California's Largest Admission Free Amusement Park

Shopping at the Boardwalk

Souvenirs, Swimsuits, Surfboards and Sunscreen!

Online Retail Store

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

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The Walk merchandise

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

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 at the Boardwalk

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
Coca-Cola Cabana

Coca-Cola Cabana

Find the all your beach needs and apparel, including t-shirts, cold drinks, grab-and-go snacks, sunscreen, bubble wands, beach supplies and toys, jewelry, 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 - Seaside Apparel 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 accepted (Paid Points only). 

Entrance 5

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1. Advance Purchase Requirement

  • Group orders must be pre-purchased online prior to your visit.
  • On-site group ride wristband purchases will not be available or accommodated.

2. Add-ons

  • MyBoardwalk Cards for food and arcade games can be added at the time of your ride wristband purchase.
  • Please note that all food and game locations are cashless and require a MyBoardwalk Card or other electronic payment methods.
  • Wristbands may be added in a single add-on transaction on the day of your visit. Additional wristbands cannot be added later in the day.

3. Payment

  • Purchase Orders are not accepted.
  • For check payments, please email [email protected] to request an invoice. Be sure to allow up to 3 business days for invoice processing prior to your group visit.
  • Accepted payment methods include: Visa, Mastercard, Discover, Apple Pay, Samsung Pay, Google Pay, and MyBoardwalk Cards.
  • All purchases must be completed in a single payment transaction.

4. Group Check-In Procedure

  • Your group order will be prepared and available for pick-up on the day of your visit at the Season Pass & Groups Services Office, located at the Main Entrance of the park.
  • The designated group leader must present the order number (for online purchases) or reservation number (for manual invoices) upon arrival at check-in. The leader must also provide the name of the individual who placed the order.
  • Individual printed tickets are not required for each group member.
  • If ride wristbands are included in your order, the entire group must be present at check-in.
  • A staff member is required to wristband individuals who purchased a ride wristband.
  • The group leader is responsible for checking in the full group and confirming which individuals will receive ride wristbands. Wristbands will not be distributed unless the group leader is present.

5. Parking

  • Standard parking rates apply for all group visits.
  • Parking in all Boardwalk lots is available on a first-come, first-served basis. No in-and-out privileges are permitted.
  • Parking fees are charged at a daily flat rate. For current pricing, please visit
    https://beachboardwalk.com/directions.
  • Only school or group charter buses may park free of charge in the River Lot. Buses may unload guests in the street loading zone between Neptune’s Kingdom and the Main Entrance, then proceed to park in the River Lot located at 100 3rd St, Santa Cruz, CA 95060.
  • Bus parking is limited and not guaranteed. No in-and-out privileges are permitted.

6. Refunds and Exchanges

  • No refunds.
  • Exchanges from ride wristbands to MyBoardwalk Cards (equal to the paid value of the wristband) may be issued for individuals who did not attend.
  • Exchanges will only be honored if the minimum group size of 15 is met and the order is paid in full.
  • The Boardwalk is not responsible for lost wristbands.

7. Supervision of Minors

Chaperones and guardians are responsible for the behavior and supervision of minors in their group. Appropriate conduct is expected at all times. The park does not assume responsibility or liability for unattended minors.

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MyBoardwalk Photos

Capture memories from your visit with 5 photo locations! Choose from an All-Day or All-Season Digital Photo Pass for one low price, plus receive $2 off print packages including photo prints, keychains and magnets.

More Info
people playing laser tag
family playing Miniature Golf

Additional Discounts

  • 1x BOGO Laser Tag*– Redeemable at the attraction with your Season Pass card.
  • 1x BOGO Mini Golf*– Redeemable at the attraction with your Season Pass card.
  • 1x BOGO Fright Walk*– Redeemable at the attraction with your Season Pass card.
  • 1x BOGO Laser Maze*– Redeemable at the attraction with your Season Pass card.
  • 1x BOGO $10 MyBoardwalk Card*– Buy one $10 MyBoardwalk Card get one loaded with 10 Bonus Points. Redeemable at any Ticket Booth with your Season Pass card.
  • 1x BOGO Bowling Coupon – Redeemable at Boardwalk Bowl. Coupon will be given with each 2026 Season Pass. Not replaceable if lost or stolen.
  • 4x $5 Off Parking Coupons– Coupon sheet will be given with each 2026 Season Pass. Not replaceable if lost or stolen.

*Offers are entitlements loaded on the card. They cannot be applied without the Season Pass card. Offers must be redeemed at time of purchase.

 

Ride Wristbands on Hands

Bring-a-Friend-for-Free Days

Present your Season Pass at any ticket booth to pick up your wristband for the day, and your friend will receive one free All-Day Rides Wristband!

  • February 7 & 8, 2026*
  • February 28, 2026
  • March 1, 2026
  • June 2, 9, 16, 23, & 30, 2026
  • October 24 & 25, 2026
  • November 27, 2026*

One wristband per Season Pass. Friend must be present at the time of redemption for the wristband. No coupon is necessary.
*Please note this is a Limited Rides Day and not all rides will be operating.

Girls in Arcade

Casino Arcade Free Play

Show your Season Pass at the Casino Arcade entrance and enjoy exclusive free play from 9am-11am!

  • April 18, 2026
  • September 19, 2026

Limit one entry per Season Pass (Season Pass Members under 12 years old may be accompanied by an adult). Redemption/ticket games will be excluded. Valid only in the Casino Arcade. No coupon is necessary.

10% Off Food & Retail

Present your Season Pass card at time of purchase.

Includes Coasters at Boardwalk Bowl.

Discount cannot be applied after transaction.
Screen shots or photos of Season Pass will not be accepted.
Offer not valid for online purchases.

Deluxe Season Parking, Free Parking Details
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