To get away from the crowds, we wandered away from the main part of the beach, and the crowd thinned out, but the beach was just as beautiful. What we didn’t realize however was that the farther we got, the rougher the surf was. We both lost our sunglasses to a large wave, and were knocked to the ground. Fortunately we both had spare sunglasses back at the hotel. So our advice would be to be careful about the waves, and if looking for a quieter stretch of beach, try heading left instead of right when facing the ocean coming from the car park, as it seemed calmer in that direction.
We didn’t try any of the concession stands, but they looked like a reasonable price. There is also chairs and umbrellas for rent.