Registered or Premium Member? LOG IN | Become a Member: TRY PREMIUM FREE
March 9, 2009
14950 views | 65 comments
|
|
You've likely heard the term: support those who support you.
In fact, the entire surf industry grew to the monstrosity it is today by that mantra. And no one in North Florida has strived to uphold those values more than Dan Brooks at Sunrise Surf Shop in Jacksonville Beach.
Located three blocks from the Jax Beach Pier and a quick scoot up A1A to Mayport Poles, Sunrise has been entrenched in the local surf community for over 30 years. They sponsor top hometown riders as well as support surf camps and lifeguards. |
|
"We've been a pretty big part of the community for years," said Brooks, who's worked at Sunrise since the '70s and bought the business in 1983. "Jacksonville is a pretty good-sized city and most of our business is repeat customers and local surfers. The majority of our employees are good surfers, really knowledgeable, and good salesmen." Yup, their employees surf... and surf well. So well, in fact, that Sunrise has won numerous shop contests including the Quiksilver Surf Shop Challenge and more recently, the Red Bull Rivals. These events pool employees and team riders and pit them against other shops around the region (and eventually the nation) to see which crew surfs the best. And even though Sunrise has sponsored top athletes like Charlie Hayjak and Sean Mattison and more recently Ryan Briggs and Asher Nolan, they're not "too cool" to give back to the community. "There are too many guys out there selling all the brands but not giving anything back to the sport. I'd like to see more people involved at the level we are."
-- Sunrise's Dan Brooks
"We support any local events like the ESA and the Wavemasters," Brooks admitted. "Anything to do with surfing, we're pretty involved in over here." In fact, Brooks has organized surf camps for the local kids over the years, donating the proceeds to the Jax Beach lifeguards. And five years ago, Sunrise started surf camps for autistic kids. "But back in the 70s, it was the best. Surfing was simple and pure. Retail was retail and it seemed like as long as you were making rent you were stoked," Brooks reflected. "I think we've had to really adapt our shop over the last year and a half to compete with the mall guys. We've kept it core but put a little funky twist on the lighting and merchandising." Sunrise has been in its location on Beach Blvd since 1978 and began as a spin-off from Aqua East Surf Shop. They currently stock around 35% hardgoods (250-300 surfboards), a number that Brooks and his staff are proud of. "We do a lot of local boards - Rozo, Dunlop, Cannibal Surfboards, and Ricky Carrolls, as well as the bigger guys like JS, Rusty, Simon Andersons, Firewires, and Stewart Longboards," Brooks said proudly. "I was in Cocoa Beach last weekend and went in a few of the larger stores down there and that's definitely not the direction we're headed. But we do have enough watches, sunglasses, flip-flops and shoes to make us tick." And even with the current strain on the economy, the local community that Sunrise works so diligently to support has sustained them through slower times. "I'm cautiously optimistic that things will turn around. I think you're going to see the surf shops in the malls start going away and you'll see guys coming back to the beach to get their trunks," Brooks said encouragingly. "There are too many guys out there selling all the brands but not giving anything back to the sport. I'd like to see more people involved at the level we are. I think it would really help, especially right now." "I'd encourage everybody to support your favorite surf shops -- the guys that are giving back to the industry. Just stand behind those shops and keep your money out of the malls." Does your mall support you? List your store in Surfline's Surf Shop Directory. Surfline Premium Members get discounts at local shops and online, sign-up today and start saving. MORE SURF SHOP STORIES SURF SHOP DIRECTORY MORE SURF NEWS SURFLINE HOME PAGE |
RELATED FEATURES |
|
Comments: (65) Add Your Comment
jms 05/24/2009 08:27 PM
the shop is awsome keep up the great work
brooks tietjen 04/24/2009 05:27 PM * PREMIUM MEMBER - Real Name
I love Sunrise because DAN is the MAN! no one is cooler.
matt kuhlman 04/02/2009 08:43 AM
I love Sunrise and Colin
Troy Crawford 03/30/2009 06:20 AM
Sunrise.. What can I say.. other than thanks for all you do for Jacksonville. My boys refuse to go to any other shop.. Keep up the good work and thanks for not becoming another gift shop/surf mall.
Ty Zulim 03/26/2009 09:03 AM * PREMIUM MEMBER - Real Name
This shop is what core surf shops are all about. Dan and Paco you guys are killing it
Chris Wooten 03/18/2009 05:11 AM
Dan and Paco,
Where is my Slater world title (9) trade-out ?
I got lots of shrimp for you. Thanks for all you do for surfing in N/FL. Sean Mattison's boards are a great addition.
bigron 03/18/2009 04:39 AM
Ive known Dan and his many crewmembers for over 25 yrs and not once has Dan ever not supported the local scene. He deserves a key to the city and some beach front property courtesy of JAX BCH for all his generocity..SUNRISE,,,THE ONLY PLACE TO GO..
weez 03/17/2009 03:42 PM
BIG UPS to both Sunrise and the State of Florida, esp. North FL!!! Sunrise is def of the hook.
Shout out to Tory Strange and Surf Station who have the same core values and ideas. Tory and Surf Station has supported his team riders, Flagler College Surf team, as well as many local community events.
SO THANKS AGAIN TO BOTH SURFER FRIENDLY SHOPS...AND HELL YEA FL!!!
Hot Tub Joe 03/17/2009 05:44 AM
DB could be the Mayor of Jax Bch if he wanted to. He's the Richest guy in town because of how much he gives to the community. Whether it's the autististic surf camp his surf team or soccer all the guy does is give and never asks for anything in return....He's a man of true character and comands RESPECT. SUPPORT SUNRISE!!!!!!
Radicool 03/16/2009 03:11 PM
Sunrises rules, always got my gear there growing up as a kid! Very helpful bros for sure! Ive been in Cali for quite a while now but when I come back to visit friends and fam definitely gonna drop by the ole shop and give them the local support they deserve! Keep up the great work and stay stoked!
Geoff Head 03/16/2009 02:10 PM
DAN AND PACO ARE THE BEST IN THE BIZ.. THANKS HOMIES.. jAX BCH. FOR LIFE
Chris Snyder 03/16/2009 12:26 PM
Dan and Sunrise are the real deal.One of a kind local shop! Just needs a beer pong table while your shopping
Steve Lear 03/16/2009 08:29 AM * PREMIUM MEMBER - Real Name
Dan, I agree with the rest of these good folks, you and Sunrise are #1.
Aaron 03/16/2009 06:22 AM
Great shop! Dan has a great group of people there.
Bruce Robbins 03/14/2009 07:51 AM * PREMIUM MEMBER - Real Name
View All Comments (65 comments)
Best shop. Anywhere. PERIOD.
Add Your Comment:
ABOUT SURFLINE'S COMMENTS: Surfline comments are intended to foster and continue a community discussion and/or debate on the topic brought up by the feature above. We encourage you to comment and express your opinion. Before commenting, you should know that Surfline Comments are moderated, which means that comments containing personal attacks, excessive profanity, or off-topic remarks may not be posted. Also, 'EDITOR'S PICKS' are comments that we feel capture points-of-view from all sides of the issue at hand, not necessarily the comments Surfline most agrees with. Thanks. --the editors
|