Global developer Aventuur and its Northeast Florida group of investors are starting to lay the groundwork for the 45-acre Jacksonville Surf Park they intend to develop in eTown.
The city is reviewing the proposed master infrastructure plan for the project.
Civil engineering and planning firm Prosser | Prime AE in Jacksonville submitted the plan June 27 for the site southwest of the Florida 9B and Interstate 295 interchange in South Jacksonville. The site is in eTown, a master-planned development by The PARC Group.
Aventuur Jax Propco LLC, based in Venice, California, is the owner of the land. The group announced June 2 it closed on the eTown land purchase for the surf park it intends to open in early 2028.
Aventuur said it would be its first U.S. surf park.
A deed recorded June 3 with the Duval County Clerk of Court shows Aventuur Jax Propco LLC paid almost $21.1 million for the property June 2. It bought the land from Westland Timber LLC, associated with the Davis family.
Pending approvals, construction is expected to start in early 2026.
The site data table on the master infrastructure plan provides the address as 11374 Etown Parkway with a current use as silviculture, which is forest land management.
The proposed “Surf Ecosystem” of 26,000 square feet, up to three stories, would include the surf academy, ticketing and lobby use, offices, fitness and wellness studio uses, changing rooms, restrooms, conference rooms, co-working space, food and beverage, first aid, an outdoor gym, a members club including an upper deck, and more.
The 67-page grading and paving, utility, roadway and related plan is accompanied by a 659-page Master Stormwater Analysis by Prosser | Prime AE dated June 27, 2025, for the Jax Surf Park.
That analysis says the Jax Surf Park consists of mixed-use development that includes but is not limited to a surf park, apartments, restaurants, hotels and retail shopping on a total property area of about 55.27 acres.
About the project
The investment group said in a news release June 2 that the property purchase marks “a major milestone in its programmatic rollout of mixed-use surf, leisure and wellbeing destinations across North America.”
It said the purchase coincides with the completion “of a substantial equity fundraise, largely driven by Aventuur’s trusted general partners who brought together sophisticated local investors to enable the project’s development.”
The site was rezoned in February to Planned Unit Development to accommodate the project. City Council enacted Ordinance 2025-0007 on Feb. 25 to rezone land to a PUD that says the nonresidential parcels at eTown West can accommodate an outdoor surf park that includes a surf lagoon and related activity; a surf park ecosystem that may include a surrounding beach area, pools, spas, outdoor fitness, wellness, offices for the surf park operations, and related uses; hotels, resorts and motels; museums and event venues; retail uses; and more.
The June news release said the Jacksonville Surf Park has received support from The PARC Group, the Davis family, City Council, district Council member Raul Arias and the office of Mayor Donna Deegan, “who have all helped advance the project vision alongside Aventuur, its local partners and the North Florida surfing community.”
According to the release, the Jacksonville Surf Park will be anchored by a 56-module, 5.5-acre Wavegarden Cove surfing lagoon.
It is designed to create “consistent, ocean-like surfing experiences for all abilities in a safe, controlled environment.”
“A wide range of leisure, wellbeing and hospitality amenities will complement the surfing lagoon, including a high-performance surf academy, boutique hotel, health and wellness center, member clubhouse, beach club, quality food and beverage offering, retail stores and event spaces,” it says.
The consulting team includes architect Morris Adjmi and Prosser | Prime AE.
Aventuur’s master plan includes multifamily residential and community spaces.
“Radiating out from the lagoon, local surf and beach culture will be celebrated across the walkable mixed-use precinct, delivering shopping, dining and hospitality experiences in a natural setting,” it said.
The “Grove” will provide the center for community events.
About the investment
“Our team’s steadfast commitment to the Jacksonville community remains the cornerstone of the project,” said Riley Skinner, Jacksonville Surf Park general partner, in the release.
He said Aventuur, with the support of area families, surfers and the city, will help “realize our long-held dream of bringing a surf park to our hometown.”
The project’s local general partnership consists of generational developers, engineers and contractors.
“Aventuur’s investment in Jacksonville is a testament to our city’s proud surf heritage, and growing appeal as a premier destination for recreation and wellness,” said Jacksonville Surf Park General Partner Lockwood Holmes Jr.
According to the release:
“Comprising the GP, Lockwood Holmes, Jr., Lockwood Holmes, Sr., Austin Holmes, Riley Skinner, Hawley Smith, Morgan Phillips, Marshall Brown, Brad Davis and Rob Carlton are committed to delivering a surf park that is by Jacksonville, for Jacksonville.”
The release said the greater Jacksonville area attracts 22 million visitors annually because of its coastal, outdoor-oriented lifestyle and year-round warm climate.
That aligns with the amenities and experiences planned for the Jacksonville Surf Park. “Florida’s rich surf heritage, home to world champions including Kelly Slater, Caroline Marks, Lisa Anderson and CJ Hobgood, further underscores the region’s deep connection to the sport,” according to the release.
The Jacksonville Surf Park is designed with an environmental focus, including plans to integrate native landscaping, preserve existing vegetation and use recycled materials where possible.
“Every Aventuur destination is shaped by the local community it serves, and Jacksonville is no exception,” said Nicholas Edelman, Aventuur co-founder and CEO.
“Our local general partners have been the driving force behind this project from the beginning, rallying support, building momentum, and ensuring that the surf park reflects the character and values of North Florida.”
After Jacksonville, Aventuur is assessing sites in Texas.
Aventuur’s expansion in Asia-Pacific continues with projects in Australia (Perth) and New Zealand (Auckland) under development.