Relocation brings surf heritage to downtown

The Surfing Heritage and Culture Center (SHACC) has found a new home in the heart of Laguna Beach, bringing its globally recognised collection of surf memorabilia and history to a more central and accessible location. The move to 239 Broadway, formerly the site of Laguna Drugs, marks a significant shift from SHACC’s previous location in a secluded warehouse in San Clemente. This relocation not only enhances visibility but also aligns with the organisation’s mission to make surf heritage more available to the public.

For Australian surf enthusiasts, the relocation is particularly noteworthy, as SHACC houses one of the most comprehensive collections of surfboards, photographs, and artefacts from around the world—including pieces that highlight the deep connections between Australian and Californian surf cultures. With its new downtown presence, SHACC is poised to become a must-visit destination for surfers travelling through Southern California, offering a unique opportunity to explore the roots and evolution of the sport.

The new location places SHACC within walking distance of Laguna’s bustling art galleries, cafes, and beaches, creating a seamless blend of surf culture and coastal lifestyle. This strategic move not only increases foot traffic but also integrates the museum into the daily rhythm of the community, making it easier for both locals and international visitors to engage with the rich history of surfing.

By relocating to a more prominent and accessible space, SHACC is reinforcing its role as a global custodian of surf culture. The new venue will allow for expanded exhibitions, interactive displays, and community events that celebrate the sport’s legacy and its ongoing influence across the globe—including Australia’s own storied surf history.

Community leaders drive the vision forward

The successful relocation of SHACC to downtown Laguna Beach is the result of a concerted effort by a dedicated group of community leaders and surf industry veterans who share a deep passion for preserving and promoting surf culture. Spearheading the initiative are SHACC board members Mark Christy, Jeff Alter, Greg MacGillivray, Paul Naude, and Dick Metz—each bringing a unique blend of experience, vision, and commitment to the project. Their collective efforts have been instrumental in securing the new location and shaping the future direction of the organisation.

Mark Christy, a longtime Laguna Beach resident and advocate for community-driven projects, played a pivotal role in identifying the potential of the former Laguna Drugs building. His vision for integrating surf heritage into the cultural fabric of the city resonated with fellow board members, who quickly rallied behind the idea. Jeff Alter, known for his leadership in the surf apparel industry, brought strategic insight and business acumen to the table, helping to navigate the complexities of the move.

Greg MacGillivray, an acclaimed filmmaker with deep ties to the ocean and environmental storytelling, contributed his expertise in visual media and public engagement. Paul Naude, a respected figure in the global surf industry, offered a global perspective and helped ensure the project aligned with international surf culture trends. Dick Metz, a legendary surf pioneer and founder of SHACC, provided historical context and continuity, ensuring the organisation’s core mission remained at the forefront.

They were joined by fellow board members Patti Paniccia, Randy Hild, Dan McInerny, and Royce Cansler, whose diverse backgrounds in law, marketing, finance, and operations added depth and balance to the leadership team. Together, this group formed a dynamic coalition that not only secured the new space but also laid the groundwork for a revitalised SHACC that will serve future generations of surfers.

For Australian surfers and cultural enthusiasts, the leadership behind SHACC’s move underscores the importance of community in preserving surf heritage. Many of these leaders have longstanding connections with Australia’s surf scene, and their commitment to showcasing the global nature of surfing ensures that Australian contributions will be well represented in future exhibitions and programs.

This collaborative spirit reflects the broader ethos of the surfing world—one that values shared history, mutual respect, and a deep love for the ocean. As SHACC prepares to open its doors in its new location, it does so with the backing of a passionate and visionary team determined to honour the past while inspiring the future.

A new cultural hub for surf history and art

With its new location in the heart of Laguna Beach, SHACC is set to become more than just a museum—it’s evolving into a dynamic cultural hub where surf history, art, and storytelling converge. The expanded space will allow for immersive exhibitions that not only showcase vintage surfboards and rare photographs but also explore the artistic and social movements that have shaped surf culture across decades and continents.

