> ## Content Index > Fetch the complete content index at: https://www.smdp.com/llms.txt > Use this file to discover other available public pages before exploring further. # Surf’s up, but not everybody’s down with crowded coast - URL: https://www.smdp.com/surfs-up-but-not-everybodys-down-with-crowded-coast/ - Published: 2007-07-27T15:00:00.000Z - Updated: 2026-10-24T02:22:54.000Z - Author: Guest Author - Tags: Sports, Pier, #archive-import *Surf camp credibility called into question* *By REAGAN WHEELER Special to the Daily Press* SM BEACH Since being reassigned this summer to tower 26, just south of the Santa Monica Pier, lifeguard Matt Rhodes has had plenty to watch. “It’s a commercialization of the beach,” Rhodes said, alluding to more than six surf camps that were lined up along the sand on Thursday. “(Many instructors are) using the state-owned beach for personal gain.” Echoing the sentiments of many seasonal sunsoakers, Rhodes, an LA County lifeguard for the past two years, charges that the beach is becoming overcrowded by the proliferation of unregulated surf schools. Youngsters ranging in age from 5 to 17 rush in and out of the water each day, surfboards in tow, being taught how to ride the waves by local instructors who may or may not hold city sanctioned permits. The city’s grip on the nationally renowned surfline may be slipping away due to this ever-increasing number of surf camps. In June of 2004, the Santa Monica City Council amended an existing city ordinance that required any group — whether a church or school — with more than 20 people under the age of 18 to obtain a permit through the Community and Cultural Services Department (CCSD). Since, there have been ongoing problems with the criteria set by the ordinance, according to Barbara Stinchfield, spokesperson for the CCSD. Groups with less than 20 students or more than 20 adult students (18 and over) can operate on the beach without a permit or insurance, resulting in a perceived excessive number of surf camps on the beach. As a result, the city seemingly has little control over the camps’ safety measures, and for groups without City of Santa Monica business licenses, their business practices go largely undocumented, including what the owners pay their instructors or charge the students. Other groups that obtain a permit from the Open Space Management have a maximum capacity of 30 people and do not have to pay the city any portion of the revenue, nor do un-permitted groups have no obligation to pay the city. Only city-contracted schools are required to pay the city. “It’s my understanding from both our staff and the chief lifeguard that the problem has intensified,” said Stinchfield. “The number of camps is becoming a serious problem.” Mary Setterholm, the owner of Surf Academy, which has camps in Santa Monica and Huntington Beach, agrees. Setterholm said the groups digging in near tower 26, and elsewhere on the beach, to teach tikes surfing are ripping off the city. “I’m happy to pay the city, because I’m doing what’s right,” Setterholm said. “Groups that are publicly traded are not paying the city.” Publicly shared companies typically pitch their tents near tower 26, just south of the renowned Santa Monica Pier. Since 2002, Setterholm has been setting up shop a mile south of the pier in order to give space to local swimmers and surfers. She feels the public is getting the short end of the stick, besieged by the surf camps. “I don’t want surf schools in the local spots,” Setterholm said.“If they gave me a spot at 26, I’d refuse it.” South of the Pier, down to tower 29, crowds of local surfers and tourists come to soak up the sun each day. On Thursday, most sunbathers seemed unconcerned with the abundance of surf camps doling out lessons. One beach-goer was actually entertained by the surf camp being held at tower 20. “I think it’s cool,” said Kelli Meziani, of Salt Lake City. “I think it’s entertaining to watch the kids learn to surf.” The proliferation of surf schools and their prime locations may represent just a part of the problem. Another aspect that needs to be addressed, according to Stinchfield, is the process in which permits are given to instructors. The County of Los Angeles assigned the City of Santa Monica just three surf sites on the state beach. The permits are given out on a first-come, first-served basis. No criteria regarding a surf school’s credibility is in place, Stinchfield said. Setterholm contends someone’s plumber could get a permit if he or she applied first. Pushing the city to come up with a more “rational and planned” process for permits for several years has been Pat Murphy, owner of Learn to Surf LA. In a letter to the City Council in 2006, Murphy wrote that the current process has created “an environment in which it is very difficult for operators to run a successful and viable surf school.” “Whether it’s Charles Manson or (surfing champion) Kelly Slater running the camp, the city does not seem to care who’s running it,” Murphy said. Murphy, who has an Open Space permit, said Thursday that a better measure would look at a school’s track record, adding that he has built up relationships with parents and students over the past six years. “Breaking and re-establishing relationships each year would be hard,” said Murphy. Surf school operators don’t know from one year to the next if they will have a permit for the upcoming surf season. Permits for the 2007 season were determined less than three months before the effective permit period. In 2006, the permits were granted only two months in advance. For instructors like Murphy, setting up a business or making themselves well known in the community has become very difficult. THE NUMBERS GAME Lifeguard Rhodes feels “there are just too many” camps on the Santa Monica beach. Rhodes’ tower is a popular spot for “pirate” schools to hold camps. “I’ve definitely gotten complaints from parents and surfers, mainly about the overcrowding,” Rhodes said. A father and son out surfing on Thursday, who asked not to be identified, seemed happy to see the kids learning the sport, but expressed that it might be unsafe, especially if the instructors don’t know what they’re doing. Another local surfer, Gary Robbins, who has been riding the waves in Santa Monica off and on for the last 40 years, didn’t have any complaints about the camps or the large number of kids on the water. “I think it’s good for the kids and the sport,” Robbins said. “It’s summertime and their entitled to it.” Aqua Surf School spokesperson Michelle Casillas refused to comment on the status of her school’s permit, stating that only nine kids were out with the school Thursday — legal under the city ordinance. SAFE SURFING Safety on the beach and in the water is of major concern for camps like Surf Academy, Islands Surf Camp and Learn to Surf LA. Representatives with each claimed to have liability insurance and teach their students the etiquette of surfing before actually getting their feet wet. Das Jesson,owner of Islands,stresses that he only uses top of the line equipment and that his instructors are in the water with students all day,guiding them in from big waves and teaching them how to catch the best waves. “There is a 3:1 ratio of kids to instructors at my camp,” Jesson said. “My instructors are all experienced surfers, either on their high school or college surf teams.” Jesson’s camp is “the number-one camp in Santa Monica,” according to Rhodes, adding that Jesson may be experienced and qualified to teach surfing, but not all instructors in Santa Monica have the same level of expertise. Surf Academy’s Setterholm is not only concerned with the safety measures being taken at the beach on the days of the camps, but also with the lack of the city’s investment as to whether the instructors are qualified. With no actual testing of the instructors surfing capabilities, City Hall’s Open Space Management Division has no idea who can actually surf. “There’s no certification and there should be,” said Setterholm, a 1972 U.S. Women’s surfing champion. “It’s not about the bucks, it’s about safety and knowing the basics. “Get the surf instructors out there in the water and see if they can flipping surf.” *Originally published in the Santa Monica Daily Press print edition on July 27, 2007.* [Read the original PDF.](https://s3.us-east-1.amazonaws.com/smdp%5Fbackissues/072707.pdf?ref=smdp.com)