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As retailers struggle, wavepools become a viable option

A proposed wavepool set-up © American Wave Machines



Surf Culture

American Wave Machines wants to put wave pools in US malls

Surfersvillage Global Surf News, 11 May, 2015 - Solana Beach, California - Forget the annual Christmas binge shopping. Surfers might be flocking to malls regularly, if American Waves Machine has anything to do with it. 

The Solana Beach-based wavepool company is hoping that their stand-alone wavepools can revitalize and reinvigorate a stale mall economy. 

CNBC reports today that the company is hoping to change the whole premise of what a mall's anchor store entails: "Robert Reynolds, chief operating officer of the company that designs and manufactures surf pools, said American Wave Machines' technology possesses all the same qualities a traditional anchor tenant is supposed to have, minus the old-fashioned box.

For one, Reynolds said his company's surf pools encourage consumers to visit a mall, often on a repeat basis. For another, they increase the amount of time people spend on the property. The pools also drive food and beverage sales incrementally higher, as visitors post up to watch surfers master the waves—or wipe out.

"For malls that are more challenged because of the marketplace or as the economies have changed, they're looking at this as something they could put across their portfolio," Reynolds said...

Its third retail pool is set to launch at New Jersey's American Dream megamall, a project whose much-delayed opening is slated for the second half of 2016. Reynolds said the company is also in "advanced conversations" with larger mall owners, who are interested in including the technology across their portfolios."

You can see some American Waves Machines wavepool action below:


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