Santa Monica will host a new multiday music festival this fall, marking a significant development in the city’s evolving relationship with large-scale live events. The Ocean Way Festival, organized by concert promoter Goldenvoice, is scheduled for September 26-27 on the beach, featuring acts including the Killers and Olivia Dean.
For decades, Santa Monica’s iconic coastline has been viewed as an ideal yet elusive venue for major outdoor music festivals. According to Nic Adler, a Goldenvoice producer involved in the festival, previous local resistance and logistical challenges limited such events. However, a recent combination of factors—including the momentum from international events like the World Cup and the upcoming Olympics, economic pressures on the Third Street Promenade retail district, and a shift in public policy—have opened the door for Ocean Way.
Goldenvoice, known for producing the Coachella Valley Music and Arts Festival in Indio and other Southern California events, is positioning Ocean Way as a flagship Westside festival. The company’s history with Santa Monica includes hosting early punk rock shows at the Santa Monica Civic Auditorium, a notable cultural landmark now closed. The festival’s namesake is a recording studio originally based in Santa Monica, tying the event to the city’s musical heritage.
Adler emphasized Santa Monica’s unique appeal, pointing to the city’s natural beauty and rich cultural background. “You step out of the car in Santa Monica and step on the beach. You will get the same feeling every single time,” he said, highlighting the city’s “untouched” coastal setting. The festival’s lineup aims to reflect the beach vibe, blending surf-inspired rock with jazz-pop and desert rock genres to complement the oceanfront environment.
The city’s embrace of Ocean Way aligns with broader municipal initiatives to increase public event capacity and revitalize key areas affected by the pandemic. Since electing a millennial-majority City Council in 2024, Santa Monica has launched a $60 million Realignment Plan designed to prepare for larger gatherings in advance of the 2028 Olympics and to stimulate economic recovery along the Third Street Promenade and beach areas.
Mayor Caroline Torosis identified generational changes in leadership as a key factor behind the shift in attitude toward large-scale festivals. She cited the recent Santa Monica International Jazz Festival as an example of successful events paving the way for larger productions. Torosis emphasized sustainability and safety as priorities for Ocean Way, noting the city’s commitment to a “car-free” event model that encourages public transit, cycling, and walking rather than private vehicles. Festival organizers support this approach, highlighting the nearby E Line Metro station and extensive bike infrastructure.
Ocean Way follows the collapse of the LA Jazz Festival, which had plans for a 40,000-capacity beach event but failed to secure permits and financing. Goldenvoice’s established reputation, together with regulatory openness from local authorities and the California Coastal Commission, positions Ocean Way to succeed where previous efforts struggled. Ticket prices, ranging from $249 for a single day to $2,250 for a weekend package including exclusive amenities, reflect the event’s premium positioning.
Looking ahead, Goldenvoice sees Ocean Way as more than a one-time experiment. Adler expressed confidence in the festival’s potential to become a lasting fixture in Santa Monica’s cultural landscape, offering both a dynamic music experience and a renewed spotlight on the city’s coastal heritage. “The sunset moment is 2½ hours long, and it’s just a sight to see,” he said, underscoring the unique setting that Ocean Way seeks to celebrate.