A recently introduced activity that was intended to increase civilian traffic in the CityScape development downtown has now become an eyesore for businesses and customers in the area.
“Surfing on Central,” a flowrider wave machine that was placed in the courtyard of CityScape, is more than three weeks overdue to open. The machine was originally slated to open on June 1, according to the Downtown Phoenix Journal.
Michael Keane, vice president of marketing for Aqua Shop and one of the operators for the CityScape flowrider, said on Tuesday that they plan to open by next week.
Keane declined to comment on why there has been such a delay to begin operating the machine.
Celine Rille, marketing director for CityScape, said the flowrider is intended to be another activity that people in the area could enjoy. She said that the yearly ice rink that is installed in CityScape in the winter is always a great success, and that the flowrider will be another great and similar addition.
“We are committed to bringing fun and exciting activities to Phoenix,” Rille said. “The plan is to support downtown as a whole.”
Lucas Cooper, a denim specialist at the Lawless Denim & Co. shop in CityScape, said that the flowrider seems like it would be fun, but it has just been sitting in the middle of the CityScape plaza. He said he wanted it to bring in more customers and foot traffic to CiyScape.
Marina Wollinski, store manager at the Verizon branch in the plaza, said that the flowrider could be a great family activity and good for the area if they could get it running.
“We have a lot of food and bars but not a lot of family-friendly activities,” Wollinski said.
Marcus Braithwaite, founder of ValleyHype.com and employee at Verizon, said that when the flowrider was first set up people were initially excited and there was a great reaction, but now it has become an eyesore.
“Now that it’s been up and not operating for a couple weeks it has become a distraction,” Braithwaite said.
Braithwaite added that he has seen people get frustrated because the machine is not working. He also said that even though the machine was intended to boost traffic there has been no benefit to the community yet.
Wollinski said that the flowrider has become an inconvenience to people and a frustration for businesses and customers.
“It’s embarrassing and it looked better with the fountains and seating,” she said.
Employees in the CityScape community said that they are anxiously awaiting the opening of the flowrider and they want it to bring the traffic it was intended to. They all expressed their concern due to the delay and want to see some action.
“Either get it up and going or get it out of here,” Braithwaite said.
Keane said the CityScape flowrider is a new version that is portable and conducive to beginners. He has shops in Florida and Texas and said that this specific attraction is great for people who have little to no experience.
He said the participant is given instruction before they actually get on the machine and a staff member is on the machine at all times giving instruction as they go.
Keane added that each staff member is lifeguard-certified and has been trained by professionals like Sean Silveira, a United States FlowRider champion. He added that since all of the staff are trained it is a great activity for families.
“It’s an interesting form of fitness and good for the core and balance,” Kean said. “Just relax and ride the wave.”
Once “Surfing on Central” does open to the public, it should be open seven days a week from 10 a.m. to 10 p.m., according to the “Surfing on Central” Web page. According to the Downtown Phoenix Journal, it will be open until Sept. 1.
Contact the reporter at Brittani.Gomez@asu.edu
