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    The Hook

    3.8 (5 reviews)

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    Surf School Santa Cruz - Boys surfing in Santa Cruz

    Surf School Santa Cruz

    4.9(275 reviews)
    0.4 mi

    I did a 2-hour private with Ryan this morning and it was awesome!!!! He provided excellent…read moredirection to this old man and it made for a great time on the water. I highly recommend this school! We went out by Jack O'Neill's house and it's a perfect place for beginners. The surf was gentle at low tide and Ryan helped me get into the waves with a push. I was du ally able to get up and ride a few waves all the way to shore. It was also cool to spot the local wildlife. I saw some otters and also dolphins cruised by. And what a great and unique view of the pleasure point coastline. I can see why so many surfers sit on their boards looking to shore. It's really gorgeous. I will definitely be back to this school! Try them you won't be disappointed.

    I've used this company three times now for surf lessons for my kids, and we've had a great…read moreexperience every single time. The instructors are awesome -- friendly, knowledgeable, patient, and really good with beginners. I'm always impressed by how they're able to tow the kids out and help position them to catch the waves. My sons have caught waves every time we've gone and have always walked away happy and excited about the experience. They take beginners to friendly surf spots. Even when crowded, some how, some way, my kids have always surfed many waves. Highly recommend this company to anyone looking for beginner surf lessons.

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    Surf School Santa Cruz
    Surf School Santa Cruz - Kids learning to surf with Ryan and Miles.

    Kids learning to surf with Ryan and Miles.

    Surf School Santa Cruz

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    Rip Curl - My sprinter with my paddleboard that I will be putting in the ocean much sooner than later thanks to Keenan!

    Rip Curl

    4.6(32 reviews)
    0.4 mi
    •$$

    I am so impressed with this particular Rip curl store. I purchased items at a Rip Curl Store and…read morethey did not work out so I returned them receiving a gift card. I saw the wetsuit I wanted online and attempted to purchase it with my gift card. It would not work. Upon calling A customer service number I found online, they were very helpful but unfortunately I had an in-store gift card and to purchase items online you need an online gift card. Very frustrating considering it was a bigger item I purchased. Anyways I went to the Rip curl store on the west side and they did not want to help me at all. The girl at the register was very nice but upon calling their store manager they were told they could not help me. I called the customer service number back and despite his efforts he was not able to help me resolve this. He said to go into another retail store and perhaps they will be more helpful. I went into the Rip curl store on 41st Ave. and I was immediately blown away with the helpful attitudes of the staff. Keenan I hope I am spelling his name correctly did an incredible job. He got my phone number and said he would talk to the regional manager and get back to me. I received a call that afternoon. He said to come down and they would take care of me. I went today and Keenan did just as he said he would. I am so impressed with his customer service skills and his attention to detail as well as his eagerness to want to make a situation right. Those are all things that any employer would want to have and an employee and Rip curl is very lucky to have Keenan on their staff. Now I am so excited that I can buy the wetsuit I need to get out in the ocean and paddleboard! I highly recommend the Rip curl store on 41st Ave., and if you go in there be sure to ask for Keenan because he will treat you right. Thanks again!

    Walked in because I saw a sweatshirt my daughter wanted. Two associates saw us come in, no welcome…read morein or can I help you. The guy sitting on the counter top completely unprofessional. I was ready to spend money but with the poor customer service, I'll take my else where.

    Photos
    Rip Curl
    Rip Curl - The front of the shop

    The front of the shop

    Rip Curl - New shirt!

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    New shirt!

    O'Neill Surf Shop - Parking lot sale holiday weekend

    O'Neill Surf Shop

    4.0(118 reviews)
    0.8 mi
    •$$

    Not a place to go if you're looking for a good price OR if you want someone who takes the time to…read moretalk to you and help you. They have 10 plus staff and they all act too busy to even talk about stuff w/ an attitude like you're not cool enough to be in the store. Maybe take a lesson in customer service if you're gonna work here and remove the "too cool for school" stick from your teenage first job booties.

