Ocean Way Festival: A New Era for Santa Monica’s Music Scene

A multiday music festival on the beach symbolizes a Southern California dream long pursued by concert promoters. Santa Monica, known for its famous coastline and music history, seemed an ideal location. Yet, such an event hadn’t materialized until now.

According to Nic Adler, concert producer at Goldenvoice behind the new Ocean Way Festival, the main reason was Santa Monica’s past disinterest. However, recent developments, such as the World Cup, upcoming Olympics, and civic openness, created new opportunities.

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The new festival on Santa Monica’s sand, featuring artists like The Killers and Olivia Dean on September 26-27, marks a significant change. It’s set to introduce the coastal city to music fans familiar with traveling east for such events.

Adler stated, “Santa Monica finally realized the potential in their backyard and decided to act.” Stepping onto Santa Monica’s beach often leaves visitors in awe, highlighting its appeal.

Apart from the Coachella Valley Music and Arts Festival in Indio, many of Goldenvoice’s smaller gatherings are hosted in places like Brookside at the Rose Bowl in Pasadena, an area ideal for concerts due to open spaces and supporting infrastructure.

Goldenvoice also has historical roots in Santa Monica, with early punk concerts held at the Santa Monica Civic Auditorium. Ocean Way’s name traces back to a recording studio started in a Santa Monica garage and known for significant albums by artists like Michael Jackson.

Adler reflected on his local connections and noted, “Santa Monica has incredible music history… it just needs retelling.”

For the Ocean Way bill, Goldenvoice chose diverse yet fitting acts for a beachside audience, ranging from Sublime’s surf tunes to Jack White’s rock and Olivia Dean’s jazz-pop. This broad selection is designed for the location’s ambiance.

The planning effort to realize such an event involved considerable civic work. Other festivals, like Ohana in Dana Point and CRSSD in San Diego, have similarly leveraged beachfront settings for successful runs. Santa Monica itself has hosted beach-adjacent concerts, such as the Twilight series, which concluded recently.

Since a 2024 City Council shift, Santa Monica’s $60 million Realignment Plan aims to prepare for mass gatherings linked to the Olympics and beyond. Revitalizing spots like the beach and Third Street Promenade is another goal.

Mayor Caroline Torosis expressed, “To showcase the city, we must invite people back to our city; the beach remains our greatest asset.” She attributed recent changes to a younger council influenced by events like Coachella.

Though the LA Jazz Festival faltered due to permit and financial issues, Goldenvoice’s attraction, paired with an eager city council, faces an optimistic path ahead with Ocean Way. Ticket prices reflect Goldenvoice’s premium profile, running from $249 for a day to $2,250 for a weekend package.

Adler acknowledged the necessity of taking risks, saying, “There’s pressure, but innovation is needed.” The focus on sustainable transport, recommending Metro and cycling, aligns with Santa Monica’s infrastructure; consequently, no parking provisions are made for the festival.

Torosis emphasized the event as a ‘car-free festival,’ highlighting Santa Monica’s transit and bicycle facilities for safe access.

Adler mentioned the pleasure of cycling along Ocean Front Walk, encouraging this mode of transport.

If successful, Ocean Way could become a defining event for Goldenvoice, reconnecting audiences with Santa Monica’s musical heritage. Adler stated, “There’s no intention for this to be a one-off event. We want to contribute to the city’s unfolding narrative.” The festival promises an unparalleled sunset experience for producers and visitors alike.