To preserve, promote and present surfing’s heritage and cultural impact.

‘The Endless Summer®’ Specialized License Plate program will be created to fund programs to promote exposure to surfing and to preserve, present and promote surfing’s heritage for the appreciation and education of current and future generations; to promote coastal conservation and awareness through encouraging surfing being more accurately understood, represented and enjoyed in California; and through programs that promote coastal conservation and awareness through education about surfing and its physical, mental health and environmental benefits.
​For over half a century The Endless Summer has been revered and adored by surfers and non-surfers the world over. Dedicated to the carefree concept of chasing waves and an “endless summer” around the globe, the themes and images presented in Bruce Brown’s magnum opus shined a bright light on the idea that it’s not only okay to daydream, it’s okay to chase those dreams. At the time of the film’s release in 1964, the world found itself engulfed in the nuclear arms race that was the Cold War, as well as an escalating conflict in southeast Asia. In its own unique, happy-go-lucky way, The Endless Summer gave everyone the feeling that everything was going to be alright if they could just get to the beach. It subsequently broke box office records and remains the archetype for all other surf films to come after. More than 50 years since its release and The Endless Summer still typifies these ideals. As Brown so famously narrated, “With enough time and enough money, you could spend the rest of your life following the summer around the world.”

CALIFORNIA – “one of the most surf-immersed cultures on Earth.”

“Nothing represents the California Dream better than surfing — riding the waves and living in harmony with the beautiful beaches and ocean of our Golden State. Surfing in California has a rich history and culture. The surfing lifestyle attracts people from all around the world and generates over $6 billion in annual retail sales. Surfing is an iconic California sport and an important part of the multibillion dollar California coastal economy, particularly in the tourism and recreation industries.”  ​California Assembly member Al Muratsuchi (D-Torrance).

“And the image’s hero, the surfer, was a new kind of hero. Well, he was old and new. If he’d been born a hundred years earlier, he’d have been a cowboy. He had the cowboy’s instinctive loathing of fences, love of the great wide-open. And what was standing at the farthest edge of America, surveying the Pacific, but the next logical phase of Manifest Destiny and lighting out for the territory and Westward ho. The surfer, though, was new in the sense that he preferred to be in harmony with nature rather than in opposition to it, was seeking not to conquer but to coexist, and beautifully because if he was an athlete he was every bit as much a poet too. A dharma bum turned beach bum.” ​Lili Anolik.

California makes history with first listing based on surfing. 
​February 5, 2018
MALIBU, CA — The Keeper of the National Register (National Park Service, Department of Interior) has listed Los Angeles’ iconic Malibu surfing area in the National Register of Historic Places. This is the first National Register listing centered on surfing history and recognizes Malibu’s worldwide contributions to the sport made in the years following World War II — from surfboard design and production; to a distinct, relaxed, and “cool” style of surfing; to the beach of Gidget and the explosion of surfing’s popularity.
The 160-acre Malibu Historic District is entirely composed of public property and includes: the First Point, Second Point, and Third Point surf breaks, the Malibu Pier, and portions of both Surfrider and Malibu Lagoon State Beaches. The immediate area of eastern Malibu now has three periods of California’s cultural history represented in the National Register: the Chumash Humaliwo village site; Stiles O. Clements’ Adamson House; and now the Malibu Historic District.
The Malibu Historic District listing establishes a new pathway for coastal conservation — complimenting established protection models based on natural habitats or important species with those based on historical and cultural significance. The listing is site-specific and secures protections in state and federal coastal project planning explicitly from the point of view of the area’s significance, in this case surfing. The listing serves as a qualifying step for additional state protections based on historical significance.
Said Henry Stern, California State Senator (D-27), whose district includes Malibu: “Never before has a surf spot been officially recognized as a historic place in our National Register. Nowhere is more fitting to be first than First Point, and the magical place that is ‘Surfrider.’ The iconic wave, deep cultural roots dating back thousands of years, and timeless style have always made surfing Malibu historic. Now it’s official.”
​More info. Click here

“My sense is that the image’s diffidence is what draws you in, turning you into the aggressor, the one who’s got to have it or else, and that the simplicity is what makes you stay, elevating as it does the young men’s quest, trivial to the point of absurd in one sense (looking for a wave to ride on? pfft, kid stuff), ultra-profound in another (these guys are trying to walk on water, defy the laws of nature, do what Jesus did!), to the level of myth. The Endless Summer, one of the great movie titles, is an idea that its protagonists are trying to embody: follow summer around the globe so that it goes on indefinitely, keep moving and time stops, stands still—you never grow up, never grow old. You yourself are that perfect wave, one that forever crests, never breaks.” Lili Anolik .

From Santa Barbara to Imperial Beach, Southern California is one of the most surf-immersed cultures on Earth, rivaling that of Coolangatta and Torquay in Australia or Waikiki Beach on Oahu. The Southland isn’t just the location of the Velcro Jungle — where Quiksilver, Volcom, RVCA, Hurley, Billabong, O’Neill, Lost, and dozens of other companies have their headquarters — but it’s also the home of some incredible surf — Rincon, Malibu, the famous Huntington Beach Pier, the Wedge, Lower Trestles (one of the best, most consistent waves on the planet), Oceanside Harbor, Swamis, and Blacks to name just a few world-class waves.

If you’ve never spent any time in SoCal, understand this: it’s big. It takes 5 hours to drive from Santa Barbara to the Mexican border, and in that stretch you’ll find everything from rolling green hills decorated with stands of Eucalyptus trees, to the concrete jungles of West L.A., Hollywood, Newport Beach, and Downtown San Diego. Good weather year round (a 3/2 fullsuit and booties will suffice throughout winter), good food, and some strange people. You’re in the center of the surf world, take it all in. —Joel Patterson

​Endless Summer image and slogan © 2013 Bruce Brown Films, LLC

©2018 Iconic Legacy