Surf park developments are increasingly adding hospitality, wellness and lifestyle programming as operators seek to broaden the appeal of artificial wave destinations beyond surfing itself.
The latest example comes from The Sitio, a 20-room boutique hotel at Atlantic Park in Virginia Beach, which has introduced a range of wellness-focused offerings including in-room spa services, yoga classes, fitness programming and surf-related concierge services.
The hotel is part of the Atlantic Park development, anchored by North America’s first Wavegarden Cove surf lagoon.
“As its Spanish name suggests, we want The Sitio to be ‘the place’ where guests can immerse themselves in surf and coastal culture, art, music and dining,” said Lacy Peterson, general manager of The Sitio. “Inspired by our surroundings, the hotel’s wellness-minded offerings are intended to help guests rest, reenergize and connect during their stay.”
The additions reflect a broader shift in the surf park sector toward creating multi-day destination experiences that combine surfing with accommodations, food and beverage offerings, fitness programming and wellness services.
Through a partnership with The Well Virginia Beach, guests can book in-room spa treatments including massages and facials. The partnership also includes sunrise and sunset wellness experiences and pop-up events scheduled throughout the year.
Guest rooms are equipped with yoga mats, and visitors can attend weekly yoga sessions overlooking the surf lagoon. Guests also have access to Atlantic Park’s Surf Wellness series, which includes workouts, mobility training and recovery sessions. Additional programming includes outdoor fitness classes and yoga and pilates sessions.
The hotel’s concierge team can also arrange surf sessions, private lessons and in-room surfboard delivery. The property offers a Surf & Stay package that combines accommodations with access to the surf lagoon.
Beyond surf-related activities, guests have access to complimentary e-bikes for exploring the Virginia Beach Oceanfront and ViBe Creative District, along with wellness workshops planned throughout the year.
Food and beverage offerings have also become a common component of surf park developments. At The Sitio, The Sunroom bar and lounge serves breakfast items, juices, smoothies, functional beverages and mocktails.
The Sitio opened in March as part of Atlantic Park’s mixed-use development, illustrating how surf park projects are increasingly combining wave technology, hospitality, wellness programming and dining within a single destination. As the sector matures, operators are placing greater emphasis on ancillary experiences designed to serve both surfers and non-surfing guests.
