SURFER [The Bar] Opens in Heart of Jacksonville Beach

January 28, 2017 • News

After much anticipation, SURFER [The Bar] in Florida is now open. Born from the legendary SURFER Magazine, the iconic brand has now launched its newest location on the East Coast in Jacksonville Beach. The first location was launched in 2013 and is located on the fabled North Shore of Hawaii in the Turtle Bay resort.

Surf Concepts, LLC signed a long-term, multi-location license agreement with The Enthusiast Network to bring the venue to the contiguous United States. Managing partner, Greg Saig, said he selected North Florida as the first mainland location based on his knowledge of Florida surf culture and demographics on the East Coast.

“We are really excited for this brand to enhance and uplift the existing surf culture in Florida,” he stated. “SURFER has delivered the surf culture as we know it for over 60 years. This will be a place to celebrate the art of surfing, share epic stories and feel the true passion behind the sport.”

The concept has a variety of handcrafted drinks and spirits, including select tequilas. A refurbished 1964 Airstream food truck was brought into the lineup and placed inside, serving tacos, bowls and favorites like the Ramen Noodle Burrito. Additionally, as in Hawaii, a state-of-the-art video wall and stage will house live music and display live webcast of surf contests, with each contest hosting watch parties or special events. The upstairs was designed with a hip, lounge vibe and will feature DJs and house music weekly.

Future talk sessions with iconic greats from the surfing world are also in the works, and all surf brands and movie releases are encouraged to reach out to SURFER [The Bar] for a great place to premier on the East Coast. The concept was developed by Surf Concepts, with the ambitious goal of partnering with strategic individuals in the near future to bring SURFER [The Bar] to other great surf locations throughout America.

Tony Perez, the GM of SURFER, said, “In a time when the surfing industry continues to evolve, we are stoked on the new development of SURFER [The Bar] in Florida. This is a new platform to reach out to the local surf community. We intend to fully support Surf Concepts, LLC in its new venture and encourage its growth with this new brand through strategic alliances.”

surfer [the bar]


In 1960, SURFER began as the original voice of surfing. 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 all the brand’s social handles. All of these assets combine to make the SURFER network the most current and reliable channel of information to the surf community and 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 led by managing partner Greg Saig (also partner for Salt Life Restaurant Group) to develop this first mainland SURFER [The Bar], which is now open. 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 TEN: The Enthusiast Network

TEN: The Enthusiast Network is the world’s premier transmedia network 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, as well as the world’s largest automotive and action/adventure sports media platforms, TEN inspires enthusiasts to pursue their passions. For more information, visit

Contact: Kristen Edwards

Phone: (904) 314-2307


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