The current discourse in our industry drifts mostly between tech and F&B, while branding and messaging are often overlooked. After helping shape the O₂ SURFTOWN MUC brand and its partnerships, Stephanie ter Hürne is currently working on a handful of projects in Europe and elsewhere. Her job, as a sort of branding visionary, is to ensure that these surf parks clearly define themselves and carry out their mission through each phase of development.
You can scroll to the bottom of the page to listen to the full podcast episode. On the way, check out these five tips from Stephanie ter Hürne:
1. Build your own brand before you build a surf park.
You should know who you are before asking partners to join.
2. Build a real destination, not just a sports facility.
Think beyond surfing. Create a place where people love to hang out, spend time with family and friends, have a coffee, work, and want to come back to.
3. Choose partners that naturally fit.
Don’t just sell sponsorships or logo placements. Instead, build authentic partnerships based on shared values.
4. Integrate partners into the experience, not just around it.
The best partnerships improve the customer experience.
5. Think beyond opening day.
Commercial thinking, sustainability, and future growth all start with the first line on the master plan.
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