Van Curaza Surf School

Van Curaza Surf School Proposal for Surf Instruction License from the Port San Luis Harbor District Contact Information Van Curaza vcsurfschool@gmail.com (805) 748-1060 Cell (805) 543-7873 Office www.vancurazasurfschool.com Post Office Box 1581

Table of Contents Business Statement...3 Mission...3 Vision...3 Values...3 Goals...4 Company...4 Company Overview...4 Company History...5 Hours of Operation...6 Services...6 Experience...7 Market...9 Market Overview...9 Market Needs...10 Marketing Plan...10 Pricing...10 Promotion...11 Financial Information...12 Certification...14 Statement of Acceptance...15 References...16 Letters of Reference...17 2

Business Statement Mission: Van Curaza Surf School s (VCSS) philosophy is, It's all about Surfing, Safety and Fun Its mission is to provide comprehensive, safe year-round opportunities for surfing students to explore a new found world that teaches safety, respect and an appreciation for the ocean, its power and beauty. It seeks to instill in every student: Techniques of safe surfing Concern for the environment Unique characteristics of the beach Appreciation for the marine habitat Respect for the Avila Beach community Vision: Maintain the premier surf school status at Avila Beach, offering its unique location as an opportunity for participants of all ages, backgrounds and physical and cognitive abilities to experience surfing safely. Values: Aware of the potential danger of surfing and the ocean, VCSS actively promotes the education of surfboard and water safety as the first and foremost step in teaching participants to surf. VCSS promotes safety and awarness of the ever changing conditions of the ocean to all beach goeers, whether enrolled in our program or not. VCSS believes by educating its students about the environment and offering them experiences that increase their connection to nature, they will be transformed to think positively about the environment and the community. 3

VCSS believes the ocean and surfing offers recreational rehabilitation and positive reinforcement for at-risk youth, the physically and developmentally disabled, active duty wounded services members as well as other diverse groups. VCSS strives to maintain positive and healthy relationships with all residents and businesses in the Avila Beach community. VCSS always complies with all regulations of San Luis Obispo City, County, Port San Luis Harbor District and the State of California. Goals: Obtain the Port San Luis Harbor District License to operate at the river mouth location. Achieve a return on investment to maintain a healthy surfing school. Provide the harbor with a premier surfing school that meets the needs of the community and attracts visitors to the area. Promote diversity of age, lifestyle and culture in Avila Beach and it s local businesses. Work with County Harbor departments (e.g., lifeguards and Harbor Patrol) to create a safe ocean experience. Company Company overview: Van Curaza Surf School (VCSS) was founded as an S Corporation (EIN# 26-3124849) in 2008 and is run by legendary waterman, Van Curaza. VCSS is known as the premier surfing school of the Central Coast of California from Big Sur to Guadalupe. VCSS teaches safety in surfing along with ocean, community and environmental awareness. It invites all to enjoy the surfing experience of a lifetime, from first-timers, physically or developmentally disabled to expert surfers. VCSS is headquartered near Pirates Park in Avila Beach and primarily operates at the mouth of San Luis Creek, where instructors and students gather before, during and after classes. 4

VCSS has a unique teaching method that differentiates it from other surf school models, largely due to founder Van Curaza s 40 years of surfing experience. This unique method involves throughly acclimating students to the ocean environment while educating them about the ever-changing dynamics of catching and riding waves. VCSS s method has proven so reliable that it can offer the VC Guarantee, pledging all students will stand up and ride a wave during their very first lesson. Company History The origins of Van Curaza s surfing school trace back to 1984 in Avila Beach, and developed through his 28 years of teaching experience in both individual and group settings. By 2008 tourism and the demand for surfing instruction had reached a sustainable number, so renown long-time Central Coast surfing enthusiast and expert, Van Curaza established VCSS. First-timers were seeking basic surfing techniques; novices the timing and positioning through wave knowledge; intermediates needed dedication and progression; and advanced surfers the technical aspects of highperformance. Consistent with his beliefs, VCSS founder Curaza expanded the scope of his school to include life changing opportunities for individuals with physical, developmental and social challenges. This effort has been remarkably effective and since 2008 resulted in groups such as wounded veterans and active duty service members - wounded with spinal injuries, traumatic brain injuries, suffering from PTSD, amputees, burn victims and other severe injuries - individuals with rare diseases, children with autism and down syndrome, at-risk youth and many more benefiting from this experience. In September 2008 VCSS was there in San Diego at the first National Veterans Summer Sports Clinic (NVSSC) where Van led surfing instruction and helped make surfing the most successful event at the clinic. 5

