- Age: 18-34
- Gender: Both male and female
- Income: Middle to high
- Education: College-educated or higher
- Location: Coastal areas, especially in California
- Lifestyle: Active, beach-going, music-loving, and nostalgic
Secondary target audience:
- Age: 35-54
- Gender: Both male and female
- Income: Middle to high
- Education: College-educated or higher
- Location: Suburban areas, especially in California
- Lifestyle: Nostalgic for the Beach Boys' music and the "California Dream"