    I came in here recently hoping to get some gifts for my grandson who I was off to visit. I of…read morecourse am out of style at my age but I knew he surfs at college and I had his sizes so figured how hard could it be. I was amazed and a bit overwhelmed by the amount of options but had the sweetest experience being helped by a young man named Bruce. He helped me pick out a few items based off pictures I showed him of my grandson. Turns out he was spot on with what we picked and I just couldn't shake how kind him and the other staff where as we sorted through all the options. Apparently he is from the east coast he said and he really had that spirit of hospitality. This is exactly why I find good old fashioned brick and mortar shops to really hand select items these days despite the instant gratification of online ordering.

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    O'Neill Surf Shop
    O'Neill Surf Shop - Mine came in "Punk Pink", I like that.

    Mine came in "Punk Pink", I like that.

    O'Neill Surf Shop - All 4 kids spent 5 hours in 60 degree water with these wetsuits and had to be dragged out of the frigid water at the end of the day.

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    All 4 kids spent 5 hours in 60 degree water with these wetsuits and had to be dragged out of the frigid water at the end of the day.

    Santa Cruz Boardroom - Hats and shirts 10-26-25

    Santa Cruz Boardroom

    4.1(107 reviews)
    0.5 mi
    •$$

    I had one of the worst customer service experiences I've ever encountered at this store…read more I came in to purchase some apparel for my children, and my daughter picked out a shirt that was on clearance. As I was checking out, the cashier informed me that all clearance sales were final. I acknowledged that and told him that was fine. The problem began when the cashier struggled to remove the security sensor from the shirt. After several unsuccessful attempts, he decided to use wire cutters to remove it while it was still attached to the shirt. My husband even pointed out that doing so would likely damage the garment. Despite the warning, the cashier continued and ultimately tore a sizeable hole in the armpit of the shirt. At that point, we understandably told him we no longer wanted the shirt since it had been damaged by an employee during the checkout process. To our disbelief, the cashier insisted that "all sales are final." I explained that the shirt was not damaged when we agreed to purchase it and that the damage occurred because of their employee's actions. A manager was then called over and made the equally absurd statement that clearance items are on sale because they are defective. The shirt was not defective when we selected it--it became defective because their employee damaged it while attempting to remove the security tag. Rather than taking responsibility for their mistake, they told us we either had to find another item of the same price or take the ripped shirt. Their complete lack of accountability and customer service was shocking. In the end, we found another shirt, sparing them from having to refund the $18.95 they seemed so determined not to return. The entire situation could have been resolved with a simple apology and common sense. Instead, we were met with excuses, poor service, and a complete disregard for customer satisfaction. Based on this experience, I will never shop here again and would not recommend this store to anyone.

    I discovered this place while I was having lunch at the new MAD YOLKS on 41st avenue. I wanted a…read moreSANTA CRUZ t shirt or hat and was surprised at how the store was stacked with branded real skateboarding supplies and apparel. The store layout is setup really good. From the outside the store doesn't look appealing but once you enter it's like a whole different realm . Customer service is there to help you with any questions. I found a black colored SC windbreaker that I am happy with. I hope it last because the logo doesn't seem like it can take wear and tear . Crazy the shopper in front of me in line was from Berlin , Germany so you know that this town is made for tourists and memories . Tons of variety of boards here on display. I didn't see too many SANTA CRUZ t shirts though you gotta go to the physical boardwalk store and purchase them there or at Capitola mall. I am glad I discovered this place while, there is btw plenty of parking across the street free.

    Photos
    Santa Cruz Boardroom - First ride on the new board and wheels!

    First ride on the new board and wheels!

    Santa Cruz Boardroom
    Santa Cruz Boardroom - One end of the store

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    One end of the store

    The Hook - beaches - Updated October 2026

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