by Francis Jackson, Pico Play
The first time I stood at the edge of a surf park was in 2019, at Surf Snowdonia in Wales, watching a group of surfers catch wave after wave. I still remember my daughters gearing up for their first session, the anticipation, the nervous laughter, the thrill of doing something new. As a parent, but also for those participating, these moments are what truly define memorable experiences.
For someone who grew up surfing every day on Sydney’s northern beaches, the paradox was real. Back when I was a grom, the idea of structured surf lessons was almost heresy. Old-school locals saw it as the antithesis of surfing’s free-spirited roots, a kind of “corporate invasion” into what was once fiercely unstructured.
Yet here we are, forty years later and not only are lessons the norm, but the pros themselves are embracing the concept. Surf parks have evolved far beyond pools with perfect waves. They’re becoming lifestyle anchors for communities and catalysts for entirely new kinds of visitor experiences.
Surf parks are now a distinct industry, with operators, investors, and communities rallying behind their growth. As more parks open around the world, a new question emerges. Are we consciously considering what truly drives lasting guest loyalty and community connection as part of the design process?
From my experience at Falls Creek Ski Resort, we engaged with Dr. Ross Honeywill (the originator of the NEO framework) to better understand what drives guest loyalty. Now, I’ve seen that surf park success is multi-faceted, smart investment, operational excellence, compelling programming, and community engagement all matter.
However, one element that’s subtle yet increasingly vital is intentionally designing for the New Economic Order (NEO) consumer – people who value meaning, self-expression, and authentic experiences.
Who are NEOs, and why do they matter?
The NEO typology identifies progressive consumers who shape the future of leisure, travel, and lifestyle markets. These guests aren’t defined by demographics alone but by a values-based mindset. While more prevalent among Millennials and Gen Z, NEOs are found across all generations.
They’re not just looking to be entertained; they’re seeking purpose, story, and the ability to shape their own journey.
Designing for NEOs isn’t theoretical for me. That early experience at Falls Creek made clear the difference between chasing trends and building something truly meaningful. This isn’t unique to surf parks or leisure destinations. Look at luxury hospitality, premium retail, tech, entertainment and sustainable consumer goods.
Brands like Four Seasons, Apple, Netflix, and Patagonia are putting individuality, personalisation, and authenticity at the heart of their strategy. In every case, embedding these values has become a hallmark of long-term loyalty and commercial success. NEOs are our repeat guests, brand advocates, and the ones who elevate our space from a venue to a movement.
NEOs also drive premium spend and word-of-mouth, making them commercially indispensable.
The three NEO traits that matter most
Among the broader NEO values, three are especially relevant to surf parks: individuality, personalisation and authenticity. These aren’t buzzwords, they’re structural principles. When embedded in your design and operations, they turn a transactional business into a destination with lasting impact.
Individuality: designing for self-expression
NEOs expect to be treated as unique individuals, not as part of a mass market. They value brands and places that empower them to shape their own journey, whether that’s through the gear they use, the community they join, or the way they express themselves on a wave.
I’ll never forget the guest who told me, after we developed a second, intermediate-specific terrain park in the ski resort, “This place finally feels like it’s for people like me, not just the pros.” What that guest was really highlighting was that they would likely never reach the Pro Park, and this new park allowed them to express their own personal style in that setting, giving them permission to be themselves.
The reality was that the Pro Park was more about branding and served as an aspirational anchor. That’s the power of designing for individuality. In surfing, you see it in the way each rider brings their own style and story to the water, making every session a personal canvas.
Today, modular programming, club competitions, and brand activations are the baseline in surf parks. However, as NEO research and market trends indicate, is it enough to stand out or foster genuine loyalty?
Personalisation: more than a custom wristband
For NEOs, personalisation is about being truly known and understood, not just offered choices. For them, it’s the difference between a one-size-fits-all itinerary and a journey that feels curated to the individual. Leading surf parks are now harnessing AI and digital systems. These can track guest progress, recommend tailored sessions, and even adjust wave settings in real-time.
True personalisation also means seamless, frictionless service. RFID wristbands and smart systems help recognise returning guests, eliminate check-in hassle, and provide a smooth, intuitive journey from arrival to surf to post-session recovery.
Personalisation should extend across the whole day, from surfing to yoga, remote working, dining, and shopping, dynamically adapting to guest preferences to create a fluid and holistic experience.
Authenticity: rooted in people and place
NEOs are quick to spot anything contrived. They crave genuine stories, local culture, and experiences that feel rooted in place and purpose. For them, authenticity is about more than décor; it’s about relationships, purpose, and trust.
The best surf parks are already doing this. They host inclusive sessions, partner with local schools and artists, run para-surfing and wellness events, and turn their venues into hubs of cultural exchange. Even infrastructure plays a role, using local materials, adopting sustainable energy, and creating design that “disappears” into the natural setting so guests can focus on what matters.
Designing for the NEO customer -let’s imagine the possibilities…
Designing for NEO consumers isn’t about adding surface-level touches. It’s about rethinking how the destination lives and breathes. Imagine when:
- Individuality is expressed where one can not only choose their session type, but also swap, reschedule, or upgrade it, whether that means trading with another guest, moving to a different wave size, or gifting a session to a friend without going through the administrative teams.
- Personalisation is powered by real-time AI that coordinates a guest’s entire day, from surfing to dining. A system where your surf session, yoga class, dining reservation, and even retail appointments are intuitively lined up and adjusted on the fly, based on your preferences in real-time.
- Authenticity is brought to life through adaptive cultural programming, dynamic events based on visiting guests interests and community partnerships that co-create the experience, not just a replay of last week’s schedule.
Setting the stage early: designing for life, not just waves
If we’re designing for life, not just waves, it starts long before the first render. It begins in the way we think about space, purpose, and possibility. From the earliest concept phase, it’s not just about sketching a lagoon and placing a boardwalk. It’s about imagining how people will flow through a day, not just an attraction.
That means leaving room for evolution. Not everything needs to open on day one. But future wellness spaces, event zones, retail, dining, even co-working or residential layers, they need a place to land if and when the time is right.
The real opportunity lies in making surf parks flexible by design. They should be adaptable to community needs, capable of hosting a festival one week and quiet moments the next.
When we map the guest journey with care and the back-of-house with smarts, we keep operational friction low, creative possibilities high, and infrastructure becomes invisible. What guests remember is not how it was engineered, it’s how it made them feel..
The wrap
What I love most about working on surf parks is that each one brings its own mix of people, energy, and potential. Whether it’s part of a major development or tucked into a local community, every project is a fresh chance to do something meaningful and make it feel like it belongs.
The ones that thrive are the ones that keep listening. They adapt. They create spaces that aren’t just beautiful on opening day, but still buzzing years later because they stayed relevant and real. The goal isn’t to impress someone once. It’s to keep them coming back, feeling like it’s their place too.
Designing with NEO consumers in mind doesn’t need to be complex. It’s really just about knowing what your guests care about, connection, story, belonging, and making sure those things aren’t bolted on, but built in.
When one gets that right, it’ll speak for itself; it feels alive. Guests don’t just show up for waves. They return for how the place made them feel. And in the end, that’s the part that lasts.
The NEO typology was developed by Dr. Ross Honeywill. It is referenced here with acknowledgement of his foundational research in consumer segmentation.
