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O'Neill Surf Shop closes downtown Santa Cruz store after 25 years

O'Neill Surf Shop: the iconic Santa Cruz store closed after 25 years serving the local community

It's a sign of the times for the whole surf industry. After 25 years as a fixture on Pacific Avenue, the flagship O'Neill Surf Shop in downtown Santa Cruz, California, has closed its doors for good.

The iconic store, known for its rich display and offer of surfboards, wetsuits, and surfwear, shut down on January 14, 2025.

While the downtown shop is gone, O'Neill continues to operate four other locations in Santa Cruz County.

The closure marks the end of an era for a store that became synonymous with Santa Cruz's surf culture.

Jack O'Neill, the late surfing legend and wetsuit pioneer, opened the brand's first shop in 1952 in San Francisco before moving to Santa Cruz.

The Cooper Street/Pacific Avenue location, part of the city's Cooper House building, was a central hub for surfers and visitors alike.

Sadly, all Steamer Lane locals will now have to find alternatives to get their gear and apparel supplies.

Shifting Retail Challenges

The store's general manager, Tanner Beckett, attributed the closure to changes in the retail market.

"O'Neill Surf Shop will be closing its downtown store location as it seeks to consolidate operations in an evolving retail landscape," Beckett said in a statement.

Inventory from the closed store will be distributed among the brand's remaining shops.

The closure reflects broader challenges facing downtown Santa Cruz businesses.

In recent months, several large retailers, including New Leaf Community Markets and Forever 21, have also left the area.

Local real estate agents described the downtown commercial market as "tough," with vacancies expected to last several months before new tenants move in.

O'Neill Surf Shop: Jack O'Neill opened the first surfer store in 1952 | Photo: O'Neill Surf Shop

Community Impact

Shoppers and residents expressed sadness about the closure.

"It's a landmark," said Kim Freebird, a Santa Cruz local who visited the store for a final purchase told SFGate.

Many consider the shop a part of the city's identity, tied to its reputation as a surfing haven.

Despite recent store closures, downtown Santa Cruz remains a popular destination.

The Downtown Association of Santa Cruz highlighted that over 300 businesses continue to operate in the area.

Other surf shops, like Pacific Wave and Berdels, are still open, and a new Midtown Surf Shop will join the local retail scene soon.

Is There Hope?

The closure is part of a transitional period for downtown Santa Cruz.

Real estate developers point to upcoming projects, including over 1,500 new housing units, which they believe will bring more residents and boost local businesses in the future.

In the meantime, O'Neill remains committed to serving the community through its other locations in Capitola, Aptos, and the Santa Cruz Beach Boardwalk.

The spirit of Jack O'Neill and the legacy of his pioneering surf brand live on in the Santa Cruz waves and the hearts of the community, though.

After all, "it's always summer on the inside."


Words by Luís MP | Founder of SurferToday.com



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