Surfhouse Strategies

published by: The Wilmington Business Journal

When Surf House opened it’s doors on Carolina Beach in 2009, a new community was born. With very different experiences, Craig Love in restaurant development and Brad Jones as a surf retail representative, the two friends joined together to bring Carolina Beach a unique sort of surf house. 

Since then, Surf House has expanded inland, opening a new location on Racine Drive bringing their unique café to a new audience. “UNCW was a pull and the expansion of downtown,” Craig Love, one of the owners said, “The beach is seasonal so we wanted to find a location that was more year round.” 

Racine drive offered the perfect location. Opening in the former Connection Café, Surf House now plans to attract students and young professionals with their close proximity to campus. Transforming the space from a former coffee house, Love and Jones have created a welcoming atmosphere mirroring the vibe of their Carolina Beach location. Love and Jones also continued to utilize reclaimed wood from Love’s grandfather’s old Virginian barn in the renovations of the new location as they have in their Carolina Beach space. 

With the retail space in the café, Surf House has found a way to compensate for not selling beer and alcohol which are typical for padding the earnings of a restaurant. Rather, they have created a business that is complimentary to the hours of their lives. Surf House has also created a way for the two business owners to reach out into the community. 

Not only do the pair promote a ‘Swell Cause” each year, where a community initiative is picked and highlighted but they also have taken care in choosing their products. “There are a lot of people that don’t put their money where their mouth is but we believe in that,” Jones said. Surf House uses eco products such as biodegradable cups, choosing to spend more for the environment. “We, as surfers, see the effects. We wanted to create a stance on what we believe. Both Brad and I are very community minded in that we like helping people,” Love said. 

Staying in tune with their desire to help the community, Love and Jones have built a sense of community with their staff and customer. This is evident in their new location as the two plan on incorporating disadvantaged youth into their staff so to offer training and mentoring opportunities. “Before we ever opened our doors we talked about this company in a way that is become more than a business. We will close our doors for an afternoon and all go surfing,” Love said. 

“We recognize that there is very little reward that comes out of just earning the dollar. You’ve robbed your guest out of an experience,” Love said. In building a Surf House community at Carolina Beach, there is already support for the new Racine drive location. “We have guests that come volunteer and help,” Jones said of the renovation process. By bringing a new location of the well loved Surf House, Jones and Love have continued to carve out a sense of community through their unique café and retail space.