Most people do not spend the entire day on the beach. Instead they come down for a bit in the late morning before escaping the searing summer sun for lunch in their villas or at either the chiringuito Matas Verde or Solera. Some folks do indeed spend the day on the beach ( my wife and I fall into this category ). In any case, the late afternoon is the magic hour when folks return to the beach to relax with less heat, or in the Fall, to take in the rich colors at the end of the day. Matas Verde also has a happy hour which encourages folks to head to the beach for a sangria or a cerveza. If you are a beach person, you will love it here as the views of Gibraltar and Africa are inspiring, especially in the Fall or Winter.