Seven years ago, Scott Smith took the helm at Central Coast Surfboards, a San Luis Obispo, Calif., staple with nearly five decades of history. Since then, he’s infused the shop with fresh energy and innovative ideas. We sat down with Scott to discuss the changing surf retail landscape and how he continues to stay ahead of the curve.
What do you think is the biggest challenge facing the surf industry today?
Central Coast Surfboards owner Scott Smith: I believe the challenges the surf industry faces are not too different from those affecting many other industries. From my perspective in retail, operating within a traditional business model in today’s highly digitized world presents a significant challenge. However, this issue isn’t unique to the surf industry. The rise of e-commerce has made online shopping incredibly convenient, which has impacted the sales of brick-and-mortar stores like ours. The most persistent challenge is competing with our own vendors and large e-commerce platforms.
Additionally, broader economic factors, such as the rising cost of living, are reducing the disposable income that people could otherwise spend on surf gear and apparel. These challenges tend to fluctuate with the economy, and it’s essential to maintain a long-term outlook to navigate through them successfully.
Photo courtesy of Central Coast Surfboards.
How are you adapting to the evolving retail landscape?
Scott Smith: We’re working hard to evolve while remaining true to our brick-and-mortar roots. Our shop focuses on delivering a high-quality customer experience and providing excellent service, which we believe will always be relevant. We’ve also introduced smaller, independent brands, which keeps our offerings fresh and the shop dynamic.
Much of what we do is grounded in traditional surf culture – hosting movie nights, events, and gatherings to engage with the community, even when they’re not shopping. There’s value in staying connected to these classic elements, and while we’re adapting, we’re not losing sight of our foundation.
Are you currently using any marketing tactics like events, email campaigns or social media that are really working for your shop? If so, what’s been successful and how do you go about it?
Scott Smith: We do host a variety of events—some just for fun and others as fundraisers for our local Boardriders Club. At these events, we’ll have live bands, play surf/skate movies, and of course, there’s always plenty of beer! On social media, we regularly post updates about new products, plus videos and photos of our team riders.
A while back, we started an #almostfamous campaign where we share pictures of people with their newly purchased surfboards – it’s been a big hit.
We’ve also got some exciting marketing plans in the works, but we’re keeping those under wraps for now.
What new brands or products should retailers be paying attention to?
Scott Smith: There’s been a surge of new brands in recent years, and I think there’s great potential for many of them. We’ve introduced several smaller brands, such as FORMER, Uroko, Fasthouse, and Distant Local, and we’re considering others like Instinct. The challenge lies in finding the right space for everyone.
Editor’s note: This interview was produced by Building the Revolution, which is dedicated to preserving surf shop culture.
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