Voted the World’s Best Seaside Park

Shopping at the Boardwalk

Souvenirs, Swimsuits, Surfboards and Sunscreen!

The Walk merchandise

NEW! Online Retail Store

Shop online for your favorite Boardwalk-inspired apparel and souvenirs!

Shopping at the Boardwalk is almost as fun as the rides!

Hours may vary. Most retail locations open with ride hours.

Most retail locations accept cash and cashless payments, including Visa, Mastercard, Discover, Apple Pay, Samsung Pay, and Google Pay. Cash is also accepted at Ticket Booths, Season Pass Office and MyBoardwalk Kiosks.

MyBoardwalk Cards (Paid Points only) are accepted at The Walk, The Walk Threads and The Walk Seaside Apparel. 

MyBoardwalk Photo Logo

MyBoardwalk Photos

Capture memories from your visit with MyBoardwalk Photos! Photo locations include the Giant Dipper, Logger’s Revenge, Sea Serpent, and 2 “selfie” spots, located across from Speed Bumps, and on the colonnade. Digital Photo Passes can be purchased online. Photo Central is at The Walk, located on the Colonnade. More Info

5 Locations

The Walk Kiddie Korner

The Walk Kiddie Korner – NEW!

Located near the Bulgy ride, featuring original Boardwalk apparel for the little ones with fresh exciting new designs. Cash and cashless payments only, including MyBoardwalk Cards accepted (Paid Points only). 

By Bulgy the ride

The Walk

The Walk

Located on the Colonnade, featuring original Boardwalk apparel with fresh exciting new designs.  Product Gallery > Cash and cashless payments only, including MyBoardwalk Cards accepted (Paid Points only). 

On the Colonnade

front of Sun Shops

Sun Shops

Everything you need for a day at the beach. From the most current Santa Cruz inspired beachwear, T-shirts and sweatshirts to stickers and beach supplies. Phone: (831) 425-8509 x1 Cash and cashless payments only, including MyBoardwalk Cards accepted (Paid Points only). 

Near Main Entrance

front of O'Neills store

O’Neill Surf Shop

The world-famous surf shop is stocked with surfer favorites. From swimwear, clothing, and sandals, to eye-wear and other beach essentials. Plus a selection of the company’s signature wetsuits. Phone: (831) 459-9230Cash and cashless payments accepted.

On the Colonnade

The Walk Threads

The Walk Threads

Find the best Santa Cruz-inspired gifts and apparel, including Santa Cruz t-shirts, sweatshirts, mugs, stickers, socks and strollers for kids. Cash and cashless payments only, including MyBoardwalk Cards accepted (Paid Points only). 

Near Double Shot

Octopus' Garden

Octopus’ Garden

Santa Cruz inspired clothing, hats, stickers and gifts as well as a wide selection of sunglasses and sundries. Phone: (831) 425-8509 x1 Cash and cashless payments only, including MyBoardwalk Cards accepted (Paid Points only). 

Near the Haunted Castle

The Walk Threads at the Boardwalk

The Walk Seaside Apparel

Now open! Visit The Walk Seaside Apparel for the sweetest selection of Santa Cruz-themed Merge4 Socks, local swag, and strollers for kids. Cash and cashless payments only, including MyBoardwalk Cards accepted (Paid Points only). 

Across from Dream Wheel

Santa Cruz Magic Shop

Learn and take home the best magic tricks and illusions, perfect for beginners to professionals. You can find magic tricks, books, toys, pranks, gags, special effects technology, instructional videos and more! 

in Neptune’s Kingdom

Beach Shack at the Boardwalk

Beach Shack

A “one-stop-shop” for everyone in the family. The Beach Shack is full of beach necessities from kids’ apparel and toys to adult apparel and sunglasses. Cash and cashless payments only, including MyBoardwalk Cards acceptedshless payments accepted. MyBoardwalk Cards accepted (Paid Points only). 

Entrance 5

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