Dallas is 300 miles from Surfside Beach on the Gulf Coast, 1,467 miles from the wilder waves of Malibu, and nearly 4,000 miles from the perfect curls of Oahu. But starting next year you won’t have to pack a bag to try some tasty waves—you’ll just need to drive to Deep Ellum in Dallas.
The neighborhood just east of downtown will be the home of Goodsurf Dallas, a new entertainment concept that combines surfing with a bar, restaurant, and beer garden experience. To be located at 317 S. 2nd Avenue, Goodsurf will be built on the site of the former sand volleyball bar Sandbar Cantina, which closed in late May.
Goodsurf Dallas is slated to open in Q1 2024. But it won’t be the only surf spot in North Texas. As Dallas Innovates reported in March, Fireside Surf is coming to Grandscape in The Colony with a similar restaurant-and-waves-based entertainment concept.
Deploying Germany-based citywave technology—and acquiring its U.S. presence
Preliminary rendering of Goodsurf Dallas. [Image: Urban Entertainment Concepts]
Both Goodsurf Dallas and Fireside Surf will deploy 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,” including “a perfect, naturally shaped wave with a glassy surface.”
Last month, Goodsurf’s parent company, Dallas-based 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.
Former Topgolf exec is Goodsurf’s CEO
“We’re excited to bring Goodsurf to Deep Ellum powered by the incredible citywave system,” CEO Zach Shor said in a statement. Shor, who spent most 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.”
A menu inspired by ‘global surf destinations’
Goodsurf Dallas 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 says.
Shor said the Deep Ellum location was carefully selected for Goodsurf’s first Dallas venue.
“Deep Ellum is already the heart and soul of Dallas’ entertainment scene,” he said in the statement. “We couldn’t be prouder for Goodsurf to be a part of this vibrant community.”
The 2nd Avenue property is owned by Fonberg Investments, a local real estate investment and development company. Both tenant and landlord were represented by The Retail Connection, with Max Chanon representing the landlord.
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R E A D N E X T
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