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Something is waiting for us out in the fabled fog, rising cliffs, and crashing surf of Big Sur. It is a region soaked in the stories of writers, musicians, and artists who all experienced a profound magnetism to its coastal landscape and wonder. Famed American author Henry Miller even went as far as to say, “It was here in Big Sur that I first learned to say Amen.” 

Big Sur first began pulling us (beginning with Ethan) to its Pacific shores over 10 years ago…with a song. For nearly 7 years, Ethan played under the pseudonym American Fiction as a singer-songwriter. Largely influenced by a fascination with the West Coast and the works of Jack Kerouac (and, really, the entire Beat Generation), Ethan penned a song appropriately titled, “Goin’ to Big Sur”. First written in 2008, “Goin’ to Big Sur” seemed to carry a different energy and significance than other compositions in American Fiction’s catalog. The simple story about a young couple’s cross country road trip and the value of “distance induced perspective” spoke deeply to many listeners and culminated with a performance of the song on Prairie Home Companion in 2009. Since then, Ethan’s pseudonym has been retired and public performances have been few and far between, but “Goin’ to Big Sur” continues to graft countless experiences of countless people into its musical and lyrical fabric. 

We are now embarking on what is perhaps the greatest addition to its collective story since the lyrics were first captured in a trusty Mead spiral notebook. We felt it important to invite you into this trip’s context as this is where our story—as Rachel and Ethan—gets officially grafted and added to everything this song has been, everything it is, and everything it will continue to be.

In addition to living out this song in the year of its 10th Anniversary, we’ll be using our time in Big Sur/Monterey to gather both content and inspiration for some exciting Half Acre projects and taking much needed time to dream for the future of our business—all while being more intentional about sharing who we actually are with our audience via this site and social.

No matter what happens out on that golden coast we believe in the words found in the final pages of Jack Kerouac’s Big Sur, “Something good will come out of all things yet—And it will be golden and eternal just like that—There’s no need to say another word.

In honor of our trip and the 10th Anniversary of “Goin’ to Big Sur”, we have created a commemorative EP, titled Distance Between, that features: (1) A newly remastered version of the original 2008 recording (2) A brand new acoustic performance of the song recorded in September 2018 and (3) Audio Commentary reflecting on the significance and creative process of crafting “Goin’ to Big Sur”. We hope you enjoy it!


Commentary Note: On the Road actually led Ethan to read Dharma Bums not Big Sur. Also, our apologies about the chainsaw background noise for a portion of the commentary.

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Daily Instax

People are taking more photographs than ever, but most of those moments never make it off their phone.
Daily Instax is a fun way for us to share moments from our adventure while staying accountable to
actually printing out our photographs—even if it’s just one a day.

First Instax coming October 17th!

Give us a follow on Instagram for even more photos from the coast.

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Micro Journal

Just a paragraph or two reflecting on the best things we’ve seen, thought, or eaten from the day.
Who knows. Maybe we’ll even channel ol’ Kerouac and let our stream of consciousness flow.
But don’t worry, we’ll keep it short. Scout’s honor!

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Title / Location / Time

Entry Coming October 17th

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A damn good soundtrack is essential to any adventure. Starting October 17th, we’ll be adding
songs daily that have been inspired by the scenery and experiences of our trip. Tune in!


Like what you’re hearing? Follow the “Songs from Sur” playlist on Spotify HERE.