From 2013-2015, John served as the head of business development for American Wave Machines, Inc., during which he also continued as President of Surf Park Central. He left AWM in 2015 to focus exclusively on Surf Park Central and Surf Park Summit during which time he was also retained by investors and developers of surf parks throughout the world for consulting and advisory services.

John Luff – Development, Hospitality & Surf Technology

John, a Beach Street Development & Desert Wave Ventures founding partner, is one of very few people in the world with over a decade of experience working in the surf park industry. Prior to his work in surf parks, he also has more than a decade of experience working in the hospitality and resort industry under flags ranging from Hilton and Holiday Inn to Jackson Hole Mountain Resort.

In 2011, John parlayed a lifetime of passion for surfing, hospitality, and the outdoors into the creation of San Diego based Surf Park Central, the world’s leading resource for surf parks, surf lagoons and the development of human-made surf destinations. In 2013, John co-founded Surf Park Summit, the world’s first conference dedicated to bringing together global stakeholders in the emerging surf park and human-made surf industry. From 2013-2015, John served as the head of business development for American Wave Machines, Inc., during which he also continued as President of Surf Park Central. He left AWM in 2015 to focus exclusively on Surf Park Central and Surf Park Summit during which time he was also retained by investors and developers of surf parks throughout the world for consulting and advisory services. Today Surf Park Central & Surf Park Summit remain the leading source for fact-based, objective, and relevant industry intelligence and networking access for this high velocity industry and new asset class. 

John is currently the Co-Chair of the Council for the Model Aquatic Health Code’s Surf Venue Committee. He holds a degree in Business from the University of North Carolina at Wilmington, studied International Business at Bond University on Australia’s Gold Coast, and has completed the Executive Education Programs in Hotel Development & Integrated Project Management at the Harvard University Graduate School of Design. John lives with his wife and daughter in Solana Beach, California.