Commercial partnerships can really enhance a wave pool’s bottom line. And several brands have entered the chat with the likes of Tudor taking on several surf parks, the Endless Surf pool in Munich becoming O₂ SURFTOWN MUC and DryRobe’s continued expansion across Europe and America.
Most recently, URBNSURF and beer purveyors of Byron Bay Cool, Stone & Wood, have agreed to a three-year partnership. The deal makes Stone & Wood the official and exclusive beer partner across URBNSURF Melbourne and Sydney.
“URBNSURF is all about creating unforgettable moments in and around the water,” said James Miles, URBNSURF Head of Strategic Partnerships. “Stone & Wood share that same love for surfing, the coastal lifestyle and good times, making them the perfect fit for our parks. We’re excited to welcome surfers into The Stone & Wood Loft and share a cold one after a session in the lagoon.”
The partnership applies year-round throughout the surf parks and means Stone & Wood will also be available at Sandy’s and RAFI, the Applejack-operated venues located at URBNSURF Sydney.
As part of the partnership, The Loft at the Sydney wave pool has been relaunched as The Stone & Wood Loft which overlooks the lagoon and is positioned as a post-surf hospitality space. The refurbished venue is intended for use after private surf sessions, Boardriders Club activities, and corporate retreats.
