Atlantic Park Surf has named Mike Wallace as its new VP of Sales, adding a 25-year surf industry veteran to the Virginia Beach wave park’s leadership team.
Wallace joins Atlantic Park Surf from Roark, where he most recently served as Global Marketing Director. He called his time at the brand formative.
“I really enjoyed my time at Roark and think the brand is uniquely positioned for success in the coming years,” Wallace said. “Though surf is a core component of Roark, the brand is bigger than that, playing an ever-increasing role in the outdoor and run/active space as well. I have always been inspired by the stories that Roark tells and the diverse group of surfers and ambassadors that are a part of it.”
Roark Chief Brand Officer Ryan Hitzel told SESO the brand is hiring to fill Wallace’s role.
A Surf Apparel Resurgence
Wallace pointed to a broader surge of energy across surf and surf apparel, one he credits in part to the return of ‘90s- and Y2K-styled boardshorts, led by heritage brands including Billabong and Quiksilver.
“This excitement is not only with the core audience but also seems to be spreading to a wider audience that is inspired by the surfing lifestyle,” Wallace said. “The core should always be the focus for any brand in surf, but growing the audience and participation in surf is instrumental in the health of the industry. Wave pools can play a huge role with both the core and new audiences.”
Why Atlantic Park Surf
A longtime wave pool enthusiast, Wallace said he was drawn to the opportunity as soon as it came up, and that the facility itself sealed the decision.
“I was blown away when I saw the facility,” Wallace said. “Not only is the wave amazing, the first Wavegarden Cove in North America, but the amenities are world-class as well. Shops, amazing restaurants, the Sitio Hotel and the lagoon; everything is just top notch.”
Virginia Beach’s standing as one of the East Coast’s core surf hubs was also a driving factor.
“Having the pool in the heart of what is already such a vibrant surf community is amazing,” Wallace said. “With waves suited for both pros and beginners, the lagoon has something for everyone.”
Wallace is also returning to his East Coast roots.
“Being originally from the East Coast, I am excited to get back out here with my family,” Wallace said.
The Role Ahead
As VP of Sales, Wallace will work across endemic brands and media, surf shops, corporate experiences, sponsorships and events. Working alongside the Atlantic Park Surf team and Beach Street, the resort operator brought on to manage the facility, has only reinforced his outlook on wave pools’ place in the industry’s future.
“I am already learning so much from the Atlantic Park Surf and Beach Street teams, further solidifying my belief in the massive role that wave pools serve to play in the future of surfing, the brands and core shops,” Wallace said.
The park’s calendar is already filling in fast. ECSC, Chlorine Clash, Lisa Anderson Champ Camp, Rhythm and Ride with Donavon, the Atlantic Park Surf Jr. Pro and the Surf Park Summit are all set to take place within the next thirty days.
“Book a session or book the whole lagoon,” Wallace said. “Either way, get out to Virginia Beach and have a blast.”
