Business Spotlight: Bay Cruisers

Bay Cruisers, located in the heart of Morro Bay, has grown from a single-boat rental service to a thriving hub for coastal activities and local community events. Owned and operated by Nick Trujillo, Bay Cruisers has navigated challenges and opportunities, emerging as a multi-faceted company that includes boat rentals, Central Coast Lifts, Rock Kayak, and the Boatyard Marketplace.

“Something about this harbor and Morro Bay and the people and the friends that I made here is just amazing,” says Trujillo.

Trujillo’s journey on the coast began when he came to live here family and attend Cuesta College. That was when he was first introduced to Morro Bay. Growing up, the ocean was Trujillo’s favorite vice — he was a lake kid. But Morro Bay was different. He felt at home there, and after continuing his education at UC Davis and then working at the State Capitol, he eventually came back to the bay to work at his friend’s boat company during the summers.

Then in 2015, Trujillo purchased the boat business. “I bought the boat business and kind of took a leap of faith not knowing where it was going to go, but I’m glad I did, looking back now.”

In 2020, Bay Cruisers closed for about one month during the COVID pandemic shutdowns. Trujillo says he worked alone during that time to keep the business running, and because of that, Bay Cruisers was one of the only recreational businesses running in the Bay, and in return, his business was booming. The success fueled their expansion into related offerings and solidified their place in Morro Bay’s coastal landscape.

In 2020, Trujillo added the Boatyard Marketplace, an on-site convenience stop for boaters and visitors, complete with a liquor license and a range of snacks and essentials. The following year, Central Coast Lifts was born, providing a diverse array of rentals from hydrofoils to electric boat rentals, private yacht charters, whale watching and fishing charters. Rock Kayak joined the family shortly thereafter, adding kayaking to the list of watersport options.

Bay Cruisers has not only focused on growing its business but also on giving back to the community. They have become a fixture in favorite Bay traditions like the Rotary Club Duck Race and the Witches and Warlocks Paddle. 

For others looking to become entrepreneurs themselves, or even chase a dream, Trujillo’s advice is not to give up when you hear the word no.

“I can’t tell you how many times I heard the word no,” he says. “If I would have listened to a lot of people, I wouldn’t have gone half the distance that I probably have. So many people are willing to shut down a dream.”

In about a year, Trujillo went from running all four businesses in different parts along Morro Bay to now being all under one roof on one dock. As Bay Cruisers looks to expand with more diverse boats and adventure experiences, its vision for the future remains rooted in family, community, and a love for the bay.