Since Fireside Surf opened at Grandscape in The Colony in February, people waxing their surfboards in Dallas have either been jealous or making the trek up Highway 75 to carve tasty, standing waves. But now Goodsurf is coming to the rescue—with a planned early June opening in Deep Ellum, east of downtown Dallas.
Goodsurf—a new venture from Denver-based Urban Entertainment Concepts—says it’s “on a mission to revolutionize the intersection between sports and hospitality,” starting with its first Goodsurf location, at 317 S. Second Avenue in Deep Ellum, the former site of sand volleyball bar Sandbar Cantina, which closed last year.
On Tuesday, Goodsurf announced that it’s hiring for several positions throughout the venue, including “wave attendants,” bartenders, servers, hosts, barbacks, line cooks, front-of-house and back-of-house managers, and more.
Your eyes aren’t deceiving you: those are actually lots of parking spaces all around Goodsurf—a rarity in Deep Ellum. [Rendering: Goodsurf]
Six-foot-tall ‘perfect waves’ ready for carving
A new bar/restaurant is always welcome in Deep Ellum, but all eyes will surely be on the “perfect, naturally shaped wave with a glassy surface” churning outside.
Both Goodsurf Dallas and Fireside Surf are deploying technology from Germany-based citywave. Citywave’s patented tech features deep water both in front of and behind a standing wave up to six feet tall, offering what the company calls “perfect wave conditions and the most authentic surf experience.”
Goodsurf likes the wave tech so much, its parent company bought up the rights.
In May 2023, Urban Entertainment Concepts announced it had acquired citywave North America, including all intangible property, rights, and responsibilities of citywave throughout the U.S., Canada, Mexico, and Caribbean.
If the thought of six-foot-high waves make your toes curl, don’t worry: Water volume, wave shape, and wave height can be adjusted by a citwave operator with the push of a button, allowing beginners to try out calm ripples and more experienced surfers to carve gnarly masterpieces.
“We’re excited to bring Goodsurf to Deep Ellum powered by the incredible citywave system,” Goodsurf Co-Founder and CEO Zach Shor said in a statement last summer. Shor, who spent much of his career at Dallas-based Topgolf, says “surfing is one of the most inaccessible sports in the world.”
“Citywave breaks that barrier down for everyone in a fun and authentic way,” Shor added. “The wave creates an energy that flows into the rest of the facility—it’s a blast to surf and great to watch, especially with a cold drink in your hand.”
Goodsurf has said it will offer food and beverage offerings designed by Ring on Hook, a hospitality consultancy group behind concepts like Home Run Dugout in Katy, Texas. The menu “will pull inspiration from global surf destinations, but in a down-to-earth and accessible way,” the company said last summer.
More info on Goodsurf’s hiring is available here.
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