil Hartman, and word has it that Mr. Tom Hanks owns a Dewey Weber.

Have you ever pulled a hot chick/guy solely due to the fact that you own/manage a surf shop?

My wife, but owning a surf business and being a surfer was probably a strike against me. She is from the Midwest and their image of surfer’s isn’t that fantastic.

How many days a week do you surf now compared to before you owned/managed a surf shop?

BSB (Before Surf Business) I surfed 2 - 4 days/week. ASB (After Surf Business) I surf 2 - 4 days/month.

Who is your favorite surfer and why?

I have a couple. First, my dad because he changed the way you rode a board and wasn’t afraid to challenge the norm. Kelly Slater, because well, in addition to being a living ‘Dynasty’, he is a good guy and has done a lot to promote our sport/lifestyle. Joel Tudor, because he is what I think wave riding is all about, silky smooth.

Has a customer trying on clothes ever walked out completely naked?

Never.

Has a person ever walked in totally blitzkrieged (really intoxicated) and tried to make a purchase? If so elaborate.

We are in the ‘Surf Ghetto’ in San Clemente and we happen to be right next to a sports bar, so this is actually a very relevant question. Saturday’s are usually the most entertaining, especially during football season. I wouldn’t actually call any of them customers, as they never really buy anything. The best story was when a guy came out, went over to his car and pulled out his golf clubs. Our street is narrow and there is a little grassy area across from the bar. He was arguing with someone about his ability to drive a ball. He pulls out his driver, tees up (cars on both sides), and starts driving balls towards the buildings at the end of the street. It was classic. I’m not sure, but I might have called the ‘Poe-Poe’.

Every store has to deal with shoplifting. What is your most memorable experience and what is your shoplifting policy?

Our factory showroom is very small (1000 sq. ft.) and it is always staffed. We haven’t had any problems, but as I mentioned earlier, we are in the ‘Surf Ghetto’, so if it did happen, we have a slightly different ‘policy’ than most!?