A multiday music festival on the beach has often been a tantalizing yet elusive idea for concert promoters in Southern California. Now, Santa Monica, renowned for its sandy shores and musical heritage, is embracing this concept. Despite its history, assembling such an event here has been challenging due to limitations until recently.
Nic Adler, associated with the concert producer Goldenvoice, explained, “It wasn’t something that Santa Monica understood or wanted until recently.” This fall, Goldenvoice will introduce Ocean Way Festival, showcasing The Killers and Olivia Dean on September 26-27.
A collaborative effort involving the recent World Cup, upcoming Olympics, revitalization of the Third Street Promenade, and increased openness to live events opened this opportunity. “Santa Monica finally realized its potential,” Adler remarked. “The beach offers a unique experience of awe each time.”
Goldenvoice’s festivals such as Coachella Valley Music and Arts Festival in Indio and others at Brookside in Pasadena remain popular. However, Goldenvoice began its musical journey at the historic Santa Monica Civic Auditorium, a favorite venue of yesteryears.
The festival’s name, Ocean Way, originates from a recording studio founded in Santa Monica, responsible for classic albums like Michael Jackson’s “Thriller.” Adler shared personal nostalgia, fondly recalling his Westside upbringing and Santa Monica’s cultural legacy.
Goldenvoice has crafted a diverse lineup with artists such as Sublime and Jack White enhancing the beach vibe. Despite extensive planning, the achievement of hosting this event reflects extensive civic collaboration. Indeed, festivals like Ohana and CRSSD have remarkably utilized beachside locations.
Santa Monica’s agenda towards staging large gatherings stems from a $60 million Realignment Plan aimed at rejuvenating public areas, catering to events like the Olympics. Santa Monica Mayor Caroline Torosis emphasized, “We have been yearning to get back a music festival on our beach, as the beach is our best asset.”
The city’s new majority-millennial council influenced by festivals like Coachella plays a pivotal role. The Santa Monica International Jazz Festival previously demonstrated possibilities for smaller-scale events.
Ocean Way appears after hurdles faced by events like LA Jazz Festival at Dockweiler Beach. Nonetheless, the collaboration between Goldenvoice, a supportive council, and a receptive Coastal Commission presents optimistic prospects.
Adler reflects on the necessary risks: “There is pressure, but trying something new requires risk.” The event prioritizes Metro and bike transport, supporting Santa Monica’s infrastructure. Mayor Torosis states, “We are promoting a car-free festival, utilizing Metro and bus systems efficiently.”
Adler further encourages cycling, “Riding your bike on Ocean Front Walk is a wonderful feeling.” If successful, Ocean Way could become an emblematic event, reigniting Santa Monica’s musical charm. “This isn’t perceived as a one-year festival,” Adler assures. “We envision aligning with the city’s progressive future.”