What Surf Park Developers Need to Know About PR, Community Support and Long-Term Visibility
By Brian Chandler, APR – Founder & CEO
In August 2025, a local news outlet here in Virginia published my opinion column on a bold new chapter in Virginia Beach’s coastal story: Atlantic Park, a development that represents not just a surf destination, but a major cultural and economic wave for the region. As a surfer and CEO of a PR/marketing agency that is not only working in the surf park space and sits on Surf Park Central‘s accessibility committee, but actively pursuing clients, this was the perfect opportunity to align my expertise with my passion.
A First in North America and a Marketing Opportunity
Atlantic Park is anchored by a Wavegarden Cove surf lagoon, the first of its kind in the United States, capable of generating up to 1,000 waves per hour across more than two dozen wave types for every skill level. This innovation matters on several levels, particularly for destinations like Virginia Beach that are balancing authenticity, tourism growth and community access.
As marketers in the space, I think about the following themes for these to be successful.
- Destination appeal. Atlantic Park transforms unpredictable ocean conditions into a reliable, repeatable surf experience, extending the tourism season and attracting visitors from well beyond the region. Alex Smith, marketing director at Atlantic Park Surf, has shared with me personally that the surf lagoon is already drawing individuals and families who are not only driving in, but flying, specifically to experience the waves. He has emphasized the importance of marketing Atlantic Park through travel and tourism channels outside Virginia Beach, inspiring travelers who may not have previously considered the area as a surf destination.
- Brand identity. Virginia Beach’s long-standing identity as the birthplace of East Coast surfing gains renewed relevance through Atlantic Park, bridging heritage and high-performance innovation. For local surfers, this presents a compelling marketing opportunity. While some may ask why a wave pool is needed just blocks from the ocean, those who surf here understand the reality of inconsistent conditions. The ability to guarantee quality waves reframes the conversation from replacement to enhancement of the sport and lifestyle. It’s also why these parks can’t just rely on a travel and tourism programs for those outside of Virginia, but must create a robust local marketing and PR program that draws locals back to the park month after month.
- Community growth. Perhaps most importantly, Atlantic Park creates a shared space where beginners and experienced surfers can ride side by side, expanding participation and making surf culture more inclusive. This is where local marketing and community relations become critical. Long-term success will depend on intentionally engaging veterans, individuals with disabilities, kids and teens from urban areas and even non-surfers who may be encountering the sport for the first time.
From my perspective as a 25+ year PR/marketing expert, Atlantic Park is a great case study. It blends technology, culture, lifestyle, and economic development into a story with broad appeal: from local news to national travel publications. Time will help to determine what needs to be done to generate long-term success and revenue. Being nimble and adjusting on the fly will be key to success. In the meantime, I’ll keep surfing it and enjoying the waves.
If you are developing a surf park and need help navigating approvals, community engagement or public visibility, or if you are already operating and looking to strengthen marketing and promotion, I am always open to a conversation. Commonwealth Public Relations is actively working in the surf park space and can bring both industry understanding and strategic communications experience to these projects. I can be reached at surfparkpr@commonwealth-pr.com.
