Hobie Shop :: Hobie Shop Team Recreates Hobie Alter’s Iconic Umbrella Surfing Shot


The Legendary Mr. Hobie Alter


There are photos of Hobie Alter that hang all through the office. Hobie making one of his first surfboards, Hobie standing in the window of his first surf shop, Hobie sailing in his Cat, Hobie jumping his dirt bike, Hobie talking over a surfboard blank with Phil Edwards, but, no photo truly captures what is at the heart of Hobie the brand and Hobie the person quite like the iconic photo above. Hobie Alter, cruising across the water on a surfboard using a beach umbrella as a sail.



Ricky Fodor With Cody Alter Looking On.   photo : Eric Harrington



Before Hobie went into the surfboard business, he developed three rules that would become the basis for the way he approached his lifetime of work and would be the framework for “The Beach Lifestyle”. We won’t wear hard leather shoes, no jobs that require a suit and tie, and never work East of Pacific Coast Highway. They sound so simple to us now, but at the time this was an unheard of approach to life. But, that was Hobie. He knew that it would be possible to create a work life that supported his beach life! And, he knocked it out of the park for himself and for the generations of people who will come after him!




Ethan Mudge & Cody Alter.   photo : Eric Harrington


That is why we love and treasure this photo so much. It shows to a T that Hobie was a man who could have a good time. He loved nothing more then to make people a toy and a game to play it with. He showed the world what a strong work ethic could achieve while still making time for fun and never losing sight of your core principles.



Ricky Fodor   photo : Eric Harrington

So, with our founding father in mind, we gathered up a few members of The Hobie Surf Shop team, grabbed surfboards and beach umbrellas and set out to channel our inner Hobie and sail across the flat waters of Doheny! You should know, that “sailing” with an umbrella is a bit more complicated then it looks. It takes a few tries to get yourself set, but once you are moving, it feels like you could make it to Mexico under umbrella power! The other point about surfboard sailing is, it is impossible to participate with out laughing your head off. It’s just about the silliest, most enjoyable, goofy, thing that has been done on a flat day!




Ethan Mudge   photo : Eric Harrington 

Which, again, takes us back to that photo of Hobie. It serves as a constant reminder that we are here for a Good Time. Let me say that again, we are HERE for a GOOD TIME. Nothing that we do here at Hobie ever needs to be taken so seriously. We make toys. Plain and simple. Toys with games to play them with. And, that makes us just about the luckiest people around! Get out there today. Alter your boundaries and redefine fun! That is exactly what Hobie would be doing if he were still with us here today! -Tracey Engelking



Tracey Engelking  photo : Eric Harrington


Ricky Fodor  photo : Eric Harrington 


Ethan Mudge  photo : Eric Harrington 


Keaton Rose  photo : Eric Harrington 


Zeke Rose  photo : Eric Harrington


Keaton Rose  photo : Eric Harrington 


Hobie Shop :: Hobie Presents The Bruce Brown Film Collection; ‘Waterlogged Wednesdays”



Hobie Presents The Bruce Brown Film Collection; ‘Waterlogged Wednesdays’ 

Dana Point, CA– Hobie Surf Shops proudly announce plans to share the entirety of The Bruce Brown Film Collection at our ‘Waterlogged Wednesdays’ movie nights. Brown’s films are extraordinary time capsules, documenting the surf, motorcycle, and beach lifestyle of the 50’s through the 70’s. The films are true treasures of the golden age of surfing. We feel privileged to be able to show them at our Dana Point Shop, free of charge, with all generations of Brown fans.

“The films just fit here. They each showcase so much Hobie history, it’s so exciting to share them.” said Amanda Dunlap, Hobie Dana Point manager. “We want everyone in the community to feel welcome to come. Bring the family, your friends, a blanket, snacks. We will be showing each film on our big screen in the parking lot, on the first Wednesday of the month, in the order they were made, starting with ‘Slippery When Wet’ on November 5th, and ending with ‘On Any Sunday’ on June 3rd. We’ll have popcorn and treats too. And, of course, we will reach out to all the stars of the films and ask them to come.”

