While he has carved up the surf for the greater part of four decades, David Carvalho’s timely decision to ride the wave of technology has allowed his business to thrive.

The 49-year-old beachboy and budding entrepreneur runs Big Wave Dave Surf Co., a fitting moniker reflecting Carvalho’s nickname earned as a professional surfer both locally and in California.

Located behind the Hyatt Regency Waikiki Beach Resort and Spa, Big Wave Dave Surf Co. sits both literally and figuratively in the shadow of large, corporate hotels and businesses that continue to attract the majority of tourists’ interest and spending.

Carvalho has kept his business viable by embracing the vast array of tools available via the Internet, including utilizing multiple social media outlets to his advantage.

Carvalho estimates that "95 percent" of his business stems from positive customer reviews, referrals and special discounts and packages found on numerous websites, including Yelp, TripAdvisor and Groupon.

The surfer credits his fiancee, Krystal Rocha, for "giving me the nudge I needed" and aiding in the marketing and promotional side of the business, and is thankful to have met her on one of his regular trips to a California surfing competition.

"I knew that if I took care of these people the best I could that they would leave positive reviews on social media," Carvalho said. "I took modern technology and mixed it with my raw understanding of the beach and the water. We’re the stewards of the ocean and pass on what we know to customers."

Big Wave Dave Surf Co. is situated on a block mauka of iconic Waikiki Beach, and the quaint shop has grown to include walls full of surfboards, apparel and other ocean gear, including everything from snorkels to beach chairs available for sale and rent.

In addition to selling products, Big Wave Dave also offers various "experiences," including surf lessons and outrigger canoe rides — Carvalho earned the ranking of canoe captain, a distinction handed down by the elder beachboys and recognized by the state, after he completed a written test to certify proper ocean knowledge.

The full-service operation also features professional photography, which is converted into a keepsake slide show for customers to enjoy following their session. The amenities available, coupled with a commitment to stellar customer service, have allowed Carvalho’s business to accommodate an average of 40 lessons per day and up to 60 per day during the busy summer and vacation seasons.

Large corporations also rely on Big Wave Dave and his team of 20-plus employees and contractors to assist with lessons as part of various company retreats and functions.

"My vision was not just teaching people to surf and offering outrigger canoe rides, but I wanted to sell shirts and provide added value," Carvalho said. "It’s like when you go to Vegas: When you go to a show, and you walk out of the showroom, you don’t just head out the door. They guide you through the gift shop first. So I want guests to enjoy the experience, and while you’re with us, take everything with you."

Carvalho said his business began to take off after making the decision about four years ago to break away from the traditional beachboy stands located on the sand. He started renting boards and offering lessons in the back of an alley behind his current shop — the space was no larger than a surfboard or two laid lengthwise. Carvalho recalls initially standing on the sidewalk and handing out fliers, and after building a worldwide network of positive feedback and word-of-mouth advertising, Big Wave Dave Surf Co. moved into a permanent storefront and eventually increased its rental board cache from nine to 129 today.

"About 10 years ago, my mom told me to do this; had I listened to her, things could have been even more extreme than what you see today," Carvalho said. "When I decided to break off from the beachboys, it was a big deal for me. I was comfortable on the beach and I didn’t know if I would make it on my own. Our biggest inspiration comes from seeing the smiles on customers’ faces."

Carvalho explains that 95 percent to 98 percent of customers who turn to him for lessons are first-time surfers, some of whom can’t even swim. Big Wave Dave’s staffers are continuously trained with the ultimate goal of providing the best customer experience possible and exceeding all expectations.

"The moment customers come through our door, they join our family," Carvalho said.

A steady stream of emails makes its way to Carvalho’s computer from customers around the world, thanking him for the memorable experiences provided by Big Wave Dave Surf Co.

While his shop is bordered by a handful of competing businesses geared toward serving tourists, Carvalho is confident that his ability to pass on a love and appreciation for surfing to clients by way of the aloha spirit will keep his company viable for years to come. He also mentioned potential expansion plans that could lead to additional locations in Haleiwa and Lahaina as the business continues to grow.

"There could be five surf shops next to me, but we’re unique because we provide a service that nobody else can," Carvalho said.