Hours of Operation: VCSS is open Sunday through Saturday every week from 7am to 7pm, by appointment. VCSS operates year-round with majority of its customers between Memorial Day and Labor Day. Services: VCSS offer s a variety of services (See Below). All of its professional surf instructors receive personal training by Van Curaza. They also receive certified CPR and First Aid training and a thorough background check. For all VCSS services, students are issued top quality appropriate equipment, including wetsuit and surfboard with leash. VCSS supplies adaptive surfboards, helmets and personal flotation devices (PFD). Services offered year round: Private one-on-one surf lesson, 1.5 hours Group lesson of 2-15 students, 2 hours Large group lesson 15-100 students, length of time TBD with consultation Services offered during summer months - June, July and August: Day Camps weekly - 1, 3 or 5 days 9:oo-3:30 Monday - Friday. Overnight Surf Camps, Sunday to Friday (select weeks during the summer) based at the Avila Hot Springs Resort, with surfing at select beaches throughout the Central Coast. *All camps share the VCSS philosophy of Surfing, Safety and Fun 6

Experience: Van Curaza, Owner and President of VCSS (1972-2012) I. Surf Instruction: Avila Beach 1984 -Present Puerto Escondido, Mexico 1984 North Shore, Oahu, Hawaii 1985-1988 Morro Bay 1985 - Present Pismo Beach 1985 - Present Shell Beach 1985 - Present Oceano 1985 - Present Kuta Beach, Bali, Indonesia 1995 Santa Cruz 2006 - Present Cayucos 2006 - Present Cambria 2006 - Present San Simeon 2006 - Present Big Sur 2007 -Present San Diego 2008 - Present II. Surf Competition: Pismo Beach 1979 - Present Huntington Beach 1980 San Diego 1981-1988 San Clemente 1981-1988 Newport Beach 1981-1988 Redondo 1981-1988 Manhattan 1981-1988 Malibu 1981-1988 Salt Creek 1981-1988 Ventura 1981-1988 Santa Barbara 1981-1988 Morro Bay 1981 -Present Cayucos 1981 -Present Santa Cruz 1981-1992 North Shore, Oahu, Hawaii 1985-1988 San Francisco 1985-1987 Cambria 1989-1992 San Simeon 1989-1992 Sand Spit Montana De Oro 1990 Lincoln City, Oregon 2007 III. IV. Counseling: Lead Surf Camp Counselor for the Richard Schmidt Surf School, Santa Cruz 2003-2007 Volunteering: Director, Western Surfing Association District 2A 1987-1990 Lead Surf Instructor, Operation Restoration/ Amp Surf 2007-2008 Lead Surf Instructor, National Veterans Summer Sports Clinic 2008, 2012 7

Founder/CEO/President,Amazing Surf Adventures 501(c)3 EIN #26-3661313 2008-Present Co Founder/ Lead Surf Instructor, Operation Surf 2006-Present Founder/ Lead Surf Instructor Shaka Program 2011 -Present V. Retail Experience: Owner, Vanz Surf Shop 1988-1989 Owner, The Surf Company 1991-1993 Owner/ Shaper, AZA Surf Boards 1991 - Present VI. In Search of the Perfect Wave: Indonesia (Bali, Java, Sumatra, Lombok, Nusa Lembongan) Mexico (Baja, Oaxaca) Hawaii (Oahu, Kauai, Maui, Hawaii) Tahiti (Moorea, Tahiti Nui) Oregon California "I don't want to be characterized as the common Board Pusher," says Van. "When you see surf instructors out there just pushing someone on the wave. I don't do that. I teach people to understand the beaches and to be a Surfer. It s my passion." - Van Curaza 8

