Language program takes to the waves: Foreign students increasing business at coastal surf shops

By: MARLISE KAST - For the North County Times | Saturday, July 29, 2006 6:13 PM PDT ∞

OCEANSIDE ---- A company hosting an English as a second language program at MiraCosta College this summer has added a local attraction ---- waves ----- to its marketing quiver.

Foreign Language Services, a Pasadena-based company, which goes by FLS, contracts with the Oceanside community college for use of its library, dining area and classrooms. Featuring academics in the morning and surfing in the afternoon, this specialized language program has increased profit margins for the area's business community while accelerating enrollment for FLS International, say those involved in the program.

Made possible through the cooperation of local businesses, Oceanside's FLS surf package appeals to students worldwide and draws participants from as far away as Japan, Poland and Brazil. The three-week program costs $2,500 and includes accommodations, meals and English lessons taught through ESL curriculum.

Partnering with FLS, Cory Whitlock of Whitlock Industries provides each student with an intensive surf clinic which includes 10 lessons per week, equipment rental, transportation and insurance. During the months of June, July and August, Whitlock and his team of six instructors work with 40 students in three separate daily sessions.

According to Whitlock, the students who participate in these surf clinics generate enough business to keep industry retailers at their registers. He explained that custom boards in Japan routinely cost $2,500, adding that it is not uncommon for FLS students to order five Whitlock boards during their stay.

"Last summer, one-third of the FLS surf students bought boards from our family store and we often sent the overflow to other local businesses."Ý

Through Whitlock's coordination, retailers like Nixon, Adio Footwear and Anarchy Sunglasses have helped to sponsor the FLS surf program through sample merchandise. San Diego businesses such as Surf Ride, Action Beach and Offshore have also benefited from the influx of international students. In turn, this translates into an economic upturn for local businesses.

Heather Ambrose, owner of Oceanside's Real Surf Shop, confirms Whitlock's assertion. "Many international students, mostly Japanese, come through our doors purchasing items of clothing rather than surfboards or equipment. They spend much more time examining merchandise than the average customer and tend to buy more clothing. Perhaps it is the language barrier that causes them to spend several hours trying on clothes."

The net result: "More enthusiasts for surfing means more money for retailers and an overall boost in the local economy."

Sasha Unruh underscores the fact that many businesses are reaping the benefit of the FLS surf program. The general manager of Action Beach in Oceanside, she said her shop sees the foreign students about once a week, generally in large groups for about an hour at a time.

"They usually buy apparel or merchandise that they can't buy overseas, such as Billabong USA or Ripcurl. Our sales definitely increase during the summer months as a result of a greater clientele, Unruh said.

"The more customers we have, the more money we make. Some of the students go crazy and shop the heck out of the place. The fact we are located just a block from the FLS surf spot helps overall sales as well. It's hard to say the exact amount they spend in our store, but it's safe to assume that they buy more than the average customer."

The economic impact of the FLS surf program is not limited to Oceanside. The owner of Carlsbad's Offshore Surf Shop, Barbie Baron said, "We've been open for 35 years and this has been the most profitable summer we've ever had. Our sales have increased immensely during this 90-day window, mostly because of the influx of tourists and new clientele visiting our North County location. The fact that these students are learning to surf can only lead to an overall boost to the local economy."

ÝJeff Pool, chief executive officer of Surf Ride, echoed Baron's sentiments. With shops in Oceanside and Solana Beach, SurfRide caters "to a diverse clientele through our high selection of merchandise and our international base," he said. "Many of our employees speak several languages to better serve our foreign customers. ... The foreign language students help boost summer sales and in turn, we provide them with surf apparel at an affordable price."Ý ÝÝFLS student Jean Philippe Toussaint, a 20-year-old from Belgium, was drawn to San Diego after receiving a promotional brochure from FLS. Six months later, Toussaint surfs twice each day and says, "I've bought a board, a wetsuit and even changed my style. I think I will probably just surf forever."

ÝHis words confirm Whitlock's observation that the surf program impacts the lifestyle for these international students. "It's incredible to see how much surfing has shaped the students' way of life. They leave California with sunburnt lips, board shorts, flip-flops and a surfer's wardrobe."

ÝEnrollment in the foreign language program has more than quadrupled since the surf initiative was first introduced, according to Luke Frerichs, vice president of marketing responsible for five FLS locations. It offers both year-round programs, in places like Boston and Nevada, and study tours in a variety of locations.

Wanting to provide a program that separated the MiraCosta campus from other language schools, Frerichs explained, "Our sales team has been able to promote the Southern California culture and target countries that had never before shown an interest in our Oceanside campus. As enrollment continues to grow, so does the amount of spending within the surf industry."

ÝAlthough the FLS surf program is a unique concept in the United States, educators in Spain, Australia and Costa Ricahave been combining books and boards for years. Shadowing this success model, FLS first introduced surfing at its Oceanside program in 2004.Ý

In the words of Amy Basha, the company's student services coordinator, "Learning how to surf is an intriguing concept for our students, many of whom had only dreamed of seeing the ocean. Our job is to take their dream and turn it into a way of life."

Retailers interested in becoming involved in the surf program can contact fls@fls.net.

Contact freelance writer Marlise Kast at marlisekast@hotmail.com

Related link:

http://www.fls.net/