The monstrosity known as the Waterfront Beach Resort on the inland side of PCH in Huntington Beach just announced the opening of Surf Hero, "an energized new venue that pays tribute to the surf history and culture that has earned the city designation as Surf City, USA."
Surf Hero is not to be confused with the Huntington Beach International Surfing Museum, which is but a short bike ride away. As Surf Hero also serves grub, it is also not be confused with Duke's Huntington Beach, the surf-themed restaurant at the base of the Huntington Beach Pier that is also loaded with surf memorabilia.
That's okay, 'cause when it comes to making dinero off the sport of kings, there's plenty to go around . . .
. . . uh, bro.
Surf Hero certainly succeeds when it comes to seeking ways to get into your boardshort pockets as it also hawks Starbucks coffee drinks, sundries, novelty gifts and logoed action-sports attire.
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Opening in conjunction with the 290-room, truly hideous resort's 20th anniversary, Surf Hero promises to host special activities and entertainment.
It's already started with weekend sunset tributes to Mankota, "a legendary Native American who is believed to have sacrificed himself off the shores of Surf City, USA™ to ensure that there would always be good surfing conditions in Huntington Beach."
Wow, Surf City, USA™ was trademarked way back then? Who knew?
Pray they're selling a Mankota doll outfitted in Toes on the Nose duds for the keikis.