ESL Surfing Program Helps Boost Local Economy
by Marlise Kast
Surfing is the latest marketing tool used by Foreign Language Services to attract international students to its ESL program on the Oceanside campus of Mira Costa College. Featuring academics in the morning and surfing in the afternoon, this specialized language program has increased profit margins for the business community while accelerating enrollment for FLS International.
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 ten 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 forty 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.”
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 like 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. We love their business and support the idea of local surf camps. 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. As general manager of Action Beach in Oceanside, Sasha comments, “We see the foreign students come into our shop about once a week. 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. The students generally come in large groups and shop for an hour at a time. 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. As the Owner of Carlsbad’s Offshore Surf Shop, Barbie Baron remarks, “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.”
Jeff Pool, CEO of Surf Ride echoes Baron’s sentiments. With shops in Oceanside and Solana Beach, Pool states, “We cater to a diverse clientele through our high selection of merchandise and our international base. Many of our employees speak several languages to better serve our foreign customers. Our profits remain solid year round with the exception of a major increase from May to September. The foreign language students help boost summer sales and in turn, we provide them with surf apparel at an affordable price.”
FLS 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.”
His 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 sun burnt lips, board shorts, flip-flops and a surfer’s wardrobe.”
Student enrollment has more than quadrupled since the surf initiative was first introduced, according to Luke Frerichs, FLS Vice President of Marketing responsible for five FLS locations. Wanting to provide a program that separated this 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. More students lead to greater sales, a boost to the economy and an overall increase in supply and demand within the market.”
Although the FLS surf program is a unique concept in the United States, educators in Spain, Australia and Costa Rica have been combining books and boards for years. Shadowing this success model, FLS first introduced surfing at its Oceanside chapter in 2004.
From retailers to international students, The FLS Surf Program is beneficial to everyone involved. In the words of Amy Basha, 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.
Marlise Kast Bio —
Through her profession as a freelance writer, Marlise recently completed a thirteen-month surfing and snowboarding adventure. After reporting from twenty-eight countries around the world, she has “settled” in San Diego where she is placing the finishing touches on her second book.
To learn more about Marlise visit http://www.marlisekast.com
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