This is my good friend Joe Dedic of Dana Point, featured in today's (8/1) OC Register on the cover of the business section. A man of many trades, from music promotion to art framing to the hotel industry, is seen here surfing in a tux. "The Surf Butler" is a branded surf instructor service for hotels to offer their guests. Making beginners feel at ease in the line-up, if they happen to drop-in on someone else's wave, they can simply point to Joe and say, "hey, the butler did it."