Research shows that surf parks are moving more into the mainstream for both surfers and the general public. This has led to an increase in longtime surf legacy brands partnering with the new wave of parks.
Recently, a partnership between Aventuur and their Perth Surf Park in Western Australia and wetsuit brand Rip Curl made headlines. The partnership is ushering in a new age of surf parks for an ever-growing audience hungry for waves.
Perth Surf Park is still two years in the making, but steps like this partnership are vital for a strong foundation that will lead to a successful surf destination.
We spoke with Andrew Ross, chairman and chief development officer for Aventuur, about the partnership’s significance and the highly anticipated project in Australia.
Surf Park Central: What can guests expect when they visit Perth Surf Park?
Andrew Ross: While Perth is blessed with some of the best beaches and in the world, a series of barrier islands means surfing conditions are typically poor for most of the year, requiring Metro surfers to travel extensively to find decent surf.
Our vision for the Perth Surf Park is to create a destination for surfers where each of the essential elements of the surfing experience can be seamlessly delivered.
With the Perth Surf Park, locals will for the first time have access to guaranteed perfect waves within around 30 minutes’ drive of their homes, rather than having to travel two hours round-trip to Rottnest Island by boat, or seven hours round-trip to the Margaret River region by car, for only the hope of scoring quality conditions.
From the moment we were selected by the WA Government to deliver Perth’s surf park, we made a commitment to ensuring it would be proudly “by the West, for the West” in every respect. In our view, it’s fundamental from an authenticity standpoint that the park celebrates the best of WA surfing culture and hospitality. In doing so, we will ensure Western Australians feel right at home, and have a sense of ownership of, this unique community asset. And for tourists visiting from interstate or overseas, they will be afforded the rare opportunity to experience this culture and hospitality.
Reflecting on my experience delivering Australia’s first surf park in Melbourne, there were a few key learnings, which include longer waves are better for everyone, whether you’re a first-timer or a seasoned pro. This is why we’ve opted for a 56-module Cove for Perth, as the extra 5 seconds afforded by the additional 10 modules (compared to Melbourne and Sydney) make a real, positive difference. When you add up this extra ride time per wave across a session, the benefit is compounded.
The second is that to drive increased time on site, and more frequent attendance, it’s imperative that we offer a range of complementary amenities that appeal to both surfers – enabling them to improve their skills, fitness and wellbeing, thereby lengthening their surfing life, and non-surfers – providing opportunities to experience the surfing lifestyle and culture without having to get in the water, but still feel part of the tribe.
In addition to our Wavegarden lagoon, the Perth Surf Park will feature a Rip Curl flagship store, a beach club with an infinity-edge resort pool, quality bars and restaurants, a high-performance surfing academy (delivered in partnership with Micro Surf Academy and Surfing WA), surf hire store, fitness and recovery studios, a member’s lounge, function and events spaces, rooftop glamping accommodation, and outdoor activity areas including a skate park, pump track, kids playground, and naturescaped gardens. The park will also host regular events, including surfing competitions, cultural and music festivals, community activations and charity fundraisers.
Surf Park Central: Tell us more about the partnership with Rip Curl.
Andrew Ross: As our official retail partner, Rip Curl will establish a flagship store at the Perth Surf Park that is set to become a leading surf retail destination in Perth.
The store will offer an extensive range of Rip Curl wetsuits and apparel, market-leading surfboards and surf hardware, alongside our own branded park merchandise.
In keeping with our “by the West, for the West” approach, the product assortment will also celebrate local Perth and Western Australian shapers and surf brands, many of whom are globally recognised.
Surf Park Central: What’s the importance of bringing legacy brands into the surf park space?
Andrew Ross: In a single word – authenticity.
Rip Curl was founded by Doug “Claw” Warbrick and Brian “Singding” Singer at Bells Beach, home to one of the world’s most iconic surf breaks (and the world’s longest running surf contest) in 1969. Over the past 50 years, Rip Curl has earned the title of the ultimate surfing company through developing innovative, market-leading wetsuits, surfwear, and apparel.
We share Rip Curl’s commitment to fostering authentic community and sustainability. Together, we plan to collaborate on a variety of events at the Perth Surf Park, including surfing competitions, community activations, and demo days.
Surf Park Central: Surf parks have certainly gone mainstream in recent years. How has this helped with interest from surfing brands, whether they shape boards or manufacture wetsuits?
Andrew Ross: We have seen a significant increase in surfing interest and participation since the COVID pandemic, and surf parks are playing an important role in helping to grow the total addressable market (TAM) for endemic surf brands that offer hard and/or soft goods.
Wearing and using the right equipment while surfing is key to maximising fun in the water and skills progression, and is fundamental to the overall experience.
Rip Curl’s heritage in wetsuits, and their enduring commitment to innovation, was a core part of the appeal for us in partnering with them.
Surf Park Central: Are there other brands you would like to partner with? If so, who?
Andrew Ross: There are a number, including The Leisure Collective – which counts Creatures Of Leisure (surf hardware) and OTIS (eyewear) among its stable of brands – was founded in South-West WA, and is a local success story.
Their brands are loved by Western Australian surfers, and Nathan and the team have been long-time supporters of our project. We are looking forward to doing more with them as we progress through construction to opening.
The array of amenities and activities we are offering at the park will create a wide range of opportunities to partner with other brands to feature products that reflect the best in the West.
Surf Park Central: How do surf parks benefit from amenities like on-site surf shops?
Andrew Ross: When considering which amenities to include at our venues, for us the starting point is the customer.
There is a clear need for wetsuits, surfing apparel (rashies, boardshorts, bikinis, towels) and surf hardware (boards, fins, grips, legropes, wax) at surf parks, as there is in the ocean. These are essentials for surfers, so it’s a no-brainer to offer them for sale.
Where we think it gets interesting is in creating tailored “try to buy” pathways. Given the repeatable canvas offered by the Wavegarden, it is the ultimate environment for equipment research and development, for both brands and surfers.
In our experience, when surfers are afforded the opportunity to try different iterations of the same equipment in a controlled environment, it helps to take the guesswork out of product selection, and the perfect pairing can be achieved. As an example, we’ve noticed how differently the same board can ride with different fin set-ups, or how an inch or two difference in length in either direction can completely change the ride.
Club fittings have helped golfers find the right gear for decades, and we feel the same can be achieved for surfers at surf parks if done well.
Surf Park Central: Besides surf shops, what other amenities can improve the guest experience for surfers and their families?
Andrew Ross: For surfers, anything that is accretive to the experience in the water, or the rituals and routines that accompany it. We see surf parks helping to accelerate the start, enriching the middle, and lengthening the end of each surfer’s journey in the water. Tailored coaching, recovery facilities, surf-specific fitness classes, and providing access to the right gear are all essential.
Surf Park Central: What is Aventuur hoping to do with its parks to set them apart from other parks in the works?
Andrew Ross: We feel there is a significant opportunity for surf parks that hasn’t yet been fully delivered on in creating a compelling destination for non-surfers, as much as for surfers. This is why we are making a significant investment in the lagoon-side amenity mix at the Perth Surf Park and thinking through how each of these elements seamlessly integrate to deliver an enhanced experience for all of our guests.
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