The most recent owners of Mission Surf in Pacific Beach are continuing the long and proud tradition of their building, which was the site of the first surf shop in the beach community dating back to 1968.

Benny and Amy Rodriguez now own the iconic surf shop at 4320 Mission Blvd., which they co-own and operate together, just like the store’s immediate past owners Ron and Melody Friedman.

Benny cut his teeth in the surf industry working for 18 years previously at La Jolla Surf Systems. That was where Benny and Amy met 16 years ago when she walked in to purchase some surf gear with a friend.

The couple had always dreamed of owning a surf shop together. And on their 10-year wedding anniversary, they decided to purchase the store to finally pursue their dream.

Amy had previously worked in a retail environment in an Escondido mall department store for 15 years.

“It’s is so cool to see my husband live out his dream of owning his own business and operating a surf shop, which is his passion,” said Amy noting Benny’s mom lived in PB and attended Mission Bay High School. “Joanne would be so proud of Benny finally pursuing his dream,” said Amy, pointing out his mom grew up renting beach gear from the same location Benny now owns.

“It is fun to be around people who have a passion for surfing and listening to stories of the customers who share the history of Pacific Beach,” said Amy. “Customers love to drop in and pick up surf wax and check the Surf Report on our website at MissionSurf.com.”

Mission Surf carries all the favorite surf brands: Billabong, Bubblegum, Salty Crew, Mission Surf’s private label, Ray-Ban’s, Oakley, Spy, Reef Rainbow, and Sun Bum. The surf shop also offers a great selection of rental surfboards from beginners to advanced, as well as SUPs, skim-boards, skateboards, and O’Neill wetsuits.

Amy said what is really cool about Mission Surf is that there are two vacation rental apartments above the surf shop that are available for rent all year long. “What is ‘really’ cool about this location in the heart of Pacific Beach is that it is located next to all the cool local spots that everyone loves to hang out at,” noted Amy. “It is fun to hear the crowd roar when you know the games are on, and people are rooting for their favorite hometown teams.”

Amy’s father was in law enforcement for 40 years and was honored on the Padres field 10 years ago for law enforcement night. In honor of her late father, Amy said they put some Padres gear in their store, as Phil was a big Padres fan.

Amy added business “responded significantly this summer, which is encouraging.” She added, “We had a ton of customers in the area and lots of tourists too. It was so special meeting all the cool guests that travel from all over. We really enjoyed meeting all the people, especially from Ireland. They would greet us with the famous quote, ‘Top of the Morning.’”

Mission Surf loves meeting all the locals and their pets. If you are in the area, drop in and say “hi” to Amy and Benny.

Mission Surf

Where: 4320 Mission Blvd.

Contact: missionsurf.com.