Market Market Overview: Van Curaza Surf School has three major market populations: 1. Tourists - Our largest market focusses on tourists from all over the world visiting our beautiful Central Coast. Tourists taking part with VCSS contribute to our local economy while visiting Avila Beach. 2. Residents- Local residents from all walks of life love to experience the joy of surfing at VCSS in the safe and inviting environment that is Avila Beach. During the summer months many parents are in need of child care while they are at work or on vacation. VCSS camps fill up every week with kids both local and visiting. According to the IRS, the cost of day camp can be a tax deduction and count as an expense toward the child and dependent care credit during the school vacation period. VCSS promotes this in its website and fliers. 3. Organizations - VCSS has ongoing relationships with the following organizations: Big Brothers Big Sisters Wellsprings Academy (for weight loss) Education First Foundation for Foreign Study Amazing Surf Adventures Operation Surf (wounded active-duty military) Shaka Program (physically and developmentally disabled individuals) San Luis Obispo Sober Community School Yeshiva of Los Angeles for Boys (YULA) Family Care Network 9

California National Guard and Youth Program National Veterans Association Operation Comfort Brook Army Medical Center VCSS works with these organizations to bring them to Avila Beach and experience the beauty of the setting and have the best possible time while learning to surf. Market Needs: VCSS s three market segments - tourism, residents and organizations described in market overview all have similar desires. There is a need: fitness, recreation, rehabilitation, an outlet for stress, healthy youth activity (a safe environment for parents to bring their children), new hobby or to advance the sport of surfing and have a once in a lifetime experience. All of these things can be fulfilled by VCSS with the safety, comfort, and the environmental education that its professional team provides. Marketing Plan Pricing: VCSS offer's the highest quality surf instruction in the area. In order to provide the best services for its customers VCSS is equipped with top of the line surf equipment and the highest qualified instructors. It also has custom adaptive surf boards for individuals with physical limitations. Prices: $85 1-½ hour, private surf lesson: 1-on-1 instruction $325 package of 5: 1-½ hour, private surf lessons $75 per student 2-hour, group surf lesson: 2 to 4 students $65 per student 2-hour, group surf lesson: 5 to 9 students $55 per student 2-hour, group surf lesson: 10 or more students 10

Avila Beach Day Camps: $400 5 days, Monday - Friday 9:00am-3:30pm $250 3 days, Monday - Friday 9:00am -3:30pm $125 1 day, Monday - Friday 9:00am-3:30pm Overnight Surf Camp: $1,000.00 per student, all inclusive *According to the IRS, the cost of day camp can be a tax deduction and count as an expense toward the child and dependent care credit during the school vacation period. Promotion: I. Current Marketing VCSS understands the current economic condition and therefore provides various discounts to its customers, such as: $10 off any follow up lesson or package for the season $325 for a package of five lessons ($100 savings) Limited time discount for the Overnight Surf Camp of 2 students (siblings) for $1,500.00 ($500 savings) We are also currently working with the San Luis Bay Inn to create discount group surf lessons for occupants of the Bay Inn. VCSS currently advertises through the following avenues: Facebook Twitter Business Cards Brochures Certified Folder (tourist brochure racks in local business and transportation hubs) Local Hotels Yellow Pages El Dorado Radio advertising VCSS Website (the Number 1 local surf school on Google Search) 11

II. Planned Marketing VCSS plans to expand it s marketing tools We will use our equipment vehicle as rolling advertisement by applying a custom high quality digital wrap, displaying VCSS information and graphics. Procure a VCSS pop-up tent with logo and information to be placed on the beach. Develop a data base of all past and current customers to keep them updated on current activities and plans through email and other correspondence. VCSS plans to create a merchandise line including t-shirts, hats, stickers etc. Financial Information: The first diagram below shows the total costs for VCSS to operate for one year. The following diagram is VCSS s projected revenue for 2013 based on a 92 day season (June 1st, 2013 - September 1st, 2013) at half capacity. The last diagram shows VCSS s projected revenue for 2014 again based on a 92 day season (June 1st, 2014 - September 1st, 2014) at full capacity. We have included the cost of %10 to the Port San Luis Harbor if we were to be granted the surf instruction license at the mouth of the creek. Annual Costs Auto/ Transportation $2,000 Equipment $5,000 Lability Insurance $1,300 Taxes $800 Business License Fee $65 Payables $4,200 Office Supplies $240 Advertising/ Marketing $2,000 Administration $2,000 Employees $15,900 - $50,400 (Half Capacity - Full Capacity) Workman's Compensation/ Payroll Tax $3,975 - $12,600 (Half Capacity - Full Capacity) 10% Fee to Port San Luis $5,477 - $14,845 (Half Capacity - Full Capacity) Total Annual Costs $42,957 - $95,450 (Half Capacity - Full Capacity) 12

