In business since 1964, Fluid Ski Surf Shop is composed of two stand-alone buildings, the street-side building is dedicated to ski and surf supplies, equipment, apparel and accessories, while the back building is for repairs and demos. The store has a beachy vibe, with alternative music and TV monitors showing videos of snowboarding stunts. The owner, Jeff Wilson, identifies himself as the store's "chief enthusiast," and is always happy to dole out some of his surfing and skiing know-how.