In 1989 when Cindy and Sam McLarty started out at Taco Surf on Mission Boulevard, they were surrounded by numerous stores including Star Surfing, a clothing store owned by a football player, a metaphysical bookstore, a kite shop and a Boston seafood place.
Thirty years later, all of those business are gone. Only Taco Surf remains.
Asked about their longevity, Cindy answered, “The ambiance. It’s just the feeling they get coming in knowing they’re going to be dealing with friendly faces from the people who serve them. I’ve had pretty much the same crew for years.” 
It doesn’t hurt that the name of the restaurant, a block from the beach, mirrors the community.
Co-owner Sam, a lifelong surfer, has nearly 200 surfboards in his collection at home, and on display in his eatery. Surfing is so much a part of the couple’s and San Diego’s lifestyle, that the McLarty’s half-jokingly note it’s become an advertising vehicle which they’ve labeled “surftising.”
Cindy said not much has changed in the five years since she and Sam celebrated their 25th business anniversary. 
“We’ve changed one recipe, our fried fish tacos,” she said. “We now use a dark beer batter and fry the fish individually so they’re very fresh.”
“Business is still good,” said Cindy pointing out their customers are loyal.
“I have people coming in from Arizona on holiday weekends who stop here first before they’ve even checked into their hotels,” she said. “Quite a few people come back year after year.”
Known for its quality Mexican food, Taco Surf carries a full menu, with carne asada being one best-selling item. Chicken tortilla soup is a crowd pleaser, and the restaurant takes $1 off the dish on rainy days.
Guests can choose between fresh-grilled chicken or shrimp. The eatery has been voted “Best rolled tacos” by San Diego Magazine for its beef, chicken or potato-rolled tacos.  
Taco Surf also caters for special events including weddings, birthdays and graduations.
The McLartys worked together with ex-partner David Pairis at Casa Salsa in Chula Vista in 1979. They took over his Pacific Beach location so he could focus on his other store. When they took over they changed the name to Taco Surf Pacific Beach.
The signature PB eatery has become popular over the years with surfers, professionals, young, old, locals, tourists. Customers that came in as kids now bring in their kids (groms).
What of the future?
“My husband and I are 61 and 65 now, and it isn’t getting any easier,” Cindy noted. “But we plan on being here for another five years if everything all holds up.” Taco Surf
Where: 4657 Mission Blvd. Hours:?8:30 a.m. to 10 p.m. daily. Info:?tacosurftacoshop.com, 858-272-3877