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 discuss how they turned a struggling Central Texas wave pool into a year-round sold-out destination. The conversation also reveals details about their next venture, Desperado, a 400-acre surf-anchored ranch community that aims to redefine Waco's landscape.
Waco Surf, originally known as Barefoot Ski Ranch, was acquired by Taylor and Schock in 2021. Since then, the customer base has dramatically shifted from 99% professional surfers to 99% Texas families, many of whom have never touched an ocean wave. This pivot has made the park a surprising tourism success story in a city better known for Magnolia and Baylor University. The episode traces this transformation from a 2018 pilot of American Wave Machines technology under previous owner Stuart Parsons to the current expansion plans.
The Desperado masterplan includes a second surf pool, a 13-hole golf course, a hot springs resort, pickleball courts, and dirt-only roads. Unlike other surf communities worldwide that adopt gated, private models, Taylor and Schock have chosen a different path. Schock explains, "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." This inclusive approach aims to foster a vibrant community where locals and visitors can interact naturally.
Waco's central location between Dallas, Austin, and Houston has been key to its repositioning as the heart of a new Texas surf culture. The city's resurgence is also fueled by the migration of Baylor graduates who stay to open restaurants and buy real estate, alongside the influence of Chip and Joanna Gaines' Magnolia empire. Taylor notes that deposits on Desperado homes are overwhelmingly from Texas-based families, with one notable exception: a Hawaii native whose family lives in New York and wants a centrally located meeting place.
The episode also delves into Waco's history, including the 1952 tornado that derailed the city's bid to become Texas's financial hub, redirecting that growth toward Fort Worth. The Hippodrome on Austin Avenue, where Frank Sinatra and Dean Martin once performed, stands as a testament to the city's pre-tornado vibrancy. Today, Waco is experiencing a renaissance, with the skate park drawing celebrities like Tony Hawk, who quietly shows up at 7 a.m., films himself, and attracts 200 people within minutes.
For business leaders, the Waco Surf and Desperado story underscores the potential of niche tourism and community development in secondary markets. By targeting families rather than elite surfers, Taylor and Schock have unlocked a sustainable demand that supports year-round operations and ambitious expansion. Their refusal to follow the gated community trend offers a lesson in building inclusive spaces that generate lasting economic and social value.
