Innovative restaurant to start operations in Deep Ellum next year

Dallas, Texas - Set to launch in 2024's initial quarter, an unconventional blend of sports, food, and entertainment is set to hit Dallas's historic Deep Ellum district. The distinctive venture, named Goodsurf Dallas, will meld surfing, a restaurant, bar, and a beer garden, situating itself at 317 South Second Avenue.

The surf-focused venture, an offshoot of Dallas-affiliated Urban Entertainment Concepts, has gained access to the reputed Citywave technology by procuring Citywave North America.

The press release from the company earlier this week described Citywave as "the world's most user-friendly and genuine surf wave technology." Notably, Citywave North America is recognized for its stationary surf wave inventions, specifically its "deep water stationary waves," which can surge to an impressive six feet.

Zach Shor, the CEO of Goodsurf, recently elaborated on this technology and his ambitious plans to the Dallas Business Journal. Shor envisions incorporating Citywave technology in various environments like restaurants, residential buildings, hotels and resorts, and master-planned communities.

The Deep Ellum establishment will find its home in a property owned by Fonberg Investments, a local entity in real estate investment and development. Max Chanon, representing the landlord, and The Retail Connection, assisting both tenant and owner, facilitated the process.

Shor, whose career is closely linked to Dallas's Topgolf, revealed that Goodsurf's offerings will expand beyond surfing. In partnership with Ring on Hook, a highly-regarded hospitality consultancy, Goodsurf will offer a wide-ranging food and beverage menu. Ring on Hook has played a pivotal role in conceptualizing successful enterprises such as Home Run Dugout in Katy, Texas; the 12:30 Club in Nashville, Tennessee; and Sofia's Roman in Denver, Colorado. The menu will take its culinary cues from international surfing destinations.

Additionally, Shor emphasized the substantial role of Deep Ellum's vibrant culture and rich history in the decision to introduce Goodsurf in this locale, indicating a respect for the neighborhood's context and character.

"Deep Ellum is already the heart and soul of Dallas' entertainment scene," Shor said in a prepared statement. "We couldn't be prouder for Goodsurf to be a part of this vibrant community."

The highly anticipated venture, Goodsurf, is set to occupy the former premises of the much-loved Sandbar Cantina & Grill, which, regrettably, ceased operations earlier this year.

Building work on the location begins this month, with the goal for Goodsurf to welcome its inaugural patrons by the end of March.

Zach Shor, a seasoned business leader whose professional accolades include a stint as COO at Topgolf and leading innovation at GameStop, spoke about the unique aspect of Goodsurf's technology during a recent discussion.

“You do not have to know how to surf,” Shor said in the prior interview with the Business Journal. “You don’t have to be a surfer to really enjoy the experience.”

Further, Shor hinted during the interview at additional future plans for the Dallas-Fort Worth area.

“Obviously DFW is one of the strongest markets in the country and it is a really fun playground for entertainment concepts,” Shor said.

“A lot of folks’ first or first couple of entertainment concepts end up being in DFW, and I think there is a really good reason for that. So yeah, we do plan on being all over this market, whether it's the F&B-driven concept or just the Citywave (technology installed in other venues).”

Credit: Dallas Metro News, WFAA, Dallas Business Journal, GoodSurf