Surfers’ Hall of Fame Welcomes Ben Aipa, Herbie Fletcher, and Brett Simpson

HUNTINGTON BEACH, Calif. – Friday, August 3, 2018 – Under clear skies and against the backdrop of a standing room only crowd, the Surfers’ Hall of Fame today inducted Ben Aipa, Herbie Fletcher and Brett Simpson.  All three of the 2018 inductees now have their hand and footprints immortalized in cement for the ages in front of Huntington Surf & Sport at the corner of PCH and Main Street.  Further information is available at

Ben Aipa, the legendary Hawaiian surfer and shaper founded Aipa surfboards in 1970, invented the double-edged swallowtail and split tail designs and served as informal coach and trainer to top surfers Michael Ho, Sunny Garcia , Brad Gerlach and many others.  Leader of the Fletcher surfing dynasty, Herbie Fletcher built Astrodeck into the sport’s most popular surf accessory, produced the storied Wave Warriors video series and led the tow-in movement on Oahu’s North Shore.  Brett Simpson, the son of a former pro football player became the first back-to-back winner of the prestigious U.S. Open of Surfing, won “Rookie of the Year” honors at the Triple Crown of Surfing and was twice named the Orange County “Surfer of the Year.”

Following a cememonial blowing of the conch shell and traditional Hawaiian prayer performed by Ben Aipa’s son Duke and his daughter, Sher Pai, wife of Surfers’ Hall of Fame founder Aaron Pai, blessed the ceremony.  HuntingtonBeach Mayor Mike Posey warmed up the crowd by saying, “Everyday I wake up I thank my lucky stars that I’m mayor of the coolest city.”

Event emcee Todd Kline, a former pro surfer, introduced Aaron Pai and the festivities were formally underway.  “AP” wished his mother a happy 91stbirthday then greeted the industry, surfing royalty, dignitaries and the inductees themselves.  “Styled after the Grauman’s Chinese Theater, inductees into the Surfers’ Hall of Fame have contributed greatly to advance our sport.  Herbie, Ben and Brett, you guys are about to get a little concrete on your feet and hands.”

Attendees included surf industry titans Bob Hurley (Hurley), Walter Hoffman (Hoffman Fabrics), Randy Hild (Roxy), Andy Verdone (HB High School surf team coach) and Brett Barnes (Dukes).  Huntington Beach brass included mayor Posey and former mayors Jill Hardy and Don MacAllister, City Manager Fred Wilson, Police Chief Robert Handy and Marine Safety Chief Michael Baumgartner among dozens of friends, family and dignitaries.  Surf Legends in attendance included former world champions Sunny Garcia, Michael Ho and Peter “PT” Townend along with Chuck Linnen and Jerico Poppler.

The first inducteed was Herbie Fletcher.  Born in Pasadena in 1948, Herbie Fletcher began surfing at age nine and has strong ties to Huntington Beach having gone to the legendary Huntington Beach High School.  Herbie was a semifinalist in the 1966 World Surfing Championships and by the end of the 1970s, he had purchased Astrodeck, founded Herbie Fletcher Surfboards in Dana Point and was among the leaders of the longboard resurgence. In the mid 1980’s Fletcher ventured into surf videos, releasing Wave Warriors, a series of promotional videos for Astrodeck.  Herbie was on the vanguard of the tow-in surfing movement, riding 25-foot waves at Waimea Bay on his Kawasaki Jet Ski and in 1987 he towed in Martin Potter, Tom Carroll and Michael Ho into 12-foot waves at Pipeline.

Eleven time world champion Kelly Slater, unable to attend, sent a text to Todd Kline stating, “Herbie was responsible for creating deck pads, something almost every surfer uses today.  The Fletcher’s are synonymous with surfing.  All wave warriors owe a debt of gratitude for them pushing the boundaries of the sport.”

“I love surfing so much,” said an elated Herbie Fletcher. “Hobie Alter have me my first job then Bruce Brown put me in one of his surf movies.  “With the money that I saved, I gave up my life to go to Hawaii and surf.”  Herbie carved a cool little wave into his concrete tribute.

Next up was Ben Aipa.  Born in Honolulu in 1942, legendary Hawaiian surfer and shaper Ben Aipa was a finalist at the Duke Kahanamoku Invitational Contest at Sunset Beach in 1966 and finished fourth in both the 1967 Makaha International and the 1975 Lightning Bolt Pro. However, it’s as a surfboard shaper that Ben made his most significant imprint on the sport, making the board that fellow Hawaiian Fred Hemmings used to win the World Championship in 1968 and then founded Aipa Surfboards in 1970. Ben invented the doubled-edged swallowtail design in 1972 and followed this with the split-tail design in 1974. Aipa also has served as an informal coach and trainer to such top surfers as Michael Ho and Sunny Garcia. Surfing magazine named Ben one of the Top Ten Shapers of All-Time in 2004.

“I was coached by Ben since I was 11 years old,” said 2000 world surfing champion Sunny Garcia.  “I am blessed to be part of his life, always being coached, always being loved and always driving him crazy.  I wouldn’t miss this moment for the world, watching him get inducted.”

Slater also passed along cragraulations for Aipa texting, “Ben Aipa is one of may all-time heroes; always a supporter and always a friend.  Since I grew up with Akila (another of Ben’s sons), I always felt like a part of his family.  I love you and appreciate you.”

“Being a part of Huntington Beach is a part of my life,” Ben Aipa stated.  “I really enjoy knowing that I can see my name there and jump all over it!”  After placing his hands and feet into his patch of wet cement, Ben Aip wrote, “Aloha, sting it.”

The day’s final inductee was Brett Simpson.  Born in 1985 in Long Beach, Brett “Simpo” Simpson grew up in an athletic family headed by his father, Bill Simpson, a tough defensive safety with the Los Angeles Rams in the 1970s. When Brett was 12 years old, he and his friends decided to give surfing a try. Brett’s style caught the eye of Andy Verdone, legendary coach of the Huntington Beach High School surf team. Brett’s career reached stratospheric heights when he defeated reigning World Champion Mick Fanning to win the 2009 US Open of Surfing. The following year, Simpson defeated legendary world champion Kelly Slater to become the first surfer to win back-to-back U.S. Open Championships.

“Bill Simpson called me about Brett enrolling in school and I was stunned because I was a fan of football and knew of Bill,” said Coach Andy Verdone.  “I just want him to have the best he said.  I’m turning him (Brett) over to you now.”

Aaron Pai (and Huntington Surf and Sport) supported Brett from day one and had this to say, “ He’s the best ambassador for the sport of surfing.  He rips in the water and on land.”

Bret, who carved “Keep it Simpo” into his stone, said “This passion that I have for surfing took over my life.  Those U.S. Open wins out here were surreal to this day.  I’m blessed.  I’m honored.  Thank the lord.  And thank Huntington Surf and Sport for being the most core surf shop in the world.”

Highlight Quotes from the Ceremony:

PT: “Herbie was responsible for the resurgence of longboarding in the 1980s.

Sunny Garcia: “I stayed with Nathan and Christian (Herbie’s son’s) in Hawaii when I was 13.  Little did I know that they were vegetatians and I’m a meatatarian.  The Fletchers are still inspiring to this day.”

Walter Hoffman: “Herbie is a great son-in-law.  We still surf together whenever possible.

Nathan Fletcher: “It’s a great honor to be his son.  Thank you and I love you dearly Dad.”

Bob Hurley: “I always try to model my surf stoke after Herbie Fletcher.

P.T. “Ben Aipa had a great impact on the shapers in the 1970s.  We all built swallowtails and stingers.”

Michael Ho: “Ben is like my other Dad.  He was my first real sponsor.  Ben is a true man that took care of a lot of surfers.  He taught all of us how to surf.”

Duke Aipa: “Dad, you’ve touched the hearts and souls of so many.  You’ve made me the man that I am today so I can raise my kids the right way.  You are my idol.”

Bill Simpson: “I remember vividly the 2009 U.S. Open.  I thought, could they really be happening?  It really was and was a career making moment for him.  It’s been a great ride and I couldn’t be prouder of him.”
Bob Hurley: “I’m so proud of you (Brett).  Your competitive journey has been a fairy tale.  Congrats and welcome.”

The Surfers’ Hall of Fame induction ceremony pays tribute to those individuals who have made an indelible mark on the sport, industry and culture of surfing.  Annually, tens of thousands of visitors travel to Huntington Beach’s downtown area and literally walk in the footsteps of surfing superstars and legends from several eras including Laird Hamilton, Andy Irons, Jack O’Neill, Robert August, Bob Hurley, Sean Collins, Kelly Slater, Lisa Andersen, Gerry Lopez, George Downing, Shane Dorian, Greg Noll, Corky Carroll, Shaun Tomson, Rob Machado, Timmy Turner, Shawn Stussy, Sumo Sato, Rabbit Kekai and many more, who are already immortalized in cement.

