Riding the Wave: Surf Parks Reach a Critical Growth Stage

Surf parks pose an interesting conundrum: If you already surf and have easy access to the ocean, why would you need a surf park? But, then again, if you’re looking at inland areas remote from the ocean both physically and culturally, how many people will care enough about surfing to keep such a venue open?

Surf park advocates have an answer for both questions. The response to one has largely explained the success of these properties so far. The answer to the other has the potential to skyrocket the market in its next wave of development.

Another question facing developers: How to maximize profit on such an expensive venture? Experts will tell you that with improving technology and evolving business models, designers and developers are hitting their stride here as well.

It appears that, about 15 years after these attractions began to enter the general consciousness, their growth curve is showing an increasingly steep rise. If you combine surf parks that feature standing-wave pools with those that include surf lagoons (more on that later), currently 53 exist across the globe, according to the consultant firm Hotel & Leisure Advisors. That figure looks primed to increase by more than 100%, with 83 such properties in various stages of development currently. This year promises to be a record-breaking year for surf lagoons, in particular, with seven new properties slated to open globally, according to H&LA.

Here, we look at surf parks and how the industry answers these vital questions as their product increasingly grabs headlines.

The basics
Surf parks are distinct from wave pools. The latter may feature waves, but they generally aren’t meant for surfing. The former, obviously, are built specifically for surfing, on one of two broad categories of wave.

Standing-wave pools, also called stationary-wave pools, are those where you essentially surf in place. On the other hand, surf lagoons are those monstrous basins where waves are made to replicate those in the ocean, so that surfers can ride them out. The lagoons often are divided into zones, to help manage people of different skill levels: There’s the more advanced peak wave, then the shore zone, where recycled energy from the peak wave creates a milder white water area suitable for those learning the sport.

Where some refer to them as “surf pools,” the industry prefers “surf lagoon” or “surf basin” to prevent confusion with swimming pools, which must adhere to different standards.


Technology for surf lagoons has rapidly improved, as companies find ways to more closely replicate natural ocean waves, generate a wide variety of waves, supply them quickly enough to accommodate more people, and create a footprint that is friendly to adjacent money-making amenities. The technology can be controlled to generate waves mild enough for children first learning to surf, or advanced enough to facilitate training and host competitions for professionals. Smaller surf lagoons run in the 3-to-5-acre territory, while the larger ones weigh in at about 20 acres.

Typically, visitors book sessions in advance, choosing the type of waves that they want.

The business of making waves

Because of the technology involved in moving ocean-sized waves through a lagoon that spans literal acres, surf parks make up an especially large investment. For this reason, profitability and return on investment can prove challenging. So business models continue to evolve.

As with any aquatics facility, surf park operators seek to attract as diverse a crowd as possible, and keep them on the site for longer than the sessions or lessons that they book in advance. Stand-alone surf parks do exist and have provided success stories. But to bring in multiple revenue streams, many installations are being built alongside or as part of larger destinations — it could be a waterpark, resort, or amusement park, for instance.

Increasingly, surf parks are being installed as anchor amenities for very upscale master planned communities. Those who’ve worked on surf parks liken these developments to 1980s golf course communities. Revenue generated through the home purchases and HOA fees, as well as membership fees for the surf parks, are meant to boost ROI.

For instance, the Austin Surf Club project, currently under development, will include a 2,200-foot-long surf basin as part of the residential community, along with restaurants and a spa, that innovative community that “celebrates the essence of adventure and connection.”

“There are a lot of people who love to surf and are willing to spend money on that kind of setting,” says Brad Clawson, an associate engineer with Cloward H2O, a Lindon, Utah-based aquatic engineering firm whose work includes designing and engineering circulation systems for these installations. “Instead of traveling to Tahiti, they can own a house in Texas.”

The sites can have broader appeal as well, says Kevin Post, chairman/CEO of St. Louis-based aquatics firm Counsilman-Hunsaker. For instance, some may just like the proximity to waves and water.

“I don’t think you have to be a surfer to want to live there,” he says. “If you’re a young professional living in that area, it would be a cool place to be.”

To keep people as long as possible and occupy family members who aren’t surfing, these properties also often include restaurants, shops (such as those selling surf gear), and event venues. One even has a coworking space adjacent, so surfers can easily fit their favorite activity into their weekday, says Damon Tudor, director of Thinking Adrenaline, a firm, based in the U.K. and Dubai, that consults on surf park projects.

Casting a wide net
But back to that original question about whether surf parks make more sense near beaches or inland: Does the culture define the audience, or is it the other way around?

Those who work in the field believe it works both ways. Right now, the properties are more prevalent in areas already steeped in surf culture. Some of these markets even feature beaches with the kinds of waves that people travel from around the globe to surf, including some found in Australia, Hawaii, and Southern California.

To surf park enthusiasts, it makes perfect sense that these properties would prosper in such markets. Sure, surfers have access to natural waves. But, Mother Nature doesn’t provide the best solution in every condition or situation.

For instance, in Australia, approximately one in 10 individuals surf or have surfed, Tudor says. Even among those who don’t surf, there exists a strong water-based culture. But not everybody is drawn to the ocean.

“Even though you have a high penetration of surfing in Australia, there are a lot of people who don’t participate,” Tudor says. “Learning to surf is tricky, the ocean can be intimidating.”

The water — and prospect of sharks — can be scary to some. Not everyone is comfortable learning to surf when surrounded by an entire community that already knows what it’s doing. For instance, people new to the activity may not yet know the surf culture and etiquette. The more controlled environment of surf parks answers these concerns, their developers say.

“Surf parks have democratized surfing,” Tudor says.

On the other hand, seasoned surfers may not want to fuss with crowds at the beach at peak times. And the waves aren’t going to be great every day there.

Better to work in an environment where one can choose the size and characteristics of the wave in a safe, lifeguarded setting and know the waves will be consistent, some argue.

“I will always surf in the ocean, but I think a surf lagoon is … another element that complements [ocean surfing] really well,” says Tanner Wilson, surf marketing manager for Vancouver, B.C.-based Endless Surf, and an experienced surfer.

As for areas without access to the ocean or an established surf culture: Who better to bring the opportunity to? While it’s true that the venues tend to be more popular among surf cities, people like Tudor expect the business to expand into more inland areas to attract people who don’t have access to natural waves. The idea is to plant the culture and grow communities around a sport that many find addicting.

“What’s cool about a surf park is it creates its own inland surfing community,” Wilson says. “So you have core repeat visitors who could have a monthly pass or whatever the structure would [provide]. They would always be coming back.”

Surf parks have already thrived in such non-oceanfront locales as Munich, with more being developed in other such areas as Saudi Arabia, Wilson says.

Some believe the ability to break into more untapped inland markets may determine the industry’s growth rate as it progresses to its next stage of development.