The Oceanside Museum of Art (OMA) and the California Surf Museum (CSM) are partnering for the first time to host a dual-venue exhibition titled “Surf Art: Exploring California’s Coastal Culture.” OMA’s exhibit opens August 23 and CSM’s on September 13, featuring works including Kevin Short’s 2004 oil painting “Crosstown Traffic.” The collaboration aims to merge OMA’s art expertise with CSM’s deep surf history, with OMA investing about $25,000 and CSM about $10,000. The project has been in development for a year and includes a themed popup in OMA’s gift store.
The partnership matters because it seeks to diversify each museum’s audience—CSM draws mostly out-of-state and international visitors, while OMA attracts 60% San Diego locals—and to boost Oceanside’s tourism economy. A 2022 study found San Diego’s nonprofit arts sector generates $1.3 billion annually, and Oceanside’s Cultural District alone produced over $45.6 million in economic activity in FY 2022. The exhibition aligns with Visit Oceanside’s Sustainable Tourism Master Plan, aiming to continue elevating the city’s reputation from its past as a “cultural desert” into a cultural destination.