Hard to imagine that anyone living in Huntington Beach, or anywhere in Orange County for that matter, could not fall victim to the seduction of the 2010 US Open of Surfing, which officially started on July 31 and runs through Sunday. There is a definitive sense of optimism and excitement in the air as surfing royalty from around the world arrive in Surf City to participate and compete in this massive sporting event.
Hurley Inc. reigns supreme with towering and breathtaking structures dominating the southside of the city pier and laying claim to the entire venue, with due respect to Nike.6.0, a corporate partner and sponsor as well. In addition to the virtual retail village on the sand, Nike 6.0 has a revamped added attraction in their No Tell Motel.
Primed to accommodate the younger demographic of aspiring professional surfers, this super-hip place to hang out, listen to and play music, is open to the public daily. It offers a glimpse into a unique culture reflective of the "US Open" and the athletes themselves, many of whom are responsible for making this sport so epic and intoxicating to watch.