Cruz Quiz: Is it Cowell, Cowell's or Cowells Beach?

My head spins every time I have to write the name of the city's main beach. Every search I turn to has a different version.

Yelp calls it Main Beach/Cowell Beach.

Cowell's Surf Shop calls it Cowell's...but is that Cowell, with an apostrophe to denote the surf shop?

Surfline surf report website covers two bases, calling it Cowells and Cowell's.

Here's a surf site that manages to call it three things. On the Youtube here it is Cowell; on the headline, Cowell's; and on the URL, Cowells.

The Santa Cruz County visitors site calls it Main Beach/Cowell.

Surfin' Santa Cruz calls it Cowells.

The San Jose Mercury News, in an article calling it the worst beach in the state, says Cowell Beach.

But the Santa Cruz Sentinel, owned by the same union-busting Denver-based monopolistic media conglomerate, calls it Cowell's.

I know if you are out there surfing, you aren't thiking about commas or apostrophes....but here staying out of the rain, it's killing me.

What do you call it? What should it be called? And why?

Give your answer to this rainy day quiz in the comments below.