Santa Monica Embraces Music Festivals with Goldenvoice’s Ocean Way
A multiday music festival on the beach has long been a Southern California dream, but pulling it off in Santa Monica proved challenging until now. Nic Adler, a concert producer at Goldenvoice, explained that hosting such an event was not feasible or desired by the city until recently.
Goldenvoice is launching the Ocean Way Festival this fall, headlined by The Killers and Olivia Dean. This marks a significant shift, facilitated by factors like the World Cup, the upcoming Olympics, and renewed interest in events at public spaces. The festival aims to reinvigorate the city’s beachside appeal for music lovers more accustomed to traveling east for concerts.
“I think Santa Monica finally understood what they had in their backyard,” Adler said. “You step out of the car in Santa Monica, feel the beach, and realize, ‘Wow, I can’t believe that I’m here.'”
Goldenvoice, known for its Coachella Valley Music and Arts Festival in Indio, had hosted several smaller festivals in Pasadena at the Rose Bowl. Now, with Ocean Way, Goldenvoice is revisiting its historical roots, reminiscent of their early punk concerts at the Santa Monica Civic Auditorium.
For Ocean Way, the lineup reflects a quintessential beach vibe, featuring Sublime, Jack White, Khruangbin, and Olivia Dean. Santa Monica’s previous attempts at festivals, like the Twilight concert series, eventually ended. However, following a shift in city council priorities, Santa Monica initiated a $60 million Realignment Plan to attract mass gatherings, enhance public spaces, and revitalize the Third Street Promenade.
Mayor Caroline Torosis emphasized reinventing Santa Monica to showcase its best asset, the beach. The City Council’s younger members, influenced by larger festivals like Coachella, pushed for cultural events. Torosis mentioned the recent success of the Santa Monica International Jazz Festival as a promising sign for future ventures.
Challenges, such as the LA Jazz Festival’s failure due to permit and financial constraints, highlight the potential difficulties Ocean Way might face. Yet, the collaboration between Goldenvoice, the city council, and a more receptive Coastal Commission could favor the festival’s success.
Adler acknowledged the pressure but is optimistic about the city’s ambition and willingness to take risks. To address logistical concerns, priority is given to Metro, cycling, and shuttles, discouraging on-site parking to benefit pedestrians and bikers.
“Riding your bike on Ocean Front Walk is one of the best feelings,” Adler said. “We’re definitely encouraging that.”
If successful, Ocean Way could become an iconic Westside event for L.A.’s most influential promoter, reigniting Santa Monica’s musical allure. “There’s no thought that this is a one-year festival,” Adler concluded. “We love the city’s vision, and we want to be part of that story moving forward.”