Emerald City Surf

When did you start your business?

We opened the Coronado store in 1988, and shortly after that, opened a location in Mission Beach. We at one time had three stores, adding a location in Bonita, but unfortunately had to close that store after one year. Soon after that we had to close the Mission Beach location and are now back to basics with the OG location still going strong in Coronado.

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

Yes, Coronado is definitely a destination spot, and we are lucky to be here. We get people from all over the world visiting Coronado, but we owe a big thank you to the people of Coronado and San Diego for supporting us over the years. It is a cool place to come even for the day, whether it is to come to the beach for the day, or drinks and dinner at night.

Who is your average buyer?

We do not have an “average” customer per say. It ranges from your grubby skate rat to full titanium black AMEX card carriers. We cater to everyone’s wants and needs.

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

Sure, to their face. Last time we checked Barneys’ money is as good as anyone else’s, right? It is the assholes who don’t get helped.

What is the dumbest question a customer has ever asked?

With doors open, lights on, and people shopping; "are you guys open?”

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

A few thousand roaches and beer.

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

One time a guy tried to return a skateboard he had bought hours before because he could not pay his bar tab, he was shitfaced. And any idiot who has tried to bring a surfboard back.

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

We have a bro team of friend’s, family and local shredders, and they get hooked up pretty good, but no real team. That shit gets expensive, and we like to keep it simple and low key.

What is your most annoying grom story?

It is not really the groms that get annoying, it is their dumbass parents who think this is Emerald City Daycare center. Or the kids who come in and want something for nothing, we try to keep it straight 1988 rules in here and fuck with them as much as possible.

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

Yeah, celebs roll in all the time. We had Anthony Kedis, Gena Davis, the guitar player for Judas Priest, Green day, the list goes on man, and some of them are real cheapskates…or expect the hook.

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

Yes, I impregnated our shipping and receiving girl a few years ago, and now she has moved up to ladies buyer. Talk about climbing the corporate ladder. No guys though.

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

I don’t surf. This is just my hustle.

Who is your favorite surfer and why?

Kelly Kraus, he owns the store and signs my paycheck, and is the man!

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

Yeah, no comment though I don’t think she was 18, and she had a few beers with us after closing. Next question please.

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

Yeah, I come in shitfaced all the time and buy stuff.

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

An super old man stole some Emericas and Marco followed him for 8 blocks talking shit until the cops came, and the guy just keep asking “Give me a break man, I’m old.” His shoes ended up on a telephone wire and went off to jail barefoot. Come to think of it…the cops never gave the shoes back, fuckers.

And last but not least tell us one of the craziest shop stories you can remember?

Too many to recall. How crazy do you want to get? It is safe to say that no Emerald City employee will get a government job, ever.