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and increase the social appeal of surfing while introducing a new sport. This will broaden the concept’s allure to include surfers and non-surfers alike.
Key Drivers for Destination Surf Park’s Success • Flexibility: Modern technologies allows for the waves to be tailored to a specific target audience allowing them to cater to beginners or refine their skills and at the same time serve as a recreation venue. This flexibility is key to the success of surf parks as it expands and is accessible to a wider audience.
• Social Aspect: Modern day surf parks need to make sure the destination offers family friendly amenities. The surf park could offer an active nightlife with concerts and music that draws a diverse customer set.
• Experience Reinvented: The average consumer expects value for their dollar, be it quality service or a variety of entertainment options. A destination surf park has the potential to offer the whole package without the need to travel to the ocean.
and access to limited capital. In addition to private developers, this model would also be suited for cities, park and school districts and municipalities that want to offer their residents a new and exciting sport. A public-private partnership could allow the city to subsidize the surf park development and at the same time offer a new unique amenity to its residents.
2. Resort or Mixed-Used Development – In this model, the surf park is part of a larger mixed-use entertainment, retail and/or resort development. This model allows the developer more flexibility and higher revenue potential. The surf park is part of a larger destination development that offers on-site lodging, retail, restaurants, and other recreational and entertainment amenities such as concert area, waterpark, adventure park, hiking and biking or golf. This model attracts more visitors to the site who may or may not surf. This model would require the surf park to be near or within a large populate base.
Surf parks will not replace the experience of riding an ocean wave. They are a means of introducing surfing to a much larger population base. Modern day surf parks can capitalize in much the same way TopGolf did golfing
NOVEMBER/DECEMBER 2021
• Building on Success: As new surf parks open globally; consumers are becoming more familiar with the concept. Word of mouth has spread awareness beyond existing surfing destinations with people traveling to experience the new surf parks.
• Competition: High tech features such as customizable waves allow for venues to turn into competition venues and host or create their own competitions for local surfers.
Surf parks appeal to a wide range of customers in various life stages, including families with children. Surf parks can capitalise on that in much the same way waterparks have by creating family-friendly environments coupled with memorable experiences. This will increase the reach and scope of the sport in a way that may mean dramatic growth in coming years. In a handful of years, surf parks have reimagined the sport, and in essence, flipped the traditional ocean surfing model to create a new high-tech sporting category for the masses. People who might not otherwise consider surfing may be more inclined to consider the sport as surf parks provide a safe, convenient, non-intimidating, and accessible venue for surfing.
ABOUT THE AUTHOR: Nuresh Maredia is the Director of Appraisal & Consulting Services at Hotel & Leisure Advisors (H&LA), a national hospitality consulting firm. H&LA produces reports that assist clients in the hospitality and attractions, real estate industry. H&LA specializes in appraisals, feasibility studies, impact analyses, economic impact studies, and litigation support for hotels, resorts, waterparks, casinos, attractions, conference and convention centred, golf courses, ski resorts and other leisure real estate. Our consultants have analyzed and prepared studies on more than 2,000 properties in more than 45 states, Canada, and the Caribbean.
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