For decades, developers have often approached designing their business models with an amenity-focused mindset. With appetite for surf experiences on the rise, surf parks are usually considered as an amenity to add-on to a resort or a mixed-use project. But what if we flipped that thinking? Instead of surf being an add-on, surf should be viewed as an anchor that can drive the entire development.
Surf IS the anchor. Surf IS the main feature in a development,” says Andrew Thatcher, VP of Business Development at Endless Surf. “A lot of people think, ‘Let’s build a resort and add surf… I think let’s build a surf park and add a resort.”
Unlike traditional attractions, surf pools create a centerpiece that helps define the identity and economic success of a destination. They serve as more than just entertainment; they create a gravitational pull that can attract new demographics, increase real estate demand, and fuel long-term business growth as an anchor attraction. A surf lagoon isn’t just an activity—it’s a skill-based, lifestyle driver that fosters a vibrant, experience-rich environment. Around the world, investors and developers are recognizing this unique power of surf to draw visitors, boost real estate value, and create lasting experiences.
How Surf Can Drive Business Growth
Surf pools drive business growth in many ways as they are economic catalysts that generate a healthy ROI. The benefits of anchoring a development around can surf include:
- Longer Stays & Increased Spend: Surf parks significantly extend the length of stay for guests, with surfers often spending multiple hours in and around the venue. This results in higher per-visit spending on accommodations, food and beverage, and retail. According to a Surf Park Central study, the average daily spend at a surf park is around $290 per participant, with premium developments able to capture even more. Additionally, surf venues attract new demographics—families, corporate groups, and adventure-seekers—who might not have otherwise engaged with the destination.
- Increased Real Estate Value & Market Demand: Developments centered around active lifestyle experiences see higher property values, with surf communities commanding premium pricing. Zillow reports that waterfront homes in the United States can be worth double what non-waterfront homes are worth, demonstrating the premium placed on proximity to water. By integrating artificial wave technology, developers can recreate this value boost without relying on natural coastlines. Yes, this increase in real estate values has been shown in an artificial setting as well, as a surf park in Brazil saw home prices rise over 3x once a wave pool was installed.
- Year-Round Programming: Unlike seasonal attractions, surf pools can provide year-round programming which ensures ongoing revenue generation even during colder months. Modern day wetsuits are designed to keep surfers warm in the harshest conditions as winter months often bring the best ocean waves. Take our project at O2 SURFTOWN MUC for example, where session were booked out in the middle of German winter with snow falling and water temperatures close to freezing.
Real-World Applications That Can Be Anchored by a Surf Lagoon
Wave pools don’t just belong in pure-play surf parks. They can leveraged to anchor a variety of business models commonly seen in the real-estate and entertainment development spaces. For example…
Mixed-Use Developments can leverage surf as an anchor to generate repeat visitors who will also support the additional amenities like retail, dining, and entertainment businesses. Creating and urban beach within a mixed use development elevates the real estate potential surrounding the entire surf lagoon. Check out our upcoming project at Palm Valley Gold Coast which is a perfect example of creating a bustling lifestyle hub with mixed-use amenities surrounding a surf lagoon.
Hotels & Resorts benefit from surf by offering a unique ‘vacation-like’ beach experience that differentiates them from competitors. Surf can help increase occupancy rates from new and return patrons, while also offering the ability to charge premium prices. Nearly all our projects with our partners include hotel or resort-like accommodation, as surfers want to live the lifestyle. For example, The Break, our upcoming project near Adelaide, Australia combines world-class surfing with wellness and resort accommodation amenities.
Master-Planned Communities can utilize surf to boost real estate values of homes and residences, attracting residents looking for an active, social lifestyle and exclusive access to world class waves. Some of the most prestigious communities around the world have access to world-class surf breaks. Recreating this can bring the serious economic returns. Check out what Cabo Real Surf Club is building (and charging) for their homeowner exclusive lifestyle haven.
Theme Parks & Attractions venues find surf to be a high-repeat, skill-based activity that fosters long-term customer engagement. The skill based nature of surfing increases length of stay which in turn, increase revenue potential from surrounding F&B, cabana reservations, and more. Our project in Saudi Arabia’s entertainment city, Qiddiya, will showcase just this as an Endless Surf lagoon will be an anchor within the Aquarabia Water Theme Park.
The Future of Experience-Driven Developments: Surf as the Anchor
The world’s most successful destinations are built around immersive experiences, and few experiences rival the draw of surfing. Surf isn’t just another feature—it is the anchor that defines a development’s identity and long-term success. A surf lagoon becomes the focal point that attracts visitors, residents, and businesses alike, creating a destination that is both economically viable and culturally vibrant.
When surf is positioned as the main attraction, it shapes the surrounding environment, increases land value, and creates a dynamic hub for entertainment, lifestyle, and community engagement. The gravitational pull of surf extends beyond the waves—it influences where people stay, where they dine, and how they interact with the space. By making surf the core attraction, developers can create high-value destinations that drive economic success, long-term engagement, and a unique sense of place.
Instead of thinking, “Should we add surf to our new development project?”, don’t underestimate the power of thinking, “How can we anchor our project around surf?”
Interested to hear more about how surf can elevate your development?
