The Ranch at Laguna Beach

La Casa del Camino

Laguna Beach House

Downtown Laguna offers paid parking around the Rivian South Coast Theater.

Parking lots nearby

• Lot 11  - 523 Forest Ave (All Day Parking)
• Lot 12 - 499 Forest Ave (All Day Parking)
• All other lots in the area are 3 Hours Max.

There's also plenty of bike parking available if you'd like to roll up on two wheels.

8:30AM Check-in begins

8:00PM Summit concludes

Tab content

How the county is working to protect and enhance our beaches and prepare for the 2028 Olympics.

Surfing is more than a sport, it’s an economic lifeline and a cultural identity. In a new ground breaking report, STWC conducted in-depth research on visitors chasing waves in Santa Cruz, CA—bringing in nearly $45 million every year, while the wider surf economy, equipment, lessons, retail, and services, pushes that number past $150 million annually. Together, it’s close to $200 million powered by waves. But this isn’t guaranteed forever. Rising seas threaten the very breaks and beaches that fuel this engine. The question isn’t whether the surf economy matters, it’s how we protect it. This talk makes the case for bold action, showing how industry leaders can turn the challenge of sea level rise into an opportunity to safeguard waves, communities, and business for generations to come.

Z Supply President Mandy Fry and Sun Day Red President Brad Blankinship, both seasoned surf industry veterans, return to share the powerful insights they’ve built in other consumer sectors. From scaling lifestyle brands to navigating retail disruption, they’ll discuss strategies, tactics, and mindset shifts that can help surf brands and retailers sharpen their edge, win new customers, and thrive in today’s rapidly changing marketplace.

Who wants to save money on power? Need low-cost access to capital or refinancing help?

This session will introduce free state and local resources available to help businesses save money on everything from financing and energy to workforce hiring and training + related tax credits.

Speakers will include:

• Stephanie Garcia, Southern California Small Business Leader, California Office of the Small Business Advocate (CalOSBA)
• Dustin McDonald, Business Development Manager, Los Angeles & Orange Counties, California Governor’s Office of Business & Economic Development (GO-Biz)
• Troy Nguyen, Economic Development Services, Orange, Riverside & San Bernardino County, Southern California Edison (SCE)

Get out for a quick stretch and talk a walk over to the Hobie store. But hurry back for the workshop!

During lunch, attendees will have a chance to visit one of the leading shops in Orange County, Hobie Surf Shop.

This keynote will highlight the impact of surfing and surf culture to the California lifestyle, and the essential role it plays in marketing the state. As the state’s marketing organization, Visit California’s mission is to inspire travel to the Golden State. Over decades of global marketing, surfing has been a key element of showcasing California’s aspirational lifestyle. These marketing efforts not only inspire travel but ultimately lead to visitation that has a direct impact on the main streets of California’s coastal communities.

Presented by Endless Surf, this session explores the global rise of surf parks — opening new opportunities for the legacy surf industry to engage with fresh culture, accelerated sport progression, and a new era of growth. As projects multiply worldwide, surf parks are redefining where and how people surf, creating spaces that fuel community, events, and surf business well beyond the coast.

Join us for an inspiring panel with David Mesfin (Director, Wade in the Water documentary), Giselle Carrillo (Founder, Los Courage Surf Camp), and Nathan Fluellen (Founder, A Great Day in the Stoke). Each of these trailblazers is championing diversity in surfing in unique and powerful ways. From storytelling to community-building to reimagining access, they’ll share their personal journeys, what this movement means to them, and how it’s reshaping the future of surfing.

Forget competing on price, variety, or convenience, that game belongs to the giants. In an age of economic turbulence, shifting generational attitudes, and relentless online options, the real winners will be those who play a different game and run a different race. Kevin Ervin Kelley, author of Irreplaceable and principal of Shook Kelley, unveils the new playbook for retailers: one built on human connection, cultural meaning, and social experiences that no screen can replace. Attendees will walk away with practical strategies to stand out, win loyalty, and thrive when everyone else is just surviving.