Surf, Sport, and Recreation
By prioritizing storytelling and authenticity, AO empowers brands and developments to establish profound connections with their customers. Through a blend of technology-driven experiences, sensory activations, placemaking and carefully curated environments, AO has emerged as a leader in experiential retail. In AO’s innovative developments, visitors can immerse themselves in dynamic and exciting 360-degree experiences, ensuring enjoyment for all who engage with them.
News | Ideas
by Bruce Greenfield, Partner, AO | Surf Park Central
Surf parks are entering a new era. What began as stand-alone attractions centered on the thrill of riding a perfect wave is evolving into fully integrated destinations resulting in holistically designed environments that blend surf action with symbiotic mixed uses, lifestyle amenities, and indoor/outdoor experiences. The lagoon remains the centerpiece, but its role is expanding, acting as the heart of environments that include hospitality, recreation, dining, residential, retail, wellness, and cultural uses.
by Nicole Gutierrez | ABC15 Arizona
The East Valley has a brand-new hub for food and pickleball fun! Christi Christian, CMO of Dink & Dine Pickle Park, gives ABC15’s Nicole Gutierrez a sneak peek of the new entertainment venue at Mesa Riverview, opening to the public on August 20 at 6 a.m., with a grand opening celebration planned for later.
by Austin Castro | ABC 10
A major surf-themed entertainment and recreation venue could be coming to Placer County as early as 2027. Developers behind the proposed Alchemy Surf Resort submitted a new application to Placer County with hopes of breaking ground next year. The project would span 25 acres within the larger Placer One development, transforming a currently vacant field into a recreation destination. Plans for the resort include a surf center, hotel, bungalows and various recreational facilities, according to Inland Surf Company, the developer behind the proposal.
by Jennifer Glatt | Hotel Management
Last week marked a significant milestone for wave-seekers and surf enthusiasts as construction began on the highly anticipated DSRT Surf Resort. This 17-acre AO-designed destination in Palm Desert, Calif., developed by Beach Street Development & Operations, will be California’s first facility to offer man-made surf waves open to the public. The resort's features include a cutting-edge surf lagoon, four-story hotel, surf center, restaurant, boardwalk, and beaches, with construction expected to be completed in the spring of 2026.
by Surf Park Central
With a growing need in the hospitality industry for experiential, activity-based resorts, we see that surf-anchored properties are increasingly on the rise. Developers and cities are coming together to bring these exciting destinations to life. The benefits are real. These properties serve as an oasis in their community providing green landscape, water attractions, and an economic boost.
By Rob Budetti, Managing Partner, AO
Retail centers are evolving, with experience at the forefront and entertainment venues emerging as the new anchors. Consumer expectations are at an all-time high, driving retailers to engage customers like never before. Gone are the days when shopping centers relied on products to drive sales. Today, customers are seeking out places that can deliver a 360-degree experience, encompassing fun activities, great food, new entertainment, as well as the latest products, goods, and services.
by Wave Pool Magazine
Surf ATL announced the addition of Brian Stovall, Brandon Lower, AO and others to the team. The company said in a statement that Brian Stovall of Icon Leisure will bring his 20+ years of expertise in venue management/operations to the project while Brandon will keep the sporting side vibrant.
by Surf Park Central
Designing your surf park with other activities and experiences in mind for the surf community and beyond will increase your customer base, average stay time, and overall customer satisfaction. Whether it be a smaller standing wave, pump track, yoga studio, media area, or lounges...there are many ways to host people that don't surf...yet.
