VIRGINIA BEACH, Va.—Atlantic Park Surf has named Mike Wallace vice president of sales for the Virginia Beach surf lagoon and entertainment destination.
Wallace will oversee brand relationships, sponsorships, and events at Atlantic Park Surf, the anchor attraction within the $350 million Atlantic Park development. The 10-acre project, stewarded by Pharrell Williams, opened last August and features North America’s first Wavegarden Cove surf lagoon.
Wallace previously served as global marketing director for Roark, a California-based adventure lifestyle and technical apparel brand. Before that, he spent two decades in Billabong’s marketing department.
“I have always been a fan of surf lagoons, and when I first saw Atlantic Park Surf, I was blown away,” Wallace says. “Not only is the wave amazing, but the amenities are world-class. From the boutique hotel and amazing shops and restaurants to a vibrant surf community and a fantastic team, this is a place unlike any other.”
At Atlantic Park Surf, Wallace will lead sales and sponsorship initiatives, working with lifestyle brands, surf media, surf shops, and corporate groups to develop events and private experiences at the venue.
“Mike joins Atlantic Park Surf during what’s shaping up to be a transformative season,” says Blake Hess, COO of Beach Street Development, which operates the lagoon. “We are excited to have Mike’s expertise and passion for the sport of surfing as we continue to establish Virginia Beach as an epicenter for surfing and entertainment.”
Atlantic Park Surf is scheduled to participate in a series of late-summer surfing events, including the East Coast Surfing Championships, Surf Park Summit, Super Girl Festival, and regional tournaments.
The lagoon has hosted thousands of visitors since opening and recently welcomed Stab High Virginia Beach, the event’s first U.S. edition since 2019.
Powered by Wavegarden Cove technology, the surf lagoon can generate up to 1,000 waves per hour across more than 20 wave types designed for surfers of varying skill levels.
