O'Neill Flagship Store Opens in Downtown SM: See Pics

On Friday, the buzz surrounding continued with the opening of on Second and Broadway.

The grand opening happened all weekend long, with a Friday morning ribbon-cutting kicking off the festivities. Mayor was on hand for the ceremony, as were members of the , and surfers Roy Powers and Sage Erickson.

O'Neill featured discounts all weekend—and the store will do so again this coming weekend, when it by 40.5 percent for "."

Also, on Wednesday, O'Neill will stage an "opening party" during which a DJ will spin records, will cater food and beer will be served.

Look above for photos from the Friday ribbon-cutting.