Dates :: 

November 5th – Slippery When Wet (1958)

December 3rd – Surf Crazy (1959)

January 7th – Surfin’ Shorts (1960)

February 4th – Barefoot Adventures (1960)

March 4th – Surfing Hollow Days (1961)

April 1st – Waterlogged (1962)

May 6th – The Endless Summer (1964)

June 3rd – On Any Sunday (1971)

Time ::   Shortly After Sundown, Call the Dana Point Shop for Exact Start Times for Each Showing. 949-496-2366

Location ::  Hobie Dana Point. 34174 Pacific Coast HWY. 92629. 949-496-2366



Hobie Surf Shops were founded in February 1954 by Hobie Alter. Dedicated to the idea of quality and innovation, the customer experience has always been our number one priority. We have 5 locations with deep roots serving the Orange County coastal communities. Come in and say ‘Hi!’ we love seeing you.


Bruce Brown Films (BBF) is a film production company created nearly 60 years ago that produced a number of lifestyle documentary films, the most notable of which being The Endless Summer (1964) and On Any Sunday(1971), which garnered an Academy award nomination for Documentary Feature. Today, BBF continues to provide its loyal fan base and general public with filmmaker BruceBrown’s classic films and associated images for current and future generations to cherish.


-Tracey Engelking

Hobie Surf :: Monday Motivation : The Hot Curl Session



The Hot Curl Session; You don’t surf the board, you just enjoy the ride!! 

Inspired by Jeff Quam’s soulful surfing style, 6 of us from Hobie Surf Shop asked to meet him at Doheny to try his mythical finless ‘Hot Curl’ surfboards. The boards are a trip!! Hand Crafted with loving attention by Josh Martin, they can only be ridden by trying not to ride them at all. There was a LOT of falling and a LOT of laughing as we all gave them our best go…. again, the boards worked the best when you stopped trying to ride them, and instead, let the board take you where it wanted to go. Thank you to Terry Martin, Josh Martin, Jeff Quam, Andy Cowell, and the lovely waters of Doheny for making this a session to remember. Enjoy!!



-Tracey Engelking

Hobie Shop :: Hobie and SHACC Team Up to Pay Tribute to Surfing’s Innovators




Hobie Surf Shops and the Surfing Heritage and Culture Center (SHACC) today announced a collaborative project called the “Surfing Innovators Series.” The first installment of the series will be an exhibit inside Hobie’s Dana Point surf shop that showcases Lorrin “Whitey” Harrison and the profound impact he had on the nascent California surfing scene.

“Whitey Harrison was among California’s first real watermen,” said Paul Strauch, SHACC’s Executive Director. “As a teenager in the late 1920s and early 1930s, Whitey surfed the beaches of Corona del Mar and Laguna, initially on a solid pine surfboard left behind by the legendary Duke Kahanamoku on one of his trips to the mainland. There were very few surfers in California at that time. Not only was Harrison a skilled surfer and body surfer, but he also helped popularize free-diving for abalone and lobster off Orange County’s beaches.”

According to SHACC’s Curator and Creative Director, Barry Haun, Harrison also helped popularize surfing on the beaches of San Onofre. “In about 1935, the construction of jetty extensions in Corona del Mar drove Harrison to seek new places to surf,” Haun said. “That search led him and a few of his buddies to San Onofre, where they quickly learned that the waves were consistently good and ideal for surfing.”

As early as age five, Harrison began crafting his own wave-riding body boards out of wood. He would later emerge as one of the most innovative builders of redwood surfboards and paddleboards, as well as outrigger canoes to which he had been introduced during his first trip to Hawaii in the early 1930s.

“Harrison was of the mindset: why buy something if you can make it yourself,” Haun added. “So in addition to building surfboards, paddleboards and boats, he fabricated many of his own tools, fishing gear and lobster traps.”

The Whitey Harrison exhibit inside the Hobie Dana Point store includes some of Harrison’s early shaping tools, historic photographs, his signature hand-woven palm-frond hats, and other memorabilia that undoubtedly laid the groundwork for the California surfing lifestyle. Many Hobie staff members worked with SHACC to organize and install the Harrison exhibit. The shop is located at 34174 Pacific Coast Highway.

“Hobie and SHACC share a long and rich history in the surfing community,” said Jake Schwaner, Hobie’s General Manager and part owner. “SHACC co-founder Dick Metz and Hobie Alter had been close friends from the late ’50s until Hobie’s passing this year. Metz helped Hobie open a series of successful surf shops in the early 1960s – in California, Hawaii and the East Coast.”


-By Paul Strauch, Executive Director, SHACC