A Filipino Family Business Story: How Our Small Beach Business Became a Legacy
By Joanna Vidal
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A photo of an aerial view of our village and nearby areas, showing the seaside and the river that connects to the sea. (Photo credit to the owner.) |
Welcome Back, My Dear Readers!
Today’s blog post is extra special—it’s deeply personal, nostalgic, and close to my heart. I’m sharing the story of our family business back home in Pangasinan, Philippines.
If you’ve been following my journey, you already know I’m a proud Filipina, born and raised in a small seaside village. My childhood was filled with simple joys and the kind of life where every family member played a role in helping make ends meet. We didn’t have much, but we had each other—and the ocean.
One of the most unforgettable parts of my childhood was helping with our small beachside business: renting nipa huts (locally called kubo) to day-trippers and vacationers. These weren’t fancy resorts—just humble bamboo cottages with thatched roofs facing the beautiful seashore of the West Philippine Sea. For many families in our village, this business was seasonal, relying mostly on weekends, holidays, or religious tourists visiting nearby Manaoag Church who made side trips to our beach.
A Glimpse Into the Land’s Past
Before all this, the beach looked completely different. Based on stories passed down from my ancestors to my grandmother, and then to my mom, the shoreline used to be deep water. Over the years, however, storms, typhoons, and shifting tides gradually reshaped the coastline into the sandy beach we know today.
During the American and Japanese colonial eras, our town, San Fabian, played a significant role in World War II. It became a strategic location, and our shoreline served as a docking point for large ships. Remnants of that past still remain—near our childhood beach house stands a long stone structure where ships once anchored. Even now, after strong typhoons, large rocks and stone formations sometimes resurface beneath the sand.
Back then, living near the shore wasn’t ideal. My grandmother recalled how it was too windy, and how seawater from typhoons would regularly flood and wash away homes—a problem we still experience almost every year. Only a few brave families dared to settle near the shore, and ours was one of them. Fishing was the main source of livelihood, and many women—like my grandmother and my mom—would sell the day’s catch at the market.
According to my research, our village had around 1,700 households in the 1990s. By 2020, that number had grown to over 3,500—and it’s still growing today.
My grandfather on my mother’s side once owned a large piece of land here. I never knew the exact size, but I remember how vast it felt. He and his family including planted many trees, especially coconuts—one of the reasons our family remains so deeply connected to this place.
At one point, my mom’s family was forced to leave their home and relocate hundreds of kilometers away. Later, as she and her siblings married and started families, they moved again—this time closer to their original land. Over the years, much of that land was claimed and occupied. Some parts remain empty, but most are now built on.
The Rise of the Local Beach Business
Over time, people began to see the beach’s potential. Locals started claiming land and building huts for visitors. What began as a few bamboo cottages grew into a small community of entrepreneurs. Families offered everything from kubo rentals to paid bathrooms, showers (banlaw, as we call them), and snacks. Soon, the beach turned into a vibrant mini-economy—ice cream vendors, sari-sari stores, boat rides, banana boats, souvenir shops, and snack sellers offering mangoes, oysters, nuts, and more.
At the heart of it all was our family’s kubo—the first small business my father started. I still remember standing near the shower area, collecting five pesos from guests rinsing off after a swim. Today, with rising costs, things have changed, but that memory remains vivid.
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| This was our first beach rental house, where we spent much of our childhood. It was renovated many times—the last one happened when my elder brother and I were already working abroad. Eventually, my parents sold it to invest in our new place. |
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| Aerial view of the beach today |
A Turning Point: A Long-Awaited Victory
When my mom and her siblings became entrepreneurs—and some of them began working and living abroad—they finally had the resources and courage to pursue a legal case to reclaim their parents’ land. With the support of my uncles, they gathered all the necessary documents and filed a land dispute. It was a long, costly, and risky process, but their determination never wavered. I even remember reading about their victory in a local newspaper, though the copy has long since been lost.
It’s a complex story, but I wanted to share this background to explain why we have such a large piece of land near the beach. To us, it’s not just property—it’s family history, resilience, and a living piece of our legacy.
In the early 2010s, something remarkable happened. After years of battling in court, my mother’s side of the family finally won the case and reclaimed the property that once belonged to my grandfather. The land was divided among the siblings, and my mom received her rightful share—opening up an incredible new opportunity for our family.
By 2022, we expanded from having just a single cottage to multiple native-style huts and air-conditioned rooms. Our property now stretches from the beachfront all the way to the riverside. Not long after my brother passed away, I suggested naming our area Orilla de Eugene in his memory. He was deeply loved and played a big role in helping my mom make decisions for the business. We’ve always felt he was our family’s lucky charm.
Today, the broader land shared among my mom’s siblings is known as Jovellanos Beach Resort, and our part of it proudly carries the name Orilla de Eugene—a tribute to love, family, and the journey that brought us here.
Dreams for the Future
Our current setup is still modest, and there’s much more to do. We’re working hard to develop my mom’s portion of the land into something truly special. Orilla de Eugene is more than just a piece of land—it’s a tribute to our loved ones and a celebration of everything we’ve worked for.
Tucked between the waves and the river, Orilla de Eugene offers a peaceful beachfront experience. Imagine spending the day in a cozy kubo, hearing the soothing ocean on one side and the gentle river on the other. We currently offer kubo rentals for day trips, with plans to add more comfortable and accessible accommodations.
We’re dreaming big: a clean, quiet, and affordable escape for families, solo travelers, and even foreign tourists. We hope to include more amenities like well-maintained comfort rooms, grilling areas, and picnic spots. One day, we’d love to host events, beach bonfires, or even art and wellness retreats.
While the entire Jovellanos Beach Resort grows with the help of my mom’s siblings, Orilla de Eugene is my personal passion project—one I hope will become a sanctuary for others, just as it has been for us.
Snapshots from Orilla de Eugene
Orilla de Eugene Kubo Rentals
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| Our first two-story building was finally built. I suggested the layout (drawn by my sister’s friend), but some changes were made during construction. The second floor became a one-bedroom apartment-style unit with a toilet, kitchen, living room, and balcony. |
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| The ground-floor rooms turned out okay, though they added walls around the balcony. I couldn’t supervise much since I was overseas—my father handled the construction. |
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| Towards the beach |
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| Going back to the parking near riverside |
Pathway from Orilla de Eugene leading to the beach and riverside, with small cottages along the way.
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| Inside our small aircondition rooms |
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| Shower rooms for day beachgoers—painted by me with the help of my two younger sisters. |
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| The riverside where we used to go fishing and crabbing. |
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| Orilla de Eugene front beach during my vacation—I added festive flags, painted stones, and arranged them for a welcoming look due to typoons and hightides sometimes wipe out and rearranged again by my mom. |
Even though I live and work abroad, I remain deeply connected to this dream. Every place I visit brings new ideas and inspiration for our little slice of paradise. With time, effort, and love, I believe this can grow into something truly beautiful—not just a business, but a legacy.
If you ever find yourself in Pangasinan, I warmly invite you to visit Orilla de Eugene. Come for the fresh air, the ocean breeze, and the feeling of being part of something meaningful. Whether you’re here for rest, reflection, or simple fun under the sun, there’s a hut waiting just for you.
Visit our Facebook page: Orilla de Eugene FB Account
Find us on Google Maps: Orilla de Eugene Google Map
Follow me on:
Insta: @unjoannable_m3
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