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What's it Like

by Duke Jarboe

People often ask me, “What do you do?”

To which I answer, “I work for Everyday California.”

Which leads them to ask, “What it’s like?”

It’s like this:

Kayaking all day in the La Jolla Ecological Preserve is amazing. Moving boats with your fellow tour guides builds muscle and establishes camaraderie. Providing a safe, fun and unforgettable experience in the ocean for some who’ve never even seen the Pacific, is motivating. These things feel good and make you glad to be doing what you’re doing. When the surf is big and you push out a kayak with a terrified seven year old in the front, letting the boat flip over is not an option. When you swim that kayak out safely past the break into calmer waters and show that seven year old the time of his life, you can’t believe how amazingly transformative the experience is until he runs up and jumps into your arms after the tour. These things happen every day and they make working at Everyday California amazing.

But it’s not all rainbows and unicorns dancing in sun beams. We’re a small business that services over 40,000 customers a year. We compete with four other shops on the same street, all closer to the beach with bigger shops. We work every day with the lifeguards to make our operation safer and more efficient but new rules dropped on us without notice and without transition time to incorporate them make it difficult at best. We operate based on a permit granted to us by the city and regulated by the lifeguards, who can at any time pull that permit and shut us down. But this only serves to fuel our fire. The people of Everyday California are motivated, capable, and excited about what we’re doing.

Because we’re not just a kayak company. We’re a brand and a lifestyle. Our shop is on the same street as the original Rusty store. That’s our inspiration. We want to join the ranks of Billabong, Hurley and Volcom with a brand that incorporates what we experience in La Jolla every day. We have a long road ahead of us, but we’re not deterred. We’re excited. We want to share the dream.

So keep your eyes on us, because we’re doing big things and we want you to be part of it! And keep your eyes peeled for Harry, he’s out there. And he’s dangerous. He’s decided to grow a mustache, which I support of course. When you see him, think of the principle from Ferris Bueller’s Day Off. Dangerous. IMG_0382

Duke Jarboe
Duke Jarboe


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