Celebrating the Legacy of Surf Lifers in Orange County

A Journey Through Surf Culture

Last time, I opened a little series that I like to call “surf lifers.” A surf lifer is someone who has a deep love for surfing and has found a way to build their life around it. Naturally, I used myself as a prime example of this kind of creature. Today, I want to share stories about a few more of my favorite Orange County surf lifers.

Jeff Alter: A Legacy of Passion

First off is Jeff Alter. He is the younger son of the legendary Hobie Alter, known for Hobie Surfboards, Hobie Cats, and Hobie Surf Shops. Along with his older brother, Hobie Jr., and sister Paula, Jeff grew up immersed in the surfing life and culture. Hobie was one of the biggest names in the industry. Jeff's early years were spent living in Laguna Beach, right at the best surf spot in town. Later, the family moved to “Beach Road,” a picturesque road with houses that run along the beach below the bluffs in Capistrano Beach. This new home was even closer to the water than their previous one in Laguna.

For many years, Jeff and Hobie Jr. took over and ran the Hobie empire. Jeff was the main man behind Hobie Designs, which focused on brand and licensing, as well as Hobie Surfboards.

Now in his 60s, Jeff has recently taken over the reins at the Surfing Heritage Cultural Center. He is currently overseeing the design and upcoming opening of the new location in downtown Laguna Beach. Jeff and his wife, Laurie, are wonderful people, embodying the salt-dried surf spirit.

Don Craig: The Smooth Surfer

Next up is one of the smoothest and greatest surfers I know. While he may be relatively unknown to the general public, most people within the surfing community recognize his talent. Doug Craig, Don’s father, was the president of the San Onofre Surfing Club for many years and is well-known among Southern California surfers. By his mid-teens, Don was already a great surfer, actively competing during the 60s and 70s. What set him apart was his fluid and elegant style, reminiscent of legends like Billy Hamilton and Skip Frye.

Don entered the surf industry as the first sales representative for Quiksilver and went on to represent many other surf brands. He played a crucial role in bringing Rip Curl wetsuits to the U.S. and managed the first Rip Curl retail store in San Clemente for many years.

His most notable achievement was coining the phrase “Old Guys Rule,” which he transformed into a thriving T-shirt business and more. He grew his brand from the ground up, selling it directly to surf shops while also promoting other brands. Eventually, it outgrew the others and became its own empire, catering first to surfers and later to all “old guys” in various walks of life. Throughout his journey, Don has generously donated a significant portion of his income to causes like the John Wayne Cancer Foundation and the Wounded Warrior Project.

Living in San Clemente, Don still surfs as smoothly as ever and remains one of the coolest dudes you could meet as he glides into his late seventies. He is a testament to the idea that “old guys rule.”

Mark “Cubby” Samuels: A Creative Spirit

Rounding out today’s lineup of lifers is my longtime pal, Mark “Cubby” Samuels. I first met Mark when he applied for a job with me at SURFER magazine. At the time, I was the advertising director and needed a graphic artist. This young dude, a bit wet behind the ears but totally stoked, showed up with some impressive work. I told my secretary, Denise, that the kid reminded me of “Cubby” from the Mickey Mouse Club. You have to be old to remember that show! Annette Funicello was a “mouseketeer,” and they had a kid named “Cubby.” Anyway, we gave him that name, and it stuck—at least while he worked there. Oh yes, he got the job. He loved to surf and fit right in.

Here’s his own version: “In 1980, I was a young designer working in LA when a guy asked me to design an ad for him to run in SURFER Mag. Being a die-hard surfer, I drove the finished ad down to the SURFER office. I got lucky as they were looking for an artist to run the ad art department. After Corky looked over my art samples and took me surfing to ensure I wasn't a kook, I was hired. It was a dream job, as surfing almost every day was the norm. I loved that job for 15 years, and during that time, I became great friends with Jeff Darnell, the art director of POWDER Mag. Jeff and I eventually gave our notices and started our own agency, SDA Creative. We scored an oceanfront office in Capo Beach, and SDA thrived for 27 years, with Hobie being one of our best clients. I decided to retire in 2021, found a buyer, and went surfing. I bumped into Jeff Alter at a surfing event, and one thing led to another. Now, I'm working at SHACC. Surfers are amazing people, and I’m so thankful for the great ride I've had.”

The Importance of Heritage and Craftsmanship

As I reflect on these stories, I am reminded of the importance of heritage and craftsmanship in the surfing community. Each of these surf lifers has contributed to the culture in their own unique way. Their passion for surfing is evident in their work and their lives. They inspire us to appreciate the artistry and dedication that goes into every handcrafted surfboard and every wave ridden.

At Blue Mango Surfboards, we aim to be the premier choice for surfers seeking high-performance, handcrafted boards. We leverage the legacy of surf legends to deliver exceptional quality and design to our dedicated community of riders.

Conclusion: A Community of Lifers

That’s what I have for today. Stay tuned, as I will continue to share more stories of Orange County surf lifers in the future. Each of these individuals embodies the spirit of surfing, reminding us of the joy and camaraderie that comes with riding the waves. Together, we celebrate the rich tapestry of surf culture and the people who make it so special.