Visitors can expect a rotating schedule of curated exhibits that highlight influential surfers, iconic surf spots, and the evolution of surfboard design. These displays will be complemented by multimedia installations and interactive elements, offering a hands-on experience that appeals to both seasoned surfers and newcomers alike. For Australian visitors, this means the chance to see artefacts and stories that reflect the shared lineage between California and Australia’s surf scenes—from the early days of wooden boards to the modern era of high-performance surfing.

In addition to its exhibitions, SHACC’s new space will host a variety of cultural programming, including film screenings, artist talks, panel discussions, and live music events. These gatherings aim to foster dialogue and connection within the global surf community, providing a platform for voices from all corners of the surfing world—including Australia’s vibrant surf art and photography scene.

The centre will also feature a dedicated area for educational outreach, where students and young surfers can engage with the history and values of surfing through workshops and guided tours. This focus on education ensures that the legacy of surf culture is passed on to future generations, instilling a sense of respect for the ocean and the traditions that have grown around it.

SHACC’s integration into Laguna’s artistic and cultural landscape is a natural fit. The city’s reputation as a creative haven aligns perfectly with the expressive spirit of surf culture. By bridging the worlds of art and surfing, the new SHACC location will serve as a vibrant meeting point for artists, historians, surfers, and ocean lovers from around the globe.

For Australians with a deep appreciation for the cultural dimensions of surfing, SHACC’s transformation into a cultural hub offers a compelling reason to visit. Whether it’s viewing a classic George Greenough kneeboard, attending a talk by a legendary shaper, or exploring the parallels between Byron Bay and Laguna Beach, the centre promises a rich and engaging experience that celebrates the global soul of surfing.

Relocation brings surf heritage to downtown

Righto, mates — the Surfing Heritage and Culture Center (SHACC) is packing up its boards and heading straight into the heart of Laguna Beach. No more hidden warehouse in the hills — they’ve scored a primo spot smack in the middle of downtown at 239 Broadway, the old Laguna Drugs building. That’s not just a postcode upgrade, it’s a full-blown cultural power move.

This new digs isn’t just about location — it’s about visibility. SHACC’s world-class collection of surfboards, memorabilia, and salty tales from the deep is now front and centre, ready to be soaked up by locals and tourists alike. Whether you’re a grommet or a grey-haired charger, this place is set to be a magnet for anyone who’s ever waxed a board or dreamed of chasing the endless summer.

With the Pacific just a stone’s throw away, the new space is primed to become a living, breathing tribute to surf culture. Think of it as a wave-rider’s museum meets community clubhouse — a place where the past and present of surfing collide in the best way possible. And let’s be honest, what better place than Laguna Beach to drop anchor for a surf heritage hub?

So next time you’re cruising through town, maybe after a morning sesh or a cheeky fish off the rocks, swing by and soak up some surf history. It’s not just a museum — it’s a shrine to the stoke.

Community collaboration drives SHACC’s new chapter

None of this would’ve happened without a solid crew paddling in the same direction. The SHACC relocation is the result of a proper team effort — a lineup of legends from both the surf world and the Laguna Beach community who’ve come together like a perfectly timed set at Snapper.

Leading the charge are SHACC board members Mark Christy, Jeff Alter, Greg MacGillivray, Paul Naude, and Dick Metz — names that carry serious weight in the surf scene. These blokes, along with fellow boardies Patti Paniccia, Randy Hild, Dan McInerny, and Royce Cansler, didn’t just talk the talk — they rolled up their sleeves and made it happen.

It’s not every day you see this kind of collaboration — a mix of surf industry veterans, local legends, and cultural custodians all pulling together to preserve the soul of surfing. It’s like a tag team of frothers, each bringing their own style and energy to the mission.

And let’s not forget the local community, who’ve backed the move with the kind of stoke you usually reserve for a clean six-foot swell. From council support to grassroots buzz, the vibe around this project has been nothing short of electric.

With this kind of crew behind it, SHACC’s new chapter isn’t just about bricks and mortar — it’s about legacy, passion, and keeping the spirit of surfing alive for the next generation of wave chasers. Fair dinkum, it’s a bloody good yarn in the making.