First Location to Open in Jacksonville, Florida in Winter 2016; Additional Locations Planned for Both East and West Coasts

CARLSBAD, Calif. (September 13, 2016) – SURFER [The Bar], the one-of-a-kind bar/restaurant concept from SURFER Magazine, part of The Enthusiast Network, is making its debut on the mainland this Winter with it's first location opening in Jacksonville, Florida. Developed by Surf Concepts LLC, the new SURFER [The Bar] will offer the same cool coastal vibe, epic surf media and live entertainment as the original venue located at the famed Turtle Bay Resort on the North Shore of Oahu, Hawaii. The Florida location will feature two main bars inside and an outdoor tiki bar area all serving great cocktails, as well as, a refurbished 1962 Airstream permanently set inside the venue offering a surfer-inspired menu.

"Like SURFER [The Bar] on the North Shore, the new Florida venue was chosen for its iconic location near the Jacksonville Pier, along with it’s vibrant and supportive community," says SURFER Magazine GM Tony Perez. "We look forward to fully embracing the locals and visitors and creating an authentic brand experience. In partnership with Surf Concepts and Rip Curl, we are building an amazing collaboration that will be second to none."

"When I was approached by The Enthusiast Network to develop this concept on the mainland for SURFER Magazine, I knew my goal extended way beyond the business element of this idea," says Greg Saig, managing partner, Surf Concepts and Salt Life Restaurant Group.  "We needed to create an intimate and iconic sense of place for the SURFER brand which has inspired the minds of every surfer across the globe to seek exploration through surf adventures, as well as, having led the media world throughout the entire surfing revolution for the last 60 years."

SURFER also partnered with long-time ally Rip Curl; SURFER [The Bar] will co-exist with a new 1,600-square-foot Rip Curl retail store in a thriving shopping and entertainment mecca. "Rip Curl's partnership with SURFER Magazine goes back decades. From iconic empty lineup back covers for The Search campaign or teaming up on trips or events, we share a lot of history together," says Rip Curl USA President/CEO, Kelly Gibson. "To collaborate and create a unique experience in an authentic east coast surfing town like Jacksonville Beach is an amazing opportunity and a new chapter in our story of working together."

SURFER Magazine, an icon in the surfing industry for over 50 years, has licensed its brand to Surf Concepts through a long-term development deal with plans to develop multiple SURFER [The Bar] locations along the East and West Coasts of the United States strategically placed in key beach communities. The initial focus for development will be on the East Coast; specifically locations in North, Central and South Florida, with expansion plans for California's coast to follow. The restaurant concept will encompass a coastal atmosphere with the surfing lifestyle and culture.


In 1960, SURFER Magazine began as the original. After a long history of delivering provocative and insightful editorial features, revealing interviews and award winning state-of-the-art photography, SURFER remains the authoritative voice of the surfing world and thus earned the moniker “the bible of the sport.” The SURFER brand has also grown to include, Fantasy Surfer, and the SURFER message boards. All of these assets combine to make the SURFER network the most current and reliable channel of information to the surf community. The magazine is published by TEN: The Enthusiast Network, which reaches more than 22-million active sports enthusiasts through an integrated network of magazines, online properties, events and television programming. To learn more, visit

About Surf Concepts LLC

Surf Concepts LLC is being lead by managing partner Greg Saig (also partner for Salt Life Restaurant Group) to develop this first mainland SURFER [The Bar]. Surf Concepts is the parent company for the license agreement and rights to develop this brand in America. A venue where we look for inspiration from the first one in Hawaii yet plan to enhance what we believe is a concept that will grow from this East Coast Florida site to strategic locations ranging from south Florida, the Northeast New York/Jersey zone to iconic coastal surf cites on the West Coast.

About Rip Curl

What started in 1969 as a vision, or 'Search', of two friends has evolved into a way of life for surfers and board sport enthusiasts worldwide. Rip Curl remains a privately owned company committed to the mission of being regarded as The Ultimate Surfing Company. Now designing, manufacturing, and distributing a variety of highly innovative clothing, wetsuits, boardshorts, swimwear, watches, footwear, accessories, and other equipment for the range of board sports through out more than 60 countries around the globe, Rip Curl prides itself on its world class roster of athletes, and our objective to live The Search.

About TEN: The Enthusiast Network

TEN: The Enthusiast Network is the world's premier collection of enthusiast brands, such as MOTOR TREND, AUTOMOBILE, HOT ROD, SURFER, TRANSWORLD SKATEBOARDING, and GRINDTV. With more than 60 websites, 50 publications, 50 annual events, Motor Trend OnDemand subscription video on-demand service, and the world's largest automotive and action/adventure sports media platforms, TEN inspires enthusiasts to pursue their passions. For more information, visit

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