Annual Revenue at Half Capacity Projected Income for June 1st 2013 - September 1st 2013 Day Camps (10 camps at half capacity) $26,250 Surf Lessons (92 days at half capacity) $28,520 Costs -$37,480 10% Fee to Port San Luis Harbor -$5,477 Total: $11,813 Annual Revenue at Full Capacity Projected Income for June 1st 2014 - September 1st 2014 Day Camps (10 camps at full capacity) $58,750 Surf Lessons (92 days at full capacity) $89,700 Costs -$80,605 10% Fee to Port San Luis Harbor -$14,845 Total Revenue: $53,000 13

Certification: This business license is certification that Van Curaza is entitled to represent Van Curaza Surf School and empowered to submit this proposal and sign the Agreement with the district. 14

Statement of Acceptance: I, Van Curaza, have reviewed the template for the Standard Monthly Revocable License agreement. I agree to be bound by the key terms and conditions of the Monthly Revocable License Agreement upon approval and execution of such agreement. Van Curaza Owner of Van Curaza Surf School vcsurfschool@gmail.com (805) 543-7873 P.O. Box 1581 San Luis Obispo, CA 93406 15

References: Pete Kelley (805) 595-2526 pedrokelley@gmail.com Kelly Porter Avila Beach Junior Guard Instructor Feler JGS Physical Education Teacher (805) 550-9437 kp.ndtube@verizon.net Craig Ainsworth Attorney at Law (805) 440-7701 craig@csalawoffice.com Janis Roznowski Founder of Operation Comfort (512) 297-8972 jroz814@operationcomfort.org Frank Martin Former owner of Pancho s Surf Shop in Pismo Beach (931) 445-7152 panchossrf@aol.com Rebecca Griffith Professor of Child Development, College of the Sequoias (559) 737-1130 rebeccag@cos.edu John O Connell Retired LAPD, SWAT and US Marine (805) 431-0797 joconnell@amazingsurfadventures.org 16

Van Curaza Today, 2:02 PM Letters of Reference 17

October 13, 2012 Port San Luis Harbor Commissioners: As a recreational kayak and SUP company, we understand first-hand the challenges of providing a safe, fun, and educational experience to the public in the Avila Beach area. We are writing this letter to the PSLHD in support of Van Curaza and his company, the Van Curaza Surf School. The Van Curaza Surf School is a wonderful company that provides a valuable service to our local community. We hope the PSLHD will approve licensing for the Van Curaza Surf School. Over the last three years, we have seen the demand for recreational ocean activities grow significantly. As Avila has become more of a destination for kayakers, SUPers, and beginning surfers, we have seen an increase in the number of small businesses and individuals attempting to capitalize on this opportunity. Many of these businesses are not licensed with the PSLHD, do not operate safely, and do not work cooperatively with other local businesses. This is not the case with the Van Curaza Surf School. We have had the pleasure of operating our beach rental concession in the same area as the Van Curaza Surf School and have been very impressed by Van s management of his staff and clients. We share the same surf zone in Avila, and Van has always been respectful of our business and considerate of our customers. Van and his staff go above and beyond to keep their customers safe as well as lookout for the safety of the general public who are also in the surf zone. One of the main reasons we have been successful as a company is that the PSLHD has limited the number of licenses granted to other kayak and SUP companies. Because of this, we have been able to grow our business and increase our rental and touring services. Without the PSLHD s protection, this investment would be a great risk. With this model, everyone wins-- we become more successful, the public has greater access to quality services, and the PSLHD generates more revenue. In addition to our recommendation that the PSLHD grant licensing to the Van Curaza Surf school, we hope the PSLHD will also consider limiting the number of surf schools overall. We hope Avila will continue to offer the best, safest, and most professional recreational services and licensees will have the opportunity to create successful, long-lasting businesses.

