The Citywave wave generator will be the main entertainment at Goodsurf, a new restaurant and bar opening in the old Sandbar site near Deep Ellum. Photo courtesy of Goodsurf.
Goodsurf, a new restaurant and bar with a stationary wave generator, is opening at the old Sandbar Cantina & Grill site near Deep Ellum.
Sandbar, a restaurant and bar with sand volleyball courts, closed earlier this year after more than a decade in business. Its lease was up and could not be renewed, said Mike Morgan, one of the venue’s owners.
Goodsurf will be the first restaurant owned and operated by Urban Entertainment Concepts; Lakewood neighbor Zach Shor and three business partners founded the company.
Construction is set to begin on the site on South Second Avenue this month, with a targeted opening of mid-to-late first quarter of 2024.
Shor, who has previously worked as COO at Topgolf and head of innovation at GameStop, said while he and his business partners aren’t restaurateurs, they all understand hospitality.
For Shor — who grew up in Dallas — Deep Ellum was the obvious answer when considering a location for Goodsurf. It’s the creative and artistic soul of Dallas, a hub for nightlife and forward-thinking restaurants and bars. And the area complements the vision for Goodsurf, Shor said.
“We think a lot of what Deep Ellum stands for aligns with not only what our company stands for but what the sport of surfing stands for,” he said. “Surfing has always been about inclusivity. It’s always been about diversity. It’s always been about creativity and a little bit counterculture, and I just think Deep Ellum embodies that to a T.”
Urban Entertainment Concepts owns the North American arm of Citywave, a surfing system that produces nonstop waves. Kids as young as 7 years old can surf on the Citywave, but it’s great for people of all ages.
The Citywave has a balance bar that people can hold on to while they find their balance. When the bar is lifted, only one person can be surfing at a time. Up to six people can surf every 30 minutes, and individuals and groups will be able to pay to reserve a time to surf.
Shor said they’re also working on a “dawn patrol” program, where people can surf early in the morning. The facility will also have showers, changing rooms and dryers for towels and bathing suits.
“We have everything for you,” Shor said. “Do your thing, and then do your thing afterwards.”
Goodsurf will have indoor and outdoor spaces for eating, drinking and hanging out. Photo courtesy of Goodsurf.
But for people who don’t want to surf, there will still be something to do. Customers can hang out on the covered patio, in a beer garden with yard games (think: giant Jenga), on the pool deck or in the air-conditioned, indoor dining room. Plus, Goodsurf’s owners intend to keep a few of the sand volleyball courts, Shor said.
“The wave is the center of the energy of the facility and sort of the soul of the business, but it’s about so much more than the wave,” Shor said.
Urban Entertainment Concepts is partnering with Ring On Hook to develop food and beverage menus.
Dishes haven’t been set yet but will feature Pan-American options with nods to surfing destinations around the world, Shor said. Cocktails will be playful and creative yet accessible.
“You’re not going to get the bamboo tiki huts and over-the-top, cheesy, surf, beachy stuff,” he said.
Coeval Studio, which has designed concepts including Smithy on North Henderson, Quarter Acre in Lowest Greenville and Harper’s in Deep Ellum, is the architect behind the project.
The coastal-inspired design will make some changes to the old Sandbar, but some elements will be maintained. Goodsurf won’t be too upscale, but it will prioritize natural light, open space and social interaction, meaning it won’t be filled with TVs.
“That’s really what Goodsurf is,” Shor said. “It’s the marriage of a best-in-class, unique food and beverage operation with one of the coolest ways to surf not in the ocean, and being able to the bring that to anybody, anywhere, any skill level and almost any age.”