The nation’s first imprint collection of legendary surfers, the Surfers’ Hall of Fame celebrated its first induction in 1997 inside of specialty retailer HuntingtonSurf & Sport where several slabs remain.  Four years later with the blessing of the City Council and a stunning bronze statue of Duke Kahanamoku serving as a backdrop, the ceremony moved outside to the corner of PCH and Main, less than 100 feet from the famed Huntington Beach Pier, site of the Vans U.S. Open of Surfing.



GO ALL IN for TEACH ONE TO LEAD ONE, a program designed for creating and delivering mentoring for at-risk kids! Come enjoy an evening of live entertainment while playing at your favorite casino table for a great cause! The event is being hosted by Southwest Jet Center (A Theory R Property). $25/advance ticket includes $500 of gaming chips (redeemable for prize giveaways), two drinks, appetizers from Fresh Barbecue Innovations and live entertainment featuring “Wide Awake” – a U2 tribute band.

All proceeds raised for the night will benefit TEACH ONE TO LEAD ONE to provide at-risk kids with mentors through their program right here in the Scottsdale/Phoenix area. Visit their website to learn more about the cause: T1L1 or contact Richard Doe: 480-209-7291 ~ Richard.Doe(at)t1l1(dot)org

Hosted by Southwest Jet Center, a Theory R Property

Saturday, February 10th 6:00 pm – 10:00 pm

Echo Park Hangar #1
15230 North 75th Street
Scottsdale, AZ 85260

Purchase advanced tickets online here: Buy Tickets

About Theory R
Theory R was founded in 2002 by Gary Daichendt, the former Executive Vice President of Worldwide Operations for Cisco Systems Inc. Theory R operates with a high level of integrity, and the constant reminder to “do what is Right.” Theory R Properties is a premier West Coast Real Estate company with properties throughout California and Arizona. Theoryr R purchased Southwest Jet Center in 2012 and has grown it into one of the largest private hangar facilities at the Scottsdale Airport. They offer premium customer and aircraft services which have allowed for great success in business and leisure aviation.


HUNTINGTON BEACH, Calif. – Friday, August 4, 2017 – Hearlded as one of its finest ceremonies to date, the Surfers’ Hall of Fame today welcomed Bethany Hamilton and Mick Fanning as its 2017 inductees. Further information is available at

Bethany, who survived a tragic shark attack in 2003, went on to become an inspiration to millions of surfers and non-surfers alike across the globe through her story of determination, faith and hope. Mick overcame a career-threatening injury and one of sport’s greatest competitive dynasties, in the form of American Kelly Slater, to reach surfing’s highest echelon three times to date. Both inductees now have their hand and footprints immortalized in cement for the ages in front of Huntington Surf & Sport at the corner of PCH and Main Street.

Following a blessing from Sher Pai, wife of Surfers’ Hall of Fame founder Aaron Pai, opening remarks were made by 2016 inductee Sumo Sato, who is fighting Cancer, and Huntington Beach Mayor Barbara Delgleize who stated, “I want to give a big shout out to Aaron Pai and his family and all they do for the sport of surfing. Events like the Surfers’ Hall of Fame really make a difference.”

Event emcee Todd Kline, a former pro surfer, introduced Aaron Pai and the festivities were formally underway. Aaron then greeted the industry, surfing royalty, dignitaries and the inductees themselves. “Styled after the Grauman’s Chinese Theater, inductees into the Surfers’ Hall of Fame have contributed greatly to advance our sport. Today we welcome Bethany and Mick. You have inspired many generations of people with your will to be unstoppable! You both are truly the King and the Queen of Modern Surfing”

In addition to surf industry titans including Bob Hurley (Hurley), Andy Verdone (HB High School surf team coach), Kelly Gibson (Rip Curl), Brett Barnes (Dukes), John Cobian (Cobian Footwear), Huntington Beach brass included former mayors Jill Hardy and Don MacAllister, City Manager Fred Wilson, Police Chief Robert Handy and Marine Safety Chief Michael Baumgartner among dozens of friends, family and dignitaries. Surf Legends Chuck Linnen, Jerico Poppler and Peter “PT” Townend were among the attendees.

Bethany Meilani Hamilton-Dirks was born in Lihue, Kauai. At the age of thirteen, Bethany lost her left arm to a 14-foot tiger shark, which seemed to end her career as a rising surf star. One month after the attack, Bethany returned to the water and within two years had won a national amateur title. In 2007, Bethany realized her dream of surfing professionally and since then her story has been told in a New York Times best selling autobiography and the 2011 film, SOUL SURFER.

At the 2016 Fiji Women’s Pro, she placed 3rd after upsetting two of the top seeded women on the world tour, Tyler Wright and Stephanie Gilmore. Bethany is involved in numerous charitable efforts, including her own foundation, Friends of Bethany, which reaches out to amputees and youth, encouraging a broken world by offering hope to overcome through Jesus Christ.

Using her platform as a professional athlete to promote living a fit and healthy lifestyle, Bethany authored the book BODY AND SOUL in 2014. Her latest project, UNSTOPPABLE, a surf documentary which will showcase her as one of the best women surfers in the world, will release soon. Bethany’s greatest joy is being a wife and mother, and she continues to touch and inspire lives globally as a professional surfer, and motivational speaker. She will be honored as SIMA’s 2017 Waterman of the Year.

“I’m so honored to be inducted into the Surfers’ Hall of Fame,” said Bethany. “I’ve had so much fun surfing and chasing my dreams. Hope is such a key part in this life. Surfing has brought me a lot of hope. I love being in the ocean and I’m thankful for the journey.” Bethany wrote “Always Hope (heart symbol) Bethany 8/17.”

Michael Eugene “Mick” Fanning, nicknamed “White Lightning,” was born on June 13, 1981 in Sydney, Australia. In his first year on the pro tour at age 22, Mick finished an incredible 5th in the world, earning the ASP Rookie of the Year award. In 2003 Mick climbed one step higher and finished 4th and many thought 2004 would be Mick’s year. However, a catastrophic freesurfing injury changed everything. Mick ripped his hamstring clean off the bone, was out of action for six months and left questioning whether he’d ever again surf competitively.

His comeback to the World Tour was a stirring win in front of 20,000 fans at his homebreak, Snapper Rocks. Mick then put together one of the most impressive competitive seasons of all time, winning three events, finishing runner-up in another and making four semi finals. His incredible effort in 2007 saw Mick become the first Australian to unseat Slater for a world title in 15 years. In 2009, Mick clawed his way from nowhere to catch runaway ratings leader, Joel Parkinson, one of his best friends, to capture World Title number two. He climbed to the top again in 2013, collecting his third World Title ahead of Slater in one of the sports most thrilling title showdowns.

Fanning became a household name in July of 2015, when he was attacked by a Great White shark during the finals of the J-Bay Open in South Africa. In a legendary move on live webcast, Fanning punched the shark and survived unscathed. Considered to be the fastest surfer in the world and credited for bringing peak physical performance to the forefront.

“I’ve been on tour for 16 years, seen many sights and suffered several embarrassing moments, but I always feel welcome in Surf City, said Fanning. “Being the youngest of five kids I learned to never back down and how to make it back to the top of the peark.” Mick wrote “Enjoy” in concrete.

Press Contact:
Mike Kingsbury
(714) 375-2188



Theory R Properties, is pleased to announce that Morris Construction in conjunction with architect Team Design, are making excellent progress to the 3-phase expansion project at the iconic Pierside Pavilion, which will be rebranded the Huntington Surf and Sport Building and sits across from the Pier on Main Street & Pacific Coast Highway in Huntington Beach. When complete, there will be an additional 30,000 square feet housed in a 4-story building. The expansion will house high-end retail on the ground floor, a 2nd floor upscale restaurant with a rooftop terrace and two floors of office space.

Theory R Properties which purchased the building in 2002, commenced a significant remodel and addition to the property in 2016. Phase I which consisted of a refacing and expansion of store fronts to the drip-line was recently completed by renowned architect and owner of Team Design, Jeff Bergsma. Mr. Bergsma designed the entire project consisting of 3 phases. Phase II is the complicated installation of new elevator banks, stairway access to BLK restaurant and a clearing of the courtyard in preparation for phase III which will be the construction of a new tower. Team Design has worked in concert with Morris Construction on Phase II which is nearing completion this summer.

The new restaurant space will offer a sprawling 8,000 square feet to a fine dining establishment. It will include a gourmet kitchen, upscale finishes and plenty of attraction allowing a new business to thrive. The seating space includes a large indoor area as well as a partially covered terrace. The most exquisite piece of this space is the large rooftop terrace where diners can enjoy the beautiful views that Huntington Beach has to offer.

Over 10,000 square feet of the new expansion are dedicated to office suites, some including balcony space with sweeping views of the Pacific Ocean.

“This is an exciting project and opportunity to design and construct a more contemporary look to this landmark building where visitors tend to congregate due to its premier location” stated Mr. Bergsma.

Chris Morris, President of Morris Construction, added “there is a lot of complexity when building at and even below sea level. We were delighted to be selected by Theory R Properties for our expertise in this area and look forward to what promises to be an outstanding finished product.”

