Waco Surf's Sold-Out Waves: From Struggling Pool to Texas Destination

In the latest episode of The Building Texas Show, host Justin McKenzie sits down with Waco Surf co-owners David Taylor and Luke Schock to explore how a struggling Central Texas wave pool was transformed into a year-round sold-out destination. The duo reveals that 99% of their surfers have never touched an ocean wave, reframing Waco as one of Texas's most surprising tourism and real estate stories. The episode traces the business's full arc, from a 2018 pilot of American Wave Machines technology at the original Barefoot Ski Ranch under Stuart Parsons, to Taylor and Schock's 2021 acquisition, to today's expansion plans. Key details include how the customer base flipped from 99% professional surfers to 99% Texas families, and the Desperado masterplan: a second surf pool, a 13-hole golf course, a hot springs resort, pickleball, and dirt-only roads.

Taylor and Schock explain why they refused to copy the private, gated model used by other surf communities worldwide. As Schock puts it, "It's a community for people that want high access but not high walls. That's because we believe that the magic happens when you're sitting on the beach talking to the guy that, you know, it's his bucket list to come there." They also discuss Waco's dramatic migration, noting how Tony Hawk quietly shows up at the local skate park, draws crowds, and how Baylor graduates are staying to open restaurants and buy real estate. The pair dig into Waco history, including the 1952 tornado that derailed the city's run at becoming the financial hub of Texas and pushed growth toward Fort Worth. They cite the Hippodrome on Austin Avenue, where Frank Sinatra and Dean Martin once performed, as evidence of pre-tornado vibrancy. Deposits on Desperado homes are overwhelmingly from Texas families, with one exception: a Hawaii native whose family lives in New York and wants a centrally located meeting place.

About The Building Texas Show: The Building Texas Show, hosted by Justin McKenzie, profiles founders, operators, and developers shaping Texas's future. Each episode explores how real businesses get built across the state, from hospitality to real estate, with candid conversations about strategy, capital, and culture. This episode with Waco Surf and Desperado is available now.