A huge billboard in the Bells Beach car park illustrates why the celebrated Rip Curl Pro is extra special to defending men's champion Ethan Ewing.
The sign has the honour roll of all the event's winners since it started in 1962.
In a quirk of how the names are listed, Ewing's name is next to that of his mum, Helen (nee Lambert), who won at Bells Beach in 1983.
Last year's victory by Ethan, now 25, meant the pair became the first mother and son to win the same World Surf League event.
Helen died of breast cancer in 2005, and on Monday - the day before Ewing starts his title defence at Bells Beach - the Australian star was asked how often he thinks of her.
"All during the year, every event, everything that I do - she got me into sport, taught me to surf along with my dad," Ewing said.
"Down here, especially, she's won it and we have some history here."
Australian surfing great and fellow Bells Beach champion Mick Fanning said that on the day he won his first world title in Brazil, a dolphin kept appearing in the lineup.
It reminded Fanning of his late brother Sean, to whom he dedicated that world title.
"It's a cool thing to think about, that they're watching over us and sending us good waves," Ewing said.
"Our sport, we're up against Mother Nature and not everyone gets the same opportunity.
"This wave especially, it's known for not many opportunities.
"I hope she's looking over me and giving me some good luck."
Ewing is second on the tour rankings after three events, behind American Griffin Colapinto, and is determined to keep building in a big year.
Along with the World Surf League, Ewing will also compete in the Olympics at Tahiti's famed and feared Teahupo'o break.
"I have a lot to give, which is a good feeling," Ewing said.
"It's such a big year, with the Olympics thrown right in the middle. A really tight schedule.
"So I'm trying to not get too burned out, and find the little moments to switch off.
"I want to win tour events and gold medals and world titles ... but try to enjoy it along the way."
Fellow Australian Tyler Wright is defending champion in the women's event, while compatriot Molly Picklum leads the tour rankings.
