Impressions - September 2017 - 38

Surf and Adventure Co.
offers locally printed retail
merchandise that is specific
to its location.

Service.The latter closed in 2005. Ocean
Rentals owner Rob Lindauer established
Sandbridge Eco Sports, a retail storefront,
in 2000. However, in 2006, he changed the
name to Surf and Adventure Co. to better
reflect the lifestyle of area residents.
"Surf and Adventure Co. is the culmination of decades of passion for the outdoors,"
says Alex Smith, the company's marketing
communications manager."We want our
customers to enjoy Sandbridge as much
as we do.Whether in surfing the waves of
the Atlantic, paddling the quiet waters of
Back Bay or rambling through the trails of
Virginia Beach, we strive to share positive
outdoor experiences with our customer,
while raising the next generation of youth
within our community."
Surf and Adventure Co. offers a variety of
kayak tours that launch directly into Back
Bay from a private dock. It also provides
standup paddleboard (SUP) lessons and
tours,surf lessons and camps,ocean kayaking
experiences and bike excursions. During
peak season, the company employs more
than 100 people in various roles.
The Retail Push
Smith says the retail side of the business
allowed Surf and Adventure Co. to offer a
friendly and positive environment for all
customers."When they visit our location
down here in Sandbridge, it allows us to
really establish a strong brand presence for
locals and visitors alike," he says."We also
have been able to support many local businesses by selling their products in-house.
All in all, it has helped create a stronger
image and better experience for everyone
who comes into Surf and Adventure Co."
It's a natural marriage, really. Beach and
surf shops have enjoyed a long tradition in
P.38

the retail world, and T-shirts, in particular,
have been a cornerstone of that market.
Just like in many seaside communities, such
shops add to the culture of seasonal vacation
spots. Smith says Sandbridge Beach is a
renowned travel destination that has its
own culture and vibe.The shops are ideal
for retail business, since they are unique and
offer one-of-a-kind merchandise. Surf and
Adventure Co. is an embodiment of that.
"We offer locally printed retail merchandise that is specific to our location and
our backyard: Sandbridge,Virginia Beach,"
Smith says. "Who doesn't love going on
their favorite annual beach vacation and
getting something special that will bring
them memories for years?
"We offer a wide selection of in-house
designs that allow locals to represent their
homes and local surf breaks," he adds."At
the same time, we bring visitors' vacations back to life. Having local gear in surf
shops really has been a long tradition in
the United States, and I don't believe that
will change anytime soon."
A DTG Boost
Surf and Adventure Co. currently offers
in-house direct-to-garment (DTG) printing and custom embellishment. Lindauer's
team first decided to implement the DTG
process after encountering several problems
obtaining private-label T-shirts to stock
each summer. Turnaround times weren't
sufficient, Smith says, and orders and designs
were pricey if not ordered in bulk. In-house
DTG printing allows needed flexibility to
accommodate an unpredictable market and
demand of the summer vacation season.
"We have been able to really inspire
the creativity of our staff by having an inhouse DTG printer," Lindauer says."That

i m p r e s s i o n s m a g . c o m SEPTEMBER 2017

creativity has raised motivation throughout
all of our company."
Lindauer says customers now tend to
favor products from local businesses as opposed to purchasing prestigious national
brands.
"Having our own printer has really allowed us to be successful and push our
brand in ways we could not before," he
says."For example, we can now easily test
new logos without having to put in a bulk
order through a main distributor. Being
able to print five T-shirts and test them in
our shop is a complete shift from having to
put in a 100-shirt printing order in hopes
that our customer base would fall in love
with that design."
However, no business is immune
to growth challenges. Since Surf and
Adventure Co. is working with DTG
technology, maintenance occasionally can
slow the company's turnaround time.
"So far, we have had a great experience
with the printer and,as long as we stay on top
of our DTG technology maintenance and
supplies,and communicate to our customers,
we are able to create positive experiences,
even when challenges do arise," Smith says.
The company also recently decided to
offer embroidery, but still is implementing
that process.
Being Social
Smith says the best way to know what
Surf and Adventure Co. will do next is to
regularly visit its social-media networks,
where he and his team constantly update
followers and friends on the shop's "next
big thing."
"In today's retail market, web presence
is key," Smith says. "We currently are on
Facebook and Instagram, and we have a
blog that is linked to our website. Having
a presence on social media not only informs us of the latest market trends and
events, but it allows us to truly engage and
communicate with our customers.At the
end of the day, that is our goal." 
Jennifer Morrell is an award-winning writer who
has written for a number of national consumer and
trade publications. To comment on this article, email
Jennifer at jennmorrell@hotmail.com.


