CINNAMON RAINBOWS
An Unlikely Beacon of Surf Culture
Nestled in the heart of New Hampshire, a state synonymous with mountains and icy winters, lies a surf shop named Cinnamon Rainbows. Many couldn't pinpoint New Hampshire on a map, let alone know of its thirteen-mile Atlantic coastline. Yet, amidst this unlikely setting, Cinnamon Rainbows stands as a beacon of surf culture holding recognition from the biggest figures in the sport, including world champions and industry giants. How could this be possible?
BRIEF HISTORY
In the 1960s, long before mainstream surf culture made its way to New England, a small group of individuals were pioneering the sport in the cold waters of New Hampshire. The surf scene remained niche for some time, especially since obtaining surf gear required a three-hour journey to Watershed Surf Shop in Rhode Island. However, twenty years later everything changed thanks to a guy named Todd Walker. In 1980, Todd opened a surf shop in Orleans, Massachusetts, and decided to call it Cinnamon Rainbows. Three years later in 1983, he expanded with a satellite shop in Hampton, New Hampshire.
Humble Beginnings
MEET THE TEAM
Introducing Dave Cropper and Heather Day. Dave has been the proud owner of Cinnamon Rainbows since 1989 and stands as one of the most revered figures within the surfing community nationwide. More on that later. Heather, as the co-owner of the shop, has been instrumental in the development of Cinnamon Rainbow's. She not only established a thriving retail division, which serves as the backbone of Cinnamon Rainbows, but also dedicated herself to carving out a space for the women's surf community.
Next in line are Phil Carey and Caroline Taber, the co-managers of the shop. Phil, a figure of equal stature within the surf community, began his journey with Cinnamon Rainbows when Dave sold him his first surfboard in the early '90s for a mere $100. Shortly after, he joined the CR’s team, and by 1998, he was leading some of the best kayak tours the Atlantic Ocean has ever seen. It's difficult to find someone with more industry knowledge than Phil - if you're looking to talk surfboards, he's your guy.
As for Caroline, her impact on the business is immeasurable. Phil stressed in an interview that there would be no Cinnamon Rainbows without her. Joining the team in the early 2000s, Caroline has played a vital role in cultivating the shop’s retail division. She is also the one who extends a warm welcome the moment you step through the front door - a signature hallmark of Cinnamon Rainbows.
Dave Cropper, Heather Day,
Phil Carey, and Caroline Taber.
By the early 2000s, Cinnamon Rainbows started to gain momentum. What began as a small local surf shop turned into one of the leading retailers of Channel Islands surfboards nationwide. The crew found themselves receiving invitations to surf in some of the most remote corners of the world, alongside some of the biggest names in the sport. They became great partners and friends with the largest brands in the industry, including Quiksilver, Billabong, Xcel Wetsuits, and Channel Islands Surfboards. In 2004 Cinnamon Rainbows was the centerpiece for a Surfer Mag article titled “Houses of the Holy”, showcasing some of the best shops in America. In 2014, SIMA (Surf Industry Manufacturers Association) ranked Cinnamon Rainbows a top 5 surf shop in the country. In 2015, Kelly Slater - the greatest surfer of all time - made an artificial wave pool unlike anything the world had ever seen. You better believe Dave and Phil were invited to try it. Cinnamon Rainbows was officially on the map.
So how did they do it? If you ask the CR team, the answer is very simple. They did business with people they liked and thought were genuine. It was never about the money - ever. They created meaningful relationships and represented something bigger than themselves. Dave explains:
"I never felt like I owned the shop, I just ran it for the community" - Dave Cropper
Stepping through the front doors of Cinnamon Rainbows, one can immediately sense the profound truth in these words. But don't just take our word for it; Cinnamon Rainbows' actions speak volumes. Over the past 15 years, the shop has actively collaborated with various foundations to uplift the community. Among these are Surfing With Smiles, dedicated to providing children with disabilities the joy of surfing, and the Wounded Warrior Project, committed to supporting and empowering United States veterans.
