Dallas, Texas – In an innovative fusion of sports and dining, a unique entertainment concept encapsulating surfing, a restaurant, a bar, and a beer garden is poised to debut in Dallas’s historic Deep Ellum neighborhood within the first quarter of 2024.
Referred to as Goodsurf Dallas and located at 317 South Second Avenue, the establishment will incorporate what is touted as “the world’s most user-friendly and genuine surf wave technology,” known as Citywave. This announcement was part of a press statement released by the company earlier this week.
This surf-centric enterprise, a branch of the Dallas-linked Urban Entertainment Concepts, obtained the rights to this trailblazing technology through its acquisition of Citywave North America, a firm renowned for its stationary surf wave creations. The innovation churns out what have been dubbed “deep water stationary waves,” reaching impressive heights of up to six feet.
In a recent conversation with the Dallas Business Journal, Goodsurf’s CEO, Zach Shor, expounded on the technology and the company’s grand plans to incorporate it into a variety of settings including restaurants, hotels and resorts, residential complexes, and master-planned communities.
The building that will house the new restaurant-cum-surf bar in the Deep Ellum district is owned by Fonberg Investments, a local company specializing in real estate investment and development. Both the tenant and the landlord were ably represented by The Retail Connection, with Max Chanon acting on behalf of the landlord.
Shor, whose professional journey is largely rooted in the Dallas-based Topgolf, disclosed that the offerings of Goodsurf will extend beyond surfing. It will feature a rich assortment of food and beverages, conceived by the reputed hospitality consultancy, Ring on Hook. This group has been instrumental in shaping concepts like the Home Run Dugout in Katy, Texas; the 12:30 Club in Nashville, Tennessee; and Sofia’s Roman in Denver, Colorado. Shor disclosed that the menu will draw culinary inspiration from global surfing hotspots.
Shor further accentuated the influence of Deep Ellum’s rich history and vibrant culture in the decision to launch Goodsurf in this neighborhood, suggesting an appreciation for the local context in which this innovative concept will emerge.
“Deep Ellum is already the heart and soul of Dallas’ entertainment scene,” Shor said in a prepared statement. “We couldn’t be prouder for Goodsurf to be a part of this vibrant community.”
Goodsurf, an exciting new enterprise, is soon to make its debut at the erstwhile location of Sandbar Cantina & Grill. The latter, a beloved establishment for over a decade, unfortunately shut its doors earlier this year.
This month marks the commencement of construction work at the site, with Goodsurg aiming to welcome its first customers by the close of March.
Shor, a seasoned executive with a noteworthy career, including roles as COO at Topgolf and innovation lead at GameStop, had a few words to share about the new venture’s technology.
“You do not have to know how to surf,” Shor said in the prior interview with the Business Journal. “You don’t have to be a surfer to really enjoy the experience.”
He hinted in the interview at more plans in Dallas-Fort Worth.
“Obviously DFW is one of the strongest markets in the country and it is a really fun playground for entertainment concepts,” Shor said.
“A lot of folks’ first or first couple of entertainment concepts end up being in DFW, and I think there is a really good reason for that. So yeah, we do plan on being all over this market, whether it’s the F&B-driven concept or just the Citywave (technology installed in other venues).”