Trade shows at their worst don’t make any sense and seem attractive only to people who thrive in crowded indoor environments or simply wish to add to their growing lanyard collection. Most humans I’ve met don’t fit into either category, yet here we are each year making the rounds, shaking hands, tucking biz cards into our pockets, and grabbing souvenir koozies. But the idea of a trade show, the genius of it all, is the hyperfocused pairing of vendors and buyers. This is what keeps us coming back. 

Today wave pools and surf parks are at a crossroads – where do we meet, greet, and generally do business? Options include Surf Park Summit, WWA Show, and IAAPA (International Association of Amusement Parks and Attractions.) We got to wondering, does IAAPA do surfing? So this year WavePoolMag attended IAAPA Europe in Amsterdam to see if surf does intersect with the amusement park industry. 

Here’s what we found.

The 2024 IAAPA Expo Europe set a record with approximately 17,370 registered attendees, the highest in the region’s history. Meanwhile, the 2023 IAAPA Expo in Orlando drew more than 36,000 attendees and featured 1,147 exhibitors at the Orange County Convention Center, which covers a leg-staggering 550,000 square feet. Entry to IAAPA Europe is a deal, just $150 to $200 for three days of full trade floor access.  

How much of that is wave pool ephemera and the supporting of related businesses? It turns out that each year IAAPA pushes surf more and more.

Paul Chutter, CEO of Endless Surf, said that IAAPA is undergoing a significant evolution and expanding in scope. He noted that location-based entertainment, games, sports, and emerging models like Topgolf all align well with the surf pool industry.

“I think in many ways it’s a natural evolution to have surf incorporated into IAAPA,” said Paul. “But equally what we’re seeing is that IAAPA very much has surf on its radar and is chasing this space as well. Iaapa has always really strived to grow its tent. And as this particular space has come online and grown, both in terms of its popularity it doesn’t come as much of a surprise that IAAPA is in tune with surf pools.”

Walking around the show floor is akin to a trip through any amusement park. Companies show the latest carousels, whack-a-mole, VR setups and other amusements (robotic dinosaurs were everywhere this year for some reason). 

Bruce Quay of ADG said exhibition at IAAPA focuses on “amusement theming” and highlights the increasing importance of water attractions and water parks within the industry. 

“Both indoor and outdoor water features, including wave pools, rivers, and surfing attractions, are essential for meeting the diverse needs of various regions, including Europe, the Middle East and the United States,” said Bruce. “The understanding and awareness of the role of water in creating aquatic experiences is rapidly growing.”

Bruce’s business partner Julie Kline says the biggest attraction at a water park is always the wave pool. 

“As surf is now becoming more and more popular year after year with the Olympics and more and more surf parks opening, we’re seeing an increase in the attraction industry in education as to what are the different types of surf experiences,” said Julie. “This goes beyond just the different types of technology, and includes finding a way to make that business model work – something that is being incorporated more and more into the attraction space.”

With the Olympics and Gabriel Medina’s Floating #1 image fresh on the world stage, it makes sense that surfing is piggybacking on wave pools to integrate with good, wholesome amusement attractions. There’s even talk of holding Olympic surfing in wave pools, which would spark a new gold rush in surf parks.

But even without the rings we are seeing an impressive expansion and diversification of concept and branding. From The Wave’s neo-hippie earthiness to the Palm Springs Surf Club’s core-surfer-party weekend design, business models for surf parks are as colorful and abundant as gumballs nestled side-by-side in a machine.

But it wasn’t always this way and there was a time when surfing was still that fun-but-kind-of-odd friend who never quite had a real job. Tom Loctefeld remembers.

“When I first came here, I think it was back in ’82 or ’83 it was just for water parks and there was no concept of surfing, it was just zero,” said Tom. “To do a surf pool, the market was just not available. And even today, it is still early in the development of the market.”

Tom said part of that growth will happen with the proliferation of smaller, more affordable pools that can be installed in a wider range of locations. 

“It’s evident that there is a significant demand for beginner-friendly and smaller pools, as many people aspire to learn to surf,” added Tom. “While there is still a desire for the ideal barreling wave, a balance will be achieved over time, leading to increased growth.”

The next IAAPA event is in the USA at the Orange County Convention Center in Florida.