Throughout April, Duck Dive is celebrating its 12th anniversary in Pacific Beach.

Situated at 4650 Mission Blvd., Duck Dive has become a cornerstone of the beach community’s bar-restaurant scene. Known for its walls-to-ceiling three-dimensional surfboard-inspired décor, and its local beach-themed murals, Duck Dive opened on March 30, 2012 as a haven for those seeking elevated bar fare and handcrafted cocktails.

The lively beach bar is also renowned for its ever-exciting lineup of weekday specials, crab boils, drag brunches, themed trivia nights, monthly specialty cocktail creations, and elaborate holiday takeovers.

Owned by Tom and Rebekah Winn, Duck Dive is supported by a family of bar crew, servers, hosts, and chefs.

To commemorate its dozen years of serving PB, the San Diego Community Newspaper Group held a Q&A with establishment co-owner Tom Winn to find out what makes – and keeps – Duck Dive a special place.

SDCNG: Refresh our memories on how Duck Dive got started. Isn’t your name a reference to surfing and surf culture?

WINN: We came up with a name to go with the community we serve. Surfing is a lifestyle for a lot of our locals who live by the beach. So we were thinking of names that had some tie to the San Diego community. We wanted to create a spot where locals, as well as visitors from out of town, feel comfortable in an easy, laid-back environment with an elevated cocktail/beverage and dining experience.

SDCNG: What sets Duck Dive apart from the other coastal bars/eateries in PB?

WINN: I would say our management team and staff set us apart. Consistency would be number one. We’ve worked hard over the years to form a family atmosphere in Duck with our staff and regulars. We have an extensive cocktail/beverage program that my wife Rebekah has proudly put together with our pretty amazing management team. Management has worked hard on making sure these cocktails come out with proper ingredients, garnishes, and in the correct glassware, so the guests know what they are getting will taste the same as the last time they were in. Same for the food side. Our chef Miguel has worked hard to make sure that when customers choose Duck Dive to dine at, their order comes plated correctly and tastes the same each time they stop in.

SDCNG: Tell us about the restaurant/bar market in PB. Is the seasonal nature of the business a challenge?

WINN: The PB market has shifted in the 20-plus years I’ve lived at the beach and worked in this industry. Every few years things change and evolve, but you see a difference when you look back 10 or 20 years. We have always been a huge destination spot for spring-breakers and the summer crowd, as San Diego, is a beautiful community with gorgeous beaches up and down the coast. The fairly consistent weather is an obvious draw. After 20-plus years in the industry, we are pretty aware of the seasonal changes. So it’s not much of an issue for us.

SDCNG: What have you learned after 12 years in business?

WINN: After 20 years in the business I’ve learned way too much to put into words. The restaurant industry is one of the hardest for a reason. It’s not an easy industry to be in, especially in management or ownership. There is a lot to deal with from the front-of-house staff and customers to the back-of-house kitchen staff. You formulate relationships with purveyors/reps and people in the industry that take years and years to turn into blossoming partnerships. The only way we (collectively) thrive is by forming those deep ties. Not all last, and you have to make moves that make sense for the business that aren’t always popular. But if you are consistent and treat people well, you typically see those relationships return one way or another.

SDCNG: How have you changed the menu at Duck Dive over the years? Do you change it seasonally?

WINN: We typically do a few menu changes throughout the year. They typically coincide with heading into the summer or the winter, but there are no set dates. We look at product mixes to see what is selling and what are dead horses, and we chop the items that aren’t selling to try something new.

SDCNG: Tell us about any plans you have for enhancing/expanding your business model.

WINN: We are always open to the idea of expanding. It’s such a huge investment, not only monetarily but mentally as well, so the right timing, location, and terms are always a must, as to whether we should pull the trigger on another venue.

DUCK DIVE

Where: 4650 Mission Blvd.

Info: theduckdive.com.