THE SECRET SAUCE
This sense of community was the driving force for success and remains stronger than ever to this day. Need proof? On Friday, August 19th, 2022 a tragic fire swept through the grounds of Cinnamon Rainbows. The shop had been damaged beyond repair, a worst-case scenario by all measures. In response, Ralph Fatello - a local surf legend worthy of his own article (check out his vlog https://ralphspic.com/index.html) - created a GoFundMe page to help support the Cinnamon Rainbows team. Within a month, the community had raised over $50,000 in response to the fire.
In the face of adversity, the overwhelming support from the community not only underscores the profound impact Cinnamon Rainbows has had over the years, but also solidifies its enduring place as a cherished cornerstone of the local community. The GoFundMe wasn't about rebuilding the shop; it was about supporting the very people who made it.
This is where Dave Cropper (the current owner of Cinnamon Rainbows since 1989) enters the scene. Growing up in Hampton, Dave was one of the dedicated few riding waves during this time. While in High School, he joined the Cinnamon Rainbows team in 1985. Just a year later, Dave’s passion for surfing earned him a promotion to Shop Manager.
After High School Dave went to further his education at the University of New Hampshire while still managing the shop. This same year, Todd decided to close Cinnamon Rainbows for the winter season. This provided Dave, who was not destined for a classroom, an opportunity. He cut class, packed up his things, and headed west to experience the world-class surf in California with his buddies. While there, he landed a job at Jack's Surfboards in Huntington Beach - one of the most well-respected and largest surf shops worldwide. Dave was captivated, his thoughts swirling with possibilities of how such a venture could flourish on the east coast.
Then in 1989, still in California, Dave received a call that changed the course of his life. Todd was planning to sell Cinnamon Rainbows and wanted Dave to buy it. The conversation went something like this:
Todd: “I’m selling the shop, you want to buy it?”
Dave: “Done deal!”
Enthusiastic about this new development, Dave immediately told his good friend Drew, who replied “Dave, how are you going to buy the shop when you still owe me a hundred bucks!”.
The next day Dave hopped in his car and drove across the country to make his dream a reality.
How did Dave find the money to buy the shop? Let’s just say his Grandmother did everything in her power to make it happen. Why? Dave was her grandson, and there was nothing she wanted more than to see him pursue his dreams. Simple as that. Filled with immense gratitude, Dave was determined not to let his family down. He dedicated his days to the surf shop, and juggled two additional jobs at night - delivering pizza and working in commercial cleaning. His hard work paid off, as he was able to pay off the loan in just four years after taking over the shop.
THE FUTURE
All the funds raised through GoFundMe were dedicated to securing a new operational space, but where? Enter Steve O’Hara, another esteemed figure worthy of his own article. Steve owned a surf/skate shop named Pioneers just down the road, and as fate would have it, he was looking to retire. Upon learning of the unfortunate incident, Steve promptly reached out to Dave and generously offered up his shop. On December 10th, just five months after the fire, Cinnamon Rainbows was up and running once again thanks to the remarkable support from the community.
Against all odds, Cinnamon Rainbows has defied expectations, emerging as a symbol of surf culture in the unlikeliest of places. From its humble beginnings to its enduring legacy, this surf shop embodies the spirit of community, passion, and perseverance.
Cinnamon Rainbows is currently located at 62 Lafayette Rd, North Hampton, NH. However, Dave has high hopes of moving back to the original Hampton spot in 2025. Until then, feel free to stop by the shop and say hello - they are always happy to meet some new faces.
EPILOGUE
Hydromag would like to extend our deepest gratitude to the Cinnamon Rainbows team for working with us on this project. In the brief time we got to spend with these individuals, it became abundantly clear how they created something so special. They are some of the most unselfish, charismatic, and passionate people you will ever find, and the seacoast community is beyond lucky to have them around. To Dave, Heather, Phil, and Caroline - you will forever hold our unwavering support. Thank you.