http://www.impressionsmag.com

Table of Contents for the Digital Edition of Impressions - September 2017

Impressions - September 2017
Contents
First Impressions
From the Show Director
Overheard
First Look
Scene at ISS
On Design
High-Flying Outerwear Embroidery
Cut From the Same Cloth
Screen Making in a New Era
Shop Talk
Embroidery Design & Digitizing
Sublimation
Direct-To-Garment
Ad Index/Online Directory
Classifieds
Impressions - September 2017 - CT1
Impressions - September 2017 - CT2
Impressions - September 2017 - Impressions - September 2017
Impressions - September 2017 - Cover2
Impressions - September 2017 - 1
Impressions - September 2017 - Contents
Impressions - September 2017 - 3
Impressions - September 2017 - 4
Impressions - September 2017 - 5
Impressions - September 2017 - First Impressions
Impressions - September 2017 - 7
Impressions - September 2017 - From the Show Director
Impressions - September 2017 - 9
Impressions - September 2017 - Overheard
Impressions - September 2017 - 11
Impressions - September 2017 - 12
Impressions - September 2017 - 13
Impressions - September 2017 - 14
Impressions - September 2017 - 15
Impressions - September 2017 - 15a
Impressions - September 2017 - 15b
Impressions - September 2017 - First Look
Impressions - September 2017 - 17
Impressions - September 2017 - 18
Impressions - September 2017 - Scene at ISS
Impressions - September 2017 - On Design
Impressions - September 2017 - 21
Impressions - September 2017 - High-Flying Outerwear Embroidery
Impressions - September 2017 - 23
Impressions - September 2017 - 24
Impressions - September 2017 - 25
Impressions - September 2017 - 26
Impressions - September 2017 - 27
Impressions - September 2017 - Cut From the Same Cloth
Impressions - September 2017 - 29
Impressions - September 2017 - 30
Impressions - September 2017 - 31
Impressions - September 2017 - Screen Making in a New Era
Impressions - September 2017 - 33
Impressions - September 2017 - 34
Impressions - September 2017 - 35
Impressions - September 2017 - 36
Impressions - September 2017 - Shop Talk
Impressions - September 2017 - 38
Impressions - September 2017 - Embroidery Design & Digitizing
Impressions - September 2017 - 40
Impressions - September 2017 - 41
Impressions - September 2017 - Sublimation
Impressions - September 2017 - 43
Impressions - September 2017 - 44
Impressions - September 2017 - 45
Impressions - September 2017 - Direct-To-Garment
Impressions - September 2017 - 47
Impressions - September 2017 - 48
Impressions - September 2017 - 49
Impressions - September 2017 - Ad Index/Online Directory
Impressions - September 2017 - Classifieds
Impressions - September 2017 - 52
Impressions - September 2017 - Cover3
Impressions - September 2017 - Cover4
Impressions - September 2017 - IO1
Impressions - September 2017 - IO2
Impressions - September 2017 - IO3
Impressions - September 2017 - IO4
Impressions - September 2017 - IO5
Impressions - September 2017 - IO6
Impressions - September 2017 - IF1
Impressions - September 2017 - IF2
Impressions - September 2017 - IF3
Impressions - September 2017 - IF4
Impressions - September 2017 - IF5
Impressions - September 2017 - IF6
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http://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
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http://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
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