Riding the wave of growth: URBNSURF's move to Parramatta
Where surf lifestyle meets city energy. URBNSURF Group brings beachside cool to our Unrivalled River City, tapping into Greater Sydney’s outdoor-loving adventurous crowd. With easy transport links and a booming youth market, this store proves you don’t need a coastline to make waves. Watch how they built their brand inland and see how Parramatta Means Business.
Curious why the world's largest surf park company pioneer picked Parramatta? Watch the video case study.
Retail Category: Experience / Lifestyle / Recreational Activity
From Melbourne to Parramatta, URBNSURF Sydney has redefined Western Sydney’s leisure landscape. Officially opened in 2024, this next-generation wave park in Sydney Olympic Park delivers perfect, surfable waves every day and places world-class adventure sports on Parramatta’s doorstep. Hear from their CEO Jennifer Vandekreeke about why Parramatta was the perfect location for their new Sydney premises.
URBNSURF brings together recreation, tourism, and lifestyle. As the largest surf park company in the world, they want to be a bigger destination than the Bridge Climb and bring more tourists out to the where the action is in the heart of Western Sydney.
With their origins in Melbourne, when URBNSURF Group decided to expand their business into Sydney, Parramatta's centrality and the established recreational hub in Sydney Olympic Park made it the logical choice for them.
“The amazing thing is since we launched, we've been running at over 80% occupancy every single month and during the summer months we've been operating at over 90% occupancy," says Jennifer Vendekreeke. “So clearly there was a lot of demand for this type of experience, and we absolutely chose the right location as everyone can get here from anywhere in Sydney.”
Attracting thousands of visitors, supporting local jobs, and leading the way in learn-to-surf and water safety in the region, URBNSURF is driving momentum for a bold, experience-rich Western Sydney. Its presence signals the region’s readiness for transformative experiences and high-impact destinations.
"Parramatta represents the future of Sydney. It's almost East now compared to where the majority of the population is now,” says Jennifer Vendekreeke. “It's a new Dawn for all of Western Sydney and we're really excited to be part of it.”
Here's what you can experience at URBNSURF Sydney
- Lagoon with consistent, safe, high-performance waves.
- Surf coaching and beginner lessons.
- On-site restaurants, Rip Curl surf shopretail, and spectator areas.
- Events, community programs, and surf culture activations.
Opening Hours: Open 7 days a week in summer, ranging from 6am until late nights, and shorter hours during winter.
Location: 15 Hill Rd, Sydney Olympic Park NSW 2127
About Retail In Parramatta
5 success stories. 1 strategic location. Explore why Parramatta is Greater Sydney’s retail engine.
From surfboards to succulents, streetwear to sketchpads and vinyl spins, discover why these 5 local retailers chose Parramatta. With its booming foot traffic, diverse community, and central location, Parramatta is a city on the rise and its business community is rising with it. Watch these retailers’ stories in our new video case study and discover why Parramatta Means Business.
