Champion-Cain on a mission in Mission Beach, celebration at Luv Surf
by JENNIFER GREEN
Published - 08/26/15 - 03:52 PM | 7059 views | 0 0 comments | 9 9 recommendations | email to a friend | print
Pamela Corey, the retail manager, in the doorway of Luv Surf Boutique on Mission Boulevard, with Jackson. / Photo by Jennifer Green
Pamela Corey, the retail manager, in the doorway of Luv Surf Boutique on Mission Boulevard, with Jackson. / Photo by Jennifer Green
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Mission Beach and Pacific Beach vacationers, residents and their pets are getting some TLC and lots of love, or “luv,” from Gina Champion-Cain. She’s the architect of and facilitator for many of Mission Beach and Pacific Beach’s newest and most popular clothing, eating and drinking establishments.

Champion-Cain is the owner of Luv Surf, which started in Mission Beach in 2011 with Luv Surf Vacation Rentals, a pet-friendly, beach-friendly business. Since then, she’s been steadily growing her brand and her mission to make Mission Beach more beautiful while staying eclectic and funky, just the way she likes it.

Why choose Mission Beach to make her mark? “I love that it’s so eclectic. You can be young, old, rich, poor or right in the middle and enjoy Mission Beach,” says Champion-Cain.

She moved to San Diego in 1987 and has had a love affair with Mission Beach ever since. “Everyone is in a melting pot, all together [in Mission Beach]. I love that.”

After successfully launching her vacation rental business, Champion-Cain expanded her brainchild to include a Mission Beach clothing retail shop that capitalizes on the Luv Surf brand. Since the flagship store’s grand opening in 2012, she has opened two additional apparel stores in Mission and Pacific beaches. These stores are focused on selling locally sourced items in a beach-chic setting.

Chris Kramer, director of Luv Surf, says, “The company team is known for creating beautiful spaces that are design focused.” He regularly receives rave reviews from the retail shops’ neighbors and patrons who pick up on their inclusive attitude, or “party-wave mentality,” as Kramer likes to call it.

Champion-Cain rounded the vacationer/staycationer experience when she launched The Patio Group, which includes The Patio restaurants in Pacific Beach, downtown and Mission Hills along with Fireside, opening soon in Liberty Station. She even co-owns Swell Cafe in Mission Beach.

As if that weren’t enough, Champion-Cain is so committed to the neighborhood that she is launching a community benefits district with Swell co-owner John Valas called Beautiful Mission Beach.

Champion-Cain says that tourists and residents, unlike the inland areas of San Diego, frequent the beaches every day.

Champion-Cain says the city has “fallen down” on its commitment to provide resources for maintaining clean communities. Champion-Cain and Valas hope to present a grassroots plan to San Diego City Council in early 2016.

Luv Surf party

The Luv Surf brand is celebrating three years in Mission Beach at its flagship retail store 1 to 4 p.m. Sunday, Aug. 30 at Luv Surf Boutique, 3816 Mission Blvd.
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