As human beings we are instinctively drawn to water.  We experience an increased sense of well-being and serenity around water, and choose to recreate in it in countless manners.  Water sports frame an important part of our contemporary culture, and surfing is the ultimate water sport. An incredible synchronization of man and waves, surfing is arguably the most visual and emotionally inspiring sport in history. Repeatedly referred to in the context of a religious experience, it has given birth to more ancillary lifestyle sports than any activity in history; skateboarding, wind surfing, snow boarding, kite boarding, skim boarding, and wake boarding, are just a few. 

Surfing is an aspirational sport, and continues to explode onto the national entertainment scene.  Surf travel companies and surfing schools advertise to broad national audiences and are booked months in advance.  Modern surf culture is also incessantly glorified on national television programs.

The opportunity to become an integral part of the expansion of surfing onto the national recreation landscape exists today through LEAP for numerous reasons.  Primarily, the demographics of surfers have changed dramatically over the last decade. Secondly, through a series of technological innovations, we can now deliver magazine quality waves efficiently and affordably.
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But perhaps most significant is the evolving nature of the national sports and entertainment landscape.  In recent years, the costs to surf in the ocean have gone up substantially.  These aggravated costs are not merely fuel costs or even primarily monetary. They are social costs.  People are more connected, but have less time for fitness, children, families and relaxation.  In response, parents are constantly seeking safe, healthy, structured activities that they can conveniently participate in as a family, but that their children are also passionate about.  While surf parks will never replace the experience of paddling out on an epic day at your favorite break, they do provide a wondrous experience that is truly unique in today’s urban environments.  In 2006, the Outdoor Industry Association published, the “State of the Industry Report.” In the report, the OIA states: “Traditionally, outdoor recreation was synonymous with the backcountry. But as Americans battle the inactivity crisis, and outdoor enthusiasts increasingly seek activities that can be done before dinner, close to home recreation opportunities are more important than ever. The Outdoor Industry and policy makers must expand our focus to include front country and urban recreation areas. By embracing these new playgrounds and ensuring that all Americans have places to play close to home, we are not only ensuring our own success, but we are creating a healthier nation as well.”

The revenue opportunities around surf parks extend well beyond surfing enthusiasts paying wave-riding fees. Body-boarders account for an additional massive participation group and the availability of this audience is noteworthy.  Lessons, rentals, sponsorships, advertising, competitions, corporate events, food and beverage, concerts, and retail sales are only the beginning.  Whether your goal is to create value in your surrounding assets, differentiate your product or community, simply attract a wealthy demographic, economic revitalization, increase quality of life, create a spectator experience, or to become a destination resort or gateway city, you should consider a giant LEAP.