Brand Tone

Authentic, Passionate, Community-Focused, and Friendly.

Brand Values

• •Community
• •Family
• •Passion & Expertise
• •Quality
• •Drive & Health

Best Practices

• •Always speak as a passionate expert: write copy from the perspective of someone who uses the products, explaining why a product is great, not just what it is.
• •Lead with community and family: frame messages around core values using phrases like "our family," "your local shop," and "community" to reinforce brand identity, celebrating local events and athletes.
• •Be approachable and human: keep the tone conversational, ask questions to encourage engagement, and be personal and helpful in responses, avoiding robotic language.
• •Show, don't just tell: use behind-the-scenes content and feature staff and family members to give the brand a face and build personal connections.
• •Maintain a consistent local identity: always ground the brand in its physical location, using local hashtags and referencing local conditions or spots to strengthen community perception.

Social Perception

Customers perceive Arena Surf & Sports as a trusted, friendly, and essential local retailer, viewed as a reliable source for quality brands and a genuine community hub for surf and skate enthusiasts, with "amazing" and "lovely" owners contributing to a positive experience.

Copy Examples

• •Just landed: The latest full-length suits from Rip Curl are here to keep you warm on those crisp mornings. Built for performance, designed to last. Our family wouldn't settle for less, and neither should you. Swing by the store—we’ll help you find the perfect fit. #ArenaSurf #CoreSurfShop #SupportLocal
• •From the street to the surf, get ready for the heat with our End of Season sale. Score up to 30% off on select skate decks, summer apparel, and more. We’re a local family passionate about getting you geared up for less. Shop in-store or online! #ArenaSports #FamilyOwned #SkateLife
• •We're more than a store. We're a community hub, run by a family that lives and breathes the board life. Expert advice and the best gear—that's our promise.
• •Ready to roll right out of the box. We’ve been skating for decades, and the Santa Cruz Classic Dot is a setup we trust. Durable, responsive, and perfect for hitting the park or cruising the streets. We hand-pick gear we believe in, and this board is no exception. Got questions on hardware? Give us a call. We’re here to help.
• •New shipment of @santacruzskateboards just hit the floor! 🔥 Come get yours before they’re gone. We’ll even grip it for you. #SkateShop #NewGearDay #MountGambier #FamilyBusiness