Currently, Huntington Surf and Sport Building is a collection of bustling shops, offices and restaurants in nearly 90,000 square feet of existing space. The new addition will increase the overall square footage to over 120,000 square feet of retail, restaurant and office space. Existing shopping and dining establishments include Huntington Surf & Sport, Volcom, Hurley, Haviannas, Subway, BLK, Ponderosa Steak House, Gallagher’s Pub and Grill, Fred’s Mexican Café and George’s Grill.

Gary Daichendt, owner of Theory R Properties, stated “I could not be more delighted in working with Bergsma and Morris and the progress we have made.”


Envida and Bad Elf have just relocated to the newly remodeled Echo Executive Business Park unit of Southwest Jet Center in Scottsdale, AZ., announced Theory R Properties, owner, leasing and managing agent for the 100,000-square-foot property.

Envida is a leading digital marketing and social media agency. For over 10 years, Envida has earned the reputation as the go-to powerhouse for businesses and brands to create online buzz. With a client list ranging from national restaurant chains to the biggest property management companies in America. Envida was voted one of the Top Social Media Agencies by Ranking AZ and the featured social media experts on the syndicated show ‘The List TV.’

“Envida selected Echo Executive Bussiness Park and our new office space based on the well-executed remodel and space layout. The Property Managers were super easy to work with and very accommodating to our needs,” said Candie Guay, Co-owner at Envida Group.

Bad Elf envisions, designs, and manufactures niche hardware and software with an emphasis on Apple’s “Made for iPod” program. Bad Elf’s team spans the USA geographically and shares over a decade of shared work and personal history. The Bad Elf team mixes decades of experience and expertise in embedded hardware, firmware, middleware, and application software.

“Our suite at Echo Executive Business Park was recently remodeled and has a very modern design with lots of windows and high ceilings, and we love the proximity to great restaurants in Kierland and Scottsdale Quarter. The Propery Manager has been extremely responsive to our needs and we look forward to growing with them,” said Brett Hackleman, CTO/Co-founder of Bad Elf.

“Envida Group and Bad Elf are both an excellent fit with our existing tenant roster,” said Chris Scheideler, Senior Property Manager for Theory R Properties. “As we continue to expand and diversify Echo Executive Business Park’s mix, these tenants will add a new and exciting element for existing tenants and the community at large.”

Located just off of 75th street and N. Airport Drive in Scottsdale and in close proximity to both Kierland and the Scottsdale Quarter, Echo Executive Business Park offers office suites that implement a modernized theme with industrial style ceilings, refreshing flooring, glass store-front private offices and upscale kitchenettes.

Echo Executive Business Park was virtually empty when purchased by Theory R in 2015 and subsequently underwent an extensive renovation. It is nearly at capacity now with only two remaining office suite availabilities that range from 800 square feet to 3,000 square feet.

“Location plays a pivotal role in the success of many businesses. Outstanding demographics and proximity to thriving areas are among many factors that attract new tenants. We expect both to enjoy great success here,” said Scheideler.


HUNTINGTON BEACH, CALIF. – Amidst a standing room only crowd of surf industry royalty, city royalty, family, friends and past and present employees, Huntington Surf & Sport celebrated its Grand Opening on Wednesday, May 25 at the corner of PCH and Main Streets in Surf City USA.

Among the dozens of dignitaries in attendance were Vans GM of North America Doug Palladini, Firewire Surfboards President Mark Price, Duke’s GM Brett Barnes, Peter “PT” Townend and Vans’ founder Steven Van Doren who was serving breakfast to all attendees. Luminaries included Stance President John Wilson, Reef President Jeff Moore, O’Neill’s Steve Ward and Pat O’Neill, former Surfing Magazine Publisher Bob Mignogna, Volcom President Kevin Meehan, Salty Crew Co-Founder Jared Lane and former professional surfers Taylor Knox and Jeff Deffenbaugh. City of Huntington Beach royalty included Robert Handy, Chief of Police, Mike Eich, Junior Lifeguard Chief, and Mike Baumgartner, Lifeguard Chief. Special guest speakers included Hurley founder, Bob Hurley, legendary Huntington Beach High School surf team coach, Andy Vendone, and the first employee that Aaron Pai hired after purchasing HSS in 1979, Greg Osthus. Hurley spoke at length about how HSS has captured the essence of the sport and acts as a “curator” for all generations of surfers. He also confirmed that HSS was the first dealer for Hurley-branded surfboards, with Aaron Pai fronting him $2,400 for eight surfboards in 1979; giving him free creative reign.

Verdone discussed the many surf trips that he and Aaron have taken to the world’s most exotic locations, and how HSS has cultivated a “family” atmosphere that makes the store welcoming for everyone. Osthus shared several stories (past, present and future) about how Aaron constantly pushes the retail envelope and continues to evolve HSS into the premier specialty retail destination. Greg mentioned how he was the young surf rat wanting a job back then and his 12 year-old son represents the new generation of kids that will be taking over soon.

Aaron Pai opened the ceremony by describing the recently completed renovations to the iconic store which included “blowing out” all of their front-facing walls on Main and PCH streets some 15 feet and adding more than 3000 square feet of retail space. A massive wetsuit room and flagship stores for Vans, Volcom, Hurley and Channel Islands and allows Huntington Surf & Sport to offer the largest inventory and best selection of hardgoods on the West Coast. “We have physically built out and remodeled the majority of our Main and PCH location and, most importantly, the next generation of Pai’s—Trevor, Taylor and Ashlyn—have taken the helm,” said Aaron Pai. “So with the Pai kids taking over and leading…this was a major remodel of both ‘physical structure and positive energy’ that I am stoked on!” Aaron also discussed learning to surf at Waikiki and the Huntington Pier, and being taught the true “Aloha Spirit” and importance of family from his Grandma Choi. “Because of HSS I have surfed around the world—Tavarua, South Africa, Australia, the Menatawais—and have had some amazing and unforgettable experiences,” said Aaron. “And I am so happy that Trevor, Taylor and Ashlyn have already started on this incredible journey!”

The ceremony concluded with the cutting of three red ribbons at the store’s main entrance representing the past, present and future of HSS. Aaron’s mother, who originally loaned him the money to purchase the store, cut the first ribbon representing the past. Aaron cut the second ribbon representing the present. And Aaron’s sons Taylor and Trevor cut the third ribbon representing the future of HSS. And with that, the store was opened to the public for all the surf industry, surfing community, friends and family to enjoy and see.

Press Contacts:

Mike Kingsbury, Mary Doherty, MKM;

(714) 375-2188




HUNTINGTON BEACH, CALIF. – Huntington Surf & Sport has completed a major renovation at its downtown (Main and PCH) location and is set to formally unveil its new look on Wednesday, May 25 at 8am. There will be special guest speakers, while Aaron Pai along with two others will cut three ribbons representing the past, present and future of HSS to the surf community, industry, friends and family. Information is available at

The Huntington Surf & Sport Grand Opening is really important because of two significant and distinct factors. “We have physically built out and remodeled the majority of our PCH and Main Street location and, most importantly, the next generation of Pai’s—Trevor, Taylor and Ashlyn—have been taking the helm,” said Aaron Pai. “So with the Pai kids taking the helm and leading…this is a major remodel of both ‘physical structure and positive energy’ that I am stoked on!”

The five time SIMA Retailer of the Year has completed extensive renovations to the store, including “blowing out” all of their front-facing walls on Main and PCH streets some 15 feet and adding more than 3000 square feet of retail space. A massive wetsuit room and flagship stores for Vans, Volcom, Hurley and Channel Islands and allows Huntington Surf & Sport to offer the largest inventory and best selection of hardgoods on the West Coast for surfers to check out the latest products and equipment.

The all new Hurley store within HSS is simply amazing, and featured Hurley family members participating in the design and construction. Attendees at the Grand Opening also will see a mind blowing Volcom store (within the store) and the bigger and better surfboard room is a surfer’s dream along with a new and larger Java Point Coffee Bar. “I’m super excited on the product mix, innovations, and stoke that’s being poured into the foundation of HSS,” said Taylor Pai. “There’s no greater time to introduce and provide the best to consumers with everything surf.”

Aaron grew up surfing at the pier and his sons Trevor and Taylor were raised in the same water and surf every day in front of the store. They all love surfing Tavarua, the Mentawais and their home break of Huntington. “Every morning when I go to work, I feel blessed to work with my sons Trevor and Taylor and my daughter Ashlyn, said Aaron. “I’m so stoked that all of my kids (including Lindsay) love the ocean and live the surfing lifestyle. Special thanks to my wife Sher for all her loyalty, dedication and behind the scenes work.”

Born in Honolulu, Hawaii, Aaron learned to surf at Waikiki and the Huntington Pier, and was taught the true “Aloha Spirit” and importance of family from his Grandma Choi. In 1978 the 23 year-old northside pier rat was hired out in the water on the northside by Huntington Surf & Sport as its first employee, earning $2.25 an hour selling wax, T-shirts and surfboards. The following year, Aaron borrowed some money from his parents then purchased the surf shop. After moving directly across from the pier in 1990, the Pai family began to shape HSS into a one-of-a-kind surf shop that continues to redefine the specialty retail experience. And now the next generation of Pai’s led by Trevor, Taylor and Ashlyn have taken the reins.

