When the concept of an artificial surf lagoon in Virginia Beach, VA., first surfaced more than a decade ago, the reaction from the local industry was cautious skepticism. The technology didn’t seem strong enough to generate waves that could meet the expectations of any surfer beyond beginners or mid-level surfers.
That perspective began to shift as surf technology advanced, and surfers like Kelly Slater built their own surf parks.
Atlantic Park Surf (APS), with backing from music star and Virginia Beach native Pharrell Williams, opened in August and re-opens after winter maintenance on March 14. It has the first Wavegarden Cove surf lagoon, which has 30 different wave types on its menu, in North America. Meeting the needs of beginners and experienced surfers alike, the park — along with a new music venue, restaurants and a hotel — has transformed the boardwalk and is driving economic growth in the East Coast surf market.
“It’s amazing,” said L.G. Shaw, president of Wave Riding Vehicles (WRV). “Just like Mother Nature, I mean — she challenges you.”
How Atlantic Park Surf Drives Economic Growth
WRV serves as the on-site equipment operator, managing surfboard and wetsuit rentals, providing coaching and running a boutique retail shop. To the guest, the experience is completely seamless, Shaw said. Visitors walk in, receive elite coaching from a staff of nearly 30 professionals, and hit the water with premium gear.
That’s giving WRV a boost after slow years in 2023 and 2024, Shaw said.
“If this hadn’t opened, I think we would have still been drifting down last year — not out of control, very manageable,” Shaw said. “This has shown early signs of turning that around.” Now, WRV has had a 100% increase in neoprene sales, and Shaw said he’s hearing similar stories from his local competitors.
Photo courtesy of Atlantic Park Surf.
The demand for wetsuits, booties and gloves has surged as surfers equip themselves for nearly year-round sessions in the lagoon. The park has stabilized demand for hardgoods at WRV and demonstrates the immense value of having a consistent, reliable wave source in a market historically dependent on unpredictable ocean swells. And while many parks are known to attract tourists, Atlantic Park Surf is also drawing on the local surf community, with a higher percentage of locals visiting the park than other wave pools, Shaw said.
The economic boost impacts the broader community as well.
Atlantic Park Surf serves as the anchor for the Atlantic Park District, a massive mixed-use development which includes The Sitio, a boutique hotel; highly anticipated restaurants like Nami Nori and Wiseguy Pizza; and retail shops such as Quiet Storm, Faherty and Lululemon.
Quiet Storm to Open at Atlantic Park District
High-volume surf industry account Quiet Storm is opening a 4,900-square-foot store, it’s 13th door, as part of the Atlantic Surf park development later this month.
“It’s an opportunity to be right in the heart of the surf world,” said Quiet Storm owner Bill Dreibelbis, who said the store will carry a wide range of apparel and accessories. “We especially think we’re going to kill it with our women’s juniors’ business. We do that category really well, and there’s not a lot of women’s competition there. Plus, there will be a lot of restaurants in the development – we think the store’s going to go really well.”
Dreibelbis is partnering with a long time Quiet Storm employee, Cole Petrinko, on the store, which overlooks the wave park.
“It’s dead center – a killer location,” Dreibelbis added.
Billabong Event Connects with East Coast Community
Billabong hosted Atlantic Park Surf’s first event in September 2025 as part of the brand’s “Know The Feeling” tour.
“Seeing nearly 600 people show up proved just how much energy there is for surf culture on the East Coast,” said Kelly Normandin, Billabong’s VP and general manager.
Photo courtesy of Billabong.
The Park was a natural fit for the tour, where the goal was to connect the brand and Billabong’s team riders directly with local surf communities and its core retailers on the East Coast.
“The park created the perfect environment to do that,” Normandin said. “It allowed us to bring together retail partners, buyers, store staff, reps, team athletes and local surfers in one place to celebrate the culture around the brand. APS creates a new entry point for people to experience surfing and connect with the lifestyle. Our interest is really about supporting places that bring the community together and help grow participation in the sport.”
Shane Dorian and Joel Parkinson (“Parko”) at Atlantic Park Surf. Photo courtesy of Billabong.
Billabong combined a retailer surf session, an athlete showcase featuring surfers like Joel Parkinson, Shane Dorian, Macy Callaghan and Luana Silva, and industry roundtables into one event.
“Experiences like this are different because they bring participation, community and storytelling together,” Normandin said. “Digital channels can reach people at scale, but events like this allow people to actually live the surf experience with the brand and the team.”
The product roundtable at Billabong’s Atlantic Park Surf event. Photo courtesy of Billabong.
Fostering the Surf Community and Inclusivity
Nate Stevens, Atlantic Park Surf’s general manager, said the energy is electric and contagious at the park.
“It really projects from some of our regulars and members who are lifelong VB locals,” Stevens said. “Many of them have grown up surfing together. You can see the joy on their faces and we witness how special it is for them to be able to surf perfect waves together, without competing over waves or dealing with subpar conditions. Our members are basically ambassadors who are talking about the surf park out in the community — striking up conversations with whoever and spreading the word.”
Shaw said visiting the park is like a “micro surf trip” with plenty of camaraderie.
“Nobody’s back paddling anybody. There’s no harassment. It’s just this pure stoke that you’re getting to share with your friends that you haven’t seen in a long time,” he said. “That was an unexpected byproduct, even for me…to see the way it’s bringing people back together that haven’t spent time together in ages. That’s the happiest result, for sure.”
Surfers Luana Silva and Macy Callaghan at Billabong’s Atlantic Park Surf event. Photo courtesy of Billabong.
The park is also committed to developing the next generation of surfers, Stevens said. In partnership with Pharrell Williams, APS launched the Next Wave program. This initiative introduces local youth from educational program Yellow, Virginia Beach Schools, and Atlantis Apartments to the sport. By providing free weekly surf lessons, the park opens doors for kids who might not otherwise have the opportunity to experience surfing, ensuring the culture remains diverse and inclusive.
Capitalizing on a Pre-Built Surf Mecca
Bryan Dickerson, editor-in-chief of Wave Pool Mag, said APS is unique because of the existing surf culture.
“When I visited Virginia Beach for the first time, I was blown away by how core the surf culture is in an area without consistent (until now) surf,” Dickerson said. “The wave pool benefits from surrounding infrastructure upgrades that are part of the redevelopment and those in turn benefit from the wave pool having a steady flow of surfers.”
Photo courtesy of Atlantic Park Surf.
Because of this existing infrastructure, Atlantic Park Surf achieved in 90 days what might take other facilities a full year. They quickly hosted exhibition events featuring top Qualifying Series surfers and partnered with major brands for national competitions. The local community was already primed and activated, allowing the park to hit the ground running with an engaged, knowledgeable consumer base.
Looking Ahead
Stevens said there is still a lot to look forward to as the park re-opens this spring.
APS will launch its first spring competition, The Dream Team Challenge, and some industry “heavy-hitters” will be at a major event in May. The Chlorine Clash surf event runs in September, and the park hopes to welcome back the Surf Park Summit, which was held there for the first time last year.
Beyond retail sales and brand marketing, parks such as APS are creating an opportunity for surf culture to reinvent itself, without overcrowding, localism and intimidation, Wave Pool Mag’s Dickerson said.
“Surf parks are the great equalizer. If you’re, say, a darkwave goth DJ bowling enthusiast (sorry, a bit obscure, but you get the point), a wave pool lineup will feel much more comfortable than, say, Lowers,” Dickerson said. “And this will contribute to surf culture because diversity and inclusion in lineups contribute to a culture in profound ways.”
