With a proven pay-for-surf model that pairs well with retail, including apparel, sporting goods and dining, surf parks are poised for development around the world, attracting a wide audience from kids to adults, including amateurs on boogie boards to top professional surfers.
According to recent Associated Press reports, retail executives confirm the growing trend toward entertainment attractions. "Shopping centers and the physical retail experience is becoming much more experiential," said Tom McGee, president and CEO of the International Council of Shopping Centers. "People want to have experiences when they go out. They want that kind of all-in aspect. They want the aesthetics and the look to be something that is engaging and appealing to them."
“In today’s economy where consumers are valuing a premium experience over material goods, surfing provides an exhilarating and unique experience that attracts consumers for an extended stay” said American Wave Machines Founder and President Bruce McFarland. “American Wave Machines is the leader in the out-of-ocean surf revolution, with successful installations in a variety of formats including standalone surf parks, retail facilities, resorts and more.”
The revolution began in 2013 when the first indoor surf park in the United States made its debut. Surf’s Up New Hampshire in Nashua, is powered by American Wave Machines’ SurfStream® technology and features the world’s largest standing wave system in the world with a 32-foot channel. Since its opening, beginners and experienced surfers have been thrilled with the wave technology that can produce two to six-foot waves, including barreling waves, 365 days a year, no matter what Mother Nature has in store for New England.
The following year, American Wave Machines’ SurfStream technology was introduced in a retail shopping center at Oasis Surf. Located within the Quartier DIX30 mall, the SurfStream at Oasis Surf has been a huge success, with Canada’s first indoor surfing attraction drawing crowds with an exhilarating surfing experience and increased dwell time. The 10,000 square-foot venue makes Canadians feel like they are part of the California surfing scene with a beach themed restaurant, bar and retail shop. With the success of Oasis Surf, plans are in the works for new locations in Canada.
“At Oasis Surf, our customers experience real surfing on American Wave Machines’ SurfStream technology,” said Claude Coudry, president and founder, Oasis Surf. “By offering consumers an opportunity for a highly sought after activity like surfing, retail facilities can draw people in and provide an exhilarating experience. Good food and drink, an amazing atmosphere and phenomenal surfing keep people coming back.”
American Wave Machines has invented and manufactured two products, SurfStream®, a tennis-court sized pool that generates natural feeling standing waves and PerfectSwell®, the first and only air-pressure system to recreate naturally occurring ocean swells. PerfectSwell is equivalent to a football-sized pool and allows surfers to paddle out and surf.
The Ultimate in Experiential Retail
Surfing as an anchor attraction not only serves as a daily entertainment destination, but also doubles as a premier event venue, hosting everything from private parties and team building outings to sanctioned competitions. With waves suitable for experienced surfers and professionals, American Wave Machines’ technology has enabled the first indoor surfing competitions in both the United States and Canada, as well as the first indoor wake surfing competition. These events generate buzz as well as increased foot traffic.
“Surfing is the world’s most aspirational sport, and American Wave Machines’ technology has eliminated the barriers to try surfing 365 days a year, no matter how far they are from the ocean,” McFarland continued. “Our waves have proven to attract customers on a daily basis, with special events that bring surfers from around the world and spectators who spend a day watching real surfing.”
“From indoor to outdoor, small scale or large scale, we have the right technology for an authentic out-of-ocean surfing experience, providing surfable waves on demand, no matter the location,” McFarland concluded. “In 2016, the sky’s the limit to where we can bring surfing around the world.”