REI — Attraction in Live Oak

Disappointing and Unwelcoming Experience at Capitola REI

I recently visited the Capitola REI and, unfortunately, had an experience that compelled me to speak up. Upon entering, I approached two employees near the door to ask about small utility cordage. One of them immediately dismissed my request, saying, “We don’t have fishing string or anything like that,” and physically gestured as if I should leave. It was a baffling response—especially since I never mentioned fishing.

I clarified that I just wanted to see whatever smaller utility cordage they did have. He responded, “Sure, I could show it to you—but it’s really not going to be what you want.” At no point did he ask what I needed it for—he simply made assumptions and tried to wave me off. For the record, I wasn’t fishing. I needed cordage for a craft project and was fully open-minded about alternatives. I had co-op points to use and was ready to make a purchase that day—I didn’t want to drive elsewhere.

I had to insist three times before he reluctantly agreed to show me the utility cordage section. In the end, I found something that worked, along with several other items I needed. I spent just over $102. Had that employee succeeded in bullying me out the door, REI would have made nothing from my visit.

The experience didn’t improve much from there. When I asked about climbing rope sold by the foot, the same employee vaguely replied that they didn’t have much and it “wouldn’t make sense” to show me. Again, no explanation, no curiosity, just more dismissal.

At checkout, I was asked if I found everything I needed. I politely said no and shared that I was disappointed REI no longer sells climbing cordage or webbing by the foot—products that are the primary reason I shop at REI. Sure, I pick up other things while I’m there—but I can easily get those same items on Amazon, without the attitude.

The cashier then offered a vague explanation involving “safety concerns” about staff using a hot knife to cut rope. Her tone felt defensive and condescending, and when I tried to continue the conversation respectfully, she shut it down with, “We don’t need to get into the weeds on this.” For the record, I wasn’t getting into weeds—I was expressing real, thoughtful feedback as a longtime REI customer who felt genuinely let down.

I hope REI will reflect on this experience. The level of customer service at this location is far below the standard I’ve come to expect.

I won’t be returning to the Capitola store. The energy here was off—and honestly, y’all were just weird.

Thank you...

REI Capitola: A Master-Class in Retail Alienation

Stepping into this store felt less like shopping and more like being drafted into a live experiment in status-based gatekeeping. Every encounter was laced with what psychologists call micro-aggressive dismissal—the drip-feed of subtle signals that tell you you don’t really belong and shouldn’t bother asking for help.

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What actually happened, translated into behavioral-science terms:

• Feign-and-Flee Service (approach–avoidance maneuver) Staff initially approached to look helpful, then bolted the second meaningful engagement was required. “I’ll be right back”—and they never returned.

• Contemptuous Politeness (benign neglect) All scripted smiles and hollow greetings that dissolve the moment you ask a genuine question. Courtesy without commitment.

• Status-Signaling Microaggressions (ambient devaluation) Tone, posture, and lack of eye contact quietly broadcast that customers like me are an inconvenience.

• Procedural Rigidity (cognitive inflexibility) Presented a clearly used item that belonged in Re/Supply; was told “nobody here can mark that down.” Only after pressing a manager did they shave off the tiniest discount imaginable. Policy over common sense every time.

• In-Group Favoritism (selective prosociality) Warm, enthusiastic help for certain shoppers; cold indifference for others. The differential treatment was impossible to miss and felt downright discriminatory.

• Collective Learned Helplessness (diffusion of responsibility) An entire team trained to shrug: “Not my department,” “I’m not authorized,” “Can’t do that.” Initiative appears to be a fireable offense.

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Why it matters

This cocktail of covert exclusion shreds any illusion of REI’s trademark community ethos. It erodes psychological safety, hints at bias, and torpedoes the brand’s hard-earned reputation for expertise.

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Bottom line

If you’re shopping for gear and a side order of existential humiliation, REI Capitola delivers in spades. Otherwise, do yourself a favor—take your money, your membership dividend, and your dignity to literally any...

I don't write reviews, but....there was some weird energy afoot today, and it should be noted.

I came to return two pairs of pants and was lectured (chastised?) by the cashier that they could not sell these as new because they saw "spills and animal hair" on them. First of all, the pants have never been worn; tags are on them, and my partner tried them on once and took them off immediately because he didn't care for them. Any stains on them would have come from the store, and the mark the cashier pointed to appeared to be a heat-press burn, the kind of faded straight line that comes from ironing or steaming. We do have animals at home, but they make these great things called lint rollers, right? Takes animal hairs right off. I'd hope they give all returned items a once-over with rollers and disinfectant wipes before putting them back on the floor.

I do believe the cashier refunded me the full amount, possibly because I stood there silently and just stared at them. It was an awkward situation, and I leaned into it.

I worked for REI (a different location) for 4 years and have over a decade of adventure sports retail experience and was never taught that shaming a customer for returning a new item - or a used item, or even a damaged item - was good customer service. I am confused why this came into their brain as the correct way to handle the situation. Super odd.

I was going to buy a new race kit and hydration pack for an ultra this weekend while I was there and decided that I was perfectly fine with the equipment I have and that REI is probably perfectly fine without my $300 I was going to spend...