“I got into this business in 1978 for the love of surfing,” said Aaron. “I wanted to surf for the rest of my life and even today with Trevor, Taylor and Ashlyn, it’s all about our love for the sport of surfing and sharing it with all the guests who come through our doors.

For over 30 years HSS has supported the Huntington Beach High School surf team, and local rippers from Timmy Turner to Brett Simpson and Courtney Conlogue. And among the Pai family’s most heartfelt achievements is the Surfers’ Hall of Fame, a surfer’s version of Grauman’s Chinese Theatre. Annually, tens of thousands of visitors walk among the hand and footprints of legendary surfers from Kelly Slater and Laird Hamilton to Sean Collins and Lisa Andersen and experience a little slice of our surfing culture from years past.

Aaron and the Pai family love the local surf community. Aaron helped organize and was a featured speaker at the “paddle outs” for the late Andy Irons, a former World Surfing Champion, and for the late Sean Collins, a pioneering surf forecaster and legend among legends in the surf world. HSS has supported the National Scholastic Surfing Association, the Huntington Beach Junior Lifeguards and the Huntington Beach City Surf Contest for over three decades. In August of 2002 Aaron was selected by Surfer Magazine as one of the 25 most powerful people in surfing alongside Laird Hamilton, Kelly Slater, Andy Irons, Sunny Garcia and other icons of the sport of surfing.

The shop prides itself on a huge selection of hard goods and surfboards by all the top shapers. According to legend, in 1979 Aaron fronted the money to Bob Hurley, another northside surfer, so he could shape eight Hurley Surfboards for the store. “Needless to say, I was blown away at his belief in others,” Hurley told “He was the first dealer for Hurley Surfboards and I am forever grateful. Aaron and the crew believe in surfing and they believe in people.”

Aaron, Trevor, Taylor and Ashlyn are part of a close knit family who love the ocean and live the surfing lifestyle. Trevor and Taylor are solid surfers, divers, fishermen and true watermen. “Because of HSS I have surfed around the world and have had some amazing and unforgettable experiences,” said Aaron. “And I am so happy that Trevor, Taylor and Ashlyn are about to embark on this incredible journey!”

“We want to thank all the Surf Industry and all the Surf Brands, customers, friends and family for all your support! Brands like Hurley, Volcom, Vans, Channel Islands, Salty Crew, ROARK, RVCA, O’Neill, Reef, Billabong, Quiksilver to name a few,” said the Pai family. “We are so blessed…and so grateful for the Huntington Surf & Sport crew past and present. We’re so thankful to the people of Huntington Beach and humbled and honored to be part of this great community!”


Press Contacts:
Mike Kingsbury, Mary Doherty, MKM;

(714) 375-2188


When Pierside Pavilion was being built across the street from the Huntington Beach Pier in 1989, Aaron Pai knew he would have a battle on his hands — not to keep it out, but to get his business in.

“We fought hard to get into this location,” said Pai, the owner of Huntington Surf and Sport. “We fought a huge corporation with tons of stores.”

To rally community support, Pai stood at the corner of Goldenwest Street and Pacific Coast Highway asking people to sign his petition. Hundreds signed it and Pai brought it to the mayor.

Twenty-six years later, Huntington Surf and Sport not only has a lease, but the current building owner, commercial real estate firm Theory R Properties, is renaming Pierside Pavilion after the shop, which sells surf clothing, surfboards and related gear.

“Everyone knows it by Huntington Surf and Sport and the Surfers’ Hall of Fame,” said Gary Daichendt, who founded Theory R Properties in 2002. “Their business is extremely successful and family-oriented. They’re just a great family.”

– Ashlyn, Taylor and Aaron Pai are the owners of Huntington Surf & Sport. (Scott Smeltzer / Weekend)
The renaming is part of a $10-million renovation that has been more than five years in the making for Pierside Pavilion, which houses Diane’s, Fred’s Mexican Cafe and other retail businesses.

The renovation, to be completed in summer 2017, will include converting the former theater into office space, expanding out the storefronts and building a 30,000-square-foot tower that will house office and retail space and a restaurant with ocean views.

Pai said he is honored to have Pierside Pavilion renamed after his business.

“What an iconic building to have our name on,” said Pai, who now owns four Huntington Surf and Sport stores, all in Huntington Beach. “We’re on the corner of Main Street and Pacific Coast Highway. We consider it the epicenter of the surfing world right here.”

Aaron Pai, owner of Huntington Surf & Sport, looks at a photo of his son Taylor surfing at the company’s office in Huntington Beach on Tuesday. (Scott Smeltzer / Weekend)
In many ways, Huntington Surf and Sport is synonymous with the history of surfing, housing the first inductees of the Surfers’ Hall of Fame in 1997. In 2002, the means of honoring legends of the sport in the form of handprints and footprints extended to the sidewalk outside the shop.

“Surf runs deep in Huntington Beach,” Pai said. “There’s really nowhere else like it in the world.”

Pai, who moved to California from Hawaii at the age of 1, was surfing at Huntington Beach when he was approached about working at a new surf shop called Huntington Beach Surf and Sport, which at the time was on 15th Street at Pacific Coast Highway.

A year later, Pai went from being the store’s first employee to becoming store owner when the previous owners wanted out.

“I always wanted to run a surf shop,” Pai said. “I dreamed of it as a little kid and in my teens. I even went to Orange Coast College to learn business.”

His father, a structural engineer, and his mother, a teacher, lent him the $60,000 to buy the business.

“I was 23 years old — scared, so scared,” Pai said. “That was a lot of money for them because they scraped for every penny.”

It was a family business from the moment Pai purchased the surf shop in 1979, which back then was a shack that sold a few surfboards, surf waxes and clothing.

His parents worked with him behind the scenes to grow the business. That help continued even after Pai vacated the 15th Street location in 1994.

His father designed many of the Pierside Pavilion shop’s elements, including a rock archway where an octopus sculpture is still perched and the mezzanine that houses the store’s Java Point cafe.

Surf memorabilia and a large photo of his son Taylor catching a massive wave in Newport Beach decorate the shop. On a recent day, a long-haired man was scraping wax off a surfboard not far from a table of neatly folded sweatshirts.

“The love of the sport is built into the foundation and into the walls of the store,” Pai said.

Now Pai’s children, Trevor, Taylor and Ashlyn, help run the business.

“We would walk through the surf shop every morning at about 5:30 a.m.,” said Taylor Pai, 26, who recalled going to work with his father as a boy. “You could smell the wax and the rubber from the wetsuits. Then we get to go surfing. We get to do that to this day, which is pretty special.”

Today’s surf consumers are more into customization, Taylor Pai said.

“There’s a lot more creativity and innovation between surf brands and surf culture and the young kids, whether it be shaping your own board or coming to the shop to talk to our staff about surfboard design and what goes into a surfboard,” he said.

Buying local is another retail trend, said Ashlyn Pai, 24.

“And that’s on our side,” she said. “We’re not a franchise or a chain. We are family-run and us sticking to that … provides a long-term steadiness.”

Aaron Pai said he still feels the same excitement when seeing new surfing products come through his store as he did when he started the business nearly 37 years ago.

“We’re just lucky and fortunate enough to be able to make a living and live the surfing lifestyle,” he said.


The iconic Pierside Pavilion, which sits across from the Pier on Main Street & Pacific Coast Highway in Huntington Beach, will be rebranded the Huntington Surf and Sport Building after its largest tenant: Huntington Surf and Sport. The Huntington Surf and Sport Building is in its final expansion with plans to construct over 27,000 square feet housed in a 4-story building. The new expansion will be attached to the existing Huntington Surf and Sport Building and will house high-end retail on the ground floor, a 2nd floor upscale restaurant with a rooftop terrace and two floors of office space.

Huntington Surf and Sport was founded in 1978 right on Huntington Beach by Aaron Pai. He was offered an entry level positon for a small surf shop then, only one year after he began, the owners offered Aaron the entire business. He decided to purchase it and thus began Huntington Surf and Sport . Huntington Surf and Sport is a staple in Huntington Beach and an icon in the surf retail world. Huntington Surf and Sport puts extensive thought into their merchandise and retail displays, always keeping a true “Aloha Spirit”. “It’s all about the love of our Sport of Surfing and sharing it with people,” said Pai, “we’re not about the sale; we’re all about helping people and providing what’s right for them. The sale is just the fruit of helping people.” The name change of Pierside Pavilion comes on Huntington Surf and Sport’s 25th anniversary at the Huntington Beach Pier location.

In the new expansion of the Huntington Surf and Sport Building, ground-floor retail shops will allow pedestrians easy access to shopping and offer retailers extra space to display merchandise. This setup will attract more attention to their shops, boosting sales and interest. The additional ground floor retail space at the Huntington Surf and Sport Building will increase the already high foot traffic in the area, bringing more business to the existing shops and restaurants.

The new restaurant space will offer a sprawling 8,000 square feet to a fine dining establishment. It will include a gourmet kitchen, upscale finishings and plenty of attraction allowing a new business to thrive. The seating space includes a large indoor area as well as a partially covered terrace. The most exquisite piece of this space is the large rooftop terrace with a reflecting pool where diners can enjoy the beautiful views that Huntington Beach has to offer.

