The Last Word: Goodsurf CEO Zach Shor on Next Thursday’s Deep Ellum Opening

“Everything is better by the water.”

Zach Shor
.…on next Thursday’s planned grand opening of Goodsurf’s Deep Ellum location in Dallas.

The surf’s almost up in Deep Ellum, the historic neighborhood just east of downtown Dallas. Next Thursday, June 20, Goodsurf—a culinary and surf concept and subsidiary of Urban Entertainment Concepts—will open the doors and waves of its new venue at 317 S. Second Avenue.

“Surfing isn’t the most accessible sport, especially since Dallas lacks a nearby ocean,” says Andrew Limbocker, head of citywave USA, which powers the urban center with its surf wave technology. Now Dallas will have an entry point.

Goodsurf says it “aims to break down the barrier of surfing while offering a unique dining and entertainment experience.” And to christen landlocked Dallasites in the art of hanging 10, the company is offering walk-in guests their first session free through June 27.

“This is a significant milestone for our company,” Goodsurf CEO Zach Shor said in a statement. “While surfing is in our name, it’s not our entire identity. We aim to create transformative experiences and provide a space where people can enjoy each other’s company. Everything is better by the water: food tastes better, beer is crisper, and you feel more relaxed. We want our guests to feel this way whenever they walk through our doors.”

Your eyes aren’t deceiving you: those are actually lots of parking spaces all around Goodsurf—a rarity in Deep Ellum. [Rendering: Goodsurf]

The Deep Ellum venue features a beer garden, indoor restaurant, four rentable pickleball courts, a citywave “standing wave” surfing experience with waves up to six feet tall, and “lots of shade throughout.” Online reservations for both surfing and pickleball are live on the company’s website

Goodsurf’s hours will be 11 a.m. to 11 p.m. Monday through Thursday11 a.m to 1 a.m. Friday10 a.m. to 1 a.m. Saturday, and 10 AM to 11 p.m. Sunday. 

You can read more about Goodsurf—as well as its competitor Fireside Surf in The Colony—in our May story.

For more of who said what about all things North Texas, check out Every Last Word.

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