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# Surf outfitter targets Westsiders with events
- URL: https://www.smdp.com/surf-outfitter-targets-westsiders-with-events/
- Published: 2007-08-02T15:00:00.000Z
- Updated: 2026-10-24T02:26:52.000Z
- Author: Kevin Herrera
- Tags: Events, Venice, #archive-import

*Retailer focuses on Westsiders*

VENICE Quiksilver is taking niche marketing to a whole new level.

With its Quiksilver Edition Mission — a community center in the heart of Abbot Kinney Boulevard — the renowned surf outfitter is offering up a wide range of activities for Venice locals and Westsiders looking to network amid artistry and culture.

The Mission, located at 1621 Abbot Kinney Blvd., offers yoga classes, movie screenings, tequila tastings, barbecue competitions and other events catering to an eclectic clientele in-tune with a more liberal lifestyle.

The final caveat — all events are free, unless otherwise specified, but those looking to join in on the fun must RSVP (www.quiksilvereditionmission.org).

Formerly the Brass Knuckles Boxing Club, The Mission — home to a post-production company during the week — opened in June to coincide with the launch of a new clothing line called “The Santa Monica Collection,” which caters to the 28-40 crowd who grew up on Quiksilver and are seeking a more mature product, said Quiksilver’s director of communications, Joshua Katz.

“We developed this brand to satisfy the aging surfer and pick up where the youth-driven, action-sports industry leaves off,” Katz said. “The Santa Monica Collection is really inspired by the Santa Monica community, where the street meets the sand. It’s this mix of urban culture — really smart, intelligent and diverse community — with a distinct coastal lifestyle.

“Some parts of the city or luxurious and some parts are down and dirty.”

> “We wanted it to be open to the people and not make it this Hollywood type of pyramid where celebs are at the top.” — Katz said

> “It is really about bringing the family along and doing things that are positive and beneficial to the world, and maybe see a film that has a greater message,”

In efforts to familiarize the locals with the new line, Katz and his marketing team decided to create The Mission and offer events that catered to the targeted community.

That means more than just showing some surf films or hosting a big party.

The Mission is open Thursday through Sunday for the rest of August.

Tonight, The Mission will present a screening of the feature documentary “DISARM,” which takes viewers on a journey through war-torn countries that are still littered with land mines. It also offers a critical look into how weapons systems, war, and the way it is waged are being redefined in the 21st Century.

Following the screening, director Brian Liu will take questions from the audience On Friday, ReadyMade Magazine will host a party to commemorate their latest issue’s release. On Saturday, Yoga Works will hold Yoga for Surfers in the morning, which will be followed by a Jack Daniel’s Neighborhood BBQ. Those interested in glass etching can attend a workshop on Sunday.

Quiksilver is already getting requests from people outside of Los Angeles hoping for a Mission to open in their neighborhood.

“I just think it is a great program that teaches real topics for today’s consumers,” said Jason Jacobs, a resident of Orange County, in a blog on the Mission’s Web site.

“You have to expand this and get people in surrounding communities involved.”

![](https://storage.ghost.io/c/55/9f/559f9abc-8372-4a2e-8c2d-27386da4e363/content/images/2026/10/080207-03_01.jpg)

UN-REEL: Attendees of a recent Quiksilver Edition Mission event take in a free film screening in Venice. (Photo: Photo courtesy Quiksilver)

![](https://storage.ghost.io/c/55/9f/559f9abc-8372-4a2e-8c2d-27386da4e363/content/images/2026/10/080207-03_04.jpg)

FEELING CORNERED: Party-goers shoot pool inside the Mission in Venice, taking part in a Quiksilver-sponsored community event. (Photo: Photo courtesy Quiksilver)

*Originally published in the Santa Monica Daily Press print edition on August 2, 2007.* [Read the original PDF.](https://s3.us-east-1.amazonaws.com/smdp%5Fbackissues/080207.pdf?ref=smdp.com)