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American Wave Machines launches standalone surf entertainment concept, Offshore Surf


American Wave Machines, Inc. (AWM) has launched a brand new, standalone surf entertainment concept, Offshore Surf, combining an authentic surfing experience with food, bar and retail.

greg lombardo ceo offshore surf
Greg Lombardo, Offshore Surf CEO

To lead the global roll-out is former Senior Vice President of Global Live and Location Based Entertainment for 20th Century Fox, Greg Lombardo, who joins the company as Offshore Surf CEO.

Powered by the company’s breakthrough SurfStream technology, Offshore Surf greatly expands the traditional surf market, delivering a deep-water surfing experience on real surfboards on a compact footprint.

Visitors can test their skills at every level, surfing everything from soft rolling whitewater waves to hollow right and left barrels.

“We are thrilled to welcome Greg Lombardo as CEO of OffShore Surf. With a number of successful venues featuring our SurfStream® technology providing proof of concept for the out-of-ocean surfing market, we knew it was time to develop a standalone surf venue brand,” says AWM’s founder, Bruce McFarland.

“Greg’s expertise and more than 25 years of experience with many of the world’s top entertainment brands makes him the perfect choice to lead OffShore Surf. With Greg on board we’re going to bring the ultimate entertainment experience to millions around the world, engaging both beginner and expert surfers alike.

With traditional retail no longer the mainstay of the high street, Offshore Surf offers a highly repeatable alternative leisure offering. Appealing to a wide range of customers, from millennials to families, the concept is designed to drive traffic both day and night.

‘Tremendous appetite among consumers for micro-destinations’

The timing of this launch couldn’t be sweeter, as surfing approaches its debut Olympic appearance at the Tokyo 2020 Games.

“There is a tremendous appetite among consumers for micro-destinations that deliver a unique and socially shareable experience,” says Lombardo.  “Surfing is one of the most aspirational sports in the world but until now, access to good waves has been a major barrier to entry.”

American Wave Machine surfing entertainment

“Backed by American Wave Machines technology, OffShore Surf offers everyone, everywhere an opportunity to catch their perfect wave in an authentic, safe and welcoming environment.

“I’m incredibly excited to lead the roll-out of this visionary sports entertainment product to markets around the world. You no longer need to live near an ocean to enjoy the sport and culture of surfing because OffShore Surf brings the waves to you.”

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Charles Read

Charles is Managing Director at Blooloop. He attends numerous trade shows around the world and frequently speaks about trends and social media for the attractions industry at conferences. Outside of Blooloop his passions are diving, trees and cricket.

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