Jeffrey’s Bay enters the post-discovery phase and longtime surfers are processing grief

The Algorithm Found J-Bay

I went to Jeffrey’s Bay in 2017. There was a lineup, some aggression, a very good chicken prego roll at a place that may no longer exist, and waves that I still think about while sitting in traffic. I am not going to tell you where the chicken prego roll was. I am not sure it matters now. Jeffrey’s Bay surfing is on every list. The lists have consequences.

The Discovery Cycle

The pattern is familiar and tragic: a surf destination exists. A photographer visits. An influencer tags the location. A travel publication runs a “hidden gem” piece. The gem is no longer hidden. A boutique hotel opens. The lineup doubles. A second boutique hotel opens. Someone builds a cold brew coffee cart that is not acceptable in this context. South Africa surf culture around J-Bay is now in phase four of this cycle, which is called the Mourning Phase by no official body but by everyone who was there before.

The Surfer historical archive of J-Bay surf travel content is extraordinary and also, retrospectively, part of the problem. All surf media is part of the problem. Including this article. I am aware of this. I am continuing anyway.

What J-Bay Still Is

Despite everything: Supertubes still works. The right-hand point still does what it does. On a good morning, before the crowd peaks, the wave is still one of the best things a human can stand on. The chicken prego situation may be resolvable. Jeffrey’s Bay surfing remains, at its core, worth the complicated feelings.

You just have to be there when no one is writing about it. Like right now. Except for right now. My apologies.

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