The waves at La Jolla Shores are a beginning surfer’s dream. They break far from shore, and the beach’s gradual slope means that when they do, new surfers have plenty of time to ride the gentle shallow whitewater all the way to shore.

La Jolla Shores is a surf instructor’s dream, too. The scenic strip of San Diego’s coast and its oceanfront hotels and boutique shops draw tourists year-round, providing a renewing pool of potential clients.

Those factors make the four surf instruction permits that the city’s Real Estate Assets Department issues there the most lucrative of the 13 citywide. Since 2005, when the city first required permits for commercial surf instruction on San Diego’s beaches, two companies have shared the sands at La Jolla Shores.

But how the city has distributed those permits in the last four years is threatening to put one of those companies, Menehune Surf, out of business, said Darren Fulhorst, the company’s owner. When his competitor, Surf Diva, was granted only two of the three permits it bid on in 2005, the city circumvented the formal bidding process to create a fifth permit at La Jolla Shores, which it granted to Surf Diva, and in the years since has been unwilling to account for how or why it did so.

That decision, Fulhorst said, set the precedent for the city’s move to revoke one of his two permits and grant it to Surf Diva when the fifth permit was eliminated during the 2008 bidding process. Last year, Fulhorst’s company was awarded only one permit to operate on La Jolla Shores, cutting his operating capacity by half. Surf Diva was awarded the other three.

read more at voiceofsandiego.org