Barbie Baron, founder of Offshore Surf Shop in Carlsbad, has retired after 45 years in the business.
Barbie opened Offshore Surf Shop in 1970 and both have become beloved fixtures in the North County surf community.
“I’ve known Barbie since 1972, when I was in my first year of high school,” reflects Jim Watson, Director of Sales, Core Apparel, for Vans. “Offshore was the only shop in Carlsbad, so it became ‘my surf shop.’ As a young grom, this is where you went, where you hung out, and where you got advice for life. Making Offshore my shop was somewhat by default; making friends with Barbie was a great choice and one of the best decisions I’ve ever made.”
The beginning
Barbie grew up on The Strand in Oceanside and started surfing in junior high. She turned pro at age 18 and made it to the top 10 in the U.S. and “that’s when I realized there was no real money to be made in surfing for women at that time, and I decided to open the shop,” she said.
As a child, Barbie and her brother would cut mini surfboards out of paper and would play surf shop. Later, her friend Frank Jensen, who at the time owned The Frog House Surf Shop in Newport Beach, would be her inspiration to give it a try herself.
“I borrowed $1,500 from a bank and opened my doors,” said Barbie.
Offshore originally opened off Cleveland Street in Oceanside, and after moving the shop several times Barbie partnered with Scot Tammen and in 1978 they moved the shop to its current location on Carlsbad Blvd.
“The shop is like me, small but mighty,” says Barbie. “It’s 800 square feet, attached to Harbor Fish south, and has the best view possible.”
Four decades of surf retail and how the business has changed
From seeing Joey Buran win the Pipe Masters on a board made by her brother, to buying the first Quiksilver trunks from Bob McKnight and Jeff Hakman out of their car, to the epic contests in front of the shop, Barbie has many fond memories from her years in business.
“The best thing about my job is that it never felt like a job,” she said. “I got to be at the beach, enjoying the sun and the atmosphere, while meeting incredible people along the way.”
She has also seen the surf industry grow and evolve in her 45 years of business.
“The surf industry has gone the way of many industries,” she comments. “Surfing used to be a lifestyle that was made up of outsiders. That made it like a closed, hardcore culture. It is now a popular and mainstream hobby. That has been great for many in the industry, but it has changed the flavor for sure. Small shops are competing with huge retail. Shops have had to evolve to reach a broader audience. It’s hard to go mainstream without losing some of the soul.”
Tom Holbrook met Barbie when she was one of the original Quiksilver dealers, and has admired her ability to adapt as the industry grew and changed.
“The interesting thing is the mix she’s had to adjust to over the years,” said Tom. “She’s been able to cater to tourists, but still has the loyal, core shoppers. Barbie has enjoyed such a long career by adjusting to the market to keep Offshore the cool little shop at the beach.”
Plans for Offshore going forward
Barbie has sold the shop to long-time manager, Josh Drawbough, a surfer who has worked at the shop for 15 years.
She says her decision to sell the shop was deeply personal and “feels more like I’m handing it down. Josh has a business degree and will bring knowledge, enthusiasm and his amazing calm to the shop.”
Well-wishes for retirement
“It is neat what Barbie has carved out with Offshore, she is a legend,” continued Tom. “She has a lot of friends and Offshore is a special place. I’m excited to know it will still be going strong, and wish Barbie the best in her retirement.”
Jim Watson credits the start of his more than 30-year career in action sports to his time working for Barbie.
“My opportunity started with Barbie at Offshore Surf Shop, and today it’s with Steve Van Doren and Vans,” he said. “The two most consistent things about these icons in my life: they both celebrate the people that help them make it all happen. Neither Barbie nor Steve would take credit, instead they share it with the people with whom they surround themselves and that is an amazing part of a quality leader.”
As she moves into retirement, Barbie is looking forward to spending time with her wife, Nicole, and their two daughters.
“Retirement will allow me to complete the circle,” she said. “I can’t wait for summer. We’re going to spend time at the beach, and I will teach the girls the joy of the paddle out.”
