Professional AV
The Business of Play: Building Community Through Location-Based Entertainment
From Dallas to New York, cities are reimagining how people play and connect with one another. The rise of “location-based entertainment” (LBE) spots like Topgolf, Sandbox VR, and Goodsurf Beach Club signals a new chapter in the way community and recreation come together. With over 65% of Goodsurf’s visitors returning multiple times a month,…
Key takeaways
LBE venues are becoming anchor community spaces in major U.S. cities, blending entertainment with social connection.
High repeat visitation rates — such as Goodsurf's 65%+ monthly return visits — indicate strong community loyalty and engagement.
Brands like Topgolf, Sandbox VR, and Goodsurf represent a diversified LBE landscape spanning sports, VR, and leisure.
From Dallas to New York, cities are reimagining how people play and connect with one another. The rise of “location-based entertainment” (LBE) spots like Topgolf, Sandbox VR, and Goodsurf Beach Club signals a new chapter in the way community and recreation come together. With over 65% of Goodsurf’s visitors returning multiple times a month, co-founder Zach Shor is proving that the future of leisure is experiential, social, and emotionally restorative.
But what makes some LBE concepts stick while others fade fast? And how can design, hospitality, and business strategy converge to create spaces that people don’t just visit—but belong to?
Welcome to The DLC Drop Podcast. In the latest episode, host John Davidson sits down with Zach Shor, co-founder of Goodsurf Beach Club, to explore the art and science of building “sticky” experiences that turn customers into communities. The two dive deep into Zach’s evolution from kindergarten teacher to Topgolf executive to experiential entrepreneur, unpacking what makes concepts like Goodsurf thrive.
Top insights from the talk:
- How Goodsurf Beach Club transformed Dallas’ Deep Ellum into a “beachside oasis”—as well as the secrets behind making LBE spaces feel authentic.
- Lessons from Topgolf’s expansion and why starting small—and “deserving to grow”—is key to sustainable success.
- Why the real value of play, connection, and risk-taking goes beyond profit margins—it’s about human transformation.
Zach Shor is a veteran leader in the location-based entertainment and experiential leisure industry, specializing in concept development, real estate expansion, and operational strategy. He served as Chief Operating Officer at Topgolf International and later led innovation initiatives at GameStop, driving community-focused retail and gaming experiences. Now co-founder of Goodsurf Beach Club and Urban Entertainment Concepts, Shor continues to pioneer immersive, high-engagement venues that blend recreation, hospitality, and business innovation.
Article written by MarketScale.
About the author
As a business strategist, marketer and public speaker John work with brands, agencies and teams to help you effectively engage esports and action sports communities by adding meaningful value to these subcultures.