Over 10,000 square feet of the new expansion are dedicated to office suites, some including balcony space with sweeping views of the Pacific Ocean.

Currently, Huntington Surf and Sport Building is a collection of bustling shops, offices and restaurants in nearly 80,000 square feet of existing space. The new addition will increase the overall square footage to over 100,000 square feet of retail, restaurant and office space. Existing shopping and dining establishments include Huntington Surf & Sport, Subway, Andes Peruvian Arts & Crafts, Gallagher’s Pub and Grill and Surfline, Inc.

“Pierside Pavilion is a well-established shopping center and this expansion is going to bring increased business to the area. We are happy to be filling out the space with upscale retailers and providing improvements to this area of Huntington Beach.” –Gary Daichendt, Founder, Theory R Properties

Other improvements to the Huntington Beach area are happening around the same time frame. Just to the south of Huntington Surf and Sport Building, a 191,100 square foot center is being constructed. This new establishment, called Pacific City, is planned as a communal city with residents, boutique hotels, restaurants and retail shops. Pacific City is expected to bring in a whole new crowd of people to Huntington Beach, increasing popularity and income for the area. In addition, The Strand on Fifth Street is located just north of the Huntington Surf and Sport Building. The Strand was constructed similarly to the hopes for Pacific City. It held its grand opening six years ago and is currently thriving as an authentic beach lifestyle shopping center with fine dining and community events.


After nearly 5 years of vacancy, Echo Executive Business Park has been brought back to life and is currently setting at 97% occupancy. Southwest Jet Center purchased the distressed asset in December 2014 and immediately filled the 19,000 square feet hangar space to 100% occupancy. Southwest Jet Center’s main location is directly across the Scottsdale Airport runway from Echo Executive Business Park. Theory R Properties undertook the task of managing the construction rehab of the distressed buildings and is the current property management company.

Echo Executive Business Park was built in 1985 and boasted high occupancy levels for many years. However, as the building aged, occupancy levels dwindled down to 7%. Echo Executive Business Park features an excellent location near Gate A of the Scottsdale Airport and offers both office and hangar space. To attract new businesses and return occupancy levels to their original high rate, Theory R Properties effectively managed and completed over $350,000 in capital improvements.

Improvements began with renovations to the exterior including fresh new paint, new energy efficient LED lighting, parking lot improvements and new landscaping. Theory R Properties then turned their focus to a renovation of the office buildings. Existing tenants were relocated to one building while the other three underwent mass renovations. First, a complete tear down to the shell, then new walls were constructed with fresh flooring and kitchenettes that spoke to a modern theme. Many spaces were built to suit specific floorplans for their new tenants while others were built out as spec suites. Bright paint colors and industrial style ceilings add to the new, modern feel of Echo Executive Business Park.

Currently, Echo is 80% renovated and 97% occupied. A few of the new tenants include a marketing firm, law firm and an electrical supply distributor.


Posted: Sep 23, 2015 8:00 AM

Joe Daichendt, CEO of Theory R, worked to close four deals worth $20 million in the greater Phoenix area.

Phoenix, AZ (PRWEB) September 23, 2015

Theory R Properties, a premier West Coast Real Estate company, has set themselves at the top of the crowd with over $20 million in recent acquisitions. Building on their success in California, in 2012 Theory R expanded into Arizona and established an office at the Scottsdale Airport where they are now the largest owner of Aviation Real Estate.

CEO Joe Daichendt says: “Given our success, expanding further into Arizona was the natural next step for our company and we are thrilled with the properties we have seen and purchased thus far. I’m continually optimistic on the momentum of the Phoenix market.”

Working closely with Mike Milic at Colliers International, Joe closed the four transactions within six weeks. Included in the recent sales are four properties: Facilitec Headquarters in Phoenix, a large restaurant acquisition near the Scottsdale Quarter, Southwest Jet Center at Mesa-Gateway and The Corner Shopping Center in North Scottsdale.

“Joe is easy to work with and has purchased and turned around many failed properties. What’s unique about him and his company is that they continue to own most of these properties decades later. They are not your typical turn and burn type of investor. Theory R is going to go far in the Phoenix area and we hope to work with them in the near future.”
–Mike Milic, Colliers International

The PHX Design Center is a dazzling building constructed of modern glass and steel with over 64,000 square feet. It has a custom designed interior for Facilitec, a workspace solutions company that plans to stay in the building and attached warehouse for many years.

The restaurant acquisition near Scottsdale Quarter is an upscale restaurant space with outdoor space including a pool and several cabanas. The restaurant is over 10,000 square feet of interior space with large patios and is currently being remodeled. Before the sale ever concluded, Joe Daichendt was successful with brokering a transaction that will bring a in a world class restaurant operator that will soon be announced

Southwest Jet Center | Mesa-Gateway is a state-of-the-art aviation facility with two 25,000 square foot hangars attached to upscale office space. The property sits on the runway at the Mesa Gateway airport and has a total of 73,826 square feet. Immediately after the acquisition, the West portion of the property was leased to N1 Engines, a turbine engine parts company.

Lastly, The Corner Shopping Center is a vibrant shopping center in North Scottsdale within the Airpark.

Theory R has a stellar track record in investing and is continually looking for additional investments in the Phoenix and Southern California markets.

About Theory R

Theory R was founded in 2002 by Gary Daichendt, the former Executive Vice President of Worldwide Operations for Cisco Systems Inc. Theory R operates with a high level of integrity and the constant reminder to “do what is Right”. Theory R is refreshingly personal to do business with. Find Theory R at:

For the original version on PRWeb visit:


SAN JOSE, Calif. – Aug 06, 2015:

Polycom, Inc. (Nasdaq: PLCM) today announced that it has appointed Gary Daichendt to the Polycom Board of Directors effective August 5, 2015. Daichendt’s expansive career as a senior officer of leading organizations provides him broad expertise in senior management, strategy and operational excellence, as well as an extensive understanding of the global IT industry.

Daichendt served as Executive Vice President Worldwide Operations at Cisco, where he was responsible for global sales, support, distribution, manufacturing and strategic alliances. He spent eight years at Wang Laboratories, serving as its Vice President of Central Operations and Vice President of Marketing. He was also President and Chief Operating Officer at Nortel Networks and spent 10 years in various sales, marketing and management positions at IBM.

“I am delighted to welcome Gary Daichendt to the Polycom Board of Directors,” said Kevin Parker, Chairman of the Board, Polycom. “Gary brings significant business strategy, customer focus and technology expertise through his previous senior executive roles at large global companies, which aligns perfectly to Polycom’s market opportunity and focus on driving profitable growth. Gary will be a great addition to the board, and we look forward to working closely with him.”

The Polycom Board now has eight members.

Daichendt also has extensive experience in public company corporate governance. Currently, he serves on the boards of NCR Corporation and Juniper Networks, Inc. Previously, he served on the boards of ShoreTel, Inc. and Emulex Corporation.

“I am excited to join Polycom at such an interesting and compelling time for the unified communications and collaboration industry,” said Gary Daichendt. “I am looking forward to partnering with the other members of the board and working with Peter Leav and the leadership team to help Polycom accelerate its business.”


The owner of the largest private hangar at Scottsdale Airport has purchased a 73,800-square-foot property and 5.6 acres at Phoenix Mesa Gateway Airport.

Southwest Jet Center paid GE Capital $7 million for the Gateway hangar.

“At 73,826 square feet, this is one of the largest hangar facilities on the West Coast,” said JLL Managing Director Bill Honsaker. JLL represented GE Capital in the deal. Cresa Phoenix represented Southwest Jet.

The property, called The Hangars at 5616, include office and hangar space has direct runway access.

It currently is vacant.

The property includes 22,900 square feet of high-end office space flanked by two hangars.

Other brokers involved in the sale include JLL’s Steve LarsenRiley GilbertTom Turley and Jordan Kissel and Cresa’s Chris Walton,Gary GreggEric Walker, andRyan Burkett.

“This below market acquisition offers the buyer a unique addition to their portfolio and provides potential for long term rent growth with the stability ofPhoenix-Mesa Gateway Airport,” Walton said.


An airport ramp usually packed with business aircraft was transformed to a venue for fun and joy for 135 special-needs children and family members who participated in an Arizona charity event to share the wonders of flight.

Nonprofit organization Sky Kids held the day of flights Nov. 8 at Arizona’s Scottsdale Airport. Pilots, volunteers, and airport businesses all helped give the participants a day to remember, and the event marked an expansion of the Sky Kids program, which previously had only been held at the Phoenix-Goodyear Airport.

Sky Kids, founded by Sharon and Bill Antonucci, “is dedicated to working in cooperation with communities and other organizations that offer disabled or special needs children with a venue to build self esteem and confidence through the unique experience of flight,” said event coordinator Ken Casey of Pinnacle Aviation in a news release. “This is accomplished by dedicated and compassionate volunteer pilots and ground support persons along with donations and sponsors making it possible to offer the children an opportunity to experience flight in a general aviation aircraft.”

