Since Atlantic Park Surf began operating in Virginia Beach, its programming has expanded beyond simple hourly surf sessions. In a reflection of the greater sophistication in the space, APS has introduced surf packs, revised its wave menu and developed recurring programs spanning surf competitions, wellness, films, music and community initiatives.
Marketing director Alex Smith works on the customer side of that process, using booking data and feedback to shape products and programming. Smith also brings a background in surf photography, including shooting OG wave pool contest Stab High in 2018 and 2019. WavePoolMag spoke with Smith about Atlantic Park’s first months of operation, its programming strategy, and photographing predictable waves in a controlled environment.
And what is your job title here at Atlantic Park Surf?
I’m the marketing director for Atlantic Park Surf.
Okay. And what does that mean, exactly? Give me a shopping list of duties.
Shopping list? Wow. So from high-level to creating the campaigns with the team, but really the work behind the scenes that gets you there. So looking at the data, working with the team on the products, how they’re performing and really understanding our audience and our community that’s here who engages with us and making sure that we’re speaking to them in a way that not only is channeled to that audience, but it resonates with them and wants them to be more involved in the space. So really looking at that and making sure we’re creating opportunities that people want to do. Understanding the business need from that side, but also understanding the community need, meeting that in the middle.
So what is something that would meet all points from the business side and also from the community side?
Yeah. So I mean, some initiatives like we just released- we launched our surf packs for this spring. So essentially it’s an opportunity where people can buy sessions in bulk. They get a little bit of a kind of economies-of-scale-style pricing. So the more sessions you buy, you can get them at a tighter rate. So with that, it’s really about understanding and hearing people. It’s seeing that they want to have these opportunities where they can purchase a large amount of sessions, come out to the park, and enjoy it. And for us, it’s better to create a product that those customers can not only align with, but that helps with their habits coming into this space. So making that ease for the visitor and our surfer, so they don’t have to go in and book each individual session every time. They can go in and book their six sessions or 10 sessions; however, that might be with those surf packs.
We also did go through our maintenance period over the winter, and through that period, we revisited our wave menu. Through last fall and through this winter, we launched a few more exclusive surf levels. So we did our Advanced Plus and our Pro Barrel in the fall. And then we added the Winter Warrior over the winter season. And they performed super well. People resonated with them. They were in high demand. So when we did our maintenance period, we were like, all right, we got to revisit this menu. And we know people like those sessions. How can we add them in so they’re not just a one-off?
We also took all of our sessions and completely rebuilt the naming convention of them using a lot of what was set up before. So there was that resemblance. And it wasn’t something completely new for the guests to have to learn again. But through that process, we added those wave menu items back in. So it wasn’t this one-off anymore. Now they can enjoy those sessions at any time of the year.
With the wave menu, are you finding how much room there is to adjust? If you started with a certain session level and it just wasn’t filling, are you able to adjust weekly or monthly?
Yeah. So we look at our booking system daily to see how sessions are filling up. And we worked closely with the team to build out a menu where these sessions aren’t overlapping. So you’re not seeing, maybe, an expert barrel right before a barrel. We worked really closely to build out a menu that spread those out. So not only to provide more variety daily to the guests, but also to allow surfers to have a small break before they jump into the next session.
So if I’m coming out and I want to surf an expert turn and then maybe do a different session, giving them a little bit of time between to catch up, rehydrate. So with that, we haven’t really seen those specific gaps because we built that out intentionally. But yeah, that’s something that- how we look at our system is 45 days out. So you can see sessions 45 days from the day you’re booking. And we look daily so we can then see trends for going into summer season and so forth, and how we might need to adjust some sessions.
Is there a definite trend going into certain seasons, which sessions are more popular and which are less popular?
I would say, mid-level to more avid surfers during shoulder season. And during the summer, a lot more of the beginner through mid-level. So that first-hand side, we’ll be offering all session levels, of course, throughout the whole year, but looking at those specific things and making sure, for the visitor space, since Virginia Beach is a strong resort area, especially in the summer with over 14 million visitors coming to Virginia Beach annually, making sure that we have sessions for them to be able to experience surfing as well.
Okay. Now let’s talk about the more sparkly part of your job, events. When you get to do something and it’s fun and it’s a one-off. How do you find value in something like a surf contest that’s just a one-off event?
We’ve hired a director of events. So Tracy on our team, she really helped spearhead a lot of the logistics in the back end. Our team on the marketing side is more of that customer connection and understanding what sort of event is going to attract and be something that the surfer locally or the visitor who’s coming in equally can come out and enjoy.
So we have a few different ways we’ve approached it. We look at daily programming. So things that someone who’s purchasing a beach pass, coming to hang out for the day, can just be a part of and enjoy. And then also looking at more specific event formats. So monthly surf-style competitions, quarterly larger pillar events around the arts, the music, the surfing as well. But looking at our larger pillars as a larger Atlantic Park destination.
And then semiannually or annually, looking at these larger, even bigger activations, festival-style moments, which we’re working and building out internally. But from the guest experience side, for example, the programming, we’re looking at a lot of our pillars. So things that tap into surfing, wellness, more of the music vibe, the art vibe that is rooted in surf culture. And with us having that existing culture here, we’re providing them with this stage, with this amplification to be able to do that.
How do you build longevity with your guests?
