American Wave Machines Inc (AWM), artificial wave technology experts for the emerging surf parks market, have announced that they have been contracted to carry out the conceptual design, pre-development work and technology supply for Juice Box Surf owners group in Virginia Beach, VA, where the first surf retail centre is scheduled for opening in 2013.
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The Juice Box Surf centre will employ state of the art AWM technology and products for a range of attractions, including indoor and outdoor surfing and exhibitions, as well as surf camps, soft and hard good retail, training and contests. Thus allowing surfers to surf outside when the weather allows and inside when the weather isn’t so accommodating.
One of Juice Box Surf’s new features will be the world’s first standing wave machine, AWM Surfstream© model SS5032. This innovative technology will allow guests of all skill levels to surf, whether they are experienced or beginners, in a limited space. This is due to the programmable controls that allow numerous wave types in one machine. For novices there are training and intermediate waves designed to increase with rider skill levels.
Other activities guests can enjoy at the Juice Box Surf Centre include live music, watching and shopping, coupled with surf board manufacturing, a surf team and a full service surf shop all available to the public on the largest Surfstream© currently available.
For more experienced surfers, the signature wave is the standing 6’ barrel with 30’ of face to carve on. What’s more, the design incorporates both goofy and regular riders, as the set of wave modules can be assembled in left and right breaks.
“We’re stoked to be working with American Wave Machines, ” said owners James Simonin and George Smith.
“This is going to expand the surf market, coastal and non-coastal, combining the actual experience of surfing in a core setting with relevant merchandising. Juice Box Surf is an island for surfing where people can escape to with great waves, great food, live music and no worries. Together with AWM we have developed a robust and replicable model and can see this expanding.”
Bruce McFarland, President of AWM, spoke of his delight to be working with Juice Box Surfing, commenting on the great opportunity his company has to be working “visionary guys”.
“Surfstream© is creating an entirely new business model revolutionizing the way surfing is experienced. We’re ramping up to deploy systems worldwide including the resurgent US market. It’s a business that makes sense not only for surfers but for the new active public that seeks authentic, even extreme experiences for their recreation dollars.”