Line crews from several airport businesses pushed the bizjets into the hangars for the day so that the entire ramp could be dedicated to the Sky Kids, who registered, received a T-shirt, then were treated to a short ground school session including a preflight and cockpit inspection of a Cessna 182.

With live aircraft engines rumbling less than 100 feet away, “the whole event had a nice vibe to it,” said Joe Daichendt of Southwest Jet center, adding that “you could feel the excitement just build for the kids.”

Next came a trip to the scales for weighing of the young passengers and their entourages, with assignment to an aircraft accomplished by matching up passengers holding numbered balloons with pilots and aircraft who were watching for them.

“What’s really neat is that it was a huge effort by the volunteers,” Daichendt said, explaining that all the volunteers rose to the challenge when, sometimes, it took “a huge effort to move some of the kids in or out.”

Between a DC-3, various piston twins, and single-engine aircraft, volunteer pilots gave about 120 rides of 20 to 25 minutes above the Phoenix area.

Daichendt had volunteered to help out on the ground, but he quickly found himself going beyond his original plan of helping to provide ramp security for the children and their caregivers: Southwest Jet Center’s Cessna Citation Mustang had not been scheduled to fly in the event, but then came a change of plans.

“That’s where I got to see a lot of magic happen,” said Daichendt, who recalled the reaction of some of the parents to the sight of their kids getting a little time at the flight controls with him.

“They’d be blown away that their kids were flying a jet,” he said.

A red-carpet welcome—with cheerleaders, applause, and photographs—greeted the returning fliers, who were rewarded with a set of wings and a certificate for piloting the aircraft.

“It was a great thing to be a part of,” Daichendt said, confiding that participating in such a special event means “getting more out of it than you’re actually giving.”

The sometimes impromptu participation of so many members of the local corporate pilot ranks revealed a side of business aviation that often goes unnoticed, he said, adding, “A lot of these guys just came out. They all just volunteered.”

The Sky Kids organization, which held its first day of charity flying in 2012, said it is eager to extend the program by working with other organizations and communities to give more special-needs youth in metro Phoenix “a memorable opportunity to fly.”

The next Sky Kids event is scheduled for April 18, 2015, at Phoenix-Goodyear Airport.


Grupo Gallegos resembles more of a sports hub than an advertising agency these days—World Cup games are broadcast on multiple screens throughout its Huntington Beach office, and employees huddle around to follow the action.

The “fútbol” immersion is part of the agency’s monthlong social media assignment for two of its major clients, Comcast Corp. and J. C. Penney Co.

“Both have very large communities on Facebook and Twitter that we manage,” said Chris Mellow, Grupo Gallegos’ director of digital and engagement. “We knew that those fans would be watching TV while they are on their social media, so our team put together (a) strategy for pushing out content that people would want to share during the games.”

Mellow’s digital team is following several games each day that may be of interest to Latino-American audiences, including on weekends.

They’re also keeping tabs on popular soccer-related hashtags to see what everyone in social media is talking about.

And they’re looking for their own “Oreo moment,” a marketing gem that happened in 2013 during the power outage in the third quarter of the Super Bowl game: the cookie brand’s social media team tweeted a photo of an Oreo with the caption, “Power Out? No problem. You can still dunk in the dark.” The tweet was shared more than 16,000 times. Oreo’s other tweets got about 15 to 30 retweets.

When something especially interesting does happen—such as the recent outstanding performance by Mexico’s goalie Memo Ochoa that caused a sensation on Twitter during last week’s match against Brazil—Gallegos’ social media strategist will suggest, “This is how it might fit in our campaign,” Mellow said.

Writers then strive to craft “a quick line” and send it off to the art directors to “put it all together and post it.”

The social media assignment is an addition to World Cup-themed advertising campaigns the agency created for both brands.


“For J. C. Penney, it’s all about trying to support their ‘when it fits you feel it’ brand tag line,” Mellow said. “We created a World Cup campaign all around the fact that more Hispanic women like soccer than Hispanic men. As a brand, they really see the Latina as their North Star, so strategically, if they are doing the right things and they are bringing Latinas into the store, then they know that will trickle down into success in other areas.”

The 40-second TV spot, titled “Pulse,” shows Latinas, “fanaticas,” getting ready for the game day, wearing the colors of their favorite teams and cheering with their families as the female narrator says, “Soccer is for girls and that passion fits us nicely.” The spot will air during all 56 games on Univision.

Digital components of the campaign include banner and pre-roll YouTube ads, as well as a Facebook contest in which fans can vote for outfits inspired by the national colors of countries competing in the World Cup.

“Mexico won (recently), since the majority of our fan base is from Mexico … they get a lot of support,” Mellow said. “It was really fun. Fans got to engage around the soccer concept but also in” a way where fashion felt really natural.

Comcast campaign is about “showing how its Xfinity products help you enjoy the World Cup wherever you want, whether you are on your laptop somewhere, or on your tablet,” he said.

Dubbed “Fuel your rivalry,” the campaign theme was inspired by a personal experience Grupo Gallegos’ executive creative director, Juan Oubiña, had.

“He is from Argentina, married to a Mexican woman,” Mellow said. “He said that in their household during World Cup, all of a sudden your best friend, your lover, is an enemy for the month. And that really fueled the idea that all these circles of friends, during the tournament, become rivals.”

The agency created several 30-second TV ads that were filmed at a food court in a mall and showcase restaurant owners—a Mexican, Italian, American and Brazilian—making fun of each other’s teams.

The TV spots will run before and after the games on Univision in markets in which Comcast operates.

The social media extension of the TV campaign is “really about, ‘Let’s give people mime images (a photo superimposed with words), video [clips] that they could send to their friends from another country, to smack talk a little bit,’ ” he said.


The team has created a photo library of all of the characters from the TV spots “shot in different poses, some happy and some sad.”

“The first score [during the opening game] was an own goal by Brazil, so we created a mime right away that had a Brazilian guy from our campaign [with his face in his hands] and it said, ‘What happened?’ in Spanish,” Mellow said. “So we put that out, and it got shared 30 times within the first 15 minutes. It was just one of those things that someone can take and say, ‘OK, I’m going to forward that to my friend in Brazil and razz him a little bit.’

“We know that people are going to be able to get their soccer news from a lot of different places, so that’s not really why our fans would follow [the brand’s] page. We try to find (the) most natural way to push out content without tweeting out scores or someone got a red card.”

Privately held Grupo Gallegos had an estimated $20 million in revenue in 2013. Its client roster includes the California Milk Processor Board in San Clemente; Wonderful Pistachios; Clorox Co.; Ashland Inc.’s Valvoline; Foster Farms; and G6 Hospitality LLC’s Motel 6 brand.

Original Article from



The ultimate surf shop, built and run by surfers for surfers, is taking the surf retail experience to a new level in 2013. Huntington Surf and Sport is in the midst of a major renovation at its downtown Pierside Pavilion location, adding more than 3,000 square feet and a new energy to this iconic store. Upon completion, HSS will offer the largest inventory and best selection of hardgoods in the entire surf industry; a haven for real surfers to get authentic gear. Information is available at

The major changes to HSS come amidst its 35th anniversary celebration and a re-dedication to being the “best surf shop in the world.” The extensive remodel is rolling out in three distinct phases and began with the completion of a “Vans’ Store” within HSS earlier this year. A massive new wetsuit room strategically located for ease of access and featuring hundreds of designs by all the top brands just opened on July 1st. The third and most dramatic change begins in September when HSS “blows out” all of their front-facing walls on Main and PCH streets, and expands the store 15 feet to the existing drip line.

Arguably the busiest and most influential surf shop in the world, HSS is already considered by many in the industry to be the epicenter of the surf biz world. No other surf retailer can boast of having Hurley, Volcom and Vans stores within their shop. HSS has won multiple SIMA Image Awards including Retailer of the year in 2004, Women’s retailer of the year in 2009 and both men’s and women’s retailer of the year in 2011, an industry first. And shop owners and brands from around the globe often make pilgrimages to HSS for inspiration.

Huntington Surf and Sport was founded in 1978 at PCH and 15th street. Aaron Pai, a 23 year-old northside regular was the first employee hired and earned $2.25 per hour selling wax, T-shirts and surfboards. The next year, “AP” was offered an opportunity to purchase the store, which already had built a strong, local following. He borrowed $60,000 from his parents and purchased the business. Aaron took his love of surfing and began to shape the foundation of what is now considered by many industry insiders to be ground zero of the surf retail world.

For more than three decades, AP has worked tirelessly to ensure that HSS Pierside (and three other stores in HB) captures the essence of the surfing culture at its retail best. Born in Honolulu, Hawaii in 1955, he learned to surf at Waikiki and was taught the true “Aloha Spirit” and importance of family from his Grandma Choi before moving to Huntington Beach in 1972. “It’s all about the love of the sport and sharing it with people,” said Pai. “We’re not about the sale; we’re all about helping people and providing what’s right for them. The sale is just the fruit of helping people.”

