We try harder was the mid 60’s slogan of the number two car rental company. I think the folks that rent the surf boards motto might be “We’re Here.” No ties, no coats, no nametags, and likely no shoes in this laid back space. Pretty clear what the product is in the relaxed, sun washed beach front rentals. However they are convienient for folks and they seemed to be busy most of the time. There were stands like this up and down the beach on Waikiki.