The first thing we noticed at URBNSURF Sydney was that everyone wore a name badge. “Dude maintaining the pool” now has a name (it’s Keith by the way.) This simple customer experience measure hints at the kind of changes Jennifer Vandekreeke has in mind for Australia’s premier surf park business. In her previous roles, she drove growth for travel and leisure companies, notably Carnival Cruise Lines. Having taken the reins from Damon Tudor, we were curious to find out how Jenn’s experience making big, giant boats profitable (hint: wave pools are also just big, expensive pieces of machinery as well) parlay into the world of surf parks.