In the late 1980s HSS fought a fierce battle with other competitors to land a new location at Main Street and PCH. On July 1, 1990 Huntington Surf and Sport opened an ultra-modern, “core” surf shop right across the street from the venerable HB Pier. Huntington Beach lures more than 15 million visitors annually; almost one million to the pier during the U.S. Open of Surfing alone. More than 50,000 cars pass by HSS daily and the foot traffic nearly equals that during the summer months. This amazing location brought instant awareness, but Aaron Pai felt a responsibility to represent the sport in a way that non-core retailers can’t.

A tremendous amount of thought and creativity go into displays and merchandising, ensuring that they are both visually appealing and functional for surf enthusiasts. Before warranties even existed, HSS would offer repairs or replacements on faulty products. Java Point provides the best coffee in Huntington Beach and fuels many a dawn patroller. For years the store has supported the Huntington Beach High School surf team and local rippers from Jeff Deffenbaugh to Brett Simpson and Courtney Conlogue. And among AP’s most heartfelt achievements is the Surfers’ Hall of Fame, a surfer’s version of Mann’s Chinese Theater. Annually, tens of thousands of visitors walk among the hand and footprints of legendary surfers from Kelly Slater and Laird Hamilton to Jack O’Neill, Sean Collins and Lisa Andersen.

Over the years, Huntington Surf and Sport has carried every top brand in surfing. And it’s a well-known truism that a manufacturer has truly arrived on the big stage if HSS carries its line. The shop prides itself on a huge selection of surfboards by all the top shapers, while sprinkling in renowned locals as well. According to legend, in 1979 AP fronted the money to Bob Hurley, another northside alumnus, so he could shape eight Hurley Surfboards for the store. “Needless to say, I was blown away at his belief in others,” Hurley told “He was the first dealer for Hurley Surfboards and I am forever grateful. Aaron and the crew believe in surfing and they believe in people.”

The love for surfing and wanting to give back has made Pai and his staff successful. But Aaron Pai and his family remain surfers, first and foremost. Many of the store’s customers are family and friends–folks the Pai’s have known for decades. “When I walk into the store, the smell of wax and wetsuits still intrigues me,” said AP. “It’s like a candy store seeing the rows of surfboards and leashes.” The remodel will, no doubt, only add to that stoke and energy for another 35 years!



Aaron Pai has one goal for his business, Huntington Surf and Sport: To be the best surf shop in the world.

The flagship store sits in the heart of Huntington Beach – aka Surf City – where a big statue of Duke

Kahanamoku, the father of surfing, welcomes passersby as they stroll or drive past Main Street and Pacific Coast Highway.

“It’s all about the sport of surfing, the love of the sport of surfing, and sharing it with all the customers and guests who walk through our doors,” Pai said in a past OC Register story.

The main shop started 34 years ago, and two more locations were added through the years – one smaller shop at Warner and Pacific Coast Highway, and a big store at Bella Terra near the 405 Freeway and Beach Boulevard. Every single family member has worked at the business, and it’s not uncommon to see young up-and-coming surfers pulling double duty and working at one of the retail stores.

You couldn’t ask for better advertising – more than 50,000 cars pass by the shop each year along Coast Highway, with about 15 million people going to the beach each year, according to the Huntington Beach Chamber of Commerce. Big surf photos touting the latest product or hottest surfer grace the glass windows.

One unique aspect of the shop is the Surfers’ Hall of Fame hand and foot prints set in stone in front of the flagship shop – where icons and legends such as Kelly Slater and the late Andy Irons have been honored, along with many local heroes who have had an impact on the sport and culture.

Earlier this year, Pai was honored by winning two big awards at the Surf Industry Manufacturing Association Image Awards. He celebrated the Men’s and Women’s Retailer of the Year award by doing two big jumps on stage in front of key industry leaders.




HUNTINGTON BEACH, CA. (Dec 1, 2012) – Huntington Beach-based advertising firm Grupo Gallegos, widely known for its award-winning Spanish-language campaigns, has been named to Inc.’s list of the 20 World’s Coolest Offices. The honor puts the decade-old company among some of the planet’s most recognizable brands, including heavy hitters Twitter, Urban Outfitters, Microsoft and Google.

Any savvy executive knows that a good marketing campaign – Skittles’ Taste the Rainbow, All State’s

Mayhem is Everywhere and Dos Equis’ The Most Interesting Man in the World are but a few examples – can’t come to fruition without a fun, vibrant environment that fosters brilliant creativity. Conversely, such ideas rarely come about in a dull, conventional environment.

Looking at the workspaces used by Inc.’s other top 20 choices, there’s an obvious thread that connects each company, no matter how different their business model or industry sector: wide open, collaborative spaces.

Essentially, Grupo Gallegos, which supplanted popular high school stomping ground Pierside Surf City 6 Cinemas on Pacific Coast Highway, is more like an oversized adult playground, a fantasy factory – the kind of dreamy, surreal work environment you have to see to believe.

The open layout ditches traditional workspaces to better promote easy collaboration, and the decor perfectly represents Southern California culture through bright colors and glitzy decorations. For example, custom white umbrellas adorn Grupo’s ceiling, a small nod to Hollywood extravagance.

In describing the company’s workplace paradise, company founder John Gallegos says that it’s all in an effort to promote creativity and collaboration among employees, which is an integral aspect of Grupo’s DNA. In addition, the office’s basketball court, ping-pong table, lounges, kitchen and video game areas are extra perks.

While the additional benefits might seem like unnecessary distractions, the company’s open space and team-based culture is working out quite well. With an extensive clientele list that includes Energizer, Target, Petco and Comcast, Grupo is fostering a domain that’s allowing company staff to create campaigns for some highly regarded brands.


HUNTINGTON BEACH, CA. (May 4, 2012) – Surf City USA® welcomes a new B.Y.O.B – Build Your Own Burrito, Fresh – Mex – Fast casual dining restaurant to downtown Huntington Beach. STUFFED, Fresh Mex Fast, has launched its first West Coast location, with many more to come. Friday, May 4th will be the official grand opening celebration and STUFFED is offering FREEburritos to the public between the hours of 12pm and 2pm and also 50% off the regular menu all day! STUFFED is located in sunny downtown Huntington Beach, on the corner of PCH and Main Street, (300 PCH), overlooking the Pacific Ocean and the pier.

STUFFED will kick off its grand opening with a ribbon cutting ceremony at 11:30am with the HB Chamber of Commerce, followed by the 1st Annual STUFFED burrito-eating contest FUNdraiser at noon. This year’s contenders have been chosen from longtime sports rivals, Edison High and Huntington Beach High, battling in an all-out effort to be the winning school and take home the grand prize of $500, and a STUFFED winner’s plaque to proudly display! The intriguing and unusual part of this contest is the two competitors are both WOMEN! Representing Huntington Beach High School is Assistant Principal of Activities, Mrs. Shelley Morris, and representing Edison High School is the School Principal, Dr. D’Liese Melendrez. So come cheer on your favorite school! STUFFED has also donated a week’s vacation at a luxurious Palm Desert timeshare, and the proceeds from raffle tickets that will be sold all week leading up to the grand opening will be split between the two schools, so they will both be winners!!

“We are so excited to open the first STUFFED in Surf City, Huntington Beach,” said Reeve Benaron, co-owner of Stuffed, Inc. “We love Huntington Beach and look forward to being involved and supporting the local community. We think STUFFED will be a great addition to downtown Huntington Beach, with great healthy food, affordable prices and an amazing location!”

A STUFFED burrito starts with a fresh prepared pressed tortilla, wrapped as a burrito or taco. Or try STUFFED’s Bikini Bowl (a burrito without the tortilla) or salads, STUFFED with authentic Mexican flavors and topped off with an array of signature STUFFED savory sauces! Guests can choose from naturally raised, hormone-free chicken, Angus steak, pork and tilapia, or the STUFFED vegetarian option, the famous STUFFED black beans or pinto beans served with homemade guacamole made from ripe avocados. Guests can then customize their B.Y.O.B. meals by adding even more flavor by topping them off with freshly prepared homemade spicy salsa from the STUFFED salsa bar.

The STUFFED menu is simple: all items range from $4.99 – $6.99. STUFFED specializes in serving authentic Mexican food, prepared fresh daily, with retro décor and speedy service. STUFFED serves only the highest quality ingredients that are all natural, hormone and antibiotic free, stuffed any way you want them, in three easy steps, YOU CHOSE IT, WE STUFF IT, YOU LOVE IT!For more information on STUFFED, visit


HUNTINGTON BEACH –Hodgdon-Miank Construction, Inc. announced that it has completed phase one of a major renovation of the Pierside Pavilion, a four-level retail, dining, and office complex. With a panoramic ocean view and just steps from the beach, Pierside Pavilion is located at 300 Pacific Coast Highway in downtown Huntington Beach, Calif.

The $2 million renovation converted the former Mann 6 Theatre into 33,049 square feet of multi-use Class “A” office and restaurant space. Phase two, which will commence shortly, will consist of extensive tenant improvements for new tenants Grupo Gallegos, an award-winning advertising agency, and a live entertainment venue.

