Ocean Way Festival: Santa Monica Embraces a New Era of Music

Santa Monica Welcomes the Ocean Way Festival

For years, the idea of a multiday music festival on the beach in Southern California was a tantalizing vision for concert promoters. Santa Monica, with its iconic beach and rich musical history, seemed like a perfect spot. However, practical obstacles prevented such an event from materializing. Nic Adler, a concert producer with Goldenvoice, explains, “The biggest reason is it wasn’t an option.” Until recently, Santa Monica didn’t understand or want this kind of event.

“We need to do something here,” Adler noted, reflecting Santa Monica’s newfound awareness of its potential.

The Ocean Way Festival, scheduled for September, marks a transformative moment for Santa Monica. Factors like recent global events and increased civic openness to public gatherings have paved the way. Acts such as The Killers and Olivia Dean aim to revive interest in Santa Monica, drawing fans accustomed to Eastside venues.

Goldenvoice’s Legacy and Santa Monica’s Music History

Goldenvoice, known for smaller festivals at venues like Brookside and the Rose Bowl in Pasadena, frequently attracted its Los Angeles audience. Santa Monica, despite its music-famed Civic Auditorium, needed its story retold. Adler recalls personal ties to the area, emphasizing its cultural richness. Formerly, Santa Monica Civic hosted major events before The Forum became prominent.

A Curated Beach Experience

Goldenvoice shifts from its genre-focused approach, presenting a lineup with beach vibes. Notable performances include Sublime, Jack White, and Khruangbin, along with jazz-pop from Olivia Dean. Its success hinges on civic cooperation, a feat seen in other beachside festivals like Dana Point’s Ohana and San Diego’s CRSSD.

Revitalizing with a Realignment Plan

A new City Council super-majority in 2024 initiated a $60 million Realignment Plan. This effort aims to prepare Santa Monica for future events like the Olympics while reviving public spaces. The beach and Third Street Promenade are focal points. Mayor Caroline Torosis highlights the importance of innovative changes, citing the Santa Monica International Jazz Festival as an example.

“We really cannot keep doing the same things…and expect for Santa Monica to shine,” noted Torosis.

Ocean Way’s Potential and Lessons from Past Challenges

Festival organizers hope to avoid past pitfalls like the LA Jazz Festival’s collapse due to financial and permitting issues. Goldenvoice’s collaboration with a proactive city council and supportive Coastal Commission offers optimism. Ticket prices range from $249 to $2,250, reflecting its prestige.

Torosis advocates for Metro and cycling access, with no dedicated on-site parking. This mirrors modern urban planning ideals favoring non-driving options.

“I’ve been telling folks that this is a car-free festival,” Torosis emphasized.

Adler encourages biking, “Riding your bike on Ocean Front Walk…is just one of the best feelings.”

The Future of Ocean Way Festival

If successful, Ocean Way can become a signature Westside event, reclaiming Santa Monica’s musical heritage. Adler sees a bright future: “There’s no thought that this is a one-year festival.” He views this partnership with the city’s vision as a new chapter for music enthusiasts.