Offshore Surf makes waves

American Wave Machines has launched Offshore Surf, a comprehensive surf venue offering that combines an authentic surfing experience with food, bar and retail – all under one roof.

Powered by American Wave Machine’s SurfStream technology, Offshore Surf offers visitors everything from soft rolling white water waves to hollow right and left barrels. The technology provides a deep-water surfing experience on real surfboards for all ages and skill levels in a compact footprint of 15,000 to 25,000 square feet.

On the announcement, Bruce McFarland, American Wave Machine Founder, said: “We are thrilled to welcome Greg Lombardo as CEO of OffShore Surf. With a number of successful venues featuring our SurfStream technology providing proof of concept for the out-of-ocean surfing market, we knew it was time to develop a standalone surf venue brand. Greg’s expertise and more than 25 years of experience with many of the world’s top entertainment brands makes him the perfect choice to lead OffShore Surf. With Greg on board we’re going to bring the ultimate entertainment experience to millions around the world, engaging both beginner and expert surfers alike.”

As traditional retail moves away from shopping districts, OffShore Surf hits the market sweet-spot of a highly repeatable entertainment concept that attracts a broad range of customers, from millennials to families, and drives foot traffic both day and night.

AWM also named Greg Lombardo as the company’s chief executive officer. Lombardo formerly served as the Senior Vice President of Global Live and Location Based Entertainment for 20th Century Fox. The appointment of Lombardo as CEO reflects American Wave Machine’s intention to bring the Offshore Surf offering to the global market as the sport of surfing approaches its debut Olympic appearance at the Tokyo 2020 Games.