As part of the first phase, Hodgdon-Miank Construction performed extensive interior and exterior modifications to the mixed-use center, and renovated a two-level, 118,790-square-foot subterranean parking structure. To accommodate the re-use, the building required considerable structural upgrades on all four levels, including additional brace frames, column strengthening, enlarged footings and removal of a majority of the original theater floors to meet the new design load. Approximately 6,200 square feet of mezzanine was added for additional office space.

“In my 46 years in construction, this was one of the most complex structural upgrades that I have been a part of,” said David Miank, executive vice president of Hodgdon-Miank Construction.

A unique approach was used to level the original sloped theater floors and stadium seating using structural foam to reduce the design load, which was topped with light-weight concrete. Sixteen new energy-efficient 12 foot wide by 24 foot high windows were added to the exterior facade along three sides of the building to provide natural light to the newly created office space.

Hodgdon-Miank Construction worked closely with Eco Barnes Design Group, Ficcadenti & Waggoner structural engineers, and the City of Huntington Beach, and provided design-build services while overseeing all aspects of construction for the conversion.

Also, at the Pierside Pavilion, Hodgdon-Miank Construction completed tenant improvements for International retailer Havaianas, which opened its first U.S. location in late June 2010. The 86,257-square-foot, four-story multi-tenant mixed-use complex is located directly across from the Huntington Beach pier and sits on the southeast corner of Pacific Coast Highway and Main Street in downtown Huntington Beach. Pierside Pavilion contains popular restaurants like Spark Woodfire Grill, Fred’s Mexican Cafe, and Gallagher’s Pub & Grill, as well as Huntington Surf & Sport, and various office tenants.

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The store, the first in the U.S. for the Brazilian maker of flip-flops and sandals, has a customization station and special World Cup-themed sandals.

Havaianas, the Brazilian maker of fashionable flip-flops, opens its first U.S. store Sunday, June 27, in Huntington Beach.

Located on Pacific Coast Highway across from the Huntington Beach Pier, the 1,250-square-foot Havaianas store includes a permanent customization station, where you can design your own pair of flip-flops by choosing a strap and contrasting foot bed with the option of adding a Swarovski crystal charm before a machine clamps everything into place.

The Havaianas boutique, designed by Criacitta, also based in Sao Paulo, features fun furniture that matches the theme — a chandelier made from mini sandals and flip-flop-inspired stools. Walls are covered with a colorful array of 150 Havaianas styles, ranging in price from $18 to $26 for women, men, children and babies.

“The attitude of the brand matches the Southern California lifestyle,”

says Glen Lagerstrom, executive vice president of Alpargatas USA, which handles sales and distribution for the brand nationwide. Lagerstrom says the brand plans to open retail stores throughout 2011 in key cities such as Los Angeles, Miami and New York.

Havaianas, which means Hawaiians in Portuguese, was founded in 1962 in Sao Paulo and based its shoe on the “zori,” a Japanese sandal with a rice straw sole. Havaianas foot beds still have a faux textured rice pattern, but in the last decade, the shoe has departed from its humble origins as an everyday sandal in Brazil to become an accessible international luxury item. This led to a partnership with jeweler H Stern to make a flip-flop encrusted with 18-karat gold and diamonds in 2004.

The Orange County Havaianas store will carry brand exclusives such as the new Art Nouveau and Art Deco design collections, plus this year’s special collaborations with Conservation International, an environmental nonprofit based in Arlington, Va., and Threadless, an Internet-based do-it-yourself design community.

For Conservation International, Havaianas created three marine-life-inspired foot beds that retail for $24, with 7% of sale proceeds pledged to marine conservation efforts in Brazil. The Threadless collaboration, in-store by July 12, features $25 flip-flops featuring two designs “crowd-sourced” through an online design challenge, plus four popular graphics from the Chicago company’s design community.

The store carries sandals Havaianas created for the 2010 FIFA World Cup in the colors of the qualifying national teams, including the U.S. and Brazil. In 1998, Havaianas first created a sandal for the Brazilian national team with a small flag on the strap, though Brazil, a five-title winner, didn’t capture the World Cup that year.

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HUNTINGTON BEACH – When is a 180-degree ocean view from Pacific Coast Highway not a major plus for business in Huntington Beach? When you’re trying to help a movie theater stay in business, like Joe Daichendt and his father have for the past seven years.

The Daichendts own Pierside Pavilion, the retail plaza steps from the sand and downtown. Joe Daichendt is moving forward with a plan to transform the building – once the home of a six-screen movie theater – into a center for retail, restaurants and offices. A movie theater on the sand is an echo of the past, said his father, Gary Daichendt.

“It was a popular concept in the ’80s that a theater by the ocean could attract people,” Daichendt said at a recent City Council meeting. “And the joke now in the theater industry is ‘fish don’t bite tickets.’ ”

The council has approved a partnership between the city’s redevelopment agency and Pierside Pavilion to redevelop the property. This will be accomplished in a two-phase plan that will eliminate the movie theater and redesign the building’s interior to accommodate and attract new businesses.

Discussions to close the movie theater began in 2005. Two other companies have operated the theater since Pierside Pavilion LLC bought the property in 2002. After the third company vacated in 2003, Gary Daichendt said they could not attract another company and movie operations were shut down in 2006. The market was changing and the theater was struggling – the equipment was not state-of-the-art, its six screens could not compete with other larger local cinemas, and beach traffic was an inconvenience.

“You can’t sell those tickets out in the ocean. While the ocean makes a phenomenal view, it’s a difficult business model for a movie theater,” Joe Daichendt said. “(People) don’t travel to the beach to go to the theater, and you don’t drive to the Inland Empire to go to a surf shop.”

But Joe Daichendt hopes that the ocean will work to his advantage for new plans for Pierside Pavilion. Current plans for the property envision a ground floor of retailers, an upscale restaurant on the second floor that will take full advantage of the view, and two floors of office space on top. This will come in the second phase of the project, which is contingent on the adoption of the city’s downtown specific plan by the council and the state Coastal Commission.

Council members expressed concern that the plans continue to allocate space for a nightclub and restaurants that serve alcohol, but Gary Daichendt assured them that he would not allow bars on the property. Councilman Devin Dwyer said the city should approve the agreement since past efforts to attract a movie company were unsuccessful.

“I hate going back and changing deals, but it just it sounds like we’ve gone as far as we can to try to make this work,” Dwyer said. “I hate to see the change but having vacant space there doesn’t help.”

The council voted unanimously at the July 6 meeting to impose a $50,000 fine for each year Pierside Pavilion LLC delays the plans in the approved agreement. The first phase of the plan is beginning immediately and timely revitalization of Pierside Pavilion is in the best interests of the city as well as their own, Joe Daichendt said.

“(This agreement) will make Pierside Pavilion the appropriate front door to downtown that it was always intended to be,” Joe Daichendt said.

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It may be called Surf City, but for many residents, Huntington Beach is the home of the Golden Bear.

Since the Bear’s demise in the late 1980s, some residents have been waiting, or actively plotting, its return — and now Ladera Ranch resident Joe Daichendt, the co-owner of Pierside Pavilion with his father Gary, is trying to bring a Golden Bear concert venue to the city in summer 2011.

The Golden Bear was a music venue where the likes of John Denver, Jimi Hendrix, Bob Dylan and Steve Martin all played to an intimate crowd.

The Bear started out as a restaurant in 1929, but grew into a rock-and-roll legend in 1963. The who’s-who of music played in the ocean-side venue until it was demolished in 1986.

Although Daichendt wants to build his venue in almost the exact spot it used to be, he isn’t bringing the Golden Bear back, he said. At least not yet.

“This is today’s Golden Bear,” he said. “This isn’t the reopening of the Golden Bear.”

Daichendt is in negotiations with the family of the original owners for the rights to the name, but until then, it’s just another venue, he said.

The $2-million, about 7,000-square-foot facility would house as many as 400 spectators in a Chicago-basement-style theater, similar to San Diego’s Gaslamp Quarter.

Patrons would dine on authentic Chicago-style food, and the facility is requesting a full liquor license. Residents would enter the Bear by ascending the bright red steps leading to Fred’s Mexican Cafe, and directly inside, Daichendt wants to display surf and oil memorabilia to commemorate the city’s unique history.

“We want to let them know where they are,” he said. “It’s a special town. It’s a special city.”

The venue would cater to local up-and-coming bands and comedy shows. It could also host big-name acts, but it wouldn’t be trying to compete with the bigger venues.

“This is not trying to compete with the Grove. The idea is to bring relevant, local talent through the space,” he said.

To bring the Bear back to life, Daichendt has to obtain various permits, including one for alcohol, which has to be approved by the Police Department. Daichendt said he recognizes downtown residents will have concerns about the alcohol license and parking issues, but said he plans to work with the residents and be a good neighbor.

“We will be chatting with residents in the area,” he said. “We want to hear concerns and communicate our plans.”

Kim Kramer,spokesman for the Huntington Beach Downtown Residents Assn., announced Daichendt is trying to bring back the Bear at a Town Hall meeting March 4.

“I don’t know of the last time a developer worked with the residents,” Kramer said at the meeting, adding later that “everyone wants to see the Golden Bear come back, but come back in a way that’s compatible with residential life.”

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