Colliers International, the destination development expert, has announced the opening of The Wave inland surf destination near Bristol, UK.
Colliers International is pleased to announce that The Wave, a new inland surf attraction near Bristol, will open next month. Colliers is a market leader in surf park development advisory and provided market viability and business planning services to The Wave.
Surfing attractions are growing in popularity around the UK, particularly in the South West, meaning this new development at Easter Compton, near Bristol, is ideally located. It is the second surf park to open in the UK.
High-quality waves
“This is innovation in the South West that is right on trend, far beyond the surfing itself,” says Matt Hyslop, Destination Consulting lead at Colliers International. “The Wave reflects innovative thinking in technology, business model and attitude, and is a perfect fit with modern consumer expectations.”
The surf park sector is growing fast. A surf park attraction usually consists of a man-made lagoon with a surf machine that generates waves. Compared with surfing in the sea, this model provides reliable and consistent surf conditions, meaning operators can offer lessons, events and parties year-round.
“While the principles are very similar to other surf parks, The Wave is really quite a different proposition,” adds Hyslop. “It is the first destination in the northern hemisphere to offer Wavegarden Cove wave-making technology. This promises a lot of high-quality waves, for all abilities.
“The lagoon provides up 1,000 waves of varying sizes and shapes an hour – around one wave every 10 seconds. Heights start at 50cm and peak at 1.8m, providing sport for all ability ranges from first-timers to Olympic hopefuls.”
A premium surfing experience
This innovative new attraction is a significant step for Bristol and the South West of the UK. It will provide a unique combination of visitor attraction, health club, resort and sports centre. The brand ethos is centred around the ideas of wellbeing, inclusivity and having fun in the fresh air.
It will offer a premium surf experience, with a one-hour surf lesson costing £40-45 for an adult and £30-35 for a child, including all equipment. Coaching sessions will also be available, at a cost of £55-60 for adults and £45-50 for children.
“Since the 2008 crash, the ‘staycation’ trend has been prevalent in the UK. At first, it was born out of necessity with strapped-for-cash holidaymakers opting out of more expensive overseas trips. But since then, both consumers and the industry have realised we have an excellent visitor offer in the UK, with amazing places and experiences that hold up to international comparison,” says Hyslop.
“The Wave will help evolve and grow the sport of surfing, especially in the South West. Its innovative approach and offer should reach beyond surfing and is an internationally significant project of which Bristol and the South West should be proud.”
Hyslop is based in the company’s Bristol office and has over ten years of experience advising on destination development with Colliers. He has previously worked with London’s Olympic Park, the Victoria & Albert Museum and the National Trust, as well as the Eden Westwood leisure destination in Devon and Cardiff Bay Barrage.
