ALL ARE WELCOME HERE. Owners Ty Morse and Sarah Morse are committed to creating a space that is open to all, and El Camino Skate Shop's new location (with groovy storefront letters sourced from Minneapolis antique shop, Hunt & Gather)  providing more physical space to do so.

"I bought my first skate T-shirt on Water Street when I was in middle school," Ty Morse recalled. "It's kind of like honoring a tradition, being here." 

For anyone who knows Morse – a longtime local skater and tattoo artist, and as of just over one year ago, Eau Claire skate shop owner – it only makes sense, seeing him on wheels more often than not. He’s spent the better part of his life skateboarding; From finally nailing tricks as a new skater, outside of Menomonie’s United Methodist Church, to opening El Camino Skate Shop at the start of 2024.

Barely one year since El Camino Skate Shop opened its doors over on Brackett Avenue, the shop has evolved in more ways than one – the most obvious, perhaps, is its physical relocation to Water Street. Morse has sushi to thank for that one. 

KD Sushi, that is. The former Water Street sushi joint closed its doors a few months ago (no worries, KD Sushi lovers: its Oakwood Mall location is still open) and opened a window of opportunity for El Camino Skate Shop.

”

THERE'S A LOT OF GREAT TATTOO SHOPS IN TOWN. EL CAMINO IS THE ONLY SKATE SHOP.

I want to build the best skate shop with the most inviting atmosphere we can, because we need that.

TY MORSE

EL CAMINO SKATE SHOP OWNER

“Downtown was definitely the goal,” Morse said. “I didn’t think we’d be here this quick, at all. I thought, ‘maybe one day.’ Then, I saw this place up for rent.” Still, he had a moment of hesitation.

“But Sarah was like, ‘What are you talking about? We have to go for it,’ so, we did.”

Sometimes, you just need a little push. 

If you’ve kept an eye on El Camino Skate Shop’s social media over the past several months, it was clear the shop was not just on the move, but hitting the ground running – hammer first. As a former restaurant, the 301 Water Street building had a commercial kitchen built in; It’s safe to say, the space has been carved out to make way for the dual skateboarding-tattoo shop.

“There was a commercial kitchen in here, and I wouldn’t say I got in over my head, but I’m so DIY where all of a sudden we’re tearing stuff up and I’m like, ‘Oh, I can’t just hack through this wire,’” Ty Morse, pictured at left, said. Needless to say, many friends and folks with more remodeling space helped bust down some walls and get the space to where it is today.

While the shop has yet to host an official grand opening – stay tuned for that by keeping up with El Camino Skate Shop online – in the couple of months since opening up, business changed for the better almost immediately.

“Being downtown, the walking traffic has drastically changed for us,” Morse said. “Kids ride their bikes down here all the time and people just stop by, and that just didn’t happen at the other location.”

Another point of growth for the small business is its expansion of services. Morse, formerly an artist at Gold Snake Tattoo, announced his plans to tattoo out of the new El Camino Skate Shop location, in the new year. In an effort to maximize his time and efforts with the skate shop, it was the right move, he said.

“I love my job, but I can’t have burn-out from this stuff; I don’t want to be burned out from this,” Morse said of his intertwined passions.

I went over to pay my rent for a building that I sell skateboards out of, only to be ridiculed for riding my skateboard there. That reason, as ironic as it sounds, is why I want this place to be for everyone.

TY MORSE

EL CAMINO SKATE SHOP OWNER

In housing both the skate shop and his own tattoo space in one place, Morse acknowledged his continued dedication to the former: “There’s a lot of great tattoo shops in town. El Camino is the only skate shop,” he said. “I want to build the best skate shop with the most inviting atmosphere we can, because we need that.”

At its core, El Camino Skate Shop’s mission is the same as it was upon opening at its first location last year: stock up supplies for the local skate community, and build that community further. Now, the shop is at an even more accessible location, has more room for boards and skater necessities, and a bigger hangout area with a sweet video game setup.

While the skateboarding culture has shifted and its community continued to grow in the Chippewa Valley over the past couple of decades – especially so in recent years – there is still a certain kind of public perception and label put on skaters. As a lifelong skater-turned-skate-shop-owner, Morse still encounters the latter.

“It’s funny; The first month of rent I paid here, I was all excited,” Morse recalled. “I skated down to pay my bill, and (the person at) the front desk made sure to tell me there was an ordinance against skateboarding.

“I mean, I went over to pay my rent for a building that I sell skateboards out of, only to be ridiculed for riding my skateboard there. That reason, as ironic as it sounds, is why I want this place to be for everyone.”

Whether you’ve never stepped foot on a skateboard or are ready to dust off your board, all signs point to El Camino Skate Shop. Come with questions or just for the vibes, the door is always open (figuratively, that is; the shop is open six days a week for sanity purposes).

“You gotta find your role and try to fill that,” Morse said. “I feel like I have three things to do as a skate shop owner: a third of it is, having what people want; another third is, curation of what I think is cool; and the rest is just listening. I need to keep my ears and eyes open, and advocate.”

Swing by El Camino Skate Shop (310 Water St., Eau Claire) Wednesday-Saturday from 11am-7pm and Sunday from 11am-5pm. Keep up with Eau Claire’s only skate shop on Instagram (@elcaminoskateshop)