Industry: Sydney pool enters partnership with Applejack Hospitality

Sydney-based hospitality group Applejack Hospitality announced a food and beverage partnership with Sydney’s first wave pool, URBNSURF. Founded in 2011 by Hamish Watts and Ben Carroll, Applejack own and operate 8 venues including The Butler Potts Point, Bopp & Tone, Forrester’s, and hatted restaurant RAFI North Sydney.

Set on a 3.2-hectare site, URBNSURF Sydney will incorporate an immense events space next to its lagoon, which can host up to 2000 people for large scale events including live music, shows, unique sporting events, and more. Other amenities include a Surf Academy, Cabanas for private use, a 20m leisure pool and 8m kids pool, playground, surf-skate park, retail store, and a health and wellness studio. Applejack are the food and beverage partner for the entire precinct and will be providing a variety of different food and beverage offerings onsite. These will include servicing the cabanas and event lawns, an upper-level, premium dining experience with rooftop terrace, and a waterfront cafe and kiosk-style offering on the ground floor.

The URBNSURF partnership comes during an exciting growth phase for Applejack, with further projects in the pipeline for 2023 and onwards. Both companies have strongly aligned business values and Applejack are excited to partner with a wave pool . Owners Hamish and Ben are both avid surfers.

“We’re diving headfirst into a new market with our biggest multi-site precinct to date, joining forces with fellow trailblazers who share our passion for pushing boundaries,” said Ben Carroll. “We will deliver our signature Applejack style of food and drinks in an incredible space to complement the epic URBNSURF lifestyle. As we add unforgettable events to Sydney Olympic Park’s booming cultural calendar, we’re also thrilled to open new doors for our talented team to thrive in the hospitality industry in a truly unique and immersive setting.”

URBNSURF Sydney will be the first ever surf park in New South Wales, and the second commercially run in Australia. Opening at Sydney Olympic Park in Autumn 2024, it will provide surf all year round, for more than 1000 visitors daily, making surfing more accessible, for people of all ages, abilities, and backgrounds.

“It is so exciting to be able to partner with a group who are passionate and aligned with URBNSURF’s brand ethos,” said CEO Damon Tudor. “We know that our members and guests are going to feel like they’ve got everything they need from any of the Applejack offerings on site.”