CARLSBAD -- Traffic rolls by incessantly on Interstate 5 as commuters go about their busy work week.

But just yards away, on a private beach stocked with watercraft and shaded by several thatched-roof palapas, it's always aloha time.

This is California Watersports, a secluded slice of endless summer. Located at the north end of Carlsbad Lagoon just east of the freeway, the 4 1/2 acre stretch is easily visible to motorists.

On the lagoon, action-minded customers water-ski and wakeboard, or for contemplation, take out kayaks or canoes. Others just relax on the beach.

Josh Cantor, the 29-year-old owner of California Watersports, says it's his ideal gig.

"My suit is board shorts," Cantor said. "I work in paradise. It's great."

A native San Diegan who graduated from San Diego State University with a degree in business administration, Cantor grew up as a beach kid. He first water-skied at the age of 7, and has been wakeboarding for 20 years.

As summer approaches, California Watersports is just entering its busy season. As is typical in tourism-related businesses, the company must earn enough during the "high season" to pay the bills for the entire year.

Instant vacations

Cantor is diversifying by cultivating more business among the locals. With the slumping economy, he figures, people who would otherwise travel may opt for an in-town "staycation."

"Every day, people come in here and tell me, I've been driving by this place for 15, 20 years and always wondered what you're doing down here," Cantor said. "It's a place everyone knows where it is, but not everyone knows what we do."

With most North County lagoons off-limits to recreational boating and similar activity, the confusion is understandable. People are just not used to easy lagoon access.

So prominent signs visible from the freeway drive the message home to passers-by: Come on in.

"It's a cheaper alternative instead of driving all the way out to the (Colorado) river," Cantor said. "Just stop in, rent a couple Jet-Skis, rent a couple kayaks, bring out a lunch, and you're on vacation for the day."

Some commuters who live in Orange County take advantage of the freeway location to avoid traffic.

"On a Friday afternoon, instead of sitting in traffic for two hours, they decide to pull off, rent a Jet-Ski for an hour," Cantor said. "By the time they get back on the freeway, it's cleared up."

Flexibility

How much customers want to spend is up to them.

A double kayak rents for $20 an hour. Wakeboard and water skiing run $125 an hour, including boat, driver, instructor and equipment. Shoreside, half-day and all-day rentals are offered for groups, companies and youth camps.

Jet Skis are the most popular rentals, Cantor said, followed by wakeboards and water skis, and kayaks.

Customers can just show up, or they can check availability by calling 760-434-3089 or visiting www.carlsbadlagoon.com.

But if all people want to do is unwind on the beach, there's no charge.

"Once they get here and see how much fun everyone else is having, most of the time they rent a kayak or paddleboard for an hour or something. My theory is to make this a place where everybody wants to be at, and the rest will come."

Cantor bought the business five years ago, leasing the land from a private owner. The company was already operating much in its present form, but he's added some personal touches, he said.

"I want to make this a place where local people can just come down, hang out, nice and clean, and all the equipment's new and clean," Cantor said. "It's a safe place -- there's only one way in and one way out. People can come down with little kids. There's no waves here."

Although he won't discuss finances, Cantor said he expects the business to make enough this year so he can finish paying back the purchase price.

Cantor operates with a permanent staff of about five. In the summer, he adds part-time employees, usually "local high school kids." He also gets an assist from his parents.

"They do real estate, but there's not a whole lot of that right now," Cantor said of his parents. "They like to hang out, bring the dog, and help me out whenever they can."

Contact staff writer Bradley J. Fikes at 760-739-6641. Read his blogs at bizblogs.nctimes.com.