KATHY MILLAR
Living Assistant
Driving along Pacific Coast Highway in Malibu can be an exotic experience, with panoramic views of a glittering ocean, mansions nestled in the hills and small roadside shops such as Zuma Jay’s. At this surf shop, visitors not only have the opportunity to rent out beach sports equipment, they can also meet Zuma Jay himself.
Jefferson Wagner, the owner of the store, is known to most of his friends and patrons as Zuma Jay, a nickname that was given to him by his friends in the 70s when they surfed together at Zuma Beach.
Wagner, who has lived in Malibu most of his life, said he truly enjoys the surfing lifestyle and talking to the people who come to his store. Wagner, previously an international supermodel, has plenty of stories to share with customers.
When he attended college at the University of the Pacific on an athletic scholarship, he said he enjoyed the social scene the most. However, after he graduated from college in 1975, he wasn’t sure what he wanted to do with his life.
Wagner said he wasn’t planning on becoming a model, but was discovered while watching an Olympic water polo game at Pepperdine in 1984. He was approached by the renowned photographer Bruce Weber, and soon after landed his first modeling job with Christie Brinkley.
Wagner quickly became a highly sought-after international model. From 1984 to 1997, he traveled to every continent, and modeled for major print ad campaigns, including Ralph Lauren Polo, Banana Republic and Versace. He also modeled as a Marlboro man.
“At that time I got $3,000 a day, and I worked 90 to 100 days a year. That paid for my house in Malibu,” Wagner said.
Wagner said that although many aspects of the modeling industry were glamorous, he is glad he has done other things with his life besides just modeling.
“That didn’t have anything to do with my knowledge or the ability of my mind, it was just a face thing. I did manage to do something else besides just live off of that,” Wagner said.
To gain additional income besides his surf shop, Wagner now works with explosives on sets to create stunt scenes. He also custom-makes around 60 to 70 surfboards annually for the celebrities who win at the Teen Choice Awards.
“Each one is an individual piece. It’s not like you can cookie cutter boards. Each one has a different name and a different event that they won it for,” Wagner said.
Since Wagner has owned his surf shop in Malibu for the past three decades, he has witnessed many changes in town.
“Today, it’s such a scene, because the Hollywood influence in Malibu has prevailed over the surfing influence in Malibu,” Wagner said. “There are probably more movie stars and music folks than regular folks. It’s gotten that bad. Some of them walk here in the store and I don’t even know who they are.”
Wagner has had an influence on campus life over the years. He used to coach an award-winning surf team at Pepperdine in the 80s, and he started a fraternity at Pepperdine, called Phi Zeta Pi.
Wagner has hired Pepperdine students to work at his store for years. When Pepperdine freshman Nick Bardales visited Wagner’s to buy some surf wax, he was offered a job on the spot.
Wagner said he hires Pepperdine students due to what he calls “The Law of Proximity.” Pepperdine students are easy to hire because they live close by, and they are achievement oriented. He also said working at his store is road to reality for his student employees and helps them learn to deal with the public.
“These are the kids who are trying to do something with their lives,” Zuma Jay said, “It’s a good stepping stone for them.”
Bardales has enjoyed hearing the stories and the history of Malibu from Wagner while at work. Bardales also said Wagner has been actively involved in advocating for the re-opening of the Malibu Pier by Surfrider Beach.
“I’ve always liked the stories of the pier and how it used to thrive on little vendors and about how they closed it down. Now, [Wagner] is trying to re-open it,” Bardales said.
Yet Wagner describes his daily life at his surf shop with certain degree of melancholy. Although he enjoys hearing other people’s stories of their surfing travels, he would like to experience those adventures for himself.
“I am always wowed by the great surf stories I hear and how big it was and how great it was,” Wagner said. “And here I am stuck behind the counter and they’re telling me great stories of Costa Rica or Hawaii — which just kills me, but at least they’re having fun and they are coming and telling me about it.”
Wagner has continued to surf in the area. Wagner said that he surfs at Little Dume, Leo Carillo and Malibu.
“On really epic, classic days, I surf at Malibu,” Wagner said.
He added that September, October and November are the best months for surfing in Malibu. He said that when the storms from Mexico travel for thousands of miles to reach Southern California, the waves become rideable from one point to another.
“That’s why Malibu is called Surfrider Beach,” Wagner said. “When the Santa Anas are howling, and when there’s a swell from the South, that’s a picture perfect day in Malibu.”
04-06-2006
