In a recent episode of The Building Texas Show, host Justin McKenzie sat down with Waco Surf co-owners David Taylor and Luke Schock to discuss how they turned a Central Texas wave pool into a sold-out destination and their ambitious next project, Desperado, a 400-acre surf-anchored ranch community. The episode, published May 27, 2026, highlights the dramatic shift in customer demographics and the strategic vision behind Waco's growing surf culture.
Taylor and Schock acquired Waco Surf in 2021, taking over from Stuart Parsons' original Barefoot Ski Ranch, which piloted American Wave Machines technology in 2018. Under new ownership, the customer base flipped from 99% professional surfers to 99% Texas families, many of whom have never touched an ocean wave. This pivot has made the wave pool a year-round, sold-out attraction, drawing visitors from across the state.
The duo's next venture, Desperado, aims to create a community centered around a second surf pool, along with a 13-hole golf course, a hot springs resort, pickleball courts, and dirt-only roads. Unlike other surf communities worldwide that adopt private, gated models, Desperado will be open and inclusive. Schock explained, "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."
Taylor and Schock also discussed Waco's transformation, noting that the city's central location between Dallas, Austin, and Houston makes it an ideal hub for Texas surf culture. They pointed to the migration of Baylor graduates staying to open restaurants and buy real estate, alongside the Magnolia-driven effect of Chip and Joanna Gaines. Taylor recounted how Tony Hawk quietly shows up at the local skate park at 7 a.m., films himself, and draws 200 people within fifteen minutes, illustrating the city's growing appeal.
The episode delves into Waco's history, including the 1952 tornado that derailed the city's run at becoming the financial hub of Texas, pushing that growth toward Fort Worth. They cited the Hippodrome on Austin Avenue, where Frank Sinatra and Dean Martin once performed, as evidence of the city's pre-tornado vibrancy. Deposits on Desperado homes are overwhelmingly from Texas-based families, with one exception: a Hawaii native whose family lives in New York and wants a centrally located meeting place.
Taylor and Schock's story is a testament to the power of understanding local market dynamics and creating experiences that resonate with a broad audience. Their refusal to replicate the exclusive models of other surf communities has positioned Waco Surf and Desperado as unique destinations that prioritize community over exclusivity.
