[rpcrowe]

Generally the West Coast faces West (I would bet that is why everyone calls it the "West Coast")

However some of our San Diego area beaches are not West facing but are South facing and some Southwest facing. That way, you get some nice side or 3/4 light at sunset.

We also normally have a fog bank (I have always wondered why people would want to deposit fog in a bank. Oh well!) out on the horizon. This prevents us, on most occasions from getting a really nice sunset. The sun is exciting as it dips lower on the horizon and then, puff, it disappears). However, the fog bank obscures the setting sun enough that you can shoot almost directly into it without much problem. Almost like having Mother Nature's GND filter.

Just use a fill flash to somewhat even out the exposure between your subject and the background.

Also, don't forget to use a lens hood. BTW: Despite the fact that a UV filter might cause flare, I always use one when shooting on the beach. Salt spray is a bearcat to clean off the front element of your lens. I will also most often protect my camera with an OPTECH Rain Coat.