This isn’t a transactional experience. We don’t want you to come out here, surf once and be, all right, checked off the list. We want you to come out, feel like you’re part of this space. You’re part of our community. Enjoy your session. Have an experience catching that first wave, which, as you know, is something that you’ll remember for the rest of your life, but then also be able to build that relationship with us and come out time and time again, whether it’s for a unique event moment where we’re doing a surf demo or a really cool educational surf class, talking about different techniques on things, or music opportunities, something that’s more social.
We want to build these different experiences, different touch points with our guests where they feel like it’s something that it’s this epicenter of culture for the community and also for the East Coast, where we’re trying to create a space where surfing can exist, not just in the lagoon, but on the beach too.
You mentioned you have basic pillars that you revisit to help guide Atlantic Park Surf
So, our pillars are arts, music, surf, of course, and community. These are a few ways that we activate this through our programming is our surf wellness program. So we work with a local gym here just a few blocks away in the Vibe District. They come out and do a surf-focused class that hits on muscles that you use in surfing. So really, to get better mobility for surfing and strength to better progress your surfing, which goes hand in hand with our brand.
So surf wellness. We also are going to be doing Sound Waves. So that’ll be our music programming. That’ll be occurring more between Memorial Day and Labor Day. So essentially, DJs, bands, things that are really looking at surf-centric groups that are part of the Virginia Beach community and some more regional to bring that essence and vibe here to the park.
So those are two kind of, I would say, branded programs that we’re looking at doing recurring. And then things like the Dream Team Challenge. So that’s one of our surf competition formats that we’re looking to host annually, but it’s a team-based competition. Each team has a grom, a gal, a geezer and an OG. So kind of going through each one, the grom is your surfer 15 and under, gal is your lady surfer, geezer is 45 and over, and then the OG is your wild card slot. So they’ll be competing head-to-head in the lagoon this weekend, presented by Wiseguy Pizza, which is our pizza space here on site at Atlantic Park.
This space really allows you to hone in and progress a lot more efficiently than you would in the ocean. So really try and provide that extended opportunity and experience for the guests so they can have that when they’re on site. So that is part of the programming. If you have a beach pass and come on site, you can do that during your visit.
And really looked at trying to activate something within the local regional surf shop community too. So a lot of the teams that are coming out are surf shop represented, and some are coming from as far as New Jersey and as far south as South Carolina. So I’m really just trying to create this space where we can do these unique events and different style judging, formatting, and having fun with it.
And there’s Surf Cinema where we’re really trying to elevate that experience of people who are coming out and on the beach already. So if you’re hanging out, you’ll see us setting up for Surf Cinema, working with a few different sponsors and partners. So we’ve shown a few Rip Curl films. We’re working with Stab on showcasing some of their cinema here. So really fun moments just to get the community out and engage with those opportunities.
And then looking at also the Sound Waves, which is more activating with local musicians and DJs, reflecting the surf culture here in Virginia Beach.
Bonus: Interview with Alex Smith, the photographer who was at Ground Zero for Stab High in 2018.
What is your photography background?
My inspiration for photography came through surfing. Growing up in Virginia Beach with two siblings, we would often travel to the Outer Banks to surf. We’d get these really crazy swells that went undocumented because it was just the three of us trying to find a hidden peak, sometimes with others, but usually without anyone there to shoot. Eventually, I picked up a camera and got really into it. That drove my passion for photography through my years at university. Through friends I met there, I got connected with a few different brands like Stab Magazine. That’s how I ended up doing photography for the 2018 and 2019 Stab High events. Being in those surf parks at that time—it was so new and such a different format—it definitely felt like this was going to change the industry forever. It was really cool to be a part of that.
What was it like shooting your first wave pool sessions at Stab High 2018 and 2019? Were there any creative challenges?
It was unique. Unlike the ocean, you know exactly where the ramp will break and where the landing zone is. The challenge was more like, how close can you get without getting landed on? There were a few times where I was in the spot and could feel fins going by me. That was the cool part—being that close. With all surf technologies, it’s about learning how the water moves. Every surf park is different. Getting used to that and feeling it out first lets you get more creative later. That’s something the surf park industry offers. You’re not just dealing with currents, sandbars, and reefs. You can really set your spot and learn the wave and the technology. Once you do, it helps push your creative limits in photography. And then you’re always expanding from there—trying not to get run over.
What’s the easiest part of wave pool photography?
The predictability. Knowing where you can sit and get a really good angle. There’s also that reassurance when you’re with a group of people who may not be used to being in the water with cameras. You can communicate with them easily. We’re all right there. It’s a pretty cool vibe, especially when you’re with the same group for that hour or for a private event.
What are the challenges of pool photography? Is there a competitive aspect—like wanting a shot no one else has?
Definitely. What’s unique here, especially at Atlantic Park, is how insanely clear the water is. That gives you access to other angles—shooting through the water and through the wave—that don’t really look like anywhere else. Especially with the backdrop of the dome, the music venue, and the beach environment. Once everything is complete, you can find some pretty unique angles.
Has shooting here improved your skills as a photographer?
I think so. It’s improved my skills and reignited my passion for surf photography. Not just in the water, but also on the beach. Seeing everyone’s reaction to the space—it’s the first Wavegarden Cove in the U.S.—gives it a vibe I don’t think many people have felt before. Especially with the local surf community here. I feel like most of them probably haven’t surfed wave parks before. It’s cool to see that come to life and to capture that in the water, from professional athletes to the daily surfer. Also capturing their reactions on the beach—it’s great to see how stoked they are.
