The Rise of Action Sports Destinations
Three lessons for developers adding action sports to the mixed-use mix
Across the country, action sports and entertainment attractions, from surf parks and climbing facilities to golf experiences and adventure venues, are emerging as anchors for mixed-use destinations. These experiences attract visitors, create memorable moments and give people new reasons to gather. But as developers embrace this trend, the question becomes less about whether to include an entertainment component and more about how to make it successful.
Atlantic Park in Virginia Beach offers an example of what that looks like. Centered around North America's first Wavegarden Cove surf lagoon, the mixed-use destination combines surfing, residences, retail, restaurants, office space and a flexible live entertainment venue. While the surf park is its signature attraction, the project's greatest strength is how it reconnects people not just to recreation, but to the surrounding community.
For Cooper Carry, that reflects a larger design principle: creating meaningful connections to place. As mixed-use destinations continue to evolve, Atlantic Park reinforces three important lessons for developers considering action sports as part of the mix.
1. Know Your Customer
An exciting attraction doesn't automatically translate into a successful mixed-use environment.
"The first question I ask is, 'Do you know who your customers are?'" says Daniel Sweeney, Principal at Cooper Carry. "These entertainment and sports attractions don't necessarily mean cross-shopping, so you need to understand whether the different user groups actually align."
A regional attraction like a surf park may draw visitors from hours away who spend most of their time surfing before heading home. Local residents, on the other hand, may visit for restaurants, concerts or everyday amenities. Understanding those behaviors early helps shape everything from programming and leasing strategy to circulation and public spaces.
Rather than assuming one attraction serves every audience equally, successful destinations recognize that different users interact with a place in different ways.
2. Curate the Right Mix of Uses
Defining target customers provides the foundation for curating a complementary mix of uses, recognizing that while entertainment may drive initial visits, the broader experience determines if they stay.
At Atlantic Park, the surf lagoon is complemented by restaurants, retail, multifamily housing, office space and The Dome, a modern entertainment venue, creating activity throughout the day and across seasons. That intentional mix is already translating into strong leasing momentum. Completed in August 2025, Atlantic Park's retail district includes more than 91,000 square feet of retail space, with 84% leased and 78% already open as of July 2026. Four additional tenants are expected to open in early 2027. The tenant mix has been carefully curated, with restaurants making up more than half of the retail offerings.
"The way to encourage visitors to stay longer is by giving them more reasons to explore. Build a food and beverage program with a range of offerings so people don't simply come for the attraction; they spend time experiencing everything around it."
The multifamily component was designed with the same customer-first mindset. Rather than offering a one-size-fits-all product, the community features 40 floor plans across studio, one-, 1.5-, two- and three-bedroom layouts to appeal to everyone from young professionals and families to second-home buyers. The variation helps create a resident base that supports restaurants, retail and entertainment throughout the week, not just on peak event days. As of July 2026, the community is 76% leased, with 65% of units occupied, underscoring the demand for living in a destination where dining, recreation and everyday conveniences are all within walking distance.
The goal isn't to surround an attraction with supporting uses. It's to create a destination where each component strengthens the others, generating energy that extends well beyond the main event.
3. Connection to Place
Connection to place begins with understanding the people and neighborhoods a project is designed to serve.
For Atlantic Park, that meant more than introducing a new destination. The project reconnects Virginia Beach's creative ViBe District with the oceanfront after decades of separation created by expansive parking lots. Curving pedestrian paths, architecture inspired by waves and locally rooted design references help the development feel distinctly Virginia Beach rather than a destination that could exist anywhere.
That mindset also shaped The Dome, which functions as more than a concert venue. In addition to performances, it has become a gathering place for graduations, community events and local celebrations, extending its value far beyond entertainment.
As action sports destinations continue to gain momentum, the most successful projects won't simply add another attraction. They'll create authentic places where recreation, community and everyday life intersect.
Note: Cooper Carry served as Architect of Record and collaborated with Hanbury, who also acted as Design Architect along with Cooper Carry and Gensler, on the Northwest Block and North Block Mixed-use as well as the Venue. Hanbury provided full Design Architect and Architect of Record services on the project’s WaveGarden and Beach.
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