Ocean surfing is cyclical. Each season we chase swell to our favorite breaks (both nearby and across the world.) Digital surf platforms follow, pumping out the carnage of each big wave season, WSL contest updates and wetsuit guides with calendar precision. Exciting to watch? Yes. Predictable? Too much so.

But while fans cycle through the digital surf media sphere each year, there are those in the wave pool space busy re-inventing the whole damn cycle and by extension mapping out our seasonal future.

Urbnsurf Melbourne was on a tear in 2021, hosting events from Ferrari launches to club surf comps and even open-lawn cinema days. But it was their music festival that earned them outside recognition. The surf park’s “For The Love” festival won a Global IAAPA Award for “Most Creative Event” and made the finals list of the Australian Music Awards’ “Best Public Event.”

Run during the few breaks between COVID spikes, the event saw more than a thousand fans throughout two weekends. Headlining was surf personality Paul Fisher – yes the same dude who behind Follow The Fish TV and the infamous Penis Surfboard. Event-goers could even take a break from the press of bodies to take a surf in the pool.

“The For the Love series was an incredibly bold and unique event,” said James Miles of Urbnsurf. “It was a great learning experience and really established Urbnsurf as a music and lifestyle venue. The lesson though was that you’re only as good as the brands you partner within this space. For The Love are exceptional promotors, who care deeply about the experience they deliver.”

Urbnsurf also just wrapped their Outdoor Cinema Series. The 3-week series was hosted on the lawns with a pop-up bar from partners Gage Roads Brewing and onsite mates Three Blue Ducks. 300 beanbags were plopped on the grounds and guests watched the action on a state-of-the-art AV system while waves pumped in the background. The series included surf documentaries such as Girls Cant Surf, the Hollywood classic Point Break and The Curious Tales of Italo Ferreira.

“Surf movies hold such an important place in our culture and the Lawns lend themselves perfectly to this type of event,” continued James. “The Point Break nights were definitely a highlight. Guests were hooting and cheering at the iconic moments and having an incredible time.”