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E. S. P. Retail Showcase

Focus -  Sports & Recreation

Compiled by Janet Heller

RON JON SURF SHOP

cool clothes and fast growth

 

Locations:  In addition to the Long Beach Island store, a Cocoa Beach, Florida location of 52,000 sq.ft. opened in 1963.  The Cocoa Beach facility now encompasses two acres on which the main store is joined by two related sports activity venues: Ron Jon Watersports caters to diving and kayaking enthusiasts and Ron Jon Beach Outpost is located across from the beach and offers long boards, last-minute beach items, and rentals.   Cocoa Beach is a top tourist destination, attracting some 2.4 million visitors. Like the beaches in Cocoa Beach, Ron Jon is open 24 hours.   The exterior of this surfing mecca brings to mind Las Vegas, with neon lights that highlight a radical building adorned with big board sport statues.  The next store opened in 1998 with 25,000 sq.ft. at The Block at Orange in California. It was the first inland location for the concept and the first of the chain to locate in a major retail destination.  The most recent addition is located in Sawgrass Mills, Ft. Lauderdale, Florida. The 22,500-sq.ft. store features a 40-foot tall by 50-foot wide ocean wave facade over the entranceway.  The hard-to-miss design, constructed of fiberglass, wood and steel, also features a beach scene, complete with surfers.   When the curious as well as the avid surfer dudes/dudettes enter, they are met inside by painted faux clouds that highlight the upper reaches of  the store, while large-screen TV monitors showcase footage of surfing and other board sports.

 

 

Expansion:  In the year 2000, the newest addition to the chain will open at Belz’ Festival Bay, the 1,074,800-sq.ft. “lifestyle retail complex” in Orlando, Florida.  Located in a section of the project called International Way, the newest Ron Jon will be a lifestyle anchor at the north end of the development and will offer 50,000 sq.ft. of beach-themed sport retailing.

 

Branding:  The Ron Jon Surf Shop logo is known worldwide and can be spotted on cars, T-shirts, boards, and has even been spotted on the space station Mir!  The company was recently named Action Sports Retailers’ “Retailer of the Year.”   Ron Jon Surf Shop also operates a extensive website that includes a surf camera providing up-to-the-minute surf and beach conditions and an e-catalogue that keeps its logo,  a familiar icon for web surfers, active on the net.

 

Management:  In April 1997, Ed Moriarty became president of Ron Jon Surf Shops.  Moriarty has spurred the growth program.  Moriarty spent the majority of his career in various management positions with the Walt Disney Company, primarily in Florida, where he was part of the team that originally opened Walt Disney World Resort.  According to Ron Jon’s vice president of corporate development, William  Biederbach, “We’re in the family attraction business.  People think of us as a leader when it comes to beach-oriented activities.  We specialize in what we know best, surfing, but we also work hard to introduce everyone to the other elements of the surfing lifestyle, which encompasses all kinds of apparel and accessories.”

 

Leasing Requirements:  The company has been doing stores in the range of 25,000 sq.ft., but it is looking to do 15,000-sq.ft. venues.  Locations preferred are tourist areas in the Sunbelt, land-based regional malls, and entertainment/lifestyle centers.  The company prefers to be an anchor in a project.  Biederbach told E.S.P. that the company expects tenant improvement money in order to maximize its ability to expand.  They consider themselves a small company with limited resources. Biederbach added that Mills gave them “a very nice T.I.”  Typical terms are 10-year minimum with multiple-year options.  A landlord can use a Ron Jon lease for financing.   Average per-square-foot sales are between $325 and $400 per foot at all locations except Cocoa Beach, where per-square-foot sales average $500.  All real estate transactions are done in-house by Ron Jon.

 

Parent Company:  Ron Jon Surf Shop of Florida, Inc.

 

For more information, contact William Biederbach, vice president of corporate development, Ron Jon Surf Shop of Florida, Inc., 3805 South Banana River Blvd., Cocoa Beach, Florida, 32931; 407-799-8888, Fax 407-799-8874. Ron Jon’s website can be found at www.ronjons.com.