The sign was probably put there by the lifeguard in an attempt to get people to use common sense.
-an exercise in futility
However, many people did pause and load at the curb, myself included.
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When I returned from fishing that day the sign was already there. I just dragged my kayak in the sand (no wheels) and carried it over to the truck.
Its easier than you might think.
It took a couple of extra trips to grab the rods, and bait tank, but its better than being the guy who gets stuck next to the goofy sign.