Sincerely, Vincent Shay and Emily Stern SLO Coast Kayaks LLC

October 12, 2012 To Whom It May Concern: It is my privilege to write a letter of recommendation for Van Curaza and Van Curaza Surf School. I have known Van for over 30 years and he is truly one of the best surfers I have ever known. His experience in the ocean is second to none. As a Junior Lifeguard instructor at Avila Beach for the last 5 years, I have seen Van s surf school in action. His teaching skills, techniques, positive attitude and knowledge of surfing make his surf school the best on the central coast. His students always seem to be smiling and having the time of their lives. Van is very self motivated and caring person who has the student s best interest at heart. Since the students in Van s surf school are in a medium that can be dynamic and dangerous, safety is the number one priority for Van. He always has his eyes on his students in the water and he also has many other instructors that help keep the students safe while surfing. Van demonstrates fantastic people skills and I m impressed with his rapport with the students. His enthusiasm results in a fantastic learning experience for all students. I would recommend anyone interested in learning how to surf to Van Curaza Surf School. Sincerely, Kelly Porter Fesler JHS Physical Education Teacher 1100 East Fesler Rd. Santa Maria, California 93454 Avila Beach Junior Guard Instructor 805-550-9437

Hola Hey guys I want to thank you guys for what you did with my kid Niki in the week that he spent with you guys. He just turn 8 years old...he is been surfing since he was three and he has the passion for it He has competing in surf contests since he was five and always placed in the top 3 in the 10 & under division.since he went to your camp he improve his surfing soooo much that in the next contest, he won it by far The confidence that he got in Vans and Amanda's school was out of this world, it was amazing I'm sooo impressed that I have no words really to describe my joy...the facts speak for itself 1st place in the contest after Vans & Amanda's school. Thanks Van and Amanda for having the professional and magic touch to give my kid the confidence and knowledge to succeed in the surfing world and most important the confidence in himself to tackle life as well. Cheers & Aloha Coco Fernandez Master Farrier (805) 801-8365 www.cococaballo.com www.well-horse.com

Dear Prospective Parents and Future/Existing Surfers, My 3 children, ages 11, 10, and 8 hav two summers. The entire experience exceeded my expectations. As a professor of child development, I feel that I have both the professional knowledge and experience to assess quality of care and instruction. In addition, my children have attended many camps over their childhood and this was BY FAR the best. I believe it was the best money I have ever spent for camp. Not only did they learn to surf, but they also had a lot of fun doing it. Van and his staff are extremely knowledgeable surf instructors. They tailor the surf easy by breaking the process into steps. Van and his staff also give individual feedback, helpful hints and encouragement to help each surfer reach their maximum potential. I observed children and adults of all ages learn to surf in a very short period of time. It was incredible experience to watch both young and old learn to surf and thoroughly enjoy the experience. This summer, my children spent 6 weeks with Van and his staff which provided me with ample opportunity to observe the camp and surf school experience. What I observed were surfer instructors (Matt & Zach) who honestly seemed to love their job and enjoy spending time with the children enrolled in the camp. All I had to do was look at the faces of the smiling children and staff to know that each one of them was having a great time. The ch the shore (like the other surf companies, I observed), they were in the water with the children at all times. They provide a safe and secure surfing experience which helped me Lastly, my children were in the first surf competition this summer and one of my children won second place (with over 50 participants). ed them with the skills and confidence that they needed to participate in the event. The time my children and I spent with Van, his staff and other children at surf camp resulted in us experiencing the most incredible summer of our lives. It is something that we will always remember and talk about for a lifetime. I plan on making it a family tradition. Sincerely, Becky Griffith Professor of Child Development, College of the Sequoias 915 S. Mooney Blvd. Visalia, CA 93277 (559) 730-3700 www.cos.edu